1. Environment Analysis In 1986, the Texas Department of Transportation (TxDOT) launched the “Don’t Mess with Texas” campaign. This was started in an effort to bring to light the increasing little pickup costs. By 2006, “Don’t Mess with Texas” was featured on the Madison Avenue Advertising Walk as America’s favorite slogan during Advertising Week. TxDOT’s record agency for the campaign, EnviroMedia Social Marketing, used traditional advertising, social marketing, public relations and outreach strategies to make their message heard by all Texans. To do this, they identified the main audiences that cause the problem and the most prevalent types of litter. The long-term objectives of DMWT was too raise awareness about littering in Texas and highlight the repercussions of doing so. The campaign managers realized that the worst litterers …show more content…
Problems and Opportunities Although the DMWT slogan is very recognizable, most people don’t know that actual message that it stands behind, which is essentially an anti-litter promotion. Despite the campaign managers’ research, the DMWT campaign did not reach Gen L, its main target audience. The overall lack of effectiveness of their old campaign permits the DMWT campaign managers to do more research and redefine their target audience. They can set new advertising objectives based on new and improved information. Testing those objectives would help familiarize their new audience about the true meaning of the DMWT campaign and reduce the harmful effects of littering. 3. Critical Factors The DMWT slogan is an established slogan in the state of Texas. Although Texans are already very aware of the slogan, there is little awareness about the actual meaning of the slogan and the anti-littering message it preaches. Another important issue is that even the Texans aware of the meaning of the slogan still admit to littering. To combat this, the campaign managers want to use a relatively low budget and complete the campaign in one fiscal