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Slide 1: “Going Where They Go!”
Slide 2: Colorado River Highland Lakes - +1 million visitors/year to parks - <90 min. from almost 4 million people -20 minutes from major universities - Open access both public and private
Slide 3: About Nobody’s Waterproof • First-of-its-kind campaign to prevent water fatalities by encouraging target audience to “play it safe” on the water • Interactive, playful outreach resonates with younger target audience and encourages changes in their behaviors and attitudes about water safety • Winner of state, regional and international boating safety and public relations awards in 2007 • Partnership with Texas Parks and Wildlife Department
Slide 4: History Of Water Safety Communications • Focus on enforcement or fear – “BWI=DWI” – “Don’t let your lake party turn into a search party” – Little business support – Public Service Announcements • Males 18-34 continue to drown – Texas 3rd in the Nation for boating fatalities (2007) – 75% of water fatalities drowning – Lake Travis “deadliest in Texas”
Slide 5: Nobody’s Waterproof Campaign Goals • Objectives – Create and launch experiential campaign – reach males 18-34 • Begin to change attitudes and behaviors in measureable way • Leverage fun to engage people in conversations about water safety
Slide 6: Would you approach this crowd? Our goal is to reach: – Men 18-34 who think they are invincible or bulletproof – To engage them in fun conversations or games – Educate and change behavior – Reduce fatalities – Make the water safer and more enjoyable for others
Slide 7: 2006 • Launched in middle of May • 80% media attendance • Professional triathlete delivered message – Not law enforcement – Not “official” • Coverage carried through Memorial weekend 2007 • Partnered with Texas Parks and Wildlife to Launch in Highland Lakes Area • Used “new” Boat and spokesperson Kevin Fowler to garner attention • TPWD held separate launches in other cities in Texas • Coverage carried through Memorial weekend
Slide 8: 2007 Highlights • • Statewide Campaign Campaign Spokesperson Kevin Fowler
Slide 9: Target Audience
Slide 10: Nobody’s Waterproof Boat
Slide 11: On-the-Water Outreach • Cool outreach boat draws attention • Young outreach staff relates to target audience • Trivia and games engage target audience • Premium giveaways promote campaign • Pledge to play it safe reinforces messages
Slide 12: Campaign Promotional Items 2007 Campaign T-shirt Design • T-shirts • Fun noodles • Koozies • Mini beach balls • Temporary tattoos
Slide 13: Summary • Social marketing works • Audience… – What interests them – Who they’ll listen to – Don’t try to do too much • If you like it, you’re probably wrong • It’s not about motive, it’s about results
Slide 14: 2006 Campaign Highlights • 8,000+ face-to-face • 3,555 web visits (Avg. +4 minutes, 2 clicks) • 180 minutes of free air time • 100% of media • Public and elected official support in editorials • Picked up on “party” web sites • Requests from partners for more • Sponsor interest
Slide 15: 2007 Highlights Media Relations Recap Television • Added Value: $86,379 • Impressions: 1,246,242 Print • Added Value: $93,949.45 • Impressions: 262,804 Total Added Value: $180,328.45 That is 3.6 times the campaign budget.
Slide 16: 2007 Highlights Newsworthy Campaign • 20+ stories in print media • 100+ stories and mentions on local TV stations • More then 6,300 visits to the Web site
Slide 17: Life Jacket Wear Rates (%) Lakes Travis & LBJ 2009 2007 0 10 20 30 40 50 All Boaters Non-PWC
Slide 18: Boater Education / Safety Awareness of “Nobody’s Waterproof” Campaign? • 12.4% on Lake Austin – Source: TV & Radio • 28% on Lake Travis – Source: TV & Lake-based Activities • 37% on Lake LBJ – Source: TV & Lake-based Activities
Slide 19: “Going Where They Go!”
Slide 20: STATEWIDE PARTNERSHIP
Slide 21: Another Nobody’s Waterproof Boat
Slide 22: 2007 Statewide Successes • Partnership licensing agreement and MOU • Partnered with water safety coalitions (Houston, Dallas, South-central Texas, Austin) • Focused on major metro areas • Marketing, graphics, news releases, public relations forged
Slide 23: 2007 Statewide Successes • Outreach staff co-trained with LCRA and Environmedia • Boat drivers completed NSBC Close Quarters Handling course • Pre-planned each event with local partners and boat drivers
Slide 24: 2007 Statewide Successes • 6 on-water & shoreline events • 3400 additional impressions • 3 additional live radio remotes • Over 800 in-person surveys
Slide 25: 2007 Statewide Lessons Learned • WEATHER is king! • Keep boat fully staff but not overloaded • Outreach staff personalities and endurance are key factors • Hydration and proper eating habits keep staff ship shape • Game wardens/local marine enforcement positive contacts prior to events • Purchase items well ahead of time
Slide 26: 2008 Statewide Successes • Hired 3 interns • Doubled number of shoreline and on-water events • First river events – highly successful • Winter boat shows – build partnerships prior to summer efforts
Slide 27: 2009 Successes • Team Lead and 2 interns • Lead focused on event preplanning and supervision • Introduced wear rate study at statewide locations (Canyon, Conroe, PK) • Secured bottle water donation • Over 6,600 direct contacts at on-water shoreline and outreach events
Slide 28: 2009 Successes • Teamed up with LCRA on Austin-area lakes • Completed VNR – video news release for promo use • Completed event at paddle craft loaner site during anniversary celebration • New lakes (e.g. Texoma) • Weather and drought provided continued impacts in 2009
Slide 29: QUESTIONS