Case Study: Gather. Go. Get.
Kidd was hired by the Florida Department of Highway Safety & Motor Vehicles (DHSMV) to develop and implement a statewide public information campaign. In an effort to increase awareness about upcoming driver license and identification changes, our team launched a campaign comprised of advertising, web and public relations initiatives. It would be the largest driver license campaign launched in the U.S. to date.
Floridians renewing or obtaining a new driver license/identification card will be required to show proof of 1) identification, 2) Social Security number and 3) two items of residential address.
To assist residents with these changes and make the visit less stressful for all involved, the DHSMV encouraged Floridians to gather their necessary documents, go to a drivers license office and get their new card.
A GatherGoGet.com campaign website was launched to help residents:
- Determine when they will need to visit a drivers license office.
- Create a personalized checklist detailing documents they’ll need.
- Obtain contact information for issuing offices of required documentation.
- Browse a list of driver license offices in their local area.
This online component was publicized through a strategic outreach plan including both paid and earned media initiatives. To kick-off the Gather. Go. Get. campaign, Kidd conducted a virtual press event. This element was critical in deploying the campaign message to all media contacts statewide. Allowing reporters access to access the event in-person, via conference call or webinar ultimately secured maximum participation and coverage for the campaign.
Additionally, a partner site PromoteGatherGoGet.com, served as the central source for campaign information. It provided press materials, logos, fact sheets, pre-packaged copy, contact information and advertising comps. With this vehicle, all involved were plugged in and continually connected with up-to-date information.
Thus far the campaign has received over 9 million earned media impressions. Residents continue to enter the DHSMV offices with all necessary documents.
- Print Clippings
- Total of 14 publications
- 4,530,905 impressions
- 100 percent of articles featured “new driver license requirement” message
- Television Coverage
- 41 news spots
- Generated $9,592 in estimated broadcast publicity
- Reached an audience of 1,263,252
- Online Publication Clippings
- Total of 9 online publication postings
- 3,286,978 unique visitor impressions
- 100 percent of articles featured “new driver license requirement” message
TOTAL MEDIA IMPRESSIONS = 9,081,135
CASE STUDIES
FLORiDA Card Logo
Gather. Go. Get. Press Release Event
