Group Prospectus Letter Rough Draft

Paula F. Downey
President
American Automobile Association
5705 S Harrison Blvd
Ogden, UT 84403

Dear Paula Downey,

Part One:
I am a member of America Services PR which is a growing non-profit organization specializing in creating public service announcements. America Services PR has been campaigning for revolutionizing views on texting and driving. We want to invite you to be a part of this by sponsoring us $2 million to create and air an influential memorable PSA. This will benefit you by advertising for you while encouraging a good cause.

Part Two:
AAA is the first company we have asked to be a part of this campaign because of its advocacy in car and traffic safety. You’re previous sponsorships for the Lesbian and Gay Film Festival and Visa allow for advertising but sponsoring a PSA will get AAA nationally recognized and encourages something more closely related to the mission of AAA. When sponsoring our PSA you will say to customers and to the nation that the association is trying to prevent tragedies instead of just cleaning up after them. We see this from your mission statement which states, "To promote health care policies that ensure excellence in the ambulance services industry and provide research, education and communications programs to enable its members to effectively address the needs of the communities they serve." AAA serves more than 75% of the US population so the reputation of the association is important and can have a much larger impact on citizens than a less prominent company.

Part Three:
The current problem that we both face is texting and driving. Eighty percent of all crashes in the US are caused by distracted driving. We found that almost 50 percent of all drivers between the ages of 18 and 24 text and drive. Each year, 21 percent of fatal car crashes involving teenagers between the ages of 16 and 19 were the result of cell phone usage. This result has been expected to grow as much as 4 percent every year. Educating the public on the risk and results that texting and driving causes it would be exponentially beneficial for AAA. Prevention of car accidents would decrease money AAA spends on responding to these accidents and result in an increase of revenue for the association. By sponsoring our PSA, the association will be striving to its end goal which is to serve and educate the US population. There are too many drivers who do not understand the repercussions of texting and driving and the public ought to be more aware of the dangers of distracted driving.

Part Four:
Our approach to this problem of texting and driving is to educate the public by creating a bold televised PSA. The PSA storyboard we have created shows a newly married couple driving when the driver begins to text and drifts off the road. They have a head on collision and results in a multiple car accident. We want to show the consequences of distracted driving in a manner that will stick in driver’s minds and cause them to think twice before texting and driving. We also want to create a radio PSA that is short and simple but pulls at heartstrings as it tells the story of a death caused by distracted driving. The radio PSA we believe will be effective because drivers will hear it while they are in the car already. It will be more of an instantaneous reminder. This will help close the gap between how drivers think of texting and driving now and how they should think about it.

Part Five:
My organization is the most promising for this campaign because of previous experiences we have had with successful PSAs. An example of a previous PSA America Services PR contributed in would be the United Kingdom’s Texting While Driving PSA. It was shown in schools as part of a 30 minute deterrent workshop for texting and driving. We have received the desired feedback for the PSA. It described as “effective, violent and bloody”. America Services PR would like to use similar tactics on a PSA for the United States which will likely have the same results as the United Kingdom. One of the members of America Services PR worked side by side directing many PSAs and knows what graphic elements are needed to give the most impact. For the UK PSA we worked with skilled stuntmen and cameramen. America Services PR has built a relationship with these companies and we have already discussed terms for creating a PSA. They have given us a generous offer which would put your sponsored dollars to the best use. We plan on using this PSA on television in the evening so adults and teenagers will be able to watch it. The PSA we also believe will be most effective if shown in Driver’s Education classes. It would also be beneficial to show this PSA at the Department of Motor Vehicles so while people are bored waiting they will be educated.

Part Six:
Like I previously stated we are asking for AAA to sponsor America Services PR $2 million. We broke down the costs of everything. The estimated amount of money needed to create a multi-car crash is $500 thousand in parts. The cameramen gave us a deal of $150 thousand. Stuntmen will cost around $100 thousand as well. For special effects a team estimated $200 thousand. We then wanted to run the PSA during the evenings which estimates to $1 million for advertising time. Lastly we wanted $50 thousand to distribute the PSA to schools and DMVs. If it is more appealing to AAA we have considered splitting a sponsorship with other companies with similar goals or relations such as Allstate Insurance. The audience reached and impact this PSA will have is limitless so we would like to give AAA the opportunity first to decide if it’s worth splitting sponsorship or if the association wants to be solely recognized for this PSA.

Part Seven:
America Services PR plans on starting filming January 2010 and airing the PSA in March. In order to accomplish this goal we need to know your interest by December 15, 2009. If more details are requested please use the information below to contact me. Thank you for your time. We will hear from you soon.

Sincerely,


Amanda Running
President-America Services PR
amandarunning@americaservicespr.com
435-555-3941

America Services PR
392 East 9000 North
Logan, UT 84321