Public Outreach and EducationCommunicating for better understanding of Vehicle I/M Programs
Worldwide provides services relating to communication of I/M Program news, changes and technical interest using the following means:
- Program-specific Public Website for providing general program information to the public.
- Newsletters to Inspection Stations and other interested parties relating to Program information;
- Program-specific Social Media Presence;
- Improved Industry Outreach and Promotional Opportunities
One of the most important components that vehicle inspection programs must include, and in many cases goes overlooked, is the public education aspect of a program. Worldwide acknowledges that public information sharing platforms and other informational campaigns in many of the programs in the U.S. have failed the motorists of those areas. The public must be made aware of the reasoning and the benefits of having their vehicles inspected. It is a sad truth that 90% of motorists do not know how to properly maintain their vehicle, which is the reason that many motorists complain about an inspection that ensures a vehicle is road-worthy.
Worldwide has focused on the shortcomings of other public information campaigns and carefully designed a Public Education and Outreach Campaign that is guaranteed to provide the right information to motorists and further deliver a much higher acceptance rate vehicle inspection programs.
Worldwide’s comprehensive educational outreach campaign mission is to provide proactive information to motorists, the inspection station community, and any other stakeholders of all vehicle inspection program requirements and changes in program standards to ensure continued compliance and acceptance.
The program uses proven techniques and mediums to provide timely and accurate information to the public and local, automotive community. Worldwide utilizes the program website and telephone hotlines to deliver immediate program changes and updates; and email databases accrued during the recruiting and implementation processes allow Worldwide to send immediate notification of program changes and updates to program participants, such as the inspection station community.
- The use of electronic media, including a program dedicated public information website. This effort will inform the public about the inspection program procedures, costs and objectives, and where, when and how to obtain services;
- The use of social networking and media; and
- Special events, such as seminars and demonstrations, are provided for the public and automotive community. Worldwide arranges and participates in public education efforts that include organizations and community affairs groups. Worldwide assesses the media capabilities in each marketplace and implements a proper campaign to facilitate the information process and promote these special event activities.
Media Strategy and Planning
Our education philosophy at Worldwide is simple and direct: know your audience. Understanding the diversity of our audience is critical to the success of a generally accepted program. People are subject to media channels every day, which can have substantial influence on whether or not stakeholders accept or reject a program.
Worldwide understands the importance of connecting these components in order to maximize exposure and media investments. As marketing tools and resources continue to develop and evolve, consumers are not only deciding on what and when, but where and how to receive information and entertainment. Find them, communicate to them in the way they choose, or lose them. It’s that simple.
In order to effectively educate motorists, we need to engage and become part of the motorist’s experience. Worldwide’s approach to media goes far beyond a selection of tools or methods. Our recommendations and points of view are formed through:
- Defining and understanding a Vehicle Inspection Program
- Identification of the target audience segment
- Determining the most optimized methods to reach that target audience
- Facilitating the best times to start a conversation
- Implementing techniques for communication to target audience
- Analysis of communication to target audience
When planning for communications with consumers, we consider all potential means of interaction and how these are incorporated to engage stakeholders at the right time and place to favorably impact their behavior:
- Between Motorist and Vehicle Inspection Program: Understanding and receptivity to the Program within communication vehicle
- Between the Motorist and communication platform: Engagement with the platform
- Between the Vehicle Inspection Program and communication platform: Relevance of communication platform to the program, objectives and tasks