Saints Agency

Slow Your Roll Campaign

Integrated Marketing Communication Campaign

Created By:

Christine Collins, Account Executive

Sequoia Doetch, Account Planner

Ariel Whitmore, Creative Director

Cheyanne Wingo, Producer

Executive Summary

The problem this campaign was tasked with solving is the illegal and unsafe bicycle and vehicle behaviors of Flagler College students in St. Augustine. Based on primary research it was discovered that the root cause of this problem was a breakdown between attitudes and behaviors regarding bicycle safety. The aim of this project was to implement and expand a targeted mini campaign on Flagler College’s campus to encourage students to follow traffic laws and reduce the amount of bicycle and vehicle crashes that occur in the city. Failure to successfully implement this campaign would lead to the continuation of bicycle and vehicle crashes that result in student injuries and deaths.

The primary audience was Flagler College students who live on and off campus. While all students will be targeted during this campaign, special attention will be paid to reaching male students who are statistically more likely to be involved in a collision. The secondary audience was Flagler College administration. Without the administration’s support the scope of the campaign would have been significantly limited. Key faculty members, staff and administrators were targeted to help reinforce the messages of the campaign to students, to approve and help expand the reach of campaign events on campus and to grant access to Flagler College’s official communication channels.

In order to reach the primary audience and influence their knowledge, beliefs and behaviors regarding bicycle traffic laws, the Slow Your Roll campaign executed a series of on campus events that allowed students to interact with key messages of the campaign. These events were reinforced with informational materials at, and in between, the events that stimulated an ongoing conversation amongst students and with campaign consultants. Suggestions for future events and additional materials to keep the campaign’s message alive on campus have also been developed.

The anticipated cost of the campaign was $100 which included campaign materials to plan and execute the on campus events. There was also human capital invested in the project with significant time and energy dedicated to planning, implementing and evaluating the campaign. The anticipated cost was covered by the allotted budget for the campaign designated by the client. This is a not-for-profit campaign that aims to improve student safety in St. Augustine and reduce the amount of traffic crashes that occur annually.

The success of the campaign was evaluated by comparing results to three campaign objectives. Pre surveys were distributed and analyzed to assess the existing knowledge, attitudes and behaviors of students regarding bicycle traffic laws. After all of the campaign tactics were executed a post survey reevaluated the students’ knowledge, attitudes and behaviors. The percent change from the pre to post survey was calculated in all categories to determine the success of

the campaign. These results were compared to our stated objectives for the campaign and aided in making revisions for future campaigns aiming to meet the goal of reducing bicycle and vehicle crashes involving Flagler College students.

Situational Analysis

The city of St. Augustine has looked into local crash reports from the past five years and

developed a campaign in partnership with the North Florida Transportation Planning

Organization (North Florida TPO) in order to reduce the number of crashes in St. Augustine,

involving vehicles, bicycles and pedestrians. The “Yield to Life” campaign aimed to raise

awareness about the 165 crashes that have occurred within the city in the last five years, nine of

which were fatal and modify the knowledge, beliefs and behaviors of residents about traffic and

safety laws.

Flagler College is a small, liberal arts college with just over 2,800 students. Located in the heart

of downtown St. Augustine the college is at the epicenter of where crashes between vehicles,

bicycles and pedestrians have occurred in above average numbers over the last five years. The

student population is 41% male and 59% female. While all students will be targeted during this

campaign, based on the findings of our secondary research young males have been more

involved in these traffic crashes and that will be reflected in our primary research and outreach

methods.

The city of St. Augustine and Flagler College are interconnected, with faculty, staff and students

actively involved in city events and affairs. Getting key faculty members involved in the bicycle

safety campaign was crucial to the success of the campaign, its continued implementation on

campus and demonstrating the school’s involvement in making the city safer for everyone.

Key faculty members include:

• Dan Stewart- Dean of Student Services

• Grant Nielson- Director of Student Services

• Carly James- Director of Student Activities and Student Government Association (SGA)

Advisor

The matters that were focused on during this campaign and the messages that were

communicated include:

• Reaching a wide and diverse group of students on the college’s campus.

• Recruiting the support and/or assistance of key faculty members in implementing and

maintaining the campaign on campus.

• Keeping the key messages of the campaign visible and alive on campus over an extended

period of time.

• Planning and executing events on campus to get students actively involved with the

campaign messages.

• Increasing the knowledge of vehicle and bicycle traffic laws among students.

• Influencing the beliefs of students to be more positive regarding their safety and the

safety of others while in a vehicle or on a bicycle.

• Modifying the behavior of students to be in line with traffic and safety laws and

regulations.

SWOT Analysis

Problem Statement and Consequences

The problem that this campaign aimed to solve is as follows:

The illegal and unsafe bicycle and vehicle behaviors of Flagler College students in St. Augustine.

Failure to implement this campaign or to execute it unsuccessfully will lead to the continuation

of bicycle and vehicle crashes, injuries and deaths among Flagler College students in St.

Augustine.

Campaign Goal

Strengths

• SGA taking over campaign

o More campus wide

involvement

o Including more campus organizations

o Campaign remains active from semester to semester

• Faculty support for on campus events o Dean Stewart – Dean of

Student Services

Weaknesses

• SGA taking over campaign

o Interest/investment in the campaign

o Knowledge about campaign messages and traffic laws

o Campaign materials and execution responsibilities changing hands often

• Other campus projects and events competing for students’ attention

Opportunities

• Integrating campaign w/ local events

o Working with the SAPD

o Mini campaign w/ the city

Threats

• Local events distracting from campaign

o Nights of Lights

o The 450th Anniversary

The goal of the campaign goal was as follows:

To implement and expand a targeted mini campaign on Flagler College’s campus to encourage

students to follow traffic laws and reduce the amount of bicycle and vehicle crashes in St.

Augustine.

Audience Identification and Messages

During this campaign two audiences were targeted on Flagler College’s campus. Target

audiences include, but are not limited to:

Primary Audience

• Flagler College Students

o On campus

o Off campus

o Bicyclists

o Drivers

Secondary (Intervening) Audience

• Flagler College Administration

o Office of Student Services- was integral to getting campaign messages to students

through various campus outlets:

• Dean Dan Stewart- Approves all student run events on campus

▪ Approved the ghost bike and skateboard installation

• Mr. Grant Nielson- Schedules and facilitates all campus events

• Mrs. Carly James- Oversees the planning and execution of all SGA related

activities.

▪ Oversee the execution of campaign events in the future

Flagler College’s Students

General Rationale: To build an understanding of traffic and bicycle laws within our primary

target audience Flagler College students. Specifically, what the laws are, why they should be

following them and how to drive and/or ride safely. Identifying which messages are most

essential to and applicable to the target audience understanding and following these laws and

connecting these messages to the large and diverse student body.

Audience Objectives

• Increase knowledge of bicycle traffic laws among Flagler students by 30% over a 2.5

month period.

• Increase beliefs about the need to follow bicycle traffic laws among Flagler students by

25% over a 2.5 month period.

• Increase the amount of Flagler students who follow bicycle traffic laws by 20% over a

2.5 month period.

Strategies and Tactics

Marketing communication strategies and tactics for reaching this key audience included:

Strategy 1: Spoke and interacted with students on campus to gauge their awareness and

observance of bicycle traffic laws.

Tactic 1: Proctored in person quizzes to test knowledge of bicycle traffic laws.

Tactic 2: Distributed a campus wide survey to gain better understanding of students’

knowledge, beliefs and behaviors regarding bicycle laws.

Tactic 3: Gathered students for focus groups on how Flagler College should implement

bicycle safety programs in the future.

Tactic 4: Preform post evaluation surveys to gauge how bicycle safety knowledge, beliefs

and behavior have changed.

Strategy 2: Used digital media outlets to communicate the importance of Florida bicycle laws.

Tactic 1: Posted pictures of quiz participants on Instagram paired with a quote to raise

awareness about key issues and drive traffic to the campaign website.

Tactic 2: Used email blasts to promote on campus events related to the campaign.

Strategy 3: Implemented mini guerrilla marketing campaigns on campus to increase knowledge

of bicycle traffic laws and modify beliefs about their importance for campus safety.

Tactic 1: Target students through mini challenges during halftime at campus athletic

events.

Tactic 2: Target students through Ghost Bike and Ghost Skateboard installation and

signature pledge.

Strategy 4: Created a bicycle safety program for Flagler College to implement to continue to

keep bicycle traffic laws and dangers a topic of interest on campus.

Tactic 1: Developed and created informational materials to be included in student

orientation

Tactic 2: Created a projected media schedule for Spring 2015

Suggestions for campaign continuation:

Strategy 1: Use Flagler College official communication channels to inform students about

Florida bicycle traffic laws.

Tactic 1: Use WFCF Flagler College’s radio station to spread key safety messages to

students.

Tactic 2: Use Twitter, Facebook and Instagram posts to remind students of Florida

bicycle laws and what they can do to stay safe.

Tactic 3: Promote awareness and participation in campaign events through Twitter,

Facebook and Instagram

Tactic 4: Use mass email to students to promote safety messages and campaign

events

Strategy 2: Implement mini guerrilla marketing campaigns on campus to increase knowledge of

bicycle traffic laws and modify beliefs about their importance for campus safety.

Tactic 1: Target students through Ghost Bike and Ghost Skateboard installation and

signature pledge.

Tactic 2: Target students through bicycle safety Instagram scavenger hunt.

Tactic 3: Target students through mini challenges during halftime at campus athletic

events.

Message points delivered in communication tools:

• Taught students Florida’s bicycle and traffic laws

• Demonstrated the importance of these laws and convinced students to follow them

• Made Flagler College student’s safer and more aware when they ride their bicycles and

drive their cars.

Flagler College Administration

General Rationale: As a secondary target audience the administration will help us achieve our

goal by setting an example for our primary audience and making bicycle safety an important,

visible topic on campus. Their support will help us reach our target audience through various

official campus media outlets.

Audience Objectives

• To find a campus organization to take responsibility for the campaign and execute it

throughout future semesters.

Strategies and Tactics

Marketing communication strategies and tactics for reaching this key audience are:

Strategy 1: Gained support and approval from key administration, faculty and staff members to

host on campus bicycle safety events.

Tactic 1: Presented the research and findings of the campaign to administration and

faculty members involved in with the campaign this semester and demonstrated the

campaign’s importance.

Strategy 2: Created a bicycle safety program for Flagler College to implement to continue to

keep bicycle traffic laws and dangers a topic of interest on campus.

Tactic 1: Present the finding of the campaign, informational materials and mock

schedules to Flagler College’s Student Government Association (SGA) and demonstrate

the importance of their involvement in the campaign in the future.

Message points delivered in communication tools:

• Demonstrated the importance of following bicycle traffic laws for student safety

• Aiding in the overall success of future campaigns

Budget

Half Time Incentives- $40 (2 $20 Target Giftcards)

Ghost bike events- bike/skateboard $40

Spray paint (3 cans) $8

Chalk (1 box) $4

Sharpies $4

Projected Campaign Costs:

Cost to produce freshman orientation bicycle safety literature:

Flyers (1,000) $30.80

Brochure Printing (1,000) $191.53

Posters (5) $49

Cost of future action events to increase campus awareness of bicycle safety:

Ghost Bike Event-

Spray Paint (3 cans) $8

Chalk (1 box) $4

Sharpies $4

* Would be extremely cost effective to orchestrate since we have already incurred the cost of the most expensive part of this campaign, the bike and the skateboard

Future Half Time Events

Incentives- 2 $20 Target Gift Cards

Instagram Scavenger Hunt Prizes

Get local bike shops to donate safety equipment to give away

Completed Media Schedule

September 8-21: NFTPO Slow Your Roll Campaign in St. Augustine

September 13: Promoted Slow Your Roll Campaign at the Farmers’ Market

September 15: Promotes Slow Your Roll Campaign at Art Walk

October 2-4: Pre campaign evaluation (surveys)

October 7: Promoted Slow Your Roll Campaign at National Night Out

October 23: Client Brief

Photo-shoot with Victoria for NFTPO Slow your Roll Campaign

November 10-13: Flagler College Ghost Bike Week

November 19: Halftime Sponsorship at basketball game

November 20-22: Post Campaign Evaluation

December 2: Present prospective bicycle safety program to SGA at 9 pm

Projected Media Schedule- Spring 2015

End of January 2014: Nights of Lights

• Incorporate Nights of Lights with our bicycle safety campaign by #nightsoflights on instagram photos of bicycles that are properly lit.

February 26-30: Halftime Events

• Host a series of halftime events in order to keep our cause at the forefront of students’ consciousness.

• The Athletic Calendar online only goes through January, but there should be multiple athletic events to choose from during this week, as it is the first full week back after the holiday break.

March 2-7: Ghost Bike Installation on campus

• This date coincides with Campus visit day for prospective students and their parents which will allow us to expose our campaign to a larger audience than normal

March 23-27: Spring break themed Instagram scavenger hunt

• The week students return from Spring Break host an Instagram scavenger hunt. The #pumpthebreak will be utilized to raise both awareness of and interest in our campaign.

April 11: Set up Ghost Bike Installation at Farmer’s Market

April 22: Present Ghost Bike Installation with an Earth Day theme at Music by the Sea

Evaluation Plans

Impact- Based on primary research, conducted before and after our mini campaign, we

were able to quantify the campaign’s impact on Flagler college student’s knowledge,

beliefs and behavior regarding bicycle safety and traffic laws.

Primary Audience

o Increased knowledge of bicycle traffic laws by 12% over a 2.5 month period.

This campaign had the largest impact on student’s knowledge of bicycle traffic laws.

Based on the results of the pre-survey, students answered knowledge questions regarding

Florida traffic laws with 71.5% accuracy. After the two and half month campaign students

took a post survey which asked the same knowledge based traffic questions. Students

answered these with 81.5% accuracy. That is a 12.4% increase of bicycle traffic laws

during this semester.

o Increased beliefs about the need to follow traffic laws among students by 3% in a

2.5 month period.

The questions pertaining to student’s beliefs of bicycle traffic laws aim to distinguish

between what student’s see as important or unimportant regarding bicycle safety. These

questions also help distinguish between what students know they should do and what

they actual do. This group of questions students answered with the most accuracy on both

the pre and post survey. Students answered 88% of these questions correctly on the pre-

survey and 91% percent of students answered these questions correctly on the post

survey. This shows a 3% increase in positive beliefs regarding bicycle safety and traffic

laws. This also demonstrates that the majority of students know what they should be

doing in various bicycle and vehicle traffic situations.

o Increased the amount of students who follow Florida bicycle traffic laws by 11%

over a 2.5 month period.

The most important objective in terms of achieving our overall goal is the affecting the

behavior of students, specifically modifying their behavior so that they choose to follow

bicycle traffic laws. Based on the results of the pre-survey 84% of students selected the

lawful course of action in various bicycle traffic situations. This shows a disconnect

between what students know they should do and how they actually behave. At the end of

the campaign the post-survey results showed that 93% of students selected the correct

course of action to take in the same bicycle traffic situations laid out in pre-survey. That

is an 11% increase in lawful behavior by students on the road in a two and half month

period.

These results were compiled by comparing results from the pre-survey and post survey.

The surveys were calculated at a 95 percent confidence level. Based on the survey’s

sample size in relation to the total student population at Flagler College, the pre-survey

confidence interval is 8.15 and the post survey confidence interval is 8.5.

In September, traffic crashes in the city of St. Augustine were reduced by 20% compared

to traffic crashes from last September. This demonstrates progress in achieving our goal

of reducing the amount of bicycle and vehicle crashes in St. Augustine. October crash

reports showed minimal change from last year to this year. We held on campus events

through the month of November but crash reports are not yet available.

Secondary Audience

o Approved by SGA Advisor, Carly James, to pitch the campaign plan to the SGA

Executive Board on December 9th at 9 p.m.

The campaign research, results and suggestions for future campaigns will be

presented to SGA as a permanent part of the college’s orientation program with

events extending throughout the entire semester. After meeting with SGA advisor,

Carly James, and discussing the campaign’s goal and objectives this campaign plan

meets the standards for presentation to the SGA Executive Board meeting on

December 9th.

Output- Throughout our involvement with the “Yield to Life” mini campaign and our

expansion of this project into a targeted campaign aimed at Flagler College students our

output included:

▪ Grassroots outreach with over 400 students on campus

• Discussed safety quizzes, distributed brochures and T-shirts

• Posted pictures to the campaign’s social media outlets to drive

traffic to the campaign website

▪ Created and distributed campaign press release

▪ Three feature articles or feature mentions for the campaign appeared in

local news outlets

▪ Ghost bike and skateboard installation executed for a week on campus

• Discussed traffic laws, safety issues and key campaign messages

with students

• Students interacted with the installation and the campaign by

signing the pieces as a pledge to be more aware of these laws and

issues in the future

▪ Hosted a basketball halftime event

• Reinforced key traffic and safety laws in a fun and competitive

environment for students

• Built a relationship with Flagler Athletics that will allow us to host

more events in the future

▪ Created additional action/event tools and communication tools to pass on

to SGA for future use.

• Radio PSA for WFCF

• Instagram Scavenger Hunt

• Informational Brochures

• Infographics

• Flyers

Appendix A

Table A1

The chart displays the increase in student knowledge regarding bicycle traffic laws from before the implementation of the mini campaign until after its completion.

Table A2

The chart displays the increase in student beliefs regarding the importance of bicycle traffic laws from before the implementation of the mini campaign until after its completion.

Table A3

Change in Student Knowledge

50%

55%

60%

65%

70%

75%

80%

85%

90%

95%

100%

Pre-Survey Knowledge Post-Survey Knowledge

Change in Student Beliefs

70%

73%

76%

79%

82%

85%

88%

91%

94%

97%

100%

Pre-Survey Beliefs Post-Survey Beliefs

The chart displays the increase in student behavior in regards to following bicycle traffic laws from before the implementation of the mini campaign until after its completion.

Figure A4

Price quotes for campaign flyers that support our projected campaign budget and overall material expenses.

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Change in Student Behavior

60%

70%

80%

90%

100%

Pre-Survey Behavior Post-Survey Behavior

Figure A5

Price quotes for campaign brochures that support our projected campaign budget and overall material expenses.

!

Figure A6

Price quotes for campaign flyers that support our projected campaign budget and overall material expenses.

!

Appendix B