Ford Motor Company, Driving Skills for Life Events

challenge

In 2003, the Ford Motor Company Fund, the Governors Highway Safety Association, and a panel of safety experts established a safe driving program – Ford Driving Skills for Life (DSFL) – to teach new drivers necessary skills beyond what is taught in standard drivers education courses. This hands-on, global training program has visited cities across the United States providing thousands of teens and parents with invaluable knowledge and lifelong skills for staying safe behind the wheel.

In the summer of 2015, Ford put on the first ever DSFL “Midwest Summer Tour” and hosted six events in six states. LS2group was responsible for the events and activities in four of those states including widespread community outreach, garnering positive media coverage, and recruiting hundreds of participants for the program at stops in Fargo, ND; Omaha, NE; Des Moines, IA; and Sioux Falls, SD.

solution

LS2group, working with DirectImpact, coordinated with the Ford Motor Company Fund and state partners throughout the summer to successfully plan, promote, and populate four Midwest Driving Skills for Life summer tour stops in July. The team conducted extensive market research and personalized outreach to hundreds of community groups and local media to garner additional publicity and encourage entities to share registration information with eligible participants in their networks. Hundreds of students and parents were recruited for the program, exceeding full capacity for several sessions.

Dozens of earned media hits were also secured before and during each event as a result of pitching efforts, including radio interviews, broadcast segments, print coverage, and social media coverage. LS2group maintained an onsite presence throughout each event, staffing all media engagements, coordinating interviews, and fielding participant inquires when needed. Both media and participants reported high levels of satisfaction with the program experience and requested information on when the program would be returning to their community.