Industry Day Presentation 01-11-2023 (Final).pptx

Industry Day Presentation for NHTSA’s Behavioral Campaigns Media Contract

1 11. 2023

ABOUT NHTSA

Save lives, prevent injuries and reduce economic costs due to road traffic crashes, through education, research, safety standards and enforcement activity.

Pursuant to its authority under 23 U.S.C. 401, et. Seq., the agency develops, promotes, and implements educational, engineering and enforcement programs with the goal of ending preventable tragedies and reducing economic costs associated with motor vehicle use and highway travel.

MISSION

ON-GOING CHALLENGE

Despite huge strides since NHTSA was founded, 38,824 lives were lost in traffic crashes nationwide in 2020 45% of fatal crashes, the drivers were engaged in at least one risky behavior: speeding, alcohol impairment, not wearing a seat belt

CONSUMER INFORMATION CAMPAIGNS: PART OF THE SOLUTION

NHTSA’s robust communication program is grounded in policy and program

Relies on the development and implementation of national consumer targeted campaigns

Target audiences and communications strategy are determined by data

CURRENT PAID MEDIA CAMPAIGNS

In FY 24 we’ll get a combined $40,300,000 – for the Seat Belts and Impaired Driving Campaigns In FY 24 we’ll get $5,000,000 – for the Distracted Driving Campaign For Speed, NHTSA historically funds that campaign at $10,000,000

STATUTORY MANDATED ADVERTISING

The majority of this contract includes money for statutory mandated advertising (SMA). With SMA money, the Contractor cannot make a profit on the money that is used to pay for the media space. NHTSA will only reimburse the Contractor for the labor to place the buy.

OTHER NHTSA CAMPAIGN EXAMPLES

And more on trafficsafetymarketing.gov

TRAFFICSAFETYMARKETING.GOV

WHAT WE NEED

Technical services supporting a full range of communication activities to include but are not limited to:

Comprehensive communication services to include developing and executing consumer-targeted advertising campaigns and that includes financing and placing national media buys (TV, radio, digital) Planning, developing, producing, and delivering messaging, strategies, and materials for multiple multiplatform consumer advertising campaigns targeting both national and niche audiences Develop and distribute INNOVATIVE and EFFECTIVE campaign materials and execute other communication activities to support NHTSA’s campaigns and traffic safety issues

WHAT WE NEED

Demonstrated extensive expertise in national consumer advertising:

Strategic campaign planning Consumer Market Research Creative Campaign and Content Development – Including TV advertisements and HIGH CALIBER CREATIVE Production of National TV Ad Campaigns Paid National Media Strategy and Buying – includes new media channels and technology Sufficient capacity for an extremely labor-intensive contract that requires significant account management oversight Campaigns run simultaneously – for each campaign major milestones and deliverables (ie: research creative development, production, media planning, etc) run concurrently which requires high quality deliverables to be provided

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