APPENDIX A:  Connecticut Media Campaign Report From Cronin and Company

4th of July Holiday Campaign

Connecticut has 6 commercial broadcast television stations, 19 daily newspapers, and numerous radio stations.  There are also 24 cable television franchises within the State.  The State can be divided roughly into four media “centers,” including Hartford, New Haven, New London, and Waterbury.  With the exception of Fairfield County, which draws much of its media from New York City, Connecticut’s media markets are isolated from other markets in contiguous States. 

Television
Medium with great capacity to build broad and instantaneous reach to multiple audiences.

• Wrote, designed, and produced two 30-second television spots
• Spots aired for 13 weeks on broadcast and cable television

Radio
Offers reach into the target audience segment with frequency as it tends to “travel” with our audience from room to room, at home, in the car, and at work.

• Wrote and produced one 60-second radio spot
• Spot aired for 15 weeks on 6 stations

Outdoor
Reached out to the audience while in their most relevant environment – their vehicles.

• Wrote, designed, and produced two billboards
• Boards were posted in New London County and the Stamford/Greenwich area

Clear Channel Added Value
Media commitment helped maximize and expand the DWI enforcement message throughout the target audience.

• As part of the Clear Channel Radio package, the following was negotiated and included as added value:  Web banner space on station sites, e-mail blasts, outdoor billboards, PSAs, Safe Rides Program, Dave Matthews Band ticket contest, etc.

Public Relations
Media relations campaign that delivered enforcement message and executed an ongoing publicity campaign that included press kit development and ongoing PR.

• Coordinated and executed kick-off press conference
• Created press material, media lists
• Secured interviews and placements with media

In-Bar Events
Aimed to educate target group, men 21 to 34, on the dangers of driving drunk in a fun, interactive way in their environment – the bar.

• Developed and executed four in-bar events
• Developed and produced in-bar material and giveaways including posters, key chains, dice games, and mouse pads

Web site
Served as the primary destination for individuals seeking information, insight, and knowledge about the issues involved with DWI enforcement, prevention, and education in Connecticut.

• Wrote, designed, and produced a Web site including the following interactive features: Idiot’s Guide, Online Loss Calculator, Legal Trivia Quiz, Impairment Demo, and Animated Interactive Stories
• Wrote and designed one Web banner that appeared on media television and radio station Web sites

Winter Holiday Media Campaign

           PAID MEDIA

The FY 2004 DWI Holiday Campaign was an extension of the 2003 Campaign aimed at:

• Creating the perception of sustained enforcement and supporting heightened enforcement times.
• Building awareness for severe consequences when caught drinking and driving.

It encompassed both paid media (broadcast TV, cable TV, and radio) as well as value-added initiatives that were negotiated on behalf of the Connecticut DOT by Cronin at no additional cost.  Paid media began airing November 14, 2003, and lasted through January 9, 2004.  (The campaign timeframe was extended using the value-added initiatives from October 1, 2003, through January 11, 2004.)

In total, the Holiday Campaign allowed for $447,143 in media at a cost of $136,000.  (A savings of $311,143 was achieved via the negotiated value-added media.)  Below is a breakdown of the media value:  (Note: Values assigned represent the median cost if it were paid for by an advertiser.)

Web site hits during the media campaign totaled 12,318 from October 1, 2003, to January 11, 2004, with an increase during the heavier media timeframe and as the campaign progressed: 1,911 in October; 3,086 in November; 5,434 in December; and 1,887 January 1-11, 2004.

Broadcast Television

• Timing: Fox, CBS:  November 24, 2003 – January 9,  2004 (7 Weeks)
  NBC, ABC, WB, UPN:  December 8, 2003 – January 3, 2004 (4 Weeks)
• Station Mix:  Fox (WTIC), CBS (WFSB), NBC (WVIT), ABC (WTNH), WB (WTXX), UPN (WCTX)
• Program Highlights: Sunday NFL, The Simpsons, That 70s Show, 24, NYPD Blue, UCONN Basketball, WWF Smackdown, According to Jim, Alias, LA Dragnet, Threat Matrix
• Schedule Delivered:
  • 97-percent reach with an average frequency of 6.3
  • 550+ M21-31 Gross Rating Points
  • 170+ 30-second spots
• Value Added: 
  • Cronin was able to negotiate one bonus spot for every paid spot adding significant message frequency to the campaign.
  • FOX61 hosted a UCONN Men’s Basketball ticket giveaway that involved answering a series of DWI questions on the Fox61 Web site.  Contestants were referred to the drink-drive-lose.com Web site as the source for the answers.  The giveaway was promoted via 10-second promotional spots.  It received more than 145 entries. 

Cable Television

• Timing:     November 24, 2003 – January 9, 2004 (7 Weeks)
• Cable Systems:  Comcast, COX, Cable Vision
• Network Highlights:  ESPN, ESPN2, Comedy Central, MTV, FX, TNN, USA
• Schedule Delivered:
  • 3,043+ 30-second spots
• Value Added:
  • Cronin was able to negotiate one bonus spot for every paid spot adding significant message frequency to the campaign.

Radio

• Timing:  November 24, 2003 – January 4, 2004 (6 Weeks)
  • The schedule was concentrated on Thursdays, Fridays, and Saturdays, using the day parts on each station that are most likely to influence the target’s decision about DWI.
• Station Mix:  WHCN, WWYZ, WKSS, WPHH, WPOP AM, WKCI
  • Station mix provided an audience of potential offenders and their sphere of influence: friends, girlfriends, and families.
• Schedule Delivered:
  • 85-percent reach with an average frequency of 20
  • 1,707+ M21-31 Gross Rating Points
  • 1,068+ 60-second spots

VALUE-ADDED MEDIA

Public Service Announcements

• Timing:  November 14, 2003 – January 11, 2004 (9 Weeks)
• Station Mix:  WHCN, WWYZ, WKSS, WPHH, WPOP AM, WKCI
• A bank of 60-second public service announcements aired on all six participating radio stations:
  • Each radio station ran 42 60-second public service announcements per week. 
  • 2,016+ total 60-second spots (336 per station)
  • The “Dream Car” Commercial aired 11/14 – 11/23 and 1/1-1/11.  The “Safe Rides PSA” aired 11/24-12/31.

Web Advertising

• Timing:  October 1, 2003 – January 31, 2004 (18 Weeks)
• Stations:  WHCN, WWYZ, WKSS, WPHH, WPOP AM, WKCI
• The participating radio stations placed a You Drink and Drive. You Lose banner on their Web sites.  The link took viewers to the drink-drive-lose.com Web site.

E-Mail Blasts

• Timing:  December 15, 2003 – January 31, 2004
  • The e-mail blasts occurred during peak holiday times where the target offender was most likely to be DWI; the weeks leading up to the holidays.
  • 12 total blasts
  • Reaching database of 30,000+ members
• Each radio station sent out a Web newsletter to their database of subscribers that included a message about DWI.
• To make the message more appealing, a Killington Ski Weekend Getaway was included in an effort to encourage viewers to click-through to the DWI message and get more information.  The promotion received over 345 entries.

Safe Rides Program

• Cronin and Clear Channel joined with Yellow Cab of Hartford and Metro Taxi of New Haven to provide “Safe Rides” for the public between Thanksgiving and New Year’s Eve, every Friday and Saturday night (6 weeks).
• The public was encouraged to use Safe Rides through the on-air public service announcements that began the week of November 24, 2003.
• Total number of safe rides home provided over the Holiday 2003 Campaign: 
  • 320+ from Yellow Cab in Hartford
  • 250+ from Metro Taxi in New Haven

Safe Rides Message on All Bar/Nightclub Radio Advertising

• Timing:  November 24, 2003 - January 1, 2004
• WKSS, WPHH, and WKCI included a tag on bar and nightclub commercials that encouraged listeners to use the Safe Rides program. The tag read:

  “Clear Channel reminds you to be safe this holiday season, if you’ve had too much to drink, call for a FREE, SAFE, ride home, in Hartford call Yellow Cab at 666-6666 and in New Haven call Metro Taxi at 777-7777.

In-Bar Merchandising/Events

• Stations: WKSS-KISS 95.7 and WPHH-Power 104.1
• Both stations were live on location this holiday season at many bars and nightclubs.  Clear Channel took DWI/Miller Beer merchandising material out to the bars to reinforce the DWI message.
• When appropriate, on-air personalities would include a message about the Safe Rides Program while addressing the crowds.
• Cronin and Clear Channel brainstormed to make the in-bar events more exciting and to bring something new and timely to the target audience:
  • A DWI tent card was set up at the radio station’s promotion tables with information on drink-drive-lose.com Web site along with an entry to win personal chauffer service on New Year’s Eve.
  • Cronin and Clear Channel joined with Premier Limousine to provide limousine service for one winner on New Year’s Eve.  Bar patrons were able to register at the various in-bar events Clear Channel conducted throughout the holidays. 
  • In-Bar Events Calendar – 17 Bar Events:

  Saturday, December 6	WKSS Kiss 95.7	Hippodrome
  Friday, December 12	WKSS Kiss 95.7	Playwright
  Friday, December 12	WPHH Power 104	Longshots
  Saturday, December 13	WPHH Power 104	Bar With No Name
  Saturday, December 13	WKSS Kiss 95.7	Playwright
  Thursday, December 18	WPHH Power 104	Enchanted Garden
  Friday, December 19	WPHH Power 104	Longshots
  Friday, December 19	WKSS Kiss 95.7	Playwright
  Saturday, December 20	WPHH Power 104	Bar With No Name
  Saturday, December 20	WKSS Kiss 95.7	Hippodrome
  Thursday, December 25	WPHH Power 104	Edge Café
  Thursday, December 25	WKSS Kiss 95.7	Bar With No Name
  Friday, December 26	WKSS Kiss 95.7	Playwright
  Saturday, December 27	WPHH Power 104	Bar With No Name
  Saturday, December 27	WKSS Kiss 95.7	Hippodrome
  Wednesday, December 31	WPHH Power 104	Bar With No Name
  Wednesday, December 31	WKSS Kiss 95.7	BLU

• New Year’s Eve: Extra on-air and in-bar mentions were made about both the Safe Rides Program and the drink-drive-lose.com Web site.