Arkansas State Police Response to Request for Proposal Arkansas State Police Advertising and Marketing Services SP-19-0041 Proposal Opening Date: February 15, 2019 2:00 p.m. Central Time CJRW CJRW NW 300 Main Street 326 SW A Street, Suite 200 Little Rock, AR 72201 Bentonville, AR 72712 1 501.975.6251 479.461.7696 Technical Proposal Required Documents Click It or Ticket E.1 Qualifications and Experience Buckle Up In Your Truck E.1. A Describe your firm’s experience and capabilities in traffic safety advertising development, multi-channel marketing, creative concepting, advertising, and public relations in the past five (5) years. 1. Include experience with traffic safety best practices and High Visibility Enforcement mobilizations. 2. Include which services and roles are covered in-house and which are covered by subcontractors. Describe your firm’s experience and capabilities in traffic safety advertising development, multi-channel marketing, creative concepting, advertising, and E.1 A public relations in the past five (5) years. As the agency of record for the Arkansas State Police Highway Safety Office (ASP-HSO) for 14 years, CJRW has an unmatched and proven record of success in traffic safety advertising. During this time, CJRW has developed numerous traffic safety campaigns including these specific campaigns produced within the past five years: Occupant Protection (Click It or Ticket), Impaired Driving (Drive Sober or Get Pulled Over), Distracted Driving, Toward Zero Deaths, Work Zone Safety, and Motorcycle Safety Awareness. All of these campaigns included advertising development, multi-channel marketing, creative concepting, advertising, and public relations components. Over the past 14 years, CJRW has also worked on a number of additional campaigns, most notably: • Click It or Ticket Enforcement Campaign (Memorial Day and Thanksgiving) • Drunk Driving, Over the Limit, Under Arrest Enforcement Campaign (4th of July, Labor Day and December Holiday/New Year’s) • Teen Underage Drinking (Prom) Enforcement Campaign – Zero Tolerance. Drunk Driving. Over the Limit, Under Arrest • Share the Road, Motorcycle Campaign • Arkansas Department of Parks & Tourism Welcome Center Message Campaign • University of Arkansas at Pine Bluff Outreach Event • Toward Zero Deaths Campaign KANSA R S A • Work Zone Safety Enforcement Campaign S • Distracted Driving Enforcement Campaign T E AT I C • Distracted Driving Awareness Campaign E P O L • Drug Impaired Driving Enforcement Campaign • Speed Prevention Enforcement Campaign • Race for Hope – Partnership with NASCAR Hall of Fame Member Mark Martin • Sports Marketing (Arkansas Razorbacks, UAPB Winning Combination Diversity Outreach, Hooten’s Arkansas Football, Arkansas Twisters, live endorsements on sports talk radio, live on-air local radio remotes at local motorcycle rallies such as Bikes, Blues and BBQ in Fayetteville and the Hog Rally in Hot Springs, Arkansas Traveler’s and Northwest Arkansas Naturals) A case study detailing CJRW’s work on a high-visibility campaign (within the past five years) is provided on the following pages. 5 Describe your firm’s experience and capabilities in traffic safety advertising development, multi-channel marketing, creative concepting, advertising, and E.1 A public relations in the past five (5) years. ARKANSAS STATE POLICE HIGHWAY SAFETY OFFICE DRIVE SOBER OR GET PULLED OVER Situation The Drive Sober or Get Pulled Over campaign is a nationwide enforcement mobilization facilitated by NHTSA (National Highway Traffic Safety Administration) in conjunction with state and local law enforcement offices. The heightened enforcement effort coincide with the Fourth of July, Labor Day and Christmas holidays during the 2014-2015 fiscal year. The goal of Arkansas’s Drive Sober or Get Pulled Over mobilization campaign for 2015 was to reduce or maintain the number of alcohol-related fatalities by -- both raising public awareness of the heightened law enforcement efforts and ~ educating target audiences regarding the importance of sober driving. DRIVE SOBER OR The Fourth of July, Labor Day and Christmas holiday enforcement awareness programs targeted those most likely to drive impaired – young males, ages 18 BET PULLED OVER to 34. Messaging relayed the grave risk of injury – or even death – to those ~ who chose to get behind the wheel after having too much to drink. JONESBORO POLICE DEPARTMENT Sub-messaging focused on enforcement and the high probability that impaired drivers would be caught and arrested. Messaging was relayed to target audiences utilizing both paid advertising and earned media tactics. Mediamark Research Inc. (MRI) media consumption data, Nielsen ratings data, and Arbitron ratings data dictated a strong media mix of broadcast and cable television, radio and online advertising. Broadcast TV provided mass reach and frequency in major metro areas, while cable TV generated frequency of exposure in targeted programming and extended the buy’s reach. Radio further extended both reach and frequency, targeting young males when they were most likely in their vehicles. Digital advertising added to reach and frequency, utilizing a popular medium for the younger audience. Out-of-Home advertising engaged the target audience and extended the reach of the “Drive Sober” brand. Sports marketing was integrated into the media plan as sports is a primary interest of our target audience. We continued our partnership with the only two minor league baseball teams in the state - the Arkansas Travelers (Central Arkansas) and Northwest Arkansas Naturals. CJRW launched the TZDArkansas.org website. This website is the primary resource for the safety enforcement mobilization campaigns run by the Arkansas Highway Safety Office. The website includes news, events, programs, the state’s safety plan and video content. The homepage features an interactive quiz asking visitors to answer highway safety questions, then providing more detailed information about the various enforcement programs such as distracted driving, speeding, impaired driving and occupant protection. A social media presence was established for all the mobilization campaign efforts, developing a content strategy for social media promotion and creating unique and engaging content to deliver in social media channels. It includes everything from the actual plan development and background research on target audiences in social media, to establishing social media pages and feeds for the program and creating 6 Describe your firm’s experience and capabilities in traffic safety advertising development, multi-channel marketing, creative concepting, advertising, and E.1 A public relations in the past five (5) years. interesting photos, info-graphics or short videos to post, and initial page management and posting. During the Labor Day Drive Sober or Get Pulled Over enforcement mobilization, a new creative campaign was launched featuring the message that if you choose to drink and drive, here are the consequences you will face: you will lose your license and go to jail because you have committed a crime; you will be restricted to driving with an ignition interlock; you will do community service; you’ll pay court costs, attorney fees, and fines that could be thousands of dollars and you could kill or injure yourself or someone else. Numerous earned media tactics were employed to further reinforce the campaign’s message. Media pitching resulted in radio and TV coverage for each campaign period, including on-air interviews with local television stations during their early morning show and several morning radio programs. In addition, news releases were distributed prior to each enforcement period. The campaign’s messages were further extended through a partnership with the Arkansas State Highway and Transportation Department, which provided 30-plus electronic message boards displaying “Drive Sober or Get Pulled Over” on busy roadways in numerous counties comprising the target markets. -fi. Additionally, the Arkansas Highway Safety Office sponsored “Clunker Car Night” at an Arkansas Travelers’ baseball game. A 30-second ad ran on the ballpark’s giant CllCKIT electronic scoreboard, emphasizing both sober driving and occupant protection. -DR- Fans participated in the Dizzy Bat Game as well as a Seat Belt Relay. Click It or TICKET Ticket branded “clickers” were distributed as well as hand fans featuring the “Drive ARKANSAS Sober or Get Pulled Over” message, and an ad was featured in the game program. HIGHWAY SAFETY Both “Drive Sober or Get Pulled Over” and “Click It or Ticket” messages were played over the public address system throughout the game. Methods used to measure behavior change issues or the success of each program: Since 2010, alcohol-related fatalities have been on the decline in Arkansas. As of 2015, Arkansas alcohol related fatalities were at 29%, which is below the National percentage rate of 31%. CJRW negotiated $368,156 in paid media added value through bonus spots. The earned media added value totaled $528,219, which included on-air appearances, both newspaper and online story placement and the statewide highway electronic message boards. 7 Describe your firm’s experience and capabilities in traffic safety advertising development, multi-channel marketing, creative concepting, advertising, and E.1 A public relations in the past five (5) years. Digital Signage Online Banner Ads Consequences TV Spots Please, scan these QR Codes with your mobile phone QR reader. Consequences/Motorcycle Consequences/Car 8 Describe your firm’s experience