Americans Growing Indifferent to Dangerous Driving Behaviors

You've probably read some of the many pieces published recently noting the decline in the number of miles that Americans drive (here's one). While this development is probably a good thing in terms of safety statistics and our environmental health, you might think that it spells the end of traffic school. On the contrary, nothing could be further from the truth! Our primary mission has always been traffic safety education, and a new report from AAA makes it apparent that that's never been more necessary.

An recent analysis of survey data by the AAA Foundation for Traffic Safety found that Americans are now less likely to perceive a serious threat from dangerous driving behaviors than they were a few years ago. And while traffic crash fatalities had been on the decline in recent years, the decreased concern is accompanied by an estimated 5.3% increase in annual fatalities—totaling more than 34,000 in 2012.

Some of the dangerous behaviors over which survey respondents' concern has dwindled over the previous four years include:

• The number of people who believe driving after drinking is a serious threat declined from a near universal 90% in 2009 to 69% in 2012.
• The number of people who consider drowsy driving a very serious threat declined from 71% in 2009 to 46% in 2012.
• The number of people who believe that texting or emailing while driving is a very serious threat declined from 87% in 2009 to 81% in 2012. The number of people who admit to texting while driving increased from 21% to 26% during the same period.
• The number of people who consider red-light running to be completely unacceptable declined from 77% in 2009 to 70% in 2012. Over a third (38%) admitted to running a red light within the previous month.

It's clear that the traffic safety education industry still has quite a bit of teaching to do! Make sure you're discussing these extremely hazardous behaviors—and their potentially deadly consequences—with your students in class. And take every opportunity to advocate for safer driving behaviors. You might just save a life!

"Licensed" or "Approved"?

Traffic Safety Consultants, Inc., (TSC) is writing to remind you that the California Department of Motor Vehicles (DMV) does not allow you to market your traffic violator school (TVS) as "DMV-Approved". Rather, TVSs are licensed by the DMV, and must be advertised that way on your website(s) and in all other marketing materials.

Please check your website(s) for this language. If you are currently advertising your TVS as "DMV-Approved," you must have this changed to "DMV-Licensed." Have your Web designer take care of these edits. Or, if you have obtained a website through TSC, please e-mail Chris Kalili to request an update to the site.

Note that if this situation is not verified and corrected, as needed, you will be marked as non-compliant on the next regulatory review of your website! Please take a moment to check your site and ensure that the appropriate edits are made.

Update: Sizzlin' Summer Sales Competition

A month ago, Traffic Safety Consultants, Inc., (TSC) wrote to announce its Sizzlin' Summer Sales Competition. The goal of the contest is simple: Increase your number of paid registrations and the percentage of students purchasing Completion Trackers during the competition period (vs. similar statistics from the previous month). The two affiliates with the greatest improvement in each of these two categories will win great cash prizes.

Progress Report

The top performers for the halfway point of the contest (July) are:

Registrations

1. A Driving Ed. Trainers: +144%
2. Newport Driving School: +32%

Completion Trackers

1. Prestige Driving and Traffic School: +210%
2. Nice and Easy Traffic School: +29%

It's Not Too Late!

In the original announcement, we shared some marketing tips that could help you to boost your numbers. And as you can see, those who have been picking up the phones have seen a significant increase in sign-ups and in sales of Completion Trackers.

If you could use some extra income these days—and let's face it, who couldn't?—follow our tips for success. And if you boost your performance enough, you could earn yourself a prize at the end of the contest to boot!