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Revised Digital Strategy: Parents are the Key

Revised Digital Strategy: Parents are the Key. Analisia , Barbara, Jasmine, John, Mio. Goal 1 and Measures of Success. Goal 1: Develop partnerships with stakeholders Measures of Success: 10% increase in insurance company incentives for new safety technology within next two years

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Revised Digital Strategy: Parents are the Key

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  1. Revised Digital Strategy: Parents are the Key Analisia, Barbara, Jasmine, John, Mio

  2. Goal 1 and Measures of Success • Goal 1: Develop partnerships with stakeholders • Measures of Success: • 10% increase in insurance company incentives for new safety technology within next two years • 10% increase in content syndication by specified stakeholders (DMVs, insurance companies, car companies, civic organizations) • Interdisciplinary work meetings (including police) in 30% of states

  3. Goal 2 and Measures of Success • Goal 2: Develop widely used tools that promote safe teen driving, such as Parent-Child Agreement and other materials • Measures of Success: • 10% increase in syndication of agreement partners

  4. Goal 3 and Measures of Success • Goal 3: Increase perceived and actual benefits for parents to teach their teens safe driving habits • Measures of Success: • Surveys

  5. SWOT Analysis

  6. SWOT Analysis

  7. Jill • Parent with cooperative, pre-license child • “I’ll drive you everywhere, forever.”

  8. James • Parentwithrebellious, pre-licensedchild • “Shape up and pullyourweight!”

  9. Natalie • Parent with rebellious, licensed child • “Whatever you do, just don’t have sex!”

  10. Peter • Parent with cooperative, licensed child • “Use your common sense.”

  11. What to do Better • Focus more on responsibility of driving and partnership between parent and child rather than negative outcomes like car crashes • Currently may create awareness but scares the audience • Improve tools • Expand and enhance partnerships to be a main resource repository

  12. What to Borrow • Formal and specific contract language outlining teen offenses and their consequences from the AAA parent-teen driving agreement** • Clear categorization/segmentation on homepage (Before You Start Driving, Learning to Drive, Driving on Your Own) • Have separate resource pages for teens and for parents • Automatic filtering of information based on your state • A simple site map at the bottom of each page** • Functional buttons rather than text links • Engaging, colloquial language that viewers can related to • For example, “In a hurry?” instead of “Summary” • Decrease bounce rate by creating easy/intuitive starting point • i.e. James the attorney from Framingham who checks the website in a huff

  13. Social Media Technologies • “Parents are the Key” Parent Blog • Facebook connectivity • Enable easy share via Twitter, Facebook • Recruiting CDC parents to be bloggers • Infographics, not eCards! • about teen driving, tips for safe driving, the cost of driving, and safety statistics that are engaging • easily shareable on Facebook, Pinterest, and other social media platforms

  14. Mobile Technologies • Car Mode • New feature for smart phones …similar to new ¨Do not disturb¨ mode • Locksphoneexceptforemergencies • Once car isturned off car modedeactivates and displays a log of activity: texts, calls, alerts • Driving Checklist • Teaching tool • Checklist for teens before starting the car

  15. Revised Strategy • Change tone: new messaging, images, media • Decrease threat and severity • Increase supportive messaging that encourages safe driving through supportive relationship between parent and teen • All of our personas would be paralyzed by the current tone • Segment by parents of teen with a license and parents of teen about to get a license • And keep in mind cooperative and rebellious teens when designing materials

  16. Revised Strategy • Focus on content syndication • This feature will make content easily sharable and customizable for partners • Improve parent-teen agreement • Make more customizable • Incorporate consequences • “James” would appreciate the focus on responsibility and set consequences • This is relevant for “rebellious” teens

  17. Wild? Scrap the current campaign. Focus less on being the destination and more on being a supportive resource. Work on building partnerships with organizations and companies with high visibility and the “Family Feud” factor. Lend content, expertise, and validity through the CDC brand.

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