1 UNF Drive, Jacksonville, Fla.

32224
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Table of Contents

Agency Name...............................................................................................................................................3
Mission Statement...3
Biographies...3,4
Executive Summary.....4,5

Research
SWOT Analysis....6
Client Background.......7
Situation Analysis....7
Audience Analysis....7,8
Secondary Research...8,9
Primary Research..9,10

Proposed Primary Research......10

Objectives and Action Planning

Campaign Goal...10, 11
Campaign Theme and Slogan....11
Objectives, Strategies and Tactics.........11,12,13
Calendar.....13,14, 15
Budget.....16
Evaluation...17
Works Cited..18,19

Agency Name: The Grimmauld Group

Mission Statement
The Grimmauld Group was established in 2000. Co-Founders Darcy Graham and Rebecca Grenci built
the agency on a set of values that reflects their own. The Grimmauld Group values honesty, integrity,
passion, and efficiency. The Grimmauld Group strives for personal and professional integrity.
The Grimmauld Group has a passion for outreach and betterment of the community. We specialize in
non-profit and government organizations. We assist our clients in social media, event planning, awareness, fundraising and executive media training. The Grimmauld Group has been recognized for employing a number of innovative strategies, which pave the way for our clients success.
Our past clients include the Jacksonville Transportation Authority, Duval County Public Schools and the
American Lung Association.
Agency Member Bios
Darcy Graham Biography: Co-Founder of The Grimmauld Group
Darcy Graham has more than 15 years of experience in communications and public relations. She combines creativity and passion with strategic thinking, which benefits her clients as well as her coworkers.

She has a multitude of past experiences in the field. After graduating in communication with a focus in
public relations at the University of North Florida, she worked for 10 years as the head of public relations
at Disney. From there, she went to work on specific campaigns for several non-profit organizations, such
as Big Brothers Big Sisters and the Alzheimers Association. Shortly after, she
and Rebecca Grenci partnered to found The Grimmauld Group.
Rebecca Grenci Biography: Co-Founder of The Grimmauld Group
Rebecca Grenci is a founding partner of The Grimmauld Group. She is a graduate of the University of

North Florida with a bachelors degree in Communication. Rebecca has more than 15 years of experience developing marketing communications programs, building brand equity, and creating interactive experiences that engage customers. She is a regular speaker and participant at conferences on public relations, communications and social media. She regularly conducts social media workshops for a variety of
organizations.
Emma Nestler Biography: Vice President of Event Planning
Emma Nestler is the VP of event planning for The Grimmauld Group. She graduated from the University
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of North Florida with a bachelors degree in Communication. She went on to work for the Florida Theater
where she worked her way up to their special events coordinator before going on to work for
the Broward Center of Performing Arts as its marketing coordinator. Emma is skilled at planning a variety
of events such as fundraisers, galas and conventions. She is a goal-oriented professional with success in
event creation, planning and execution.
Alanna DeGol Biography: Vice President of Communication
After graduating from the University of North Florida in 2017, Alanna DeGol has excelled as a public
servant. For more than 15 years, she held executive positions in agencies across the east coast of the
United States. Her specialties include working with government projects and initiatives. She was the
head of the federal government's Move Over campaign, which was well-received nationwide. Currently,
she succeeds as The Grimmauld Groups VP of Communication.
Chad Craddock Biography: Vice President of Social Media
Chad Craddock is the social media specialist for The Grimmauld Group. After graduating from the University of North Florida in 2017 with a degree in public relations, he managed multiple social media accounts for various businesses in the Jacksonville community. He specializes in platforms such
as Facebook, Instagram and Wordpress, but primarily uses Twitter to reach his targeted audiences in a
condensed yet informative atmosphere. He is extremely organized and puts forth an immeasurable
amount of effort into any project he takes on.

Executive Summary
The Grimmauld Group is excited and honored to have the opportunity to create a campaign for the Florida Department of Transportation and its 511 Travel Information System app. The Florida Department of
Transportation is an integral part of everyday life for Floridians. Although the Florida Department of
Transportations importance cannot be denied, the younger generation of millennials are missing the
benefits of using the FDOT and the 511 Travel Information System app to its full potential.
To bridge the gap between the FDOT and the target audience, The Grimmauld Group has created a strategic campaign to captivate a younger audience. The campaign that will run from September 1 to November 30. It is The Grimmauld Groups intent that the campaign will raise awareness about the FDOT
and 511 Travel Information System app, increase 511 Travel Information System app downloads, and
increase FDOT and 511 Travel Information System social media presence.
The Grimmauld Group has created many events to reach our campaign goals. To raise awareness about
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the app among young adults, we are going to create a known presence at various events that attract our

target audience, such as Art Walk, St. Augustine and the Florida v. Georgia tailgate. We will also reach
out to country super star, Luke Bryan, to create radio advertisements to engage the younger audiences. In an effort to raise awareness about the app, we are going utilize various media outlets to promote
the 511 Travel Information System and heavily emphasize social media presence. To do this, we are going to run a radio advertisement with Luke Bryan, who will be relaying all the pertinent information. We
will also host a networking event for young professionals and employers. During the event, a representative will host a short informational session about the FDOT and the 511 Travel Information System app.
Furthermore, attendees will also download the app to enter a raffle to win a pair of Jaguar season tickets.

To increase social media presence, we will also be hosting a Twitter competition where contestants will
tweet something about the 511 Travel Information System app and use our promotional hashtag: #Go511. The winners will receive eight free races at the Autobahn Indoor Speedway. We will
use Luke Bryan to encourage the audience to follow the various social media pages during advertisements. The Grimmauld Group will also design an infographic using Luke Bryan's picture to promote
the app and social media platforms. We will also be continuously updating Twitter and Facebook to continue to boost social media presence.
In an effort to increase app downloads, we are going to set up a table at UNFs Market Days and offer a
car air freshener for those who download the app. We will also be teaming up with a local business called Hyppo, which serves gourmet popsicles. We will be handing out the popsicles at Jacksonville's Art Walk and St. George Street in St. Augustine. We will also be attending the Florida v. Georgia
tailgate to handout water bottles with promotional information on the label.
All of our campaign objectives, strategies and tactics have been designed to appeal to the millennial audience and increase awareness and app downloads with an approximate budget of $30,000. It is this
campaigns goal to boost the awareness, usage and social media presence of the FDOT and the 511
Travel Information System app. The proposed events are all aimed to attract younger audiences to
#Go511.
The Grimmauld Group would like extend sincere thanks for the opportunity to create a campaign for the
Florida Department of Transportation. We are honored by the opportunity and grateful for your time and
consideration.

Client Background
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Research

SWOT
Strength: The 511 Travel Information System website is very easy to navigate.

Weakness: Social media presence is lacking.

Although the Florida Department of Transportation
is active on Facebook and posts regularly, the
FDOT has few followers. Furthermore, even fewer
interact with the page.

Strength: The FDOT and 511 Travel Information

System have a presence on social media websites,
such as Facebook, Twitter and YouTube.

Weakness: The organization and its content seem

are not generally appealing to an audience of
young adults .

Strength: The FDOT is very transparent regarding

performance. Full performance reports are posted
for public view on the website.

Weakness: The 511 Travel Information System apStrength: The 511 Travel Information System app is p's graphics are dated.
a useful mobile tool that calculates tolls, delivers traffic reports and safety notifications.
Weakness: The 511 Travel Information System app
can be complicated for first-time users.
Strength: The FDOT and 511 Travel Information
System app both have easy-toaccess maps for
public use.
Opportunity: Increase social media presence and
effectiveness.

Threat: Inspiring people to take interest in the

Florida Department of Transportation could be
difficult because people are not generally aware the
Opportunity: Create new and engaging social media app and most people's phones come with a similar
posts in order to interest younger audiences.
app that is already installed.
Opportunity: Reach new audiences, in particular
younger generations.

Threat: There are already apps very similar to the

511 Travel Information System, such as Google
Maps and Apple Maps, that are popularly used.
Convincing people to switch may be difficult because of brand loyalty.

Opportunity: Increase awareness of the organization.

Threat: Funding is controlled by the government

and could decrease.
Threat: Some audiences may associate the Florida
Department of Transportation with the nuisance of
constant construction, and therefore could have a
negative attitude towards it.

The Florida Department of Transportations primary responsibility is to coordinate the planning and development of a safe, viable, and balanced state transportation system serving all regions of the state. Accord-

ing to the FDOTs website its mission statement is, The department will provide a safe transportation system that ensures the mobility of people and goods, enhances economic prosperity and preserves the quality of our environment and communities. The FDOTs vision is to serve the people of Florida by delivering a
transportation system that is fatality and congestion free. The department values integrity, respect, commitment, and trust. Members of the department work as a team are customer driven.
The FDOT is committed to the principle of open government. Most of the departments records are available to the public. The department is committed to the governor's plan for government accountability through
transparency in state contracting, budget, and spending. The FDOTs goal is to provide a safe and secure
transportation system for all users, while improving mobility and connectivity. The department makes transportation decisions that support communities and promote responsible environmental stewardship.
Situation Analysis
When youre on the run getting stuck in traffic is no fun. Most people are unaware that there are easy ways
to avoid it by going 511 when theyre on the run. The Florida Department of Transportation is a government
provided service that is seeking a way to bring awareness to its 511 Travel Information System to young
adults. According to our research, 68 percent of young adults students admit that they only use the built-in
traffic maps on their cell phone, such as Apple Maps. The FDOT wants to create a strong presence on social media and for its service to be used by the target audience
Audience Analysis
The audience we are targeting are young adults ages 18-24 who live in Duval, St. Johns and Nassau county. This age range is considered a part of Generation Y or the Millennials. According to an article
by PrincetonOne, this generation has achieved higher levels of education, know the most about technology
and are informed on many subjects by online sources. According to Demographics Nows Mosaic profiles,
the most translatable profile to our audience is the Striving Single Scene. This profile describes them as
young singles who lead leisurely lives and enjoy entertainment. They are always looking for the best deal
on items and love to go out to concerts and clubs. Theyre very mobile and degree-seeking. They enjoy volunteering, traveling and increasing their fitness level.

According to Demographics Now, Duvals total population is 896,879 with the median age being 36 and the
average income being $64,549. According to the U.S Census Bureau, the total population for ages 18-24
makes up 11.7 percent of the population so that is about 104,934 people. As for educational attainment,
9.4 percent of Duval residents have an associate's degree and 18 percent have a bachelors degree.
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Demographics Now states that Nassaus total population is 76,869 with the media age being 44.1 and the
average income is $78,110. The population for ages 18-24 makes up 7.9 percent of the total population
which equals to about 6,072 people according to the U.S Census Bureau. As for educational attainment,
7.1 percent of Nassau residents have an associate's degree and 13.8 percent have a bachelors degree.
St. Johns total population is 218,368, stated by Demographics Now, with the median age of 43 and
average household income is $97,285. According to the U.S Census, the total population for ages 15-24
makes up 8 percent of the population which equals about 17,469 people. As for educational attainment,
9.3 percent of St. Johns residents have an associate's degree and 28.5 percent have a bachelor's degree.

Secondary Research
FDOT 511 Traveler Information System
The Federal Communications Commission designated 511 as the nationwide telephone number for providing traveler information on July 21, 2000. Since its designation, 38 states have deployed various forms of
511 programs, including Florida. According to the Florida Department of Transportation (FDOT), the 511
Travel Information System offers traffic updates on Floridas toll roads, interstates, and other major roads,
including Florida's Turnpike, Miami-Dade Expressway Authority roads and Orlando-Orange County Ex-

pressway Authority roads.

The 511 Travel Information System offers multiple platforms for users to receive traffic updates that best
suit their lifestyles, including phone calls, a website with personalized services, Twitter accounts, and iPhone and Android mobile apps. According to FDOT, the system features commuter travel times and reports
on crashes, congestion and construction. It also offers 24 hour updates on weather conditions, lane closures and emergency evacuation information. Information is updated on an ongoing basis as incidents occur and situations change on roadways. Travel times are automatically updated every few minutes. Callers
from anywhere in the state can request information by city, county or highway.
The 511 Travel Information System including the phone service, website and mobile apps, received more
than 3.7 million uses in 2014.
According to FDOT, the 511 Travel Information System statewide marketing effort reached 1.1 billion people in 2013. This achievement won FDOT the 2014 Best of Intelligent Transportation Systems (ITS) Award
for Best New Innovative Practice in Outreach from the Intelligent Transportation Society of America (ITS
America).

In 2006, FDOT initiated a survey program to gauge customer satisfaction. This program is conducted every
two years. In August 2014, FDOT implemented a survey to measure the public perception of the 511 Travel Information System . According to FDOT, the survey asked respondents if they would utilize a free service that provided traffic information and 53 percent responded that they would use such a service. This is
a slight increase from the 48 percent in 2012. Overall, 70 percent of survey participants indicated they
would change their route of travel based on information received from 511 Travel Information System . The
511 Travel Information System services that were accessed the most were:
Call in 51 percent
Mobile App 21 percent
Website 18 percent
Personalized/Social Media 10 percent
According to FDOT, the department feels confident that the right amount of information is being provided
and getting the word out about what 511 Travel Information System has to offer continues to be important.
Primary Research
The Grimmauld Group conducted a survey in the beginning of February to better understand our target audiences needs when using traffic maps. We yielded results mostly from people in Duval county 18-24
years old of which 81 percent were female and 19 percent were male. We learned that 95 percent of survey participants own a car, and 73 percent self-reported driving between six and seven days per week. In
order to better understand the best way to reach young adults, we also asked what form of social media
they used most and 40 percent selected Facebook. With this information, we plan on updating our Facebook in order to make it more appealing to millennials.

Question One: What are you looking for in a traffic app?

Seventeen percent of responders said GPS, 26 percent of responders said fastest route technology,
four percent of responders said crash alerts, one percent of responders said weather alerts and 52
percent of responders said all of the above.
Question Two: Do you use in-phone map apps (i.e. Apple Maps) or downloadable apps (i.e. Waze/Google
Maps)
Sixty-eight percent of responders said they used in-phone maps and 32 percent of responders said
they downloaded third-party applications.
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Question Three: Do you own a car?

Ninety-five percent of responders said yes and five percent of responders said no.
Question Four: How often do you drive a week?
Thirteen percent of responders said between one and three days a week, 13 percent of responders
said between four and five days a week and 73 percent of responders said between six and seven
days a week.
Question Five: Would you or do you already use a traffic app?
Seventy-seven percent of responders said yes and 23 percent of responders said no.
Question Six: How many miles do you drive a day?
Forty-four percent of responders said 10-20 miles a day, 27 percent of responders said between
one and 10 miles a day, 18 percent of responders said 30-40 miles a day, seven percent of
responders said 50 or more miles a day and four percent said zero miles.
Question Seven: What is your most used form of social media?
41 percent of responders said Facebook, 12 percent of responders said Twitter, 24 percent of
responders said Snapchat and 25 percent of responders said Instagram.

Proposed Primary Research

Should this agency obtain this account, we would organize several focus groups with our target audience,
which is younger members of the community in Duval, Nassau and St. Johns counties. During the focus
groups we would ask about the audiences knowledge, attitudes and usage of FDOT and the 511 Travel
Information System .
We would also conduct more widespread and in-depth surveys by sending surveyors directly to the target
audience. Surveyors would be sent to local colleges and universities, such as University of North Florida,
Jacksonville University, Florida State College at Jacksonville and Flagler College. The surveys
would gauge participants knowledge and interest about FDOT and the 511 Travel Information System as
well as providing necessary information pertaining to the campaign.

Objectives and Action Planning

Campaign Goal
The average American spends 42 hours a year in traffic, according to a study by the Texas A&M
Transportation Institute. The 511 Traveler Information System arms its users with valuable information
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about traffic, weather conditions, construction, crashes and more. Our goal is to enlighten young adults
within Duval, St. Johns and Nassau counties about the 511 Travel Information System. With $30,000 to

spend, we hope to aid FDOT in promoting the 511 Travel Information System service to a younger audience. With our campaign, young adults will learn to dial 511 when theyre on the run.
Campaign Theme/Slogan
The overall campaign goal is to enlighten young adults in the area about 511 Travel Information System.
Jacksonville is the largest city by land mass in the United States. We plan to use everything that this great
city has to offer by teaming up with local businesses and events to promote 511 Travel Information System. Life as a millennial in this vast city is hectic and our campaign goal is to encourage young adults to
Go 511 when youre on the run! #Go511
Objective One: To raise awareness about the 511 Travel Information System among young adults
by 10 percent by November 30.
Strategy: According to our research, our target audience enjoys staying social by attending events such as
collegiate sports and concerts. With this in mind, we will create a known presence at various events to
spread the word about the services offered by the FDOT.

Tactic One: We will partner with the sports programs at the University of North Florida, Jacksonville University and Flagler College, who will use admittance wristbands with our 511 Travel Information System
logo printed on them from September 1 to September 30. At the University of North Florida we will be utilizing the wristbands at the home soccer games. At Jacksonville University we will be utilizing the wristbands at the home football games. At Flagler College we will be utilizing the wristbands at the home soccer games.
Tactic Two: During the Florida v. Georgia tailgate, we will utilize promotional marketing by handing out free
water bottles with koozies that will have information about the campaign. We chose this event because a
large amount of our target audience attends every year. It is held in Downtown Jacksonville so it is in a
convenient location for our audience to attend. There is always a short supply of water and we will use this
to our advantage and hand out our promotional materials. We will have team members spread throughout
the tailgates.
Tactic Three: We will be hosting a networking event for local young professionals and local businesses at
EverBank Field. The event will be promoting the 511 Travel Information System app. The event will be catered and will give young professionals a chance to network. There will also be guest speakers from FDOT
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to promote the app. We will be giving out promotional pens and notepads that the students can use while
the guest speaker is talking. When the young professionals attend the networking event, they will be auto-

matically entered into a contest to win a pair of Jacksonville Jaguars season tickets. According to our research, this will attract more young students to attend our event because they enjoy going out to events
such as football games. We will be printing out flyers to promote the event and we will be handing them
out at our other promotional events such as UNF Market Days.
Objective Two: To increase 511 Travel Information System social media presence by 20 percent by
November 30.
Strategy: We will utilize various media outlets to promote the 511 Travel Information System and heavily
emphasize our presence on social media because we are making an effort to reach a younger audience.
According to the demographic information we gathered about our audience, Facebook is the primary
method of communication. Utilizing Facebook will help ensure the information reaches our target audience.
Tactic One: In an effort to engage a younger audience we will be partnering with country superstar Luke
Bryan, who agreed to endorse the FDOT and the 511 Travel Information System app because of his personal connection to traffic accidents with the untimely death of his older sister. He appeals to the target
audience and has a strong influence among young adults. We will create infographics, featuring Luke
Bryan, to post on all social media outlets. The infographics will feature information about the 511 Travel
Information System , testimonials from users of the system, and Luke Bryan encouraging people to download the app and follow our various social media pages. By doing this, we will be reaching our target audience and promoting our partnership with the FDOT and the 511 Travel Information System .
Tactic Two: We will be updating the current Facebook page to promote the services 511 Travel Information System offers and to bring awareness to the system. We will be posting promotional infographics

and we will be posting when we will be at various promotional events, such as handing out popsicles in St.
Augustine.
Tactic Three: We will raffle off eight free races for five different people at Autobahn Indoor Speedway. In
order to be entered into the raffle, participants have to tweet about the 511 Travel Information System app
and use our promotional hashtag, #Go511. We will hold the raffle five different times on Twitter and the
winners will be randomly selected. We decided to utilize Autobahn because our target audience likes to try
fun, new things. The speedway is in a convenient location and relates to the overall theme of the campaign.
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Objective Three: To increase 511 Travel Information System app downloads by 15 percent by November 30.
Strategy: In order to increase the popularity of the 511 Travel Information System app, we aim to heighten
the amount of app downloads because that is the outlet our targeted audience uses most to retrieve information.
Tactic One: During Market Wednesdays at UNF we will offer a promotion to encourage students to download the app by offering a free 511 Travel Information System car air freshener if they download the app at

our table or prove that the service is already downloaded on their phone. The car air freshener the 511
Travel Information System logo, slogan and social media websites. We will attend Market Days twice a
month for the length of the campaign.
Tactic Two: We will have Luke Bryan record 30 second advertisements, promoting the 511 Travel Information System app. We will run the advertisements on radio stations 99.9 WGNE, 99.1 WQIK and 97.9
KISS twice a day for 30 days. During the ad, Luke Bryan will encourage listeners to download the app and
Go 511 When Youre on the Run.
Tactic Three: We will be teaming up with a local business, Hyppo Popsicles, to hand out popsicles around
St. Augustine and in downtown Jacksonville during Art Walk again utilizing promotional marketing. The
wrapper will have the campaign slogan and FDOT information. In order to receive a popsicle, the public will
have to show that they have downloaded the app. We will be using popsicles because our campaign starts
in September when it is still hot outside and according to our research the target audience enjoys leisurely
lifestyles and receiving free things. Handing out promotional popsicles is a fun way to get the message out
to Go 511 When Youre on the Run.
Calendar
Week of Aug 29
Campaign starts 9/1
Social media kick off 9/1
Spinnaker Radio Ads 9/1- 9/4
Passing out event flyers at UNF 9/1
Week of Sept 5
Airing radio ads featuring Luke Bryan 9/5 - 9/9
Spinnaker Radio Ads 9/5 - 9/11
Tabling at UNF Market Days 9/7
Promote networking event 9/7
Art Walk passing out Hyppo Popsicles 9/7
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Passing out event flyers at JU 9/8

Wristband promotion at UNF mens soccer game 9/9

Week of Sept 12
Airing radio ads featuring Luke Bryan 9/12 - 9/16
Spinnaker Radio Ads 9/12 - 9/18
Wristband promotion at Flagler Colleges mens soccer game 9/12
Tabling at UNF Market Days 9/14
Promote networking event 9/14
Passing out event flyers at Flagler College 9/15
Week of Sept 19
Air radio ads featuring Luke Bryan 9/19 - 9/23
Spinnaker Radio Ads 9/19 - 9/25
Wristband promotion at Flagler Colleges mens soccer game 9/19
Tabling at UNF Market Days 9/21
Promote networking event 9/21
Passing out event flyers at UNF 9/23
Week of Sept 26
Air radio ads featuring Luke Bryan 9/26 - 9/30
Spinnaker Radio Ads 9/26 - 10/2
Wristband promotion at Flagler Colleges mens soccer game 9/26
Wristband promotion at UNF mens soccer game 9/27
Tabling at UNF Market Days 9/28
Promote networking event 9/28
Passing out event flyers at JU 9/29
Week of Oct 3
Air radio ads featuring Luke Bryan 10/3 - 10/7
Spinnaker Radio Ads 10/3 - 10/6
Wristband promotion at JU football game 10/3
Social media contest 10/4
Art Walk passing out Hyppo Popsicles 10/5
Passing out event flyers at Flagler College 10/6
Networking event at EverBank Stadium 10/7
Week of Oct 10
Air radio ads featuring Luke Bryan 10/10 - 10/15
Spinnaker Radio Ads 10/10 - 10/16
Wristband promotion at UNF mens soccer game 10/10
Wristband promotion at Flagler Colleges mens soccer game 10/10
Wristband promotion at JU football game 10/10
Social media contest 10/11
Week of Oct 17
Spinnaker Radio Ads 10/17 - 10/23
Wristband promotion at UNF mens soccer game 10/17
Wristband promotion at Flagler Colleges mens soccer game 10/17
Wristband promotion at JU football game 10/17
Social media contest 10/18
Wristband promotion at Flagler Colleges mens soccer game 10/20
Week of Oct 24
Spinnaker Radio Ads 10/17 - 10/23
Florida v. Georgia game guerrilla marketing with koozies 10/29

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Week of Oct 31
Spinnaker Radio Ads 10/31 - 11/6
Wristband promotion at UNF mens soccer game 10/31
Social media contest 11/1
Art Walk passing out Hyppo Popsicles 11/2
Wristband promotion at Flagler Colleges mens soccer game 11/3
Week of Nov 7
Wristband promotion at UNF mens soccer game 11/7
Wristband promotion at JU football game 11/7
St. Augustine passing out Hyppo Popsicles 11/11
Spinnaker Radio Ads 11/7 - 11/13
Week of Nov 14
Wristband promotion at UNF mens soccer game 11/14
Spinnaker Radio Ads 11/14 - 11/20
Social media contest 11/15
Week of Nov 21
Wristband promotion at JU football game 11/21
Tabling at UNF Market Days 11/23
St. Augustine passing out Hyppo Popsicles 11/25
Spinnaker Radio Ads 11/21 - 11/27
Week of Nov 28
Spinnaker Radio Ads 11/28 - 11/30
Tabling at UNF Market Days 11/30
Campaign ends 11/30

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Budget
Florida v. Georgia Tailgate
$1,050.00

Customized water bottles (1000)

Custom koozies (1000)

$380.00

Parking

$100.00

Rolling Coolers (x8)

$400.00

St. Augustine
$2,000.00

Hyppo Popsicles (500)

$105.00

Stickers (500)

Art Walk
$3,000.00

Hyppo Popsicles (750)

$225.00

Stickers (750)

UNF Market Days

Car air freshener (500)

$800.00

Koozies (500)

$190.00

UNF Table Fee ($30 per day x6)

$180.00

Social Media Event

$500.00

AutoBahn Indoor Speedway (8 free races [x5])

Radio Advertisement
Public radio ads on three stations (2 per day for 30 days)
99.9 WGNE (20 ads)

$1,300.00

99.1 WQIK (20 ads)

$1,300.00

97.9 KISS FM (20 ads)

$1,300.00

Spinnaker (2 per day for 91 days)

$1,247.00

Sporting Games
$710.00

Wristbands (30,000)

Networking Event
Jags Season Tickets (Two sets of two tickets)

$2,376.00

EverBank Stadium

$7,000.00

Catering 350 @ 9.95/person

$3,500.00

Decorations

$1,000.00

Promotional Items
500 pens

$300.00

500 pads of paper

$300.00

Flyers
$685.00

Flyers promotion our networking event (5,000)

$29,948.00

Total

$5,000.00

Agency Fee
Campaign Total

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$34,948.00

Evaluation
For all of the evaluations, we will be using Google Analytics to measure our outcome.
Objective One: To raise awareness about the 511 Travel Information System among young adults by 10
percent by November 30. Our tactics for our first objective involve us handing out promotional items such
as koozies and wristbands at various events where there will be a large population of millennials. We also
will be having a networking event for young professionals. We will then evaluate these tactics by looking to
see how many people downloaded the app, visited the website or Facebook page and used the 511 Travel
Information System up to a week after each event.
Objective Two: To increase 511 Travel Information System social media presence by a 20 percent by November 30. To evaluate our tactics under the second objective, we will be monitoring the
new Facebook page to see how many visits and follows we will receive after each new post we make. We
will also be looking to see how many tweets are created for the Twitter challenge and how many new followers we will get when the challenge is over.
Objective Three: To increase 511 Travel Information System app downloads by 15 percent by November
30. Since our tactics require the public to download the app at our table or in St. Augustine, we will measure how many people kept the app downloaded after the end of the campaign. We will also be measuring
our follower count on our Facebook and Twitter everyday after the radio advertisements.

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Autobahn Indoor Speedway. (n.d.) Retrieved March 28, 2016, from
http://www.autobahnspeed.com/jacksonville-fl-indoor-go-karts/pricing-and-specials/
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