1. REAL ID PUBLIC INFORMATION Campaign Overview

2. AGENDA I.Preparation II.The Approach III.Creative Elements IV.Launch

3. Preparation

4. Goal From the RFP: “Educate Florida’s citizens to have their identity documents readily available. Some in this group will need to request documents before securing a REAL ID compliant credential.” “Educate those holding Florida licenses but planning to obtain them AND those immigrants that may have difficulty obtaining required documents.”

5. Complex State Several Major Media Markets 18,600,00 +/- residents Cultural Diversity

6. Integrated Approach Needed Advertising Design Interactive Web Public Relations

7. Complex Information What should the key message be? Who needs to do what? When do they need to do it? Can we decipher this info for the public – -crack the code?

8. Data and Research Were Key! Internal External Perception Expectations

9. Internal No “code” to decipher What are all the specific requirements? What is the timeframe? Who will this impact? Who will need to know first?

10. External What do our customers know? What do they expect? How have they been conditioned over the past few decades? Where could there be confusion?

11. Research “Where do you get your drivers license or identification card?” 58% answered wrong “Where do you get a copy of your birth certificate?” Nearly 60% answered wrong

12. Perception / Fears Do I need to take an exam again? Do I need a new eye exam? (fear / anxiety in senior population) Is that that, “REAL ID” thing? Has the public been primed for our campaign? (+ or -)

13. Expectations By the client, Florida DHSMV By their partners: tax collectors By the public By us

14. Environmental Scan Media monitoring and research Opponents Proponents Social Media (YouTube, Facebook, etc.)

21. PR Preparation Identify reporters Group questions Develop response Get in front of the news Florida specific, with national review

22. The Approach

23. Strategy: 1. DHSMV 2. All State Agencies 3. Partner Organizations 4. Public

24. Year One: Building a REAL Foundation Elements: Brand / Logo Theme Slogans Messages Comprehensive Communications Plan

25. Year One: Building a REAL Foundation Method: Smart Communication Outreach Partnerships Public Service Announcements

26. Year One: Target Audiences Initial: DHSMV Employees County Tax Collectors State Employees Secondary Primary: Florida Citizens Elected Officials Partner Organizations

27. State Agencies

28. Partner Organizations

29. Special Considerations

30. Creative Elements

31. Decision Time How do we brand the new card? The eternal ID vs. DL debate. What is the future role of IDs in Florida? Will REAL ID get a PASS? Messaging Focus.

33. Message Direct call to action. Less than 5 words. Sticky (memorable). Gather your documents. Go to a driver license office. Get your new card.

34. Message Gather. Go. Get.

35. Message Campaign Poster

36. Message Envelope Insert 1.Renewals 2.Utility Bills

37. Message Brochure

38. Message Website

39. Early Results

40. Early Results Publicity (public relations / print) 51 publications 30,000,000 impressions 100% of articles featured “new driver license requirements” message

41. Early Results Television Coverage: 87 news spots Generated over $25,000 in estimated broadcast publicity Reached an audience of 4,340,000

42. Early Results Online Publications: 30 online publication postings 7,386,773 unique visitor impressions Reached an audience of 4,340,000 100% of articles featured “new driver license requirements” message

43. Early Results Website Statistics: More than 521,000 visits 1.5 million page views 85% of visitors are “new” 200,000 people used the checklist to ensure a smooth visit

44. Early Results At the DL / ID office – the “front lines”: Average wait time from Nov and Dec went up 2% Average service time for Nov and Dec went up by 22% Average daily served volume from Nov and Dec went down 25%

45. Contact: Tom Derzypolski, Project Manager tom@bowstern.com

46. www.BowStern.com