From the Keep Northern Ireland Beautiful "Litter Summit 2013": Margo Richards, Texas Department of Transportation will relate the economic benefits of the famous Donโt Mess with Texas campaign. With many councils and officers disappointed by the fractured nature of anti-litter campaigns here, this presentation will demonstrate the sound economic case for pooling resources and launching such an ambitious campaign
4. TEXAS โ TRANSPORTATION SYSTEMโข 80,000 centerline miles of highway
โข Texas population: 26 million
โข Primary funding comes from traditional sources
โข gas tax revenues
โข vehicle registration fees
โข federal reimbursements and local
participation
โข non-traditional sources, such as bond
proceeds and federal stimulus programs
5. TRAVEL INFORMATION DIVISIONTo stimulate travel to and within the State of Texas,
improve air quality and reduce litter.
Texas Travel Information
Centers
Donโt mess with
Texasยฎ
DriveTexasTM
(highway
conditions)
Adopt-a-Highway
Texas Highways Magazine Keep Texas Beautiful
Official Travel Map of Texas Texas State Travel
Guide
Texas Highways Events
Calendar
Drive Clean Across
Texas
6. TRAVEL INFORMATION DIVISION:
TRAVEL SERVICES
โข Operates 12 Travel Information Centers
โข DriveTexas
TM
TxDOT Highway Conditions
โข Distribution of Travel Literature
โข Travel Counselors Certification
โข Events
โข Emergency Management Services
8. TRAVEL INFORMATION DIVISIONTexas State Agency Tourism
Memorandum of Understanding
Governorโs Office of Economic
Development and Tourism
9. TEXAS TOURISM IS BIG BUSINESS IN
TEXAS
Itโs like a WHOLEOTHERCOUNTRY
2012 TOURISM STATS
220 million domestic visitors (70% leisure, 30% business)
8.2 million international travelers, generating $ 5.3 billion in direct travel
spending
Economic Impact = $65 billion (Up 6% over 2011)
568,000 jobs generated by travel industry
Texas had the 3rd largest share of domestic visitation in the U.S.
11. ADOPT-A-HIGHWAY PROGRAMโข Texas created the first Adopt-a-Highway
program in the world in 1985
โข 4,000 volunteer groups statewide (40,000
volunteers)
โข Volunteer efforts account for litter pickup on
10% of state maintained roadways in Texas
โข Savings of approximately $4 million annually
to TxDOT
โข AAH Radio Spot
12. KEEP TEXAS BEAUTIFUL (GRASSROOTS
PARTNERSHIP)โข Governorโs Community Achievement Awards
funded by TxDOT
โข More than 360 affiliate programs in communities
across Texas
โข Supports TxDOTโs litter prevention program:
o Education
o Donโt Mess with Texas Trash-Off
13. COMMUNITY ACHIEVEMENT AWARD
๏ผ 10 landscape awards given annually, totaling $2
million provided by TxDOT
๏ผ Communities are divided into categories by
population size
๏ผ Awards recognize outstanding efforts in fulfilling
the mission, vision & enhancing the beauty of
Texas
๏ผ Participants include: Businesses, schools,
educators, youth, individuals, civic groups,
government and communities
14. DONโT MESS WITH TEXASยฎ
Donโt Mess with Texasยฎ is a registered
trademark of the Texas Department of Transportation
15. DONโT MESS WITH TEXASยฎ
โข Created campaign in 1986
โข Goal: Educate & increase awareness
of litter prevention
โข 98% brand recognition in Texas
โข 82% of Texas population know what
slogan means
16. RESEARCH-DRIVEN CAMPAIGN
TxDOT Visible Litter Study (Conducted every 4 yrs):
๏ง How much litter accumulates on Texas roadways?
๏ง What kind of litter are on the roads?
๏ง Where litter is most likely to accumulate?
๏ง What factors contribute to litter accumulation?
2013 results indicate that 434,509,848 items of visible
litter accumulated on TxDOT-maintained roadway system, a
reduction of 34% since 2009!
17. Attitudes and Behaviors Research (conducted every 2 yrs):
โข Identify the people most likely to litter
โข Profile groups in target audiences to develop meaningful messages
โข Gauge awareness of the Donโt Mess with Texasยฎ brand and messaging
โข Determine Texansโ attitudes and behaviors related to littering
โข Develop strategies for reducing litter on Texas roadways
98%
2%
Results:
โข Awareness of slogan is very high (98%), with most
residents associating it with an anti-litter message and
keeping Texas clean
โข 1/3 of residents admitted to littering in the past month
โข 81% reported seeing or hearing the slogan in the past
year, with street/highway signs and TV advertising
making up a large portion of this recall
DONโT MESS WITH TEXASยฎ
: RESEARCH-DRIVEN CAMPAIGN
18. DONโT MESS WITH TEXASยฎ
: NEW
CAMPAIGN & PROGRAMSโข Education: Litter Force, Contests,
Drivers Education
โข Website & Mobile App
โข Scholarships
โข University Cleanup
โข Donโt Mess with Texas Trash-Off
โข Social Media
โข Outreach
โข Media โ TV, Radio, Billboards, Online
โข Sports Marketing (baseball, football)
โข Research
โข Report a Litterer
โข Partners: Communities & Corporate
20. DONโT MESS WITH TEXASยฎ
2
โข Interactive Website
โข Design your own can
โข E-cards
โข Get Stuff
โข Desktop Trash Can Icon
โข Research
โข Can of the week
21. Donโt mess with Texasยฎ
Celebrities
โข Engagement: Texas Pride, Public Service Announcement
โข Celebrities sign a release in perpetuity; offer their image and
services specific to Donโt mess with Texas
โข Celebrities of the 2013 CANpaign were the iconic red, white
and blue trash cans
Bob Schnieder, English Version
Grupo Fantasma, Spanish Version