Campaign Proposal

Prepared for: Progressive Insurance

Prepared by: MNCJ Agency

Agency Mission:

To promote client messages through positive, ethical and fun public relations practices.

Catherine Tatem graduated from the University of North Florida with a degree in communication and focus in public relations. She continued her education with a master’s in mass media marketing. She has expertise in crisis communication, event planning and social media. She worked with Edelman for 10 years and then oversaw Twitter for Keeping Roads Safe, which is a company motivated to end distracted driving. Her ultimate goal is to use her knowledge of public relations to increase safety awareness.

Jack Kolodziejski graduated from the University of North Florida with a master’s in communication with a focus in public relations. He specializes in developing strategies for nonprofit organizations to successfully establish their brands. His top-notch expertise in branding and public affairs has led him to success with his employer organizations such as World Wildlife Fund, Asia Society, AARP and more.

Megan Worley graduated from the University of North Florida with a degree in communication with a focus in public relations and a minor in leadership. She then went on to complete an accelerated master’s program in leadership development. She specializes in helping companies develop and grow their public relations departments and training their leaders. She is an excellent problem solver and has many innovative ideas. Megan has previously worked with Mothers Against Drunk Driving (MADD) and Dreams Come True Foundation.

Niki Byrd graduated from the University of Alabama with a degree in communication with a focus in public relations. After graduation she went on to work with children’s nonprofit organizations, including March of Dimes. She specializes in creating campaigns to bring awareness to crisis situations and promoting preventative solutions to problems. She is excellent under pressure and has a passion for helping make the world a better place. Niki has also worked with the crisis management team at BP.

Executive Summary:

Distracted driving is a huge problem that encompasses more than just texting or drinking while driving. It is the reason for many car accidents that lead to serious injuries and deaths in the United States. At any certain moment in the day, over 600,000 drivers are using an electronic device in his or her car while operating a motorized vehicle. Progressive Insurance decided it was time to bring this issue to light and try to change the dangerous habits of drivers across America. MNCJ agency created a campaign proposal for Progressive to reach the target audience of 16 - 22 year olds in the Jacksonville area. The campaign slogan “Keep Your Neck Up” has an eye and ear catching appeal to remind drivers that they need to constantly be focused on the road ahead of them. This will be a six-month campaign that runs from August 2016 to February 2017. The campaign includes an assembly at four local high schools as well as an event at two universities. We will have a special guest celebrity present at each of the high school assemblies. At all of the events we will have the distracted driving simulator donated by NASCAR so students can see for themselves the dangers associated with distracted driving. There will be takeaway gifts for every student, a selfie photo booth and a contest to win grand prizes. We plan on utilizing a digital campaign that includes geofencing every high school and college in Jacksonville and serving them banner display ads that have our logo and tagline. When clicked on, the banners will direct them to our specifically designed website to sign a pledge that they will not drive while distracted. MNCJ has conducted primary research and analyzed secondary research in order to tailor our campaign to the targeted audience. We will be using a mixture of social media that our audience has indicated they use the most. We will measure the success of our campaign by conducting pre and postsurveys to gauge how the audience reacted and if they were impacted. The total cost of our campaign will cost approximately 61,000 dollars.

Thank you so much for your time and consideration. We are hopeful to work together to help raise awareness for distracted driving in the Jacksonville community.

Client Background:Joseph Lewis and Jack Green created Progressive Insurance in 1937. It

was originally called Progressive Mutual Insurance Company. It created protection and security for drivers. Since the founding, Progressive Insurance has decided to take a unique approach to the insurance brand. Their headquarters are located in Cleveland, Ohio. Progressive was the first to offer drive-in claims and acceptable payment installments. Its goal was to make auto insurance available and easy for the everyday person to be able to afford it. Progressive’s competitors include Allstate, Nationwide, Met Life and Geico. Progressive tries to constantly stay ahead and innovative in the insurance industry.

SWOT S – (Strengths)

Progressive has a very strong brand name due to the uniqueness of its advertising/commercials.

The campaign will offer takeaways that reinforce the message of the cause.

The campaign promotes a favorable cause. Progressive Insurance and MNCJ have enough connections to get an

appropriate amount of donations and sponsorship that will help promote the cause.

Progressive Insurance uses pricing power that allows Progressive to compete successfully against rivals.

W – (Weaknesses) Limited budget ($50,000). Limited time frame. People may sign the pledges without actually committing to changing

their driving habits. It will be difficult to measure if people begin to drive safer.

O – (Opportunities)

Holding events at schools in Jacksonville will help reach many people in our audience.

The campaign will help gain future customers for Progressive Insurance within this demographic.

More connections can be fostered through schools and guests. Able to work together with any organization, company or campaign

team to promote awareness.

T – (Threats) It may be difficult to compete against Allstate, GEICO, Nationwide

Insurance, Public Transportation etc. Other campaigns may seem similar, therefore making this campaign

less distinguishable. The timetables of schools and guests may conflict with our events.

Situation Analysis:

Problem:Distracted driving causes accidents. Activities like texting and using

voice-based technologies cause at least 3,000 fatalities and 400,000 injuries a year, according to the American Automobile Association. Most commonly,

distracted drivers are ages 16 - 22 years old.Solution:

Progressive Insurance wants to partner with a campaign that will demonstrate the risky behaviors drivers engage in while driving a vehicle. Progressive also wants to emphasize that just because something is hands-free doesn’t mean it isn’t distracting. MNCJ will specifically target an audience of licensed drivers from ages 16 - 22, using a mix of media

coverage from social media to traditional media. We will also use targeted advertising and events to attract our audience to help make them aware of their driving habits.

Primary Research: MNCJ put together 10 multiple-choice questions on SurveyMonkey.com and put the link to the survey on a closed Facebook page and asked everyone in the group from ages 16 – 22 to fill out the survey. There was a total of 66 people that took the survey.

According to the results of the survey, most of the audience spends time on Facebook and Instagram. Most of the audience is likely to use a phone while driving, and most are affected by PSAs, but not enough to change their driving habits. Most of the audience receives news through social media and the Internet, in either the morning or the evening. Most of the audience answered “possibly” to attending an event concerning distracted driving. The link to our survey:https://www.surveymonkey.com/r/YCGWZVR

Primary Research Analysis:This survey showed MNCJ that this campaign should focus on social

media, primarily Instagram and Facebook. The survey also showed that distracted driving is a prevalent problem within this age group. More should be done to define what distracted driving is and to encourage drivers to stop driving while distracted. There also needs to be actions our audience can take in order to help the cause.

Proposed Primary Research: If MNCJ had the honor of working with you as our official client, we would create a survey, through SurveyMonkey.com, that reaches across Jacksonville. We would offer our survey to 10,000 drivers from 16 - 22 years old. Our survey would include around 15 - 20 questions that would help us to find out information we cannot gather from secondary research. We would ask about their specific social media choices, the likelihood of being affected

by advertisements to drive safer, the likelihood to pick up a phone while driving, etc. We would send this survey out across Jacksonville to the emails in Progressive’s database as well as on our Facebook and Instagram.

Secondary Research: Distracted driving accounts for many injuries and deaths every year in the United States, most cases involving teenagers. According to Distraction.gov, engaging in visual-manual subtasks associated with the use of hand-held phones and other portable devices increases the risk of getting into a crash by three times. In the United States, at any given daylight period, 660,000 drivers are using cellphones or using electronic devices while driving. This is a number that has been slowly increasing each year. According to KTVS.com, the Oregon Department of Transportation (ODOT) participated in a project that included awareness pre-enforcement, enforcement, post enforcement results, and an attitudes and behaviors survey and report. ODOT partnered with Bend Police Department and Portland State University (PSU) to conduct the campaign. The main message was “U Drive U Text U Pay” from the National Highway Traffic Safety Administration’s national campaign. Bend Police conducted pre and post campaign observation surveys on 100 cars. The results showed a 1 percent decrease in texting/talking while driving before/after the campaign. During the high visibility enforcement, April 21 - 25, there were 72 citations and 15 warnings given for distracted driving during 59.5 hours. The study found that since the driving safety campaign was carried out in April, almost 12 percent of people surveyed reported texting less while driving. The most common reason for respondents subsiding their texting while driving was “increased awareness of safety” at 30 percent.

The National Safety Council reports that cell phone use while driving impairs driving performance and also weakens the brain’s ability to capture driving cues. Drivers who use cell phones experience inattention blindness (“look at” but not “see” up to 50 percent of the information in their driving environment). There are numerous campaigns across the country to raise awareness about distracted driving and more companies are developing technology or finding ways to help reduce the amount of fatalities caused by this epidemic. Promotion of the issue is a must, but harsher laws for distracted drivers will be the ultimate goal for many organizations and campaigns.

Secondary Research Analysis: The secondary research showed MNCJ that spreading awareness about the dangers of distracted driving through local campaigns helped reduce the amount of incidents related to distracted driving. The research also showed that many drivers are aware of the hazards related to distracted driving, but many partake in texting and other forms of distracted driving anyway. The statistics show that many drivers are unaware of just how using cellphones impairs their ability to drive safely.

Overall Goal: Accidents caused by distracted driving are rising each year. Our campaign goal is to come up with an impactful campaign to draw attention to the consequences of distracted driving. MNCJ would also like to bring awareness to what is considered distracted driving and how these activities impair us. With a budget of $50,000 and a target audience of ages 16 - 22 living in the greater Jacksonville, Fla area, MNCJ hopes to make our roads safer.

Objective 1: To increase awareness of what is considered distracted driving by five percent by February 2017.Strategy 1: By educating the audience about what distracted driving is, the audience will better be able to catch themselves in the act, and stop.Tactic 1: We would employ six trained workers that would travel to different high school and college campuses to inform students about the dangers of distracted driving. The way that they would creatively do this would be to set up a virtual test drive, donated by NASCAR. The young adults would sit down and put on the virtual video game goggles and have a steering wheel in front of them to get the full experience. They would then be taken through a virtual driving experience where multiple distractions would appear in their screen that they would have to attend to, and they would see how easy it is to miss something in the street in front of them. At all four events, the event will be set up with a tent, two flags, an application banner, a backdrop and a table with a table cloth. All of these will advertise Progressive. There will be a digital selfie booth at every school we attend. Students are able to customize the filter of the photo with either the "Keep Your Neck Up" tag line and giraffe or the saying "Distracted Driving is Dangerous." Once the students take the photo they are able to type in their email address and post it on

social media. Our social media accounts will be constantly sharing whenever someone posts a selfie from the booth.

At the high school assemblies, celebrity guest Mark Brunell, former Jaguar quarterback, will make an appearance and discuss how distracted driving costs people their lives. At these events, the workers will hand out keychains, air fresheners and pens to students. These items will display the tagline, “Keep Your Neck Up,” along with Progressive’s logo. At these events, participants will have the option to sign a pledge on our campaign website to drive safer. If participants sign this and follow us on Facebook or Instagram, the participants will enter a contest to win three grand prizes; two students will receive free Progressive Insurance for a year and one student will take home a 2016 Honda Accord. Objective 2: To increase awareness of the consequences of distracted driving by seven percent by February 2017.Strategy 2: By educating the audience about these consequences, the audience will be less likely to partake in dangerous driving.Tactics 2: Create a Facebook page that has weekly videos uploaded, which will be created through a contracted videographer. The videos will feature different testimonials from people that were either personally affected by distracted driving or someone close to them. These will have a serious tone and try and pull on the viewer’s emotions to get them to understand the dangers of distracted driving. At the end of each video there will be a new “safe driving tip of the week” that would help the viewer put into practice safe driving habits. The safe driving tips of the week will be posted on Progressives Instagram account. Snippets from the videos posted on Facebook will also be posted on Instagram along with a caption encouraging followers to look at Progressives Facebook page. The link will also be in Progressives Instagram bio.Objective 3: To change the attitude and perception of the audience on how they can help end distracted driving by February 2015.Strategy 3: If the perception of distracted driving is changed, the audience will have the desire to drive safer.Tactic 3: We would design a website with a sole purpose for this campaign. We would create a pledge that people could sign saying that they understand distracted driving is dangerous and will mindfully try to be focused drivers with little to no distractions. At our events at the colleges and high schools, students will be encouraged to sign this pledge. To

increase traffic to our website and increase the number of signed pledges we are going to create a digital campaign. We are going to use banner display ads that utilize geofencing to capture our specified audience. We will geofence every high school and college campus, even the ones that we do not visit. We will also geofence the town center because it is a popular place for our audience. The geofence will capture any electronic devices such as cell phones, laptops and tablets, that are turned on in the geofenced area. Once captured they will be served our banner display ads for 30 days. This will work because during our six-month campaign the students will be at the school at least once a month and will be captured for all six months. The actual banner advertisements will have the giraffe and the tag line "Keep Your Neck Up" design on it. When clicked on, it will direct the device straight to our specially designed campaign website that will have the no distracted driving pledge they can sign as well as all of the information from our campaign. We will have six billboards displaying our graphic with the giraffe and our tagline in two main locations. For three months a billboard will be in one popular location, like the town center, and then the second will be displayed somewhere else, like the beaches, for the next three months, until the end of our campaign.

Audience Analysis:According to Demographics Now there was an estimated 52,457

people from ages 15 – 19 living in Jacksonville. This is 6.1 percent of the entire Jacksonville population. About 64,971 people from ages 20 – 24 live in Jacksonville. This is 7.6 percent of the entire Jacksonville population. In the year 2020 Demographics Now projects there will be 52,986 people from ages 15 – 19 living in Jacksonville. That will be 5.8 percent of the population. Demographics Now projects there will be 59,116 people ages 20 – 24 living in Jacksonville. That will be 6.5 percent of the population.

Based on our primary research, the audience primarily uses social media and the Internet to get information. The most used social media, based on the same research, is Instagram and Facebook. According to “Understanding Audiences: Learning to Use the Media Constructively” by Robert H. Wicks, the average American spends about half of his or her free time viewing. According to a study from Global Perspective, most people consider 19 the ideal age to travel without parents. In the U.S. the ideal age to buy a car is considered 20.

Evaluation:Objective 1: To increase awareness of what is considered distracted driving by five percent by February 2017.

To measure awareness of what is considered distracting driving, MNCJ will distribute a pre survey and postsurvey concerning this issue. The questions will address a variety of actions a driver could take that would lead to distraction, and then ask the respondent how distracting they consider each of these actions. MNCJ will measure the difference in responses from the first survey to the second survey. Another way we will measure awareness is by counting how many people take the virtual driving lessons.Objective 2: To increase awareness of the consequences of distracted driving by seven percent by February 2017.

To measure awareness of consequences connected to distracted driving, MNCJ will host a focus group. Questions asked in the focus group will concern these matters, and how serious the group thinks of the consequences. Questions will also concern whether or not the group thinks they would be likely to ever deal with these consequences. Questions will address how far-reaching the group thinks the consequences are. MNCJ will also use Google Analytics to count how many people like, repost and share the social media content on Instagram and Facebook.Objective 3: To change the attitude and perception of the audience on how they can help end distracted driving by February 2017.

To measure the perception toward making a change in distracted driving, MNCJ will measure the amount of safe driving pledges gained through the campaign website. We will also provide questions in our first and final survey about how the respondent thinks he or she could help end distracted driving, and analyze the difference in responses.

Progressive Campaign Calendar

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BudgetAdvertisements: Billboards .....$1500 x 6 ($9,000)Promotional Items: Keychains.....$.51 x 10,000 ($5,100) Air Freshener Sticks.....$.67 x 2000 ($1,340) Pens.....$.45 x 6,000 ($2,700)Digital Expenses: Surveymonkey.com Survey Subscription.....$300 Digital Campaign (Banner Display Ads)....$10,000 NASCAR Technology Donation.....$0.00 Website Creation...$60 Website Maintenance....$30/month x 6 ($180)Personnel:

Event workers (contract)....$1500 x 5 ($7,500) Contracted Videographer.....$500 x 12 videos ($6,000)Sponsorships & Donations: Duvall Dealership Donation & Sponsorship...Grand Prize - 2016 Honda Accord Celebrity Guest Appearance....Donated time & Sponsorship (1st Choice: Mark Brunell (Retired JAGS Quarterback)(2nd Choice: JAGS Player Blake Bortles)Event Setup: Tent...$1,500 Flags....2 x $750 ($1,500) App Banner....$200 Backdrop...$350 Tablecloth...$100 Selfie Booth...$3,500

TOTAL: $49,330Agency Expenses: $12,000 TOTAL: $61,330

Appendix:

1. What social media do you spend the most time on?

35%

44%

3%

17%2%

Facebook Instagram

Twitter Snapchat

Other

2. How likely are you to pick up a phone while driving?

24%

48%

8%

18%2%

Very likely Likely

I'm not sure Unlikely

I don't drive

3. How do PSAs about distracted driving usually affect you?

32%

63%

3%2%These PSAs cause me to be more careful while driving.These PSAs catch my attention, but I still engage in distracted driving.These PSAs do not affect me at all.These PSAs only succeed in upsetting me.

4. Is there a good chance that if a commercial catches your attention you will buy the product it advertises?

13%

60%

25%

2%

There is a good chance.

It depends.

There is a poor chance.

No, there is an extremely poor chance.

5. Do you believe that hands-free technology is safer than using a phone while driving?

68%

21%

11%

Yes I'm not sure No

 6. Which source of media are you most likely to get your information from?

8%

53%

38%

2% Television

Social Media

Internet

Flyers

7. Do you think a person can be distracted while driving, even without using a phone?

95%

5%

Absolutely

Possibly

8. How do you feel about distracted driving?

49%47%

2%2%I think it’s awful and something must be done to change it.

I think it's bad, but I don't feel inclined to do anything about it.

I have no opinion about this.

Other

9. What time of day are you most likely to consume news information?

29%

15%41%

11%5%

In the afternoon

In the afternoon

In the evening

Late at night

I don't follow news

10. If you learned about a convenient event for bringing awareness to distracted driving, would you attend?

11%

45%11%

29%

5%Yes

Possibly

I don't know

Probably not

No

Works Cited: Facts and Statistics. (n.d.). Retrieved March 28, 2016, from

http://www.distraction.gov/stats-research-laws/facts-and-statistics.htmlODOT: Bend campaign had impact on distracted driving. (n.d.). Retrieved March 28, 2016, from http://www.ktvz.com/news/odot-bend- campaign-had-impact-on-distracted- driving/36479818Research & Statistics - EndDD. (n.d.). Retrieved March 28, 2016, from

http://www.enddd.org/research-stats/Communication Professor. (n.d.). Retrieved March 28, 2016,

fromhttp://www.comprofessor.com/2011/05/how-psychographics-are-trumping.html

Does Progressive Insurance owe you money? (2016). Retrieved April 03, 2016, from http://wiat.com/2016/02/03/does-progressive-insurance-owe-you-money/Janet H. Cho, The Plain Dealer. (n.d.). Progressive's video Valentine to Cleveland seeks out-of- state applicants for its 400 jobs. Retrieved April 03, 2016, from

http://www.cleveland.com/business/index.ssf/2016/02/progressives_video_valentine