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Paid Media Proposal Information

To Apply

Thank you for your commitment to safety! If you would like to submit your paid media proposal for the 2017-2018 Alert Today Florida funding cycle, please click here. A personalized link to the online application will be emailed to you in approximately 2 business days.

Proposals will be accepted until funds are exhausted. Proposals received by June 16, 2107 will be given priority. We anticipate contracting with agencies in July, to run paid media between August 2017 through May 2018, so please submit your proposal accordingly.

Please note – hard copy proposals will not be accepted this year. Everything must be submitted electronically.

Overview of Alert Today Florida

Alert Today Florida empowers people with the information they need so they can make safer choices while walking, cycling, or driving. Pedestrians and bicyclists, unlike motorists, tend to have specific and routine travel patterns that are for the most part, fairly close to home. Directly engaging them in grassroots campaigns, or encouraging them to consider a message by delivering it from a person or brand they already know, follow, and trust, is often our best opportunity to get them to participate in, or take ownership of their own personal safety, and ultimately, the safety of others.

Improving the Safety of Pedestrians and Bicyclists is a focused initiative of the Florida Department of Transportation (FDOT) in collaboration with Federal Highway Administration, National Highway Traffic Safety Administration, Florida Police Chiefs Association, Florida Sheriff’s Association, Florida Highway Patrol, Florida Emergency Medical Services, Trauma Centers, and many other safety partners and stakeholders. Our campaign “brand” is

The University of South Florida Center for Urban Transportation Research receives funding from FDOT to facilitate media contracts and implementation.

The information below provides an outline of our plan to advance the program through innovative Experiential Marketing strategies.

The Purpose of this campaign is to develop and implement effective state and community level communication that support pedestrian and bicycle safety and high visibility enforcement operations in the top twenty priority counties in Florida in an effort to reduce pedestrians and bicyclists involved in traffic crashes that result in serious injury or fatalities.

The Goals are to increase awareness of pedestrian and bicycle safety issues and to educate pedestrians, bicyclists, and motorists on traffic laws and provide safety tips and information to encourage safer choices on the roadway.

As prudent stewards of this funding, overall cost/return on investment is a determining factor in project selection. In kind contributions will weigh into the return on investment estimation.

One fatality is too many. The goal of this program is to eliminate traffic crashes resulting in pedestrian and bicyclist injuries and fatalities on Florida’s roads.

What we’re looking for in a Community Partner

We are not looking for “Sponsorship” opportunities and we are not looking to just “Buy” media. We are looking for “Community Partners” that care enough about their community that they are willing to be a part of the movement to improve the safety, accessibility, and mobility that we’ve started within this program.

Community Partnership can mean participating in Alert Today Florida events in your area (that are not part of your contracted activities), engaging your foundation or network in promoting Alert Today Florida/Pedestrian and Bicycle Safety, conducting or facilitating key community events that promote Alert Today Florida/Pedestrian and Bicycle Safety, co-branding pedestrian and bicycle safety initiatives, free or no cost advertising (earned media), or even creating PSAs or other materials in coordination with Alert Today Florida, etc.

Alert Today Florida requires all partners, including paid media and sports marketing partners, to invest in community level outreach and education through in kind contributions that support pedestrian and bicycle safety.

What’s Required for your Proposal

An evidence based Communication Plan must be established and submitted with your proposal. The plan must:

  1. Identify the target audiences within each priority county in your reach/DMA
  2. Determine and list only the most effective marketing solutions/media elements for each target audience identified
  3. Identify how the marketing solutions/media elements selected directly relate to and have the ability to reach each identified target audience and influence positive behavioral changes
  4. Identify any culturally diverse content that you may need Alert Today Florida to provide to you to assist in reaching each identified target audience
  5. Identify any existing elements or elements you plan to develop to address key unsafe behaviors of the target audiences identified (Note: Any and all existing or new elements used must be approved by Alert Today Florida prior to production and distribution)
  6. Identify all in kind media elements that will be included

Your proposal should include a breakdown of cost estimates by advertising medium and county.
Note: Media/Marketing outlets will be selected based on the ability to reach identified target audiences in identified priority areas, influence positive traffic safety behavioral changes that directly impact pedestrian and bicyclist safety, and overall cost/return on investment. In kind contributions will weigh into the return on investment estimation.

How Proposals Will be Reviewed

A team consisting of CUTR and FDOT staff will be in charge of reviewing proposals for the 2017-18 Contract cycle.

The review will be data-driven, and Media/Marketing Performance will be measured in three categories:

  1. Outcome Performance Measures relate to the safety goals and objectives established within each contract. These measures are specific to the amount of funds contracted and the value of in kind contributions compared to the overall value of the reach to calculate return on investment.

  2. Behavioral Performance Measures provide a link between specific safety activities and outcomes by assessing whether the activities influenced behavior. These measures pertain to increased awareness, compliance, and reduction in pedestrian and bicycle crashes, fatalities, and serious injuries in Florida.

  3. Activity Performance Measures document and track communication methods and performance to ensure that the target audience was reached appropriately, timely, and effectively as outlined in the contract.

If Selected, What’s Expected During the Course of the Contract

Media/Marketing Reporting Requirements:

  • Media/Marketing partners will provide audience designated market areas, an impact assessment of reach, and an overall analysis of exposure for each media element. Media/Marketing partners will track performance by measuring media reports to actual target audiences outlined in the established communication plan. Percentage of change will be determined by combining the core performance measure evaluations with the impact assessments to insure targets are being met and safety is being improved as a result.

  • Monthly recap reports of all deliverables will be provided to USF/FDOT at the end of every 30 days, including proof-of-performance photos/videos/audio/documentation/analytics/impressions/etc. as applicable.

The Data

Media/Marketing campaigns require the use of data driven approaches, best practices, and market research and analysis, to ensure the delivery of uniform and thorough communication programs that are effective, efficient, equitable, accountable, and reliable.

We are looking for Bold Innovative Strategies that influence targeted high-risk audiences to improve pedestrian and bicyclist safety, so don’t be afraid to be creative in your proposal.

For official crash data, please go to:

Our Priority Counties are as follows: Alachua, Brevard, Broward, Collier, Duval, Escambia, Hillsborough, Lee, Leon, Manatee, Miami-Dade, Monroe, Orange, Pasco, Palm Beach, Pinellas, Polk, Sarasota, Seminole, and Volusia

In Closing

We have many existing resources available at Don’t be afraid to use them. We love consistency, so no need to reinvent the wheel.

If the specific audience you are trying to reach requires a different language, format, etc., don’t be afraid to ask. Our goal is to seek community partners, not just media providers. We love to work with and alongside all partners.

In 2015, 786 pedestrians and bicyclists lost their lives in traffic crashes on Florida’s roadways. They were mothers, fathers, sisters, brothers, friends, and co-workers. The bottom line is, EVERY LIFE COUNTS! Please join us by committing to improve pedestrian and bicycle safety in your community.