The Ohio Department of Safety needed a smart, effective media buy for the “Click it or Ticket” seatbelt safety campaign that would support law enforcement activities prior to major holiday weekends. Ohio was prepared to make a significant investment in major markets across the state but lacked the broadcast media planning and buying expertise required to maximize effectiveness.
First, ST&P identified the relevant Ohio markets. Then, we implemented our efficient media buying system to pinpoint key high-viewing and listening periods in our carefully targeted markets. With this information at hand, the stage was set for an efficient and effective state-wide campaign.
With careful planning and a little marketing muscle, ST&P placed Ohio’s message in front of precisely the right audience. And, thanks to a strategic arrangement with the state, Ohio’s paid media buys were supplemented with matching public service announcements intended to sustain the campaign over a longer period of time. Ohio’s investment paid off well. Statistics now show that annual seatbelt usage has increased.