for

Empowering consumers with

driverless cars

About us
InMotion is a full-service
global strategic research and
communications firm.
We create and execute
communications campaigns
of all shapes and sizes for
clients ranging from industry
giants to local businesses.

Meet your action engagement team

Emily Singer

Josh Oswalt

Sarah Marchbanks

Gaby Lor

Everyday
Lead

Policy Lead

Creative Lead

Research Lead

Your charge to us

Build a positive conversation around

driverless cars
Position Momentum as an innovative
leader in this emerging industry
Organize a community of advocates
Communicate directly and consistently
with key audiences

Navigating the driverless car conversation

Directional insights from our network

Source: University of Michigan Transportation Research Institute (October 2015)

Your audiences
Individuals

Consumers

Organizations

Key audience concerns

Are they safe?

What about
cybersecurity?

Are they as good

at driving as
human drivers?
What are the legal and
insurance liabilities of
drivers?

Interactions with
non-self-driving
vehicles?

What about in
weather
conditions?

Thats where we come in...

1,580 days.

1,580 days.
37,935 hours.

1,580 days.
37,935 hours.
60 seconds.

1,580 days.
37,935 hours.
60 seconds.
32,025 times.
Source: National Highway Traffic Adminstration (2015)

Take back your drive

Challenges

9 out of 10 Americans
concerned about
driverless cars
Control and safety
Regulatory and
infrastructure
obstacles

Approach

Educate audiences about

driverless cars safety record
Develop partnerships to drive
policy agenda
Create brand platform
humanizing autonomous
vehicles
Develop a positive narrative
for audiences

Destination: INCITE
INCITE (n):
A campaign that will engage and provoke action.
END-USER AUDIENCES: Government policymakers, autoindustry stakeholders, public safety advocates
ACTIVIST AUDIENCES: Consumers and autocare
professionals
CONNECTIONS: Reach people where they consume
information
CULTURE AND CONTEXT: Safety is at the forefront of the
minds of every driver
GOAL: Create positive experiences and sentiment (and
understanding of the benefits of driverless cars)
CORE: Driverless cars offer the convenience of road travel
without the same risks of accidents and human error

Our roadmap to success

Phase 1: Fuel Up

Phase 2: Hit the Road

Conduct primary research

Generate positive online conversations around the

safety of Momentums driverless cars

Develop a messaging platform

Produce compelling creative
materials for Phase 2

Tell a story through content marketing strategy

Engage with key audiences
Measure and optimize

Research

Research rationale
Collect insight, opinions and thoughts from
various target audiences
Build upon previous findings and refine our
learning to optimize effective messages

Research segments
Group 1: California, Nevada, Florida,
Michigan, Washington, D.C.
Group 2: U.S., excluding California, Nevada,
Florida, Michigan and Washington, D.C.

Our audiences

Transportation Stakeholders

Policy Makers

Public Safety Advocates

Auto Care Professionals

Consumers

Research
Exploratory
Research

VIRTUAL focus groups:

consumers, auto care
professionals
IDIs: stakeholders,
policy makers, public
safety advocates
Survey: consumers

Message
Development

Create messages to
place in field

Message Testing &

Benchmarking

Carry out survey

again to test
effectiveness of
messaging

Next stop: phase two

Creating a virtual driverless car experience

Forming strategic partnerships

Amplifying Momentum at conferences & events

Driverless Technology
Conference, November 2016

WIRED2016, November 3-4, 2016

Social Innovation Summit 2017

Engaging on Capitol Hill

Hill events:

October National
Cybersecurity Awareness
Month

December National
Impaired Driving
Awareness Month

April Distracted
Driving Awareness
Month

Briefing materials:

Comprehensive briefing
booklets on relevant
legislature, key talking
points and strategic
partnerships

Fact sheets with safety

statistics

Branded Google
Cardboard VR viewer

Reaching target audiences

Tech Publications

Social Channels

Consumer
Resources

Auto Publications

Your core
narrative

Auto Industry
Trades

Top-Tier Publications

Final campaign plan

Conduct the necessary primary research to ground campaign

Develop a virtual driverless car experience
Forming strategic partnerships
Amplifying Momentum at conferences and events
Engaging on Capitol Hill
Reaching target audiences through media and social channels
Consumers
Public Safety Advocates
Transportation Stakeholders
Autocare Professionals
Policy makers

Evaluation

Evaluation
list
k
c
e
h
c
n
o
Evaluati
ve
Did we achie
objectives?
ign
Did campa
reach key
?
audiences
Did audience
understand
messaging?

Track sentiment change

through final benchmark
survey among consumers
Measure social media analytics

Use HootSuite and Google Analytics

measurement tools

Conduct media content analysis

to measure the volume of press
coverage received, covering
print, broadcast and online
media outlets

Timeline
First 90 days

Planning meeting
Audience research & message
development
Coordinate Hill events
Engage partners
Begin social campaign
Finalize briefing booklets, fact
sheets, cardboard viewer, etc.

3-6 months

Promote virtual reality at events

and through social campaign
Participate in relevant
conferences and events
Begin media pitching
Continue to engage partners

6-9 months

Continue social campaign

Continue media pitching
Continue to engage partners
Message testing &
benchmarking
Final campaign evaluation

Case Study

Budget
Activity

Budget

Research

$200,000-$250,000

Events/Creative

$250,000-$350,000

Social Media

$150,000-$200,000

Earned Media

$50,000

Measurement

$25,000-$40,000

Virtual Reality Film Production

$350,000-$1,000,000

Total

$1,000,000-$2,000,000