REAL ID PUBLIC INFORMATION Campaign Overview AGENDA I

REAL ID PUBLIC INFORMATION Campaign Overview

AGENDA I. Preparation II. The Approach III. Creative Elements IV. Launch

Preparation

Goal From the RFP: “Educate Florida’s citizens to have their identity documents readily available. Some in this group will need to request documents before securing a REAL ID compliant credential. ” “Educate those holding Florida licenses but planning to obtain them AND those immigrants that may have difficulty obtaining required documents. ”

Complex State üSeveral Major Media Markets ü 18, 600, 00 +/- residents üCultural Diversity

Integrated Approach Needed Advertising Design Public Relations Interactiv e Web

Complex Information What should the key message be? Who needs to do what? When do they need to do it? Can we decipher this info for the public – -crack the code?

Data and Research Were Key! • Internal • External • Perception • Expectations

Internal • No “code” to decipher • What are all the specific requirements? • What is the timeframe? • Who will this impact? • Who will need to know first?

External • What do our customers know? • What do they expect? • How have they been conditioned over the past few decades? • Where could there be confusion?

Research • “Where do you get your drivers license or identification card? ” ü 58% answered wrong • “Where do you get a copy of your birth certificate? ” üNearly 60% answered wrong

Perception / Fears Do I need to take an exam again? Do I need a new eye exam? (fear / anxiety in senior population) Is that, “REAL ID” thing? Has the public been primed for our campaign? (+ or -)

Expectations By the client, Florida DHSMV By their partners: tax collectors By the public By us

Environmental Scan Media monitoring and research Opponents Proponents Social Media (You. Tube, Facebook, etc. )

PR Preparation • Identify reporters • Group questions • Develop response • Get in front of the news • Florida specific, with national review

The Approach

Strategy: 1. DHSMV 2. All State Agencies 3. Partner Organizations 4. Public

Year One: Building a REAL Foundation Elements: Brand / Logo Theme Slogans Messages Comprehensive Communications Plan

Year One: Building a REAL Foundation Method: Smart Communication Outreach Partnerships Public Service Announcements

Year One: Target Audiences Initial: • DHSMV Employees • County Tax Collectors • State Employees Secondary Primary: • Florida Citizens • Elected Officials • Partner Organizations

State Agencies

Partner Organizations

Special Considerations

Creative Elements

Decision Time How do we brand the new card? The eternal ID vs. DL debate. What is the future role of IDs in Florida? Will REAL ID get a PASS? Messaging Focus.

Message Direct call to action. Gather your Less than 5 words. documents. Sticky (memorable). Go to a driver license office. Get your new card.

Message Gather. Go. Get.

Message Campaign Poster

Message Envelope Insert 1. Renewals 2. Utility Bills

Message Brochure

Message Website

Early Results

Early Results Publicity (public relations / print) 51 publications 30, 000 impressions 100% of articles featured “new driver license requirements” message

Early Results Television Coverage: 87 news spots Generated over $25, 000 in estimated broadcast publicity Reached an audience of 4, 340, 000

Early Results Online Publications: 30 online publication postings 7, 386, 773 unique visitor impressions Reached an audience of 4, 340, 000 100% of articles featured “new driver license requirements” message

Early Results Website Statistics: More than 521, 000 visits 1. 5 million page views 85% of visitors are “new” 200, 000 people used the checklist to ensure a smooth visit

Early Results At the DL / ID office – the “front lines”: Average wait time from Nov and Dec went up 2% Average service time for Nov and Dec went up by 22% Average daily served volume from Nov and Dec went down 25%

Contact: Tom Derzypolski, Project Manager tom@bowstern. com

www. Bow. Stern. com