Sample Communications Program Checklist Communication Program Event <State> is conducting a statewide, high-visible enforcement effort for three weeks; starting in mid-August through Labor Day. STEP ONE: <State> policy is to enforce .08 BAC laws. STEP TWO: <State> program will provide overtime enforcement over 75% of <state>. STEP THREE: <State’s> year-long communications plan says <state> will use National core HVE message. <State> will, during the program period, reach target audiences (primary and secondary) with sufficient frequency and reach to raise awareness of enforcement activities <State> will, during the program period, improve the perception that motorists will be pulled over/arrested for impaired driving. STEP FOUR: Who are we talking to? <State> primary target is Men 18-34 (based on fatality and arrest data). <State> secondary target is newly arrived Latinos 18-34 (based on fatality and arrest data). <State> has a special emphasis on Men 21-24 in <XX> area based on data. What do we want them to do? Plan ahead and secure alternate transportation if they are going to be drinking/partying. What do we want them to think? Law enforcement is stepping up impaired driving enforcement The chances of being stopped and/or arrested if you drive at a BAC of .08 or higher are greater than ever before What obstacles stand in our way? Target audience mentality that other people shouldn’t drive drunk, but the audience has the skills to do it. Target audience mentality that they know the regular places law enforcement looks for drunk drivers. “I’ll avoid those roads." What resources are available to deliver this communication? <State> has $300,000 for paid media. <State> has 80 staff hours for earned media generation. <State> has 25 staff hours for social media. <State> has 40 staff hours for evaluation. What areas of <state> are we covering? <State> is covering 3 out of 5 Designated Marketing Areas (DMAs). RATIONALE: One DMA does not have overtime enforcement. One DMA has 80% spill to another state and has a low fatality rate according to the latest data. State will run 300 Gross Rating Points(GRPs) on TV and 200 (GRPs) per week in 3 DMAs. This leaves the paid media budget with 17% remaining. 12% of which will be used to target our secondary audience. 5% of paid media will go towards guerilla tactics towards our tertiary audience on the local college campus. <State> has set aside $5,000 for a kick-off event. <State> will issue press releases and sound bytes to every TV and newspaper in the targeted, geographical area. <State> is providing fill-in-the-blank releases, Op-Eds and talking points to 64 partner organizations. STEP FIVE: Evaluation <State> will have 4 communications related questions on its statewide survey. The results were…. <State> will require its advertising/PR firm to present a post-buy analysis. <State> achieved a 95% post and added-value of 36%. The remaining 5% will be applied to the next campaign. <State> will count the hits to its web site. The web had a 14% increase. <State> will track earned media clips. Earned media generated 1,200 articles/viewings with an audience of 780,000. <State> will track social media communications. 16 posts were made about increased enforcement, generating 320 direct comments, 12,250 shares and 8,000 tweets.