Destination Safe 2019 March-April 2019 and June–July 2019

Final Campaign Report Campaign overview

Total media budget: $20,000 Budget spent: $20,011 Target audience: Teen drivers who represent a high percentage of the fatal crashes in the Kansas City region. Parents and other influencers of teen drivers. Drivers in the Kansas City region. Goal: Increase public awareness of top behaviors that lead to fatal and serious injury crashes in order to reduce transportation-related fatalities and serious injuries in the Kansas City region.

Campaign media mix (paid advertising):

Medium Amount spent Percentage of campaign Radio $17,928 89% Social media $2,083 11% Total $20,011 100%

Media Mix

Radio 89% Social 11%

Campaign output and reach: Number of ad Estimated gross Medium Cost CPM placements impressions Radio 588 1,072,800 $15,258 $14.22 Radio streaming n/a 245,000 $2,670 $10.90 Social media 25 253,268 $2,083 $8.22 Total 613 1,571,068 $20,011 $12.74

Cost per thousand or CPM is $12.74. It cost that amount to reach 1,000 people. Last year the CPM was $ 13.37.

2 Radio advertising — $17,928

We placed 15 second spots on six radio stations in the Kansas City region that draw the highest number of listeners in our target age group (15-24), according to Nielsen ratings. The majority of the ads ran during traffic updates. We focused on distracted driving, seat belt use, aggressive driving, impaired driving, and pedestrian safety. The spots were heard more than 1 million times over the campaign. We also placed targeted audio messages on Radio.com, a free app that offers more than 300 stations and 1,100 podcasts including the local Entercom stations. Our messages were heard 245,000 times. Broadcast Radio -$15,258 # of ads Radio Station Est. gross impressions Cost CPM campaign KZPT-FM (The Point) 80 104,000 $1,880 $18.08 WDAF-FM (The Wolf 106.5) 96 86,400 $3,120 $36.11 KCHZ-FM (The Vibe 95.7) 107 163,400 $1,734 $10.61 KCFX-FM (101 The Fox) 117 183,300 $4,719 $25.74 KCMO FM (94.9 ) 45 30,000 $1,185 $28.21 KPRS (Hot 103 Jamz) 144 505,700 $2,620 $5.18 Total 588 1,072,800 $15,258 $14.22

Streaming Radio - $2,670

Medium Target Impressions Cost CPM 18-34 Kansas City Radio.com 245,000 $2,670 $10.90 DMA

Radio Spot Scripts Distracted Driving

(sound of camera clicking) Taking a selfie while flexing is vain. (Sound of car crash) Talking on the phone or texting while driving is deadly. Park the phone. Just drive. A message from Destination Safe in partnership with Drive to Zero and Arrive Alive.

(dinner table sounds) (texting sounds) Mom’s voice: Would you put down that phone! Announcer: texting at the dinner table is rude. (sound of car crash) Talking on the phone or texting while driving is deadly. Park the phone. Just drive. A message from Destination Safe in partnership with Drive to Zero and Arrive Alive.

3 Radio advertising — continued

(Sound of toilet flushing) Using the phone on the toilet is just gross. (Sound of car crash) Talking on the phone or texting while driving is deadly. Park the phone. Just drive. A message from Destination Safe in partnership with Drive to Zero and Arrive Alive.

(dramatic sound from movie theater) (talking on the phone) Voices: Shhh!!!! Announcer: Using your phone at the movie theater is annoying. (Sound of car crash) Talking on the phone or texting while driving is deadly. Park the phone. Just drive. A message from Destination Safe in partnership with Drive to Zero and Arrive Alive.

Seat Belts

(voice singing along on radio) Go ahead pretend you’re on carpool karaoke. Belt out a tune Just make sure you’re belted in. Seat belts save 13 thousand lives each year. Buckle up for every trip, every time. A message from Destination Safe in partnership with Drive to Zero and Arrive Alive.

(click of a seat belt buckle) It’s time to buckle down on making sure you and your loved ones buckle up. Using your seat belt cuts your risk of dying in a crash by 45 percent. Buckle up for every trip, every time. A message from Destination Safe in partnership with Drive to Zero and Arrive Alive.

Aggressive Driving

(car horn. Voice: I’m so late!) Better to arrive alive and late than not at all. Aggressive driving plays a role in nearly half the deaths on the roadways in our area. Slow down and back off. A message from Destination Safe in partnership with Drive to Zero and Arrive Alive.

(car horn) Tailgating may be a blast before a ballgame, but NOT when you’re riding the bumper of the car in front of you. Drive smart and stay penalty-free on the road. A message from Destination Safe in partnership with Drive to Zero and Arrive Alive.

4 Radio advertising — continued

Impaired driving

(music) Is your friend too drunk to drive? If you have to ask, the answer is yes. Be Smart. Take the keys and call a cab. Impaired driving is no accident. A message from Destination Safe in partnership with Drive to Zero and Arrive Alive.

(can opening) One beer, (can opening) two beers, (can opening) Three beers. Maybe not enough to make you drunk. Just don’t get behind the wheel, because buzzed driving is drunk driving. A message from Destination Safe in partnership with Drive to Zero and Arrive Alive.

Pedestrian safety

(sound of car crash) Pedestrian crashes are on the rise. On average in 2015, crashes killed a pedestrian every two hours and injured one every seven minutes. Watch for walkers. A message from Destination Safe in partnership with Drive to Zero and Arrive Alive.

(Sounds of cars rushing by) I walk and you drive. So let’s make a deal. I’ll watch for you-and cross the street safely. You watch for me-and stop. Think of the impact we can make. A message from Destination Safe in partnership with Drive to Zero and Arrive Alive.

5 Social Media advertising summary — $2,083

Facebook We continued to promote the Destination Safe Facebook page and safe driving messages...spending nearly $1,500 and increasing the number of people who like the page from 2,047 to 2,134. The messages were seen nearly 175,000 times.

Start End Results Content focus Imp. Eng.* Results Comp.** Cost CPR CPM date date rate 2/20 3/31 Page promotion February 1,622 308 27 1.66% Avg. $33 $1.23 $20.39 6/1 6/30 Page promotion June 3,230 94 78 2.41% Avg. $100 $1.28 $30.96 3/11 3/18 St. Patrick’s Day 20,269 2,125 2,125 10.48% Avg. $125 $0.06 $6.17 3/20 3/31 Buzzed driving selfie video 15,717 14,176 14,176 90.20% Avg. $125 $0.01 $7.95 4/3 4/18 Distracted rude vain image 24,062 2,435 2,435 10.13% Avg. $125 $0.05 $5.20 4/23 4/30 Distracted rude vain video 12,731 11,023 11,023 86.58% Avg $125 $0.01 $9.82 5/14 5/20 Buckle up survivor 19,010 12,045 12,045 63.36% Avg. $125 $0.01 $6.58 5/20 5/27 Buckle up crash 13,177 9,509 9,509 72.16% Avg. $125 $0.01 $9.49 5/27 6/3 Aggressive price & nut 14,211 1,598 1,598 11.24% Avg. $125 $0.08 $8.80 6/3 6/10 Aggressive hit or miss & late 11,770 1,339 1,339 11.38% Avg. $125 $0.09 $10.62 6/10 6/17 Pedestrian driver 11,762 11,762 11,762 62.75% Avg. $125 $0.01 $6.67 6/18 6/25 Pedestrian walker 13,391 9,534 9,534 71.20% Avg. $125 $0.01 $9.33 4/3 4/8 Operation Impact phone 1,774 337 337 19.00% Avg. $25 $0.07 $14.09 5/2 5/9 Operation Impact buckle up 1,213 211 211 17.39% Avg. $25 $0.12 $20.61 5/30 6/6 Operation Impact slow down 1,283 221 221 17.23% Avg. $25 $0.11 $19.49 6/27 7/4 Operation Impact drive sober 2,571 350 350 13.61% Avg. $25 $0.07 $9.72 Total 174,739 76,973 76,770 43.93% Avg. $1,483 $0.02 $8.49

*Facebook engagements include post reactions, shares, clicks, photo/video views, comments and page likes. Results rate is the best indication of the success of ads because it’s based on the objective (increase followers, awareness, engagemnet, video views etc.)

**Comparison is the value Facebook gives the post in comparison to other similar promotions.

6 Social media advertising summary — (continued)

Top Facebook video post. Top Facebook Operation Impact post.