Delaware

 

 

The Delaware Office of Highway Safety has partnered with Alliance since 2011 to organize several campaigns across the state both through sports and other non-sports related events.  The partnership has been an excellent demonstration in working together to identify an appropriate target audience to address a highway safety concern. 

NASCAR

Dover International Speedway hosts two NASCAR sanctioned race weekends each year.  These events represent the largest attractions to the area.

Signage

Signage within the track is the premier option for reaching a captive audience during the race.  Signs were placed throughout Dover International Speedway and visible to both fans in attendance and on television. 

FanZone Engagements

During the weekend, Alliance coordinated on-site engagements in the FanZone.  These engagements included interactive games, large informational displays, and promotional item distribution. 

Teams & Drivers

Over the years, the Delaware Office of Highway Safety has aligned their messages with various drivers and race teams to help promote the message.  Partnership with the teams and drivers included message on vehicles and fire suits, social media inclusion, and appearances in the FanZone at the booth.

 

Drivers who have partnered with OHS in the past include: Ross Chastain, Paulie Harraka, Ben Kennedy, Kenzie Ruston, Regan Smith, Reed Sorensen, and JJ Yeley.

Earned Media

Partnering with the teams and drivers also provided earned media opportunities, both locally and nationally.  Several radio and television outlets were given access to the driver, who discussed their partnership at Dover and reinforced the safety message.  Drivers' photos were also featured in print articles and magazines, including NASCAR Pole Position Magazine. 

JJ Is My DD

During the year, fans could sign the pledge to always have a sober driver.  By doing so, they were entered into the JJ Is My DD contest.  One winner was picked up in a limo with NASCAR driver JJ Yeley during NASCAR weekend in Dover.  JJ and the winner then traveled to various local establishments, where OHS staff promoted the Drive Sober message, and JJ signed autographs.

Street Marketing

To further strengthen the NASCAR partnership with the highway safety message, additional marketing outreach opportunities, such as gas station advertising, car wraps, restaurant posters, branded drink coasters, and promotional items were distributed throughout the state. 

Regional Motorsports

To further strengthen the NASCAR partnership with the highway safety message, additional marketing outreach opportunities, such as gas station advertising, car wraps, restaurant posters, branded drink coasters, and promotional items were distributed throughout the state. 

Choices Matter

Choices Matter is a campaign developed by Alliance Highway Safety to remind high school students that the choices they make have consequences.  The program includes speakers who have experienced tragedy in their lives, either from the choices they made, or the actions of others.  Their stories help enforce the message of unsafe driving can affect many people.  Alliance implemented the Choices Matter campaign within ten high schools across the state.

High School Athletics

To address a problem with speed and aggressive driving among young drivers, Alliance has activated a program that bring a "Slow Down. Arrive Alive” message to 30+ high schools and the Delaware High School State Tournaments for the Delaware Office of Highway Safety. On the day of an event such as a basketball game the Alliance staff set ups and interactive display the in the school to engage the students throughout the day and stays through the evening to also engage fans attending the basketball game to spread the message to the community as a whole.

High School Team Photo Banners

High school athletic teams change each year. Alliance designed and produced team photo banners for schools in Delaware.  These banners are then hung by the school in high traffic areas within the school, and all featured the safety message. 

High School State Championships

The Delaware Office of Highway Safety received on-site presence at each of the state's high school football and basketball state championship games.  These are the most popular events in high school athletics and provided a great opportunity to reinforce the message through aligning with the top school influencers.

Slam Dunk to the Beach Tournament

Cape Henelopen High School hosts an annual high school basketball invitational tournament that attracts basketball fans from all over the state.  During the tournament, Alliance was on-site with interactive games, promoting the safety message to attendees. 

Teen Driver Safety Week

To promote Teen Driver Safety Week, Alliance distributed promotional boxes to each high school in Delaware.  These packages included banners, yard signs, postcards, and Lifesavers candy, to use during the week.  Local law enforcement and school staff checked for seatbelt use during the week.  Students caught wearing their seatbelts were rewarded with Lifesavers.

 

Students from each school also helped record radio commercials.  These commercials were used during the media buy with iHeart radio.  The commercials were also distributed to each of the schools to play during their morning announcements.  In addition, the commercials were used to produce videos that were then placed on Facebook with a digital advertising campaign targeting users within each of the school footprint.

Youth Baseball

The success of the high school program led to the expansion of the concept to include youth baseball and softball leagues across the state promoting an occupant protection message to the "tween" demographic and their parents.  Alliance brought an interactive display designed to engage the tweens to over 30 youth baseball and softball leagues throughout the spring and the summer.

College Athletics

Experiencing an uptick in pedestrian fatalities the Delaware OHS had Alliance raise awareness about impaired pedestrian walking among college students with a campaign that brought an interactive display managed by Alliance to several of the colleges and universities in the state. 

 

University of Delaware

Delaware State University

Minor League Sports

Alliance managed the partnerships with Delaware’s minor league teams with the Wilmington Blue Rocks (Minor League Baseball) and Delaware 87ers (NBA Development League) promoting buckle up and drive sober messaging. The message was delivered with premium in venue signage, public address announcements, and on-site engagement.

 

Wilmington Blue Rocks

Delaware 87ers

 

Delaware State Fair

The Delaware State Fair is a 10-day state showcase, drawing attendees from around the state.  The Alliance team provided activation for each day, engaging attendees, raising awareness of the dangers of impaired driving.  

Fairs & Festivals

To address a problem with speed and aggressive driving among young drivers, Alliance has activated a program that bring a "Slow Down. Arrive Alive” message to 30+ high schools and the Delaware High School State Tournaments for the Delaware Office of Highway Safety. On the day of an event such as a basketball game the Alliance staff set ups and interactive display the in the school to engage the students throughout the day and stays through the evening to also engage fans attending the basketball game to spread the message to the community as a whole.

Delaware State Parks

Delaware features some of the best parks and beaches in the country.  Signs placed on lifeguard stands at each of the community beaches, as well as the state water park, helped reinforce the safety message from Memorial Day to Labor Day.

Endurance Races

Endurance races attract runners and walkers from across the state.  To raise awareness for pedestrian safety, the Delaware Office of Highway Safety partnered with several endurance races in different communities in Delaware, to engage participants on the need to be aware of their surroundings.  

Motorcycle Awareness

There are ten motorcycle rally events that involve Delaware motorcycle enthusiasts.  Alliance and OHS were on-site at each of these rallies, raising awareness for both safe motorcycle practices, and reminding drivers to watch for motorcycles.  The display featured a giant 20' inflatable motorcycle, that grabs people's attention and provides a terrific photo opportunity for social media.