Marketing Toward Zero Deaths
The first step to improving the nation’s traffic safety culture is to establish a TZD vision with key stakeholders. Once adopted by these stakeholders, the Framework for the National Strategy on Highway Safety will direct the implementation of strategies and tactics that will, in turn, change attitudes and behaviors to reduce traffic fatalities. The Strategic Communication Plan outlines this approach.
About the Strategic Communication Plan
The Strategic Communication Plan for the Framework for the National Strategy on Highway will be a resource for stakeholders (e.g. national organizations, transportation agencies, etc.) to use in supporting their efforts to create a traffic safety culture.
The plan will outline suggested audiences and stakeholders, define goals, objectives, tactics, timelines, milestones and measurement metrics. A key component of the document will be to outline a variety of effective communication tools, including a national brand and a public website to help implement the National Strategy. The intent of the national brand is not to replace current zero-based state campaigns. Rather, it will support current campaigns while providing a consistency for others to develop organizational safety plans.
This mix of communication tools could also include webinars, podcasts, other presentations, newsletter articles, press event plans, news release templates, print and broadcast ads, etc. Methods for evaluation will also be suggested to assist organizations in evaluating and reporting their progress.