Power of the Pyramid: Implementing a Strategic Communications Approach for your Program

Susan GorcowskiOffice of Communications and Consumer Information

NASBLA 50NASBLA 50thth Annual Conference Annual Conference

The Power of the Pyramidof the

September 2009

What We Are Going to Cover TodayWhat We Are Going to Cover Today

The Disciplined Process

How NHTSA Works with Partners

Lessons Learned

Policy

Program

Traffic ResearchTraffic Research FARS DataFARS Data

Enforcement DataEnforcement Data

VMT DataVMT Data

Communications

Market ResearchMarket Research

Communications PlanCommunications Plan

Creative DevelopmentCreative Development

The Disciplined ProcessThe Disciplined Process

Program

Communications

Policy

In public health campaigns communications

must support programs that work

Key Concept

Seat Belt Use Rates 1983 - 2009Seat Belt Use Rates 1983 - 2009Source: NHTSA NOPUS

0

10

20

30

40

50

60

70

80

90

83 85 87 89 91 93 95 97 99 01 03 05 07 09

1414 1414

2121

37374242

4545 46464949

5959

6666 6767 69696868 6868

818182828080797975757373

71716767

6262

6969

848483838282

The 1970sThe 1970s

The 1980sThe 1980s

The 1980sThe 1980s

Smashing Pumpkins

1st

New York

Primary Belt State

Mid -1985Mid -1985

The 1980sThe 1980s

Vince and Larry

The 1990sThe 1990s

NC

1993North

Carolina

20012001Region 4 States

SC

MS

TN

KY

FL

NC

AL GA

Nationwide

2003

CIOT Ratchets Up Seat Belt UseCIOT Ratchets Up Seat Belt Use

CIOT 2009 AdsCIOT 2009 Ads

Stuck With A Ticket ad

Big Monster ad Video Guy ad

We Know What WorksWe Know What Works

Campaign Publicity Enforcement

Heightened Awareness/ Perceived Risk of Punishment

Fewer Fatal and Nonfatal Injuries

Higher Seat Belt Use

How does NHTSA

work with states,

local communities,

and partners

to achieve

message discipline?

Changing Behavior Through Media and Marketing Changing Behavior Through Media and Marketing That Support a ProgramThat Support a Program

Developing the right message…

For the right audience…

In the right place…

At the right time.

ProgramsMobilizations/Crackdowns

Sustained Enforcement

Tools You Can UseTools You Can Use

ProductsNational Communications PlanCommunications CalendarPlanners

NHTSA NHTSA 2010 2010

Communications Communications CalendarCalendar

www.TrafficSafetyMarketing.gov

Importance of PartneringImportance of Partnering

Lessons Learned in Messaging Lessons Learned in Messaging

Use data to identify your target audience

Test messages to be sure they resonate with audience

Develop creative material that tracks with messaging

Don’t mess with the brand – be firm

Use enforcement messages to support enforcement and social norming in off enforcement periods

Lessons LearnedLessons Learned

Plan your work and work your plan

Tailor national tools to achieve your local goals

Develop coalitions/partnerships/alliances to expand your reach

Hit your targets where they live

Coordinate. Coordinate. Coordinate.

Strategic Communications Strategic Communications

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

Susan GorcowskiSusan GorcowskiAssociate AdministratorAssociate Administrator

Office of Communications and Consumer InformationOffice of Communications and Consumer Information

susan.gorcowski@dot.govsusan.gorcowski@dot.gov

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