Campaign Final Report

Mazda Motorsports Final Report 1
Campaign Final Report
Mazda Motorsports
Project Yellow Light
PRactical ADvantage
Fall 2014
Lesley Roberts, Brittany Hoskins, Stephen Huynh and Jennifer Cheah

Transmittal Letter
Campaign Final Report
Mazda Motorsports
Lesley Roberts
Account Executive
3 Banting
Irvine, CA 92618
December 18th, 2014
Dear Mr. Case & Mr. Beard:
On behalf of the California State University, Fullerton’s PRactical ADvantage Communications
Team, we are pleased to present you our final report for Mazda Motorsports, regarding Project
Yellow Light.
Thank you for giving us the opportunity to work with Mazda Motorsports on such an impactful
project. The PRAD team has learned so much from this experience and hope Mazda will
continue its relationship with PRactical ADvantage in the future.
Sincerely,
Brittany Hoskins, Jennifer Cheah, Stephen Huynh and Lesley Roberts

Executive Summary
In August 2014, California State University, Fullerton’s PRactical ADvantage (PRAD)
Communications team was given the opportunity to work with Mazda Motorsports on its efforts
at promoting the Project Yellow Light (PYL) Campaign. Mazda Motorsports’ representatives,
Dean Case and Nick Beard collaborated with the our team; Lesley Roberts (Account Executive),
Brittany Hoskins, Stephen Huynh and Jennifer Cheah about what Mazda Motorsports and PYL
was looking for to execute their two goals.
We were asked to develop a turn-key presentation kit for their Mazda Motorsports teen racecar
drivers. This would assist in enabling their drivers to improve their presentation skills for
promoting PYL and the dangers of distracted driving. This presentation will be utilized at future
high school events and visits by the Mazda drivers. This will improve their comfortability as well
as properly equip them to speak and represent Mazda Motorsports.
We engaged in coordinating a high-school event where a Mazda Motorsports driver, Kenton
Koch, presented the created turn-key presentation in front of students on November 13, 2014 at
El Toro High School in Lake Forest, CA. This was the test for future presentations and allowed
Kenton to become familiar and practice the materials within the turn-key presentation kit. This
will be utilized for other teen drivers associated with Mazda Motorsports.
We were also asked to enhance scholarship entries on the college level. We engaged in creating a
flyer that was posted at local colleges in Orange County and Riverside County. An event was
held at CSUF Irvine Campus on December 4, 2014 that included a Mazda car being on campus
while our team communicated to CSUF Irvine students about the dangers of distracted driving
and PYL.

Table of Contents
Chapter 1
Background……………………………………………………………………………...06
SWOT Analysis………………………………………………………………………....09
Chapter 2
Goals and Objectives…………………………………………………………………....12
Chapter 3
Key Audiences, Publics and Messages……………………...………………………….14
Chapter 4
Strategy, Tactics and Tools………………………………………………………….….16
Chapter 5
Calendar……………………………………………………………………………...…19
Budget………………………………………………………………………………......20
Timefox Summary…………………………………………………………………........21
Chapter 6
Campaign Outcomes……………………………………………………………………23
Chapter 7
Measurement, Assessment and Evaluation of Success………………………………....25
Recommendations……………………………………………………………………....27
References…………………………………………………………………………………...…29
Appendix…………………………………………………………………………………...…...30
Examples of Work…………………………………………………………………........31
El Toro High School Presentation………………………………………………………44
CSUF Irvine Event………………………………………………………………………47

Chapter 1
Background and SWOT Analysis

Background
The number of people killed in distraction-affected crashes has decreased slightly from 3,360 in
2011 to 3,328 in 2012. An estimated 421,000 people were injured in motor vehicle crashes
involving a distracted driver. This was a 9 percent increase from the estimated 387,000 people
injured in 2011. 10 percent of all drivers under the age of 20 involved in fatal crashes were
reported as distracted at the time of the crash. This age group has the largest proportion of drivers
who were distracted. Drivers in their 20s make up 27 percent of the distracted drivers in fatal
crashes (NHTSA 2013).
Mazda Motorsports, our client, is a sponsor and partner of the non-profit organization PYL; a
video scholarship program designed to spark change and awareness amongst teens and young
adults about the dangers of distracted driving.
Managed by Mazda North American Operations (MNAO) and headquartered in Irvine,
California, Mazda oversees the sales, marketing, parts and customer service support of Mazda
cars in more than 700 dealers throughout the United States and Mexico. Mazda Motorsports is a
performance division and provides support for any of Mazda’s racing or building programs.
Mazda Motorsports is a membership-only program and their parts are not for sale to the general
public; it is exclusive to the members and Mazda racers (Mazda).
PYL introduced and conceived the Video Scholarship shortly after Hunter Garner’s death on
June 10, 2007 by his family. It was designed to bring about change and to honor Hunter. Hunter
was killed in a distracted driving accident. It is a scholarship to assist in making a dent in the
number-one killer among teens and young adults - car crashes. When someone dies in a car
crash, it is not just the family of the deceased that is affected. It is an impact felt among many
people. The scholarship was first started at Hunter’s high school, Riverbend High in
Fredericksburg, VA. It quickly found support from their community. The project soon gained
national attention and many companies and partners joined the project including Mazda and
Mazda Motorsports (Project Yellow Light).
All of the PYL applicants have one mission: encourage your peers to develop and embrace safe
driving habits. Both the winners in the high school and college level will receive a scholarship in
the amount of $5,000 along with their video being considered to become an Ad Council PSA
which could be distributed nationally to more than 1,600 television stations. Second place
winners will receive $2,000 and third place winners will receive $1,000. What the sponsors of
PYL and the team members of the scholarship itself are looking for is a video created to
motivate, persuade and encourage one’s peers to not drive while distracted. The ultimate goal is
to get other students and friends to put whatever is in their hands, down, while driving.

The video could be one student, a group of students (no more than four), a cartoon, a music
video; anything. It is up to the students to be creative and use their imagination to best capture
the attention of their peers.
The contest period is currently open (opened October 31, 2014) and the deadline for submissions
is April 1, 2015. Potential winning entrants will be notified on or near April 30, 2015.
Rules for the video entries:
 No footage of anyone actually driving distracted
 Exactly 25 or 55 seconds
 Must be a high school junior or senior that will fulfill high school requirements by July
2015 or 2016 and will attend a U.S. accredited college or university
 Or must be an undergraduate college or university student who is currently attending a
U.S. accredited college or university and is between the ages of 17-25 at the time of video
entry
 If the student is under 18, parent or legal guardian must sign an eligibility form
 All unused footage should be kept while creating the video
 Primary entrants must be a registered member of YouTube in order to submit an entry
 Videos should target teens and young adult drivers
 If using music, it must be provided by PYL’s website
 Movie to be in .mov, .mpeg, or .avi format
 The use of a consumer or “prosumer” camera
 Footage is shot horizontally if shot by a smart phone
 Highest resolution preferred
 Must not feature brand names or trademarks
 Must not contain artwork not created by Entrant
 Must not contain content that in inappropriate, indecent, obscene, tortious, defamatory,
slanderous or libelous
Mazda Motorsports has been aligned with PYL since 2012. Mazda Motorsports has more
teenage drivers than any of its competitors. They have previously engaged in high school visits
outside of California. Tristan Nunez and Zack Veach, two drivers and presenters were involved
in those visits.
Ultimately, Mazda Motorsports and PYL want to increase the collegiate levels awareness of the
scholarship program and national submissions overall. They initially wanted to see more than
one high school presentation and visit including our team, a professional Mazda Motorsports
driver and the Mazda Motorsports team. At this visit, the driver would be able to utilize the turn-
key presentation that we created to test out the material and see how students respond in hopes to
gain more awareness to the scholarship competition.

Many theories of mass media and communication can be applied to this project. The most
important would be Interpersonal Compliance - Gaining Messages because the biggest goal here
is to get the word of distracted driving out to teens and young adults and what its consequences
could potentially be. Theory of Reasoned Action can also be applied because when a teen or
young adult (or anyone for that matter) gets behind the wheel and decides to be distracted while
driving, they need to consider what could happen to them if they engage in the distracted driving.
Many of the actions people engage in while driving distracted can in fact wait. Everyone needs
to be aware of what could really happen to them if they choose to drive while distracted.
Functional Perspective on Group Decision Making examines decision-making and problem-
solving for effective decisions. The goal of PYL is to bring about change. Persons involved with
PYL have had to work together and decide the most effective strategies.

SWOT Analysis
SWOT analysis identifies the strengths, weaknesses, opportunities and threats of a company. It
allows businesses to analyze all of the positive and negatives that may affect any new proposed
actions (SWOT Analysis: Examples, Templates & Definition). SWOT acts as a model for the
company to help them determine what they need to do internally and externally to effectively
achieve their objectives.
Strengths:
 Mazda has more teenage drivers than any other competitor
 Advantage at connecting with high school/college level peers with Mazda Motorsports
due to their teen drivers
 NHTSA supports PYL
 Gives PYL extra credibility and a strong backing
Weaknesses:
 Drivers are less experienced in presenting due to shyness, lack of business aspects and
background
 Drivers are relatively timid and shy-introverts
 PYL lacks entries due to low website action on both the high school and college level
 PYL has a Facebook, Twitter and Instagram but all of their social media sites have very
few followers
 PYL lacks high school and college awareness
 Not enough schools aware of the scholarship competition
Opportunities:
 Allows us to spread awareness to local high schools and colleges about the PYL
scholarship opportunity with the goal of increasing entries
 Mazda racecar drivers can present to high schools about PYL which will make the drivers
look like heroes
 Increase goodwill exposure/recognition for Mazda

 Extend the possibility for more sponsorships for the drivers by them visiting the high
school
 Synergy among other organizations that share a similar message
 Inexperienced drivers representing Mazda Motorsports
 The presenters giving the PYL presentation are the Mazda drivers who do not have a lot
of experience in public speaking like other businesses who use confident, professional
spokesman to deliver their campaigns or presentations
 This gives other businesses a more convincing presentation and people might listen to
them more because they are more experienced
 Outside scholarship competitions like “Teens Drive Smart” from Bridgestone
 There are 2.7 million scholarship competitions that high schoolers can apply to
(Scholarship Opportunities) and since PYL doesn’t have enough awareness, their
scholarship opportunity is hidden among the rest

Chapter 2
Goals and Objectives

Goals and Objectives
Plan and execute a high school visit with Mazda Motorsports driver Kenton Koch.
 Create a comprehensive presentation kit with the following items: a PowerPoint
presentation outlining distracted driving and PYL, a script and accompanying videos
Increase college level video submissions to the PYL scholarship program
 Plan a PRAD/Mazda hosted event at the CSUF Irvine campus to pass out flyers and
inform CSUF students about the PYL scholarship
Lay the foundation for future PYL high school visits.
 Execute and record primary research from activities
o Record surveys taken from high school students during visit on Survey Monkey
and in-person

Chapter 3
Key Audiences, Publics and Messages

Key Audiences, Publics and Messages
Through our consultation meeting with Mazda Motorsports, our team was able to identify our
key audiences: Mazda Motorsports team drivers, high school students and young adults enrolled
in college, eligible for the PYL Scholarship.
Young adults eligible for the PYL Scholarship include: high school juniors and seniors (or the
equivalent of) between the ages of 16 to 18 years old and undergraduate college students
between the ages of 17 to 25 years old. There are about 36 percent of high school students that
use scholarships to get into college (7 ways to find free money for college). The primary reason
that this particular group of high school students was being targeted is because that is the prime
age range in which young adults are learning how to drive for the very first time. The college
students or young adults are focused on what they are going to major in and the pathway to get to
the career they would like to pursue when graduating college. College students have many things
to worry about among tuition, working and graduating on time. The assistance of this scholarship
could help them out simply by just being creative and submitting their video to PYL.
As a result of their partnership with Mazda Motorsports, PYL is now able to reach thousands of
students across the nation with the full support of the Mazda brand name. Mazda Motorsports
will provide their professional drivers to present at high schools across the nation about the
dangers of distracted driving as well as the PYL Scholarship. PYL’s key audience believe in
spending time with their friends and using social media sites such as Facebook, Twitter and
Instagram as a means of communicating and also use texting to stay connected with their friends
and family.
According to Pew Internet Project (2014), 94 percent of teens and young adults use Facebook, 16
percent use Twitter and 11 percent use Instagram. These social media sites are a major factor in
fatalities of car accidents involving teens. 11 percent of fatal car accidents involving teens related
to distracted driving and under the age of twenty make up the largest percentage of distracted
drivers (Texting and Driving). Since Mazda Motorsports has many young drivers, they can send
the message across better since they are around the same age as the young teens and young
adults who participate in distracted driving.

Chapter 4
Strategy, Tactics and Tools

Strategy, Tactics and Tools
A strategy is a plan of action or policy designed to achieve a major or overall aim. A tactic is an
action or strategy carefully planned to achieve a specific end and tools are devices or
implements, especially one held in the hand, used to carry out a particular function (Merriam-
Webster, 2014).
Strategies:
These strategies describe how we achieved our objectives of providing Mazda Motorsports with
a high-school presentation template and boosted college level PYL entries.
 We researched and studied past presentations and news releases to create a template for
Mazda racers to present PYL to high schools
 Compiled information to create a tangible hand out guide in order to train inexperienced
drivers in public speaking
 Researched statistics on the dangers of distracted driving in order to gain insight into the
cause and capture the audience’s attention
 Client meetings with Dean Case and Nick Bread from Mazda Motorsports and Julie
Garner, founder of PYL
Tactics:
These tactics were the strategic steps we took to carry out the above strategies.
 Created a turn-key driver presentation that can be easily contained within a USB drive for
future high school presentations:
o Created a script that was a basic outline of the power point for the driver to use
during high school presentations
○ Created a news release template for the media on PYL and future high school
visits
○ Created a PowerPoint presentation on PYL
○ Developed a questionnaire for high school students to complete on Survey
Monkey regarding how the presentation went
 Trained Mazda Motorsports driver Kenton Koch in public speaking and presenting
 Conducted a trial run high school visit with driver, Kenton Koch
 Created a PYL and Mazda Motorsports flyer and poster
 We contacted local newspapers, magazines and reached out to similar “no texting and
driving” associations to promote PYL on a local and national level
 Held an informational event at CSUF Irvine to promote PYL competition to CSUF
students:
○ Passed out flyers containing PYL scholarship information

○ Showcased a Mazda car to grab the attention of CSUF students
○ Spoke with CSUF students about the requirements and additional information
regarding PYL
○ Handed out drinks and snacks to CSUF students
Tools:
These are the tools we used to execute the strategies above.
 PYL Social Media Accounts (Facebook and Instagram)
 Previous press coverage of Mazda Motorsports and PYL
 Chapters in our required reading
 www.distraction.org
 www.celtx.com to create a working script
 www.Pewinternet.org for the statistics of young teens who use Facebook, Instagram and
Twitter
 CISION
 Local newspapers: Daily Titan online and press, OC Breeze Online News and La Quinta
High School
 Affiliated Associations: Safety 1st Driving School, Verizon Wireless and AAA
Foundation and Safety

Chapter 5
Calendar and Budget

Calendar and Budget
Dean Case had informed us that this campaign would essentially be working on a very
minimalistic budget. However, based on his word, our team was able to secure marketing
products and materials for our high school visit and Kenton Koch’s presentation. Our team
provided the flyers, lunch, snacks and the survey cards while Mazda supplied giveaways (Mazda
hats, model cars, mugs, notepads, lanyards, and pens). PYL’s Julie Garner had also sent our team
a PYL banner that was hung in the multipurpose room.
We provided the cost for the informational flyers, food and drinks at both events. The Mazda car
showcased at the events were provided by Mazda at no cost.
Calendar
September 11, 2014 Initial Client Meeting with Dean Case and Nick Beard
September 25, 2014 2ND
Client Meeting with Dean Case and Nick Beard
- 1ST
drafts of script/presentation sent to Mazda for review
September 29, 2014 PRAD (Jennifer) created PYL Flyer with Nick Beard at Mazda HQ
October 3, 2014 Announcement of PYL 2015 Submissions Open Date
October 7, 2014 Client Proposal Presentations and Proposal sent to Mazda
October 28, 2014 3RD
Client Meeting with Dean Case, Nick Beard and Professor Evanow
at P.F. Chang’s in Irvine
- 2ND
drafts of press release, PPT, script and flyers were evaluated
October 30, 2014 PRAD team (Lesley, Stephen and Brittany) attended Mazda MX-5
Mixer
October 31, 2014 PYL 2015 Submissions Open
- 3RD
drafts of PPT and script were sent for review
November 6, 2014 PRAD (Lesley & Stephen) rehearsed PowerPoint Presentation and
script with Kenton Koch
November 13, 2014 PRAD team, Kenton Koch and Dean Case visited El Toro High School
November 19, 2014 PRAD team visited L.A. Auto Show
December 4, 2014 PRAD team hosted PYL event at CSUF Irvine Campus
December 18, 2014 In-Class Client Presentation
April 1, 2015 Project Yellow Light 2014 Submissions Closed

Mazda Motorsports Budget
Item Cost
Mazda/PRAD Lunch Meeting at PF Chang’s $120.00
Mazda Give-a-ways (model cars, hats, mugs, notepads, pens,
stickers and lanyards)
$00.00
TOTAL $120.00
PRAD Budget
Item Cost
PRAD Collared Shirts x 4 $40.00
Pressing PRAD Collared Shirts with logos $00.00
To Go’s sandwiches Lunch 11/13/14 $31.50
Parking Permit(s) x 2 $16.00
Individual Hand-out Flyer(s) x 200 and 4 (22” x 28”) posters $164.77
Business Cards (2” x 3.5”) x 250 and re-print of flyers x 100 $77.19
Irvine Event (FOOD/DRINKS) $91.33
TOTAL $329.46

Timefox Summary

Chapter 6
Campaign Outcomes

Campaign Outcomes
The outcomes of this campaign is that there has been more involvement with students in both the
high school and college level becoming interested in PYL and wanting to apply for the
scholarship.
With posters, flyers and the word getting around college campuses, college students will also
want to engage in the PYL scholarship and create a video of their own utilizing their creative
knowledge. Our goal with this objective has been to get more college students to apply and
spread the word to their friends about the scholarship competition and Mazda’s involvement.
In order for more high school students to hear about the project, our team needed to assist Mazda
Motorsports and their drivers with how to present the information in a way that teens and young
adults will hear and take away from it. It is all about Mazda’s teen racers connecting to the
students. A more detailed and turn-key presentation has been developed, finalized and tested for
the drivers. The drivers will feel more comfortable with the information they are sharing to the
students during their presentations. Kenton Koch was a profound presenter and was able to adapt
to the provided presentation as well making it his own. In the end, we wanted everyone who is
engaged or applying for PYL to make a change in their driving habits as well as spreading the
word to their fellow peers.
The following is the statistical information that was gathered by our team during our visit to El
Toro High School with Kenton Koch.
Results of El Toro High School Visit
Total # of Male Students 449
Total # of Female Students 168
Total # of Students 617
The total number of students Kenton Koch spoke to was 617.
 Of those, 0 completed the online Survey Monkey Questions.
Results of CSUF Irvine Event
Total # of Male Students 45
Total # of Female Students 42
Total # of Students 87

Chapter 7
Measurement, Assessment and
Evaluation of Success

Measurement, Assessment and Evaluation of
Success
We worked well with Mazda Motorsports and PYL in understanding their goals and objectives
for the campaign. With everything we drafted and completed, we worked with Mazda and PYL
and recognized the client’s busy schedules and made every attempt to get the approvals we
needed. At the first consultation, we had hoped for a few high school visits but at our next
consultation, we determined that goal was unachievable in the amount of time we were given to
carry out this campaign effectively. We were able to have an all-day event at El Toro High
School on November 13, 2014 with more than 600 students listening in and engaging in PYL.
We were also able to hold an event at the Irvine Campus on December 4 where we were able to
capture more than 80 students’ attention regarding PYL.
We will not be able to measure the true success of our main goal of more high school and college
entries until after the scholarship deadline has concluded later in the 2015 year. We advertised
PYL at local high schools and colleges. At that point, PYL and Mazda Motorsports will be able
to evaluate whether or not the campaign was successful by comparing the number of PYL
submissions in 2014-2015 to the number of submissions in 2013-2014. Julie Garner will be able
to identify how successful our campaign was by viewing the submissions and which schools they
came from.
Preparing for this campaign included understanding what Mazda Motorsports and PYL was all
about and what goals they wanted us to accomplish. We had many questions to ask Nick, Dean
and Julie at all of our consultations. It took a lot of teamwork to make this happen and we are
very proud of what has developed.
Planning
The biggest milestone established was securing the high school visit at El Toro High School. It
seemed like it would have been an easy task, but once we started calling and conversing with
schools, it was the opposite. Our planning was realistic and in a timely manner. There wasn’t
anything we had to push back or forward. We created the flyers on time and reached outside of
our comfort zone to parties that could possibly be interested in promoting PYL.
Implementation
We just wanted the students to become interested in PYL, check out the website and maybe
eventually create a submission entry. We wanted the students to talk to their friends and know
what this scholarship is really for and why it was created. Students of all ages need to understand
the risks of distracted driving so they don’t ever have to deal with a loved one. We believe this
was the appropriate strategy because we were able to speak with high school students and see
their response to the actual high school presentation.

We also reached out to local newspapers, magazines and affiliated associations. We wanted to
could connect to distracted driving and bring awareness to high school and college students. Our
goal was to gain students’ interested in promoting PYL.
Impact
Kenton Koch presented to more than 600 students over a span of one class day. There was an
overwhelming ratio of male to female students as our results showed 449 male students to 168
female students. Kenton would then walk with the students over to their automotive class, where
he answered more questions and talked to the students. Utilizing observational skills, our team
observed and physically counted the number of students present during each class period.
After each presentation, we also interviewed 84 students and asked them for their feedback
pertaining to the presentation and Kenton as a presenter.
Teachers’ Feedback on Presentation:
“It was very informative.” – Nadal
“I really liked him talking about his safety equipment as a professional driver.” - Engel
Students’ Feedback on Presentation:
“It was cool. It’s really different from a normal class. ” - Student 1
“It pulled me in. It was educational and [Kenton] had some really great information.” - Student 2
“I learned a lot. It seemed like a lot of my friends were generally interested in what you guys had
to say about distracted driving. I mean the only person that was on their phone was your boss.”
- Student 3
“It was really cool because it wasn’t like we were being talked to by adults because it was our
peers talking to us. Adults telling us this wouldn’t have been the same.” - Student 4
“I did a project about distracted driving for one of my classes so this is pretty interesting to see
after having done that. I might just do a video for this.” - Student 5
Students’ Feedback on Kenton’s Presentation:
“I thought he did fine. He was good at speaking. Definitely a good choice.” - Student 5
“He was a good speaker. He was really clear.” - Student 6
“He was monotone. He needs to be more enthusiastic. I need a presenter to be happy and
energetic for me to be happy and energetic too.” - Student 7
“He could use some more practice. He mumbled and stumbled across words a lot. The second

time I sat through the presentation, he did a lot better.” - Student 8
“He lacked the charisma to bring me up. I really wished he was louder.” - Student 9
Conclusion
Overall, the reaction and feedback to the presentation and Kenton as a speaker was
overwhelmingly positive. The students were engaged and generally interested in the information
presented. They knew the answers at the end of our presentation, which showed participation and
information retention overall. However, there were students that believed Kenton needs to be
more enthusiastic about the information and to change his vocal range/ability.
Our key publics gained exposure through articles on websites and newspapers. Our audience
actual exposure cannot be confirmed. The presentation at El Toro high school gave 617 high
school students exposure to PYL and the scholarship itself. It was confirmed by counting how
many students were spoken to as well as through Survey Monkey. Evidence of the students’
engagement was measured through their overwhelming retention and willingness to answer
questions at the end of the presentation. Through some conversation and questions directly with
the students, we learned that many of the students have not heard of PYL prior to the
presentation on November 13, 2014.
Though we only reached a small amount of students at the CSUF Irvine Event, we did get one on
one interaction with each student. With this “word of mouth” approach, we hope that each
student will pass the information along to their peers and anyone they know in high school.
Some students were interested in the scholarship program initially until we explained how they
have to create a video. Then they lost interest.
Future Semesters
With the creation of the turn-key presentation kit, our team and Mazda Motorsports will be able
to work together in the future at high schools in hopes of bringing in a bigger audience once the
drivers have become more comfortable with the presentation kit and presenting in larger crowds.
It will be up to the future PRAD Mazda Motorsports team to coordinate multiple high school
visits if it’s what the client wants in the future. PRAD and Mazda’s partnership may possibly be
able to engage in college visits to increase those entries even further.
Recommendations
With our team visiting El Toro High School and CSUF Irvine campus as test-runs, we
recommend a few changes to the presentation and event as a whole to make it flow and
presenting the information more efficiently.

High School Presentation:
 Shorten PowerPoint presentation to a 15-20 minute maximum
 Add videos to explain and better help visualize Skip Barber Racing driving tips
 Change PowerPoint Order: Driver introduction, PYL information, driving tips and
distracted driving facts and then Q&A
 Confirm all audio visual equipment that is supplied by high school is compatible with the
equipment brought/provided
 Obtain an accurate headcount of students before presentation
 Rehearse and walkthrough presentation with driver multiple times before final
presentation
 Research and know your clients’ background information to the fullest
CSUF Irvine Campus Event:
 Hold the event during rush week on the main CSUF campus in Fullerton
 Have the PYL video or some type of visual playing at the booth in order to further grab
the attention of students
Immediate:
 Make/order extra hard copies of the flyers and posters
Long Term:
 Collaborate PYL & Mazda Motorsports items to give away and promote (i.e lanyards,
hats or pens)

References
Dean Case. Communications Officer, Mazda Motorsports. 4733 Torrance Blvd #405,
Torrance, CA 90503. (310) 318-4582. mazdaspeed@mazdausa.com.
Distracted Driving - One Text Or Call Could Wreck It All | Mazda USA. (n.d.).
Retrieved September 30, 2014, from https://www.youtube.com/watch?v=7MM6UESyqN8
Distracted Driving - One Text Or Call Could Wreck It All | Mazda USA. (n.d.).
Retrieved September 30, 2014, from https://www.youtube.com/watch?v=A1D11SjrAFY
Distracted Driving | National Highway Traffic Safety Administration | Texting and
Driving. (n.d.). Retrieved September 30, 2014, from http://www.distracteddriving.gov/
Donate. (n.d.). Retrieved September 30, 2014, from
http://www.projectyellowlight.com/
Mazda Press Conference - MAZDA MOTORSPORTS PARTNERS WITH PROJECT
YELLOW LIGHT. (n.d.). Retrieved September 30, 2014, from
https://www.youtube.com/watch?v=fg4cWXhVR_8
MazdaUSA - Inside Mazda. (n.d.). Retrieved September 30, 2014, from
http://www.mazdausa.com/MusaWeb/displayPage.action?pageParameter=careers/
Merriam-Webster Online: Dictionary and Thesaurus (n.d) Retrieved October 23, 2014, from
http://www.merriam-webster.com
Nick Beard. Corporate and Internal Communications Specialist, Mazda North
American Operations. 7755 Irvine Center Drive, Irvine, CA 92618. (949) 727-6567.
nbeard@mazdausa.com.
Teens Fact Sheet. (n.d.). Retrieved September 29, 2014, from
http://www.pewinternet.org/fact-sheets/teens-fact-sheet/
7 ways to find free money for college. CBS News. Retrieved September 30, 2014, from
http://www.cbsnews.com/news/7-ways-to-find-free-money-for-college/.

Appendix

Examples of Work

College Scholarship Flyer
m o t o r s p o r t s
COLLEGESCHOLARSHIPCONTEST
Createavideoexplainingthe
dangersof distracteddrivingand
enter for achancetowin$5,000
inscholarshipfunds!
Submissionsacceptedfrom10/31/14to04/01/15
Visit www.projectyellowlight.comfor moreinformation

High School Scholarship Flyer
HIGH SCHOOL SCHOLARSHIP CONTEST
Create a video explaining the dangers
of distracted driving and enter for a
chance to win $5,000 in scholarship
funds!
Submissions accepted from 10/31/14 to
Visit www.projectyellowlight.com for more

News Release

Flyer Postings at Saddleback College in Mission Viejo, CA
Mazda MX-5 Mxer

High School PowerPoint Presentation

Survey Monkey Cards

El Toro High School Presentation

CSUF Irvine Event

CSUF Irvine Campus

LA Auto Show

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