TRENTON, NJ: The New Jersey Motor Vehicle Commission has awarded Oxford Communications a $3 million contract to support various driver outreach programs.
The three-year contract has an annual budget of $1 million, with an option to renew it for two additional years. This is the first time the state agency has hired a PR AOR, according to procurement documents. Previously, it worked with firms on a project-by-project basis.
With more than 25 million customer contracts each year, the state agency needed outside assistance to ensure desired outreach results on upcoming endeavors, the RFP said.
Oxford's work will include assisting with the department's expanded Skip the Trip program, which began last November.
Skip the Trip allowed those born on or before December 1, 1964 to renew their driver's licenses or non-driver IDs through the mail. Within a month, 75,000 customers took advantage of the program, according to state data.
“We're expanding the program to all drivers, and [the NJ Motor Vehicle Commission] does not have the capacity in-house to do the type of campaign needed to get the word out about that,” said Bill Quinn, director of communications at the New Jersey Treasury Department, which oversaw the agency search.
Oxford pursued the account because it felt it had a strong skill set to encourage change in consumer behavior, said John Forberger, communications group account manager at the firm.
Earlier this month, Nevada's Department of Transportation re-hired Penna Powers Brian Haynes to promote its Zero Fatalities marketing program.