Competitor Analysis & Analytics of the Ohio Department of Transportation

1. Competitor Analysis & Analytics of the Ohio Department of Transportation March 4, 2013 ALANA WHITEANDREA SOLOMON  CHELSEA JACKSONLAURA BENNETT MUMTA MITTAL

2. TABLE OF CONTENTS Part I: Ohio Department of Transportation Competitive Analysis ODOT Executive Summary Demographics Media & Budget Campaigns Insights Part II: Texas Department of Transportation Analytics & Recommendations TxDOT Executive Summary Media Mix Insights Metrics Continuous Monitoring Trends & Solutions

3. PART I: COMPETITVE ANALYSIS Ohio Department of Transportation

4. ODOT EXECUTIVE SUMMARY • In the advertising and marketing world, it’s evident that the movement toward digitalizing communication messages with consumers is drastically increasing. With new technology emerging every day, advertisers must develop creative ways to fight through the clutter and make their voice heard. • In an effort to keep up with this trend, Macal Media has conducted a competitive analysis of the Ohio Department of Transportation. In this analysis, we examined ODOT’smarketing efforts by taking an in-depth look at the media budget, strategy, and two major 2012 highway safety campaigns, Click it or Ticket and Drive Sober or Get Pulled Over.  We also examined the current metrics used to measure campaign success. The purpose of this analysis is to identify the strengths and weaknesses of ODOT’sadvertising efforts and channel that information to improve advertising for the Texas Department of Transportation. From our research, we have developed a few key insights: • ODOT’scampaigns lack interactivity and creativity and as a result, have a low pass along rate among audiences. • ODOT has implemented social media campaigns, but they do not measure exposures because it is not considered a priority by the department. • ODOT lacks an extensive advertising budget for traffic safety initiatives.

5. DEMOGRAPHICS Total Population: 11,544,225 RACE AGE COMMUTER

6. RACE Understanding data on race and ethnicity is important in any advertising campaign to help develop the best messaging strategies to reach the target audience effectively. Source:Ohio Department of Transportation, . "Summary of 2012 Advertising Communications." (2013): Print.

7. AGE Age data of a population can also be used to determine message strategies in a campaign. Different age groups have different reactions to certain messages, so it is important to understand which groups you are trying to reach and how large those groups may be. Source: Ohio Demographics. N.d. US Census, Ohio. Web. 4 Mar 2013. <http://www.infoplease.com/us/census/data/ohio/demographic.html>.

8. COMMUTERS When dealing with traffic safety campaigns, it is important to understand how many people are out on the roadways and what mode of transportation they are using. This data provides key information that can be utilized to determine where certain advertisements should be placed. Source: Ohio Demographics. N.d. US Census, Ohio. Web. 4 Mar 2013. <http://www.infoplease.com/us/census/data/ohio/demographic.html>.

9. ODOT TARGET • OTSO has identified their target market as anyone who drives or who is likely to drive on Ohio’s roadways while impaired. • They also broadcast ads in these major Ohio markets: • Cleveland • Columbus • Dayton • Cincinnati Source: Map of Ohio. 2006. www.destination360.com, Ohio. Web.

10. OHIO MEDIA BUDGET Two million federal dollars were dedicated to the ODOT advertising budget for the 2012 fiscal year. Of this 2 million, $800,000 were allocated to Click It or Ticket, $600,000 to Drive Sober or Get Pulled Overand the remaining $600,000 to other initiatives. Source:Ohio Department of Transportation, . "Summary of 2012 Advertising Communications." (2013): Print.

11. OHIO BUDGET ALLOCATION The majority of each individual campaign budget was dedicated to paid media in the form of television, radio and print advertisements. Below is a breakdown of paid media expenditures for the Click it or Ticket and Drive Sober or Get Pulled Over campaigns in 2011. Paid media accounted for approximately 50% of the Drive Sober or Get Pulled Over campaign budget. Paid media accounted for approximately 83% of the Click it or Ticket campaign budget. Source: Ohio Department of Public Safety. Annual Evaluation Report Federal Fiscal Year 2011. 2011. Web. <http://ohiohighwaysafetyoffice.ohio.gov/Reports/2011AER.pdf >.

12. OHIO MEDIA STRATEGY An in-depth analysis of traffic crash data identified ODOT’s need to focus on advertising that addresses occupant protection, alcohol abuse, speeding and motorcycle accidents. This analysis also identified fatal crash locations for traffic safety programming. The goals for these campaigns also take into account the national and regional goals developed by the National Highway Traffic Safety Administration. ODOT uses a combination of paid and earned media. They also utilize a combination of traditional media and non-traditional media and use the services of a media buyer to secure placement and maximize campaign success. ODOT takes current national campaigns such as Drive Sober and Get Pulled Over and personalizes them with state taglines. Source:Ohio Department of Transportation, . "Summary of 2012 Advertising Communications." (2013): Print.

13. OHIO CAMPAIGN I Source:Ohio Department of Transportation, . "Summary of 2012 Advertising Communications." (2013): Print.

14. CAMPAIGN I BUDGET • Message: Combine highly visible law enforcement with both local and national media exposure • Message: Highlight that law enforcement will be strictly enforcing impaired driving laws Source:Ohio Department of Transportation, . "Summary of 2012 Advertising Communications." (2013): Print.

15. ALCOHOL-RELATED CRASH REPORTS

16. OHIO CAMPAIGN II Source:Ohio Department of Transportation, . "Summary of 2012 Advertising Communications." (2013): Print.

17. SAFETY BELT ARRESTS REPORT This image illustrates the number of safety belt arrests by county and highlights which county ODOT must pay attention to for their CIOT campaign. a Number of Safety Belt Arrests 2,000 to 4,654 (6) 1,000 to 1,999 (30) 500 to 999 (22) 250 to 499 (20) 52 to 249 (10) Source: State Highway Patrol. 2011 Operational Report. Ohio: , 2011. Web. <http://statepatrol.ohio.gov/doc/2011_OperationalReport_Final.pdf>.

18. SEAT BELT COMPLIANCE REPORT This graph depicts the change in seatbelt compliance rates across several regions from 2000-2011. Although it appears that compliance has steadily increased over the years, a couple regions peaked and declined before 2011. Northwest region peaked at 86% compliance in 2009 and decreased to 83% in 2011. Southeast region peaked at 80% compliance in 2006 and decreased to 76% in 2011. This may indicate the CIOT campaign’s failure in those specific regions. Source: Ohio Department of Public Safety. 2011 Seatbelt Survey. Ohio: , 2011. Web.<http://ohiohighwaysafetyoffice.ohio.gov/Reports/2011SeatBeltSurvey.pdf >.

19. LOW COMPLIANCE GROUPS Source: Ohio Department of Public Safety. 2011 Seatbelt Survey. Ohio: , 2011. Web. <http://ohiohighwaysafetyoffice.ohio.gov/Reports/2011SeatBeltSurvey.pdf >.

20. LOW COMPLIANCE RATES This graph depicts the increase in seatbelt use among groups noted for having low compliance rates. Although only four are shown in this graph, a total of six categories were identified as “high risk” groups due to low usage rates. Those not included in the graph are vehicle passengers ages 5-14 and African American vehicle occupants. All mentioned groups showed an increase in percent of seatbelt compliance between the years 2000 and 2011. Males and pickup truck occupants both boasted the greatest growth with an increase by 26%, while Southeast region vehicle occupants demonstrated the least with an increase of only 9%. Source: Source: Ohio Department of Public Safety. 2011 Seatbelt Survey. Ohio: , 2011. Web.<http://ohiohighwaysafetyoffice.ohio.gov/Reports/2011SeatBeltSurvey.pdf >.

21. OHIO METRICS Telephone Surveys Four statewide surveys were conducted to measure the effectiveness of ad campaigns. Effectiveness was measured based on ad recall and motorists’ attitude towards the campaigns. The survey wasadministered before and after campaigns. Observational Seatbelt Surveys The surveys were conducted at random locations throughout Ohio to obtain primary data and also allowed a face-to-face interaction so demographics could be more narrowly targeted. The surveys wereadministered before and after campaigns. Gross Impressions The OTSO estimates that each campaign generated approximately 10 million gross impressions. ROI, CPI, Social Media not considered Source:Ohio Department of Transportation, . "Summary of 2012 Advertising Communications." (2013): Print.

22. NEGATIVE ODOT INSIGHTS Campaigns have low pass-along value • Lack of interactivity and entertainment value • Social media not a priority • Effect Poor digital accountability Generic NHTSA ads and schedule to reduce costs • Effect Could ignore factors specific to Ohio regarding behavior patterns and target audience Secondary Seatbelt State • Occupants can’t be pulled over for lack of safety belt compliance unless they have committed an outside driving offense Source:Ohio Department of Transportation, . "Summary of 2012 Advertising Communications." (2013): Print.

23. POSITIVE ODOT INSIGHTS Social message and law enforcement potentially influenced officials to make improvements to judicial programs, including the arrest process. Focused on crash-prone areas through traffic crash data to effectively decrease accidents and fatalities. This image shows an example of fear based appeals in ODOT advertising that demonstrate the life-changing consequences of poor decisions while driving. Source:Ohio Department of Transportation, . "Summary of 2012 Advertising Communications." (2013): Print.

24. PART II: ANALYTICS & RECOMMENDATIONS Texas Department of Transportation

25. EXECUTIVE SUMMARY OBJECTIVES LONG-TERM SOLUTIONS SHORT-TERM SOLUTIONS OVERALL RECOMMENDATIONS

26. TXDOT MEDIA MIX Digital allocation increases over time More money is allocated to top priorities. Greater expenditures create a need for increased accountability. Source: Kincaid, Gene, and Lisa Dobias. "Assess Metrics Used for Evaluating the Receiving Agency Marketing Campaigns: Task 8 Deliverables." 2012.

27. WEIGHTED MEDIA MIX • Television • MOST • Outdoor • Digital • Events • Radio • LEAST While the digital budget allocation is considered standard at 12%, the offline top priorities of television and outdoor need to be supplemented with online initiatives for efficient measurability. SO WHAT? Source: Kincaid, Gene, and Lisa Dobias. "Assess Metrics Used for Evaluating the Receiving Agency Marketing Campaigns: Task 8 Deliverables." 2012.

28. TXDOT INSIGHTS Exhibit 4: Year-to-Year Growth in Total Traffic Safety Budget And Total Paid Media Total traffic budget increased while paid media budget allocation fluctuated between 10%and7%. *The 2008 Total Paid Media does not tie to the 2008 total in Exhibit 3 because of a checksum discrepancy in the source data. Source: Kincaid, Gene, and Lisa Dobias. "Assess Metrics Used for Evaluating the Receiving Agency Marketing Campaigns: Task 8 Deliverables." 2012.

29. CURRENT TXDOT METRICS MASS MEDIA Impressions, TRPs, GRPs Survey-based measurements of message recall and understanding trend analysis over campaign years and survey-based measures of message recall and understanding. Year-to-year behavioral changes are cited, as are e-commerce and direct response achievements EVENT/OTHER Currently take attendance but looking for a digital alternative DIGITAL Mobile Apps, social media, blogs, Source: Kincaid, Gene, and Lisa Dobias. "Assess Metrics Used for Evaluating the Receiving Agency Marketing Campaigns: Task 8 Deliverables." 2012.

30. CONTINUOUS MONITORING Online & Digital Monitoring

31. THE DIGITAL LANDSCAPE Innovators Early Adopters Early Majority Late Majority Laggards We are at the “end of the digital beginning.” Digital marketing has successfully penetrated the late majority and laggard markets, and we can finally proclaim that the shift to digital marketing is complete. Laggards, a group generally well behind the rest of the adoption curve, like their products tested and inexpensive before they finally purchase. Now that retailers can sell to laggards and technology has completely saturated Western markets, refining digital marketing techniques is more important than ever before. The greatest challenge lies in integrating traditional and digital platforms to provide more accountability. Source: Friedlein, Ashley. "17 digital marketing and ecommerce trends for 2013." (2013): n. page. Web. 4 Mar. 2013. <http://econsultancy.com/us/blog/61806-17-digital-marketing-and-ecommerce-trends-for-2013-by-econsultancy-ceo-ashley-friedlein>.

32. MONITORING TRAFFIC • Tracking Website Traffic with Custom Landing Pages http://www.conversion-rate-services.com/getfile/d085b328-01a9-4de8-9adb-f694589061e3Google_Analytics_Landing_Pages_Report?width=630&height=529 Specific pages created for offline campaigns can be tracked using Google Analytics. Each of these pages would be unique to each offline campaign and traffic from each of these sources can be measured.

33. MONITORING TRAFFIC Shortened URLS for Custom Campaigns Instead of creating a custom landing page, shortened and customized URLs can also be tracked using Google Analytics. Each of these URLs are “tagged” using UTM Parameters and are measured as unique campaigns. Source: Hiens, Kristi. "How to Track Offline Marketing Campaigns with Analytics." (2012): n. page. Web. 4 Mar. 2013.<http://blog.kissmetrics.com/offline-marketing-tracking/>.

34. MONITORING TRAFFIC • Direct Traffic and Annotations • Traffic is considered direct when no other online source can be found as a lead to the landing page, which suggests an offline source. Annotations can also help measure activity according to special dates that may coincide with offline campaigns. Source: Hiens, Kristi. "How to Track Offline Marketing Campaigns with Analytics." (2012): n. page. Web. 4 Mar. 2013. <http://blog.kissmetrics.com/offline-marketing-tracking/>.

35. SOCIAL MEDIA MONITORING Logos from brandwatch.com; topsy.com, mashable.com, net-savvy.com

36. TRENDS & SOLUTIONS SOCIAL TV GEO-TARGETING CONTENT MARKETING

37. TREND: SOCIAL TV Rather than competing with television, social media and the digital realm have joined forces to become a powerful marketing tool. Over 40% of consumers concurrently watch television programming and update social media content ontheir smartphonesand tablets everyday. This intersection of the traditional media and digital social space have provided an opportunity for marketers to gauge consumer interest and receive more tangible and measurable feedback from their efforts. Source: http://www.orchard.co.uk/Blog/TV--the-Second-Screen-1440.aspx

38. SHAZAM

39. TWITTER

40. TREND:GEO-TARGETING Geo-targeting, a marketing method that delivers useful content unique to a consumer’slocation, is now a possibility as the shift tosmartphoneshas been completed. It allows marketers to capitalize on an individuals location and create proximity networks between users. Pooling users and aggregating their knowledge gives individuals access to each others’ resources. This provides an efficient way for users to solve personal problems such as finding a ride home or asking how long a line is at a venue. Not only is the CTR for Geo-targeting 30% higher than CTR for SEM, but the CPC for geo-targeting costs only a fraction of the price of SEM. In addition, impressions increase by 1700% when geo-targeting is used rather than SEM. Source: http://kayakonlinemarketing.com/infographics/location-geo-marketing-and-why-it-matters/

41. OHGO APP ODOT’s Mobile App & Website for Real-time Traffic Updates Traffic Flow: Provides updates on current traffic, accidents or other incidents anywhere in Ohioallowingusersto choose the best route Weather Updates: Providescurrent road conditions to get users to their destination safely Road Construction and Events: Displays road restrictions and closures on Ohio roads Source: ”OHGO." . Ohio DOT. Web. 4 Mar 2013. <http://ohgo.com/>.

42. TXDOT MOBILE SITE TxDot recently launched an interactive online map to provide drivers with updates on traffic, construction areas, locations of accidents, weather conditions and more. While there are many positive aspects to this website, there are definitely areas that should be improved. The map is being advertised as an app, however, it is not one that can be downloaded on a smartphone. It’s simply a website with a mobile version that is not very user friendly. We recommend that DriveTexas.org attempt to model their app after OhGo.com. OhGo.com is not a mobile app, however, it is very mobile friendly, visually appealing and linked to Facebookand Twitter, making it more interactive for its users. Source: "Drive Texas." . TxDOT. Web. 4 Mar 2013. <http://www.drivetexas.org/Full/>.

43. TXDOT APP

44. DESIGNATED DRIVER NETWORK

45. TREND: CONTENT MARKETING In order to better capture consumer interest, marketers are creating relevant and digestible content for their audiences. This approach avoids bombarding consumers with advertising messages and instead provides useful content that individuals may seek out themselves. Savvy content marketing is based on in-depth consumer research and insights and positions brands as a resource that fulfills their consumers’ needs. The image above depicts the hierarchy of consumer insights involved when developing relevant content. Source: "Big Data Gets Biggerer." Idio. N.p., 02 20 2013. Web. Web. 4 Mar. 2013. <http://www.idioplatform.com/blog/>./

46. TUMBLR SOMEONE ELSE’S STORY As a state-wide government agency, TxDOT serves to protect its citizens with messaging related to safety and fatalities. These messages often strive to stimulate an emotional response from consumers with striking ads and PSAs. Tumblr can serve as an excellent platform to introduce this emotional response in an online platform. Users can participate in theTxDOTTumblrblog initiative, dubbed Someone Else’s Story, as a medium to connect with other users on issues and stories that pertain to safety and fatalities on the road. The site will allow and suggest that users share their stories (via photos, text, videos, etc.) about incidents with car accidents, drunk driving, or lighter subjects pertaining to transportation.

47. TUMBLR > ONLINE > OOH Source:http://www.outputmagazine.com/digital-signage/applications/dooh/gas-station-tv-puts-the-pedal-to-the-floor-with-19-new-sites/

48. EVENTS & OOH • EVENTS • During TxDOT sponsored events, attendees could hashtagTxDOT or check into Foursquare upon arrival for perks. Perks could include free parking or drink tickets as a play on the “drink responsibly” approach. • OUT OF HOME • Put coasters in bars that reveal a striking fear based message about drinking and driving after placing a cold beverage on the coaster. The reveal would include a QR code to download the TxDot app (integrated with Google maps) that finds a cab service for them. Alternatively, a phone number could be placed on the coaster that allows users to text target location and receive bus route information.

49. OVERALL RECOMMENDATIONS 1) Encourage targeted audience members with a call to action that links traditional media to online media. Efforts should also connect offline initiatives to other in-depth digital content such as websites, blogs, or apps. • The content of the media should focus on influencing audience members to change their lifestyle, so media will target habits that can be connected to the TxDOT campaign objective. 3) Monitor success online using Google Analytics and other social media trackers 4)Overall, TxDOT needs to integrate their offline and online campaigns to reach maximum optimization. • Shift in perspective from exposures to results is key. Sources: http://www.ls-unscripted.com/index.php/2011/06/02/message-delivery-metrics-across-digital-and-traditional-media/, http://www.clickz.com/clickz/column/2192699/digital-traditional-unified-marketing