MAD MEN: THE DMV VERSION

Transcription

1 AAMVA Region IV Customer Service & Delivery/ Public Affairs & Consumer Education Committee MAD MEN: THE DMV VERSION COMMUNICATING DMV SERVICES THROUGH MARKETING, ADVERTISING, AND PUBLIC RELATIONS

2 Why how you communicate to your audience matters PR basics via a catchy acronym Nevada s four steps to campaign success

3 Customer education increases compliance Advertise services Reach out to business partners Image control

4 Research Objectives Programming Evaluation DMV PR

5 1. Client or organization 2. Opportunity or problem Proactive PR program Reactive PR program 3. Audience

6 Your goals Output Objectives Impact Objectives Informational Attitudinal Behavioral

7 Means to the end Frame your message

8 Assess the success of your programming Ongoing process Methods for each objective Informational & Attitudinal; e.g., surveys Behavioral; e.g., web analytics 2013 R-IV presentation Is Anybody Out There? How Web Analytics & Trends Can Help You Reach Your Public on AAMVA.org > Events & Education > Presentations From Past Events

9 Research May of 2013 customer service online survey Establish a benchmark Key ingredient in crafting a communications plan

10 Survey questions: Was your experience with Customer Service better than you expected, worse or about what you expected? 93% said either much better (36%), somewhat better (22%), or as expected (35%).

11 Survey questions: How knowledgeable were the Customer Service reps? 67% said the technicians were very knowledgeable and 28% said moderately knowledgeable.

12 Survey questions: How convenient is it for you to visit a DMV office? 33% said it was very convenient and 43% said moderately convenient.

13 Survey questions: Overall, how satisfied are you with employees at DMV? 43% said they were extremely satisfied; 35% said they were moderately satisfied; 14% were neither satisfied nor dissatisfied; and 6.7% were either moderately or extremely dissatisfied.

14 Survey questions: How often do you use DMV s website? 87% said they either usually use the website or occasionally use the website to conduct business. Only 11.4% said they never use the website to conduct business.

15 Survey questions: How often do you use DMV s kiosks? 9.9% said they usually use the kiosks to conduct business and 26% said they occasionally use the kiosks to conduct business. 63.9% said they have never used the kiosks to conduct business.

16 Survey questions What has been your average wait time? 26% said they had to wait less than 30 minutes; 40% said they had to wait less than 60 minutes; and 33.5% said they had to wait more than 60 minutes.

17 Survey questions: Would it be helpful to assemble all your records in one place online? 72.9% said it would be extremely helpful; 17.8% said it would be moderately helpful. Less than 2% said it would be either moderately or extremely unhelpful.

18 Survey questions: How helpful would it be to send a text and be placed in a virtual line and then receive a text telling you when it will be your turn? 52.2% said it would be extremely helpful; 22.6% said it would be moderately helpful; 20.5% were neutral; and only 4.6% said it would be either moderately or extremely unhelpful.

19 Introduction The Nevada Department of Motor Vehicles (DMV) is the state s foremost front line agency. DMV conducts roughly seven million transactions each year with Nevada s 1.7 million licensed drivers and vehicle owners. At the agency s 18 offices around the state, drivers interact with DMV technicians regarding their licensing, insurance and vehicle registration. With customer service at the core of the agency s mission, DMV seeks to move to the forefront when it comes to modernization and innovation and capitalize on rapid advances in technology and communications platforms for everyday use.

20 Goals Key goals in 2013 and beyond for the Nevada Department of Motor Vehicles are to modernize and reinvent DMV services through technology, innovation, customer service and training. This communication plan will spell out how the Department s Public Information Office will communicate these goals to a general audience in Nevada.

21 Message The agency s core message is the following: Using technology, we are making the driver s license and vehicle registration process more convenient for Nevada residents. To support this core message, the agency will use the tagline, Take back your time in multiple media messaging. The tagline will emphasize that by using technology applications customers will be able to regain control of the time spent obtaining their registration and licensing.

22 Objective Our objective is to use advertising, public relations and media relations to communicate the agency s commitment to technology and innovation.

23 Hiring an advertising agency and developing a strategic plan State procurement process RFP Shortlist Selection Board of Examiners Contract execution

24 Major selling points Strong creative History with state government Established relationships Local offices (Governor s office)

25 Building a foundation Kickoff meeting Google Hangouts FTP systems Open lines of communication

26 The art of giving creative people enough freedom to be creative Creating a look and feel for your campaign Websites (the window to your agency if not your soul) Website audit New logo

27 The Creative Process Translating our Communications Plan into two advertising campaigns: Public Education Campaign Smoking Vehicle Campaign

28 Background The Department of Motor Vehicles (DMV) a place that has been stereotyped for countless generations as sluggish, institutional and with exceptionally long wait-times. Our assumption is the only governmental agency with a worse reputation is the social security office. Luckily, the overarching DMV stereotypes come nowhere near the actual experiences residents have had when interacting with Nevada s Department of Motor Vehicles (NDMV). The NDMV has taken great strides to decrease the need to visit a physical location through technological tools and improving the customer service received at every touch point even online and at kiosks.

29 Goal Change the perception of the NDMV to a model agency committed to technology and innovation that ultimately provides Nevada residents with excellent customer service and convenience.

30 Key Messages We re everywhere Messages speaking to this broad idea will enable NDMV to continue to improve upon services provided without deterring from creative developed. For instance, everywhere currently represents all Internet connections, kiosks and physical DMV locations, but may evolve to mean only online, mobile sites or device apps in the future.

31 Key Messages Number one in line when online Enhanced and robust online service solutions will mean no customer will ever have to take a number. First-rate service will be available to customers every time they go online to the virtual NDMV.

32 Key Messages Take back your time Take the DMV stereotypes long waits and hassles out of the equation by directing the audience to the simplest of options for NDMV services, such as QLess.

33 Background In an effort to decrease pollutants from vehicles, Nevada residents are asked to report smoking vehicles to the DMV via phone or web. A Smoking Vehicles program has been in place since the early 1990 s. Although the number of reports have increased in the last few years, they should be higher. Messaging over the years has been sub-par compared to ad agency standards. The DMV has a unique opportunity to improve messaging for greater awareness and response from Nevada residents.

34 Goal Improve air quality by identifying and removing smoking vehicles from Nevada s roads.

35 Key Messages Spotting it is the first step to stopping it Whether you re at home, walking through a parking lot or riding shotgun in the car, when you see a smoking vehicle be a Smog Spotter.

36 Key Messages Report from anywhere Tools are available that provide accessibility to report from just about anywhere by phone, by computer or by Smartphone.

37 Key Messages It only takes a moment The user-friendly and intuitive tools provide a frictionless experience when reporting.

38 Implementation Public Education Campaign Smoking Vehicle Campaign

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52 New name: Smog Spotter

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54 Most reports will come from cell or smart phones. We made a strong point of not encouraging texting or calling while driving.

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57 Questions?

58 Molly A. Petersen, Technical Writer Montana Motor Vehicle Division (406) David Fierro, Public Information Officer Nevada Department of Motor Vehicles (775)