Watch for Dawgs PR Campaign

2020 PUBLIC RELATIONS CAMPAIGN
Will SalterAshlyn Kloda
Bethany Washington
Caroline Eith
Hailee Miller
Jessica Brannigan
Kate Brooks
Lauren Willis
Neil Thomas
Rebekah Raudebaugh
ADPR 5950
Public Relations Campaigns

TABLE OF CONTENTS
SITUATIONAL ANALYSIS
MASTER LIST OF GOALS, OBJECTIVES AND TACTICS
MASTER TACTIC
GOAL ONE
OBJECTIVE ONE
TACTIC ONE
TACTIC TWO
TACTIC THREE
OBJECTIVE TWO
TACTIC ONE
TACTIC TWO
TACTIC THREE
TACTIC FOUR
TACTIC FIVE
TACTIC SIX
OBJECTIVE THREE
TACTIC ONE
TACTIC TWO
TACTIC THREE
TACTIC FOUR
TACTIC FIVE
OBJECTIVE FOUR
TACTIC ONE
TACTIC TWO
GOAL TWO
OBJECTIVE ONE
TACTIC ONE
TACTIC TWO
OBJECTIVE TWO
TACTIC ONE
TACTIC TWO
OBJECTIVE THREE
TACTIC ONE
TACTIC TWO
TACTIC THREE
TACTIC FOUR
5
11
13
23
27
27
29
31
33
33
35
39
41
45
55
57
57
59
63
67
75
77
77
83
91
95
95
97
103
103
113
119
119
127
131
133
OBJECTIVE FOUR
TACTIC ONE
TACTIC TWO
TACTIC THREE
OBJECTIVE FIVE
TACTIC ONE
TACTIC TWO
TACTIC THREE
TACTIC FOUR
TACTIC FIVE
TACTIC SIX
GOAL THREE
OBJECTIVE ONE
TACTIC ONE
TACTIC TWO
TACTIC THREE
TACTIC FOUR
TACTIC FIVE
TACTIC SIX
STRONGLY SUGGESTED TACTIC
OBJECTIVE TWO
TACTIC ONE
TACTIC TWO
TACTIC THREE
OBJECTIVE THREE
TACTIC ONE
TACTIC TWO
TACTIC THREE
OBJECTIVE FOUR
TACTIC ONE
TACTIC TWO
EVALUATION
BUDGET
GANTT CHART
RESEARCH APPENDIX
DELIVERABLES APPENDIX
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147
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153
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169
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185
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295
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293

SITUATIONAL ANALYSIS
About
Auxiliary Services is a department at the University of Georgia serving as a unit under Finance and
Administration. Auxiliary Services provides services for five departments including: Transportation
& Parking Services, the UGA Bookstore, UGA Dining Services, the UGA Golf Course and Vending
Services. Because this department focuses on a wide variety of services, they employ 30 full time
staff members. Each individual is equipped with the knowledge and ability needed to create a
better, safer and more technologically advanced campus.
History
The University of Georgia was founded in 1785, graduating its first class in 1804. Around 1872
UGA received federal funds to create several colleges and schools with their own auxiliary
services. Currently, the Auxiliary Services department has a marketing team. In 2016, this team
saw a lack of transportation safety awareness on campus. They noticed buses, pedestrians,
cyclists and vehicles dangerously maneuvering around campus. Because of this, Watch for Dawgs
was created.
Watch for Dawgs is a transportation safety initiative that contains a brand, a logo and a mission.
Watch for Dawgs raises awareness of transportation safety on campus via their website and events
throughout the academic year which include the Jingle Bell Fun Run, the Faculty and Staff Run,
Operation Safe Drive, the Health Center Welcome Event and the Residence Hall information
sessions. Most prominently, Watch for Dawgs participates in a yearly event in September called
Bike and Pedestrian Safety Day put on by Auxiliary Services. At this event, the organization gives
out bright yellow t-shirts promoting the initiative, safety pamphlets that teach vehicle drivers how
to interact with cyclists and host activities to reward safe behavior. Surrounding the Watch for
Dawgs table are their partners who provide information on their organizations and initiatives.
Athens Running Company, UGA Police Department, UGA Health Center, Bike Athens, Firefly
Athens, UGA Traffic Safety Research, Office of Sustainability and Office of Emergency
Preparedness partner with Auxiliary Services in hopes of increasing transportation safety on
campus. Auxiliary Services has increased its partners each year inviting more people to join Bike
and Pedestrian Safety Day.
Publics
The University of Georgia has a large, diverse group of individuals that step foot on campus every
day. From students to visitors, there were 5,800,000 trips taken by bus in 2018 alone. With that
many students, faculty, staff and visitors traveling on campus, it’s obvious that the need for bike,
bus, pedestrian and motorist safety is crucial to the university as a whole.
As part of the Watch for Dawgs initiative, there is one primary public, four secondary publics
and one tertiary public that are incorporated into the overall goals, objectives and tactics. These
publics have been selected based on size, mobility of the group on campus and involvement with
campus transportation safety.
5

Primary Public
Students. The student population is the primary public because they are the largest group
of people that are on campus as well as the most mobile group on campus. These students
use a variety of forms of transportation and go to different destinations on campus within a
single day. The overall enrollment of students in the fall of 2018 was 38,652. In that group,
5,210 were first year, 7,095 were second year, 7,943 were third year, 9,260 were fourth year
and 103 were unclassified. There was a total of 29,611 undergraduate students and 9,041
graduate students. These numbers do include UGA’s satellite campuses, so there is not a
specific number for the amount of students on the Athens campus at any given time.
Out of 491 UGA students surveyed, 45% get around on campus via walking, 32% busses
and 21% cars. Aditionally, on a scale of 0-5 with 0 being “I do not think about it” and 5
being “it is always on my mind,” UGA students had a mean of 4.72 in terms of how they view
transportation safety on campus. They also gave themselves a transportation safety practice
mean of 3.26.
It is also worth noting that 90% of surveyed students have never heard of “Watch for Dawgs”
and out of the 10% that have, 93% of them have never participated in any event sponsored by
them.
Secondary Publics
Faculty. Size, mobility and the role a group plays in campus transportation safety are three
important factors to consider when choosing the secondary publics.
The overall workforce at the University of Georgia has 10,741 people as of fall 2017. This
number includes a variety of individuals ranging from faculty, administration, mechanical
and technical positions. Out of the total workforce, there are 3,045 faculty members at the
university. Faculty members are an important part of our research because they are a mobile
group on campus. They typically commute to campus and then travel around campus to get
from class to class. Knowing this, it is important for the initiative to cater to faculty members.
The number of completed surveys by faculty was insufficient for research purposes.
Staff. There are 7,696 staff members at the University of Georgia. Although they make up a
large portion of people on campus, they are not typically the most mobile group on campus,
making them a secondary public. Staff members tend to stay within their own area on campus
throughout the day, but they still make up a large portion of motorists on campus.
Out of 149 UGA staff members surveyed, 86% of them get to campus via car. Not surprisingly,
a combined 63% of them consider pedestrians and bikes to be the main area in which safety
needs improvement on campus. Aditionally, on a scale of 0-5 with 0 being “I do not think
about it” and 5 being “it is always on my mind,” UGA staff gave themselves a mean of 4.17
and staff in general a 3.81. When asked how much students think about it, they gave students
a mean of 1.57. It is worth noting that 85% of surveyed staff have never heard of “Watch for
Dawgs” and out of the 15% that have, 95% of them have never participated in any events.
6

Bus Drivers. The Transportation and Parking Services employs approximately 34, 12-month
drivers, 26, 9-month drivers and an additional 90 student drivers. Bus drivers experience a
lot of the close-call safety moments ﬁrst hand, which is why their opinions shed light on an
accurate depiction of the university population’s safety habits. Below is the data gathered
regarding the most dangerous, yet the most common transportation safety habits witnessed by
UGA drivers:
• Pedestrians often not looking both ways when crossing the street
• Pedestrians crossing in areas that are not crosswalks or crossing when they don’t have
the walk sign
• Pedestrians distracted by music, texting and phone calls
• Cars going the wrong way down Sanford Dr.
• Cars passing busses illegally
• Bikes going from the sidewalk and back to the road
• Pedestrians not standing behind the blue line at bus stops and making it difficult for
drivers to get curb distance
• Cars sitting in intersections waiting to make left turns, blocking buses from turning or
getting around them
• Cars stopping in the middle of traffic to let out pedestrians
• Cyclists, skateboarders and mopeds not using the proper lanes, jumping on sidewalks
or squeezing in between vehicles to get around traffic
• Cars turning left out of the Rutherford lot when it is right turn only
• Pedestrians crossing in between two stopped busses
• Cars illegally passing busses at the Memorial Hall bus stop
• Cars in the Tate area during high congestion and pedestrians crossing without looking
• Cars failing to stop at stop signs or speeding
• Pedestrians using the crosswalks but failing to give bus drivers time to yield at the
Ramsey loop
• Cars passing buses on a double yellow line nearly causing head on collisions or
pedestrian impact from where they were crossing in front of the bus and didn’t see the
vehicle passing the bus
• Pedestrians waiting at bus stops that stand directly in the bus stop
Organizations. Organizations play an important role in advocating for transportation safety on
campus and partnering with Auxiliary Services. There are more than 700 registered student
organizations at the University of Georgia. From the Cycling Club to the Residence Hall
Association, there is a lot of potential for partnerships with student organizations.
Aside from student organizations, there are university departments and local organizations
who also strive to promote and implement transportation safety across campus who have
partnered with Auxiliary Services before. Local Athens organizations such as Bike Athens have
been advocates for bike and pedestrian safety and have participated in Bike and Pedestrian
Safety Day in years past. Other university departments that have also tried to increase
awareness and promote transportation safety throughout campus are the Health Center, the
Office of Sustainability and the University of Georgia Police Department to name a few. There
is a lot of potential growth when organizations come together for a certain goal.
7

Tertiary Public
Visitors. It is estimated that 51,000 people came to the Visitors Center in 2018. The Athens
population usually doubles on UGA football game days. Visitors are typically not familiar with
how college campuses operate and this can jeopardize transportation safety.
SWOT Analysis
In order to appropriately plan and strategize a campus wide initiative for UGA Auxiliary Services,
we first need to evaluate the organization’s current strengths, weaknesses, opportunities and
threats.
Strengths
Oversees many valuable units on campus.
UGA Auxiliary Services is made up of five sub-units: The UGA bookstore, Dining Services,
Transportation and Parking, Vending Services and the Golf Course. With these services, there
are plenty of ways to make students, faculty and staff more aware of transportation safety.
While direct control over transportation will allow them to advertise in campus vehicles, the
other subunits offer other benefits. The most advantageous of these seems to be the ability to
give out promotional materials at events and functions via items from the bookstore and credit
at campus dining services, which includes the Chick-Fil-A, Barberitos, Panda Express and
other eateries in Tate.
Direct promotional access.
With Auxiliary Services being integrated in nearly every area of campus, they have the ability to
reach a wide audience. In 2018 alone, 3.2 million meals were served via the dining commons,
33,066 rounds of golf were held and 5.8 million passenger trips took place on UGA busses.
That is nearly 10 million people that could have been exposed to this initiative.
Budget.
Because Auxiliary Services is a UGA entity, they have access to a budget that is not as
limited as some other organizations. A large, flexible budget will be useful because many
transportation safety inistiatives will require a significant amount of money to successfully
implement strategies that the UGA community will put into practice.
Weaknesses
Social media and online activity are practically nonexistent across all platforms.
There is not currently a Twitter, Instagram of Facebook account associated with either UGA
Auxiliary Services of Watch for Dawgs. This is a huge disadvantage as this should be the
primary means of interacting and communicating with the primary target audience, students.
A social media presence will allow Watch for Dawgs to remind students, faculty and staff about
transportation safety practices on a daily basis. It will also allow them to communicate when
and where their events will be taking place rather than the UGA master calendar, which can be
confusing to navigate and might be inaccurate.
8

Disconnect amongst current transportation safety “partners.”
There seems to be a lack of communication between UGA Auxiliary Services and their
partners. Both Fireﬂy Trail and UGA Health Services reported that they did not know what
Watch for Dawgs was, despite Auxiliary Services listing them as partners in it. This disconnect
between an organization and its partners leaves too much room for assumptions and
miscommunication. Along with that, the disconnect means that the partners could either be
running their own campaigns or partnering with other organizations on similar campaigns and
thus undermining the original. Working together will allow for stronger and more seamless
messaging to all targeted publics.
Shortage of staff in comparison to the work that needs to be done.
In order to promote a campus-wide initiative geared toward transportation safety, you need
people to commit full time to help it grow. UGA Auxiliary Services is currently lacking in this
regard, having no one to directly and solely work on the initiative, promotion of it or managing
its partnerships and social media.
Opportunities
Transportation safety is a universal “good cause.”
In general, most people will be willing to get behind an initiative geared towards transportation
safety, as it is a universal “good cause.” Everyone either drives, walks, cycles or busses to
campus meaning that most of the target publics are directly affected by transportation safety.
The audience is already here; they just need a direction.
New and innovative technologies that already exist.
UGA Auxiliary Services has already launched a new app that informs students, faculty and
staff about the amount of parking spaces left in Tate Deck. The bus routes have been updated
as well, and can be viewed in the MyUGA mobile app. In addition, there is a new UGA campus
safety app called LiveSafe that helps those on campus get to where they need to go in a safe
manner. There is a huge opportunity here to update the app to allow for safe transportation
tips and alerts to be sent out.
Events and functions for transportation safety awareness are already in place.
UGA Auxiliary Services already has events in place throughout the year that highlight
transportation safety. Bike and Pedestrian Safety Day, Operation Safe Drive and the Jingle Bell
Fun Run are already in the calendar with years of practice under them. However, there is an
opportunity to make these events bigger and have more of an impact on the students, faculty
and staff on campus.
UGA and Athens have many organizations already involved with transportation safety.
The primary focus of this initiative is campus transportation safety, which provides UGA
Auxiliary Services with the opportunity to partner with other university departments and local
companies who are focused on the same topics. The UGA Health Center, Police Department
and the Office of Sustainability all have a focus on transportation safety and have a vast
amount of resources to enforce and promote this initiative. In addition, local organizations
such as Bike Athens, Fireﬂy Trail and Athens Running Company all deal with transportation
safety via cyclists and runners respectively, making them ideal partners as well.
9

Threats
Similar campaigns already in place by other UGA departments.
While UGA Auxiliary Services already has the “Watch for Dawgs” initiative in place, there
are other similar transportation safety initiatives launched around campus. The UGA Police
Department just announced their own campaign called “Heads up Bulldogs” aimed at getting
pedestrians to put down their phones while crossing the streets. In addition, the UGA Office
of Sustainability plans to bring 100 electric bikes to campus through their Bulldog Bike Share
program. With competing programs in play, Auxiliary Services must be able to either partner
with or get ahead of these other initiatives to maintain attention.
Other larger campus organizations and initiatives.
While safety is a priority for most, there are many larger and more prominent groups and
initiatives that students have as higher priorities on campus. Groups such as Heroes, Miracle,
Greek Life and SGA regularly attract large numbers of the student body to participate in their
efforts. Dance Marathon, Greek Grind and SGA elections are repeatedly the biggest events
on campus. Students are directly exposed to these organizations during campus tours and
orientation, making them a part of their campus culture. In order for students speciﬁcally
to get involved with transportation safety on campus, UGA Auxiliary Services will need to
prioritize creating new events and initiatives that will reach and resonate with students,
especially within their ﬁrst few months of being on campus.
Conclusion
Through Watch for Dawgs, UGA’s Auxiliary Services wants to increase safety awareness and
personal safety practices on the UGA campus. To do so, Auxiliary Services needs to strengthen the
Watch for Dawgs initiative and raise awareness of pedestrian, cycling and motorist transportation
safety among students, faculty and staff.
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GOALS, OBJECTIVES AND TACTICS
GOAL ONE: Rebrand Watch for Dawgs
Objective 1: Create branding elements by February 2020
Tactic 1: Create brand style guide
Tactic 2: Update logo
Tactic 3: Create taglines for pedestrians, motorists and cyclists
Objective 2: Create online presence by summer 2020
Tactic 1: Create Watch for Dawgs email
Tactic 2: Create Watch for Dawgs Facebook page
Tactic 3: Create Watch for Dawgs Instagram account
Tactic 4: Create Watch for Dawgs Twitter account
Tactic 5: Create Watch for Dawgs website
Tactic 6: Create a “Transportation Safety” section on the My UGA mobile app
Objective 3: Create new promotional and informational merchandise by August 2020
Tactic 1: Create t-shirts
Tactic 2: Create stickers and water bottles
Tactic 3: Create a safety presentation for educational purposes
Tactic 4: Create informational handouts
Tactic 5: Create Watch for Dawgs retractable banner
Objective 4: Rebrand and revamp current events by August 2020
Tactic 1: Rebrand and revamp Operation Safe Drive
Tactic 2: Revamp Bike and Pedestrian Safety Day
GOAL TWO: Strengthen Watch for Dawgs
Objective 1: Implement at least two internal communication initiatives by May 2021
Tactic 1: Conduct an annual meeting with internal members
Tactic 2: Conduct an annual meeting with all partners
Objective 2: Increase awareness of Watch for Dawgs among the UGA community by 20% by
May 2021
Tactic 1: Create a video of Hairy Dawg
Tactic 2: Implement a social media campaign on Instagram
Objective 3: Increase student engagement with Watch for Dawgs events and initiatives by
20% by May 2021
Tactic 1: Create student Watch for Dawgs Ambassador Program
Tactic 2: Make a pledge to not text and walk
Tactic 3: Partner with campus food services
Tactic 4: Yearly giveaway for grand prize
Objective 4: Establish Watch for Dawgs presence in at least three Athens events per year by
May 2021
Tactic 1: Participate in UGA Dance Marathon
Tactic 2: Partner with Athens Twilight
Tactic 3: Sponsor AthHalf
11

Objective 5: Partner with at least two UGA entities by May 2021
Tactic 1: Partner with UGA Police Department
Tactic 2: Partner with UGA Marketing and Communications
Tactic 3: Reach out to the new bike club
Tactic 4: Reach out to UGA Cycling Club
Tactic 5: Speak at Greek Life chapter meetings
Tactic 6: Partner with Student Government Association
GOAL THREE: Raise Awareness of Pedestrian, Cycling and Motorist Transportation Safety Among All
Publics
Objective 1: Increase awareness of safety issues among UGA students by 20% by May 2021
Tactic 1: Host a campus-wide event for student involvement once a year
Tactic 2: Create video series of Hairy Dawg
Tactic 3: Table at every freshman orientation session
Tactic 4: Host a Watch for Dawgs event at each first-year dorm
Tactic 5: Create a Watch for Dawgs transportation safety presentation for faculty to show in
class during the first week of school
Tactic 6: Host a UGA Police “Gotcha Day” on campus
Strongly Suggested Tactic: Create a mandatory Transportation Safety Education course for
first-year and transfer students
Objective 2: Increase awareness of safety issues among UGA faculty by 20% by May 2021
Tactic 2: Send postcards to UGA faculty
Objective 3: Increase awareness of safety issues among UGA staff by 20% by May 2021
Tactic 2: Send postcards to UGA staff
Objective 4: Increase exposure of safety issues among UGA visitors by 20% by May 2021
Tactic 1: Distribute Watch for Dawgs fliers to UGA’s Visitors Center
Tactic 2: Equip UGA Tour Guides with an introduction to Watch for Dawgs to give on tours
12

MASTER TACTIC
HIRE TWO STUDENT INTERNS

Master Tactic
Master Tactic
Hire two student interns
Timeline
March 1 - April 30, 2020
Estimated Cost
$6,000
Purpose
Student interns would beneﬁt the Auxiliary Services team because they will be able to allocate
more time to the Watch for Dawgs initiative. The Auxiliary Services team should hire two interns,
a communications intern and a special events intern. This will allow the Watch for Dawgs initiative
to receive the attention it needs without adding more work onto the Auxiliary Services marketing
team.
The Communications Intern will manage all Watch for Dawgs social media accounts and maintain
communication with Watch for Dawgs partners. The Special Events Intern will assist in planning,
advertising and executing all Watch for Dawgs events.
The interns will be supervised by Allison Brannen or the current Marketing and Communications
Manager. This student internship will offer a stipend of $1,500 per semester for each intern. This
will be a yearly internship, available from August to May, with the opportunity to renew if approved
by the UGA Auxiliary Services marketing team.
15

Master Tactic
Hire Two Student Interns
Internship Application Period
The application period will run from March 1 - 31, 2020.
After the application closes, Allison Brannen will review the submitted resumes and cover
letters and pick the top three to five applicants for interviews. She should decide and notify the
applicants chosen for interviews within a week of applications closing (by April 6) in order to
schedule an interview.
Interviews should be scheduled for the weeks of April 6 and April 13. Interviews should be
conducted by Allison Brannen, Brett Jackson and one other member of the Auxiliary Services
marketing team.
After all the interviews are held, the three Auxiliary Services employees should meet and discuss
the interviewed candidates and decide who will be hired. The interns should ideally be hired by
April 30, 2020 so they can start in August 2020.
What to Include in the Internship Posting
This intership posting will be housed on the Watch for Dawgs website, and all other job postings
will link back to the website.
Explanation
We are currently seeking two motivated students from the University of Georgia to intern for the
Auxiliary Services marketing team. We are filling the positions for both a communications intern
and a special events intern. This opportunity offers a $1,500 stipend per semester for each intern.
The internship requires at least 10 hours per week and is flexible with students’ schedules.
Job Description
Overall, the interns will assist the UGA Auxiliary Services marketing team with the Watch for
Dawgs transportation safety initiative. The Communications Intern will manage all Watch for
Dawgs social media accounts and maintain communication with Watch for Dawgs partners. The
Special Events Intern will assist in planning, advertising and executing all Watch for Dawgs events.
Qualifications
• Junior or Senior at UGA
• 3.0 GPA or higher
• Currently enrolled in a public relations, journalism, advertising, marketing, communications
or other related undergraduate program
• Experience with various social media platforms including Facebook, Instagram and Twitter
• Possesses event planning skills such as organization, detail-oriented, problem solving and
teamwork
• Strong interpersonal skills and writing skills
• Must be able to dedicate a minimum of 10 hours per week to the internship
16

About Watch for Dawgs
Watch for Dawgs is a transportation safety initiative that was implemented by Auxiliary Services in
2016. It began because of safety concerns seen or heard on the University of Georgia’s campus.
The overall goal of this initiative is to increase awareness and implementation of transportation
safety practices throughout UGA’s campus.
About Auxiliary Services
Auxiliary Services is a department at the University of Georgia serving as a unit under Finance and
Administration. Auxiliary Services oversees five departments including: Transportation & Parking
Services, the UGA Bookstore, UGA Dining Services, the UGA Golf Course and Vending Services.
Call to Action
If interested in applying, please fill out the application below.
[Insert application link]
What to Include in the Application
• Name
• Email
• Year in school
• Major
• Why do you want to be a Watch for Dawgs intern?
• What are some skills you have that would be helpful to you throughout your internship?
• Provide an example of a Facebook post that you would write for an upcoming Watch for
Dawgs event, Operation Safe Drive. Feel free to explain what type of pictures, emojis, tags
or links you would use, if any.
• Provide an example of an informational safety post you would write for the Watch for Dawgs
Instagram account. Feel free to explain what type of pictures, emojis, tags or links you
would use, if any.
• Provide an example of an informational safety Tweet you would write for the Watch for
Dawgs Twitter account. Feel free to explain what type of pictures, emojis, tags or links you
would use, if any.
• Check box to consent to a background check.
• Upload Resume
• Upload Cover Letter detailing your qualifications as well as your committment to
transportation safety.
17

Where to Post the Job Listings
Watch for Dawgs website
The Watch for Dawgs website will be the primary location for the application. It should include the
explanation, job description, qualiﬁcations, about sections and the call to action listed above. The
application will be posted on the Watch for Dawgs website under the “Get Involved” tab (See Goal
1, Objective 2, Tactic 5.)
All other job postings will include a link redirecting them to the Watch for Dawgs website.
UGA Handshake
UGA Handshake is a free online job board exclusively for UGA students and alumni.
Job descriptions and application instructions can be posted once registered. To register as an
employer, follow the steps below:
1. Go to www.hireuga.com. Select the “First Time Users” button. This will redirect to UGA
Handshake.
2. Select the blue link that states “Are you an employer? Create an account here.”
3. Enter Auxiliary Services information and click “Sign Up.”
4. Write job description
5. Insert link to Watch for Dawgs website
UGA Auxiliary Services website
• The internship job posting should also be added to the Auxiliary Services website on the
“Student Employment” page.
• A new job listing should be added to the top of the page above the “UGA Bookstore” job
listing.
• The listing should be posted as “Auxiliary Services Internships.”
• The listing will have a short internship summary that says the following:
“Auxiliary Services is hiring two interns to help manage the Watch for Dawgs
transportation safety initiative! The Communications Intern will manage all Watch for
Dawgs social media accounts and maintain communication with Watch for Dawgs
partners. The Special Events Intern will assist in planning, advertising and executing all
Watch for Dawgs events. Click on the link below to become part of the Watch for Dawgs
team!”
• Below this summary should be a link to the Watch for Dawgs website.
18

Watch for Dawgs social media
The Watch for Dawgs social media pages, including Facebook, Instagram and Twitter should also
promote the available internships.
Image
A “looking for an intern” graphic with the Watch for Dawgs logo and the Auxiliary Services logo.
Caption
“Want to get more involved with our transportation safety initiative AND get paid? Apply for
our internships here: [insert link to Watch for Dawgs website]”
Grady College of Journalism and Mass Communication emails
Grady College students and recent alumni receive a weekly “Grady Jobs and Internships” email
newsletter through the Grady Job Leads listserv.
Email Samantha Meyer at sam610@uga.edu to include the Auxiliary Services Internship Posting in
this newsletter. Simply link to the job posting on the Watch for Dawgs website.
Sample Email:
To: sam610@uga.edu
Subject: Internship Opportunity
“Good afternoon,
Would you mind sharing this internship opportunity to the Grady students through your next
Grady Jobs and Internships newsletter? [insert link]
Please let me know if you have any questions.
Best,
[insert name]
[insert title]”
19

Public Relations Student Society of America
Public Relations Student Society of America Drewery Chapter, or PRSSA, is a great resource for
reaching Public Relations students. The Drewery Chapter at UGA is the largest PRSSA Chapter in
the world and will expose this intership to a large group of qualiﬁed candidates.
Email prssadrewrychapter@gmail.com to share this internship opportunity with this organizations
members. Simply link to the job posting on the Watch for Dawgs website.
Sample Email
To: prssadrewrychapter@gmail.com
Subject: Internship Opportunity
“Good afternoon,
Would you mind sharing this internship opportunity with the members of PRSSA?
[insert link]
Please let me know if you have any questions.
Best,
[insert name]
[insert title]”
Internship Interview Guide
The following questions are provided as a sample set of questions to ask applicants during their
interview:
1. Tell me about yourself.
2. Why do you want to be a Watch for Dawgs Intern?
3. Which internship do you prefer and why?
4. What are some skills you have that would help you in this internship?
5. Tell me about a time you went above and beyond what was asked of you.
6. What experience do you have with various social media platforms?
7. How familiar are you with traffic safety laws?
8. Are you involved with any other campus organizations, internships or ambassador
programs?
9. How would you be able to ﬁt your internship duties into your schedule?
10. Do you have any questions for us?
20

Job Responsibilities: Communications Intern
Social Media
The Communications Intern will run all Watch for Dawgs social media accounts including
Facebook, Twitter and Instagram. They will keep the social media up to date with posts
about events, safety tips and any other content as deemed necessary by the Auxiliary
Services marketing team. They will also follow the social media campaign (See Goal 2,
Objective 2, Tactic 2) and update the social media calendar as needed.
Partner Communication
The Communications Intern will keep communication with all Watch for Dawgs partners and
assist them with questions they may have regarding event participation, giveaways, etc.
Events
The Communications Intern should attend Watch for Dawgs events and promote them on
social media. They will also assist the Auxiliary Services marketing team and the special
events intern if needed.
Special Events Intern Job Responsibilities
Events
The Special Events Intern will help with set up and breakdown for any events that Watch
for Dawgs is present at. The intern will help gather all materials, promotional merchandise,
tables, etc. before and after the events.
Advertising
The Special Events Intern will be in charge of putting out advertisements for all Watch
for Dawgs events. This could include, but is not limited to, digital ads, hanging ﬂyers,
communicating with various news outlets and coordinating speakers to various groups.
They will also assist the Auxiliary Services marketing team and the communications intern if
needed.
21

GOAL ONE
REBRAND WATCH FOR DAWGS

GOAL ONE
Rebrand Watch for Dawgs
Objective 1: Create branding elements by February 2020
Tactic 1: Create brand style guide
Tactic 2: Update logo
Tactic 3: Create taglines for pedestrians, motorists and cyclists
Objective 2: Create online presence by summer 2020
Tactic 1: Create Watch for Dawgs email
Tactic 2: Create Watch for Dawgs Facebook page
Tactic 3: Create Watch for Dawgs Instagram account
Tactic 4: Create Watch for Dawgs Twitter account
Tactic 5: Create Watch for Dawgs website
Tactic 6: Create a “Transportation Safety” section on MyUGA mobile app
Objective 3: Create new promotional and informational merchandise by August 2020
Tactic 1: Create t-shirts
Tactic 2: Create stickers and water bottles
Tactic 3: Create a safety presentation for educational purposes
Tactic 4: Create informational handouts
Tactic 5: Create Watch for Dawgs retractable banner
Objective 4: Rebrand and revamp current events by August 2020
Tactic 1: Rebrand and revamp Operation Safe Drive
Tactic 2: Revamp Bike and Pedestrian Safety Day
25

Goal 1 | Objective 1 | Tactic 1
Goal 1
Objective 1
Create branding elements by February 2020
Tactic 1
Create brand style guide
Timeline
January 6-17, 2020
Estimated Cost
$0
Purpose
A brand style guide is the best way to define the different elements of a brand. A typical brand
style guide will include every aspect of a brand to make it clear how the brand should be portrayed
and represented. With Watch for Dawgs, this is extremely important because the brand needs to
be defined before it can be promoted and elevated. Additionally, because Watch for Dawgs is a
UGA initiative, a brand style guide will be helpful in defining their own personal brand, while still
maintaining UGA’s brand. The brand style guide is what Watch for Dawgs will refer to when mak-
ing any and all promotional materials. Finally, Watch for Dawgs can give this brand style guide to
any and all vendors or partners so that everything they want to portray is clear – from colors and
fonts to voice and taglines.
27

Create Brand Style Guide
How to Create a Brand Style Guide
Choose formatting for brand style guide
Many companies choose a landscape format for the sake of presentation, but portrait could work
better as a handout for vendors or partners.
Create brand narrative
A brand narrative is why you do what you do or why your brand exists. UGA’s brand
narrative discusses commitment and heart, so when writing a brand narrative for Watch for
Dawgs, it would be smart to refer to UGA’s narrative while also making sure that this narrative
focuses on transportation safety.
Explain the brand name
This is where you explain why the name Watch for Dawgs was chosen. It would also be good to
address other entities with similar names and how to differentiate from those. (Ex: WatchDawgs at
the Health Center)
Explain the logo and its uses
When explaining the logo you must address why you chose it and what its purpose is. Then, move
into the correct usage of it. This includes the colors it can be, where it should be placed or how
much space needs to be around the logo. This is also where you can explain any extra secondary
logos you might use a well.
Colors & typography
After explaining the logo, deﬁne and explain the colors and fonts that are associated with your
brand. This includes primary and secondary colors, as well as primary and secondary fonts (serif
and sans-serif). This section must be as speciﬁc as possible. RGB, CMYK and Hex codes should
be included with colors, and typography should have primary fonts and fonts to use if the primary
fonts are not available with certain software programs.
Voice & personality
This is where you address the way you would like the writing and presentation to be portrayed.
While a lot of a brand is visual (colors, fonts, graphics, etc.), a large part of the brand is the way
the writing feels and sounds. This section is an opportunity to decide the characteristics you would
like your brand to embody and put it into words.
Taglines, headlines, graphics and photography
This section addresses the way you want to use things such as borders, banners or other graphics.
It’s also where you will put the taglines and headlines that you would like to use. Additionally, it’s
helpful to outline certain parameters for the kinds of photos you would like to use.
See deliverables appendix for full brand style guide.
28

Goal 1
Objective 1
Tactic 2
Update logo
Timeline
January 13-17, 2020
Estimated Cost
$0
Purpose
While Watch for Dawgs already has a logo, an updated one will give the brand a new sense of
identity and a fresh perspective. We changed the text to black in order to better emphasize the
Watch for Dawgs name within the logo. The new logo will also be designed in three different colors
in order to increase versatility when creating any type of promotional material. We added a yellow
logo for high visibility and a sense of caution to put on t-shirts and other promotional merchandise.
From t-shirts and stickers to social media posts and ﬂyers, there will be a logo color for every
occasion.
29

Update Logo
New logos
The red is considered to be the primary logo that will be used on the majority of promotional items.
The black is a secondary logo which can be used in times when the red cannot be seen as well or
simply to create a variety of items.
The yellow is also a secondary logo and is only used when high-visibility is desired.
30

Goal 1
Objective 1
Tactic 3
Create taglines for pedestrians, motorists and cyclists
Timeline
January 27-31, 2020
Estimated Cost
$0
Purpose
Watch for Dawgs should have taglines for each transportation public they will be addressing:
bicyclists, bus riders, motorists and pedestrians. These taglines should be used consistently on
any promotional or educational materials and whenever there’s a discussion about a speciﬁc
transportation public. These taglines are a major part of branding because they will be distinct
to Watch for Dawgs. The hope for these taglines is that they will bring people together and create
unity among students, faculty and staff.
When creating these taglines, it would be ideal to have a way to differentiate the groups while
also uniting them. One of the biggest issues with transportation safety is that each transportation
method is segregated, but if we are all spoken to as “Dawgs,” it will promote the idea that we are
all in this together and we all need to lookout for one another.
Creating taglines:
• Create Cyclist Tagline: “Bike Dawgs”
• Create Bus Tagline: “Bus Dawgs”
• Create Driver Tagline: “Drive Dawgs”
• Create Pedestrian Tagline: “Walk Dawgs”
31

Create Watch for Dawgs Email
How to Create a UGA Watch for Dawgs Email Account
A full time employee will need to submit a MyID request for a Department MyID account.
1. Go to: “myid.uga.edu.”
2. Click on the ﬁrst link under “Request a MyID.”
3. It will take you to the request page, then click on the red “Request MyID” button.
4. Fill out the information about the email request.
5. Under “Who Will Own This Account” click “Department.”
• Under “Requested MyID” type in the username you would like to have as the email.
We suggest “WatchForDawgs.”
• The “Display Name” should be identical to the username determined above.
• Fill out the rest of the form based on whoever is sending in the request.
6. Submit the request.
7. The requester should receive a conﬁrmation with the ticket request number.
8. This process should take a couple of business days. If the account has not been set up
within a few days, the requester can call the IT Help Desk or chat with a representative
online. Be sure to have the ticket request number ready when calling or chatting with the
help desk.
• IT Help Desk Phone Number: (706)542-3106
• Chat Site: https://hd.support.uga.edu/
34

Goal 1
Objective 2
Create online presence by summer 2020
Tactic 2
Create Watch for Dawgs Facebook page
Timeline
January 13-17, 2020
Estimated Cost
$0
Purpose
Having a Facebook page is a simple way to promote the Watch for Dawgs mission and purpose
while engaging with students and partners. This will also be a great way to show followers that
Watch for Dawgs is active in their efforts to communicate about transportation safety. This
Facebook page will be used primarily for communication purposes such as safety facts and
updates, as well as event invitations, details and notiﬁcations. All Facebook pages come with
excellent tools for tracking data about the posts such as reach and engagement. These tools will
be helpful in order to target the messages and create posts that followers enjoy and engage with
the most.
35

Create Watch for Dawgs Facebook Page
How to Create Watch for Dawgs Facebook Page
Allison will need to login to her personal Facebook account.
1. Once logged in, click on the “Create” button in the top right hand corner next to the
“Home” button.
2. A dropdown menu will appear.
3. Click on “Page.”
4. The next page will ask you if you want to create a page for “Business or Brand” or
“Community or Public Figure.” Create it for “Business or Brand” by clicking on the “Get
Started” button at the bottom.
5. It will then prompt you to set up the page by filling out the information.
6. Fill in the title of the page as “Watch for Dawgs.”
7. Fill out the category of the page as “College & University.”
8. Add the Watch for Dawgs logo for the profile picture.
9. Add the Watch for Dawgs icon picture for the cover photo.
10.After these steps are completed, you will be taken to the Watch for Dawgs page.
Add another admin to the page
1. Click the “Settings” tab on the top of the page.
2. Click “Page Roles” on left hand menu option.
3. Under the “Assign A New Page Role,” type in the name of the person you want to add.
4. Click on the button that says “Editor.”
5. A dropdown menu will appear with “Admin, Editor, Moderator, Advertiser, Analyst” as
options.
6. Click on “Admin” or “Editor” depending on who you are adding to the page.
7. Click “Add”
8. That person will receive a notification in Facebook saying they have been added as an
admin. Once they accept the notification, they will have access to the page.
36

Facebook webpage
Cover photo
37

Goal 1
Objective 2
Tactic 3
Create Watch for Dawgs Instagram account
Timeline
January 13-17, 2020
Estimated Cost
$0
Purpose
People often have a preference on which social media platform they enjoy using the most, which
is why it’s important to include a variety of platforms to reach your audience. The more ways
there are to connect with followers and supporters, the better. Instagram and Facebook now have
similar features when it comes to picture, video and story capabilities, but that does not mean it
is unnecessary to have both platforms. The Watch for Dawgs Instagram account will be used for
promoting the Watch for Dawgs mission, giving transportation safety updates, promoting events
and communicating with the Watch for Dawgs community.
39

Create Watch for Dawgs Instagram Account
How to Create Watch for Dawgs Instagram Account
1. Download the Instagram app onto a phone.
2. Click “Sign Up”
3. Click “Create New Account”
4. Enter the Watch for Dawgs email under the “Email” tab.
5. Enter the name as Watch for Dawgs.
6. Enter a password.
7. Click on “Continue Without Syncing Contacts.”
8. The next page will preview the username, if it doesn’t generate “WatchforDawgs” as the
username, click on “Change Username.”
9. Type in “WatchforDawgs” as the uername.
10. Click “Next”
11. Find Facebook friends to invite to follow the page. You can also skip this step.
12. Add the Watch for Dawgs logo as the profile picture.
13. Now that you’re on your new Instagram account, click the “Edit Profile” button under the
profile picture.
14. Scroll down to the “Bio” section.
15. Type in a short bio describing what Watch for Dawgs is. Note that there is a character limit
on Instagram bios.
Example: “Watch for Dawgs is the University of Georgia’s transportation safety initiative
that promotes pedestrian, cyclist and motorist safety practices.”
Mockup of Instagram account
40

Create Watch for Dawgs Twitter Account
Goal 1
Objective 2
Tactic 4
Create Watch for Dawgs Twitter account
Timeline
January 13-17, 2020
Estimate Cost
$0
Purpose
While Facebook and Instagram will be used for more general communication and informational
purposes, Twitter will be a platform that’s used to engage and interact more directly with students
and Watch for Dawgs followers. Twitter often acts as a fast-paced interactive platform which is
how we hope to use it for Watch for Dawgs. Once Watch for Dawgs becomes a more prevalent idea
in the minds of students, faculty and staff, they can use Twitter to communicate things they see on
campus. Whether it’s a positive or negative safety habit someone witnesses, they can tag Watch
for Dawgs and increase awareness of those situations. Twitter will also be used as a way to inform
followers about upcoming events by tweeting reminders and participating in live tweets.
41

Create Watch for Dawgs Twitter Account
How to Create a Watch for Dawgs Twitter Account
1. Go to “www.twitter.com.”
2. Click the “Sign Up” button.
3. Enter “WatchforDawgs” as the name.
4. Enter the Watch for Dawgs email address.
5. Enter the birthdate of the person who is creating the account.
6. The “Customize Your Experience” page will pop up, you can keep those boxes checked.
7. Click “Continue.”
8. Make sure the information is correct on the “Create Your Account” page.
9. Click “Sign Up.”
10.A verification email will be sent to the email used to create the account.
11.Enter the verification code.
12.Click “Next.”
13.Create a password for the account.
14.Upload the Watch for Dawgs logo as the profile picture.
15.Type in a description of Watch for Dawgs for the bio.
Example: “Watch for Dawgs is the University of Georgia’s transportation safety initiative
that promotes pedestrian, cyclist and motorist safety practices.”
16.Select topics in the “What Are You Interested In” section for a personalized feed
experience and suggestions for who to follow. You can also skip this step.
17.Skip the “Suggestions For You to Follow” page.
18.Twitter will take you to your new Twitter account page.
19. Click on the “Edit Profile” button.
20. Click on the Camera Icon button to upload the Twitter Watch for Dawgs cover photo.
21.In the top right corner there’s a “Search Twitter” bar. Type in people or organizations that
you wish to find and follow.
Suggestions:
• Athens Running Co (@AthensRunningCo)
• Bike Athens (@BikeAthens)
• UGA (@universityofga)
• The Red and Black (@redandblack)
• Online Athens (@onlineathens)
• UGA Student Affairs (@UGAstudent)
22.Click on the UGA Twitter account suggested above.
23.Click the “Follow” button.
24.There will be a “You Might Like” column on the right hand side of Twitter which gives
suggestions of people, groups or organizations to follow based on who you just followed,
such as the UGA account. Scroll through that list of Twitter accounts and follow accounts
that are related to UGA.
42

Mockup of Twitter Page
Phone Desktop
Twitter Cover Photo
43

Goal 1
Objective 2
Tactic 5
Create Watch for Dawgs website
Timeline
January 20 - February 21, 2020
Estimated Cost
$0
Purpose
The purpose of creating a Watch for Dawgs website is to have one cohesive place where all UGA
transportation safety information will be located. The website will include information such as
Georgia laws, general safety information, best practices and transportation safety tips. Creating
a website that is solely dedicated to sharing this information will make it easier for all students,
faculty and staff to ﬁnd what they are looking for. It will also be helpful to have a website to
promote on social media accounts, posts and general marketing efforts.
The website itself will be created by using UGA’s outsourced web designer. Because of this, the
website will have a similar look and feel as other UGA departments such as Auxiliary Services’
website.
An important aspect to understand during the creation of this website is how it will be promoted
and linked on other UGA department websites. For instance, if someone is on the Transportation
and Parking website trying to ﬁnd information about transportation safety, they are more likely to
click on a link that’s labeled as “Transportation Safety” instead of “Watch for Dawgs.” Any and all
links that are used to transfer an internet user to the new Watch for Dawgs website will need to be
labeled as “Transportation Safety” instead of “Watch for Dawgs.”
Even though the links will be labeled as “Transportation Safety,” Watch for Dawgs will still be
promoted as UGA’s Transportation Safety Initiative on the website once an internet user is on the
page. The website will include the following pages: Home, Bike Dawgs, Bus Dawgs, Drive Dawgs,
Walk Dawgs, Events and Get Involved.
45

Create Watch for Dawgs Website
Information to Include on the “Home” Page
• The words “Transportation Safety” in the top left corner so people understand what type of
website they are on.
• The Watch for Dawgs Logo.
• The words: “UGA’s Transportation Safety Initiative” beside or beneath the logo.
• A short and concise explanation of Watch for Dawgs under the logo and the “UGA’s
Transportation Safety Initiative.”
• Example: “Watch for Dawgs is the University of Georgia’s transportation safety
initiative that promotes personal safety practices and raises awareness of pedestrian,
cyclist and motorist transportation safety throughout UGA’s campus.”
• Readable tabs that say “Home, Bike Dawgs, Bus Dawgs, Drive Dawgs, Walk Dawgs, Events
and Get Involved.”
Information to Include on the “Bike Dawgs” Page
Centered at the top of the page should be the title“Bike Safety.”
Under “Bike Safety” there should be a subheader that says: “It’s the Law.”
Underneath “It’s the Law” will be a list of the most important, key bike laws in the state of Georgia
that are most relevant to biking on UGA’s campus.
Insert the following titles and information under “It’s the Law.”
Bicycles are Vehicles Too
• Drive a bike the way you would drive a car.
• Bicycles have the same rights and responsibilities on public roads as motor vehicles [§ 40-
1-1(14)] [§ 40-6-29(a)].
• Bicycles should abide by all applicable bicycle-specific laws and traffic ordinances. Stop at
stop signs, and treat traffic lights just as you would if you were in a motor vehicle.
Ride on the Road
• Sidewalk cycling is illegal for anyone over the age of 12 [§ 40-6-144].
• Do not ride on the sidewalk. Operating a bicycle on the sidewalk is dangerous for both you
and pedestrians.
Travel in the Same Direction as Traffic
• Bicycles must drive in the same direction as motor vehicle traffic even when in a
designated bike lane [§ 40-6-294(f)].
Be Visible
• You must have a front and rear bicycle light when biking at night.
• Every bicycle when in use at nighttime shall be equipped with a white front light, visible
from a distance of 300 feet, and with a red rear light visible from a distance of 300 feet
or a red rear reflector (additional lighting is permitted and highly recommended) [§ 40-6
296(a)].
• Not having these lights results in a $150 fine.
• Increase visibility by wearing white, bright colors or other high-visibility clothing.
46

Signal Your Turns and Stops
• Any stop or turn signal when required shall be given either by means of the hand and arm
or by signal lights [§ 40-6-124(a)].
[Insert bike signal graphic underneath this law]
• Left Turn Signal: left hand and arm extended horizontally.
• Right Turn Signal: right hand and arm upward or by right hand and arm horizontally
extended.
• Stop or Slow Down Signal: left hand and arm extended downward.
After the “Georgia bike laws” section, write “Remember” for the second subheader.
Insert the following titles and information under “Remember.”
Wear a Helmet
• While it’s not legally required for bicyclists over the age of 16 to wear a helmet in the state
of Georgia, they are a common sense precaution that can save lives.
Ride Predictably
• Flow with traffic as if you were a car. Signal your intentions and maintain a consistent line of
travel. Don’t weave in and out of lanes.
Ride Defensively
• Watch out and be prepared for motorists who might not see you. Even a person wearing
bright clothing can be difficult to see in certain conditions. Distracted driving is a serious
issue. Never assume that a motorist sees you!
After the “Remember” section, write “Georgia Bicycle Data” for the third subheader.
Insert the following titles and information under “Georgia Bicycle Data,” using either text or
graphics such as pie charts.
2016 Fatal Bicycle Crashes in Georgia: Summary
• Deaths by Light Condition:
• 53% Daylight
• 36% Dark, not lighted
• 7% Dark, lighted
• 4% Dusk
• Deaths by Sex
• 83% Male
• 17% Female
• Deaths by Race
• 55% White
• 21% African American
• 21% Unknown
• 3% American Indian
After the “Georgia Bicycle Data” section, write “Extra Resources.”
47

Insert the following under “Extra Resources” with hyperlinks to their websites
For more Information on Georgia bicycle laws, visit the Georgia Bikes website and be sure to
checkout the Bicyclist Pocket Guide for helpful tips and illustrations.
Learn more about bicycling on campus from the Office of Sustainability.
Learn more about the Bulldog Bike Share.
Information to Include on the “Bus Dawgs” Page
At the top of the page should be the title “Bus Safety.”
Under “Bus Safety” will be the ﬁrst subheader that will say: “Bus Safety Tips.”
Underneath “Bus Safety Tips” there will be a list of some bus safety tips.
Insert the following information under “Bus Safety Tips”
• Stay back from the curb until the bus comes to a complete stop.
• Cross the street behind the bus. This helps you to see and be seen by other motorists.
• Do not walk between two stopped buses. Buses will occasionally roll back slightly when the
brakes are released.
• When driving another vehicle, do not pass a stopped bus unless you are in a passing zone.
• If you ride a bicycle, skateboard or roller blades, do not hang on to the rear of the bus or
follow too closely. The bus may stop unexpectedly.
• Be ready to get on or off the bus when it stops. Drivers are instructed not to open the doors
again once they begin to re-enter traffic.
• No passengers are allowed to ride in front of the yellow standee line.
• Drivers are instructed to load and unload at bus stops only.
• If standing, please move to the center of the bus. Drivers are instructed not to move the bus
with people standing in unsafe locations.
• If you are traveling with a stroller or other wheeled device, be sure to lock the wheels or
maintain control of your property while the bus is in motion.
• Shirt and shoes are required on the bus at all times.
Information to Include on the “Drive Dawgs” Page
At the top of the page should be the title “Motorist Safety.”
Under “Motorist Safety” will be the ﬁrst subheader that will read “It’s the Law.”
Underneath “It’s the Law” you will write out the most important, key motorist laws in the state of
Georgia that are most relevant to motorists on UGA’s campus.
Insert the following titles and information under “It’s the Law”
Allow 3 Feet for Bicycles
• Motor vehicle drivers must provide at least three feet of safe passing distance when
following, overtaking and/or moving in front of a bicyclist [§ 40-6-46(c)] [§ 40-6-56].
48

Be Respectful of Bicyclists
• Aggressive driving is considered a misdemeanor of a high and aggravated nature in Georgia
[§ 40-6-398(a)(b)].
• Understand Georgia bike laws and signals
• A safe and responsible motorist should understand Georgia bike laws and know bicyclist’s
signals.
Bicycles are Vehicles Too
• Bicycles have the same rights and responsibilities on public roads as motor vehicles [§ 40-
1-1(14)] [§ 40-6-29(a)].
• Bicycles should abide by all applicable bicycle-speciﬁc laws and traffic ordinances. Stop at
stop signs and treat traffic lights just as they would if they were in a motor vehicle.
Bicyclist’s Turn and Stop Signals
• Any stop or turn signal when required shall be given either by means of the hand and arm
or by signal lights [§ 40-6-124(a)].
[Insert bike signal graphic underneath this law]
• Left Turn Signal: left hand and arm extended horizontally.
• Right Turn Signal: right hand and arm upward or by right hand and arm horizontally
extended.
• Stop or Slow Down Signal: left hand and arm extended downward.
Watch out for Pedestrians
• It’s illegal for drivers to squeeze by, drive around or cut off a pedestrian in a crosswalk,
even if there’s room. Forget yield. Remember STOP [§ 40-6-91(a)].
Obey Crosswalk Rules and Signals
• Pedestrians and drivers are often confused by the meaning of the ﬂashing “Don’t Walk”
signal. For pedestrians, it simply means “don’t start crossing.” It does not give drivers who
are turning at a green light the right of way. Even on green, turning drivers must stop and
wait for pedestrians to cross the adjacent crosswalks [§ 40- 6-22].
After the “It’s the Law” section, write “Remember” for the second subheader.
Insert the following information under “Remember”
• Distracted driving is dangerous driving. Keep your head up by putting down your phone and
taking out your earbuds while driving.
• Give bicycles at least 3 feet of safe distance when passing or following.
• Bicycles are vehicles too and are allowed on all roadways.
• When making turns, watch out for and yield to people on bikes.
• Do not park in or block bike lane.
• Check your mirrors before opening doors, especially if you are parked next to a bike lane.
• Be alert, cautious and attentive when driving. Do not drive distracted.
49

Information to Include on the “Walk Dawgs” Page
At the top of the page should be the title “Pedestrian Safety.”
Under “Pedestrian Safety” will be the ﬁrst subheader that will read “It’s the Law.”
Underneath “It’s the Law” you will write out the most important pedestrian laws in the state of
Georgia that are most relevant to pedestrians on UGA’s campus.
Insert the following titles and information under “It’s the Law.”
Right of Way in Crosswalks
• No pedestrian shall suddenly leave a curb or other place of safety and walk or run into the
path of a vehicle which is so close that it is impractical for the driver to yield [§ 40-6-91(b)].
• It’s illegal for drivers to squeeze by, drive around or cut off a pedestrian in a crosswalk,
even if there’s room. Forget yield. Remember STOP [§ 40-6-91(a)].
Crossing Roads Without a Crosswalk:
• Every pedestrian crossing a road at any point other than within a marked crosswalk or
within an unmarked crosswalk shall yield the right of way to all vehicles upon the roadway
[§ 40-6-92(a)].
• No pedestrian shall cross a roadway intersection diagonally unless authorized by official
traffic-control devices. When authorized to cross diagonally, pedestrians shall cross only in
accordance with the official traffic-control devices pertaining to such crossing movements
[§ 40-6-92(d)].
Pedestrian Should Follow Control Signals:
• Word or symbol message WALK — Pedestrians facing such signal may proceed across
the roadway in the direction of the signal. Every driver of a vehicle shall stop and remain
stopped for such pedestrians [§ 40-6-22].
• Flashing or steady DON’T WALK — No pedestrian shall start to cross the roadway in the
direction of such a signal, but any pedestrian who has partially completed his crossing on
the WALK signal shall proceed to sidewalk or safety island while the DON’T WALK signal is
showing [§ 40-6-22].
• Pedestrians and drivers are often confused by the meaning of the ﬂashing “Don’t Walk”
signal. For pedestrians, it simply means “don’t start crossing.” It does not give drivers who
are turning at a green light the right of way. Even on green, turning drivers must stop and
wait for pedestrians to cross the adjacent crosswalks [§ 40-6-22].
After the “It’s the Law” section, write “Pedestrian Safety Habits” for the second subheader.
50

Insert the following information under “Pedestrian Safety Habits.”
• Put your phone down. Keep your head up. Stay aware of your surroundings.
• Don’t wear headphones or look at your phone while crossing streets.
• Cross streets only at corners, using the crosswalks.
• Before crossing the streets, look left, look right and look left again.
• Look for turning vehicles. Make sure the driver sees you and stops before crossing the
street.
• Obey all traffic signs and signals.
• If you walk on roads that have no sidewalks, walk facing traffic and as far from the roadway
as possible.
• If walking after dark, wear something reﬂective or light-colored and carry a ﬂashlight.
After the “Pedestrian Safety Habits” section, write “Georgia Pedestrian Data” for the third
subheader.
Insert the following titles and information under “Georgia Pedestrian Data,” using either text or
graphics such as pie charts.
Georgia’s 2018 Pedestrian Fatalities: A Preliminary Description
By Charles Warnock, B.S; Carol Cotton, Ph.D University of Georgia College of Public Health
From 2012 to 2017 pedestrians comprised over 14% of all traffic fatalities in Georgia.
• Pedestrian Fatalities by Age and Sex
• 25-34: 39 male, 13 female
• 35-44: 37 male, 14 female
• Pedestrian Fatalities by Non-Motorist Maneuver
• 103 crossing, not at crosswalk
• 40 missing
• 27 moving with traffic on roadway
• 22 other
• 19 darting into traffic
• 19 standing in roadway
• 10 crossing at crosswalk
• 9 off roadway
• 5 moving against traffic
• 4 entering/exiting parked vehicle
• Pedestrian fatalities by light condition
• 82. 38% dark
• 17.62% daylight
• Fatalities by weather conditions
• 173 clear
• 37 cloudy
• 29 rain
• 4 fog
51

Information to Include on the “Events” Page
The overall design of the page will remain the same with “Transportation Safety” in the top left
corner of the page and tabs still listed out at the top of the page as well.
The next item on the page will be the calendar title. Insert the words “Watch for Dawgs Events
Calendar” and center it above the calendar.
Fill in the calendar with event dates, times and quick descriptions. Bike and Pedestrian Safety
Day, Operation Safe Drive and the Jingle Bell Fun Run should all be included. Also add any extra
events where Watch for Dawgs will be tabling so students, faculty and staff can come by if they
want more information.
Below the calendar there will be a list of events that’s titled “Calendar Overview.” List out all
events in bullet point form. This makes it easier for people who want to glance at a list instead of
scroll through the calendar. The list should include the name of the event, date, time and location.
Example:
• Bike and Pedestrian Safety Day | September 9th | 10am-2pm | Tate Plaza & SLC Lawn
• Operation Safe Drive | November 21st | 10am-2pm | Tate Parking Lot
• Jingle Bell Fun Run | December 5th | 10am-2pm | UGA Golf Course
Information to Include on the “Get Involved” Page
At the top of the page should be the title “Get Involved.”
Underneath the “Get Involved” title will be the ﬁrst subheader that reads “Thank You to Our
Partners.”
Insert the following under “Thank You to Our Partners.”
“Thank you to all of our wonderful UGA and Athens partners who are committed to making the
UGA campus roads and sidewalks a safer place!”
After the “Thank You to our Partners” section, write “Our Partners” for the second subheader.
Insert the following underneath “Our Partners.”
Watch for Dawgs partners will be listed in alphabetical order:
• Bike Athens
• Fireﬂy Trails
• Health Center
• Office of Sustainability
• Office of Emergency Preparedness
• UGA Police Department
Each bullet point should hyperlink to that organization’s official website.
After the “Our Partners” section, write “Student Ambassador Program” for the third subheader.
52

Insert the following titles and information under the “Student Ambassador Program.”
“The Watch for Dawgs Ambassador Program is designed to take students like you and spread
the word about Watch for Dawgs and overall campus transportation safety. Our ambassadors
are committed to safety and will be an important part of implementing the Watch for Dawgs
initiative across campus! Responsibilities will include things like speaking at chapter events
and participating in volunteer events. Click the link below to fill out the application! [Insert
“Ambassador Program Application” link]”
See Goal 2, Objective 3, Tactic 1 for application.
After the “Student Ambassador Program” write, “Watch for Dawgs Internships.” for the fourth
subheader.
Insert the following titles and information underneath “Watch for Dawgs Internships.”
“The Watch for Dawgs Internship Program is a great way to earn experiential learning
credit while promoting transportation safety on your campus! Interns will be responsible for
managing social media accounts, helping with Watch for Dawgs events and implementing
tasks for the Watch for Dawgs initiative. Click on the link below to become part of the Watch for
Dawgs team! [Insert “Watch for Dawgs Internship Application” link]”
See Master Tactic for application.
After the “Watch for Dawgs Internships” section, write “Contact Us” for the fifth subheader.
Insert the following titles and information underneath “Contact Us.”
There will be open form that people can fill out.
What to include on the “Contact Us” form:
• First Name
• Last Name
• Email
• Subject Title
• Message Box
53

Website examples
The title of the page will be Transportation Safety so that people understand that they’re
in the right place, but Watch for Dawgs should be included prominently on the home page.
Mockup of Watch for Dawgs homepage
Mockup of individual pages
54

Goal 1
Objective 2
Tactic 6
Create a “Transportation Safety” section on MyUGA mobile app
Timeline
April 13 - June 26, 2020
Estimated Cost
$0
Purpose
A “Transportation Safety” section on the MyUGA mobile app will include two main items: a forum
dedicated to increasing awareness of Watch for Dawgs, and an informational tab with Georgia
traffic laws.
A forum located on the MyUGA mobile app will help to increase awareness of Watch for Dawgs
among the UGA community. Since most students, faculty and staff have the app downloaded and
use it almost daily, it will provide an ideal place to help promote transportation safety awareness
on campus.
The new forum will be a place where students, faculty and staff can post about incidents they have
seen on campus where people have committed bad transportation safety habits. In addition, they
will be able to receive alerts for any dangerous transportation incident that occurs on campus. By
implementing this form on the MyUGA app, students, faculty and staff will be exposed to all of the
bad transportation safety habits that are committed every day on campus. Through this exposure
on the app, people will potentially be more mindful of their own habits and watch out for other
people as well.
The Georgia traffic laws portion in the app will serve as a quick and easy reference guide for
students, faculty and staff. This section will include laws and general safety tips for bicyclists,
buses, motorists and pedestrians. The laws and tips will be grouped by transportation method:
bikes, bus, motorists and pedestrians. The following pages outline the steps necessary in order to
develop and implement these section on the app.
55

Create a “Transportation Safety” Section on MyUGA Mobile App
How to Get a “Transportation Safety” Section Added to the MyUGA Mobile App
Get permission
In order to add a feature to the MyUGA app, support from the Student Government Association
(SGA) is required as they partner with EITS in developing and updating the app for students. For
steps on how to gain the initial support from SGA, refer to Goal 2, Objective 5, Tactic 6.
Development of the section
Once SGA supports the new MyUGA app feature, it can move onto the development stage. In this
stage, SGA coordinates with David Crouch, the Director of Web and Mobile Technology at EITS, to
develop the specific features needed on the app.
Negotiations between Parking and Transportation Services, SGA and David Crouch will need to
occur in order to figure out what features can be supported as well as the developmental timeline
for the app’s completion. It is important that the app has the following features:
• The ability to write and post in a forum format
• The ability to receive transportation safety notifications at any time
For questions concerning the app, David Crouch can be contacted by email at dave@uga.edu or
by phone at (706) 542-8843.
Implementation of the app
After negotiations occur and EITS knows what features have been supported, they will begin to
work on implementing them on the app via a custom-built feature or an external link.
It should be noted that the exact timeline of implementation is unknown as of writing. This
is due to not knowing what occurs during the negotiations between Parking and Transportation,
SGA and David Crouch.
56

Goal 1
Objective 3
Create new promotional and informational merchandise by August 2020
Tactic 1
Create t-shirts
Timeline
February 10 - 21, 2020
Estimate Cost
$4,840.04
Purpose
Because the new brand style guide has included some updated logos, it’s important that the
merchandise is also updated. There will be a variety of merchandise including t-shirts, stickers
and water bottles. Since the primary audience for the campaign is students, the new merchandise
items will be items that students often want to receive as free gifts or prizes. There will be two
different t-shirts. The ﬁrst set of shirts will come in cotton with the primary red logo. The second
set will be dri-ﬁt and will come in a bright yellow with the black logo. This way there is one shirt
that students will likely wear around campus, and the other shirt can be used as an exercise shirt
with high-visibility. These shirts will be used for giveaways at events.
57

Create T-shirts
How to Order from CustomInk
1. Go to “www.customink.com.”
2. Under the “Products” tab, click “Short Sleeve T-shirts.”
3. Choose the type of shirt.
4. Choose the color.
5. Click “Customize.”
6. Upload the Watch for Dawgs logo.
7. Press “Continue.”
8. Press “Add to Cart.”
Order by July 1 to give promotional products enough time for delivery.
Order Breakdown
Dri-Fit
$1,268 for 100
• 100 for AthHalf (See Goal 2, Objective 4, Tactic 3)
Cotton
$3,572.04 for 618
• 18 for resident hall programs (See Goal 3, Objective 1, Tactic 4)
• 500 for Bike and Pedestrian Safety Day (See Goal 1, Objective 4, Tactic 2)
• 100 for Dance Marathon tabling (See Goal 2, Objective 4, Tactic 1)
Design
58

Goal 1
Objective 3
Tactic 2
Create promotional stickers and water bottles
Timeline
February 3 - 15, 2020
Estimated Cost
$4,316.79
Purpose
Because the new brand style guide has included some updated logos, the stickers and water
bottles will be created with the new logo as well. Both the stickers and water bottles will be
created with the Watch for Dawgs logo and given out as gifts or prizes. The water bottles can also
be changed year to year as student preferences change. As of 2019, ordering the waterbottles
from CustomInk.com and the stickers from Stickeryou.com will be the best option.
59

Create Promotional Stickers and Water Bottles
How to Order from CustomInk
1. Visit “www.customink.com.”
2. Under the “Products” tab, click “Drinkware and Koozies.”
3. Click “Water Bottles.”
4. Choose your design
• https://www.customink.com/ndx/?PK=378500&SK=378500#/next/quote
• https://promo.customink.com/product/410368/elixir-20oz-tritan-
sportsbottle?variant=410950
5. Click “Customize.”
6. Upload the Watch for Dawgs logo.
7. Click “Continue.”
8. Click “Add to Cart.”
Order Breakdown
Clear water bottle
$2,856.77 for 318
(https://promo.customink.com/product/410368/customize/quantity)
• 100 for Bike and Pedestrian Safety Day (See Goal 1, Objective 4, Tactic 2)
• 18 for residence hall programs (See Goal 3, Objective 1, Tactic 4)
60

How to Order Stickers from stickeryou.com
1. Go to “www.stickeryou.com.”
2. Under the “Shop” tab, click “Stickers.”
3. Click “Custom Stickers.”
4. Click “Die-Cut Sticker Singles.”
5. Click “Make Custom Stickers.”
6. Upload the Watch for Dawgs logo
7. Click “Image Die-Cut.”
8. Click “Done Editing.”
9. Keep settings the same, and add 1 sticker to your cart.
10.Create account with Watch for Dawgs email.
11.Adjust quantity in cart to “6,800.”
12.Click “Next” and submit your order.
Order Breakdown
Stickers
$1,460.02 for 6,750
(https://www.stickeryou.com/company/quickquote)
• 150 for Operation Safe Drive (See Goal 1, Objective 4, Tactic 1)
• 500 for Bike & Pedestrian Safety Day (See Goal 1, Objective 4, Tactic 2)
• 4400 for orientation (See Goal 3, Objective 1, Tactic 3)
• 1000 for resident hall presentations (See Goal 3, Objective 1, Tactic 4)
Design
61

Goal 1
Objective 3
Tactic 3
Create a safety presentation for educational purposes
Timeline
May 11 - 29, 2020
Estimated Cost
$0
Purpose
The Watch for Dawgs Communication Intern will create a general transportation safety
presentation that can be used for meetings, pitches, educational events and in classrooms.
The presentation itself will serve as a go-to presentation that can be tweaked when needed for
different occasions. This presentation will focus on the main safety tips that should be practiced
by students, faculty and staff every day, while raising awareness of the Watch for Dawgs inititative.
There are two main goals for this tactic. The ﬁrst goal is to have an updated presentation on hand
that can be easily sent to partners, organizations, faculty, staff or students. The second goal is to
make audience members more aware of how they should behave and interact with transportation
methods on campus while spreading the word about Watch for Dawgs.
63

Create a Safety Presentation for Educational Purposes
Overview of presentation
The slides should include what Watch for Dawgs is, an overview of safety laws, best practices
and why they should be followed by each transportation group: pedestrians, cyclists, motorists
and bus riders. The presentation can also include any Georgia sate laws that the audience might
be surprised by, such as: “sidewalk cycling is illegal for anyone over the age of 12 [§ 40-6-144].”
The PowerPoint presentation should include ﬁve to seven slides, be no longer than ﬁve to seven
minutes and include a call to action at the end.
Call to action options
• The presenter can ask students to join the don’t text and walk pledge. (See Goal 2,
Objective 3, Tactic 2)
• Play the Hairy Dawg safety video (See Goal 2, Objective 2, Tactic 1). The end of the video
encourages the audience to follow Watch for Dawgs on social media and check out the
Watch for Dawgs website.
• Insert a slide about upcoming events, invite them to come, participate and invite them to
follow the social media accounts.
64

Goal 1
Objective 3
Tactic 4
Create informational handouts
Timeline
February 17 - March 6, 2020
Estimated Cost
$3,768
Purpose
Creating handouts is a great way to get the Watch for Dawgs brand into the hands of people and
provide helpful information in a simple way. Watch for Dawgs currently has handouts that include
safety tips, but these are mostly for biking, and some of the headings are confusing. By changing
the handouts to look the same with distinctly different titles for each public, these handouts will
be more appealing, clear and helpful. These handouts will be given out at all events that Watch for
Dawgs hosts, sponsors or tables at in order to increae brand awareness.
There should be ﬁve separate handouts: one for each transportation group (bikes, cars, busses,
and pedestrians) and one general Watch for Dawgs handout. These handouts will be created in a
similar fashion to the current 9”x 4” handouts that Watch for Dawgs has.
67

Create Informational Handouts
How to Create Handouts
The bike handout
Front
• Watch for Dawgs logo at the top
• Pedestrian, cyclist, motorist and bus graphic at the bottom
• “Bike Safety” in the center
Back
• Bullet points with safety tips specific to cyclists (in red).
• Bicycles are Vehicles Too: They should abide by all applicable bicycle-specific laws and
traffic ordinances. Stop at stop signs and treat traffic lights just like you would if you
were in a motor vehicle.
• Ride on the Road: Do not ride on the sidewalk. Operating a bicycle on the sidewalk is
dangerous, both for you and for pedestrians. It is illegal in Georgia if you’re over 12
years old.
• Be Visible: Wear bright or reflective clothing and use front and rear lights if riding in low-
light or at night.
• Ride Predictably: Flow with traffic as if you were a car, signal your intention and
maintain a consistent line of travel. Do not weave in and out of lanes.
• Consider Wearing a Helmet: While not legally required for bicyclists over the age of 16,
helmets could save your life, but only if they are worn.
68

Design
BIKE SAFET Y
T I P S F O R S A F E T R A V E L
WEBSITE:
@watchfordawgs tps.uga.edu/watchfordawgs
RIDE ON THE ROAD
Do not ride on the sidewalk. Operating a
bicycle on the sidewalk is dangerous, both for
you and for pedestrians. It is illegal in Georgia
if you're over 12 years old.
BICYCLES ARE VEHICLES
They should abide by all applicable
bicycle-speciﬁc laws and traffic ordinances.
Stop at stop signs and treat traffic lights just
like you would if you were in a motor vehicle.
BE VISIBLE
Wear bright or reﬂective clothing and use front
and rear lights if riding in low-light or at night.
RIDE PREDICTABLY
Flow with traffic (as if you were a car), signal
your intention and maintain a consistent line of
travel. Do not weave in and out of lanes.
CONSIDER WEARING A HELMET
While not legally required for bicyclists over
the age of 16, helmets can be a common
sense precaution, but only if they are worn
69

The pedestrian handout
Front:
• “Pedestrian Safety” in the center
Back:
• Bullet points with safety tips specific to pedestrians (in red).
• Obey Right of Way: Pedestrians should not suddenly leave a curb or other place of
safety and walk into the path of a vehicle which is so close that it is impractical for the
driver to yield.
• Understand Signals: The flashing “Don’t Walk” signal for pedestrians means “don’t
start crossing.” Even on green, turning drivers must stop and wait for pedestrians to
cross the adjacent crosswalks.
• Stay Alert: Put your phone down. Keep your head up. Stay aware of your surroundings.
Don’t wear headphones or look at your phone while crossing streets.
• Go Against Traffic: If you walk on roads that have no sidewalks, walk facing traffic and
as far from the roadway as possible.
• Be Visible: When walking after dark, wear something reflective or light-colored
and carry a flashlight.
Design
PEDESTRIAN
SAFET YT I P S F O R S A F E T R A V E L
WEBSITE:
UNDERSTAND SIGNALS
The flashing “Don’t Walk” signal for
pedestrians means “don’t start crossing.”
Even on green, turning drivers must stop and
wait for pedestrians to cross the adjacent
crosswalks
OBEY RIGHT OF WAY
Pedestrians should not suddenly leave a curb
or other place of safety and walk into the path
of a vehicle which is so close that it is
impractical for the driver to yield.
STAY ALERT
Put your phone down. Keep your head up. Stay
aware of your surroundings. Don’t wear
headphones or look at your phone while
crossing streets
GO AGAINST TRAFFIC
If you walk on roads that have no sidewalks,
walk facing traffic and as far from the roadway
as possible.
BE VISIBLE
When walking after dark, wear something
reflective or light-colored and carry a
flashlight.
70

The motorist handout
Front:
• Watch for Dawgs logo at the top.
• “Car Safety” in the center
Back:
• Bullet points with safety tips speciﬁc to drivers (in red).
• Stay Alert: Distracted driving is dangerous driving. Stay alert by putting you phone down
and taking out your headphones while driving.
• Allow Space for Bicycles: Motor vehicle drivers must provide at least three feet of safe
passing distance when following, overtaking and/or moving in front of a bicyclist.
• Drive with Care: Aggressive driving is considered a misdemeanor of a high and
aggravated nature in Georgia.
• Watch for Pedestrians: It is illegal for drivers to squeeze by, drive around or cut of a
pedestrian in a crosswalk, even if there’s room. Forget yield. Remember STOP.
• Stay Educated: It is important to know the rules of the road. It is your responsibility to
understand the laws of the state you are driving in. An educated driver is a safe driver.
Design
CAR SAFET Y
WEBSITE:
ALLOW SPACE FOR BICYCLES
Motor vehicle drivers must provide at least
three feet of safe passing distance when
following, overtaking and/or moving in front of
a bicyclist.
STAY ALERT
Distracted driving is dangerous driving. Stay
alert up by putting you phone down and taking
out your earbuds while driving.
DRIVE WITH CARE
Aggressive driving is considered a
misdemeanor of a high and aggravated nature
in Georgia.
WATCH FOR PEDESTRIANS
It is illegal for drivers to squeeze by, drive
around or cut off a pedestrian in a crosswalk,
even if there’s room. Forget yield. Remember
STOP.
STAY EDUCATED
It is important to know the rules of the road. It
is your responsibility to understand the laws of
the state you are driving in. An educated driver
is a safe driver.
71

The bus handout
Front:
• “Bus Safety” in the center
Back:
• Bullet points with safety tips speciﬁc to buses (in red):
• Give Space: Stay back from the curb until the bus stops.
• Know When to Pass: When driving another vehicle, do not pass a stopped bus unless
you are in a passing zone.
• Prepare for Stops: If you ride a bicycle, skateboard or roller blades, do not hang on the
rear of the bus or follow too closely. The bus may stop unexpectedly.
• Use Bus Stops: Be ready to get on or off when the bus stops. Drivers are instructed to
load and unload at bus stops only and will not to open the doors again once they begin
to re-enter traffic.
• Know how to Ride: If standing, please move to the center of the bus. No passengers are
allowed to ride in front of the yellow standee line.
Design
BUS SAFET Y
WEBSITE:
KNOW WHEN TO PASS
When driving another vehicle, do not pass a
stopped bus unless you are in a passing zone.
GIVE SPACE
Stay back from the curb until the bus comes to
a complete stop.
PREPARE FOR STOPS
If you ride a bicycle, skateboard, or roller
blades, do not hang on to the rear of the bus or
follow too closely. The bus may stop
unexpectedly.
USE BUS STOPS
Be ready to get on or off when the bus stops.
Drivers are instructed to load and unload at
bus stops only and will not to open the doors
again once they begin to re-enter traffic.
KNOW HOW TO RIDE
If standing, please move to the center of the
bus. No passengers are allowed to ride in front
of the yellow standee line.
72

General Watch for Dawgs handout
Front:
• Watch for Dawgs logo in the center
Back:
• Watch for Dawgs description at the top:
• “Watch for Dawgs is the University of Georgia’s transportation safety initiative that
promotes personal safety practices and raises awareness of pedestrian, cycling and
motorist transportation safety throughout UGA’s campus.”
• A subheader below the Watch for Dawgs description that says “Watch for Dawgs.”
• Bikes are Vehicles Too: Bicyclist should ride their bikes the way they would drive a car,
and motorists should respect their space and be cautious of them.
• Always Wear a Helmet: Although it’s not legally required in the state of Georgia, it could
save your life.
• Pay Attention When Walking: Keep your head up, take your headphones out and do not
be on your phone when crossing the street.
• Be Aware of Your Surroundings: Pedestrians should not suddenly step out into the
street and assume drivers see them or have enough time to stop. Pedestrians should be
mindful of drivers, and drivers should be mindful of pedestrians.
Design
73

Pricing
The UGA Print Shop is able to print custom sized handouts. However, 9” x 4” card stock handouts
are not currently listed on their general pricing sheet, nor were they able to give an estimate over
the phone.
Tate Print and Copy Prices for one 8.5” x 11” colored card stock sheet: $0.48
Estimated cost for 150, 8.5” x 11” card stock handouts: $72
Order Breakdown
General handouts: $1,776 from Tate Print and Copy for 3,700
Pricing based on 8.5” x 11” card stock
• 2200 for orientation (See Goal 3, Objective 1, Tactic 3)
• 150 for Vistors Center (See Goal 3, Objective 4, Tactic 1)
• 100 for Ambassador Program Tabling (Goal 2, Objective 3, Tactic 1)
Bike safety handouts: $480 from Tate Print and Copy for 1,000
• 550 for Orientation (See Goal 3, Objective 1, Tactic 3)
Pedestrian safety handouts: $480 from Tate Print and Copy for 1,000
Driver safety handouts: $552 from Tate Print and Copy for 1,150
• 400 for Bike and Pedestrain Safety Day (See Goal 1, Objective 4, Tactic 2)
Bus safety handouts: $480 from Tate Print and Copy for 1,000
74

Goal 1
Objective 3
Tactic 5
Create Watch for Dawgs retractable banner
Timeline
March 9 - 20, 2020
Estimated Cost
$1,840
Purpose
Creating Watch for Dawgs retractable banners will add another eye-catching informational item to
bring to all events that Watch for Dawgs hosts or tables at. These signs will be brought to multiple
events which are explained throughout the campaign. There will be two general Watch for Dawgs
banners, two Bike and Pedestrian Safety Day banners and one Operation Safe Drive banner.
75

Create a Watch for Dawgs Retractable Banner
How to Create a Watch for Dawgs Retractable Banner
1. Go to www.fastsigns.com.
2. Click on “Request a Consultation or Quote.”
3. Click on the “Request a Quote” button under the “Know What You Want?” section.
4. FIll out the form. This form is where you will send in the graphic that will be used for the
banner.
Order breakdown
72” x 36” banner = $368
2 General Watch for Dawgs banners = $736
2 Bike and Pedestrian Safety Day banners = $736
1 Operation Safe Drive banner = $368
Total = $1,840
This price includes the graphic and the hardware.
The turnaround time for creation is approximately ﬁve business days.
Designs
UGA’S
TR ANSPORTATION
SAFET Y INITIATIVE
WEBSITE:
SAFET Y DAY
WEBSITE:
BIKE & PEDESTRIAN
76

Goal 1
Objective 4
Rebrand and revamp current events by August 2020
Tactic 1
Rebrand and revamp Operation Safe Drive
Timeline
September 7, 2020 - November 24, 2020
Estimated Cost
$1,154.07
Purpose
In the past, Operation Safe Drive has been advertised as an Auxiliary Services and Parking and
Transportation Services event. However, in order to increase engagement for the Watch for Dawgs
initiative, we want to rebrand Operation Safe Drive as a Watch for Dawgs event. The more events
Watch for Dawgs brands as their own, the more students will recognize this initiative.
Throughout our research, we noticed that Watch for Dawgs had very little name recognition, even
among partners and other departments who were tabling at the same events. While talking with
other departments at Bike and Pedestrian Safety Day, many of them were unsure about what
Watch for Dawgs was. Because of this, we believe Watch for Dawgs should start hosting its own
events. Since Bike and Pedestrian Safety Day is more of a group event with lots of departments
participating, it’s better to rebrand Operation Safe Drive as a Watch for Dawgs event.
“Revamping” on the other hand is an important part of this tactic so that the event itself is well
promoted, inviting and makes students want to come and participate.
77

Rebrand and Revamp Operation Safe Drive
Rebranding Operation Safe Drive
First, Allison will need to get this idea approved by the Auxiliary Services team.
Contact all partners who will be attending the event and update them on the change in branding.
See email example below.
For the rebranding process to be successful, the words “Watch for Dawgs” needs to be present on
every sign, handout, table cover and promotional material at the event.
Contact email
Allison Brannen will send the following email on July 6, 2020:
To: [insert partner’s email]
Subject: Watch for Dawgs Event - Operation Safe Drive
“Good morning/afternoon __________,
“The Watch for Dawgs team is very excited to be hosting Operation Safe Drive again this
year. Since organizing and revamping our Watch for Dawgs initiative, we have decided to
advertise Operation Safe Drive from this year forward as a Watch for Dawgs event. We will not
be advertising it as an Auxiliary Services or as a Parking and Transportation Services event.
Because you are involved with this event and because communication is very important to us,
we want to keep you updated on the new information.
If you have any questions at all about details regarding Operation Safe Drive, do not hesitate to
email me.
Best,
Allison Brannen
Marketing and Communications Manager”
Revamping Operation Safe Drive
• Have the Communications Intern advertise the event on all social media platforms.
• Gather all new promotional merchandise that will be taken to the event.
• Make sure all tasks are completed in the “Preparing for Event” section.
• Make sure all details are correct on the events tab on the Watch for Dawgs website. (See
Goal 1, Objective 2, Tactic 5)
78

Advertising
Flyers will be used to advertise when and where Operation Safe Drive is, as well as announce
which services are provided at the event. These flyers can be put up by either the Communications
Intern, Special Events Intern or any of the Watch for Dawgs Ambassadors (See Goal 2, Objective 3,
Tactic 1.) There should be both a male and female asigned to put up the flyers in order to put them
up in both the men and women’s bathrooms. They should begin putting up the flyers on November
2, 2020.
Putting up flyers
Place flyers on the back of male and female bathroom stalls in these campus buildings:
• Miller Learning Center (4 floors - 8 bathrooms)
• Tate Student Center (5 floors - 6 bathrooms)
• Science Learning Center (3 floors)
• Main Library (8 floors)
• Science Library (4 floors)
• Business Learning Center (4 floors)
Flyer
Order Breakdown
Operation Safe Drive Flyers: $800 from Tate Print and Copy for 2,000
Pricing based on 8.5” x 11” colored paper
Total (2,000 x $0.40) = $800
S A F E D R I V E
O P E R A T I O N
TATE DECK
NOV. 19 @ 10AM-2PM
WEBSITE:
W H E N :
W H E R E :
FLUIDS + BELT S
WIPER BL ADE S + T IRE S
W H A T :
79

Social Media
Instagram
Instagram post
Post on November 9, 2020
Image
Caption
“Going home for Thanksgiving break? Need a quick tune up? Want to recieve some free items
and a goodie bag? Come to our Operation Safe Drive event on November 19 from 10 a.m. to 2
p.m. in the Tate parking lot.”
Instagram story post
Post on November 19, 2020.
Post a video of the Operation Safe Drive event as soon as it is set up, highlighting all the free
products and the bike and car tune up opportunities.
Caption
“Come to Tate parking lot for Operation Safe Drive. Happening NOW until 2 p.m.”
80

Facebook
Facebook page post
Post text
“Before you make that long drive back home for Thanksgiving, come on out to our
Operation Safe Drive event on November 19, 2020 from 10 a.m. 2 p.m. in the Tate parking
lot for car and bike tune ups and a free goodie bag!”
Facebook event page
Create a public event through the Watch for Dawgs Facebook page.
Speciﬁcations
Event name - Operation Safe Drive
Location - Tate parking lot
Start date and end date - November 19, 2020 from 10 a.m. to 2 p.m.
Event photo
Description text
“Watch for Dawgs will be hosting Operation Safe Drive on November 19 from 10 a.m. to
2 p.m. in the Tate parking lot. Come for free merchandise, a bike tune up, car tune up
and goodie bags! Come one, Come all!”
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Watch for Dawgs PR Campaign

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