NDOT Problem/Concern
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Jerret Swierc
Nov 25, 2011, 6:39:03 PM11/25/11
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Ok. I read the problems and concerns section and the media plan section of the project. We have to point out 1-2 problems in each campaign to explain why they are ineffective and then make recommendations to fix them in the media plan.
Texting Campaign Problem
The campaign has been ineffective because of a lack of targeting:
- The age group with the greatest proportion of distracted drivers was the under-20 age group (16%). The age group with the next greatest proportion of distracted drivers was the 20-to-29-year-old age group at 13 percent. (distraction.gov/stats-and-facts/)
- NHTSA reports distracted driving fatalities doubled from 2007 to 2009 in Nevada, from 2.7% to 5.4%.
- from 2007 to 2009- almost 11% of all Nevada crashes were in the 16-20 age range (NDOT Crash Report)
-paired with the 21-25 age group- 25% of all Nevada automobile crashes (NDOT Crash Report)
Conclusion: The 20 & under age group has the greatest percentage of distracted driving accidents. In Nevada, distracted driving doubled from 2007-2009 and this age group totaled about 11% of all Nevada accidents in that period. Paired with the 21-25 age group, this group accounted for 25% of the automobile accidents in Nevada from 2007-2009. The campaign has been ineffective because it is trying to reach a large age group, rather than focusing on the primary offenders.
Texting Campaign Recommendations (Media Plan)
-Utilize media that reaches Nevada high school students and college students that are continuing their distracted driving habits.
- Use social media to engage this technologically savvy market and drive traffic to the NDOT website and online information tools.
Let me know if this makes sense or if I am way off.
Jerret
Texting Campaign Problem
The campaign has been ineffective because of a lack of targeting:
- The age group with the greatest proportion of distracted drivers was the under-20 age group (16%). The age group with the next greatest proportion of distracted drivers was the 20-to-29-year-old age group at 13 percent. (distraction.gov/stats-and-facts/)
- NHTSA reports distracted driving fatalities doubled from 2007 to 2009 in Nevada, from 2.7% to 5.4%.
- from 2007 to 2009- almost 11% of all Nevada crashes were in the 16-20 age range (NDOT Crash Report)
-paired with the 21-25 age group- 25% of all Nevada automobile crashes (NDOT Crash Report)
Conclusion: The 20 & under age group has the greatest percentage of distracted driving accidents. In Nevada, distracted driving doubled from 2007-2009 and this age group totaled about 11% of all Nevada accidents in that period. Paired with the 21-25 age group, this group accounted for 25% of the automobile accidents in Nevada from 2007-2009. The campaign has been ineffective because it is trying to reach a large age group, rather than focusing on the primary offenders.
Texting Campaign Recommendations (Media Plan)
-Utilize media that reaches Nevada high school students and college students that are continuing their distracted driving habits.
- Use social media to engage this technologically savvy market and drive traffic to the NDOT website and online information tools.
Let me know if this makes sense or if I am way off.
Jerret
Jerret Swierc
Nov 25, 2011, 6:53:53 PM11/25/11
to media-manag...@googlegroups.com
Hey Kyle,
I am coming back to Austin late tonight so I can meet you anytime tomorrow. Just let me know when and where you want to meet up.
-Jerret
I am coming back to Austin late tonight so I can meet you anytime tomorrow. Just let me know when and where you want to meet up.
-Jerret
Kyle Leavitt
Nov 25, 2011, 8:56:21 PM11/25/11
to media-manag...@googlegroups.com
Wow, that is way better than the garbage I have. Let's Meet at my place at 11? Im good at computer crap and design so we can put together a slick presentation too. 2900 south 1st. Apt 724
Kyle
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Jerret Swierc
Nov 25, 2011, 9:00:17 PM11/25/11
to media-manag...@googlegroups.com
Ok I'll be there.
Jerret
Jerret
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