1. Table of Contents
I. Executive Summary 1
II. Introduction
a. Statement of Problem Conducted 2
b. Significance of the Problem Studied 4
c. Background Information 6
III. Procedures and Research Methods Used
a. Description of Secondary Research 9
b. Description of Primary Research Conducted 11
c. Description of Involvement of Chapter Members and
Businesspeople in the Project 14
IV. Findings and Conclusions
a. Presentation of Findings, Data to Support Findings 15
b. Presentation of Conclusions, Rationale to Support
Conclusions 17
V. Recommendations
a. Recommendations Resulting from the Study 19
b. Projected Outcomes from Implementing the
Recommendations 21
c. Plan for Implementing the Recommendations 22
d. Evidence that the Project has been presented to the
appropriate Business or Government Officials who
would Benefit from the Study 25
VI. Appendix 26
VII. Bibliography 30

2. 1
I. Executive Summary
The Problem:
On October 19, 1998 Mike Preston was a 16-year-old
Coloradan who had just received his driver’s license. Mike never
made it home, he died in his fatal crash just hours later. That
same day, 3 other teens were killed in car accidents across the
nation. These tragic accidents occur daily all over the nation.
Every year over 3,000 teenage drivers will not come
home due to fatal crashes, and 300,000 will be involved in serious accidents.
Dangerous teenage driving is an epidemic responsible for 35% of teen deaths
every year. Through extensive research and studies, the Creative Marketing Team at
Cherry Creek High School has found a cure to put this epidemic of teen drivers into
remission. The Realtime Onboard Vehicle Reporting System, ROVR, relays important
information regarding the driver’s habits, and current GPS positioning, and presents a
scorecard analyzing their driving behavior based on the average number of incidents per
hour. From this report generated by the ROVR, a driver can improve the safety of their
driving. ROVR tracks hard braking events, rapid accelerations, over speeding, and other
driving behaviors then ROVR summarizes it into a weekly scorecard.
Findings:
It was identified to improve driving habits with the ROVR was a monetary
incentive and a restrictive disincentive. In one month of ROVR implementation drivers
on average saved 2.24 hard braking events down from around 12 events, and .85 rapid
acceleration events down from around 3 an hour, although many drivers experienced
much greater improvements. Every hard braking event is a narrowly avoided crash. With
extended use ROVR can eliminate these dangerous driving habits.
Cartasite is a company that provides equipment and data to improve
driver safety in the oil and gas industry, but currently does not have a presence in the
consumer driver safety market, but ROVR has great potential if introduced to consumers.
ROVR would be best marketed through local educational outlets, social media circles,
and driver education programs. The ROVR can bring stability and safety to the
unpredictable and dangerous environment of the roads.
The goal of our project was to find a way in which Cartasite can bring the ROVR
to the consumer market to save teen lives. Our goals were to:
• Implement ROVR to improve teen driving habits
• Establish if there is a market for ROVR
• Determine how best to market ROVR
In a survey we created we determined that the common teen driving habits are
unsafe, but these drivers do not know that their behaviors are dangerous. It was found
that the best way to market ROVR was through schools, social media, and drivers
education programs.

3. 2
II. Introduction
A. Statement of Problem
Driving is the most dangerous task which
teens must face every day. Vehicle accidents account
for 35% of all teenage deaths between the ages of 16
and 19 due to various risky behaviors.
Teenagers lack the necessary experience to properly operate a vehicle in trying situations,
they overestimate their abilities, have poor judgment, and enter into dangerous situations
that frequently result in serious accidents. Teenagers are also overly susceptible to
distractions that can lead to dangerous situations or accidents.
New teenage drivers lack the necessary skills which keep them safe in the
commuting environment and are extremely susceptible to distractions such as cell phone
use, loud music, and other passengers, which leads to unsafe driving conditions as their
attention is drawn away from the crucial task at hand. Teenage drivers typically exhibit
dangerous driving behaviors such as following too close, speeding, and other
aggressive tendencies. A hard braking event is generated when a driver is following
too close to another vehicle and must quickly brake to avoid a rear-ending. Cars that

4. 3
speed create an environment with a higher risk of a more serious crash. Rapid
accelerations are signs of aggressive driving.
Hard braking and rapid accelerations unnecessarily place drivers into unsafe
driving environments that relate to a higher incidence of accidents because they lack the
necessary skills that come only with extensive experience in safe driving.
Beginner drivers need to be assisted in crossing the bridge from novice drivers to
capable commuters. To accomplish this, teens need to have a 3rd party perspective
analyzing their driving behaviors. If teens are aware of the dangerous decisions they are
making, it is possible to improve upon their poor behaviors and develop safe habits that
will ensure the safe commuting of the driver.
The first months and years for a beginner driver are the most dangerous because
the beginner drivers lack almost any experience, as do not know how to properly behave
in difficult situations. They also lack the skills that driving a motor vehicle requires such
a assessing appropriate following distances, they are easily susceptible to distractions,
and they are completely on their own.

5. 4
B. Significance of the Problem Studied
Around 300,000 teenagers are involved in serious car accidents every year and
about 3,000 result in fatalities according to the National Highway Traffic Safety
Administration. This obviously presents a critical problem, and we must prevent this from
continuing. This epidemic of teenage driving accidents, injury, and death must be
addressed immediately so as to keep the streets safer because such a gross loss of life is
unacceptable. The dangerous teen drivers not only put their lives at risk but the lives of
every single person on the road. Teens have caused the deaths of many unsuspecting
bystanders and commuters who were not exhibiting dangerous behaviors, but solely were
victims to the dangers of poor decisions and a lack of experiences. Teen drivers between
the ages of 16 and 19 have a crash fatality rate four times greater than older ages groups
(Allstate).

6. 5
Cartasite presents a viable solution to the epidemic of poor teen driving with the
ROVR. Cartasite is a Colorado based company, which is optimized to improve the
safety, security, and efficiency of automobiles. Currently, its real-time tracking and
monitoring devices are equipped in numerous corporation vehicles internationally,
mainly the gas and oil industry. Cartasite’s driving monitoring device the ROVR
(Realtime Onboard Vehicle Reporting System) monitors the dangerous habits of a driver.
By helping the novice drivers by
presenting behavioral trends, they have
the ability to improve their safety by
reducing bad habits. ROVR reports i
ncidents of bad habits through a weekly
analytical scorecard based on the average
number of events per hour.
As you can see the driver can
track their habits over time, and compare
their results with the best, worst, and
average of all drivers with ROVR implementation. Through a Driver Dashboard the
administrator over any fleet of operational vehicles may view the scores, and habits of
any drivers. The administrator of authorized accounts may view the location of any
vehicle from the WorldView dashboard.

7. 6
C. Background Information
A team of experienced technology executives formed Cartasite in 2004. They
built the industry’s first commercial GIS company (Geographic Information System) –
GeoGraphix. Cartasite currently brings real time intelligence to vehicle fleets all across
the globe, in any environment. Cartasite developed the ROVR monitoring service to
track vehicles and their driving habits. ROVR plugs into the OBD port under the steering
column, present in every car produced since 1996. The On-Board Diagnostics port used
to evaluate a vehicles performance. The moment the ROVR is mounted into the car,
driving is monitored and the data is sent to the driver in a weekly scorecard. WorldView
is cartographic software that displays a fleet’s real time location anywhere on the globe,
updating a cars speed, location, and any event within every ten seconds. A new feature
that has been released by ROVR is cellSAFE. CellSAFE is a program that pairs the
ROVR with the driver’s phone, and inhibits use while the vehicle is in motion. CellSAFE
eliminates the dangerous distractions of phone use while driving, but can be overridden
for emergency calls, but this event is reported on the scorecard.
ROVR can
• Monitor hard braking, rapid accelerations, and over speeding
o Built-in accelerometer monitors all movements of the vehicle
• Realtime Location
o GPS update the location of the vehicle every ten seconds
• Block cellular communications
o CellSafe inhibits phone sue while the vehicle is in motion

8. 7
Cartasite is interested in bringing the ROVR technology to teens as part of the
“Safe Drivers. Safe Roads” campaign. The goal of this campaign is to reach out to
promote better relations and awareness about Cartasite through implementing the device
to local households, to both the parents and teen drivers. If all drivers drove with a ROVR
then our roadways would be safe, and accident free.
The government has begun steps toward creating a safer driving environment for
teens by passing legislation such as the Graduated Drivers License. The Graduated
Drivers License (GDL) has put a start to reducing teen driving accidents by creating a
safe learning environment in which teen drivers can develop driving skills. The GDL
focuses on the early driving experiences of teens, because according to a State Farm
study, teenagers are ten times more likely to be involved in a fatal driving accident during
their first year of driving than any time in their entire life. The GDL was the first step
towards improving teen driving safety on a national level, and so far it has saved
hundreds of lives. It not only has reduced fatal accidents per year, but in the incidents that
never had the opportunity to come into fruition. Although this law has lowered the
number of accidents and deaths on average 10-30%, the rate of teen driving accidents is
still unacceptably high. Many teen drivers feel unsafe when other kids are in the car, 44%
said that they don’t drive as safely with other kids in the car, and 67% said that they feel
unsafe when another teen driver in the car. 40% of teen driving fatalities occurs between
9 p.m. and 6 a.m. (Allstate). Teens are placing their lives, and the lives of others at risk
when they enter a vehicle with other teens.

9. 8
Driving is a difficult skill that requires numerous hours of experience and
extensive instruction to master. Young drivers need to be slowly acclimated to the new
environment. The Graduated Driver’s License (GDL) has been developed and
implemented around the nation in all 50 states to assist young drivers in acquiring the
necessary driver competence. Drivers under 18 go through the graduating licensing
system in order to receive their full privilege license.
1. Supervised Leaner’s Permit
The first stage is the supervised learner’s permit which is received after
successfully completing a driver’s education course and is effective during the first 12
months. This allows the teen to learn rules of the road and receive guidance as they drive.
The supervised learner’s permit allows the driver to drive in a low risk environment as
they are more focused on their driving when accompanied by an adult. In addition, while
the driver is being supervised they are a lot less likely to speed, drive aggressively, and
violate traffic rules.
2. Intermediate License
The second stage is an intermediate license that
is granted after completing the mandatory amount of 50
hours of day and 10 hours night driving. It is easier for
the driver to adjust to the distraction of other passengers
if they are allowed to experience independent driving
for six months after their learner’s permit before they
are allowed one underage passenger.

10. 9
3. Graduated License
Lastly, once the driver has completed the learner’s permit and the intermediate
license they receive their graduated license. Where drivers are granted all driving
privileges of regular driver. The graduated license allows the driver to begin full-time
driving with safe driving experience. The graduated license effective and safer way for
novice drivers to learn the rules of the road.
Colonel Mark Trostel, who was a key advocate for the GDL and was elemental in
passing the legislation for the GDL, commented that the GDL is extremely effective at
reducing unsafe teen driving behaviors. Col. Trostel was the Chief of Colorado State
Patrol for 24 years. He is grateful of the Graduated Drivers License, but believes more
can be done to improve driver safety. Col. Trostel commented that the next step to
improve teen driver safety it to implement ROVRs into the cars of adolescent drivers.
This is the last step in ensuring that teens drive safely because they would have continued
supervision during their beginning months of having their licenses.
III. Procedures and Research Methods Used
A. Description of Secondary Research Conducted
Secondary research is an effective method of obtaining information because it is
cost efficient and readily available through many outlets such as studies, Internet
research, and other media sources. The secondary research we utilized were case studies,
articles from the Internet, and the Cartasite website for our better understanding of the
problem.

11. 10
Case studies provided valuable sources of quantitative information pertaining to
driving incidents, statistical data, and how numerical information was obtained. These
studies also analyzed the information into usable data from which habits can be derived,
behaviors can be analyzed, and generalities can be formed. We drew our research from
studies carried out by the National Highway Traffic Safety Administration (NHTSA),
various insurance companies, and a case study by EnCana Oil and Gas. The studies were
thorough and had a common consensus that teen driving is a dangerous epidemic
plaguing America’s roads.
The Internet provided articles with reliable information on teen driving. NHTSA’s
website consisted of great statistics and studies deriving from observations of teen driving
tendencies and statistical information regarding accidents. The Internet presented many
startling statistics and data regarding teen driving accidents and crash rates. The most
motivational method for teens to improve behavior is through peer pressure. From this we
can derive that teenagers need peer pressure from their community and environment to
drive safer because if safe driving is the acceptable norm, then teens will feel pressured to
conform. Through encouragement from close friends and family and multimedia
saturation the teens will more willingly receive the message and accept the advice.
From www.cartasite.com further information on the company and the ROVR
were obtained. Cartasite is the sponsoring company of the study and from the website,
executive summary and interviews with David Armitage (CEO), information was
gathered on background knowledge and active programs.
An EnCana Case Study: “EnCana Implements Successful Driving Safety and

12. 11
IVMS Program” provided information on a study carried out regarding the ROVR and
the reward stimulus strategies used to improve driving behavior among its employees.
According to an EnCana Oil & Gas case study, when driving a vehicle more
conservatively in the manner which the ROVR driving behavior ideals promotes, a
vehicle can operate with a 20% improved fuel economy. By driving more economically,
drivers save businesses thousands of dollars of fuel. So far the ROVR has saved 7,000
gallons of fuel because cars are driving more economically by avoiding over speeding
and rapid acceleration events. Rapid acceleration burns more fuel and is more costly to
drivers because of the wear and tear on the vehicles. The 7,000 gallons of fuel saved
translates to 137,200 lbs. of CO2 because for every gallon of fuel saved, 19.6 lbs. of CO2
is kept from being expelled into the environment. By applying the ROVR and the
ROVR+ in the field, Cartasite has been able to have an extremely beneficial and
extensive impact on the world. The implementation of ROVR caused significant overall
trend among drivers towards safer driving behaviors. The events of hard braking events
per hour decreased, rapid acceleration events decreased, idling time decreased, drivers
scoring under 80 decreased, the number of drivers scoring over 90 increased, and overall,
every single score significantly increased.
B. Description of Primary Research Conducted
Primary research is original primary data obtained. In our research, we
conducted a study from members from our chapter, a survey for the chapter members,
and interviews with the CEO of Cartasite, and a North American energy producer,
EnCana Oil and Gas.

13. 12
1. Experimental Study
Our study consisted of a study group of ten of our chapter members to monitor
driving behaviors and patterns of improvement. Cartasite provided ten ROVRs for us to
implement in each of the driver’s vehicles. The ten drivers drove with the ROVR in their
car for four weeks aspiring to be awarded the cash prizes for high driving scores. The
participants willingly agreed to be in the study in an unprecedented attempt to monitor
the driving behaviors of a group of teenagers with quantitative data based on actual
behavior. The results of each of the drivers were represented in scores out of 100, a 100
being the best and a 50 being the worst. The scores decreased as the drivers made errors
such as hard braking and rapid accelerations. The drivers that scored over 90 were
awarded 10 dollars, and the drivers who obtained a score of 95 or higher earned 20
dollars for their efforts. The study lasted for one month in order to observe how the
immediate effects of the ROVR driving system would affect driving behaviors. The first
week, we did not offer cash prizes and we asked the test subjects to drive normally to set
a baseline for our study. After the first week, we asked them to attempt to improve their
driving. Each driver received a weekly scorecard analyzing that week’s habits and
incidents. The scorecards displayed the number of hard braking per hour, number of rapid
acceleration per hour, and the number of time spent traveling over the speed of 75 m.p.h.
The max speed was 75 M.P.H. because that is the commonly recognized maximum
speed. These scorecards allowed for the drivers to reflect on that week’s driving, and
create goals of improvement for the next week. The individual’s scores were presented as
scorecards emailed to each individual and a dashboard overview was presented to us.
Shown on the following page is an example graph of a study driver’s month-long driving.

14. 13
2. Survey
A survey was circulated to create a poll on teen driving habits and behaviors, as
well as thoughts on driving. We distributed 100 copies to the Marketing I, the 11th grade
class, and Marketing II, the 12th grade classes. The survey consisted of a few basic
questions regarding driving behavior.
These questions focused on the amount of confidence the drivers believe to have
and the common errors drivers make. The goal was to determine how many drivers
believe they drive proficiently and how highly they regard their own driving.
19.67
21.59
10
9.7
2.26
1
1.6
0.8
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Typical Improvement with ROVR
Hard Brakes
Rapid Starts
Survey
1. Are you a better than average driver?
2. Would you be willing to improve your driving habits for
money?
3. Do you often find yourself slamming on the brakes or
slamming on the accelerator?
4. Do you often drive five or more miles over the speed limit?

15. 14
3. Interviews
We interviewed influential leaders in the driving safety world. We interviewed the
CEO of Cartasite David Armitage to inform us about the ROVR and his plan for a safer
driving environment. David Armitage developed the ROVR in order to bring stability and
safety to the roads of the oil and gas industry, but now Mr. Armitage and Cartasite want
to bring this safety to the consumer market. The applications of ROVR in the consumer
market to improve safety are vast. The primary goal of the ROVR is to improve the
habits of a driver for a safer driving environment.
Another businessman we interviewed was Col. Mark Trostel, the Director of
Driver Safety at EnCana; EnCana is one of the largest natural gas producers in North
America. EnCana Oil and Gas saw a 55% reduction in accidents within the first year of
implementing ROVR with an expected decline to 60% to 70%. The rapid improvement of
safe driving was catalyzed by two accidents in 2009 that brought a cold realty to light that
they could prevent these accidents by improving their personal habits, so as to keep
others on the road and to keep themselves on the road. EnCana is grateful for ROVR for
saving lives and improving the safety of their business.
C. Involvement of Chapter Members and Businesspeople
Our research involved many DECA members from our chapter, Cherry Creek
High School, and local businessmen. It is important to involve many members of the
DECA community as well as local businesses in creating a study because they tend to
contribute accurate and reliable results, while creating a positive image in the
surrounding community.

16. 15
As mentioned in the previous section, ten members from our Marketing I course
participated in the study to observe teenage driving habits. Their participation assisted us
in developing strong evidence to back up our research and introduce new aspects to how
ROVR is marketed. The members were assigned to recognize their weaknesses in their
driving, and then to strive to improve on them to increase their ROVR score and
ultimately driving safer. Their participation was elemental in assessing the driving
patterns of teenage drivers, and the results found was likely be repeated in an size study.
The involvement of businessmen is important because it is crucial to have credible
sources to support our research. We interviewed David Armitage and Mark Trostel for
further information on the ROVR and teen driving. David Armitage also provided us with
the ROVRs used for the study and the reward money we used as the incentive.
IV. Findings and Conclusions
A. Presentation of Findings
Study group findings averaged a four percent improvement over only a four-week
period; this is a change in driving from mediocre to exemplary driving. Through the
study driving incidents on average fell: .85 events per hour for rapid acceleration and
2.24 for hard braking events. Hard braking is an opportunity for an accident that is
narrowly avoided, reducing this rate by two events per hour reduces two potential
accidents. This was a trend demonstrated throughout the majority of the subjects as they
progressed through the study. However, some drivers did not follow a steady trend of
improvement because a lack of determination and motivation to improve their driving.

17. 16
The survey was the keystone in assessing the opinion of driving habits from a
broad spectrum of teen drivers from the novice drivers with less than a year of experience
to the more experienced teen drivers with up to three years of experience. The survey
offered a sample of typical teenagers and their perceived driving abilities. Many did not
believe that they exhibited certain bad habits, but every person exhibits these habits.
9.22
10.3
7.35
6.98
4.254
6.4
5.38
3.4
0
2
4
6
8
10
12
#/ hout
Average of Test group
Hard Braking
Rapid Starts
Yes
No
44%
56%
Do you believe that you are a better than average driver? Females
9%
91%
Do you believe that you are a better than average driver? Males
Yes
No
Yes
No
69%
31%
Do you often find yourself slamming on the accelerator or slamming on the brakes?
12%
88%
Do you often speed five or more miles over the speed limit?
Yes
No

18. 17
Marketing I Males
Yes / No
Marketing I
Females Yes / No
Marketing 2 Males
Yes / No
Marketing 2
Females Yes / No
Do you believe you
are a better than
average driver?
21 3 33 26 13 1 18 6
Would you be
willing to improve
your driving for
money?
13 8 25 5 12 2 10 19
Do you often find
yourself slamming
on the accelerator
or slamming on the
brake?
2 17 11 18 4 10 8 11
Do you often drive
five or more miles
over the speed
limit?
19 1 26 3 13 1 15 5
From this data we can conclude that teenage drivers have overconfidence in their driving
that puts them at risk because they do not believe that they have any problems that
require correction.
B. Presentation of Conclusion, Rationale to Support Conclusions
The month long study presented great data for our research. First, the monetary
incentive was the carrot for which the drivers drove carefully and improved their driving
behavior in order to obtain better scores. Initially, subjects received average scores in the
80s but as the study progressed and they were able to identify areas in which to improve
their scores, and many improved their scores in aspirations of attaining a higher score, for
which a higher prize was awarded. Although many participants focused on improving
their scores because of the allure of the reward of a cash prize, others lost their
determination and did not focus on driving better. The solution to the drivers who did not

19. 18
improve their driving because the score of a 90 seemed unattainable was rewarding any
improvement in driving. Every single subject’s driving score increased when rewarding
improvement was put into effect. The reward system for improvement was two dollars
for every point of increase in the 80s and three dollars improvement for every point in the
90s. This was effective because it encouraged even the smallest improvement, and
encourages driving improvement after the score of 95, one student improved to a 98
when rewarding improvement was instated.
The lack of a disincentive led to many drivers no longer attempting to improve
and drove poorly. One participant said that he would drive better if his parents were
aware of his their behaviors because the score of 90 or better seemed unattainable, so
they fell into old habits driving because of the potential punishment of his parents
rescinding his driving privileges. This one-sided test with only an incentive and lacking a
disincentive was helpful in determining the two biggest motivators for safe driving. A
monetary incentive would lead to participants improving their driving, and the
disincentive of punishment for poor driving habits if revealed to parents.
The survey concluded that teens have very little awareness of their driving. 69%
of teens could not identify a hard braking or rapid acceleration even though they with out
doubt commit these errors. A startling 88% of drivers habitually speed over five miles an
hour. The scariest part is 91% of males and 56% of females believe they drive above than
average, which is statistically impossible. The drivers cannot identify their mistakes, so
without aide they cannot fix these mistakes.

20. 19
Drivers that could identify their problem areas were able to improve their habits.
This was observed with the drivers in the study. They were able to identify problem areas
and improve. The driver’s ability to see mistakes allows them to solve them and drive
safer.
V. Recommendations
A. Recommendations resulting from the study
From our findings and data, we have concluded that the ROVR will have its most
success by developing into the consumer market. The primary target for ROVR is
parents, but secondly teens. Parents will buy the ROVR for the security and piece of
mind that it gives them knowing that their child is safe. Teens would want the ROVR
because of the numerous incentives and perks it brings.
II. Parents
Parents are the ones who are going to purchase the ROVR and enforce the use of
it. Due to the benefits of ROVR in regards to the pledge system, 3rd party incentives, and
the competition among peers, a teen driver will ask their parents to install ROVRs in their
cars. When a few parents become aware of the ROVR word of mouth, marketing will
spread product awareness throughout the teen community and parenting community,
eventually reaching every person in a high school, neighborhood, or community. The
owners of a ROVR will sell others on the benefits, and how it improves their driving, and
helps ensure that then arrive home safely.

21. 20
1. Social Media
ROVR would create quite a presence on social media outlets because parents can
easily access information on the ROVR. On social media sites such as Twitter or
Facebook users would have the ability to discuss the ROVR with other parents
spreading product knowledge among the parental community.
2. Education
Promoting the ROVR through schools would be effective because Cartasite could
access a broad audience of teens and parents. Promoting throughout schools would foster
the ideal environment for parents and teens to share knowledge and information in a
place frequented often by both parties.
I. Teenagers
Teenagers are the #1 most dangerous and accident-prone drivers of any age; the
ROVR will be most effective when utilized by the worst drivers. The NHTSA concluded
that the best method of delivering information over driver safety to teenage drivers was
through multimedia systems from TV, Internet, radio, and billboards. These methods
were concluded to be the most effective because teenage drivers spend a majority of their
time with the radio on, the TV on, or accessing the Internet. To reach the teen drivers
there are some ways to promote the ROVR such as:
1. Promoting throughout high schools.
Promoting the ROVR in schools will create huge awareness of the ROVR and its
safety benefits directly to the teenage drivers. Promoting the ROVR in schools can create
competition between students and other schools that encourages the students to drive

22. 21
even better.
2. Create presence in the social network.
Social networks such as Facebook and Twitter are the new technological trends
especially within the teenage group, and if we can spread news about the ROVR on the
Internet, it will spread rapidly. These groups and online clubs have already begun at
companies implementing ROVR, and spur on friendly competition among co-workers,
and the key element is that an individual can make a competition or a club to share with
their friends.
3. Implementing the ROVR into driver’s education programs.
All drivers under the age of 18 are required to take some form of driver’s
education classes (this is for all states enforcing the GDL). If we can get these classes to
utilize ROVRs during their instructional drives and also recommending them to the
students, Cartasite will greatly expand its market.
B. Projected Outcomes
If our recommendations are implemented, Cartasite will increase the sale of
ROVRs, teen drivers will drive safer, lives will be saved, and money will be saved.
Through the advertising of the ROVR in schools, social networks, and promotion through
driver’s education programs, the ROVR will gain presence resulting to an increase in
sales and profits. Also, ROVR will be marketed to parents by creating a presence in
schools, social, and driving programs. Teens will drive much safer when they follow the
incentives program and adopt exemplary driving behavior. Great driving habits will
prevent incidents and be carried on through life. With great driving behavior comes a

23. 22
reduced amount of accidents and incidents. As exemplary driving is followed, more and
more lives will be saved and injuries prevented. With the reduced frequency of accidents
and crashes, money and vehicles will be saved and will repay for the value of the ROVR.
Money will also be saved through the reduced usage of gas, creating a secondary
incentive to drive well.
C. Plan for Implementing the Recommendations
1. Promoting throughout high schools
Distributing posters, and banner advertising around schools would create
widespread awareness through schools, especially if the posters came with brochures
centralized around the main offices. Sending emails to the parents of teen high school
students would be effective at raising awareness at very little cost. Cartasite should
sponsor a Teen Safe Driver Week to raise awareness among students. Also Cartasite
brought in a safe driver speaker on Back-to-School night to raise product awareness
among the parents of teen drivers.
2. Create presence in the social network
On social networking sites, competitive groups can be created to spur on
competition between users as well as offer prizes for the winner of the highest score for
the week. Competition between peers is a critical element for this project to succeed and
utilizing social networks is the best gateway to competition because teens motivate and
encourage each other through friendly competition. Creating a ROVR page on Facebook,
where information and benefits about the ROVR is posted, is a simple method to increase
awareness. Another strategy is to bring the existence of the ROVR to Twitter and gain

24. 23
followers to read the tweets we post.
Cartasite recently acquired www.teensafedriver.com, which currently receives
over 10 million unique visitors a month, and this, would be an excellent place to host
contests and forum to promote ROVR.
Cartasite would be wise to enter negotiations with 4Square because the location
based coupon service could offer incentives at local restaurants based on an individual’s
driving score. Drivers would have motivation to improve their driving in order to take
advantage of deals from local vendors.
3. Driver’s education programs
Distributing the ROVR to driver’s education programs to use and to sell to
parents will increase profit and awareness for Cartasite and the ROVR. Driver education
institutions would be effective methods to raise awareness among brand new drivers, and
give parents of the new drivers a safe manner of monitoring them as they become
accustomed to driving. Allowing driving instructors to drive with and promote ROVRs
would create excellent brand awareness among beginner drivers and their parents. Also,
brochures and ROVRs in driver’s education buildings and DMVs (Department of Motor
Vehicles) will create presence amongst teens and parents who are new to the driving
environment. It would be a reassurance for parents as they release their children into the
dangerous and unprotected environment of the road.

25. 24
4. Publicity
Promoting of ROVR through television and radio would be effective at reaching
teens and parents throughout the day. In the car radio advertising would be effective
because the majority of drivers listen to the radio while driving, and there could not be a
more perfect time to deliver the message of driving safely than when driving. Public
service announcements would effectively deliver the message of safe driving. Radio is an
effective medium because it is cost effective because the CPM is relatively low and it
reaches many teens in their dangerous environment and delivers the method. The
message delivered can be applied immediately and remind the drivers, and any listeners
to drive carefully, and an effective aide for safer driving is the ROVR.
5. Press Releases and Interviews
Press releases are effective at delivering the message of safe driving through
ROVR application. Press releases are an inexpensive way to reach a wide audience for
little to now cost. Interviews are also an effective way of spreading the word of ROVR
because the interviewers do the majority of the work and it is at no cost to the company.
During our study Cartasite released a press release that appeared on over 400 newspapers
and websites nationwide bringing great publicity. On December 26 Keaton Skudneski
conducted an interview with The Denver Post, which printed on January 3rd
and was seen
throughout Colorado bringing publicity to Cartasite at no cost.
On January 11th
Keaton Skudneski will be host an interview with Fox news over ROVR.

26. 25
D. Evidence the Project has been Presented to the Appropriate Business
and/or Government Officials who would Benefit from the Study
The Cherry Creek High School Creative Marketing Project Team presented
research, recommendations, and a plan to implement the recommendations to David
Armitage on January 8, 2013 in a meeting. Presented is an outline of the meeting:
I. Statement of the Problem
II. Research
a. Driving Study Results
i. Participants
ii. Scorecards
iii. Winnings
iv. Improvements
v. Conclusions
b. Driving Survey
i. Participants
ii. Questions
iii. Results
iv. Conclusions
III. Recommendations and Projected Outcome
a. Brand Awareness
i. Advertising in Schools
1. Promoting Contests
2. School Websites
3. ROVR Club
ii. Driver Educations Programs
1. Instructor Promoting
2. Introduce as Part of the Program
iii. Social Media
1. Competitive Groups
2. ROVR Website
iv. Publicity
1. Press releases
2. Interviews
IV. Implementation
a. Advertising in Schools

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i. Sponsor Driver Safety Weeks
ii. Speaker on Back-to-School Night
b. Distribute ROVRs to Driving Instructors
i. Loan ROVRs to companies for instructors to try and recommend to
parents
ii. Place brochures in the buildings
c. Social Media
i. Sponsor ROVR groups on Facebook
ii. Create a Competitive Website
d. Press Releases
i. Send weekly press releases on successes of ROVR with teens
ii. Keep the media informed of any contests or activities
iii. Conduct interviews with local news stations and newspapers
VII. Appendix
In addition to the ROVR, Cartasite has other beneficial products/features that bring
safety to teenage drivers.
•GlobalTag- GlobalTag is a GPS (Global Positioning System) that can locate a
GlobalTag equipped vehicle anywhere in the world. GlobalTag can be placed on any
piece of equipment to monitor the functionality or location anywhere in the world.
•CellSAFE- cellSAFE is a feature within the ROVR that blocks the use of cellphones
when a vehicle is in motion. Teenagers have a dangerous habit of talking and texting on a
phone while driving, and this feature will reduce many accidents and will save many
lives by eliminating many distractions.
•SPOT- SPOT is a GPS device, used by corporations, that has no dead spots and works
as an S.O.S device and a tracker. Any user can request help or send out an S.O.S, and all
recipients and emergency dispatchers will receive the message for appropriate action. The
S.O.S. feature will call in all types of aide from the National Guard to the police of fire
department, and they will spend up to $250,000 to find and rescue the user. Users can

28. 27
check in, update progress, and share your location to a recipient of your choice.
• Cartasite released a press release regarding our study and our Marketing Project
Denver, Colorado (December 13, 2012) – While most students are finishing up finals
and looking forward to the holiday vacation, a handful of juniors at Cherry Creek High
School are working hard to complete a six-week research project measuring and profiling
each others’ driving habits. By leveraging innovative technology from a local company,
Cartasite, their goal is to see if they can influence young drivers to be safer behind the
wheel.
Students enrolled in Cherry Creek’s DECA program are experimenting with a driver
safety system called ROVR® that has been deployed in commercial fleets worldwide.
DECA is an academic competition that teaches creative marketing and entrepreneurial
skills to students around the globe. Supported by Cartasite as part of the company’s “Safe
Driver, Safe Roads” initiative, the students have installed ROVR in the cars of a number
of volunteer participants. ROVR has been recording the students’ driving habits,
including rapid acceleration, hard-breaking incidents and speeding, for the past several
weeks. “The Safe Driver, Safe Roads campaign will provide an innovative way to help
keep our teen drivers safe through education and incentives,” says Governor
Hickenlooper.
“The ROVR scorecards have proven remarkably effective in reducing MVI rates on
some of the largest commercial fleets worldwide. Drivers actually compete for the
highest score and earn rewards for driving safely” noted David Armitage, CEO of
Cartasite.
Keaton Skudneski, a Cherry Creek Junior and leader of the DECA team that has
deployed the ROVR, commented, “We thought we might be able to use the same
approach with teen drivers that Cartasite has taken with commercial fleets. Our hope is
that we can get kids to drive more safely by providing them with feedback about their
driving. Cartasite not only gave us the ROVRs to use for this project, they also funded a
“Safe Driver, Safe Roads” reward program.”
Keaton went on to note, “The program still has a few weeks to go, but the results confirm
that young drivers can and will adjust their behavior behind the wheel. We have been
working closely with Cartasite to tailor the ROVR Scorecard to the teen audience. Kids
are motivated to drive safer because it is fun to compete with their peers and they like the
rewards program which provides participants with free gas money.”
Inspired by the initial results, Cartasite is now considering broadening this program to
include more high schools across the state. According to the Center for Disease Control,
vehicle crashes are the leading cause of death for 16-19 year olds. “We are confident we
can lower this tragic statistic by scoring driver behavior and creating an environment of
constructive competition between teens,” explains David Armitage, chief executive
officer for Denver-based Cartasite, developer of the ROVR system. “This approach has
proven very successful for commercial fleets. With the help of the DECA team at Cherry

29. 28
Creek High School we are hoping to bring the system to young drivers.”
• The Denver Post posted an article over our Creative Marketing Project in YourHub
I. Cherry Creek High School students test device that monitors
driving
A group of Cherry Creek High School students may determine the development of a commercial
product meant to help people drive more safely.
The company Cartasite, based out of Denver, originally developed devices to track vehicles for oil
and gas companies. After feedback from the industry, the company began making ROVR devices
that would monitor driving behavior to reduce the number of crashes. Then CEO David Armitage
met with then-Denver Mayor John Hickenlooper and got the idea to track Denver’s fleet for a
study and ultimately found the devices increased fuel economy efficiency by 14 or 15 percent.
This year Armitage heard DECA students at Cherry Creek High School were interested in a
device like ROVR to see if they could improve teen driving.
“What could be a greater legacy than for us to reduce the crash rate among teenagers, and it’s
among the most risky thing they face is to get behind a car,” Armitage said. “It’s a very sobering
moment for us parents so the idea that kids would want to work on a program to help keep kids
safe, that’s brilliant.”
Armitage’s stepson, Keaton Skudneski, who’s 17 and a junior at Cherry Creek High School, is
leading this DECA test group. He said he installed a ROVR device in his car two years ago and
has seen a marked improvement in his driving, which is shown in the form of a scorecard every
week.
The study was conducted over six weeks that ended last week. Skudneski implemented some
incentives for the other three drivers in the study that he had set up with his parents. For
example, if the teens got 90 or above on the scorecard, they would get $10, and they’d get $20 if
they were 95 or above. He said one student made $86 during the six weeks.
“I can see my friends improving their driving and how they’re keeping the road safer, and if they’re
driving safer they’re not creating an unsafe driving environment for my friends without the rover,”
Skudneski said.
The device is about the size of a half a deck of cards that plugs into the car’s on-board
diagnostics port and monitors minor accelerations, hard braking and other driving behaviors that
cause poor fuel economy and can lead to accidents.
The device streams up to 40 transactions per second over a cellular network and then to a data
center.

30. 29
The overall goal of the DECA project, Skudneski said, was to find out how Cartasite could bring
this device into the consumer market. Armitage said a consumer product could sell for as low as
$100 a device and $15 a month for the monitoring service.
• A ROVR Scorecard

31. 30
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