APPROACH
We began by enhancing the branding, particularly the institutional looking logo with a more contemporary, appealing design. We then extended the branding through a distinct photo treatment used in promotional material and added to the online training, which had been text only. We then developed a more engaging social media plan and executed it on a regular basis, focusing on platforms most used by teen drivers, one of the main target audiences. Media relations and a video promoted through social media helped get the word out about the “Save a Life Tour” in local communities.
