Download - Nobody's Waterproof

““Going Where They Go!”Going Where They Go!”

Highland LakesHighland Lakes

- +1 million visitors/year to parks

- <90 min. from almost 4 million people

-20 minutes from major universities

- Open access both public and private

Colorado RiverColorado River

About Nobody’s WaterproofAbout Nobody’s Waterproof

• First-of-its-kind campaign to prevent water fatalities by encouraging target audience to “play it safe” on the water

• Interactive, playful outreach resonates with younger target audience and encourages changes in their behaviors and attitudes about water safety

• Winner of state, regional and international boating safety and public relations awards in 2007

• Partnership with Texas Parks and Wildlife Department

• Focus on enforcement or fear– “BWI=DWI”– “Don’t let your lake party turn into a search party”– Little business support– Public Service Announcements

• Males 18-34 continue to drown– Texas 3rd in the Nation for boating fatalities (2007)– 75% of water fatalities drowning– Lake Travis “deadliest in Texas”

History Of Water Safety CommunicationsHistory Of Water Safety Communications

Nobody’s Waterproof Campaign GoalsNobody’s Waterproof Campaign Goals

• Objectives – Create and launch experiential campaign – reach males 18-34

• Begin to change attitudes and behaviors in measureable way

• Leverage fun to engage people in conversations about water safety

Would you approach this crowd?Would you approach this crowd?

Our goal is to reach:

– Men 18-34 who think they are invincible or bulletproof

– To engage them in fun conversations or games

– Educate and change behavior– Reduce fatalities– Make the water safer and more

enjoyable for others

2006• Launched in middle of May• 80% media attendance• Professional triathlete

delivered message– Not law enforcement– Not “official”

• Coverage carried through Memorial weekend

2007• Partnered with Texas Parks

and Wildlife to Launch in Highland Lakes Area

• Used “new” Boat and spokesperson Kevin Fowler to garner attention

• TPWD held separate launches in other cities in Texas

• Coverage carried through Memorial weekend

2007 Highlights2007 Highlights

• Statewide Campaign

• Campaign Spokesperson

Kevin Fowler

Target AudienceTarget Audience

Nobody’s Waterproof BoatNobody’s Waterproof Boat

On-the-Water OutreachOn-the-Water Outreach

• Cool outreach boat draws attention

• Young outreach staff relates to target audience

• Trivia and games engage target audience

• Premium giveaways promote campaign

• Pledge to play it safe reinforces messages

Campaign Promotional ItemsCampaign Promotional Items

• T-shirts

• Fun noodles

• Koozies

• Mini beach balls

• Temporary tattoos

2007 Campaign T-shirt Design

SummarySummary

• Social marketing works• Audience…

– What interests them– Who they’ll listen to– Don’t try to do too

much• If you like it, you’re

probably wrong• It’s not about motive,

it’s about results

2006 Campaign Highlights2006 Campaign Highlights

• 8,000+ face-to-face

• 3,555 web visits (Avg. +4 minutes, 2 clicks)

• 180 minutes of free air time

• 100% of media

• Public and elected official support in editorials

• Picked up on “party” web sites

• Requests from partners for more

• Sponsor interest


Media Relations RecapMedia Relations RecapTelevision• Added Value: $86,379• Impressions: 1,246,242Print• Added Value: $93,949.45• Impressions: 262,804

Total Added Value: $180,328.45$180,328.45 That is 3.6 times the campaign budget.


Newsworthy Campaign• 20+ stories in print

media• 100+ stories and

mentions on local TV stations

• More then 6,300 visits to the Web site

Life Jacket Wear Rates (%) Life Jacket Wear Rates (%) Lakes Travis & LBJLakes Travis & LBJ

0 10 20 30 40 50

2007

2009

All Boaters Non-PWC

Boater Education / SafetyBoater Education / Safety

Awareness of “Nobody’s Waterproof” Campaign?Awareness of “Nobody’s Waterproof” Campaign?• 12.4% on Lake Austin

– Source: TV & Radio• 28% on Lake Travis

– Source: TV & Lake-based Activities• 37% on Lake LBJ

– Source: TV & Lake-based Activities

““Going Where They Go!”Going Where They Go!”

STATEWIDE PARTNERSHIPSTATEWIDE PARTNERSHIP

AnotherAnother Nobody’s Waterproof Boat Nobody’s Waterproof Boat

2007 Statewide Successes2007 Statewide Successes

• Partnership licensing agreement and MOU

• Partnered with water safety coalitions (Houston, Dallas, South-central Texas, Austin)

• Focused on major metro areas

• Marketing, graphics, news releases, public relations forged


• Outreach staff co-trained with LCRA and Environmedia

• Boat drivers completed NSBC Close Quarters Handling course

• Pre-planned each event with local partners and boat drivers


• 6 on-water & shoreline events

• 3400 additional impressions

• 3 additional live radio remotes

• Over 800 in-person surveys

2007 Statewide Lessons Learned2007 Statewide Lessons Learned

• WEATHER is king!• Keep boat fully staff but not

overloaded• Outreach staff personalities and

endurance are key factors• Hydration and proper eating habits

keep staff ship shape• Game wardens/local marine

enforcement positive contacts prior to events

• Purchase items well ahead of time


• Hired 3 interns• Doubled number of shoreline

and on-water events• First river events – highly

successful• Winter boat shows – build

partnerships prior to summer efforts

2009 Successes2009 Successes

• Team Lead and 2 interns• Lead focused on event pre-

planning and supervision• Introduced wear rate study at

statewide locations (Canyon, Conroe, PK)

• Secured bottle water donation• Over 6,600 direct contacts at

on-water shoreline and outreach events

2009 Successes2009 Successes

• Teamed up with LCRA on Austin-area lakes

• Completed VNR – video news release for promo use

• Completed event at paddle craft loaner site during anniversary celebration

• New lakes (e.g. Texoma)• Weather and drought provided

continued impacts in 2009

QUESTIONSQUESTIONS

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