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VISION ZERONimra Butt, Allie George, Athanasios Kastritis, Fitore Miftari, Mallika Punwani

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Strategic Approach2

Segmentation

Targeting

Recommendation

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4

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1 Overview

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Agenda

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- In the Winter of 2014, Mayor Bill de Blasio committed New York City to a 10-year goal of zero traffic fatalities

- He believes that all injuries and fatalities are preventable- More than 4,000 New Yorkers are injured and over 250 killed each year due

to traffic accidents- Mayor de Blasio took initiatives to develop strategies to prevent this from

happening- He continues to implement, develop, and improve new initiatives to make

streets safer

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Vision Zero Recap

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Department of Transportation

1. Pilot a left-turn initiative focused on safer left-turn designs - In Progress2. Restrict the use of hands-free mobile devices for City drivers in City

vehicles - Complete3. Expand use of Pedestrian Turn Warning and Collision Avoidance safety

technology - In Progress4. Dusk and Darkness Initiative - Increased patrols to combat low-light

situations and poor driver visibility - In Progress

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Relevant Current Initiatives

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Population Overview

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2014 2015 2016

269 242 193

New York City270

250

230

210

190

2014 2015 2016

Total Number of Traffic Deaths

Percentile Change Over Years

2014 → 2015 2015 → 2016

10% ↓ 20.2% ↓

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Manhattan³ Brooklyn² The Bronx Queens¹ Staten Island

2014 45 83 37 91 11

2015 31 69 42 76 24

Traffic Fatalities By Borough Years 2014 - 2015

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50

75

100

Num

ber o

f Dea

ths

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OBJECTIVES

- Reduce traffic-related deaths in New York City in 2017 by 20% compared to 2016.

- By targeting the commuters who drive to work (2 million daily) to change their behavior and use other means to get to work, we can reduce traffic-related deaths by at least 20% within the next year.

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Logic Behind Segmentation1. Geographic (By Borough)2. Demographic 3. Behavioral 4. Psychographic5. Influencers

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Brooklyn

● Total Population: appx. 2.6 million● Fatalities:

○ 2014: 83 deaths, 31% of deaths overall in NYC○ 2015: 68 deaths, 29% of deaths overall in NYC

● Average Age: 34; The average age of those killed in 2015● 64.7% of residents use public transportation to get to work

○ 19.3% drive

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The Bronx

● Total Population: appx. 1.39 million ● Fatalities:

○ 2014: 37 deaths, 14% of deaths overall in NYC○ 2015: 42 deaths, 17% of deaths overall in NYC

● Average Age: 33; The average age of those killed in 2015 was 45● 62.8% of residents use public transportation to get to work

○ 23.6% drive

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Manhattan

● Total Population: appx. 1.6 million● Fatalities:

○ 2014: 45 deaths, 17% of deaths overall in NYC○ 2015: 31 deaths, 13% of deaths overall in NYC

● Average Age: 36; The average age of those killed in 2015 was 60● 64.3% of residents use public transportation to get to work

○ 6.2% drive

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Queens

● Total population: appx. 2.32 million● Fatalities:

○ 2014: 91 deaths, 33.8% of overall deaths in NYC ○ 2015: 76 deaths, 31.4% of overall deaths in NYC

● Average age: 37; The everage age of those killed in 2015 was 46● 53.6% of residents use public transportation to get to work

○ 32.6% drive

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Staten Island

● Total Population: appx. 473,279● Fatalities:

○ 2014: 11 deaths, 4% of deaths overall in NYC○ 2015: 24 deaths, 10% of deaths overall in NYC

● Average Age: 38; The average age of those killed in 2015 was 43● 29.9% of residents use public transportation to get to work

○ 59% drive

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Daily Commuters Travelling By Car

Elderly Pedestrians

Left-Turning Drivers

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2

315

Top Three Segments

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Geographic Demographic Psychographic Behavioral

Automobile Commuters

Most likely to be from Queens,

Brooklyn, and The Bronx

16-35 year old males

Stressed with a sense of urgency

Spend rush hours driving alone in

their cars

Elderly Pedestrians

Most likely to be in Manhattan,

Brooklyn and Queens

65+

They feel rushed and do not have adequate time to

cross

Have trouble reading signals

Left-Turning Drivers

Most likely to be in Brooklyn, Queens and Manhattan

16+ year old males

They feel more rushed than when making right turns

Speeding

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1 Brooklyn

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Daily Commuters By Car

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3

4

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Queens

The Bronx

Manhattan

Staten Island

19.3% of 2.6 million drive alone = 501,800

32.6% of 2.3 million drive alone = 749,800

23.6% of 1.4 million drive alone = 330,400

6.2% of 1.6 million - drive alone = 99,200

59% of 473,279 drive alone = 279,235

+

=

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1,960,435

Daily drivers

Potential targets

Potential Accidents

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KEY INSIGHTS

1. Total sum of daily car commuters across all five boroughs is 1,960,435

2. Elderly citizens made up 39% of total pedestrian fatalities in NYC in 2014, 49% in 2015

3. Pedestrians and bicyclists are killed by a left-turning vehicle at over three times the rate (19%) of pedestrian and bicyclist by a right-turning vehicle (6%)

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Stakeholder Map

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THE NEW YORK CITY COMMUTE

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● New York City workers spend appx. 50 hours per week either working or commuting, giving them the longest combined workweeks in the nation

● The average New Yorker spends a little over 2 hours more commuting every week as compared to the national average

○ 6 hours and 18 minutes (NYC) vs. 4 hours and 11 minutes (Nat Av.)

● Less well-paid employees typically have the longest commutes

THE NEW YORK CITY COMMUTE

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Daily Commuters By Car: “The Amenables”

Daily Commuters By Car: “The Amenables”

3,627,513

valid drivers licenses in New York City in 2015

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Geographic

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Traveling within the five boroughs of NYC

from Queens, Brooklyn, or The Bronx

Behavioral

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Most spend over one hour in their car each day between the rush hours of 7-10 a.m. and 5-8 p.m. Monday through Friday and have access to a car to drive alone daily.

** 9 out of 10 listen to AM/FM radio while commuting **

+ =

Psychographic

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Commuters have a goal in mind and a sense of urgency; They are either headed to work for a specific time or eager to get home after a long day, most likely fatigued and less alert

- State of minds are extremely susceptible to external factors

Demographic

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Males between the ages of 16-35

years old

Influencers

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Traffic and Weather News AnnouncersEmployers/ColleaguesRoommates/Family members, Car PassengersConstruction WorkersPoliceMechanics

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ISSUES WITH DRIVING

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Emotional Tax Varies daily and impossible to predict

Attention

Health

Financial

Environmental

Dwindles during the workday

Increases in stress & blood pressure

Upkeep, Insuring, Fueling, Parking

Transportation accounts for ⅓ of greenhouse gasses

To Amenable Commuters, switching to public transportation , walking, or biking is the only way to protect their safety while commuting to work during rush hours that offers them health benefits and decreased expenses so that they can enjoy their daily commute and be at their best mentally and physically throughout the workday while contributing to safer NYC streets.33

POSITIONING STATEMENT

“

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LIVE YOUR EMPIRE STATE

OF MIND

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Communication Strategy and Media Channels

Core Message: Live your dream in the Empire State

Billboards Corporate Eblasts

Targeted Facebook Ads

Radio Advertisements

Media Plan

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Jan.30 seconds per hour Monday - Friday from 7 a.m. to 10 a.m. and 5 p.m. To 7 p.m.

Dec.

April Nov.May Dec.

Billboards & Facebook

Radio Advertisements on WLTW - FM 106.7

Billboard and targeted Facebook ads will synchronously run between

mid-April to mid-May and mid-November to mid-December

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Medium Cost

Radio $657,800

Billboards $616,800

Facebook $300,000Celebrity Endorsements $425,400

TOTAL = $2 million

Budgeting

The Alicia Keys Campaign

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Focus on Empire State of Mind (famous song with Jay-Z) stressing that the target is living in the “concrete jungle where dreams are made” and driving is preventing them from reaching their full potential

Encourage Public Transportation: Navigate the concrete jungle like Alicia Keys

Relief from Traffic: Don’t let gridlock hold you back from your Empire State Dream

Increase Bike Ridership: The streets will make you feel brand new - Bike to work!

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SLOGANS

“

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Protect your Empire State of Mind - let go of the wheel

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Anticipated Audience Reactions

Amenables- Less than 35 years old- More likely to change their habits- In the 10 U.S. cities with the most

public transportation, automobile commuting has declined for workers ages 25 to 29 years old

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We strongly believe that if our target segment amends their behavior, traffic fatalities will

decrease by 20% in 2017

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THANK YOU

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Contact

Columbia University School of Professional StudiesM.S. Strategic Communication

nhb2116@columbia.edu

mag2324@columbia.edu

a.kastritis@columbia.edu

f.miftari@columbia.edu

mrp2198@columbia.edu

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Sourceshttp://www.streetsblog.org/2016/09/15/dots-5-year-plan-faster-buses-smarter-parking-5-boro-citi-bike-lots-more/https://project.wnyc.org/traffic-deaths/http://www.vzv.nyc/ https://suburbanstats.org/population/new-york/how-many-people-live-in-bronx-countyhttp://www.nycedc.com/sites/default/files/filemanager/Resources/Economic_Data/borough_update/July_2016_Bronx_Borough_Update.pdfhttp://www.nycedc.com/sites/default/files/filemanager/Resources/Economic_Data/borough_update/May_2016_Manhattan_Borough_Report.pdfhttps://project.wnyc.org/traffic-deaths-2015/#152-ben-jonehttp://www.nycdotplan.nyc/PDF/Strategic-plan-2016.pdf https://goo.gl/ds368Vhttps://project.wnyc.org/traffic-deaths-2015/http://www.nycedc.com/resource/borough-trends-insightshttps://dmv.ny.gov/statistic/2015licinforce-web.pdf http://comptroller.nyc.gov/wp-content/uploads/documents/Longest_Work_Weeks_March_2015.pdfhttp://www.pewsocialtrends.org/2006/08/01/ii-who-likes-to-drive-who-doesnt-and-why/https://www.census.gov/hhes/commuting/files/2014/acs-32.pdfhttps://nycfuture.org/data/fast-city-slow-commute

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Sources Cont.http://www.nycedc.com/blog-entry/new-york-commutehttp://www.sciencedirect.com/science/article/pii/S1369847814001107http://www.streetsblog.org/2011/04/06/new-yorks-car-ownership-rate-is-on-the-rise/http://www.edisonresearch.com/hacking-commuter-code-really-happens-commuters-driving/http://www.mediapost.com/publications/article/274139/90-of-car-commuters-are-listening-to-the-radio.htmlhttps://www1.nyc.gov/site/dca/about/commuter-benefits-FAQs.pagehttp://usj.sagepub.com/content/51/3/526)http://www.nytimes.com/2016/03/01/science/age-when-american-women-have-children.htmlhttp://usa.streetsblog.org/2016/04/25/are-millennials-racing-to-buy-cars-again-nope/http://www.scienceofrelationships.com/home/2014/1/2/longer-commutes-linked-to-higher-likelihood-of-divorce.htmlhttp://fitsmallbusiness.com/how-much-does-facebook-advertising-cost/http://www.lamar.com/NYC/InventoryBrowserhttp://time.com/money/3983717/millennial-car-leasing/http://www.slate.com/blogs/moneybox/2015/08/14/census_commuting_report_young_people_in_cities_are_driving_less_and_biking.html

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Sources Cont.WME, Alicia Keys’ Management Agency Dave Wirtschafter - Contact Information: (310)-285-9000WLTW - FM 106.7 Business and Advertising Representative “Hudson”: 1-844-289-7234

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Photo Sourceshttps://pixabay.com/en/usa-manhattan-new-york-1777986/https://pixabay.com/en/architecture-buildings-city-1866845/https://pixabay.com/en/world-trade-center-new-york-1210003/https://stocksnap.io/photo/KR3ABECS2Ihttps://www.pexels.com/photo/city-road-street-buildings-1440/https://www.pexels.com/photo/new-york-city-city-street-cars-30360/https://www.pexels.com/photo/sky-sunset-landmark-water-37010/https://static.pexels.com/photos/25193/pexels-photo.jpghttps://static.pexels.com/photos/6573/pexels-photo.jpeghttps://pixabay.com/en/usa-new-york-manhattan-1777994/https://static.pexels.com/photos/27031/pexels-photo-27031.jpghttps://static.pexels.com/photos/4097/city-cars-traffic-lights.jpeghttps://static.pexels.com/photos/165888/pexels-photo-165888.jpeghttps://static.pexels.com/photos/23865/pexels-photo.jpg

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Photo Sources Cont.https://static.pexels.com/photos/1300/city-marketing-lights-night.jpghttps://static.pexels.com/photos/2773/city-skyline-skyscrapers-top.jpghttps://static.pexels.com/photos/1188/city-landmark-lights-night.jpghttps://static.pexels.com/photos/35170/pexels-photo.jpghttps://static.pexels.com/photos/2752/city-sunny-people-street.jpg