Power & Appeal of North Carolina’s REAL ID...identification requirements Goals & Objectives. 4. ncrealid.gov Power & Appeal of North Carolina’s REAL ID North Carolina’s 7.6 million

Power & Appeal of North Carolina’s REAL IDAASHTO Committee on Transportation Communication Skills ContestExcel Category (1B) | May 3, 2019

ncrealid.gov Power & Appeal of North Carolina’s REAL ID

Background

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• May 2017: North Carolina debuts REAL ID.

• December 2017: Only 21% of driver’s licenses and IDs issued are REAL IDs (approx. 30,0000).

• Low numbers spark concerns offuture demand and driver’s license offices ability to keep up.

ncrealid.gov Power & Appeal of North Carolina’s REAL ID

Approximately 7.6 million drivers and 800,000 ID holders in North Carolina

Only 113 driver’s license offices – many in rural areas with limited staffing and space

No online issuances; In-person issuing due to stricter federal requirements

Public misconceptions and misinformation about REAL ID

Challenges

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ncrealid.gov Power & Appeal of North Carolina’s REAL ID

Increase REAL ID Issuances and reach 75% of driving population by October 2020

Correct misconceptions through education and outreach

Encourage public not to wait

Reinforce change in identification requirements

Goals & Objectives

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ncrealid.gov Power & Appeal of North Carolina’s REAL ID

North Carolina’s 7.6 million drivers and 800,000 ID holders

First-time drivers and new residents

Specifically, anyone who regularly:• Travels by air (especially those

without passports

• Visits federal facilities that check for ID

• Visits military facilities (North Carolina has six)

Those who might not benefit from a REAL ID

Target Audience

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ncrealid.gov Power & Appeal of North Carolina’s REAL ID

Strategy

• Comprehensive communications and outreach plan incorporating video, social media, web, news releases and media events

• Outreach efforts utilizing NCDOT communication channels

• Tactics included:

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REAL ID Partnerships

Mobile DMV Offices

Use of Influencers

REAL ID Express Days

Right: NCDMV Commissioner Torre Jessup during an outreach event at the North Carolina

State Fair in October 2018

ncrealid.gov Power & Appeal of North Carolina’s REAL ID

Real ID Partnerships

• Teaming with state agencies, military bases, religious organizations, athletic clubs and pro teams capable of reaching 75% of driving population

• Equipping them with REAL ID Partnership Toolkit with scripted social media messages, graphics, brochures, videos and FAQs

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ncrealid.gov Power & Appeal of North Carolina’s REAL ID

Influencers

• 17 media events in summer/fall 2018 involving prominent individuals, including:– Gov. Roy Cooper

– First lady Kristin Cooper

• Facebook Live with:– NASCAR legend Richard

Petty

– North Carolina men’s basketball coach Roy Williams

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ncrealid.gov Power & Appeal of North Carolina’s REAL ID

Mobile DMV & REAL ID Express Days• Mobile Driver License Units deployed

to: – North Carolina’s largest employers, including

University of North Carolina, SAS, IBM

– Events such as North Carolina State Fair, North Carolina Azalea Festival

• REAL ID Express Days involved extended Saturday hours at DMV offices in March and April 2019

9Left: A driver receives her REAL ID during a REAL ID Express Day in April 2019

ncrealid.gov Power & Appeal of North Carolina’s REAL ID

Measuring Success

Summer Issuances

• June 2018: 68,449• July 2018: 71,557• August 2018: 78,613 (record high)

These totals are double those of the same months in 2017.

REAL ID Express Days

REAL ID Express Days contributed to another record-breaking month of issuances in March 2019: 81,353 REAL ID issuances

Mobile DMV Offices

Mobile Driver License Units facilitated more than 6,000 REAL ID issuances through visits at employers and recreational events

1 Million & Counting

Since debuting in May 2017, more than 1 million people have gotten REAL IDs.

• 3% of N.C’s driving population as of December 2017

• 13% of N.C.’s driving population, as of May 2019

Successful Promotion

Promotional efforts were so successful in summer 2018, we had to pull back on some of efforts in late summer due to long lines.

Influencers Events

Summer 2018 influencer events featuring Richard Petty and Roy Williams resulted in highest number of transactions to-date with records being broken in June, July and August