“DRIVE”SAFE

BY TEENSAFE

2018 CAMPAIGN

ARI JOHNSON
JENNIFER TAKEDA
KATIA DRESCHKE
GE FEI
 TABLE OF CONTENTS
Executive Summary 2
Background 3
PEST Analysis 4
SWOT Analysis 5
Opportunity Statement 6
Primary & Secondary Audiences 7
Goals & Objectives 8
Key Messages 8
Strategies, Tools & Tactics 9-18
Strategy #1 9-10
Strategy #2 11-14
Strategy #3 15-16
Strategy #4 17-18
Calendar 19
Budget 20
Criteria & Measurements 21
Measurement by Objectives 22
Anticipated Results 22
About DIRE Communications 23
Appendix A 24
Appendix B 25-27
Appendix C 28-29
Appendix D 30-31
Appendix E 32
Resources 33-34
 EXECUTIVE SUMMARY
DIRE Communications will promote national awareness and visibility for the
newest TeenSafe app “Drive,” aimed at preventing distracted driving among teens,
through the “Drive”Safe by TeenSafe Campaign. “Drive” will launch on April 1, 2018
and will allow parents to eliminate their teen’s ability to text or use apps while in
the car, ensuring their teens safety while driving.

After extensive research and completion of a PEST and SWOT analysis, DIRE
Communications has created a full public relations campaign that consolidates
social media interaction, traditional media, and partnerships with driving schools,
secondary schools, and DMVs throughout the United States and Canada.

Our public relations strategy for “Drive”Safe by TeenSafe will be directed toward
our primary and secondary audiences. We will be targeting parents and guardians
of new and existing drivers ages 14-17 throughout the United States and Canada.
Our secondary audiences will consist of driving schools, secondary schools, DMVs,
and mom blogs as they directly influence our target audience.

We will utilize social media platforms, widespread media outreach, a 3-part

video series, as well as promotional items to promote the “Drive”Safe by Teen-
Safe campaign. Our first objective is to generate 10,000,000 impressions on our
“Distracted Driving” video series throughout the campaign ending October 1st.
Our second objective is to Influence 250,000 people to download “Drive” through
the provided link/access code and utilize the app by October 1st. Our third objec-
tive is to increase visibility and educate key publics on “Drive”Safe by TeenSafe by
October 1st.

The campaigns total budget will be roughly $62,000. DIRE Communications will
conduct both formative and summative research to compare campaign statistics,
as well as track media impressions.
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 BACKGROUND
TeenSafe has guided millions of parents in safeguarding their
children from online threats since 2011. TeenSafe embodies a “family
first” attitude and with that provides an all-inclusive subscription
for parents of children between the ages of 7-17, providing smart-
phone monitoring capabilities. TeenSafe Monitor enables parents
to view texts, location, web history and much more. Aiming to de-
crease distracted driving, the TeenSafe Control parent app provides
the ability to pause and schedule app, data and phone usage while
in the car, through the use of Bluetooth technology.

TeenSafe is now rebranding with a center focus on ending teen

smartphone distracted driving, through the new product, “Drive.”
This app will allow parents to remove the ability to text while in
the car. “Drive” will be equipped with real-time speed monitoring,
map location tracking, and vehicle proximity alerts through the use
of Bluetooth technology and a mobile app. Each time a teen gets
into the car, a notification will be sent to the parents phone. Upon
receiving that notification, the parent has the option to control
their teen’s device themselves or have it automatically controlled.
This control encompasses blocking all apps as well as texting how-
ever, it will always allow the teen to make phone calls. The teens
device will return to normal setting functions when they exit the
vehicle.

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 PEST ANALYSIS
Political
• Laws are changing across the US to bring down harsher punishments on teen
drivers.
• If distracted driving kills someone, the driver could be charged with involuntary
manslaughter in many states, including Nevada.
• In all 50 states, distracted drivers who injure someone or cause property
damage could face civil penalties for their carelessness.
Economic
• Distracted driving in the United States costs approximately $175 billion a year.
• Moving violations in many states can affect insurance rates.
• The National Highway Traffic Safety Administration estimates that all highway accidents
represent nearly $1 trillion in economic damages. Distracted drivers are responsible for
at least 17 percent of all highway crashes.
• Real gross domestic product increased at a 2.6% annual rate in the fourth quarter of
2017.
• The economy grew 2.3% in 2017, an acceleration from the 1.5% logged in 2016.
Social
• An AT&T survey revealed that 97 percent of teens said they agree that it is dangerous
to use a cell phone while operating a vehicle. Sadly, 43 percent of teens still text and
drive despite knowing the dangers involved.
• Nearly all teens also believe that they need to respond to a text, or receive a response
within five minutes or less. This may be one issue that is fueling the epidemic of
distracted driving by teens.
• Teen drivers 15 to 19 years old are the age group most at risk for distracted driving
accidents.
• Nine percent of teen drivers 15 to 19 years old are involved in distracted driving
fatalities.
• From 2014 to 2015, statistics show that while impaired driving fatalities increased by a
slight 3.2%, distracted driving fatalities increased by 8.8%.
• Nearly 400,000 people were injured in distracted driving incidents in 2015.

Technological
• In 2016, 87% of teens between ages 14-18 owned a smartphone.
• Development of new apps dedicated to preventing teen smartphone distracted driv-
ing have been prevalent in recent years.
• The growth of social media has allowed for more promotion of safe driving than ever
before across many platforms.

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 SWOT ANALYSIS
Strengths
• Since 2011, TeenSafe has helped millions of parents keep their children safe
• TeenSafe continues to hold a positive brand image and strong media presence by
maintaining a “family first” mentality.
• The TeenSafe blog is a powerful and informative platform created by the experts
of TeenSafe to educate new and existing drivers, parents and teachers on the facts
and statistics of distracted driving.

Weakeness
• “Drive” utilizes the bluetooth feature in vehicles, however not all vehicles have
bluetooth capability.
• There’s currently minimal national awareness of “Drive”.
• Although “Drive” is separate from TeenSafe’s regular monitoring app, it could be
associated with negative stigmas of over-involvement that have been given to
the TeenSafe brand.

Opportunities
• With “Drive”, TeenSafe has the ability to help ease the minds of parents around
the nation, by preventing teens from distracted driving.
• With the positive brand image and strong media presence, TeenSafe has the
opportunity for brand expansion through nationwide media coverage.

Threats
• Economic factors may influence the willingness of parents to purchase “Drive”
compared to other distracted driving apps that are free.
• Parents that overuse the “Drive” app as a way to justify invasion of privacy rather
than for safety purposes.
• Negative perceptions of the app, heard from other parents or teens through word-
of-mouth or online reviews.

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 OPPORTUNITY STATEMENT

With the re-branding of the

newest TeenSafe driving app,
“Drive” has the opportunity to
raise awareness of the harmful
effects of accidents caused by
distracted driving. ”Drive” can help
put parents’ minds at ease when
their child is out on the road.

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 PRIMARY AUDIENCE
Our primary audience will include parents and guardians of new and current
teen drivers (ages 14-17) in the United States and Canada.
• Young adults begin the driving process starting with a learner’s permit as
early as 14 (Canada), because of this parents and guardians of teens between
the ages of 14-17 are the perfect target audience.
• Parents and guardians of new and existing drivers are more willing to utilize
precautionary measures such as “Drive” in order to monitor the safety of their
child.

SECONDARY AUDIENCE
Our secondary audiences will include driving schools and instructors, teachers at
secondary schools, mom blogs, and media.
Driving Instructors and Schools
• Driving instructors and driving schools are the initial step parents utilize when
their kids reach driving age, because of this driving instructors have the abil-
ity to instill the importance of safe driving techniques to their new student
drivers.
Teachers at Secondary Schools
• Teachers at secondary schools have a significant impact on parents of teens
between the ages of 14-17 as teachers are the last mentors that parents utilize
before their teens go to college and become young adults. They can stress the
importance of safe driving among new drivers through the use of class news-
letters as well as distribution of promotional items (pens, pencils, stickers) at
back to school information nights.
Mom Blogs
• Mom blogs have a direct impact on their specific target audience which
directly aligns with the “Drive”Safe by TeenSafe audience. Mom blogs are a
great resource to utilize because all are parents themselves, and are a credible
resource for those seeking parenting advice.
Media
• Media will be utilized to reach our target audiences through traditional and
digital media platforms. In today’s digital market, media is able to reach
audiences both locally and nationally.
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 GOALS & OBJECTIVES
PRIMARY GOAL
Promote national awareness and visibility of the “Drive”Safe by TeenSafe Cam-
paign to prevent distracted driving among teens.

OBJECTIVES
• Generate 10,000,000 impressions on our “Distracted Driving” video series
throughout the campaign ending October 1st.
• Influence 250,000 people to download “Drive” through the provided link/
access code and utilize the app by October 1st.
• Increase visibility and educate key publics of “Drive”Safe by TeenSafe by
October 1st.

KEY MESSAGES
“Drive”Safe by TeenSafe campaign aims to prevent distracted driving among
teens as the safety of your child is priceless.

• Keep the safety of your child in the palm of your hand.

• You can never put a price on your child’s life.
• Safety is the choice you make, “Drive” is the choice you take.

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 STRATEGIES, TOOLS, & TACTICS
STRATEGY ONE
Implement a 3-part video campaign to create momentum for “Drive”Safe by TeenSafe that aims
to educate students, teachers and parents on the harmful effects of distracted driving and
highlight the benefits of “Drive.”

TACTICS
• The video series will launch two weeks after “Drive” launches on April 1st.
• The concept of the first video will be a parallel of two drivers involved in an accident caused
by distracted driving.
• Both drivers are teens, however Teen A’s parents utilize “Drive” and Teen B’s par-
ents do not.
• Because of Drive’s real-time speed monitoring and map location driving, Teen A’s
parents are able to see the Teen’s location at an intersection for a long period of
time and conclude that their teen has been in an accident. On the other hand, Teen
B’s parents are completely clueless as to where their teen is or what has happened.
• Teen A suffered minor injuries and is able to make an emergency phone call to 911
to report the accident and to request an ambulance for Teen B who is unconscious.
• After investigating the accident, the police discover the accident was caused due
to Teen B posting on Instagram stories while driving.
• The concept of the second video will be a promotional video involving teens encouraging
their parents to buy “Drive.”

• The teens leverage the safety features of the app to convince their parents that they
are ready to start driving during the summer.
• The teens inform their parents on important features including real-time speed
monitoring, map location tracking, vehicle proximity alerts using Bluetooth
technology, and the ability to control the teen’s device when in the car. They encour-
age their parents to utilize “Drive” and ensure their parents they will be responsible
and practice safe driving because of the app.

• The concept of the third video will include parents and teens utilizing “Drive” to ensure their
child’s safety when traveling to and from school.

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 STRATEGIES, TOOLS, & TACTICS
• When the teen leaves for school in the morning, the parent monitors their real-time
location and speed, ensuring that the teen is following the speed limit and that they
made it to school safely.
• The parent will also be notified when the teen returns to their car after the school day
and be able to track that the teen made it to their destination safely.
• Provide “Drive” app download URL/Link and download access code [SAFE] to all platforms.

TOOLS
• TeenSafe website
• Youtube (@Teensafe channel and paid advertisement)
• Hulu (paid advertisement)
• Social Media Platforms: Facebook, Twitter, and Instagram

RATIONALE
• Utilizing a video campaign not only allows for an accurate measurement of impressions and
publicity value, it also allows for a widespread digital audience.
• The key importance to the video series is to educate our primary and secondary
audiences of real-life situations created by distracted driving and extend TeenSafe’s brand as
thought-leaders in the distracted driving space.
• By broadcasting the video series as a paid advertisement on Youtube and Hulu, we will be
able to reach the most amount of people in our target audiences in a cost-effective way.

• The cost to air an advertisement on Youtube is only $10,000 for reaching 50,000
people and $10,000 for reaching 40,000 on Hulu. The cost to air a 30-second
primetime commercial is $214,079.
• Overall, YouTube reaches more 18-49 year-olds than any cable network in the US.
• 35-44 – 26%, 45-54 – 16%, 50-64 – 8%, 65+ – 3% (Total 53%)
• Out of the 54 million Hulu users, 33 million users watch with ads.
• 50% of Hulu users are Gen X and older, which are the generations of parents.

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 STRATEGIES, TOOLS, & TACTICS
STRATEGY TWO
By utilizing the widespread media reach of the TeenSafe brand, “Drive”Safe by TeenSafe
Campaign will focus heavily on advertising to news, radio and talk show platforms.

TACTICS
• The “Drive”Safe by TeenSafe message will be broadcast nationwide through various
news, radio and talk show platforms.
• Pitch coverage of the “Drive”Safe by TeenSafe campaign through various press releases,
cold calls, and follow ups to digital and traditional media outlets.
• Provide “Drive” app download URL/Link and download access code [SAFE] to all plat-
forms.

TOOLS
NEWS PLATFORMS

NBC
• NBC News is a division of the American broadcast television network NBC, formerly
known as the National Broadcasting Company. NBC reports on breaking news, videos,
and the latest top stories in world news, business, politics, health and pop culture.
• Overall impressions:
• Facebook: 9.5M Likes, 9.4M Followers
• Instagram (@nbcnews): 1.1M Followers
• Twitter (@NBCNews): 5.86M Followers
• Youtube (@NBCNews): 635K Subscribers
CBS
• CBS News is the news division of American television and radio service CBS. CBS provides
provides breaking news and top stories in business, health, politics, crime, technology,
sports, and entertainment.
• Overall impressions:
• Facebook: 4.5M Likes, 4.5M Followers
• Instagram (@cbsnews): 252K Followers
• Twitter (@CBSNews): 6.43M Followers
• Youtube (@CBSNewsOnline): 575K Subscribers
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 STRATEGIES, TOOLS, & TACTICS
ABC
• ABC News is the news division of the American Broadcasting Company, owned by the Disney
Media Networks division of The Walt Disney Company. ABC News provides breaking national
and world news, broadcast video coverage, exclusive interviews, and the latest top stories in
business, sports, entertainment, and lifestyle.
• Overall impressions:
• Facebook: 12.5M Likes, 12.4M Followers
• Instagram (@abcnews): 983K Followers
• Twitter (@ABC : 13.5M Followers
• Youtube (@ABCnews): 3.2M Subscribers
CTV News Channel
• CTV News Channel is Canada’s 24-hour all-news network. CTV News Channel draws on the
vast resources of Canada’s #1 news organization, CTV News, to deliver breaking news the
second it happens.
• Overall Impressions:
• Facebook (@CTVNewsChannel): 57.8K Likes, 58.5 K Followers
• Instagram (@ctvnews): 105K Followers
• Twitter (@CTVNews): 672K Followers
• Youtube (@CTVNews): 70.9K Subscribers

TALK SHOW PLATFORMS

TODAY Show
• A daily live broadcast provides current domestic and international news, weather reports
and interviews with newsmakers from the worlds of politics, business, media, entertainment
and sports. Additionally, specific segments target specific lifestyle issues.
• Overall impressions:
• Facebook (@today): 6.5M Likes, 6.2M Followers
• Instagram (@todayshow): 1.6M Followers
• Twitter (@TODAYshow): 425.4K Followers
• YouTube (@TODAY): 608K Subscribers
ELLEN
• This talk-variety show features comic Ellen DeGeneres in the studio performing an open-
ing monologue and interviewing guests who include celebrities, newsmakers and ordinary
people with extraordinary talents. Additionally, segments include performances from top
music acts, audience participation and man-on-the-street interviews.
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 STRATEGIES, TOOLS, & TACTICS
• Overall impressions:
Facebook (@ellentv): 29.4M Likes, 28.6M Followers
Instagram (@theellenshow): 51M Followers
Twitter (@TheEllenShow): 76.8M Followers
YouTube (@TheEllenShow): 23M Subscribers
The Social
• Daytime talk series “The Social” brings a fresh perspective on the latest news, pop-culture
topics and lifestyle subjects
• “The Social” offers a completely new format featuring ways for viewers to be socially interac-
tive through comments and feedback on Twitter, Facebook, Instagram, and other social net-
works.
• Overall Impressions:
• Facebook (@thesocialctv): 73.5K Likes, 72K Followers
• Instagram (@thesocialctv): 95.8K Followers
• Twitter (@TheSocialCTV): 117K Followers
• Youtube (@thesocial-topic): 270 Subscribers

RADIO PLATFORMS

NBC News Radio

• NBC News Radio is live for free, broadcasted through iHeartRadio. NBC News is a division of
the American broadcast television network NBC, formerly known as the National Broadcast-
ing Company. NBC reports on breaking news, videos, and the latest top stories in world news,
business, politics, health and pop culture.
• Overall impressions:
• Facebook (@nbcnewsradio): 1.3K likes, 1.3 followers
• Instagram(@Nbcnews): 1.1M followers
• Twitter (@NBCNewsRadio): 4K followers

Fox Sports Radio

• FOX Sports is the umbrella entity representing 21st Century FOX’s wide array of multi-platform
US-based sports assets. Built with brands capable of reaching more than 100 million viewers
in a single weekend, FOX Sports includes ownership and interests in linear television networks,
digital and mobile programming, broadband platforms, multiple web sites, joint-venture busi-
nesses and several licensing partnerships.

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 STRATEGIES, TOOLS, & TACTICS
• Overall Impressions:
• Facebook (@foxsportsradio): 94K Followers, 94K Likes
• Instagram(@foxsports): 625K followers
• Twitter (@FoxSportsRadio): 60.7K followers

CBC Radio One

• CBC Radio One is an English Language news and information radio network, the commer-
cial-free station is owned by Canadian Broadcast Corporation. CBC Radio One offers local and
national programming.
• Overall Impressions
• Facebook (@radiocbc): 142K Likes, 138K Followers
• Instagram (@cbc): 107K Followers
• Twitter (@CBCRadioCanada): 25.1K Subscribers
• Youtube (@CBC/Radio-Canada): 1.1K Subscribers

RATIONALE
• Due to our extensive target audience, we wanted to pitch the “Drive”Safe by TeenSafe cam-
paign through as many platforms as possible.
• By pitching and advertising through news, talk show and radio platforms, we are able to
reach our target audience and demographic. The platforms chosen all generate a wide
spread reach that match our target demographic.

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 STRATEGIES, TOOLS, & TACTICS
STRATEGY THREE
Increase visibility of the “Drive”Safe by TeenSafe campaign through social media platforms.

TACTICS
• Provide “Drive” app download URL/Link and download access code [SAFE] to all platforms.
• TeenSafe has a large Facebook audience, posting 1-2 times per week about the “Drive”Safe by
TeenSafe campaign will help build awareness and adoption of the app.
• Utilizing the newest “Facebook Live” feature, TeenSafe experts will conduct a live Q&A video
answering any and all questions about “Drive,” this will help educate our target audience on
the benefits of the app during the first week of launching.
• Creating a “Drive”Safe by TeenSafe Instagram page (@drivebyteensafe) will help separate the
brand image of the past TeenSafe with the new rebranded image of TeenSafe.
• Implementing 1-2 Instagram posts per week as well as 2-3 Instagram stories about the
“Drive”Safe by TeenSafe and the facts and statistics of distracted driving will help build aware-
ness among our audiences and influence them to become thought-leaders in the distracted
driving space.
• Implementing 1-2 tweets per day with facts and statistics of distracted driving will build
awareness and adoption of the app.
• The 3-part video series will be broadcast throughout all social media platforms.
• Pitching to Mom Blogs for social media and website coverage will allow the campaign to
directly reach the target audience.
•
TOOLS
SOCIAL MEDIA PLATFORMS
• Facebook (@TeenSafe)
• Instagram (@teensafecom) & (@drivebyteensafe)
• Twitter (@TeenSafeCom)
• Youtube (@Teensafe)

MOM BLOGS

Macaroni Kid
• Macaroni Kid publishes weekly local e-newsletters and website features events, activities,
products and places for moms, kids and families.
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 STRATEGIES, TOOLS, & TACTICS
• The Macaroni Kid brand covers 500+ local editions as well as 7 nation editions focused on
travel, wellness, food, & safety.
Instagram (@macaronikid): 9.9K followers
Twitter (@macaronikid): 6.7K Followers

Mommy Poppins
• Written by local parents who love to seek out the coolest, off-the-beaten-track things to
do with kids. Mommy Poppins shares activities that aren’t just pleasant time passers, but
promise enriching experiences for your family.
• Founded in NYC, Mommy Poppins now covers Boston, Connecticut, Long Island, Los Angeles,
New Jersey, Philadelphia, Houston, and Westchester, as well as family travel destinations
around the world.
Instagram (@mommypoppins): 4.3 K followers
Twitter (@mommypoppins): 23.7K Followers

Toronto Teacher Mom

• Written by Elementary French teacher, Diana Mancuso, Toronto Teacher Mom features
articles on her family’s adventures as well as reviews on the latest and greatest family
-friendly products.
Instagram (@torontomom): 2.8K Followers
Twitter (@teachermomoftwo): 18.6 Followers

RATIONALE
• Social media is an up and coming tool utilized by parents to not only monitor their children,
but also the social environment within the parental demographic is evolving towards a
social media driven society.
• The implementation of a social media campaign will build awareness and increase visibility
of the “Drive” app to our key publics.
• By pitching to Mom Blogs, “Drive”Safe by TeenSafe is able to directly reach the target audi-
ence of parents. Most parents trust the opinion of mom bloggers and their large audience
and following will help increase awareness and followers to our social media platforms and
the “Drive” app itself.

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 STRATEGIES, TOOLS, & TACTICS
STRATEGY FOUR
Utilizing promotional items to market to our secondary audiences to influence the adoption of
the “Drive”Safe by TeenSafe campaign.

TACTICS
• Creating a visually captivating informative flyer to distribute to DMVs, driving schools and
secondary schools in Southern California.
• Creating “Drive”Safe by TeenSafe promotional items, including pencils, pens, and stickers to
distribute to our secondary audiences in Southern California.

TOOLS
SOUTHERN CALIFORNIA DMVS
• Santa Monica DMV
• Pasadena DMV
• Los Angeles DMV
• San Clemente DMV

SOUTHERN CALIFORNIA DRIVING SCHOOLS

• LA Driver Education Center
• Westwood Driving School
• Pasadena Driving School
• Varsity Driving Academy-Teen & Adult Driving School

SOUTHERN CALIFORNIA SECONDARY SCHOOLS

• Santa Monica High School
• Los Angeles Center for Enriched Studies
• Rose City High School
• Mira Mesa High School

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 STRATEGIES, TOOLS, & TACTICS
RATIONALE
• Heavily marketing to DMVs, secondary schools and driving schools in the Southern Califor-
nia region is the optimal choice due to the location of the TeenSafe Headquarters and vast
audience each venue can reach.
• Distributing (75) pens/pencils, (250) stickers, (100) flyers per secondary audience location to
distribute amongst faculty can help influence the adoption of the “Drive”Safe by TeenSafe
campaign.

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CALENDAR

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 BUDGET
CAMPAIGN BUDGET
BUDGET COST/UNIT QUANTITY TOTAL AMOUNT

LABOR $25/HR 1,040 TOTAL HOURS* $26,000

VIDEO SERIES
PRODUCTION
$3,200/VIDEO 3 VIDEOS $9,600
YOUTUBE PAID AD $0.20/VIEW 50,000 VIEWS $10,000
HULU PAID AD $25/THOUSAND 40,000 VIEWS $10,000
RADIO AD $1,500/STATION 3 STATIONS $4,500
STICKERS $0.02/STICKER 10,000 STICKERS $200
PENS $0.20/PEN 1,000 PENS $200
PENCILS $0.17/PENCIL 1,000 PENCILS $170
FLYERS $0.07/FLYER 5,000 FLYERS $350
TOTAL BUDGET $61,020
*LABOR HOURS CALCULATED INCLUDING 40 HOURS PER PERSON PER MONTH

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 CRITERIA & MEASUREMENTS
Formative Research
• Monitor and research the baseline social media presence through the mea-
surement of each social media platform including Instagram, Facebook, Twit-
ter, and Youtube.
• Monitor and research the baseline of TeenSafe website viewers/audience
through the measurement of website clicks and impressions.

Summative Research
• Once the campaign is completed, a second measurement of social media plat-
forms will be conducted to compare the amount of insights and impressions
to determine the total increase percentage throughout the campaign.
• A second measurement of website viewers will be conducted to compare the
amount of new website clicks and impressions throughout the campaign.
• A total measurement of URL/access code downloads will be monitored to de-
termine the total number of downloads of “Drive” obtained through campaign
efforts.

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 MEASUREMENT BY OBJECTIVES
Objective One: To generate 10,000,000 impressions on our “Distracted Driving”
video series throughout the campaign ending October 1st.
• This will be measured by monitoring the number of views and likes obtained.

Objective Two: To influence 250,000 people to download “Drive” through the

provided link/ access code and utilize the app by October 1st.
• This will be measured by data analytics monitored through the amount of new
app downloads/ new user subscriptions obtained through the campaign URL/Link
and through the provided access code [SAFE].

Objective Three: To increase visibility and educate key publics of “Drive”Safe by

TeenSafe by October 1st.
• This will be measured by recording follower growth, monitoring social media
usage of likes, comments, tags, and pictures posted starting on April 1st.

ANTICIPATED RESULTS
• Increased awareness of the “Drive”Safe by TeenSafe Campaign.
• Increased adoption of the “Drive” app amongst the target audience.

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 ABOUT DIRE COMMUNICATIONS
Ari Johnson, President
Ari Johnson is currently a student at California
State University, Fullerton working towards her
Communications degree with a concentration in
Public Relations and a minor in Political Science. She
is an active member of the Public Relations Student
Society of America’s Robert E. Rayfield chapter and
member of the Professional Development Committee.
She is currently a Public Relations Assistant at The
ACE Agency.
Katia Dreschke, Account Executive
Katia Dreschke is currently a student at California
State University, Fullerton working toward her
Communications degree with a concentration in
Public Relations. She has gained Public Relations
experience interning with CLD PR and is currently
a Public Relations Intern at The ACE Agency. Her
experience working with the Newport Beach Film
Festival has sparked her interest in pursuing a
career in Event Planning.
Jennifer Takeda, Account Executive
Jennifer Takeda is currently a student at California
State University, Fullerton and is working toward
her Communications degree with a concentration
in Public Relations and a minor in Communication
Studies. She is an active member in the Public
Relations Student Society of America’s Robert E.
Rayfield chapter and is interested in pursuing a
career in Event Planning.
Ge Fei, Account & Financial Executive
Ge Fei is currently a student at California
State University, Fullerton working toward his
Communications degree with a concentration in
Public Relations and Psychology degree. He is an
active member in the Public Relations Student
Society of America’s Robert E. Rayfield chapter
and the treasurer of Chinese Students and Scholars
Association on the Fullerton Campus.
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 APPENDIX A
PHYSICAL PROMOTIONAL ITEMS

PEN SAMPLE

PENCIL SAMPLE

STICKER SAMPLE FLYER SAMPLE

SAFE

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 APPENDIX B
CREATIVE BRIEF
Project Background and Objectives
Since 2011, TeenSafe has helped millions of parents safeguard their children from online
threats. TeenSafe is now rebranding with a center focus on ending teen smartphone
distracted driving through the new product, “Drive”. The app allows parents to remove
the ability to text and use apps while in the car, ensuring their teen’s safety. We plan
to create a 3-part video series that will educate our target audience on the dangers of
distracted driving. Our objective is to influence the adoption of “Drive” among our tar-
get audience and extend TeenSafe’s brand as thought-leaders in the distracted driving
space.

Target Audience
Our primary target audience is parents and guardians of new and current teen
drivers (ages 14-17) in the United States and Canada.

Key Messages
“Drive” can prevent distracted driving and help put parents’ minds at ease when
their child is out on the road.

Deliverables & Format

The video series will be broadcasted across several social media platforms including TeenSafe’s
website, Facebook, Twitter, Instagram, and Youtube. The videos will also play as paid adver-
tisements on Youtube and Hulu.
• TeenSafe website: horizontal videos work better
• Facebook: square or vertical videos work better than horizontal
• Twitter: vertical videos work better
• Instagram: square or vertical videos work better than horizontal

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 APPENDIX B
Deliverables & Format
• Youtube: horizontal videos work better
-30 second paid advertisement
• Hulu: horizontal videos work better
-30 second paid advertisement

Tone of Voice
Informative, Inspirational

Mandatory Elements
• Client logo and campaign name must be included.
• Video 1: A parallel of two drivers involved in an accident caused by distracted driving. Both drivers
are teens, however Teen A’s parents utilize “Drive” and Teen B’s parents do not. Because of Drive’s
real-time speed monitoring and map location driving, Teen A’s parents are able to see the Teen’s
location at an intersection for a long period of time and conclude that their teen has been in an
accident. On the other hand, Teen B’s parents are completely clueless as to where there teen is
and what just happened. Teen A suffered minor injuries and is able to make an emergency phone
call to 911 to report the accident and to request an ambulance for Teen B who is unconscious. Af-
ter investigating the accident, the police discover the accident was caused due to Teen B posting
on Instagram stories while driving.
• Video 2: Promotional video involving teens encouraging their parents to buy “Drive”. The teens
leverage the safety features of the app to convince their parents that they are ready to start
driving during the summer. The teens inform their parents on important features including
real-time speed monitoring, map location tracking, vehicle proximity alerts using Bluetooth tech-
nology, and the ability to control the teen’s device when in the car. They encourage their parents
to utilize “Drive” and ensure their parents they will be responsible and practice safe driving be-
cause of the app.

26
 APPENDIX B
Mandatory Elements

• Video 3: Will include parents and teens utilizing “Drive” to ensure their child’s safety when trav-
eling to and from school. When the teen leaves for school in the morning, the parent monitors
their real-time location and speed, ensuring that the teen is following the speed limit and that
they made it to school safely. The parent will also be notified when the teen returns to their car
after the school day and be able to track that the teen made it to their destination safely.

Timeline

March 24, 2018 Script completion

March 25-31, 2018 Rehearsals
April 1, 2018 Video production begins for videos 1-3
April 7, 2018 Video production wraps for videos 1-3
April 8-12, 2018 Editing of videos
April 16, 2018 Video Series 1 launches
June 18, 2018 Video Series 2 launches
August 20, 2018 Video Series 3 launches

Budget
Video 1: $3,200
Video 2: $3,200
Video 3: $3,200

Total: $9,600

27
 APPENDIX C
MEDIA CONTACT LIST
NEWS STATIONS TALK SHOW
Press Inquiries (NBC) Jennifer Long (TODAY Show)
NBCNewsMediaRelations@nbcuni.com Producer
212-413-6142 jennifer.long@nbcuni.com

Anette Zapata (CBS2) Kat Keeney (TODAY Show)

Executive Producer Producer
adzapata@cbs.com kat.keeney@nbcuni.com
1 (818) 655-2470
Aaron Pinkston (The ELLEN Show)
CBS News (National) Producer
Producer aaron.pinkston@ellentv.com
villarrealm@cbsnews.com
Jessica Carbonneau (The Social)
Tracy Bright (ABC7) Publicist
Producer jessica.carbonneau@bellmedia.ca
tracy.bright@abc.com thesocial@bellmedia.ca

Matthew Garrow (CTV News Channel) RADIO

Director of News, Radio and Sports
matthew.garrow@bellmedia.ca Amanda Dunlap (NBC News Radio)
Digital Sales Director
newsonline@ctv.ca amanda.dunlap@nbcuni.com
newschannel@ctv.ca
Andrew Barron (NBC News Radio)
Director of National Sales
NEWS DESKS andrew.barron@nbcuni.com
KTLA ktla@ktla.com
Fox Sports Radio
CBS kcbstvassignmentdesk@cbs.com presspass@fox.com

ABC NEWS abcnews@abcnews.com Marc Pinchette (CBC Radio One)

Direcetor, PR & Television Promotion
KCAL9 kcalnews@cbs.com Radio-Canada Services
marc.pinchette@radio-canada.ca
FOX11 NEWS news@fox11.com

NBC knbc.desk@nbcuni.com

28
MOM BLOGS
APPENDIX C
Melody Kraemer Nick Schou (OC Weekly)
Macaroni Kid Bloggers Riverside/ Jurupa Valley Blogger Managing Editor
Jessica Wilburn melodyk@macaronikid.com nschou@ocweekly.com
Anaheim Blogger (714) 550-5900
jessicaw@macaronikid.com Karen Danyluk
San Fernando Valley South Blogger Mariel Garza (Los Angeles Times)
Sharon R karend@macaronikid.com Editor
Camarillo Blogger mariel.garza@latimes.com
sharonr@macaronikid.com Annie Y
Santa Ana Blogger Todd Harmonson (Orange County
Griselda Chin anniey@macaronikid.com Register)
Cerritos/Lakewood Blogger Senior Editor
griseldac@macaronikid.com Chanin V tharmonson@scng.com
Santa Monica Blogger (714) 796-2428
Lui Peiwen chaninv@macaronikid.com
Chino/Diamond Bar Blogger Christina Garcia (California Focus
peiwenl@macaronikid.com Hillary Yerkish Magazine)
Yorba Linda Blogger Writer
Angelique S hillaryy@macaronikid.com chrisitina@califocusmag.com
Huntington Beach Blogger
anggeliques@macaronikid.com Joyce Lee Terence Loose (Coast Magazine)
Walnut/ Rowland Heights Blogger Editor at Large
Jeanie Hamamura joycel@macaronikid.com tloose7@gmail.com
Irvine Blogger (714) 796-2414
jeanieh@macaronikid.com Mommy Poppins Bloggers
Stephanie Carbone (Mommy Poppins) Rick Reiff (Orange County Business
Brownyn Velazquez Blogger Journal)
Monterey Park Blogger stephaniec@mommypoppins.com Executive Editor
bronwynv@macaronikid.com rr@ocbj.com
Roberta B (Mommy Poppins LA)
Mimi Chang Blogger Yazmin Alaverez (Inland Empire
Orange/Tustin Blogger la@mommypoppins.com Community Newspaper)
michen@macaronikid.com iecn.yazmin@gmail.com
Toronto Teacher Mom Bloggers
Michelle Do Diana Mancuso Kevin Nakano (LA Observer)
Pomona Blogger Blogger Editor
michelled@macaronikid.com diana@torontoteachermom.com editor@laobserved.com
Winnie Peng ADVERTISEMENTS Mat Hall (Santa Monica Daily Press)
Pomona/Montclair Blogger Percy Leon (Youtube) Editor
winniep@macaronikid.com Content Creator matt@smdp.com
Percyleon155@gmail.com
Janie Duke Debbie Lynn Elias (Santa Monica
Rancho Cucamonga Blogger PRINT Observer)
janieduke@macaronikid.com Annabel Almendrala (Huffington Post) Editor
Writer editor@smobserver.com
Jennifer Lobo annaa@huffingtonpost.com
Redlands Blogger
janieduke@macaronikid.com Matt Ferner (Huffington Post)
Writer
matt.ferner@huffingtonpost.com
29
 APPENDIX D
PRESS RELEASE

FOR IMMEDIATE RELEASE

April 1, 2018

Media Contact:
Katia Dreschke, DIRE Communications
650-315-7634, ​drekat@csu.fullerton.edu

TeenSafe Releases New “Drive” App

The Safety of Your Child is Priceless!

[Santa Monica, Calif.] -​ Keep the safety of your child in the palm of your hand with TeenSafe’s
newest product “Drive.” On April 1, 2018 the TeenSafe brand will be pivoting their emphasis to
promote safe driving with the launch of the new “Drive” app focused primarily on ending teen
smartphone distracted driving. This new ​product will allow parents to eliminate their teen’s ability
to text or use apps while in the car, ensuring their teens safety while driving.

“Drive” will be equipped with real-time speed monitoring, map location tracking, and vehicle
proximity alerts through the use of Bluetooth technology and a mobile app. Each time a teen
gets into the car, a notification will be sent to the parents phone. Upon receiving that notification,
the parent has the option to control their teen’s device themselves or have it automatically
controlled. This control encompasses blocking all apps as well as texting however, it will always
allow the teen to make phone calls. The teens device will return to normal setting functions
when they exit the vehicle.

“Drive”Safe by TeenSafe​ is a campaign launching with the app on April 1st that will utilize
social media platforms, widespread media outreach, a 3-part video series, as well as physical
advertisements in order to promote national awareness and visibility, to prevent distracted
driving among teens.

The implementation of a social media campaign will build awareness and increase visibility of
the “Drive” app to key publics, and by pitching to Mom Blogs ​“Drive”Safe by TeenSafe​ is able
to directly reach the target audience of parents.

The ​“Drive”Safe by TeenSafe​ message will be broadcast nationwide through various news,
radio and talk show platforms. By pitching and advertising through news, talk show and radio
platforms, the campaign is able to reach its target audience and demographics.

30
 APPENDIX D
PRESS RELEASE

The 3-part video series will begin two weeks after “Drive” launches on April 1st detailing the
harmful effects of distracted driving. It will be released on the TeenSafe website, and YouTube
channel, as a YouTube paid advertisement, a Hulu paid advertisement, and on TeenSafe’s
social media platforms. The key importance to the video series is to educate our primary and
secondary audiences of the real-life situations created by distracted driving, highlight the
benefits of “Drive”, and extend TeenSafe’s brand as thought-leaders in the distracted driving
space.

The ​“Drive”Safe by TeenSafe​ campaign will have a visually captivating physical advertisement
in the form of an informative flyer to distribute to DMVs, driving schools and secondary schools
in Southern California. The campaign will also have merchandise items, including pencils, pens,
and stickers to distribute to secondary audiences in Southern California to help influence the
adoption of the ​“Drive”Safe by TeenSafe​ campaign.

For more information on TeenSafe’s new “Drive” app, visit ​https://www.teensafe.com/​.

###

ABOUT TEENSAFE
TeenSafe is a subscription service for parents of children between the ages of 7-17 that
provides smartphone monitoring capabilities. Since 2011, TeenSafe has helped millions of
parents safeguard their children from online threats. ​TeenSafe, “build by parents for parents” is
a proud sponsor of the National PTA and is the “ultimate app for preventing cyberbullying”,
according to NBC.

ABOUT “DRIVE”
TeenSafe’s new “Drive” product will allow parents to eliminate the ability to text while in the car,
affording their teens the freedom to drive while giving parents an active solution to increase the
safety of their teen and others in the vehicle and on the road by reducing the urge to drive
distracted.

ABOUT DIRE COMMUNICATIONS

DIRE Communications is a student run Public Relations Agency created for the California State
University, Fullerton Capstone Course [​Communications 464​] taught by Professor Ken
Hagihara. The mission of DIRE Communications is to build and maintain strong relationships
with clients by providing a Dedicated, Innovative, Reliable and Ethical public relations team.
DIRE Communications strives to create a welcoming environment for creativity, growth, and
effective PR planning.

31
 APPENDIX E
EMAIL PITCH SAMPLE

NEWS/RADIO/MOM BLOGS
Dear [insert name]

Teen drivers 15 to 19 years old are the age group most at risk for distracted driving accidents.
Nearly all teens believe that they need to respond to a text or receive a response within five minutes
or less. This may be one issue that is fueling the epidemic of distracted driving by teens.

TeenSafe--a company that has helped keep millions of teens safe from cyber threats since 2011--is
now rebranding with a center focus on ending teen smartphone distracted driving through the new
product “Drive.” We think you’d find the “Drive”Safe by TeenSafe campaign impactful as many of
your [readers/viewers/listeners] are parents and might have teenagers on the road. An informative
story on “Drive” will undoubtedly give parents comfort in knowing there is a tool that can ensure their
teen’s safety on the road.

I’d love to help you create a story on “Drive”. Ralph Acosta, TeenSafe’s Chief Executive Officer,
would also appreciate the opportunity to speak with you about how “Drive” can help end distracted
driving among teens. Please contact me if you have any questions or to schedule a phone interview
with Mr. Acosta.

Thank you for your consideration!

Best regards,

Jennifer Takeda, DIRE Communications

Public Relations Representative for TeenSafe
Phone: 310-940-0923
E-mail: jennifertakeda@csu.fullerton.edu

32
 RESOURCES
Distracted Driving Statistics
• Att.com (2012).43% of Teens Say they Text & Drive; 77% Say Adults Warn Against Risks; but Text & Drive
‘All the Time’. Retrieved February 22, 2018, from https://www.att.com/gen/press-room?pid=22834&cd-
vn=news&newsarticleid=34435
• Blincoe, L. J., Miller, T. R., Zaloshnja, E., & Lawrence, B. A. (2015). The economic and societal impact of
motor vehicle crashes, 2010. (Revised) (Report No. DOT HS 812 013). Washington, DC: National Highway
Traffic Safety Administration. Retrieved February 23, 2018, from https://crashstats.nhtsa.dot.gov/Api/
Public/ViewPublication/812013
• Emarketer.com. (2016). Teens’ Ownership of Smartphones Has Surged. Retrieved February 22, 2018, from
https://www.emarketer.com/Article/Teens-Ownership-of-Smartphones-Has-Surged/1014161
• National Center for Statistics and Analysis. (2017). Distracted driving 2015. (Traffic Safety Facts Research
Note. Report No. DOT HS 812 381). Washington, DC: National Highway Traffic Safety Administration.
Retrieved February 22, 2018, from https://www.nhtsa.gov/sites/nhtsa.dot.gov/files/documents/812_381_
distracteddriving2015.pdf
• Teens and Distracted Driving: Facts and Statistics. (2017). Retrieved February 23, 2018, from https://www.
teensafe.com/blog/teens-and-distracted-driving-facts-and-statistics/

Promotional Research
• Audience Insights. (n.d.). Retrieved March 03, 2018, from https://www.quantcast.com/nbc.com#/demo-
graphicsCard
• Bichell, R. E. (2016). Average Age Of First-Time Moms Keeps Climbing In The U.S. Retrieved March 03,
2018, from https://www.npr.org/sections/health-shots/2016/01/14/462816458/average-age-of-first-
time-moms-keeps-climbing-in-the-u-s
• Design Your Hex Pencil. (n.d.). Retrieved February 23, 2018, from https://www.pens.com/site/customize/
WHX
• O’Neil-Hart, C., & Blumenstein, H. (2016). The Latest Video Trends: Where Your Audience Is Watch-
ing. Retrieved March 03, 2018, from https://www.thinkwithgoogle.com/consumer-insights/vid-
eo-trends-where-audience-watching/
• Poggi, J. (2016). TV Ad Pricing Chart. Retrieved March 03, 2018, from http://adage.com/article/news/tv-
ad-pricing-chart/305899/
• Press. (n.d.). Retrieved March 03, 2018, from https://www.youtube.com/yt/about/press/
• Printrunner.com. (n.d.). Retrieved February 23, 2018, from https://www.printrunner.com
• Smith, C. (2018). 23 Amazing Hulu Statistics. Retrieved March 03, 2018, from https://expandedramblings.
com/index.php/hulu-statistics/
• U.S. Hulu Plus subscription by generation 2017 | Statistic. (2017). Retrieved March 03, 2018, from https://
www.statista.com/statistics/698181/hulu-plus-subscription-by-age/
• Youtube Company Statistics. (2016). Retrieved March 3, 2018, from https://www.statisticbrain.com/you-
tube-statistics/
• Youtube Statistics - 2018. (2018). Retrieved March 03, 2018, from https://fortunelords.com/youtube-sta-
tistics/

33
 RESOURCES
TeenSafe Social Media
• https://www.teensafe.com/
• https://www.facebook.com/TeenSafe/
• https://www.instagram.com/teensafecom/
• https://twitter.com/teensafecom?lang=en
• https://www.youtube.com/user/Teensafe

News
• https://www.nbc.com/
• https://www.cbs.com/
• http://abcnews.go.com/
• https://www.ctvnews.ca/

Talk Show
• https://www.today.com/
• https://www.ellentube.com/
• https://www.thesocial.ca/

Radio
• https://www.iheart.com/live/nbc-news-radio-6043/
• https://foxsportsradio.iheart.com/
• https://www.cbsnews.com/radio/

Mom Blogs
• http://www.torontoteachermom.com
• https://national.macaronikid.com
• https://mommypoppins.com

34