Overview
Arkansas Good Roads Foundation launched the bicycle safety effort Good Roads are Safe Roads in order to raise awareness of roadway laws for cyclists and motorists across the state, educating the public in order to change behaviors and ensure safer roads for everyone. The development of biking infrastructure – both on and off road – strengthens the local economy and general well-being of a community in any region of the state.
Challenge
4media group partnered with Arkansas Good Roads Foundation to bring the Good Roads are Safe Roads movement to the attention of stakeholders through a year-long engagement spanning June 2020 to May 2021, culminating with the premier event, the Safe Roads Summit. Over the course of the campaign, the plan was to engage stakeholders and utilize both traditional and new tactics, including innovation in community relations, digital marketing, robust social media, influencer relations, and expert broadcast production. 4media group was instrumental in creating and delivering the branding and marketing content throughout the campaign, as well as the execution of both a livestream in the summer of 2020 and the in-person Safe Roads Summit in May 2021.
Strategy
4media group approached this campaign in an integrated way – using digital marketing, native advertising, social media, event strategizing and planning, paid media, influencer relations, earned media, and thought leadership. In August 2020, 4media group planned, broadcasted, and distributed the livestream to national stakeholders of the Good Roads are Safe Roads movement. In addition, our team updated social media and website content, wrote collateral such as press releases and media alerts, created and maintained stakeholder databases, and managed day-to-day media relations.
The Safe Roads Summit in May 2021 included speakers from Bike Law, Walmart, Arkansas Economic Development Commission, and Arkansas Parks, Heritage and Tourism. VIP guests including the mayor of Bentonville, AR, bicycling safety advocates, and local social media influencer Safety Sam were in attendance, and the event included panels on topics such as Economic Impact and Northwest Arkansas Biking. On the Summit alone, online, and broadcast impressions soared above 544,000.
Outcome
4media group exceeded all KPIs for this 12-month campaign. 4media group secured important and impactful news coverage. The campaign achieved over 21 million broadcast/print impressions. Over 28.5 million impressions in Northwest Arkansas specifically were achieved on social/online/native advertising. And over 136,000 visitors engaged the campaign’s microsite. Check out our sizzle reel with some highlights from the campaign. All of 4media’s efforts with the Good Roads are Safe Roads campaign have raised awareness of roadway laws and made the roads a safer place for cyclists.
4media group, Inc. is proud to win a Platinum MarCom Award for Good Roads are Safe Roads: Ensuring Safer Roads for Arkansas in the Strategic Communications – Integrated Marketing category for our full-service communications support of the Arkansas Good Roads Foundation.
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