In 2010, Florida adopted new documentation requirements for residents renewing or obtaining a new drivers license/ID card, and the Department of Highway Safety and Motor Vehicles (DHSMV) gave the responsibility to Kidd Group to inform Florida citizens of this new law. The specialists at Kidd Group designed an integrated public relations and marketing plan to most extensively promote the idea that the DHSMV created to encourage Floridians to “gather” their necessary documents, “go” to a driver license office and “get” their new card. In order to purchase a new driver’s license, Florida residents are now required to show proof of identification, social security number and two forms of residential address and Kidd Group made sure to provide this information to a widespread audience for the convenience of all Florida residents.
To kick off the “Gather. Go. Get.” Campaign, Kidd Group conducted a virtual press event that was accessible to all reporters in person, through conference calls, or through webinars. In order to ensure maximum coverage, a partner site was developed, PromoteGatherGoGet.com, which provided press materials, logos, fact sheets, pre-packaged copy, contact information and advertisements. Additionally, a 30-minute TV special was produced, following three Florida residents who embarked on the journey of obtaining a new driver’s license which covered the three main issues that usually occur.
Overall, Kidd Group garnered more than 40 million earned media impressions. There have been a total of 51 print publications that have made over 30 million impressions, 87 news spots, reaching an audience of over four million and 22 online publication postings that have encouraged over seven million unique visitor impressions. As if the “Gather.Go.Get.” campaign hadn’t already proven to be a success through these results, 5 commercial buses in the state of Florida have been wrapped with the logo to further give the program an identity and create awareness throughout the state. Each day, Florida residents can successfully obtain a new driver’s license or ID card in the most convenient and efficient manner possible.