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Marc Stryker


We knew 2015 was going to be an embarrassment of riches for movies. It’s pretty telling that the goods were still great even when one of the most hotly anticipated films turned out to be a thunderous dud (sorry, Avengers: Age of Ultron fans, you know it’s true). So if you couldn’t find anything to your tastes at either the local multiplex or art house theater, than maybe it’s time for you to grab your food storage and guns and go off the grid. Here’s what kept the folks at Penna Powers from running for the hills:

Inside Out – Pixar strikes again with this tale of the emotional world inside an emerging adolescent girl. As always, Pixar makes movies for both kids and adults, without having to drop annoying pop culture references to keep the parents engaged. This tale was sweet and entertaining on the surface while supplying the depth needed for satisfying repeat viewings. And Amy Poehler and Tina Fey seem to be in a see-saw match to win the movie-star-who-could-also-be-your-best-friend award.


The Martian – This could have been an over-the-top sci-fi action spectacular but surprisingly, director Ridley Scott went with a more low-key approach combined with spare, but amazing visuals. We liked the way the film economically showcases how a problem gets solved by a team of professionals – less flash, more problem-solving, which is typically how we work as well, though we’re not usually tasked with getting a stranded astronaut home from Mars.


Room – Based on the book of the same name, this film from director Lenny Abrahamson (who also helmed the very strange but interesting Frank), is simply sublime. Given the pitch black subject matter, that would seem a near-impossible task. But Room manages to transcend the lurid nature of its premise with very strong performances from little Jacob Tremblay and Brie Larson.


Ex Machina – This is the year of Swedish actress Alicia Vikander, who seemed to star in everything.  And all her performances were memorable, especially this one, where she plays an artificial intelligence creation. Poe Dameron from Star Wars plays the arrogant creator and General Hux plays the audience stand-in who “wins” an opportunity to play the human component in a Turing test. And what a test this turns out to be.


Mad Max: Fury Road – We’re all familiar with the sub-genre of film known as the “road movie”, where a protagonist or two go on a road trip and through a series of often zany adventures, find something about themselves in the process. Well, take that concept and stir in an unholy concoction of cocaine, adrenaline and amphetamines and you get this insanely kinetic road trip across an apocalyptic wasteland brilliant enough to make us forget all about Tina Turner and the Thunderdome. Oh what a lovely day!


Jurassic World – We’re obligated to include a Chris Pratt movie in our year-end listings and this one just barely beat out Jem and the Holograms.  Jurassic World was on top of the world box office until a certain space movie came out. Ironically, this little film earned director Colin Trevorrow the right to helm Episode 9 in the Star Wars canon. See you in 2019!


What We Do in the Shadows – Hilarious faux-documentary/found footage of a secret vampire society.  Fortunately, they’re led by the always reliably funny Jermaine Clement.


Ant-Man – We were quite underwhelmed by the trailers for Marvel’s almost forgotten Avenger. Fortunately, the movie turned out to pretty dang good, with the best ever cinematic use of Thomas the Tank Engine.


The Hateful Eight – Like Chris Pratt, we are also under contract to sing the praises of Quentin Tarantino, because he doesn’t do that himself enough. Most of us haven’t seen this one, but of course, the universe wouldn’t be right if a Tarantino flick wasn’t on a top ten list.  We’ve heard Samuel L. Jackson is at his most Samuel L. Jacksonion in this one – not sure how he can top Pulp Fiction or Snakes on a Plane, but we’ll buy a ticket to find out.


Star Wars: The Force Awakens – Thanks for scrolling through this blog post to find out what you already know to be true.  Penna Powers loves Star Wars!  I mean, we almost have an unlawful infatuation with it. We’ve already made J.J. Abrams an honorary partner of the agency – he actually has a key and can stop by whenever he wants. Mr. Abrams now has the reputation of being the go-to franchise realignment specialist. Witness how he rescued the Mission Impossible franchise from John Woo’s slow-motion dove fetish, Star Trek from the clutches of film formaldehyde and Star Wars from George Lucas himself. Abrams made both a modern and nostalgic sequel that zings and swings and features real actors’ real faces that are actually connected to their real bodies.

Honorable Mentions: Beasts of No Nation, Cinderella, Spy, Black Mass, Bridge of Spies, The Revenant, The Shaun the Sheep Movie, Mission Impossible: Rogue Nation, Slow West, Infini, Advantageous, Chappie, Kingsmen: Secret Service, Vacation, Kurt Cobain: Montage of Heck

What do you think we missed? Let us know what you liked in 2015 in the comments below. And be sure to check out the Penna Powers Picks: Best Movies of 2014.

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iStock_000020824252_LargeFrom caring for our air and helping reduce driving fatalities, to making the most of holiday celebrations with Utah’s premier grocer, Penna Powers in partnership with our clients won first place Golden Spike awards for the following communications:

  • Harmons summer print ad (print display)
  • UCAIR digital boards (outdoor)
  • Zero Fatalities Utah “Law to Save Lives” (public service/advocacy)
  • Zero Fatalities Utah Bicycle Safety video (video)
  • Zero Fatalities Utah Chalkboard Illustrations (print communications)

Heralded as “Utah’s longest-running, most prestigious public relations and communications awards”, more than 100 entries were submitted to this year’s annual best practice award competition. It was sponsored by the Greater Salt Lake and Utah Valley Public Relations Society of America (PRSA) organizations.

Additional accolades for campaigns and programs earning finalist status this year:

  • Harmons for the Holidays (publicity and media relations)
  • Harmons Mother’s Day 3D Video (social media)
  • Harmons Food for Thought summer edition photography (print communications)
  • Penna Powers “Have an Awesome Holiday” card (direct mail)
  • Safe Trails. Serious Fun. (videos)
  • TravelWise “Rethink Your Commute” (television commercial)
  • UCAIR “Show UCAIR” media partnership (publicity and media relations)
  • UCAIR social media campaign (creative tactics)
  • UCAIR “Show UCAIR” winter inversion campaign (public service/advocacy)
  • UCAIR “Woodburning” online ads (interactive communications)
  • UCAIR “Skip the Smoke, But Keep the Fire” (radio spot)
  • Utah Division of Wildlife Resources Fish Utah results research (research)
  • Zero Fatalities Iowa radio spot (radio commercial)
  • Zero Fatalities Utah “Ice, Snow & Construction” (publicity and media relations)
  • Zero Fatalities Utah elevator door wrap (creative tactics)
  • Zero Fatalities Utah chalkboard TV (television commercial)

Entrants this year were submitted by agencies, businesses and organizations from higher education, government entities, medicine, sports organizations, outdoor adventure and community education initiatives.

The Colorado PRSA chapter judged award entries. Different from most award programs, the Golden Spike awards criterion includes measurable demonstrations of increasing awareness, changing behavior and modifying perceptions. The annual competition is sponsored by the Utah Chapters of the Public Relations Society of America, the International Association of Business Communicator and the Utah Society for Healthcare Communication and Marketing.

We applaud our clients for the products, safety and health programs that improve our quality of life, and love being a partner on their team.

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IMG_3980 800 pxHailing originally from far-off Park City, Samantha Martin joined our social team last month.

We knew we liked her when we learned that she could live on pizza, cheeseburgers and milkshakes. She could entertain us too as she plays the guitar, mandolin and ukulele.

From an early age, social media has been in her blood. She shared that in 2nd grade, she was the culprit of holding up a school field trip when she wandered off in her snowshoes, tromping through mud to take pictures to document the events of the day.

Her experience includes managing social media for several companies from footwear to food, and she recently graduated from the University of Utah.

At Penna Powers, she’ll be responsible for executing social strategies and promotions for a variety of clients from social change to retail.

#WelcomeToTheTeam Samantha!

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Working as a media planner gives me the opportunity to interface with a lot of sales reps. Their titles vary from account managers, business development executives, marketing specialists, or sales managers, but they all share the same central role – to get people to use their company’s services.

Media planners act as giant filters. They are tasked with analyzing all of the opportunities available and fitting them into a client’s media plan that helps achieve specific goals.

Sales reps and media planners have a symbiotic relationship. One thrives along with the other. A good media planner is always looking for new opportunities, and a good sales rep provides those opportunities.

What creates the most value for a media planner (and their client) is for a sales rep to provide relevant information for their product. This is the best form of selling. My favorite reps send regular updates, for example:

  • Showing what’s new in their platform
  • A recent success
  • A new product
  • An idea they’ve had for one of my clients

That keeps them top-of-mind, and I make updates to a spreadsheet of all the companies and their product offerings that I work with. I’ll oftentimes pass along this list to my colleagues and clients, which creates long-term value.

Bad salesmanship usually falls into one of four categories, with all being related to selling blindly without an objective in mind. Some of the worst things sales reps can can do are:

  • Wildly ask to get on the next proposal
  • Just follow up casually
  • State that they’ve seen our client advertising and asking why it’s not with them
  • Do the above mentioned items through email

A good salesperson cultivates relationships with their clients. Because those relationships typically aren’t built through email, neither should their sales pitches. I’ve compiled a few emails my colleagues and I have received that showcase this form of poor salesmanship.

Example 1 – Overselling

I wanted to reach out to you to get the specs for the upcoming digital campaign for client X. Are we looking at $3,500 -5,000 for this campaign? Please let me know so that I can reserve the impressions for you. It’s a hot commodity because of its efficiency and I want to ensure that we can fulfill your request.

Example 2 – Blind Selling

I want to gain your endorsement as a visionary in the digital space. There have been features integrated into our platform which I believe you’ll find impressive. I implore you to get on board, grab the future by the lapels and run a native advertising campaign to amplify your branded content. May we count on your support?

Example 3 – Why Isn’t It Me?

We noticed that you guys have a billboard on the I-15 talking about this and that. We can take this to the next level for you guys. We can run banners on the site. Press releases. You could even sponsor our X show that goes out through the FB feed, on the website, etc. Seriously, Jennifer, you guys are not taking advantage of our services. We even have the coupon of the week that goes out to X email subscribers that KILLS it. Let’s do something. How do we get started?

Example 4 – Casual Follow Up / Passive Stalking / WTF?

Just popping by and checking in on your current planning at Penna Powers. Below are two photos of what I would look like if I were a caterpillar of sorts just checking in, or a dolphin just popping by. Let me know the scoop when you’re able.

Bad Sales Emails

Bad Sales Emails





These images were actually embedded into the email.

We hope our clients appreciate the work we do to filter these, and that anyone selling can learn what is most valuable to provide to media planners.

What’s your worst sales email? Let us know in the comments.

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What does it mean to be creative? Is there an undeniable logic that governs all creativity? Or have we assigned so many different definitions to the word that now it means almost nothing? I’ve heard that everything worth doing has already been done. If so, what is there left to create? Can we be more creative? Perhaps creativity is dead.

The truth (if there is any to be found) is that creativity is actually thriving. In fact, in a recent presentation given by Penna Powers founding partner Chuck Penna, I learned that the demand for creative jobs is rapidly rising in the United States. While creativity is ever expanding, however, there’s still no clear definition as to what “being creative” actually means. Jonathan Tilley, a brand strategist who targets creative minds, said it well: “Creativity is as individual as it is universal.”


You might want to sit down. Your mind is about to be blown mildly engaged.

In other words, something could be incredibly creative to one person while still being absolutely boring and mundane to the next. While combining two seemingly unrelated and overused ideas could be the next creative break that leads to a total cultural revolution, it could also be an absolute train wreck failure that no one cares to remember. So what am I saying? I’m saying that I have no idea what creativity is and I probably never will. But don’t worry. Even though I can hardly answer any of the questions I’ve been asking, I can tell you my (completely unbiased) opinion on how to be more creative.

And my answer is simple. In fact, I’ve been using it since the sixth grade, and it’s called “guess and check.”

For those who might not remember, “guess and check” is an extremely useful (though widely discouraged) tactic of taking a math problem and “guessing” the final answer. Then, plug the final answer into the question and see if it fits. You’ll know you’ve got the right answer when every part of the equation falls into place.

Applying this basic math strategy to life, I think there is only one way that any of us can truly be more creative, and that is by trying new things until we figure out what works. If you’ve always done it the same way, consider changing it. You might be more creative than you think.

Here are some ideas to get you started:

  • Write a short story about a problem you are having, complete with a villain and hero (maybe throw in super powers too).
  • Learn how to juggle.
  • Write down 50 random words on pieces of paper and store them in your office. Next time you can’t think of a proper solution, pull a single word from your stash. Problem solved.
  • Take an extra long shower in the morning.
  • Never considered yourself much of an artist? Perfect. Sketch out your problem or idea. Use stick figures if you have to.
  • Sing your next presentation. Or at least say the same things as you would normally with a beat.
  • Stay awhile and listen.
  • Wear a costume and pretend to be that character while you work; try to think about how that character would solve the problem.
  • Use big words and wear glasses.
  • Go horseback riding.
  • Let a horse ride on your back.
  • Try a sport you’ve never tried before. If there is none, make one up.
  • Lay down on the ground and weep softly to yourself.
  • Pretend your problem is the latest board game to hit the shelves. Then play it.
  • Record yourself talking about things.
  • Pick up a new instrument. Or a new language. Or at least try watching a new show on Netflix.

And that’s only a few ideas to get yourself started. I’m sure as you try more and more different things, you’ll figure out what works for you. And yes, you will be more creative. I like to live by the motto that, with the exception of very few things, “you can’t know until you’ve tried.” So try, try again or whatever that expression says. And if all else fails, you can always ask us at Penna Powers for help.

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Last week I was asked to present at the Annual Administrator’s Conference “The Learning Edge.” My topic: how to best teach and reach creative students in the classroom. Our company has been hiring creative folks for over 30 years, so I was glad to share my own experience and that of our creative team.

First, I wanted to prove how important creative jobs are in our economy. Many people were surprised to learn that developing creative talent is actually good for business. According to the US Bureau of Labor Statistics, the creative industry is responsible for $700 billion annually in the United States. Demand for creative jobs has risen 40% in the last decade, with one in 12 new jobs being creative in nature.


A word cloud that depicts the most “common” jobs among creative people

The creative industries offer many more opportunities now than when I grew up. When I was in high school, I had no idea what was out there. While most classes bored me, I loved to draw and write, but I had no idea that I could make money doing what I love. I can remember my dad telling me repeatedly, “art is fun…but you need to find a real job”.


Chuck Penna in High School

Lucky for me, my high school art teacher encouraged me to enter a graphic design contest. After taking first place, I went back east for the national competition where I was first exposed to the creative world. I think I came in last place in the contest, but I got to meet the creative judges who just so happened to be creative bigwigs from different advertising agencies. I couldn’t believe that it was possible to be paid to do what I loved to do (and work with really cool people while I was at it). I had found my future career.

While I know that there are many more creative jobs available today, as I prepared for my presentation, I wondered if our current creative team had an earlier introduction to the creative world than I did. I was surprised to find out many still had no idea in high school that their creative skills would lead to their current job.

I showed videos of our creative folks discussing their high school years. They had some of the same issues I did: not focusing in classes that bored them and not fitting into the perfect student profile. They all agreed that creative exposure was incredibly important. If you take high school students to different creative firms early on, for example, it can get them excited about their creative skills and show them how important it is to start developing their talents early.

At the conclusion of my presentation, a high school principal approached me with a very interesting dilemma. He said his oldest son is a straight-A student who wants to be an engineer and has already picked the university he plans to attend. Then he told me he was concerned that his middle son, who plays lots of video games and spends weeks getting ready for Comic Con, would struggle to find a “real” job. I told him not to worry, his son could be the next Star Wars director or design the next AAA video game hit. The key was showing him that his passion could turn into a job that he will love. The world needs creative people and engineers, and I think it’s about time we started showing our high school students how their creativity can turn into a fulfilling career.



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iStock_000056378480_LargeWe strive to be a great, creative, inspiring workplace and are honored this year to be recognized by the Salt Lake Tribune as one of Utah’s Top Workplaces in the small business category.

Earning a ranking for this prestigious award is based solely on the results of an employee survey administered by WorkplaceDynamics, LLC, that measures several aspects of workplace culture including Alignment, Education and Connection, just to name a few.

“The Top Workplaces award is not a popularity contest. And oftentimes, people assume it’s all about fancy perks and benefits,” said Doug Claffey, CEO of WorkplaceDynamics. “To be a Top Workplace, organizations must meet our strict standards for organizational health. And who better to ask about work life than the people who live the culture every day – the employees.”

Penna Powers also received special recognition from the Tribune for encouraging “New Ideas.” Salt Lake Tribune writer Rosemary Winters writes – “For an ad agency, empowering employees to share new ideas isn’t just a workplace perk, it’s also an essential piece of the business model.”

We couldn’t agree more. Penna Powers has thrived for over 30 years because CEO and founding partner Chuck Penna’s one rule – “the best idea wins.”

We’re proud to work at an innovative agency and be part of a group that is recognized time and again for being a top-notch place to work. Click here to read more about the Salt Lake Tribune’s Top Workplaces Award and Penna Powers’ innovative approach to communication.

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As you should know, Star Wars Episode 7: The Force Awakens is coming out December 17. That’s just 29 days away! That leaves us with about four weeks before the new movie is upon us. In other words, now is definitely the time to start preparing.

If you haven’t already, you should start by checking out the latest trailer that came out a few weeks ago. Man it’s amazing. Gives me shivers every time I watch it (and I’ve watched it a lot). Tickets went on pre-sale recently as well and they’ve already smashed pretty much every ticket sale record ever.

“American retailer Fandango said JJ Abrams’ film sold more than eight times as many tickets on its first day of release – Monday – as the previous record holder, 2012’s The Hunger Games. Separately, IMAX revealed it took $6.5m in ticket sales on a single day for The Force Awakens, having never made more than $1m in 24 hours previously. The space opera reboot was also the bestselling film on, representing 95% of sales on Monday.” Source

In other words, get hyped. This is going to be good at any rate, now let’s go on to the meat of this post… How should you be preparing for the next Star Wars? Well, don’t you worry. I’ve got you covered. Depending on your level of interest in Star Wars, I’ve prepared several activities you can engage in to make sure Episode 7 is as absolutely enjoyable as it can be.

The Casual Fan

If you have seen all six movies but are more of a movie fan than a Star Wars fan, there isn’t a lot of preparation for you. That being said, you could probably use a refresher on the movies, especially the original trilogy. While Disney has done an marvelous job at keeping the story a mystery, we know that it takes place roughly 30-years after the end of Episode 6. As such, at bare minimum you need to watch Episode 6 before December 17. To be more prepared, you should watch all three of the original films or the entire six part saga. We have four weeks before the movies come out, so if you watch one movie a week, you can easily finish the original trilogy with some time to spare.

If you want to watch the entire saga, the standard 1 – 6 order should work fine for you, though if you want to spruce up your viewing experience, consider the Machete Order or the Ernst Rister Order.

The Absolute Newbie

If you haven’t seen ANY of the Star Wars movies then shame on you! That’s terrible, but it’s not too late. You can be reclaimed. Since you know nothing of the story or the legacy of the Skywalkers, you simply must watch all six movies in preparation. That being said, don’t watch the movies in the 1 – 6 order (the Chronological order). For the ideal viewing experience, watch the movies in the Ernst Rister order (4 -> 5 -> 1 -> 2 -> 3 -> 6). Click here for more information.

Since we only have four weeks left to prepare, you’re going to have to watch one movie every four days in order to finish on time. While I’m still ashamed that you haven’t seen any of the films yet, I envy the fact that you can watch them with fresh eyes. Enjoy it!

The Star Wars Nerd

You’ve seen all the Star Wars movies more than once. You know quotes and famous scenes. Star Wars isn’t just a movie, it’s a part of your childhood. As such, you should take some extra care to prepare for the movie. You can start now by re-watching the six movies in any order or at any pace you wish. On top of the movies, however, you should consider doing some reading. While most of the expanded universe is now defunct, there has recently been a resurgence of new literature to soak your mind with. One in particular was written as a precursor to Episode 7. While it doesn’t contain much in the way of movie spoilers, it does provide a good introduction to the current state of the Star Wars galaxy where the movie takes place. The book is called “Aftermath: Star Wars: Journey to Star Wars: The Force Awakens.” I know the name is long, but the book isn’t. You can easily finish it within four weeks. The book does a good job of providing some insight into what the Star Wars universe is like post-Episode 6.

The Star Wars Fanatic

This last section is for the die-hard of the die-hard Star Wars nerds. Your love of Star Wars has become a part of who you are in ways that aren’t wholly healthy. Either way, if you care about Star Wars this much then it’s probably impossible to over-prepare for the movies. So go hog-wild. Watch all the movies a few times over (I’m on my third round). Watch the Clone Wars or Star Wars Rebels on Netflix. Read Aftermath and any of the other books released (here’s a list of the current cannon/timeline). Read up on Wookiepedia (the Star Wars wikia) and definitely, definitely read all of the Star Wars news you can get your hands on. Just remember, anything you read online that isn’t straight from Disney or is probably false. Oh, and last of all… Get a costume. Make opening night a memory you’ll have for the rest of your life. Go all out and I’m confident you won’t regret it. Here and here are some good places to get started on costume searching. That is all for now. More updates coming soon 🙂

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Motorcycles are a part of the great American tradition. It’s all about escaping the cages, exploring the open road and seeing the world. However, the fact is that there are certain risks that come with riding a motorcycle. Between 2009 and 2013, nearly 1,100 motorcyclists were seriously injured in Nevada and almost 250 riders lost their lives on our roadways. In an effort to educate riders on safe driving behaviors and decrease motorcycle fatalities on Nevada’s roads, a unique and effective approach was needed. With the Nevada Rider Chalkboard Video, we illustrated the three most dangerous behaviors for motorcyclist in Nevada. With eye-catching graphics and a specifically targeted online media buy, we were able to reach 88.9% of motorcycle riders in Nevada with a frequency of 12. 


The objectives of the video were to educate motorcyclists on the dangers of speeding, drinking while riding and not wearing a helmet. In order to do this effectively, we felt we needed to reach 75% of Nevada’s 80,000 motorcycle riders with a frequency of 7.

The chalkboard approach was chosen because it was a unique way to stand out and get the motorcycle safety message to those who needed to see it. We created eye-catching graphics that gave the video a motorcycle-culture look and feel. Artists were then photographed drawing the designs and animation was added in post-production.

Our key messages included:

  • Wear a Helmet: It’s the Law
  • Slow Down: Speed Kills
  • Nevada Riders Ride Sober

Videos :60, :30 and :15 in length were create so that they could be placed on a variety of channels, reaching a larger percentage of riders in Nevada.


The challenge here was that we were trying to reach a very specific target demographic – Motorcycle rider in Nevada. Additionally we knew that most motorcycle fatalities and injuries in Nevada involve male riders ages 26-55. We wanted to reach as many people in this target as possible with as little waste as possible.

From a media buying perspective, we knew that online advertising offers some of the best targeting available and with it, we were able to hone in specifically on our target. Creating an online video, allowed us to expand the message to digital channels where younger adults are consuming content.

Additionally, social media consumption continues to rise in the 26-55 age bracket, offering advertisers some of the best targeting available. Once again, allowing us to hone in. Social media complimented the digital efforts by positioning content on each channel that the audience interacts with.


Although awareness research has not yet been conducted, the number of views that the video has received exceeded our expectations and tells us that we successfully reached viewers and are getting the message across with a high frequency.

  • The reach for this online video was 88.9% and we obtained a 12 frequency.
  • YouTube impressions during the campaign run time were 869,054.
  • YouTube views to date are at 75,934.
  • Pre-roll impressions were 638,485.
  • On Facebook, the video received positive feedback with 496 likes, 35 comments and 76 shares.
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In an effort to decrease serious injuries and fatalities involving cyclists on Nevada’s roads, the Nevada Department of Transportation planned to launch a public awareness campaign that encouraged both drivers and cyclists to share the road. The goal was to start a conversation about safe roadway behaviors among drivers and cyclists alike, and show them that both parties play a part in keeping each other safe. We used social media to engage with both general and Hispanic markets, garnering 154,202 engagements, 1,796,164 impressions, and 530,959 reach among our audience.


The main objective for this 2-week campaign was to garner 100,000 number of social media engagements (likes, shares, comments), so we needed to ensure our content was compelling, engaging and sparked enough emotion to start a conversation among our audience. Secondarily, we wanted to achieve 3.0x frequency, 495,000 reach and 1,485,000 impressions, to ensure that our message was getting out to enough people and was being registered and understood.


With two parties using the same roadways but completely different modes of transportation, there is definitely an “Us vs. Them” mentality. Cyclists blame drivers don’t give them enough space. Drivers blame cyclists for following the rules of the road. We wanted to speak to both cyclists and drivers to show them that they are both responsible for everyone’s safety. Both parties need to share the road and do their part on Nevada’s roads to help us reach our goal of Zero Fatalities.

Our two audience segments are as follows:

  • Primary Target: Drivers, ages 18-49
  • Secondary Target: Adults, ages 18-34, with lower incomes, who use bike as primary mode of transportation (skewing male)
  • Language(s): English & SpanishWe took a broad, overall awareness approach with the driver audience, knowing that all drivers needed to hear this message. With the cyclists audience, however, we honed in on a very specific segment that is more likely to be involved in cyclist/passenger motor vehicle crashes, injuries and fatalities: young, low-income adults (primarily males) who use bikes as their primary mode of transportation. Social media was an excellent tool to hone in on this target, as we could not only specify age, location and gender, we could also target by their income, language and interests.


The costs per engagement (CPE) for the promoted post came in well below the industry average ($1.06) for both the English and Spanish posts – confirming that our content inspired our target to take action. These English and Spanish posts also achieved nearly 14,500 engagements, and there were over 5,000 clicks through to the website to learn more information. The videos came in under the average costs per view ($0.03) and 684,840 impressions. Below is a complete breakdown of the results:

Posts (English):

  • Engagements: 12,173
  • Impressions: 928,376
  • Reach: 300,201
  • Frequency: 3.09x
  • CPE: $0.56
  • Website clicks: 4,999Posts (Spanish):
    • Engagements: 2,278 • Impressions: 218,948 • Reach: 68,866
    • Frequency: 3.18x
    • CPE: $0.66
    • Website clicks: 763Video:
    • Views: 139,827
    • Impressions: 648,840 • Reach: 173,961
    • Frequency: 3.73x
    • CPV: $0.02
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