OneRoad_Campaign

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ONE ROAD IMC CAMPAIGN
CLIENT:
DR. ERIC HOFFMAN OF FLAGLER COLLEGE
PREPARED BY:
WE THE PEOPLE MEDIA GROUP
SPRING 2016

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Alyssa Kinsey
Account Executive
Dan Deehan
Account Planner
Megan Derks
Event Planner
Emilie Derbins
Creative Director
Darbi Ellis
Director of Development
Madeline Wilburn
Research Analyst
Cecil Vignutti
Media Planner & Buyer
PROJECT TEAM

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I. Executive Summary ........................................................................................................4
II. Situation Analysis ..........................................................................................................5
Problem & Consequences .......................................................................................5
SWOT Analysis ........................................................................................................6
III. Campaign Goal ............................................................................................................7
IV. Audience Identification & Messages..........................................................................8
Target Markets..........................................................................................................8
Audience Profiles......................................................................................................9
V. Audience Objectives ...................................................................................................11
VI. Strategies & Tactics....................................................................................................12
Obective 1................................................................................................................12
Obective 2................................................................................................................13
Objective 3...............................................................................................................14
VII. Schedule .....................................................................................................................15
Events........................................................................................................................15
Social Media ............................................................................................................20
Gantt Chart Schedule..............................................................................................23
Total Budget Allocation..........................................................................................24
VIII. Campaign Evaluation...............................................................................................25
Semester A.................................................................................................................25
Semester B.................................................................................................................26
Semester C................................................................................................................27
IX. Pertinent Research......................................................................................................29
X. Creative Brief.................................................................................................................32
X. Appendices....................................................................................................................34
XI. References.....................................................................................................................39
TABLE OF CONTENTS

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We the People Media Group find that this campaign changed the
way we look at bicycle safety. As a team, we now realize the importance
of “Uniting All Wheels.” In this campaign and strived to reach the target
audience of St. Augustine, Fla. local drivers from 35-45. The goal of the
campaign is to impact public behavior in St. Augustine, Fla. in regards to
bike safety, while also revising, concluding and evaluating the success of
the campaign. These objectives include raising awareness in the target
audience, evaluating what the target audience already knows on bicycle
safety and depleting the budget. These three strategies aided us in revising,
concluding and evaluating the One Road Campaign. Using these strategies
will aid in persuading the target market that the required bicycle safety rules
and regulations are important.
For these event strategies, we used the Wednesday Farmer’s Market,
Flagler College (Kenan Plaza) as specific places to host the events. For
social media we used Facebook, Instagram and Twitter for the tactics.
Beach 105.5 was used as the specific tactic for the radio strategy. These
tactics support the strategies, which support the objective, which will
ultimately support the goal. Using these tactics, we surveyed and engaged
with a higher number of St. Augustine, Fla. locals than the measurements
of success suggested. With this campaign we foresee a lessening of bicycle
related vehicular accidents in St. Augustine, Fla. We also foresee that there
will be a greater amount of awareness of the problem that the state currently
has. This campaign will fulfill the goal and will create a better environment
for bicyclist and drivers in this city and the state.
EXECUTIVE SUMMARY

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Florida has the worst bicycle related fatality rates in the nation, according to a study created
by the CDC. The One Road Campaign has made great strides in increasing awareness in the North
Florida area and more recently in the St. Johns County area on bicycle safety. However, there is still
a lack of improvement in bicycle related fatalities in the St. Augustine, Fla. area. This is a prominent
and dangerous problem for areas such as St. Augustine, Fla. as well as for everyone that walks,
drives or rides on the state’s roads. This historic city is tourist-friendly and offers plenty of outdoor
activities. This includes the St. Augustine Bike Rentals, a local business that happens to be number
three on Trip Advisor’s list of outdoor activities in St. Augustine. As far as bicycling goes, this means
that not only are locals riding their bikes around town, but there are tourists who are not as familiar
with the traffic patterns of St. Augustine riding around town on rented bikes, segways, etc.
The consequences that this problem presents include a lack of improvement, as mentioned
above, in bicycle related fatalities. Left unsolved, this problem could then lead to a greater amount of
bicycle related fatalities and this is simply not tolerable. Death due to a lack of awareness of bicycle
safety procedures, or in any case is a sobering though and worthy cause. According to Cindy Barth
in her Florida Sets Tourism Record For First Six Months of 2015 article on BizJournals.com,
Florida had a record amount of tourists in 2015. The bad reputation could then hurt the local econ-
omy, including businesses such as the St. Augustine Bike Rentals shop which thrives on tourism.
Local drivers are an important part of the problem and the solution. They are less likely to know laws
pertaining to bicyclists and are driving in 2-ton vehicles that could easily be dangerous if not informed
of the proper protocol for driving nearby cyclists.
While St. Johns County is not the worst county in Florida when considering bicycle fatalities it
does rank at #19, according to the NewPress.com article by Janine Zeitlin, Florida Bike Crashes: 7
Things That May Shock You. The situation is significant as the One Road Campaign strives to impact
public behavior so that bicycle related fatalities are not as common. Striving to prevent these fatalities
could also prevent a negative impact to Florida’s economy. If tourists and locals alike do not feel safe
enough to bicycle in St. Johns County, or more specifically, St. Augustine, then there will be a nega-
tive impact. To have a positive impact on road safety, specifically when pertaining to bicyclist injuries
and fatalities is the situation that the One Road Campaign faces.
SITUTIONAL ANALYSIS:
PROBLEMS & CONSQUENCES

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STRENGTHS:
PREVIOUS CAMPAIGNS HAVE ALLOWED US TO CREATE A BOTTOM LINE
FOR BENCHMARKING OVERALL EFFECTIVENESS OF THE CAMPAIGN.
PREVIOUS CAMPAIGNS HAVE PROVIDED AN ALREADY
ESTABLISHED CREATIVE THEME.
WEAKNESSES:
LIMITED CAPACITY TO COORDINATE GROUP MEETINGS
DUE TO CONFLICTING SCHEDULES.
CURRENT PREDISPOSITIONS THAT THREATEN THE CAMPAIGN, such as
attitudes in drivers and bicyclists.
OPPORTUNITIES:
THE HIGH VOLUME OF CYCLISTS.
THE VARIETY OF COMMUNITY EVENTS.
A GOOD RELATIONSHIP BETWEEN FLAGLER COLLEGE that will allow
tactics to be carried out such as on-campus events.
THREATS:
UNCONCERNED DRIVERS LEAD TO A LACK OF INVOLVEMENT
AND CONNECTION TO THE CAMPAIGN’S MISSION.
A LACK OF TIME TO COMMUNICATE OUR MISSION TO THE AUDIENCE.
SITUTIONAL ANALYSIS:
SWOT

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THE GOAL FOR THIS CAMPAIGN IS
TO IMPACT PUBLIC BEHAVIOR IN REGARDS TO
BIKE SAFETY IN ST. AUGUSTINE, FLA. WHILE
REVISING, CONCLUDING AND EVALUATING THE
SUCCESS OF THIS CAMPAIGN.
CAMPAIGN POSITIONING STATEMENT:
THE ONE ROAD CAMPAIGN IS POSITIONED AS A
NON-PROFIT ORGANIZATION THAT PROMOTES BIKE SAFETY
AWARENESS IN THE ST. AUGUSTINE, FLA. AREA.
THIS CAMPAIGN WILL PROVIDE A BURST OF AWARENESS
WITHIN THE PRIMARY AND SECONDARY TARGET audiences
concerning the organization’s positioning.
CAMPAIGN GOAL

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THE TARGET AUDIENCES WERE CREATED AFTER
RESEARCHING THE PREVIOUS CAMPAIGNS
AND CONSULTING THE CURRENT SITUATION
ANALYSIS, FOUND ON PAGE 5.
PRIMARY
GEOGRAPHICS:
LIVES IN ST. AUGUSTINE, FLA. YEAR ROUND.
DEMOGRAPHICS:
AGE: 35-45 YEARS OLD
SOCIOECONOMIC: $24,000 - $40,000 PER YEAR.
EDUCATION LEVEL: Has High School Diploma.
SECONDARY
GEOGRAPHICS:
SEASONAL RESIDENTS OF ST. AUGUSTINE, FLA.
DEMOGRAPHICS:
AGE: 18-25 YEARS OLD
SOCIOECONOMIC: $0-$20,000 PER YEAR.
EDUCATIONAL LEVEL: Has High School Diploma
AUDIENCE IDENTIFICATION & MESSAGES:
TARGET MARKET

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PRIMARY TARGET AUDIENCE PROFILES

This is Jeff, he’s a local St. Augustine, FL
businessman with two children and a
Bachelors Degree. He has a lovely wife
named Beth and they are involved with
various charities. Jeff is currently aware of
the high volume of bicyclists in the area, he
just does not understand proper bike
safety regulations.
This is Kendra, she is a bicyclist and is
aware of bike safety. She feels as though
drivers are the problem and the bicyclist
related driving accidents are definitely not
the bicyclists’ fault. Her current perception
of the bicycling community knows the
proper bicycle protocol puts her at a higher
risk when she is driving.
This is Malik, he owns a bike store in St.
Augustine and his finger is on the pulse of
St. Augustine’s bicycling issues. Yet he
does not inform his customers of the
bicycling regulations. He wants to be more
involved with the community and has
maintained good relationships between
both drivers and cyclist. He truly believes
in “Uniting All Wheels.”
AUDIENCE PROFILES

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SECONDARY TARGET AUDIENCE PROFILE

This is Kyle, he’s a sophomore at
Flagler College. He does not own a
vehicle and often walks around town,
both to and from classes. Though
Malik does not own a bicycle, he is
still concerned about his friends who
do ride around town on their bikes.

This is Kelly, she is a waitress on St.
George Street and already has her
Bachelor’s Degree. She rides her bike
to and from work, but does not come
in frequent contact with vehicles. Even
though she does not perceive the risk
as high, she is still aware of the
dangers of riding a bike.
AUDIENCE PROFILES (CONTD.)

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In order to obtain the goal of this campaign the objectives,
strategies and tactics must be obtainable and
relevant to the campaign’s goal:
To impact public behavior in regards to bike safety in
St. Augustine, Fla. while revising, concluding and
evaluating the success of this campaign.
THIS CAMPAIGN INCLUDES THREE OBJECTIVES:
Objective #1
To have an effect on the awareness of drivers in St. Augustine, Fla., ages 35 and up, in order
to increase their comprehension on Florida road safety rules and regulations. This objective
is highly applicable to the goal as the way to impact behavior starts with informing the target
audience on bike safety. The realistic measure of success for this objective will be to engage with
100 St. Augustine, Fla. citizens in six weeks.
Objective #2
To have an effect on the awareness of Flagler College students in order to evaluate and increase
comprehension about vehicle related bicycle accidents in St. Augustine. This objective targets
college students, those who will fill out evaluative surveys and more likely to engage with the
campaign on social media, thus this is relevant to the goal of this campaign. The measurement of
success that this objective has is to engage with 30 Flagler College students
within a six week period.
Objective #3
To conclude the campaign by depleting available resources in a way that reinforces a positive
opinion on bike safety in St. Augustine, Fla. locals. This last objective focuses on concluding the
campaign by using the resources available to complete the goal of impacting behavior concerning
St. Augustine, Fla. drivers and bicyclists by purchasing quality promotional materials. This
objective will be considered a successs if 100 surveys are filled out by St. Augustine, Fla. locals in
six weeks.
AUDIENCE OBJECTIVES

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“To have an effect on the awareness of drivers in St. Augustine, Fla., ages
35 and up, in order to increase their comprehension on Florida road safety
rules and regulations. The realistic measure of success for this objective will
be to engage with 100 St. Augustine, Fla. citizens in six weeks.”
Strategy #1
Public service announcements and radio advertisements will use logic and emotional appeals to
inform and persuade the target audience about the laws of the road concerning bicyclists. The
advertisements will also inform the target audience on the events being hosted.
- Tactics -
Beach 105.5 FM will advertise for two upcoming events with 20 fifteen second spots, as well as air
the PSAs with 180 fifteen second spots. These will air from March 14th to April 21st of 2016.
Flagler College’s 88.5 WFCF will also air PSAs concerning bicycle safety. These will persuade the
target audience to come to the events and to inform them on bicycle safety facts.
Strategy #2
The One Road Campaign will inform the target audience about bicycle safety by using
emotional and logical appeals in the campaign’s social media platforms and website.
- Tactics -
Facebook will feature advertisements for the events while also using sponsored
posts to spread awareness on bicycle safety rules and regulations.
Instagram and Twitter will be used for updating followers on the events and to
share articles, photos and/or posts about bicycle safety.
The OneRoadCampaign.com will be used as a landing site for the various advertisements, radio
and social media ads included. The website will also inform viewers of bicycle safety rules.
Strategy #3
Three events have been planned in order to create a dialogue about bicycle safety awareness and to
evaluate what type of knowledge the target audience currently has about bicycle safety.
- Tactics -
Wednesday Farmer’s Market will host One Road Campaign’s booth for two separate events. These
events will create awareness of bike safety in the local St. Augustine, Fla. residents.
On-Campus Kenan Hall Event will be used to inform Flagler College students (those who drive,
walk or ride to classes) and evaluate the bicycle safety knowledge of this audience.
STRATEGIES & TACTICS:
OBJECTIVE 1

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“To have an effect on the awareness of Flagler College students in order
to evaluate and increase comprehension about vehicle related bicycle
accidents in St. Augustine. The measurement of success that this objective
has is to engage with 30 Flagler College students within a six week period.”
Strategy #1
This strategy will include an on-campus event. This event will open a dialogue between Flagler
College students and the One Road Campaign. The students themselves often walk, drive or
bicycle to classes and are a valuable part of the solution as they are likely to share information
about bicycle safety and can then be more aware of the proper protocol for bicyce safety.
- Tactics -
The Kenan Hall Event will take place on Wednesday from April 6th, from 11 a.m. - 1:30 p.m.
During this event, information pertaining bicycle safety will be dispersed to students and faculty.
Strategy #2
Surveys and personal interviews will be conducted during the on-campus event and will closely
resemble past surveys completed, so there will be a way to evaluate the knowledge of the
participants and compare the success of this campaign with prior campaigns.
- Tactics -
Qualtrics will be used to record the participants answers, though the survey will be taken face-
to-face during the on-campus event. This will provide a quality analysis of the data that can then
be compared to the previous campaigns’ survey results. An evaluation of the success of the entire
campaign is a part of the goal and this tactic/strategy/objective all work towards it.
The Pledge Banner will also be used to keep track of the students that participate and will be a
testament to how many students will be more aware of bicycle safety in their driving.
Strategy #3
The One Road Campaign’s social media platforms will inform students of the up-coming events
and will include advertisements for the events themselves as well as sponsored posts that target
both the primary and secondary target audience. These sponsored posts will have graphics that
pertain to bicyle safety awareness within St. Augustine.
- Tactics -
posts to spread awareness on bicycle safety rules and regulations.
OBJECTIVE 2

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“To conclude the campaign by depleting available resources in a way that
reinforces a positive opinion on bike safety in St. Augustine, Fla. locals.
This objective will be considered a successs if 100 surveys are filled out by
St. Augustine, Fla. locals in six weeks.”
Strategy #1
The events will conclude the campaign by informing and persuading the target audiences to
see that bicycle safety awareness is a relevant civic issue and that they should improve or
continue to drive and/or ride safely in the streets of St. Augustine, Fla.
- Tactics -
Wednesday Farmer’s Market will host One Road Campaign’s booth for two separate events. These
events will create awareness of bike safety in the local St. Augustine, Fla. residents.
On-Campus Kenan Hall Event will be used to inform Flagler College students (those who drive,
walk or ride to classes) and evaluate the bicycle safety knowledge of this audience.
Strategy #2
This strategy combines an incentive with an informational tool by designing and purchasing
merchandise that has bicycle safety rules and regulations on them. Purchasing these materials will
deplete the budget while also contributing to bicycle safety awareness in St. Augustine, Fla.
- Tactics -
One Road Campaign T-Shirts will feature one bike safety rule that encourages people to drive
safe. These t-shirts will also have a Farmer’s Market themed design. 50 t-shirts will be bought.
Postcards will be designed similarly to the Pledge Banner and will be stapled to each t-shirt. These
postcards will feature driver and bicycle safety rules and advice.
Strategy #3
The One Road Campaign will inform the target audience about bicycle safety by using
emotional and logical appeals in the campaign’s social media advertising.
- Tactics -
posts to spread awareness on bicycle safety rules and regulations. These advertisements will be
scheduled at various times depending on target audience, which event they are advertising and
what message they will send. These sponsored posts will deplete a decent amount of the budget
and will provide a steady stream of information on bicycle safety rules.
OBJECTIVE 3

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FIRST WEDNESDAY FARMER’S
MARKET EVENT SET-UP
SCHEDULE:
EVENTS

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FIRST WEDNESDAY FARMER’S MARKET EVENT
Event #1: The Wednesday Farmer’s Market
Date: March 30, 2016
Time: 8 AM – 12 PM
Place: The St. John’s County Pier
Demographic Engaged With:
18 – 55, Male and Female, Local Residents, Middle Class, Cyclists, Drivers
Objectives
To have the patrons sign the pledge banner to drive safely in St. Augustine and to be informed on
various bicycle safety rules and regulations.
Materials
One Road Banner, Helmets, Bike lights, Prize box and One Road T-Shirts
Process: Interact and conduct personal surveys with people who attend The Wednesday Farmer’s
Market at St. Augustine Beach. The Wednesday Farmer’s Market has specific guidelines about
speaking to patrons before they approach the booth. One Road hopes to draw attendees in with
free incentives, as well as with an opportunity to win a bike. Once the person is speaking to a One
Road member, there will be an opportunity to sign the One Road pledge banner, along with play a
game of “Two Truths and A Lie.” The game will include three true facts about bike safety, and the
patron has to say which fact is not true. If the patron guesses correctly, they are able to get a free
t-shirt. They have to play the game in order to win a t-shirt. The One Road team will keep track
of how many people are spoken to, along with their demographics. To track this information, a
member will be fill out a survey based on observation (age range, sex, type of interaction, etc).
SCHEDULE:
EVENTS

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FIRST WEDNESDAY FARMER’S MARKET EVENT
In-Person Interview Questionnaire Findings
The following data has been collected by a random sample of respondents who were in attendance
of the Wednesday Morning Farmers Market located at the Anastasia Island Pier. The method of
collection used was a face-to-face interview style in which we asked a number of respondents
questions based on current Florida bike safety regulations and proper biking procedures. The
results were then tallied based on whether the participant’s response was correct, incorrect or
unsure. The total number of responses vary from question to question due to the limited space
and time for respondents to answer the survey in its entirety. We have identified 5 questions
in particular that are significant areas of concern if we wish to meet the overall objective of
decreasing bicyclist fatalities and increasing proper bike safety knowledge among our target
demographic.
Question #1
According to the Florida State Law is a bicycle considered to be a vehicle?
Question #2
Up to what age are you legally required to wear a helmet in the state of Florida?
Question #3
When riding a bicycle on the road, should you ride with the flow of traffic or against it?
Question #4
How many feet should you leave between a motor-vehicle and a bicycle when passing?
Question #5
How many cyclists are allowed to ride side by side on the roadway?
SCHEDULE:
EVENTS

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Flagler College On-Campus Event
Event #2: Flagler College
Date: April 6, 2016
Time: 9 AM – 12:30 PM
Place: Kenan Hall
Demographics Engages With
18 – 24, Male and Female, Flagler College Students
Objectives
Materials
One Road Banner, Bike, Informational Handouts and Helmets.
Process: Interact with students who attend Flagler College in St. Augustine, Fla. At the school,
One Road will be handing out free bicycle helmets and t-shirts. In order to win a free bicycle,
the student has to fill out the One-Road survey, which will inform One Road about the student’s
general knowledge about the campaign. The One Road team will keep track of how many people
are spoken to, along with their demographics. To track this information, a member will be filling
out a survey based on observation (Age range, sex, type of interaction, etc).
Results Found In Comparative Analysis Section.
SCHEDULE:
EVENTS

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Final Wednesday Farmer’s Market Event
Event #3: The Wednesday Market
Date: April 13th, 2016
Time: 8 AM – 12 PM
Place: The St. John’s County Pier
Demographics
18 – 55, Male and Female, Local Residents, Middle Class, Cyclists, Drivers
Objectives
Materials
One Road Banner, Bicycle, Helmets, Bike lights, Prize box, One Road T-Shirts
Process: Interact with people who attend The Wednesday Market at St. Augustine Beach. The
Wednesday Market has specific guidelines about speaking to patrons before they approach the
booth. One Road hopes to draw attendees in with our helmets and bike lights on display, along
with our opportunity to win a bike.
Why this event stands out from previous market event:
1) The new, limited-time, One Road t-shirts
will be implemented on this date
2) It is the One Road Campaign’s final event.
The One Road team will keep track of how many people are spoken to, along with their
demographics. To track this information, a member will be filling out a survey based on
observation (Age range, sex, type of interaction, etc).
Results Found In Comparative Analysis Section.
SCHEDULE:
EVENTS

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FACEBOOK SCHEDULE & JUSTIFICATION
Facebook is accessed by a number of different people of all ages on laptops, desktop computers,
tablets, cellphones, etc. Because there are so many different audiences on Facebook, posts will be
posted three times a week on various days and times. To start the campaign, posts will be published
sporadically in order to get the followers used to the One Road Campaign’s social media acticivity.
Facebook posts will be on Thursdays at 3 p.m., Fridays at 1 p.m., and Sundays at 3 p.m. According to
Julie Neidlinger in her article, Best Times To Post On Social Media (What 10 Studies Say), a majority
of Facebook posts are published during the workweek with engagement peaking on Thursday and
Friday and falling for posts published Monday through Wednesday with stats falling anytime before
work and after dinner. The optimal time to post is 1 p.m. to get shares and 3 p.m. to get the most clicks.
Facebook posts will be primarily focused on information about upcoming events and bike safety tips.
For example, on Fridays, the specific bike safety tips will be posted in hopes that it gets many shares so
more people become aware of how to safely share the one road we all have to use. To keep track of the
success or failure of the Facebook posts in this campaign, Facebook analytics and Hootsuite will be used
to measure the clicks, shares, likes and reach of the posts and will be monitored closely so adjustments
can be made if necessary.
SCHEDULE:
SOCIAL MEDIA - FACEBOOK

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INSTAGRAM SCHEDULE & JUSTIFICATION
Overall, Instagram is fairly steady with traffic throughout the week because it is primarily looked
at on mobile devices so the network can be accessed at anytime. However, there are slight increases on
Monday and decreases on Sunday. Because of this, Instagram posts will be posted on Mondays at 2 p.m.,
Wednesdays at 9 p.m. and Thursdays at 3 p.m. The best time to post on Instagram is between 2-3 p.m.
and 8-9 p.m. According to Best Times To Post On Social Media (What 10 Studies Say), posting a video on
Instagram at 9 p.m. gets 34% more interaction. The events hosted are on Wednesday, March 30th, April
6th and 13th. To give a reminder beforehand, posts will be executed on the Tuesday before each event
on Instagram at 8 p.m. Posts will include pictures of bicycles at Flagler College, on the beach, and on
roadways. These posts will be reminders of upcoming events, tips and safety measures both
cyclists and motorists should follow, and positive bicycling quotes to make sure
followers don’t get overloaded with bike safety content. To help measure the success or failure of these
posts, Hootsuite will be used to keep track of the analytics and will be monitored closely so the schedule
can be adjusted if need be.
SCHEDULE:
SOCIAL MEDIA - INSTAGRAM

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TWITTER SCHEDULE & JUSTIFICATION
Twitter posts will also be posted twice a week, once on Tuesdays at 12p.m. and once on
Fridays at 5p.m. Times with the highest amount of average engagement are almost inversely
related to the most popular times to tweet. Due to our events on Wednesdays, the twitter posts
on Tuesdays at 12p.m. they will include a reminder about our event on the following day. On
Fridays the twitter post will be either a recap of our event, or facts and tips to remind viewers
about bike safety that are also visually appealing since Friday’s at 5p.m. is one of the most
popular times to tweet.
SCHEDULE:
SOCIAL MEDIA - TWITTER

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In order to effectivley educate our target audience on bike
safety we have divided our budget into nine key areas of focus.
The majority of our budget is allocated for radio spots on 105.5 for a two month
duration beggining in March. In doing so we are able to reach the majority of our
target audience on a frequent basis. The budget has also been utilized in social
media promotions, social channels, in specific, Facebook has becomecommonplace
in the advertising marketplace and has a legitimate potential to connect with the
community on a personal and interactive level. Lastly the budget was used for
hosting events and distributing sponsor gifts. This will allow the campaign to gain
traction through face-to-face interaction with the local community and the active
members of our target audience.
MEDIA ANALYSIS:
TOTAL BUDGET ALLOCATION

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ONE ROAD: A CYCLIST SAFETY CAMPAIGN
DECEMBER 2013
In 2013, The Lions Agency’s “One Road” cyclist safety campaign for the North Florida Bicycle
club sought to address the excessive amount of accidents between cyclists and motorists in Duval
County. The campaign’s main goal was, “To reduce the amount of accidents between motorists and
cyclists within two years in Duval County.”
Budget
Promotional total: $11,245.00
One-Year Total Cost: $137,315.00
Two-Year Total Cost: $274,630.00
Promotion/Social Media Presence
The agency used multiple strategies, including using mass media in order to successfully com-
plete their goal and objectives. The media utilized were billboards, out-of-home advertising, mag-
azines newspapers (print and online), social media, internet/websites, local and national television,
local radio and promotional events.
The social media presence used in the campaign included a Facebook page, Twitter handle, Instagram
account, and YouTube channel. A Hootsuite account was also set up in order to track the progress of
each social media account.
Events
Three events were held in order to encourage safer behavior and share knowledge about stay-
ing safe on the roads. The first event was named, “Kickoff Event and Ride.” In this event, cyclists of
all ages were invited to participate in the first ever “One Road Bike Ride.” The event was held to raise
awareness about cyclist safety. It was held on January 18th, 2014 from 8AM to 12PM at the Metro-
politan Park in Jacksonville. The second event was very similar to the first, and a bike ride was held
on June 21st, 2014 from 8AM to 12PM at the Jacksonville Fishing Pier in Jacksonville, Florida. The
last event was the “NYE Event Booth,” in which One Road was a vendor at the Jacksonville Land-
ing’s New Year’s Eve event. Refreshments and reflective gear were given away at the event, and the
campaign made sure to document the night by posting live photos on Twitter and using the hashtag
#OneRoad2014.
COMPARATIVE ANALYSIS

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DECEMBER 2013 (Continued)
Merchandise
The campaign implemented merchandise items such as t-shirts, biking water bottles, and stick-
er/decals. The merchandise was sold at the One Road booth events, along with their free promotional
events. In order to create knowledge of bicycle rules for young cyclists, colorful posters were imple-
mented as a creative strategy.
Survey Results
Cyclist Data Survey: 101 Respondents (Male: 43%, Female: 57%)
Results:
70% of respondents believe the most important thing you can wear to stay safe on a bike is a helmet
66% of respondents do not wear a helmet when they ride a bike
51% of respondents do not use lights on their bike when riding at night, whereas 37% do.
66% of respondents believe cyclists should have to obey the same rules cars do
Motorist Data Survey: 166 Respondents (Male: 58%, Female: 42%)
Results:
56% of respondents believe that cyclists and drivers can share the roads in harmony.
51% of respondents believed that cyclists should not ride on roads that do not have bike lanes.
35% of respondents correctly knew how many feet you leave between your vehicle and the bicyclist.
76% of respondents believed that motorists should have to learn the rights of cyclists.
__________________________________________________________________________
The One Road Campaign in Spring 2016 has differentiated itself from the December 2013 campaign.
Although similar media strategies were used (Facebook, Instagram, & One Road website), our cam-
paign has been limited due to our budget of $2,000. Also, our campaign’s main goal is to impact
public behavior in regards to safety in St. Augustine, Fla. while revising, concluding, and evaluating
the success of this campaign. Whereas the main purpose of the December 2013 campaign was to get
the campaign started, and was more focused on getting the word out about bicycle safety, while also
making a profit. There are also no results provided in the December 2013 campaign as far as how
many people fully engaged with the campaign (beside surveys).

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2014
The One Road Campaign in 2014 addressed the importance of bike safety in several ways.
Budget
Optimal: Two-year goal of the campaign- $500,000.
Minimum: Two-year goal of the campaign- $150,000.
Primary Research
Primary Research was conducted in order to find better understand the problem behind the
incidents of bicycle/car accidents in Duval County, which included in-depth interviews and cross-sec-
tional surveys. There were a total of 267 survey respondents in Duval and St. Johns County. The Cy-
clist surveys concluded that most cyclists know the laws or are at least aware of them, but do not
seem to value safety or choose to obey these laws. From the motorist results, they concluded that
there is a problem with knowledge of the laws.
Promotional Presence
Billboards were chosen as a part of their media. It was displayed 24 hours a day in several
different locations in Jacksonville, and they also did outdoor advertising on the JTA bus for 24-hour
viewing. CBS outdoor advertising (mall dioramas, digital billboards, and traditional bulletins) in Jack-
sonville’s Avenue’s Mall and St. Johns Town Center, the Acosta Bridge and Arlington Expressway, and
Matthew’s Bridge were also used to increase the chances of reaching consumers commuting to and
from work. Magazine publications were also used as apart of their media. They chose Folio Weekly,
Jacksonville Magazine and The Jacksonville Business Journal.
Social Media Presence/Events
Their goal of social media was to create a personalized feed and message for their target au-
dience and engage consumers to participate in their campaign. This was done through the usage of
Facebook, Twitter, Instagram, and Youtube. They also used Television and Radio advertising.
Their events consisted of the Kickoff Event and Ride, Summer Solstice Ride, NYE Event Booth, One
Spark, and Velofest.
__________________________________________________________________________

Although the One Road Campaign 2014 and 2016 are similar in various ways, there were also
many different media strategies used such as, billboards and bus advertisements. Our campaign had
a limited budget of $2,000, since we were putting this campaign to an end. Their campaign’s goal was
simply just to reduce the amount of accidents between motorists and cyclists. Whereas this was a
little different from our campaign goal, while it was still a part of our goal, it was also to revise, con-
clude, and evaluate the success of this campaign.

28
One Road: Safe Augustine
April 2015
The One Road Campaign in the Spring of 2015 had a variety of ways to engage with people regarding bike safety.
Budget
The team had a budget of $2,000 for the campaign. Their main priority for their phase of the campaign was to
fundraise.
Promotional Presence
For creatives, they produced billboards, radio spots, and theater prescreening advertisements to get the
word out about the One Road Campaign. The billboards were were placed in five different locations in both
Duval and St. Johns County. Multiple radio spots were created and distributed to local Duval and St. Johns
County radio stations such as 97.9 KISS FM, 107.3 JACK FM, 106.9 FM Planet Radio and 88.5 WFCF FM. The
theater prescreening advertisements were created to be seen in Epic Theatres in Duval and St. Johns County.
Since they had a limited budget and spent most of it on creative buys, they were not able to plan for any other
media purchasing.
Primary Research
In their primary research, they conducted a survey of 166 motorists; 58% of them were male respondents
and 42% of them were female respondents. From their findings, only 35% of motorists knew about the three
foot rule and 76% of motorists believe that motorists should have to learn the rights of cyclists. In order to make
more people aware, they aimed to make it their main priority to teach motorists in St. Johns County the three
foot rule. In addition to surveying motorists, they surveyed 101 cyclists; 43% were male respondents and 57%
were female respondents. They found that 70% of people know that the helmet is the most important thing
to wear to stay safe on a bicycle and 66% of people do not wear their helmet when they ride. In addition, they
found that 80% of cyclists feel unsafe when riding their bicycles on the road. In order to make cyclists safer, they
were going to stress the importance of helmet use and work to make road safer for cyclists.
______________________________________________________________________________
Similarly to their campaign, the phase of this campaign in Spring of 2016, the budget was $2,000. A large
portion of this budget was spent on media buys. Half of the budget was spent on radio spots aired on Beach
105.5. $200 was spent on social media event ads and $200 was spent on a social media awareness program. $250
was spent on t-shirts with the three foot rule printed on them to be used as giveaways at the events that were
held. At our first Wednesday Farmer’s Market, 37 people were asked, “How many feet should you leave between
a motor-vehicle and a bicycle when passing”? 3 people answered correctly with three feet, 10 people answered
incorrectly, and 24 people were unsure. At the on campus event, we engaged with 61 students and gave them all
postcards about bike safety.

29
SECONDARY RESEARCH ANALYSIS ON
BIKE SAFETY REGULATIONS IN NORTH FLORIDA
The secondary research compiled for this campaign will allow our marketing team
to effectively identify the key areas of concern in relation to bike safety in North
Florida. The findings play a critical role in the creation and distribution
tactics to meet the campaign objectives.
Method
Secondary data has been collected from various sources including the Pedestrian and Bicycle
Information Center, Florida Pedestrian & Bicycling Resource Center, Florida Department of
Transportation, United States Department of Transportation and The North Florida Transportation
Planning Association.
Analysis
According to data provided from the Pedestrian and Bicycle Information Center; the state of
Florida, more specifically St. Johns County, has the highest rate of bicycle
related deaths in the country. The overwhelming majority of both bicycle related
injuries and deaths, are the result of motor vehicle collisions with the previously
mentioned cyclists. This problem is nothing new and remains a serious issue in North Florida which has
ranked in the top 3 bicycle and pedestrian fatalities since 2011
(Florida Pedestrian & Bicycling Resource Center 2015). The Florida Department of Transportation has
identified 31% of accidents between motor vehicles and cyclists in the year 2013 involved drivers or
bikers being impaired.
The other 69% can be easily avoided with proper education on bike safety
regulations for both the drivers as well as the cyclists. A survey of cyclists done in 2012 by the U.S.
Department of Transportation identified that 83% of respondents who feel they are in danger on
a bicycle relate this fear to motor vehicle speed and distance from the bike lane. Contrary to these
findings a separate study conducted by the FDOT on cyclist/pedestrian fatalities involving motor
vehicles suggested that almost 80% of fatalities over a 3-year span were the fault of the cyclists.
Common mistakes such as improper lighting on bikes and right of way violations were the most
frequently reported causes for bicycle fatalities.
PERTINENT RESEARCH:
BIKE SAFETY REGULATIONS

30
USING INCENTIVES TO FURTHER THE GOAL
Incentives can be used across the board to gain traction from consumers so that it promotes
much more than just a sales. In the case of the One Road Campaign incentives were effectively used to
grab the attention of the public in an effort to gain knowledge about the organization and its viewpoints.
Growing up in a society where the norm has always been that there is nothing truly free anymore was a
concept that the One Road Campaign took into consideration and altered in an attempt to not only grab
the attention of the public but to leave them with a solid viewpoint of the
organization as well. Success was measured in the One Road Campaign by informing people about the
problem (bicycle related accidents) and educating them on how to avoid these accidents.
How many T-Shirts we give out with this info, prizes, informative question and answer, and
surveys are all measurements used by the One Road Campaign. These are a measurement of success
because our organization is both educating and
informing the public on the problem that both bicyclist and motor vehicles have. All in an effort to
avoid any further harm in the community because of proper awareness and education conducted by our
organization. According to Martha White of Time
Magazine when consumers get something for nothing, they respond in a host of
surprising, mostly unconscious ways — and the net result is often that the companies handing out
freebies are rewarded well for their “generosity.” (White, 2013).
Over the 3 Events in which the One Road Campaign hosted multiple free items were offered to
the public to gain traction for the campaign. These free “swag” items included t-shirts, water bottles,
bike helmets, lights, bells, and other bike related
accessories that were donated by the organization’s prior sponsors. Another effective tool used by the
One Road Campaign was incorporating free snacks, waters, and
casual environment setting to gain the attention of the wandering public. Two of the One Road
Campaign’s events were hosted at the Wednesday farmers market at the pier and the last event on the
West Lawn of the Flagler College Campus.
PERTINENT RESEARCH:
INCENTIVES

31
USING INCENTIVES TO FURTHER THE GOAL
At all 3 of these events incentives were used extremely effectively judging off of the amount of
people at the booth, surveyed public, and sign-up sheet information
provided that is in more detail in this report. The biggest incentive that was offered at both of the
farmers market events at the pier were two custom beach cruisers donated from the Bethany Beach
Bike Shop. At both of the Wednesday Farmer’s Market events the two custom bikes were the talk of the
events and generated ample enough
feedback to be effectively measured in this report. The One Road Campaign did a simple free raffle in
which any person that signed up and provided their name, number, and email address would be entered
in chance a chance to win a free custom beach cruiser. At both of the events over 50 people signed up to
try to win a free bike
courtesy of the One Road Campaign.
This is a prime example of how an incentive was properly instituted so that not only did a
particular public leave with a positive outlook on the organization. But with ample knowledge of the
local laws in St. Johns County in regards to bike and road safety tips to take away with them. Incentives
were implemented at an appropriate time to work the crowd in an effort to generate a massive buzz
at each one of the organization’s events. Giving away free stuff in terms of the One Road Campaign
accomplished two major things which include leaving a positive outlook on the community and
educating local St. Johns County residents in an effort to unite all roads.
PERTINENT RESEARCH:
INCENTIVES

32
Creative Theme
The “One Road” Campaign is devoted to increasing bicycle safety awareness in the North Florida and
greater St. Johns area. In doing so, this campaign has the potential to make one of the most dangerous
areas in the United States safer for both cyclists and drivers alike. The ads featured throughout the
campaign are highly focused on an informational appeal in accordance with one of our key objectives to
educate the population on bike safety in North Florida. Each marketing strategy will continue the theme
of education with the desired outcome of improving relations ships between drivers and cyclists in the
targeted geographic audience.
Objective of Creatives
To educate the target audience on bike safety in North Florida to decrease the amount of bicycle/vehicle
related fatalities and injuries.
Campaign Image
The overall image of this campaign is to educate the public on why bike safety in St. Johns County and
in North Florida as a whole is an issue that they should be
concerned about. Similar advocacy campaigns for road safety have focused on either fear appeals such
as campaigns for drinking and driving, while others apply to an
emotional appeal including campaigns like the texting and driving campaign. The
image of this campaign is using a combination of these two strategies to ultimately stimulate the
educational awareness of bike safety. Unlike the previously mentioned campaigns, which are widely
known and understood, the One Road Campaign seeks to improve bike safety by shedding light on
common misconceptions and increase bike safety through knowledge. Although the relationship
between cyclists and drivers does not appear to be friendly, the campaign will minimize the number of
negative interactions between the two. In doing so drivers and cyclists are more likely to
respect proper regulations resulting in a decrease in collisions caused by ignorance
on proper bike safety protocol.
CREATIVE BRIEF
TO CONTINUE TO ENHANCE BIKE SAFETY AWARENESS AND
KNOWLEDGE IN THE NORTH FLORIDA AND ST. JOHNS COUNTY
AREA WHILE SIMULTANEOUSLY BRINGING THE CAMPAIGN
TO AN END FOR THE ONE ROAD CAMPAIGN.

33
Tone
The tone of this campaign is best described as “compassionate.” We want our
primary and secondary target audience to connect with the severe implications of
improper road safety practices that happen far too frequently. The utilization of
compassion and informational materials will compel our target audience to not
only retain the facts but to also act upon the knowledge provided to them through
various events and creatives.
Other Considerations
Mandatories
Tagline
“Uniting All Wheels”
Color Scheme
C: 1 C: 0 C: 82
M: 82 M: 0 M: 57
Y: 99 Y: 0 Y: 9
K: 0 K: 100 K:0
CREATIVE BRIEF

34
APPENDIX A:
SOCIAL MEDIA POST EXAMPLES
FACEBOOK
INSTAGRAM TWITTER

35
This campaign focuses on road safety, especially between bicyclists
and motorists. The end of the campaign is coming soon. In order to get
a burst of awareness and effect driver and bicyclist behavior, the
advertisements will include approximately one road safety tip or will
contain information on upcoming events.
Client: The One Road Campaign, hosted by Flagler College
Writer: Alyssa Kinsey
Radio: 15
Title: “Pssst, 3 Feet”
This script is spoken by a deep-voiced male.
ANNCR: “Pssst. You know what’s safe? Staying 3 feet away from bicyclists when
driving. Think about it: a 2-ton car versus a 15 pound bike. One car, plus
one bike, minus 3 feet? Just do the math. There’s only one road, drive it
safely. For more tips on driving safe, check out oneroadcampaign.com.
Hashtag uniting all wheels.”
Client: The One Road Campaign, hosted by Flagler College
Writer: Alyssa Kinsey
Radio: 15
Title: “Pssst, 3 Feet”
This script is spoken by a happy go-lucky feminine voice.
ANNCR: “Pssst. Want to win a bike? Really? Then come on down to the Wednesday
Market at the St. Johns County Pier on Wednesday, March 30th. Learn
more about Florida road safety with the One Road Campaign and get the
chance to win your very own beach cruiser! For more info on this event,
check out oneoradcampaign.com. Hashtag uniting all wheels.”
APPENDIX B:
RADIO ADVERTISEMENT EXAMPLES

36
ONE ROAD CAMPAIGN T-SHIRTS SPRING 2016
In order to continue to spread awareness and ultimately change the behavior of the One Road
Campaign target audience, we have updated some of the marketing materials to meet their
needs. Given out at our One Road Awareness events, The new One Road Tshirt emphasizes
“uniting all wheels” with a hybrid bike and car wheel. To keep the look and feel consistant, a tint
of One Road Blue is used to relate the shirts back to the one road capaign while updating the
style and asthetic. To offer economical printing, The One Road informational postcard keeps
the design of the website, while offering some updated facts on bicycle and motorist safety. The
postcards and T-shirts will be given away at all of our One Road Awareness community events.
APPENDIX C:
MERCHANDISE - POSTCARDS

37
APPENDIX D:
MERCHANDISE - T-SHIRTS

38
ONE ROAD CAMPAIGN REVISED WEBSITE
SPRING 2016
In alignment with objective #1, the One Road Campaign kept the design of the exisiting One Road
website in order to keep a consistant image with the target audience. However, the Events, Our Team,
Know the Facts, and Home pages have all been updated to reflect current campaign information
and goals. The Events page offers a brief description, location, and pictures from each of our three
Awareness Events. The Our Team page offers the title and a picture of each one of our team members.
Know the Facts has been updated to include our new informational handout that outlines safety facts
for both bicyclists and motorists in a format more appealing to our secondary target audience, college
students. Finally, the Home page has been updated to reflect our current campaign goal.
APPENDIX E:
WEBSITE

39
C. B. Florida sets tourism record for first six months of 2015 - South Florida
Business Journal. Retrieved March 28, 2016, from
http://www.bizjournals.com/southflorida/news/2015/08/19/florida-sets-tourism-record-
for-first-six-months.html
Dewey, J. F., Denslow, D., Lenze, D., Holt, L., & Lotfinia, B. (2003, October 7).
Transportation Issues: Pedestrian Safety. Retrieved from http://www.dot.state.fl.us/
safety/4-Reports/Bike-Ped/FDOT_BC354_44_Ped_rpt.pdf
E. B. (2015, August 30). Florida’s bike death rate highest in nation. Retrieved from
http://www.tbo.com/news/politics/floridas-bike-death-rate-highest-in-nation-20150829/
Julie Neidlinger, J. (2015). Best Times To Post On Social Media (What 10 Studies Say).
Retrieved from http://coschedule.com/blog/best-times-to-post-on-social-media/
J. Z. (2015, March 6). Florida bike crashes: 7 things that may shock you. Retrieved from
http://www.news-press.com/story/news/local/2015/03/06/surprising-facts-flori
da-bike-crashes/24431091/
Manor, T. (2013, November 12). Addressing bicycle safety on St. Johns Co. roads.
Retrieved from http://www.news4jax.com/news/florida/st-johns-county/addressing-bi
cycle-safety-on-st-johns-co-roads
Prevention. (n.d.). Retrieved from http://www.floridahealth.gov/programs-and-services/pre
vention/injury-prevention/links/bicycle-links.html#reports
St. Johns County Bike Map. Retrieved from http://www.northfloridatpo.com/transportation_plan
ning/bicycle_pedestrian/The Top 10 Outdoor Activities in Saint Augustine - TripAdvisor. Retrieved f
rom
https://www.tripadvisor.com/Attractions-g34599-Activities-c61-Saint_Augustine_Florida.html
White, M. C. (2013, June 24). 5 Ways Companies Win by Giving Stuff Away | TIME.com.
Retrieved from http://business.time.com/2013/06/24/5-ways-companies-win-by-giving-stuff-
away/
REFERENCES

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