Safe Holiday Travel Campaign Evaluation Report

Safe

Background FLHSMV lead the Safe Holiday Travel campaign to remind everyone to stay safe on and around Florida’s roads while they travel for the Thanksgiving, Christmas and New Year holidays. The Safe Holiday Travel campaign also encompassed NHTSA’s ‘Buckle Up. Every Trip Every Time.’ enforcement initiative on November 22, and the December Impaired Driving campaign, which included the ‘Buzzed Driving is Drunk Driving’ enforcement initiative from November 24 to December 12 and the ‘Drive Sober or Get Pulled Over’ enforcement initiative from December 13 to 31. FLHSMV educated and engaged the public on the importance of traveling safely during the holidays, especially the following driving safety topics: • Tire Safety and Vehicle Preparation • ECI Registration • Drive sober and Never Drive Impaired – DUI Prevention • Buckle Up – Seatbelt Usage for Drivers and Passengers • Speeding – Slow Down

November 1, 2018 - January 1, 2019 Florida Department of Highway Safety and Motor Vehicles

Data Objectives Actual in "(BOLD)" There were 2,729 DUIs issued in during the Thanksgiving and Christmas/ ❒❒ Obtain three million (497,975 earned) earned and paid New Year holiday periods combined in 2017. In 2017, there were 3,306 impressions on department social media channels. tire-related crashes in Florida, resulting in 285 serious bodily injuries ❒❒ Garner more than 50,000 (17,463) visits to the Safe (SBI) and 46 fatalities. Hillsborough County had the most crashes Holiday Travel campaign web pages on www.flhsmv. involving impairment and Duval County had the most fatalities due to gov. a crash involving impairment in 2017. In 2017, 38 percent of those who were killed in crashes in vehicles where seat belt use is required chose ❒❒ Disseminate campaign messages through targeted not to wear their seat belts. During the holiday periods in 2017, the day advertisements and earn at least 100 (95+) million with the highest number of seat belt citations was November 22, the day impressions. before Thanksgiving, with 307 seatbelt citations, which also coincides ❒❒ Secure at least 45 (38) news stories based off of the with NHTSA’s Buckle Up enforcement initiative. During the holidays in department-disseminated press releases. 2017, there were 27,792 citations given for unlawful speed. Expenditures: $132,075 Target Market Gas station digital ads ($32,500) English and Spanish speaking motorists (Floridians and out-of-state Billboards ($24,575) travelers) age 20-59 driving in and out of Florida during the holidays in Internet Radio PSAs ($25,000) counties with the highest numbers of crashes and citations, including: Broadcast radio PSAs ($20,000) Brevard, Broward, Duval, Hillsborough, Lee, Leon, Miami-Dade, Orange, Online and social media ads ($20,000) Palm Beach, Pinellas and Sarasota. Educational print - Road Trip Game Cards ($10,000)

Overall Impressions / Reach: 96,594,402 95,301,773 Paid Media + 699,512 Earned Media + 497,975 Social Media + 17,463 Website + 77,679 Outreach Events

Partners • Message on FLHSMV digital sign and bulletin boards and statewide employee email • Motor Vehicle Network graphics in 15 county FLHSMV and Tax Collector offices • Highway message boards and posters in all FDOT rest areas and welcome centers • FPCA Green Alert with campaign information sent to all members • VISIT FLORIDA billboards in panhandle area for Hurricane Michael efforts

Social Media: 497,975 Total Impressions 39 Facebook posts∙ 167,228 impressions ∙ 2,643 engagements 44 Tweets∙ 290,517 impressions ∙ 3,837 engagements 16 Instagram posts∙ 40,230 impressions ∙ 3,622 engagements

Followers Gained: 751 Facebook | 258 Twitter | 250 Instagram

Compared to the 2017 campaign: Best Performing Social Media Posts • Engagement increased 131% on Twitter and 229% on Instagram • Impressions increased 117% on Twitter and 34% on Facebook

Website Analytics: 17,463 Total Pageviews · 3,550 Total Link Clicks 1,500 269 Total downloads* AGE 1,200 1:57 Average time spent TOP on campaign pages 900 51% 49% CITIES

Data includes the campaign pages translated 600 into Spanish. 300

*Download analytics based on 8% of sessions. 0 18-24 25-34 35-44 45-54 55-64 65+ GENDER

Safe Holiday Travel Campaign Evaluation Report · November 1, 2018 - January 1, 2019 2 Florida Department of Highway Safety and Motor Vehicles

Paid Media: 95,301,773 Total Impressions Outreach Events: 77,679 Total Participants Online Ads: 52,177,210 Total Impressions from banner ads 79 Total Events∙ 7 Troops $.38 Average CPM (Cost per 1,000 impressions) · 4,115 Clicks Escambia Holmes Santa Rosa Jackson

$4.86 Average CPC (Cost-per-click) · .01% CTR (Click Through Rate) TROOP A Nassau Gadsden Washington Okaloosa Hamilton Walton Duval Calhoun Leon Madison Bay Liberty Baker Suwannee Wakulla HTROOP Columbia Clay Taylor Union St. Johns Gulf Bradford Franklin Lafayette

Gilchrist TROOP A ∙1 Event Dixie G Alachua Putnam 70 Participants Flagler

Levy TROOP B ∙ 4 Events B Marion Participants Volusia 45,350 Lake

Citrus Seminole Sumter Brevard Orange Hernando

Billboards: 15,329,400 Total Eyes-On Impressions C ∙ 12 Events Pasco Osceola Polk

Daytona · Jacksonville · Miami · Orlando · Ocala · Pensacola · Tallahassee 6,680 Participants DTROOP Pinellas TROOP Hillsborough C Indian River

D ∙ 11 Events Manatee Hardee Okeechobee 3,660 Participants Highlands St. Lucie DeSoto Sarasota Martin

FTROOP Glades Charlotte

F ∙ 25 Events LTROOP Lee Hendry 3,344 Participants Palm Beach

Broward

Collier L ∙ 9 Events 15,325 Participants ETROOP

Miami-Dade E ∙ 17 Events Monroe 3,250 Participants

Earned Media: 699,512 Total Online Broadcast Radio: 14,324,400 Total Impressions Circulation & Views · 38 Total Stories 515 total spots from Florida News Network & other stations 23 Total Print and/or Online News Stories from 24 News Internet Radio: 11,468,697 Total Impressions Outlets with 407,601 Online Circulation 873 added value impressions from over-delivery 13 TV Stories from 13 News Outlet with $1,705.52 Average 2,408,426 Banner Impressions · 146 Total Clicks · .01% CTR Local Publicity Value

Media Markets: Fort Myers: Lehigh Acres Citizen, Naples Daily News, WBBH, WINK, WZVN · Gainesville: WCJB, WOGX · Jacksonville: Action News Jax, First Coast ABC News, Florida Times Union, News 4 Jax, WFOX · Miami: CBS4, NBC6, News 7 Miami, News Radio 610 WIOD, WSVN, WTVJ · Ocala/Orlando/ Osceola: Fox35, Real Radio 104, The Apopka Voice, WFTV, Gas Station TV Ads: 1,952,066 Total Impressions WKMG, WOFL · Tallahassee/Panhandle: WTXL, Franklin Home Ft. Myers · Jacksonville · Miami/Fort Lauderdale · Orlando/Daytona Page · Tampa: Tampa Bay Reporter, WWSB · Treasure Coast: TC Beach · Tallahassee · Tampa Bay Area · West Palm Beach/Ft. Pierce Palm · West Palm Beach: WFLX, WPBF, WPTV · National/State/ 40,340 added value impressions from over-delivery Out-of-state: WJLA, The Epoch Times

Press Releases (posted in English and Spanish): 1. November 1, 2018: Safe Travel Tops The Checklist This Holiday Season 2. November 20, 2018: Buckle Up to Arrive Alive this Thanksgiving Road Trip Game Cards: 50,000 Total Printed distributed to all FHP PAOs and Florida Welcome Centers 3. December 13, 2018: Florida Highway Patrol Encourages the (see back page for artwork) Gift of Safe Travel

Safe Holiday Travel Campaign Evaluation Report · November 1, 2018 - January 1, 2019 3 ROAD WORK *FHP AHEAD

Road Trip Game Cards - Road Trip Bingo (left) and License Plate Safari (right)

LEADERS IN SERVICE • AGENTS OF PROGRESS • CHAMPIONS FOR SAFETY