1. Analisia, Barbara, Jasmine, John, Mio

2.  Goal 1: Develop partnerships with stakeholders  Measures of Success: 10% increase in insurance company incentives for new safety technology within next two years 10% increase in content syndication by specified stakeholders (DMVs, insurance companies, car companies, civic organizations) Interdisciplinary work meetings (including police) in 30% of states

3.  Goal 2: Develop widely used tools that promote safe teen driving, such as Parent-Child Agreement and other materials  Measures of Success: 10% increase in syndication of agreement partners

4.  Goal 3: Increase perceived and actual benefits for parents to teach their teens safe driving habits  Measures of Success: Surveys

5. Strengths Prominent and numerous partners State health depts and other partners can drive traffic to site Many communication channels Trusted brand Research supported Data and analytics readily available Ability to develop mobile apps Weaknesses Unable to change website layout Unable to create new Twitter handle Poor quality posts Lack of online community Fear of privacy issues with social media Clearance process in CDC Low budget Low visibility (CDC and campaign) Too focused on car crashes and fear, rather than building a relationship between parent and teen that supports safe driving habits

6. Opportunities Social media is powerful for one-on-one engagement Third party organizations can use data.gov and content syndication Speaks to authoritative parents Threats Other causes get more attention from media and parents People don’t know what the Injury Center does 508 compliance Conflicting key words and search terms People don’t realize a car is a weapon Current messaging does not speak to permissive or authoritarian parents Low threat perception Driving is seen as a right, not privilege

7.  Parent with cooperative, pre-license child  “I’ll drive you everywhere, forever.”

8.  Parent with rebellious, pre- licensed child  “Shape up and pull your weight!”

9.  Parent with rebellious, licensed child  “Whatever you do, just don’t have sex!”

10.  Parent with cooperative, licensed child  “Use your common sense.”

11.  Focus more on responsibility of driving and partnership between parent and child rather than negative outcomes like car crashes Currently may create awareness but scares the audience  Improve tools  Expand and enhance partnerships to be a main resource repository

12.  Formal and specific contract language outlining teen offenses and their consequences from the AAA parent-teen driving agreement**  Clear categorization/segmentation on homepage (Before You Start Driving, Learning to Drive, Driving on Your Own)  Have separate resource pages for teens and for parents  Automatic filtering of information based on your state  A simple site map at the bottom of each page**  Functional buttons rather than text links  Engaging, colloquial language that viewers can related to For example, “In a hurry?” instead of “Summary” Decrease bounce rate by creating easy/intuitive starting point  i.e. James the attorney from Framingham who checks the website in a huff

13.  “Parents are the Key” Parent Blog Facebook connectivity Enable easy share via Twitter, Facebook Recruiting CDC parents to be bloggers  Infographics, not eCards! about teen driving, tips for safe driving, the cost of driving, and safety statistics that are engaging easily shareable on Facebook, Pinterest, and other social media platforms

14.  Car Mode New feature for smart phones …similar to new ¨Do not disturb¨ mode Locks phone except for emergencies Once car is turned off car mode deactivates and displays a log of activity: texts, calls, alerts  Driving Checklist Teaching tool Checklist for teens before starting the car

15.  Change tone: new messaging, images, media Decrease threat and severity Increase supportive messaging that encourages safe driving through supportive relationship between parent and teen All of our personas would be paralyzed by the current tone  Segment by parents of teen with a license and parents of teen about to get a license And keep in mind cooperative and rebellious teens when designing materials

16.  Focus on content syndication This feature will make content easily sharable and customizable for partners  Improve parent-teen agreement Make more customizable Incorporate consequences “James” would appreciate the focus on responsibility and set consequences This is relevant for “rebellious” teens

17.  Scrap the current campaign.  Focus less on being the destination and more on being a supportive resource.  Work on building partnerships with organizations and companies with high visibility and the “Family Feud” factor.  Lend content, expertise, and validity through the CDC brand.