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Situation:
Texas
Department of Transportation (TxDOT)
estimated losses up to $40 million
annually as a result of Texans
failing or forgetting to register
their vehicles in a timely manner.
Facing the growing pressures of
Statewide budget challenges and cost
reductions, it became clear that TxDOT needed to better understand
the motivations and barriers to
timely registration in hopes of
determining if this funding could be
retrieved.
Challenge:
To educate
Texans and new residents about the
importance of timely registration of their
vehicles and provide positive
encouragement to Texas drivers to
take pride in their state.
How We Helped:
Collaborated with local market
experts providing advertising
expertise (ThinkStreet), media negotiations
strength (The Davis Group) and
analytical research prowess (The Guild Group)
to:
-
Conduct across state qualitative
and quantitative research to
identify root causes of
registration evasion
-
Identify key statewide
grassroots opportunities
-
Develop an
entertaining, comprehensive
bilingual public awareness
education campaign on vehicle
registration compliance
Impact:
In 2006, TxDOT
launched a multi-media campaign,
"Put Texas
in Your Corner", to
educate Texans and new residents
about the importance of registering
their vehicles. As vehicle registration
fees help build and maintain
highways, roads and bridges, promote
traffic safety and more the campaign
encouraged drivers to "Check the
Date, Love Your State, Put Texas in
Your Corner." Within 18 months
the campaign helped increase public
awareness of the issues and reduce
registration evasion by
0.5%, resulting in an increase of
State revenue by $5.6 million
annually. |
