HomeMy WebLinkAboutIowa Department of Transportation-8/11/2014Iowa Department
of Transportation
Application for TRAFFIC SAFETY FUNDS
GENERAL INFORMATION
Rev. 3/08
Location / Title of Project Television Broadcast Traffic Safety Awareness Campaign
Applicant City of Waterloo
Contact Person Mohammad Elahi Title Traffic Engneer
Complete Mailing Address 625 Glenwood Street, Public Works Building
Waterl000, Iowa 50703
Phone (319) 291-4440 E -Mail mohammad.elahi@waterloo-ia.org
(Area Code)
If more than one highway authority is involved in this project, please indicate and
fill in the information below (use additional sheets if necessary).
Co-Applicant(s)
Contact Person Title
Complete Mailing Address
Phone E -Mail
(Area Code)
PLEASE COMPLETE THE FOLLOWING PROJECT INFORMATION:
Application Type
Funding Amount
Total Project Cost
Safety Funds Requested
Site Specific
Traffic Control Device ❑
Safety Study ❑
$ 60,000
$ 60,000
Rev. 3/08
APPLICATION CERTIFICATION FOR LOCAL GOVERNMENT
To the best of my knowledge and belief, all information included in this application is true and
accurate, including the commitment of all physical and financial resources. This application
has been duly authorized by the participating local government(s). I understand the attached
resolution(s) binds the participating local government(s) to assume responsibility if any
additional funds are committed, and to ensure maintenance of any new or improved city
streets or secondary roads.
I understand that, although this information is sufficient to secure a commitment of funds, a
firm contract between the applicant and the Department of Transportation is required prior to
the authorization of funds.
Representing the
Signed:
Attest:
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Information Initiative Grant Application
Television Broadcast Traffic Safety Awareness Campaign with Zero Fatality Tag
Covering Waterloo and Surrounding Areas
Why TV
Television safety ads offer a better known and more assured reach to people of driving age
utilizing viewership data. Each airing will reach thousands of viewers. The percent of population
it can reach are known. The safety message, when made appropriately, has a better chance of
affecting the audience by using motion and sound. Combined visual and sound effects have a
better chance of impacting the viewers. The ad will be the only message competing for viewer's
attention at the time. TV makes up a large part of most people's leisure time. When viewers see
something on TV that affects them, they are likely to talk about it to others.
Complementing Efforts: Making for a Strong Overall Campaign
The City of Waterloo's Drive Safe Cedar Valley (DSCV) traffic safety awareness campaign is in
its 7th year. DSCV has used many avenues such as sending volunteer officers to schools,
producing and giving away children coloring books, advertising on billboards, placing ads in
newspapers and their web sites, and radio ads. Television will complement other efforts and web
efforts. (A web -based safety contest is scheduled for children ages 7 thru 11 to start in
September. Area merchants will donate prizes.) DSCV has not been present on TV. In addition
in impacting viewers toward traffic safety, the proposed TV campaign will be an effort towards a
better known and recognized DSCV campaign and the zero fatality tag. It will emphasize our
goal of zero fatalities. This was one of the goals of the Drive Safe Cedar Valley traffic Safety
campaign at its inception in 2007.
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We have collected the following information regarding our proposed local television campaign.
It is subject to change depending on media rates at the time of execution.
Primetime Overview
Traffic Operations will use prime time television to reach audiences over the age of eighteen.
Traditionally, primetime designation is programming between 7pm and l Opm. For this
assessment, we have extended the time window to begin at 5 pm to accommodate news
programming.
Unlike our experience with radio ads, the local stations do not provide placement options that
allow spots to "rotate" over the entire time period. Rather, media placements are selected on a
"spot" basis. This means that Traffic Operations selects specific programming during which
spots will air.
Below is a table of the programming currently available in primetime and the costs associated
with each.
Program
Day
Time
Rate
Adults 18+
News at 5
M -F
5-5:30p
$250
5.3
News at 6
M -F
6-6:30p
$500
8.1
News at 6
Sat
6-6:30p
$250
5.3
News at 5
Sun
5-5:30p
$100
3.6
Last Comic Standing
M
7-8p
$400
10.4
American Warrior Ninja
M
8-10p
$400
10.8
America's Got Talent
T
7-9p
$700
8.8
Law & Order SVU
W
7-8p
$500
8.6
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America's Got Talent
W
7-9p
$750
9.5
Hollywood Game Night
Th
7-8p
$500
10.4
Dateline
F
7-9p
$200
9.1
Based on the above data we are interested in news programs. KWWL News at 6:OOpm, Monday
through Friday, is the best option. This program will reach an estimated 8.1% of the television
viewing audience at that time. At a cost of $500 each, DSCV can run 20 spots at a cost of
$10,000. While investigating the data, the station has expressed willingness to use available
space to match in-kind airtime. Therefore, up to 40 spots can be run at a cost of $10,000.
Production
Costs of production of the television ad vary greatly depending on the type of ad being
developed and the needs of the spot (i.e., lighting, stock footage vs. original footage, etc.). The
production can range from $15,000 to $100,000. We are estimating a middle ground of $50,000
to produce a spot that would have a good impact.
Other Grants
If this grant application is approved, the City will try to apply for other grants. The estimated
$60,000 is expected to cover production costs as well as 40 prime -time air times. Although the
probability of obtaining additional funding is very low, however, if it materializes we will use it
to increase the number of airtimes and/or improve the production spot.
Time Schedule
Ad Agency Selection: February -March 2015
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Production: April -May 2015
Air Time: June- Sept 2015
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