Background:
The NJTPA is the federally-funded Metropolitan Planning Organization (MPO) for the northern New Jersey region, home to 6.7 million people and covering more than one-half of the state’s land area. The NJTPA Board consists of 20 voting members: representatives from the New Jersey Department of Transportation (NJDOT), New Jersey Transit Corporation (NJ TRANSIT), and the Port Authority of New York and New Jersey (PANYNJ); a Governor's Representative; a Citizens Representative; and one elected official from each of the thirteen (13) northern New Jersey counties and from the cities of Newark and Jersey City. The NJTPA conducts comprehensive long-range transportation planning and annually oversees more than $2 billion in transportation investments for one of the most dynamic and complex transportation systems in the nation. The NJTPA sponsors and conducts studies, assists member planning agencies (known as NJTPA “subregions”) and provides a forum for interagency cooperation and public input into funding decisions. Pedestrian safety is an important component of New Jersey’s efforts to continually improve safety for all roadway users. It is critically important given the Federal Highway Administration (FHWA) designated New Jersey and Newark (the state’s largest city) as a pedestrian “focus” state and city, respectively. From 2011- 2015, 765 pedestrians were killed and more than 22,000 injured on New Jersey’s roads. On an annual basis, more than 4,000 pedestrians are injured and nearly 150 are killed in motor vehicle crashes statewide. New Jersey’s pedestrian fatality rate (nearly 30 percent in 2015) is almost double the national average (15 percent), while Newark leads the state in pedestrian deaths (45 fatalities between 2011 and 2015). In response, the NJTPA worked with its federal, state and local partners in FY 2014 to develop, pilot and evaluate a pedestrian safety education campaign targeted at all road users. Highway Safety Improvement Program (HSIP) funds, which are typically earmarked for infrastructure projects, were used for this initiative. While the NJTPA and its partners are investing in improving pedestrian infrastructure on local, county and state roads, crash data analysis confirms that engineering improvements alone will not fully address the high rate of pedestrian-motor vehicle crashes. In order to change behaviors and improve safety, all of the “three E’s” of traffic safety – engineering, education and enforcement – must be addressed. The Street Smart NJ public education, awareness and behavioral change campaign was piloted and evaluated in five geographically and demographically diverse communities – Newark (urban), Jersey City (urban), Hackettstown (rural), Woodbridge (suburban), and Long Beach Island (shore) in 2013 and 2014. Since the initial pilot 65 municipalities, universities and agencies have participated in Street Smart NJ in some way. The NJTPA conducted a consultant-led effort in 12 municipalities in FY 2016 and FY 2017. Active local support and participation from law enforcement, political and community leaders, and stakeholders have been critical factors in the campaign’s success in these communities. Based on crash data and demographic analysis, the initial campaign focused on changing four key unsafe behaviors (two for drivers, two for pedestrians) connected to existing traffic laws and signage. The four messages were “Obey the Speed Limit,” “Stop for Pedestrians,” “Wait for the Walk” and “Use the Crosswalk.” The campaign called upon motorists and pedestrians to check your vital signs by paying attention and adhering to these posted signs for the safety of all travelers. In FY 2016, a fifth message – “Heads Up, Phones Down” – was added to address distracted driving and walking. The two consultant-led campaigns used advertising (transit, outdoor and online), extensive grassroots public awareness and law enforcement to convey its messages to the target demographic – males 20-69 years of age (both pedestrians and motorists) and all drivers 20-49 years of age and all adult pedestrians. All campaign collateral materials included a reminder that police are enforcing pedestrian laws for the safety of all roadway users with a focus not only on issuing citations, but also on educating motorists and pedestrians. Enforcement details were conducted at crash hot spots in the communities with consultant-supported campaigns. Law enforcement focused on motorists adhering to New Jersey’s stop for pedestrians in the crosswalk law and on pedestrians who jaywalk. Police officers also addressed speeding, illegal turns and distracted and inattentive driving and walking, which contribute to pedestrian-motor vehicle crashes in New Jersey.Scope of Work:
The Street Smart NJ Messaging and Media Support effort will build upon what was learned from previous Street Smart NJ campaigns. The selected communications consultant will work with the NJTPA and its partners – FHWA, New Jersey Department of Transportation (NJDOT) and New Jersey Division of Highway Traffic Safety (NJDHTS), the eight Transportation Management Associations (TMAs), AAA and others – to help create consistent pedestrian safety messaging statewide. The consultant will refine and retool, as necessary, the campaign’s multi-media messaging and collateral materials, and outreach and advertising plans. The NJTPA’s Board of Trustees and subregional (county/city) partners will continue to play a crucial role in helping to implement the campaign as well as to identify opportunities to promote and expand the campaign’s reach. The consultant will also work with the NJTPA to identify ways to strengthen the Street Smart NJ brand; attract new partners including colleges/universities, hospitals, other institutions and civic organizations; recruit communities to participate; and build public awareness across the state. The campaign has used billboards, transit ads, traditional media ad buys, social media and earned media to generate awareness and promote the Street Smart NJ messages. Existing collateral materials can be viewed at http://bestreetsmartnj.org/resources. The marketing campaign will include:- A review of the Street Smart NJ core messages and branding, to identify opportunities for improvement
- A review of other pedestrian safety-related messaging in the state to find ways to create consistency with the Street Smart NJ brand
- An update of the Street Smart NJ social media guide
- A marketing plan to promote and raise public awareness of Street Smart NJ in FY 2018-FY 2019
- A plan to recruit additional partners/communities to participate in Street Smart NJ
- Implementation and evaluation of the marketing plan
- Identify potential partners to collaborate on pedestrian safety
- Review other pedestrian safety campaign messaging in New Jersey.
- Prepare a memorandum detailing findings and identifying opportunities for better collaboration and improved consistency with the Street Smart NJ campaign messages.
- Technical memorandum outlining the approach and rationale for refining and/or retooling the campaign brand and messaging.
- Templates for retooled and/or new campaign materials (i.e., posters, tip cards, banners, e-blasts, advertisements)
- Develop an updated social media guide with images and graphics formatted to various social media platforms (Twitter, Facebook, Instagram).
- A strategic communications plan with detailed budget and implementation schedule, with tactics specific to the different kinds of communities (Rural/urban/suburban communities, DHTS grantees, or LSP improvement recipients) outlined.
- Assist the NJTPA and participating TMAs and communities in implementing the strategic communications plan in at least six communities, including, as needed, arranging ad buys, developing customized materials, creating multimedia materials, etc.
- Plan and support two campaign kick-off events with demonstrations to attract public/media attention.
- To reduce the incidence of pedestrian crashes, and the resulting injuries and fatalities;
- To increase the number of motorists who know and comply with the state’s pedestrian safety law, which requires motorists to stop and stay stopped for pedestrians in the crosswalk;
- To increase the number of pedestrians who recognize the dangers of jaywalking and practice safe walking techniques (i.e., use crosswalks, obey pedestrian traffic signals, refrain from crossing mid- block or against the light);
- To increase the number of key influencers (i.e., teachers, doctors, police officers, clergy, local elected officials) who address pedestrian safety through outreach and education; and
- To position the NJTPA and its Board as leaders in addressing safety through the expansion of a pedestrian safety education campaign that can be replicated and customized by communities across the state.
- Evaluate the effectiveness of the campaign messages and media campaign
- Detail how many people viewed or heard campaign messages through each of the various outreach methods.
- Complete a final report detailing evaluation findings and recommendations for improving campaign reach in the future.
- A detailed project schedule to be submitted at the kick-off meeting for the NJTPA’s review and approval
- A minimum of three (3) face to face project management meetings to be held at key decision points throughout the process
- Bi-weekly updates between the NJTPA project manager and the consultant project manager. Email status reports will serve as documentation and deliverables for the bi-weekly updates
- Meeting agendas (including necessary handouts/presentations) and minutes, including written summaries of all project management meetings
- Monthly progress reports and progress schedule, corresponding to the invoices
