2015 Gold Quill Work Sample
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Pedestrian Safety Campaign Work Sample
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Transcript of 2015 Gold Quill Work Sample
Pedestrian Safety Campaign Work Sample
Contents
Infographic
Web page
Twitter (including A/B test example)
Animated web banners (Google display network)
Engagement
Pedestrian Safety Campaign | Tracy Bains
Infographic
To view full size, please go to:
http://www.icbc.com/road-safety/sharing-road/Pages/pedestrian-infographic.aspx
Pedestrian Safety Campaign | Tracy Bains
Web page
[See section 5 Implementation and Challenges in the work plan.]
Web page BEFORE changes were made to increase emphasis on drivers, better equalizing the focus on both audiences.
Pedestrian Safety Campaign | Tracy Bains
Web page
Web page AFTER adjusted to balance messaging to both audiences: pedestrians and drivers.
To view live page, please go to:
http://www.icbc.com/road-safety/sharing-road/Pages/pedestrian-safety.aspx
Pedestrian Safety Campaign | Tracy Bains
Cover image
Pedestrian Safety Campaign | Tracy Bains
Boosted posts (paid advertising)
Pedestrian Safety Campaign | Tracy Bains
Boosted posts (cont’d)
Pedestrian Safety Campaign | Tracy Bains
Boosted posts (cont’d)
Pedestrian Safety Campaign | Tracy Bains
Boosted posts (cont’d)
Pedestrian Safety Campaign | Tracy Bains
Cover image
Pedestrian Safety Campaign | Tracy Bains
Promoted tweets (paid advertising)
Pedestrian Safety Campaign | Tracy Bains
Promoted tweets (cont’d)
Pedestrian Safety Campaign | Tracy Bains
Promoted tweets (cont’d)
Pedestrian Safety Campaign | Tracy Bains
Twitter cards (paid advertising)
Pedestrian Safety Campaign | Tracy Bains
Twitter cards (cont’d)
Pedestrian Safety Campaign | Tracy Bains
Twitter cards (cont’d)
Pedestrian Safety Campaign | Tracy Bains
Twitter cards A/B test. Since the second card performed better, we promoted it more often.
Pedestrian Safety Campaign | Tracy Bains
Post
Pedestrian Safety Campaign | Tracy Bains
Animated Web Banners (Google display network)
Two sets of banners were created to target each audience: pedestrians and drivers.
Pedestrian focused banner #1 (animates between the two messages shown)
Pedestrian Safety Campaign | Tracy Bains
Animated Web Banners (Google display network)
Pedestrian focused banner #2 (animates between the two messages shown)
Pedestrian Safety Campaign | Tracy Bains
Animated Web Banners (Google display network)
Pedestrian focused banner #3 (animates between the two messages shown)
Pedestrian Safety Campaign | Tracy Bains
Animated Web Banners (Google display network)
Driver focused banner #1 (animates between the two messages shown)
Pedestrian Safety Campaign | Tracy Bains
Animated Web Banners (Google display network)
Driver focused banner #2 (animates between the two messages shown)
Pedestrian Safety Campaign | Tracy Bains
Animated Web Banners (Google display network)
Driver focused banner #3 (animates between the two messages shown)
Pedestrian Safety Campaign | Tracy Bains
Animated Web Banners (Google display network)
Examples of ad placement
Pedestrian Safety Campaign | Tracy Bains
Animated Web Banners (Google display network)
Examples of ad placement (cont’d)
Pedestrian Safety Campaign | Tracy Bains
Engagement
Pedestrian Safety Campaign | Tracy Bains
Engagement
Pedestrian Safety Campaign | Tracy Bains
Engagement
Pedestrian Safety Campaign | Tracy Bains
Engagement
Pedestrian Safety Campaign | Tracy Bains
Engagement
Pedestrian Safety Campaign | Tracy Bains
Engagement
2014 Richmond RCMP Flash Mob
A flashmob helped boost awareness of the SLOW (Stop, Look, Observe, Walk) campaign for pedestrian safety. The video incorporated messaging from our infographic along the bottom of the screen. Screen shots are included on next page.
To see video, please go to: https://www.youtube.com/watch?v=j5Enc05M4rA&feature=youtu.be
Pedestrian Safety Campaign | Tracy Bains
Engagement
2014 Richmond RCMP Flash Mob (cont’d)
Pedestrian Safety Campaign | Tracy Bains
