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CDC Parents Are the Key Digital Strategy

CDC Parents Are the Key Digital Strategy. Teen Driver Safety Campaign Team: Clancey, Danielle, Lynda, Kristen. Parents Are the Key Campaign. Vision We will put injury and violence prevention on the map as the premier public health achievement of the 21 st century Mission

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CDC Parents Are the Key Digital Strategy

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  1. CDC Parents Are the Key Digital Strategy Teen Driver Safety Campaign Team: Clancey, Danielle, Lynda, Kristen

  2. Parents Are the Key Campaign • Vision • We will put injury and violence prevention on the map as the premier public health achievement of the 21st century • Mission • To prevent teen driving injuries and reduce their consequences so that people can live to their full potential • Values • Educating parents and teens about safe driving • Encouraging parents to be good role models for teen drivers • Evidenced-based recommendations and strategy

  3. New Campaign Goals • Identify new partnerships to spread the word about campaign • Increase visibility of campaign through social media and other channels • Be more creative in marketing campaign • Improve branding • Use infographics • Utilize storytelling aspect of campaign • Engage pediatricians, teachers, and other partners • Reorganize website into sections by target audience • Update, improve, and enhance materials

  4. SWOT Analysis

  5. Competitive Analysis • Primary competitors • National Highway Traffic Safety Administration • National Safety Council • Parents for Safe Teen Driving

  6. Lessons from Competitive Analysis • Borrow from: • NHTSA/TSM web videos and TV ads • NSC map of teen driving laws • Drive site visits through variety of media outlets • PSAs, billboards • Do better: • Increase use of visual aids on CDC site • Ensure materials and current and regularly updated • More bilingual materials • Provide shareable materials and images via social media • Distinguish yourselves or be different: • Better taglines and branding • Focus campaign on key components • Use social media and add-ons

  7. Personas Concerned Parent proactive, motivated to find resources, & anxious Semi-Concerned Parent doesn’t know how to approach teen confident teen is a good driver Uninvolved Parent apathetic unaware of teen driving as an issue

  8. Persona Scenarios • Identified possible triggers: • Concerned Parent: Jennifer’s son gets his driver’s permit on his 16th birthday • Semi-concerned Parent: Donald’s youngest child, 17, just got a speeding ticket • Uninvolved Parent: Donna’s stepdaughter’s pediatrician talks about risks of teen driving • Potential Reactions: • Seeking information directly from CDC website • Insurance company gives tracking device and parent is referred to CDC site • Overwhelmed by amount of resources available and doesn’t talk to teen

  9. Social Media Use • Multi-pronged approach • Engage parents and teens • Interactive components • Focus on risk-prone events • Start and facilitate discussions • Provide visual appeal • Educational resources • Social media campaigns and contests • Share parent and teen perspectives through storytelling • Collaborating with partners on social media

  10. Mobile App Time to update your contract! • Synced parent and teen apps • Positive Feedback • Customizable and targeted • Free and paid versions • Sharing enabled • Features • Contract and goal setting • GPS tracking • CDC Resources • Alerts for weather, traffic • Text and phone disabling • Incentives from partner orgs WARNING: Traffic ahead! Alerts Track Your Teen Great driving! Keep it up! Text Disabling Resources WARNING: Teen speeding! Share

  11. Revised Digital Strategy • Enhance visual appeal and engagement on website • Establish visible and concrete campaign identity • Storytelling • Use personas to reach specific groups of parents • Increase social media use through multi-pronged, linked approach • Create synced mobile apps for parents and teens • Positive messaging • Reach out to other target groups and partners

  12. Recommended Initiatives 1. Government-private partnerships to increase visibility and provide incentives for parents and teen drivers • Garmin GPS, auto insurance, gas companies, schools • Presidential buy-in 2. Social media outreach campaign to identify compelling stories from teens and parents 3. Develop promotional strategy to rebrand, strengthen, and increase visibility of campaign • Leverage partnerships to promote campaign • Utilize other media outlets (e.g. Consumer Reports) 4. Develop mobile apps for parents and teens • Provide app already installed on new phones

  13. WILD CARD Initiative • Free car contest using mobile app! • Teens compete for best driving record • Teen app will show how you rank compared to other teen drivers using app • Use Facebook, Twitter, and other social media to promote contest • Would require partnership with car company

  14. Questions? Thank you!

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