Case Study: Department of Transportation: Click It or Ticket
Location: Statewide (Florida)
Kidd Group was hired in 2005 and again in 2006 to conduct the statewide Click It or Ticket Florida earned media campaign for the Florida Department of Transportation. This Memorial Day campaign is aimed at getting Florida motorist to wear their safety belts. While the campaign had a high awareness it needed a facelift and new energy. Kidd Group was tasked with identifying key markets across the Florida in an effort to increase media coverage, awareness and participation.
Overall Objectives
- Secure over 20 million earned media impressions featuring the Click It or Ticket message
- Increase the safety belt usage rate by at least two percent as compared to the previous year
Implementation
In a little over two weeks, Kidd Transportation Group conducted press events in every major market across the state. We were responsible for every element of these events, from producing press materials (media kit, press releases, fact sheets) to selecting the location and guest speakers. Kidd Group, with help from our law enforcement partners across the state pulled off strong events in each region. Each year, special attention was given to those demographic groups with consistently low safety belt usage rates, specifically males ages 18 to 34 and African Americans. Several events were held at locations targeting these groups including the 2006 Kickoff event held at Florida A&M University in Tallahassee - a predominately African American University.
Evaluation
(1) Media coverage was outstanding and reached 20,917,599 impressions in 2005 and 21,455,639 impressions in 2006. Total coverage is detailed as follows:
- 736 total television news spots
- Generated nearly $1,000,000 in broadcast ad equivalency value
- 72 % of television spots provided coverage of the event
- Every major television network in Florida was represented
- 98 print publications across the state covered our events
- Every major daily newspaper covered Click It or Ticket
- 293 print articles ran across the state
(2) As a result of this effort, Florida experienced an 80.7 percent compliance rate in 2006 - the highest in its history. This rate reflected a 9 percent increase from the previous year's rate.
CASE STUDIES
Click It or Ticket Media Kits
