KEYS TO WINNING
Your Campaign Idea
The Campaign Idea must contain the campaign name, a tag line or concept line (not to exceed 150 characters), a short synopsis describing your proposed teen safe driving awareness campaign (not to exceed 300 words), and the selected media or element(s) that will be used in the campaign.
At least one of the following media/elements must be utilized in the campaign. You are not limited to the number of media/elements that you use:
- A website
- Video PSA (Public Service Announcement)
- 30 or 60 second cable spot
- 30 second radio spot
- Social media page/site
- Classroom curriculum
- Local community or school event
- Billboard or outdoor campaign.
The keys here are creativity and conciseness of message. The stage of the contest is about words and ideas. Let’s breakdown the pieces to this stage of the D3NJ Contest:
Campaign Name or Title – Your title should be catchy and memorable. It should catch an audience’s attention and invite them to find out more. Question to ask yourself? Does it pass the “t-shirt test?” Would your campaign name look good on a t-shirt?
Tagline – Your tagline explains your title or embellishes on it. If your title creates a question of what it means for your audience, then the tagline should answer that question.
Synopsis – Your synopsis is your short pitch of what your campaign is about. It should answer these questions: What am I doing? Who is this for? Why is it important? How am I going to do it?
Finalist's Full Project Outline
The Full Project Outline is expected to generally adhere to your Campaign Idea and include at a minimum:
- A detailed description of the campaign;
- Videos, scripts, storyboards, mock-ups, plans and/or conceptual ideas ready for production/implementation;
- Estimated production budget (not to exceed $10,000);
- And estimated timeline for production.
The keys to this stage of the D3NJ Contest are fleshing out your ideas that you submitted and earned you a spot as a finalist. You’re not expected to submit a fully developed or fully functioning design. You don’t have to create a video or record a radio commercial or build a Website. You just have to submit details of each element of your campaign, and those details must push the elements of your campaign to the point where they could be produced.
How to estimate your budget?
The budget plays a significant part of your campaign. While it would be great to have a campaign that has videos, Websites, billboards and events, the production costs of all those elements can be expensive. With a maximum budget of $10,000, you have to choose what elements will have the most impact and represent you message the best. To help, here are cost estimates for some of these elements:
- Website – a typical Website costs $4,000 to develop and get online.
- Billboards – usually there are two sizes, Bulletin (larger) and Poster (smaller). Bulletins cost $1,600, but posters are around $80-$100.
- You might want to have posters that could be displayed in schools, car dealerships or other places. Those usually cost $40-$50.
- Videos – production of PSA or commercial can run $1,500-$3,000.
- Radio spots – production of radio PSA or commercial can run $600-$1,000
- Community or school events – events can cost $500-$5,000, the cost for these depend on the size of the event, the location and if there will be any guest speakers.
Webinar for Finalists
Prior to submitting your Full Project Outline, D3NJ will hold a webinar for the finalists to ask questions and get answers. The date and time of the webinar will be announced following the announcements of the finalists.
How To's & Useful Resources to Give You an Edge
Below are a few resources we thought would be helpful to contestants. DCH thanks you for your participation in the D3NJ Contest, and reminds you to always buckle up and D3 ... Don't Drive Distracted. Have fun!
How to Write a PSA
How to Story Board
How to Design a Billboard
How to Design a Website
How to Write a Radio Commercial
How to Write a 30-sec TV Commercial
How to Plan a Community Event