PUBLIC RELATIONS PROJECT

Appleton North DECA Crossroads Safe Driving Campaign

Appleton North DECA Chapter

Appleton North High School 5000 North Ballard Road

Appleton , WI 54913

Leah Armstrong, Elena Leiva, Katie Anselment February 2nd, 2017

I.EXECUTIVE SUMMARY

II.CAMPAIGN THEME OR FOCUS

A. Statement and description of the issue to be addressed

B. Rationale for selecting the issue

C. Description of the target population

III.LOCAL MEDIA OR OTHER PROMOTIONAl POSSIBILITIES

A. Local print and broadcast media available

B. Other possible promotional activities

C. Media mix and rationale for media and other promotional activities

IV. CAMPAIGN ORGANIZATION AND IMPLEMENTATION

A. Organizational chart, member involvement and job description

B. Description of the campaign and documentation

C. Estimated impact on the target population

V. EVALUATION AND RECOMMENDATION

A. Evaluation of the process

B. Recommendations for the future campaigns

VI. BIBLIOGRAPHY

Description: Unsafe driving endangers not only our lives, but the lives of other people around us.

Distractions like phone use, passengers, radios, and alcohol and drugs can impair teen drivers and result in accidents and death. Teens acknowledge the risk of these distractions, but still continue to drive recklessly. This year we decided to educate our school and community about the dangers of distracted driving and the impact it can have on everyone's lives.

Our safe driving campaign of 2016-2017 kicked off with the National Safe Driving Week. During this week we teamed up with State Farm and the Children's Hospital of Milwaukee. We conducted multiple seatbelt checks before school. We counted how many students wore their seatbelts and rewarded them with goody bags provided to us by Crossroads. During this week we placed informative posters and table tents all over the school as well as collected pledge cards from our students who were pledging to be safe drivers. Throughout this week our team provided eye opening statistics in the daily morning announcements to educate and increase awareness.

In December our team hosted another safe driving week. This week was packed full of safe driving initiatives. AAA loaned a texting and driving simulator that was available all week for students to experience the difficulty of texting and driving. Our corporate partner, State Farm insurance, provided volunteer agents who set up a booth during lunch hours to further inform students of the dangers of texting and driving. Later in the week our school police liaison officer assisted us with the driving simulator by having students use the simulator with the drunk goggles. To conclude the week we invited our city alderman Joe Martin to talk to a group of approximately 50 students about his major car accident that resulted in him being paralyzed from the neck down. His powerful words resonated with the students at Appleton North. Campaign Objectives:

● To inform the community of Appleton, Wisconsin about the dangers and consequences of reckless driving and to protect the teens at Appleton North High School.

● To inspire teens of the Fox Valley to be responsible and safe drivers by decreasing the amount of unsafe driving practices.

A.Statement and description of the issue to be addressed Teen drivers are seen as some of the most risky and careless drivers on the road. In fact, motor

vehicle accidents are the number one fatality among teens in the United States. Teenagers age

16-19 are four times more likely to be in a fatal crash rather than an adult, 25-69 years old. These

accidents occur due to the many driving distractions that our busy world has to offer. Texting

while driving is a reoccurring problem for all drivers on the road. Our team created a common

goal to raise awareness of the danger of texting and driving. If you drive on the highway or any

other road, you will likely pass someone calling or texting on their phone. Though it is illegal to

text and drive in Wisconsin, the law seems to be

forgotten by many people when they are behind the

wheel. We now live in an age where humans are more

attached to their phones than ever before and the

problem of texting and driving has increased

dramatically. In our campaign we encouraged all high

schoolers not to text and drive to teach them not to endanger themselves or others on the road

early in life.

During our campaign we did not focus solely on texting and driving, but also distracted driving

and driving under the influence. We did this by bringing in local businesses who promote safe

driving such as the local law enforcement, AAA and State Farm. These companies brought in

several engaging activities that reached our entire student body to raise awareness. We did not

collect any money or fundraise during our campaign because we truly wanted to engage our

audience without the influence of money or pressuring others to donate to our cause. No amount

of money could influence our audience more than our countless and unforgettable activities that

will leave a lasting impact on each student’s and staff’s life when they get behind the wheel.

B. Rationale for selecting the issue

We began our campaign when the Children’s Hospital contacted our DECA chapter. They were

in need of a team to take initiative and help spread the awareness of unsafe driving around our

high school. When we heard about this opportunity, we became aware of how unsafe our peers

and friends drive on the road. Our team consists of

newly licensed drivers and learning drivers. During

our campaign we also realized how risky adults drive

even though they have been driving for years. We also

took into consideration the attachment of cell phones

that this generation has and wanted to prevent texting

and driving accidents in young people. We have each

seen too many drivers glance down at their phone

while traveling at fast speeds or noticed people

swerving when they drive because they are distracted behind the wheel. At school it is also seen

as “cool” to speed or sound like a reckless driver because teenagers love to hear stories that are

risky and crazy. The yearbook even holds a contest for worst driver which promotes unsafe

driving. After becoming aware of the risks each teenager takes while driving everyday, we

decided that as members of our high school and community it was our job to put an end to the

unsafe driving occurring all around us everyday.

C. Description of the target population

Within our campaign, our team decided that our primary target market was high schoolers at

Appleton North High School and our secondary market was our high school staff and visitors.

We felt it was important to include the high schoolers under 16 in our project because they

would soon become drivers in our community. Reaching our staff and all the adults that visit our

school was also a priority of ours because we have noticed that adults are also risky drivers and

sometimes are overconfident in their driving skills. Our high school is extremely diverse so we

wanted to reach all ethnicities and incomes to get our important message out for all drivers.

Another goal of ours was to have our campaign focuses to reach the Appleton community with a

population of 72,632. We were able to get our campaign out by the word through media and

social media.

A. Local print and broadcast media available

The Post Crescent: The Post Crescent is one of ten newspapers in the Gannett Wisconsin

Media that provides readers with news, information and local advertising either on its popular

online website or newspaper. It is widely known around the Fox Valley and read often in this

area. Their social media platform has become popular over the past year to help get news to

people in the Fox Valley.

Children's Hospital of Wisconsin Website: The Children's Hospital of

Wisconsin works with a large amount of kids and teenagers all throughout Wisconsin. On their

website page they have a section about teen drivers safety showcasing projects and their partners

that help promote safe driving to teenage drivers.

NBC 26: Channel 26 news tells the most compelling stories in Northeastern Wisconsin. They

broadcast countless hours of news weekly which makes them one of

the most watched stations in the Green Bay and Appleton Area.

WFRV News: Appleton and Green Bay’s popular Channel 5 news

focuses on news that is occurring in the Fox Valley area and Green Bay. They feature local and

national news on their TV station and on their website.

Fox 11 News: Fox 11 is owned by the biggest broadcasting company in the country, the Sinclair

Broadcasting group. The station diversifies their broadcasting by telling local and national news.

With their wide audience, they have become the top news source for Northeast Wisconsin.

WBAY News: As another popular news station in the Fox Valley area, they are a favorite of

viewers who broadcast a variety of stories and get many impressions through TV broadcast,

social media, and their website.

WHBY Radio: WHBY Radio is a news channel and talk show which focuses on events, news and

sports in the Fox Valley area.

Appleton North Announcements: The Appleton North announcements are played every day

during homeroom and they reach about 1,700 students and staff daily. The announcements

inform students about activities and events going on in the school.

B. Other possible promotional activities

Incorporating media into our campaign was an excellent

way to get the word out about our promotions to make teenagers in

the Appleton Area safer drivers. To complete our campaign

objectives, we considered many different activities to get our target audience excited about our

message to be aware of the dangers of distracted driving.

1. SeatBelt Checks

In October, the Children's Hospital of Milwaukee contacted our school searching for a team to

conduct seat belt checks in our high school parking lot. By doing these checks, the hospital could

gather more data about teenagers and how often they wear their seatbelts. They asked if we

would conduct two seatbelt checks a week apart from one another in October. We stood at each

main entrance of the school parking lot and looked into cars of students to check if they were

wearing their seatbelts. We then would send recorded data to the hospital.

2. Participate in National Teen Drivers Safety Week

The Children’s Hospital also provided us with many different materials to use

during National Teen Drivers Safety Week. They gave us candy, pledge

cards, surveys, and gift cards to hand out in the lunchroom to influence the

highschoolers of our school to reflect on and improve their driving.

3. Wrecked Car Display

For the past two years, other driving campaigns have brought in wrecked vehicles to display the

consequences of texting and driving. The first year it got a lot of attention and recognition,

however the second year it was not as popular and people were not as interested. We decided to

steer away from this activity this year for that reason. Also after being in contact with various

junkyards, we found it to be too much of a hassle with liabilities and getting insurance on the

vehicle if something were to happen.

4. Texting and Driving Simulator

After researching ways to promote driving safe, we stumbled upon a texting and driving

simulator that AAA owns. Our team thought this would be a great interactive way to excite high

schoolers since it is similar to a video game. When playing the simulator, the “driver” has to pull

out their phone half way through and try to text and drive at the same time. When they would

fail, they would crash and get chased by police. We put this in our lunchroom for three hours of

the school day throughout the week to draw attention and get a large audience of players and

watchers.

5. Homeroom Speaker Alderman Joe Martin

Joe Martin is an alderman from downtown Appleton and he is passionate about telling his story

of his experience with unsafe driving. Mr. Martin was driving with a passenger who distracted

him which triggered a car crash that has left Mr. Martin paralyzed from the chest down for the

rest of his life. Mr. Martin is passionate about teaching and showing the consequences of unsafe

driving and will do anything to prevent tragic accidents among young people. This year our goal

was to get over 50 teens to come and listen to his powerful and influential story.

6. Law enforcement

At our highschool we have a police officer that spends the school day with us, helps out students

with their problems, and straightens things out. Officer Enriquez has previously brought drunk

goggles and other materials that have promoted safe driving in the past. Our team thought that

this would be a great addition to our campaign and activities.

7. Display in the commons

Our DECA chapter has a display window in the lunchroom of our high school, where we

decorate it multiple times a year to show our high school what we are doing and ways to get

involved with DECA. We thought that we could make a display in that window to reach our

students and visitors of our high school. Over time the board was changed to relate to the new

year and the marketing classes you could take so we felt we should leave that up instead of

putting our display up since we have already promoted in the commons multiple times.

8. State Farm

Being one of the leading companies promoting teen drivers safety, we thought we could bring in

State Farm to reach our target population. After helping with our seat belt checks, they were

happy to come in and plan activities with the highschoolers. Having them come in created an

awareness for not only our campaign but State Farm and everything that they do to promote safe

driving.

C. Media mix and rationale for media and other promotional activities

Broadcast Media

Appleton North Live Announcements: For National Teen Drivers Safety Week, The

Children’s Hospital of Milwaukee sent our team a list of announcements to help reach our target

audience. We asked our live announcement team to read each of

these messages daily. These messages consisted of statistics and

relatable situations that occur everyday in many teenager’s cars.

These announcements reached around 1,700 students and staff each

day for a week which helped make our campaign more recognized.

WHBY Radio: WHBY Radio is a talk show and news radio station

that delivers local and national news to the Fox Valley Area. After

sending out a press release, they reached out to our team for an

interview to make the community aware of our efforts to stop unsafe driving. The estimated

impact of the interview itself was 2,000 listeners. WHBY also wrote an article on our campaign

on their website which highlights our actions.

Print Media

Post Crescent: Our press release also gained interest from the number one read paper in the Fox

Valley, the Post Crescent. Two reporters visited us during our lunch hours when we had the

texting and driving simulator running for the students to try. They interviewed our team and

gathered thoughts from students trying the texting and driving simulator themselves. Not only

did the Post Crescent do a newspaper article on us, they also had us on their snapchat story

where we explained our simulator and our objectives for our campaign. To end the interview

they took a video of students using the simulator and interviewed their thoughts on it.

Promotional material for Campaigns: To help gain student recognition for our campaign, we

received many promotional materials from Children’s hospital to promote our campaign. We

spread 30 impactful posters across the school that would grab attention of the students. These

posters were exposed to our 1,700 students and staff daily in the most popular spots of our

school. We also placed table tents in our school library telling students when National Teen

Drivers Safety Week was. We also hung up all of the pledges that students filled out in the

lunchroom of our school to gain more attention. We contacted the entrepreneurship class at our

high school create a calendar with statistics and pictures of our campaign. We put these calendars

up in different teachers classrooms which students see everyday when they come into class. A

statistic shows that a calendar can be referred to 8-12 times daily when hung in a room, making

4,000 impressions per year. The major promotional

resource that we used was a large banner that we

hung in the entrance of our school. The banner said

“National Teen Driver Safety Week”, and was hung

up in our school for about 2 weeks impacting 2000

students, staff and visitors per day when they enter our school.

Social Media

Twitter: Our main output of social media was Twitter. Twitter is the most popular

social media site used among teens at our high school. We followed students across

Appleton to attract them to our page. We had clubs and businesses retweet and favorite our

tweets to spread our message not only to students but to people across the community and State.

SnapChat: Our texting and driving simulator was showcased on the Post

Crescent’s Snapchat which was shown to around 30 people who follow them on

Snapchat. In the Snapchat we were interviewed about our campaign and explained how it

worked and it’s impact on students.

Facebook: Another way to get our message out was through a Facebook page created by

our team. Our page was liked by many students from Appleton North because we shared the

page on our personal accounts. Our articles from the Post Crescent was also shared on

facebook and circulated 51 personal accounts on Facebook.

Instagram: On our chapter’s DECA page, they showcased our campaign. The page has

almost 400 followers, most of the followers are from our high school. Using Instagram

helped create an awareness of safe driving on social media to students.

A. Organizational chart, member involvement and job description

DECA Members

1. Leah Armstrong- Campaign Developer

Leah developed the Appleton North Crossroads Safe Driving Campaign. She got the idea from

her marketing project and past safe driving campaigns at Appleton North. Leah developed the

different activities and plans that would occur during the two safe driving weeks. She

specifically helped with communicating with businesses to make sure each activity would be

carried out. Leah also interacted with the students, created promotional material, and helped the

campaign success overall.

2. Elena Leiva- Campaign Organizer

Elena assisted Leah with the campaign and helped the message reach the target market.

Throughout the campaign she helped with the seatbelt counts, collecting surveys and pledge

cards, putting up posters and conducting the simulator.

3. Katie Anselment- Campaign Organizer

Katie also assisted Leah with the safe driving campaign. She helped with all the activities that

occurred during the two safe driving weeks including the seat belt counts, conducting the

simulator, and collecting pledges and surveys from students.

Businesses Involved

Our campaign was successful because we engaged business that shared the same mission

to educate teen drivers about the consequences of reckless driving. By engaging these business

partners our campaign was successful reached our target market and impacted the community.

Children's Hospital of Milwaukee: The Children’s Hospital helped and encouraged our team to

start the safe driving campaign. We worked with them to organize the seat belt checks in the

parking lot, and collect data for their own project. They also sent us multiple promotional

materials such as goodie bags, gift cards, posters, table tents, and

many more. Overall, without the Children’s Hospital we would not

have been able to have a successful campaign.

State Farm: State Farm played a very important role in our campaign. In October, Ryan Renard

and other State Farm employees assisted with the seat belt

checks at our school. Mr. Renard also donated traffic

builders like t-shirts, sunglasses, key chains and chapstick

to give out to teen drivers during the last seat belt check.

State Farm came back in December and set up a booth in

our lunchroom and performed

activities with the students.

AAA: The car insurance company AAA graciously donated a driving simulator for our

team to use for our safe driving week. The texting and driving simulator was the most

popular activity of the week. Without AAA our team would not have been able to

educate and inform as many teen drivers.

Appleton Police Department: We contacted the Appleton Police Department,

the largest promoters of safe driving. Our school police officer offered to assist in

our campaign by bring in drunk goggles and interacting with the students. The

Appleton Police Department was another helpful and important part of the campaign.

Business Professionals

The campaign team worked closely with business professionals whose careers deal

directly with informing drivers and preventing accidents. These professionals guided us through

our campaign and helped us succeed.

Carissa Hoium- Carissa is the Motor Vehicle Safety Coordinator of the Children’s Hospital of

Wisconsin. Mrs. Hoium was a valuable part of our campaign. She stayed in contact with us for

three months and gave us suggestions of activities to perform at our high school. Mrs. Hoium

provided us with promotional materials and allowed the campaign to run smoothly.

Ryan Renard- Ryan was the State Farm agent who participated in

the seat belt checks and the safe driving week. In past campaigns

Mr. Renard assisted with the campaigns and had the skills to make

our campaign successful.

Nick Jarmusz- Nick is the Director of Public Affairs for AAA the insurance company. Mr.

Jarmusz took time out of his day to deliver the the texting and driving simulator and demonstrate

to us the proper technique to use the machine. This activity was a major part of the campaign and

would not have been possible without Mr. Jarmusz.

Joe Martin- Joe Martin is an alderman in downtown Appleton who was severely injured in a car

accident. His accident was caused by drinking and driving with his girlfriend. Mr. Martin is

passionate about telling his story to teenagers and adults to prevent accidents on the road and to

raise awareness of the consequences of reckless driving.

Ignacio Enriquez- Officer Enriquez is the police officer who works at Appleton North High

school. Officer Enriquez was eager to assist us spread awareness of our campaign. He Provided

us with in drunk goggles for students to use on the driving simulator.

B. Description of the campaign and

documentation

1. School wide seat belt check: After the the Children's

Hospital gave us the idea to do seatbelt checks, we formed a

team to help us conduct them two times in the month of

October. The first check on October 13th was unannounced to

the school in order to achieve an accurate number of student

drivers who do not wear their seat belt. We stationed

ourselves and volunteers at every main entrance of the school

parking. We then tallied the number of student drivers wearing their seat belts and the number of

student drivers who were not. We found that out of the 315 of the checked drivers, 23 did not

wear their seat belt. That is about 7% of our student body that is not participating in safe driving

practices. The national average is 6.1% of teens who do not wear their seatbelt. Our second seat

belt check was on October 20th, during National Teen Driver Safety Week. We announced this

seat belt check on the announcements as one of the activities going on in the week. State Farm

agent, Ryan Renard Assisted with the checks as well as handed out keychains, t-shirts and other

promotional material promoting safe driving. By participating in a set belt check before, we were

able to successfully check 438 drivers. Out of these 438 we once again encountered 23 drivers

without their seatbelt on, which accounts to about 5% of drivers not wearing their seatbelt. After

collecting the data, we sent it to Mrs. Hoium at the Children's Hospital of Milwaukee for their

teen driving study.

2. National Teen Driver Safety Week Booth: As a host of

National Teen Driver Safety Week, we set up a booth in our lunchroom

each day of the week of October 17th-21st. At our booth we had

pledges for students to sign to pledge to always wear their seatbelt. We

also had surveys on seat belt use for students to fill out. At the booth we

also had many giveaways such as candy, ice scrapers, gift cards and

goodie bags. To promote our booth, we hung up posters, table tents,

and a gigantic banner to make impressions on our students and

gain excitement for National Teen Driver Safety Week.

3. Texting and Driving Simulator: The texting and driving

simulator was the biggest attraction in our campaign. We worked

along side with the local AAA chapter. After briefing AAA on

our campaign objectives and goals they to donated a texting and driving simulator for our booth.

The simulator was set from December 5th to the 9th during all three lunch hours in our school

lunchroom. The simulator is similar to a videogame, where you drive and try to avoid obstacles

and follow road signs. When you get a little farther in the game, we had students take out their

phone and attempt to text while driving. Many students found this difficult. To figure out how

challenging it was for them we had the student enter in Katies phone number and try to text the

phrase “What are you doing later tonight?.” Throughout the week we received many text

messages from the students using the simulator, all which prove why

texting and driving should not be happening on the road. When

unable to drive successfully, the student would crash, hit run into

obstacles, and get chased by the police. Most people who texted while

driving crashed and admitted the difficulty of the task. The simulator

received the most attention overall and educated high schoolers of the

consequences and dangers of texting and driving.

4. State Farm Booth: Our team contacted State Farm Agent Ryan Renard to return for our

second safe driving week. Mr. Renard was happy to come in with another agent to teach students

the dangers of unsafe driving. The agents conducted drunk drive tests by blindfolding kids and

making them walk on a line. They also educated students about the statistics of teen drivers to

inform them of the dangers around them. State Farm also provided a variety of traffic builders

like keychains and sunglasses to raise awareness.

5. Homeroom Speaker Joe Martin: Joe Martin was involved in a life changing car crash

ten years ago. He made the decision to get behind the wheel unbuckled, slightly intoxicated and

distracted by his girlfriend. Mr. Martin is now paralyzed chest down and will never be able to

walk. He damaged his brain, bit off his tongue and was unconscious for two months in the

hospital. Luckily, Mr. Martin woke up and now is able to live his life, but everyday he is affected

and reminded of his accident. Mr. Martin is very passionate about spreading awareness of his

story and to prevent others from making the same mistake. We invited the entire school and our

DECA chapter to come and listen to Mr. Martin during a homeroom time of the safe driving

week. About 50 people signed up to hear Mr. Martin speak, which is a drastic change from the 8

who heard him speak last year. Mr. Martin’s story impacted everyone in that room and make

each student think about their decisions they make behind the wheel. Overall, Mr. Martin made

an unforgettable emotional impact on the students which will affect the way they drive for the

rest of their lives.

6. Drunk Goggles with Law Enforcement:

To end safe driving week we invited our Police liaison officer, Officer

Enrique to assist with the driving simulator. He came to the booth during

all lunch hours and contributed to the driving simulator with a pair of

drunk driving goggles. Students used the simulator while wearing the

goggles to experience the sensations and dangers of driving under the

influence. The simulator recorded every mistake, broken law, and

endangerment of pedestrians that the driver committed. Many students remarked on the difficulty

of driving with the goggles and were in awe of how any driver could drive in this state. This

activity opened the eyes of many students throughout the day and showed weight that their

decisions have on themselves and others round them. Our goal was to make student think twice

before deciding to drive under the influence of drugs or alcohol.

C. Estimated impact on target population

For the counting of impressions our team counted the number of times one person interacted,

saw or heard our message. One person can count for more than one impression depending on

how many times they see it, hoping that multiple impressions are made on the individual.

1. Seatbelt Checks- Standing outside each entrance in the school parking lot for each

driver, passenger, and parent dropping off their children, it was easy for us to get recognized by

the student body. We only counted between 300-400 drivers each seat belt check, but many more

saw us including passengers and parents. With an estimate of 800 impressions per seat belt

check, we estimate 1,600 total impressions alone from seatbelt checks.

2. National Teen Driver Safety Week- During National Teen Driver Safety

Week, our campaign exposed our message and materials multiple times throughout

the day. Our banner, posters and booth were recognized by many each time they

walked past a promotional piece or ate lunch in the lunchroom. We have our traffic

builders that we handed out which were seen by many and shared with friends and

family. Over 500 students were given goodie bags alone. Many more who signed

pledges and interacted with our booth received other traffic builders like key chains. We saw

students putting our keychains on their backpacks and car key lanyards as well. Students enjoyed

wearing our State Farm sunglasses around school. Ice scrapers were another popular giveaway.

Many kids wanted to put ice scrapers in their car, which means they use our promotional

material when we have icy weather. Word of mouth also spread our presence in the lunchroom

which increased the number of pledges signed and surveys taken. There is no way we can find

out the total number of times seen, but we know for sure that the 1,700 students and staff at our

school saw our materials daily, leaving an impression on each person.

3. Texting and Driving Simulator- The texting and driving simulator was the most

recognized activity and the longest activity we had for use. We had the simulator up for 5 days in

the lunchroom where it was easily seen and accessed. With estimated 1,000 people in the

lunchroom for each of the 5 days we estimate 5,000 impressions from the simulator alone. We

got a lot of evidence of the impact of texting and driving from the texts that were sent to our

phone from people who used the simulator. We saw the impact of texting and driving by the

jumbled and misworded texts. The only negative thing to this was seeing kids who could text and

drive perfectly. The simulator was one of the biggest

impacts and draws in our campaign. Due to the amount

of followers it brought with the people who wanted to

try it.

4. State Farm Booth- State Farm came to our

school for one day and set up their booth in the

lunchroom of our school. With people walking by and the booth being in a very popular spot, we

estimate 1,000 impressions came from the booth either by people walking past it to get lunch or

get to classes and also those interacting with the agents themselves.

5. Joe Martin- Since Mr. Martin’s talk was an optional choice, we did not expect a big

number of impressions. What we did expect though is a resounding message to resonate with the

students who felt like his speech was worth while. 50 students were impacted directly by

attending his talk while 100 more contacted us to come and hear his message. Around 150

impressions were made by Mr. Martin’s visit to Appleton North High school.

6. Drunk Goggles- Officer Enriquez stayed in the lunchroom of our school through the 3

lunch hours on the last day of our second safe driving week. The students really enjoyed the

drunk goggles when used with the texting and driving simulator. It attracted us even more

students and made 1,000 impressions from people walking by, interacting, and seeing our

activity.

7. Media- There is no doubt that Media was our best outlet of communication and way to

gather impressions from our target audience. Our Post

Crescent article was by far our most seen form of

media. After contacting the Post Crescent viewership

team, we learned that 56,000 people viewed the Post

Crescent website the day our article headline was on

the home page. The 36,000 print article subscribers

were also exposed to our message and campaign since we were one of the main articles of the

paper that day. 307 people actually clicked our article after seeing the headline on the site and 30

people viewed the Post Crescent’s snapchat story that day with us being interviewed also.

WHBY radio was our second media source. After contacting reporter Mike Kemmeter, we

learned that 2,000 people heard our radio interview. WHBY also posts its news on their website

and social media. Interviewer Mike Kempter let us know that 150 more saw our article on either

their website, Facebook, or their Twitter. In conclusion, media was the absolute best way to get

word of our safe driving campaign out. We were also placed on the Cross Roads safe driving

website which Mrs.Hoium said gets 900 views per month. Our pictures, newspaper article and

highschool name was placed on the site for everyone to see.

8. Social Media- Since social media is so popular now with teenagers and high school

students, it was a great way to get word out for our campaign. Our main outlet was Twitter,

where other companies and people retweeted our tweets and tweeted things about us. The

Twitter feeds of the Post Crescent, Appleton Area School District, and the Police Department

retweeted many of our materials. By adding up all their followers, we have

an estimated 13,000 impressions from twitter alone. Our DECA chapter

also posted to their instagram page two pictures of our campaign. The page

has an estimate of 400 followers, and with two posts the estimate number of

impressions is 800 views. Facebook was our second main social media

outlet. We created a page on Facebook which students liked and followed.

Also with Facebook, 51 people shared our Post Crescent article with their

Facebook friends. Since we cannot access all of the data of everyone that shared it, we took the

average number of facebook friends which is 200 friends per person, and multiplied it by 51 for

the number of people who shared it. Overall, social media was a very effective way to get word

out about our campaign.

A. Evaluation of the Process

Campaign objective : To inform the community of Appleton, Wisconsin about the dangers

and consequences of reckless driving and to protect the teens at Appleton North High School.

Throughout the school year our team focused on a variety of interventions to inform the

public about our safe driving campaign. By using media sources like local radio stations,

newspapers and social media our team was able to reach a large population of teen drivers in the

Fox Valley.

Our most effective media source was the attention we gained in the in the local press. The Post

Crescent covered the story online and in print. Our team also reached many drivers through the

interview with WHBY Radio. By using these two media sources, our team was able to spread

critical messages to inform and protect teens on the

road. Another media source that reached many

students at North High School was through social

media. The Twitter and Facebook accounts were

relevant and helped grab the attention of teens in

venues they use daily and educated them of the

dangers of distracted driving. Overall, we were able

to complete this campaign objective as a result of the high level of attention we received through

media. Without engaging the media to promote our messages, we would not have been able to

complete this objective in our campaign.

Campaign Objective: To inspire teens of the Fox Valley to be responsible and safe drivers

by decreasing the amount unsafe driving practices.

Our team's second goal in our campaign was to inspire teens to make the right choices

while driving and to instill safe driving habits. We accomplished and met this goal by utilizing

an interactive driving simulator, conducting onsite seat belt checks, and inviting a local speaker

to our school whose live had been changed by distracted driving.

The driving simulator was a major hit at our school and brought visibility to the campaign.

Students were engaged and interested as it taught them the handson consequences of texting and

driving. Another activity that our team performed were seat belt checks. These were extremely

impactful and kicked off the campaign at our school. This activity went along Mr. Martin's

speech. This event reached a large amount of students and showed them the consequences of

their decisions behind the wheel. Overall every activity was executed efficiently and effectively

accomplished our campaign objectives.

B. Recommendations for future campaigns

After evaluating our campaign, we found things that we could have done better in order

to receive more attention from high schoolers and the community. These recommendations are

for the future organizers of this campaign, who will hopefully take these thoughts into

consideration while planning their events, media and image for everyone to see.

Social Media Recommendation

To further our social media presence, we would recommend making a Instagram page. Instagram

is one of the most popular social media sites and would further reach the teenage demographic.

We could utilize our own followers from Instagram and ask them to follow our safe driving

page. We could also collaborate with company's instagram pages to promote the campaign from

their pages to gain more impressions.

Wrecked Car Display Recommendation

Another recommendation for further campaigns is finding another car company which does not

require a liability form . While trying to plan the wrecked vehicle display from past years, our

team had many troubles working with local businesses. After coming in contact with Fox Valley

Iron, they required a liability insurance placed on the car in order for us to use it. Unfortunately

working with someone from Appleton Area School District on getting that liability form was

extremely difficult due to their constant delays and forgetfulness of our campaign. We hope

future campaigns do not struggle as much as we did in obtaining the wrecked car.

New Activity Recommendation

Another great idea for future campaigns is to do an activity or mini campaign at the middle

schools and other high schools across Appleton. We believe this would make a bigger impact on

more students in the Fox Valley. It is important to teach middle schoolers about the

consequences of unsafe driving since they themselves will soon join the community on the road

in a couple of years. Overall, our team agrees that with these additions to the campaign future

teams can impact students across the valley and create a safer, closer community.

1. "Call 1.800.833.8136." CUNA Calendars. N.p., n.d. Web. 30 Jan. 2017.

2. Group, Sinclair Broadcast. "Contact." WLUK. N.p., n.d. Web. 30 Jan. 2017.

3. "Teen Driving Facts and Stats." State Farm Teen Driver Safety. N.p., 8 Apr. 2013. Web.

30 Jan. 2017.