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Strategic Communications Update
Presented to the State Transportation BoardCommittee of the Whole
May 15, 2019
Scott HigleyDirector of Strategic Communications
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Who we are
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Advocate Innovate Collaborate
Anticipate Celebrate Educate
Evaluate
What we do
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Transparency & Openness
Basics: What we must do+
Everything else: What we do to build trust, enhance perception and create better understanding of GDOT and the work the department does for
Georgia
What we do
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The FOCUS icon
INSPIRED BY
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Standards & Guidelines
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Implementation
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Adherence to brand = consistency in communication
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Implementation
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11
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Quarterly Magazine
Board Newsletters
ReferenceGuide
Annual Accountability & Investment Report
Brochures & Handouts
Telling our Story: Publications
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Telling Our Story: Traditional & Digital Media
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Strategic Pitches & Partnerships
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Followers:2018 – 16,7542019 – 27,423 64% IncreaseEngagement:2018 – 185,917 2019 – 1,716,025*includes reactions, comments and shares to our content posted
532% Increase
Inbound Message Sentiment
Neutral to Positive:80%
Negative:20%
www.facebook.com/GeorgiaDOT
Followers on all Facebook Channels (includes Districts):2018 – 32,8462019 – 58,567 78% Increase
Growth in Facebook: Main page
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District 1 Followers:2018 – 3,326 2019 – 8,123 144% Increase
District 2 Followers :2018 – 5,764 2019 – 8,308 44% Increase
District 3 Followers :2018 – 2962019 – 1,875 533% Increase
District 4 Followers :2018 – 1,9172019 – 4,804 150% Increase
District 5 Followers :2018 – 2,471 2019 – 4,377 77% Increase
District 6 Followers :2018 – 1,130 2019 – 2,022 79% Increase
District 7 Followers :2018 – 1,1882019 – 1,635 37% Increase
Growth in Facebook: Districts
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17% Increase
95% Increase
Inbound Message Sentiment
Positive to Neutral:82%
Negative:18%
Growth in Twitter
Followers:2018 – 21,3822019 – 25,639
Engagement:2018 – 17,605 2019 – 34,279*includes reactions, comments and shares to our content posted
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18
What happens in social…
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GDOT Blog: The Extra Mile
about
30%of all readers are
sharing our content on their own social
networks
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Super Bowl LIII
2000
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21
Super Bowl LIII2019
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Current Press Room: Transformation
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Introducing THE NETWORK
A news service of the Georgia Department of Transportation
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Introducing THE NETWORK
“lower third”
“mic flag”
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Drive Alert Arrive Alive
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• Viewers 12+• 23,004,000
impressions
DAAA & See and Be Seen Media Relationships
• Spreads our safety messages to more than 500 member TV and radio stations across Georgia
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See and Be Seen New Creative
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See and Be Seen New Creative
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A Scholastic and Georgia Department of Transportation
Partnership:
D R I V E A L E R T A R R I V E A L I V E
& S E E A N D B E S E E N
Scholastic Partnership
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With over 100 years of education expertise,Scholastic is devoted to ensuring thatstudents are equipped with the knowledge and tools they need to live healthy and smart lives.
Scholastic and GDOT will partner to create and deliver custom classroom content to Georgia middle schools themed on Drive Alert Arrive Alive and See & Be Seen with acurriculum and materials that invite students to learn, discuss these vital issues with their teachers and each other, and offers students ways to express their ideas, solutions, andfoster conversations around safe driving and pedestrian safety at home.
Scholastic/GDOT Partnership
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Strategic Communications Update
Presented to the State Transportation BoardCommittee of the Whole
May 15, 2019
Scott HigleyDirector of Strategic Communications