Using Strategic Communications to Promote Highway

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Using Strategic CommunicationstoPromote Highway

• State of Indiana

August 2006
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The Disciplined Process

• Policy
• Program
• Traffic Research
• FARS Data
• Enforcement Data
• VMT Data
• Communications
• Market Research
• Marketing Plan
• Creative Development

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Disciplined Process HVE
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The Power of the Brand
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Tools You Can Use

• Program
• Mobilizations/Crackdowns
• Sustained Enforcement
• Products
• National Communications Plan
• Communications Calendar
• Planners

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Creating Press Coverage
Beyond the Press Release Drive the Story!

• Publicize what you are going to do
• Do It
• Publicize what you did

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Beyond The Press Conference

• Editorial Boards
• Talk Radio
• Profiles-Featured-Freelance Stories
• Point of Sale
• Teachable Moments
• Op Eds Letters to the Editor
• Responses to Responses to Editorials

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Headlines
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Calendar-Based Opportunities

• Prom/Graduation
• July 4th
• HVE
• Back to School
• Tailgating/Homecoming
• World Series/Halloween
• Thanksgiving
• 3-D Month

• New Years Eve
• Super Bowl
• CPS Week
• Spring Break
• St. Patricks Day
• Alcohol Awareness Month
• Cinco de Mayo
• CIOT

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Supporting Materials
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State-Specific Opportunities

• New Laws
• Proposed Legislation
• New Technology
• Research Studies
• Serving Outstanding Warrants
• Checkpoints and Saturation Patrols
• Responsible Service Issues
• ABC Stings
• Underage Drinking

• Sober Ride Programs
• High-profile Event or Person
• Profile a Partnership
• Motorcycle Rallies
• State/County Fairs
• Concerts
• Sporting Events
• Vacation Destinations
• Others??

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Community/DepartmentSpecific Opportunities

• SFST training (new NHTSA guidelines)
• Checkpoints or saturation patrols
• After-action reports(success of increased
  enforcement)
• Long-term reporting (prosecutions)
• Enforcement/Prosecution training

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Available Resources
www.nhtsa.gov
Communications Forum
TrafficSafetyMarketing.gov
BuckleUpAmerica.org
StopImpairedDriving.org
SaferCar.gov
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New Crackdown Web Site
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Highway Safety Communications Is

• A system, not a slogan
• A program, not a press conference
• A benefit, not a message
• A long-term effort not a one-time shot

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