We segmented and identified the best target audience for ZeroVision and we created a communication campaign that was tailored to this particular target audience.
2. Overview
Vision Zero considers traffic crashes the result of a series of actions that can be
changed or prevented through enforcement, educational programs and redesigning
the dangerous streets of NYC.
Steps New York City’s administration has already taken to implement Vision Zero
Project:
● Lower the speed limit from 30 mph to 25 mph
● Create a dialogue with residents
● Re-design streets
● Cracking down on dangerous driving
● Educate public for safer street use
3. Mission Statement
Provide safer streets for New York City residents and visitors by reducing the number of
car accidents and fatalities.
Current Situation
Due to the reckless and distracted driving, approximately 250 New Yorkers are killed and
400 are injured each year. To make the city’s streets safer, the New York City
Administration is seeking to reach out to drivers who use smartphones and eat and drink
while driving with effective communication messages.
Objectives
By the end of 2016, the New York City Administration is planning to launch a new
communication campaign, which will target drivers ages 45 to 54 and decrease the
number of fatalities on the streets of New York City by 20% by the end of 2017.
Recommendation
Using the segment schemes introduced in the next slides, we based our audience
recommendation on four important factors: psychographics, geographic location,
demographics and car types.
Executive Summary
4. Market Segmentation Approaches
● Demographic
Age and gender of those more inclined to have
accidents?
● Geographic
Which borough has more accidents?
● Psychographic
The more common cause? The typical behaviour of
drivers involved in accidents?
● Vehicle type
What is the vehicle more commonly involved in
accidents?
10. Key Insights &
Evaluation
● Accidents and fatalities are
mostly caused by distraction
or reckless driving.
● NYC concentration of
accidents are in Brooklyn and
Manhattan.
● Higher accidents and
fatalities occur from
passenger cars.
● Higher accidents and
fatalities occur from male
drivers from age 45 to 54.
12. Best Target
“Distracted” Danny● Standard cars are the most common
registered vehicle.
● Reckless driving maneuvers and
distractions are the main causes of
fatalities
● People who were hit by a car
traveling at a speed of 30 mph are
more likely to die than by a car going
25 mph
● Growing biking and walking culture
13. 55 y.o. from Brooklyn, married, real estate agent.
Earns 150K annual income.
Commutes from Brooklyn to Manhattan everyday,
often while listening to the radio.
Thinks he cares about safety but he is distracted.
Thinks he is a good multitasker. He is not.
Impulsive and overwhelmed by everyday tasks.
Heavy tech user & tech savvy.
Stays in contact with friends, family and
colleagues primarily through his smartphone,
often while driving.
Consume online content and shares it with friends.
Influencers: colleagues, friends, social media.
Who is Distracted Danny?
14. Previous Communications
Reckless Driving Kills
Campaign, 2014
Your Choices Matter, 2014
On The Road, 2015
Previous campaign messaging
○ Tragic, sad stories
feature images of
items found at crash
scenes and tell the
stories of the
pedestrian-victims
○ Feature family
members who lost
loved ones to
crashes caused by
dangerous drivers
15. 2016 Communications
● Focus on drivers behavior
● Create content that will generate word
of mouth
● Ads, radio, web and social media videos
and mobile user and geo-targeting, as
well as extensive out-of-home media
plan
● Geofencing in Brooklyn and Manhattan
neighborhoods
16. Message Theme: Emotional Positive Reinforcement, results of responsible taxi/livery driving
“We were crossing the street in midtown Manhattan with my wife on Christmas day. She was
ahead of me on her phone and stepped out in front of a taxi driver. We thought the driver was
going to kill her but he was attentive and driving at slow enough speed to stop.“
Communications
18. Integrated Media Plan
● WFUV radio ads
● WFUV CITYSCAPE Podcast ads
An inside look at the people, places and spirit of
New York City and its surroundings, with host
George Bodarky
● Web video banners:
○ Motortrends.com, robbreport.com, wsj.com,
nytimes.com
● Targeting and Geofencing: male, automobile
users; additional geo-fencing for Brooklyn and
Manhattan neighborhoods
● Out-of-home: Gas station kiosk screens. Targeted
to stations that serve high % of trucks
● Automobile bumpers distributed that reinforce
messaging
19. 19
Integrated Media Plan
May 2016 - May 2017
Media Type Cost
Radio: WFUV :20 Radio Spots during Prime $72,000 (6K/mth, 68X mth)
Social Media:
Facebook and Twitter
Newsfeed Videos, Mobile
hyper-targeting and geo-
fencing
$36,000 ($3k/mth)
Web Banners Size: 300x250 and 720x90 $92,000
Bumper stickers Automobile Bumpers
distributed at local DMVs
$200,000
Video Gas Station Kiosk Videos
+ creative development
$600,000
Total $1,000,000
20. Anticipated Audience Actions
By telling positive, authentic stories of
people whose lives have been saved by
responsible driving and by increasing
awareness of the different types of the
distraction, we anticipate:
● People become more informed of the
different ways you can be distracted
● Our targets’ level of distraction will
decrease
● Mirroring of positive and responsible
driving behavior
● Our target will drive slower and
increase attentiveness (limit
multitasking - i.e. smartphones, and,
won’t eat or drink while driving)
● Increase in content sharing online and
word-of-mouth
21. Appendix and Resources
Vision Zero. (n.d.). Retrieved May 01, 2016, from http://www.nyc.gov/html/visionzero/pages/home/home.shtml
Hoekstra, T., & Wegman, F. (2011). Improving the effectiveness of road safety campaigns: Current and new practices. IATSS
Research, 34(2), 80-86. doi:10.1016/j.iatssr.2011.01.003
NYC DOT Releases Gripping and Compelling “Your Choices Matter” Television Advertisement, Latest Addition to Vision Zero
Awareness Campaign [Press release]. (n.d.). Retrieved March 4, 2016, from http://a841-
tfpweb.nyc.gov/dotpress/2015/05/nyc-dot-releases-gripping-compelling-your-choices-matter-television-advertisement-
latest-addition-vision-zero-awareness-campaign/
NYPD Motor Vehicle Collision Reports. (n.d.). Retrieved May 01, 2016, from
http://www.nyc.gov/html/nypd/html/traffic_reports/motor_vehicle_collision_data.shtml
NYPD Motor Vehicle Collisions | NYC Open Data. (n.d.). Retrieved May 01, 2016, from https://data.cityofnewyork.us/Public-
Safety/NYPD-Motor-Vehicle-Collisions/h9gi-nx95
Statistical Summaries. (n.d.). Retrieved May 01, 2016, from https://dmv.ny.gov/org/about-dmv/statistical-summaries
Vision Zero One Year Report, 2015 (Rep.). (n.d.). Retrieved April 25, 2016, from
http://www.nyc.gov/html/visionzero/assets/downloads/pdf/vision-zero-1-year-report.pdf
Aaron, K., & Ye, J. (2014, May 19). Mean Streets: Who Is Dying in Traffic Crashes and Why. Retrieved April 25, 2016, from
http://www.wnyc.org/story/killed-cars-who-dying-traffic-crashes-and-why/
Hawkins, A. J. (2015, October 6). Uber doubles number of drivers—just as de Blasio feared. Retrieved April 25, 2016, from
http://www.crainsnewyork.com/article/20151006/BLOGS04/151009912/uber-doubles-number-of-drivers-just-as-de-blasio-
feared
22. Appendix and Resources
Stuart, T. (2014, February 06). New York's Deadliest Roads for Pedestrians, Borough by Borough. Retrieved April 25, 2016,
from http://www.villagevoice.com/news/new-yorks-deadliest-roads-for-pedestrians-borough-by-borough-6702416
Kazis, N. (2011, April 6). Streetsblog New York City. Retrieved April 25, 2016, from
http://www.streetsblog.org/2011/04/06/new-yorks-car-ownership-rate-is-on-the-rise/
S. (2015, April 05). New Yorkers and Cars. Retrieved April 25, 2016, from http://www.nycedc.com/blog-entry/new-yorkers-
and-cars
Hicks, N., Nolan, C., & Paddock, B. (2015, May 26). EXCLUSIVE: Data shows mixed results for NYC Vision Zero plan. Retrieved
April 25, 2016, from http://www.nydailynews.com/new-york/exclusive-news-probe-finds-mixed-results-vision-zero-
article-1.2235148
