Will Your Headlights Keep You Safe?

One of the primary tenets of defensive driving is to see and be seen, and a vehicle's lighting systems go a long way toward making that happen. It's important to make sure that your lights are activated as required by law, of course, but what happens when "doing your best" still isn't good enough?

The headlights of most vehicles do a poor job of lighting up especially dark roads, according to tests performed by the Automobile Club of Southern California's Automotive Research Center (ARC). "By failing to properly light roadways at moderate speeds, a pedestrian or animal may not become visible to a driver until it's too late to stop," explained Megan McKernan, manager of the research center.

ARC's study found that halogen headlights—which the auto club says are on 80% of the vehicles on the road today—"fail to light the full distance necessary for a driver to detect an object or obstacle in the roadway, react, and come to a complete stop" on unlit roadways at speeds as low as 40 mph. While such roads are typically rural, they account for 40% of all vehicle miles traveled annually.

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Halogen headlights have a tungsten filament that glows when electricity passes through it. Enclosing the filament in an air-tight chamber filled with a halogen gas improves longevity and output.

High-intensity discharge (HID) headlights, sometimes called xenons generate light by producing an arc between two electrodes suspended in an inert gas. HIDs last longer and burn brighter than halogens, but the bulbs are more expensive.

LED headlights are comprised of light-emitting diodes, semiconductor chips that produce light via electroluminescence when electricity is passed through them. They have no filament, no moving parts, and can be combined into almost any arrangement. They are much more efficient and durable than halogens or HIDs.

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High-beam settings on halogen headlights improved sight distances by 28% at the testing facility, but in real-world conditions only provide enough light to safely stop at speeds of up to 48 mph—well below what people travel on many rural roads. HID and LED headlights illuminated dark roadways 25% further than halogens, but still failed to do an adequate job at highway speeds.

"While it's encouraging to see the safety benefit that newer headlight technology offers to drivers, there's still room for improvement," said John Nielsen, AAA's managing director of automotive engineering and repair. He noted that better technology is available in European vehicles, but U.S. regulations limit the light output for vehicles sold in the United States.

Drivers can enhance their vision and visibility with these tips:

• Make sure headlights and windows are clean and in good condition. Dirty headlights and windows can scatter light. And plastic headlight covers may get cloudy with age, which can limit effectiveness. Keep these elements clean and clear, and replace cracked lenses and burned-out bulbs.
• Keep headlights properly adjusted. Headlights that are properly aimed will illuminate the road better and will be less likely to blind other road users. Have the headlights checked the next time the vehicle is serviced.
• Be considerate about using your high beams. Dim the headlights when approaching other users of the roadway so as not to blind them.
• Don't use fog lights if the weather is clear. Fog lamps—used in conjunction with low beams—can be a great help in foggy conditions. Avoid using fog lights under clear conditions, as this can create glare; and never use them alone.

Remind students to always take care not to "outdrive" their headlights. Even the best lighting technology has limitations, and you never know what's beyond the illuminated area!

Driver Permit Test Online Retest Fees

As your curriculum provider, Traffic Safety Consultants, Inc., (TSC) is writing with an update regarding the Class E online driver license knowledge examination ("Driver Permit Test Online") service.

At the end of January of this year, TSC was required to begin using the Florida Department of Highway Safety and Motor Vehicles' (DHSMV) approved vendor, Solutions Thru Software (STS), as a provisioner of test items for this service. Despite using an outside vendor, DHSMV has inexplicably continued to impose a $10 retesting fee per student per attempt. TSC is forced to pass this cost along to your students, and we are writing to notify you that, effective April 30, 2015, prices charged to students for Driver Permit Test Online retests will reflect this additional cost.

While we regret that this change is necessary, it is in direct response to a DHSMV policy that impacts all providers of the Class E online driver license knowledge examination and is unavoidable.

We thank you for your lasting partnership with TSC, and wish you all the best!

Rearview Camera Systems Soon to Be Mandatory

The National Highway Traffic Safety Administration (NHTSA) will soon require all new vehicles to come equipped with back-up camera systems, or rearview monitors, that meet certain specifications. (According to the rule, 10% of automakers' new vehicles must have the equipment by May 1, 2016; 40% by May 1, 2017; and all models by May 1, 2018.) The NHTSA estimates that such rear visibility technology will significantly reduce an estimated 210 fatalities and 15,000 injuries—roughly a third of which involved children under the age of five—that result from back-over impacts each year

Research has demonstrated that factory-installed and aftermarket camera systems, across a variety of vehicles and manufacturers, increases driver visibility into the rear blind zone. However, cameras do not necessarily show a vehicle's entire surroundings. Remind your students that, even when a vehicle is equipped with such systems, they should employ the following safety tips:

• Walk around the vehicle before getting in. Nothing beats a quick, direct visual inspection of the area surrounding your vehicle when it comes to detecting obstacles you might want to avoid.
• Use camera systems in addition to mirrors and direct observation when backing. Camera systems are a helpful supplement to mirrors and, of course, to directly observing the backing path by turning and looking over the shoulder. Don't rely on them exclusively.
• Clean the camera lens for better visibility. Rain, snow, slush, dust, and other contaminants can cloud the camera lens and blur or distort images. By regularly cleaning the lens, you ensure the best possible picture from your rearview monitor.

Back-up camera systems are likely to enhance safety, but they are not a cure-all for backing hazards. Remind students of these safety tips to keep them (and their loved ones and possessions) safe.

Build Customer Relationships in Five Easy Steps

Most small businesses associate marketing with advertising. But today, it's defined in much broader terms. By engaging customers one-on-one and sharing your expertise, you don't simply provide great service to that customer. You make a lasting impression on that customer—and any other customers who witness (and might benefit second-hand from) that encounter—and demonstrate that you have their best interests at heart. That sort of outstanding service, and the word of mouth it generates, can help you to land and retain customers. And while using email and social media to attract and retain customers may sound like a lot of work, this simple, five-step process shows how easy it can be:

1. Ask for permission. Before you add a name to your contact list, ask for the customer's permission to do so. No one wants to be bombarded with "junk mail." But if you explain the benefits of subscribing (e.g., "insider" deals and free expert advice), they're more likely to register—and to look forward to hearing from you.
2. Be where your customers are. Identify the two social media channels where your customers are most active and focus your actions there. By understanding what's important to them, you can tailor your efforts to match. And you'll smartly target your limited time and energy where it will do the most good.
3. Provide valuable content. Enthusiasm is contagious, and your expertise is valuable to your customers. Apply this to your online marketing efforts to show why prospects should choose you over the competition and to reach a wider audience with your message.
4. Engage your customers. Engage your customers in genuine dialog. Offer helpful information rather than constantly making an overt sales pitch. A good rule of thumb is to present 80% informational content and 20% promotional content. And when sharing tips, don't forget to repost appropriate content from others—giving credit where necessary—to encourage participation in the conversation.
5. Track your progress. Are subscribers reading your emails? Which articles/posts were most read and shared? Did customers redeem your latest promotional offer? Keep track and keep doing those things that prove effective. The more you understand your audience, the stronger your marketing results will be!

Set up a good marketing routine, and your efforts will become easier and your results magnified. Plus, it's rewarding to build upon the goodwill that you've established with customers. Your efforts don't have to be expensive or complicated, so get started today!

New California Products: Mature Driver and Driver Education Courses

Traffic Safety Consultants, Inc., (TSC) is constantly working to expand and improve the product lines that we offer to our affiliate partners. Toward that end, we are proud to announce the upcoming availability of two outstanding new products for California drivers:

Mature Driver Improvement Course

TSC's online Mature Driver Improvement Course allows California drivers age 55 and older to save money on their auto insurance premiums. State law requires that insurers reduce rates for three years for a driver who completes a DMV-approved accident prevention course, and older motorists can take a "renewal" course every three years to maintain the discount.

Like all of TSC's Internet-based courses, this simple online program is usable even by students who don't have a great deal of experience with computers. The easy-to-read instructional content is supplemented with colorful cartoons, charts, and video presentations that thoroughly explain the material, and students can finish the course at their own pace by signing in and out of the program as they need to.

Because of the challenges related to officially licensing a school to present Mature Driver Improvement Courses, TSC is offering this product on a referral basis only.

Driver Education Course

California law requires young prospective drivers to complete 30 hours of driver education, and TSC's fun and easy-to-complete online Driver Education Course will help them to fulfill that requirement. The lessons are designed to prepare new motorists for the process of obtaining a driver license: to familiarize students with the California Vehicle Code and to teach them the basics of motor vehicle operation, in preparation for their behind-the-wheel training.

The course is simple to navigate, but has enough interactive and multimedia content ("bells and whistles") to keep today's Internet-savvy youth engaged and learning. The text and illustrations are thorough and informative, and the program is accessible on a smartphone, tablet, or any other Internet-connected device—even one of those old-fashioned desktop computers!


These programs will be rolling out shortly, and a member of TSC's Affiliate Program will contact very soon with the details.

New California Laws for 2015

A new year brings new traffic laws to California. Several new laws will take effect in 2015. As a provider of traffic violator school (TVS) instruction, you should familiarize yourself with these changes so you can provide the proper education and assistance to your students.

Internet Curriculum Update

As your curriculum provider, Traffic Safety Consultants, Inc., (TSC) has already updated the Internet-based curriculum, and your students are using it now. You need to do nothing further.

Classroom Curriculum Update

Those of you who are delivering classroom instruction must ensure that you are teaching students the updated curriculum. Download the electronic files from the CA Course Provider Administration website for the latest Lesson Plan updates (modified pages only), Safe Driving Journal (student and instructor versions), and final exam forms/answer keys. The files are available now, and you should begin using the updated materials immediately.

Make sure that you and/or any instructors you employ are explaining the new laws to students and distributing the latest versions of the classroom materials, as you will be responsible for teaching/testing students on this new material!

Booklet Curriculum Update

Those of you who are offering the home study booklet must ensure that you are providing students with updated curriculum materials. Download from the CA Course Provider Administration website the latest final exam forms and answer keys, available now, and begin using those immediately.

The copyright notice is at the
bottom of the Table of Contents page.

The next order of books that you receive from TSC will be the latest edition. You may continue to use "old" booklets from your inventory. However, if the bottom of the Table of Contents page of a book that you are sending to a student does not have a 2015 copyright (see example picture), you must include a "new laws insert" (available for download from the CA Course Provider Administration website) in the packet.

Make sure that you ship the latest version of the home study booklet (or include an insert) and student materials, as you will be responsible for teaching/testing students on this new material!


*** Booklet Curriculum Procedure Update ***

This year's update brings a slight change to the booklet course administration. By regulatory requirement, "Participation Questions" ("quizzes") are now presented as part of the student materials. Therefore, the student materials/procedures for booklet students have been revised as follows:

• Instruction Sheet: The instructions given to students have been expanded and, as a result, the personal identity validation box has been moved to the final page and combined with the copyright acknowledgement. Note that you will still need to personalize this form with your school's contact information.
• Participation Questions: This form is now included as pages 2 – 3 of the student materials.
• Students are to complete this form as they proceed through the course—i.e., answer the appropriate questions as they complete each chapter.
• Students must complete the participation questions and return that paperwork to the school. These questions are to be graded—answer keys are included with your new final exam answer keys, and incorrect answers should be marked as such—but the student's score on the participation questions does not impact their completion status in any way.
• The Participation Questions form is to be saved by the school, along with the other student materials that are required to be retained in students' profiles.
• Final Exam: (Exactly as before, but placed later in the student materials packet.)
• Personal Identity Validation: This information has been moved from the front page to the final page and combined with the copyright acknowledgement. As before, this must be signed by the student for them to receive credit for completing the course.

Chris or Tara will be contacting you shortly to go over the new procedures and to make sure you have the necessary files.

Get Social with Your Customer Service

Consumers expect today's businesses to have an active social media presence. In addition to pushing information to the public, you can use your social media account(s) to help satisfy customer service needs. Check out these useful tips to get your social customer service off the ground:

1. Answer customer service inquiries in a timely manner. What's always been good advice is even more applicable in the online world of instant gratification. This doesn't mean that you have to be on social media 24/7 (like when you're driving down the road, as so many of your customers are). But it does mean that you need to consistently monitor your accounts so you can respond to questions and comments. Build this into your daily routine. A quick response goes a long way toward making customers feel valued.
2. Don't erase complaints; resolve them. Customers sometimes air their grievances on your social network for all to see. Your first inclination may be to erase negative interactions. But if your customers are allowed to see that you're actively resolving issues, the upside can be incredible. Most people understand that problems occasionally come up; by handling them openly and fairly, you show all of your customers that great service is a top priority.
3. Consider a dedicated support channel for Twitter. People flock—pun intended—to Twitter to ask questions and raise concerns. If you're getting a lot of customer service activity on your "main" Twitter handle (which you'd rather keep open to share news, promotional content, etc.), you might consider a dedicated support-only handle. Be sure to list your support Twitter handle on the Contact Us/Support page on your website and/or Facebook page. (Don't forget to monitor this handle for activity! If you have a support person or team, give them access to manage that account specifically.)
4. Remember to check Facebook Messages and Posts to Page. Two Facebook features you'll need to stay on top of with regard to customer service are Messages and Posts to Page. Anyone, whether they "like" your page or not, can reach out to your business with a question or concern via Messages (page administrators are notified of these, or they can be accessed via the Messages link in the "This Week" box on the right-hand side of your page). Any comments made in the Posts to Page section are public on a Facebook business page, but these will not show up in your news feed; monitor these in the lower left-hand side of your page.
5. Be nice! As on the roadway, a good attitude and pleasant demeanor can do wonders to improve almost any situation. If you remain congenial and helpful, most people will respond positively—and others will want to make use of your services, too.

Adding social media to your customer service mix is a great way to serve your customers and attract new prospects. Once things are up and running, it's easy to slip these activities into your daily schedule, and the results can be rewarding.

Promote Your School on Facebook

Don't let a lack of tech savvy scare you away.
Facebook is easy, fun, and full of prospects!

Your customers are on Facebook—and you should be, too!

This post isn't intended to provide technical, step-by-step instructions on how to create a Facebook page for your business; there are many other resources available if that's what you're looking for. Rather, this is a simple guide to encourage you to get started on social media marketing.

Where do I begin?

The first step is to fill out all the vital information about your school in the categories provided in the Facebook profile: school name, location, and contact information. This information will be the same as what you include on your website and/or in other marketing materials.

Don't forget to add some pictures! Everyone likes pictures, and your Facebook page should include pictures of your school, your cars, your instructors, and yourself—even happy customers, if they'll allow you to use their image. Photos are vitally important because they provide a connection between the Internet and the real world. Consumers can be skeptical about placing their faith—and their hard-earned cash—into the anonymous void of the Internet. Pictures build recognition and trust between you and the customer.

Okay…what's next?

The next step is to post regular and interesting status updates. These can range from additional pictures or instructional diagrams to important driving information and news from your school. You might post about special offers or deals you're offering. Updates are what you use to keep your customers interested and thinking about your school.

How often should I post status updates?

No more than a couple a day, but at least once a week. Such a wide range is obviously a rough guideline. Experiment to see how much effort you're comfortable putting in and what seems to work best in terms of getting a response.

How do I get people to "like" my business's Facebook page?

Start by inviting your family and friends. Once you've got a handful of "likes" it becomes easier to get more. Your next source should be your customers. Start telling people that your school in on Facebook, and make sure to mention your page during class. Reach out to your best customers and build outward from there.

What about paid advertising on Facebook?

Facebook offers several types of paid advertising, but the results can be spotty depending on execution. If you've got some Facebook paid advertising experience, please leave a comment below that we'll share with the other readers of this blog.

What's the point of all this?

As with all advertising, the intent is to drive more customers to your school. Most potential customers who don't select a traffic violator school off of the DMV/court list are going to start their search online or by asking friends and relatives for recommendations. Your school's Facebook presence is the 21st century equivalent of handing out your business card. You're hoping that the prospects you encounter are going to pass the information on to people they know, who will also become your customers.

Can you provide an example of a business's Facebook page?

Check out the Facebook pages of active social media marketing masters like Pepsi or M&Ms, to get some ideas. Or maybe you're already doing something great on Facebook—in which case you should leave a comment below and share what you know!

Florida Curriculum Update for 2014

In response to the "Aaron Cohen Life Protection Act" (SB 102, 2014 legislative session), the Florida Department of Highway Safety and Motor Vehicles (DHSMV) recently mandated that all 4-hour Basic Driver Improvement (BDI) and 12-hour Advanced Driver Improvement (ADI) programs present information on "Vulnerable Road User" (VRU) safety. Such instruction is particularly valuable to Floridians, as walking and bicycling are unusually dangerous in the state.

Going forward, BDI and ADI courses are required to describe and provide statistics on vulnerable road users, specify what laws and infrastructural trends have been implemented for their protection, and explain driving techniques that can enhance VRU safety. Toward that end, Traffic Safety Consultants, Inc., has updated Internet-based programs to account for these new curriculum requirements. Further, inserts for the booklet and video/DVD modalities are provided via links below; please include a copy of the VRU insert sheet with each product that you ship, in addition to any other applicable inserts.

Classroom instructors, meanwhile, should familiarize themselves with the "VRU Lesson Plan materials" content (link below). BDI instructors are to include this new material with their discussion of "Sharing the Road," which has always contained some of the content presented here. ADI instructors are to include the entirety of this all-new content between the sections "Is Speeding Really Dangerous?" and "Driving While Fatigued." This material is intended to be lecture-only, and there are no revisions to the workbooks, Flipcharts, or exams for either of these courses. (If you would like a complete, fresh copy of the revised BDI and/or ADI Lesson Plans, please contact Donna.)

Please click on the links below to access the files you need. You may read/print them online or download them to you local computer for easy access whenever you need them.

• BDI VRU insert - English
• BDI VRU insert - Spanish


• VRU Lesson Plan materials
• BDI: Incorporate this new material into your discussion of "Sharing the Road," which already contains some of the content presented here.
• ADI: Incorporate this new material between the sections "Is Speeding Really Dangerous?" and "Driving While Fatigued." This is all-new content for the ADI program.

Remember that these revisions are applicable to all modalities of the 4-Hour BDI and 12-Hour ADI programs.

Please make sure that you ship the latest home study inserts and discuss this material in class, as you will be responsible for teaching this new material to students!

Bicycle Safety: The Bike Box

A recent Forbes article notes that injuries and fatalities of pedestrians and cyclists have steadily increased since 2009—at a significantly higher rate than motor vehicle fatalities. From 2011 to 2012, pedestrian deaths rose 6% and bicyclist fatalities were up nearly 7%. These road users lack the speed, power, and protective "shell" that a motor vehicle affords drivers, and it is an important responsibility of every driver to ensure their safety.

Traditional Safe-Driving Techniques

The safety of bicyclists and walkers is generally enhanced by limiting the driving speed of motor vehicles and by separating motor vehicles from these road users as much as possible. In a practical sense, this means that drivers should remain vigilant for cyclists and pedestrians, slow down when operating a motor vehicle near them, and give them a generous space cushion—a minimum of three feet between a motor vehicle and a bicycle.

These tips remain helpful, but other steps are being taken at the infrastructure level to enhance the safety of bicyclists.

Bike Box/Advanced Stop Lines

A bike box (also referred to as an advanced stop line or advanced stop box) is a system of road markings employed at signalized intersections to allow certain vehicle types a head start when the traffic signal changes from red to green. The markings include a green box on the roadway with a white bicycle symbol inside, and include a green bicycle lane approaching and leading from the box. There are two parallel stop lines at the intersection: the first, at which all traffic except for the specified users (usually bicyclists, but sometimes buses or motorcycles) must stop; and a second, closer to the intersection, to which only the specified users may proceed. Signage may inform road users of the meaning of the extra stop line. Separate signals may be provided for the specific traffic, but usually all vehicles use the same signals.

The primary goal of this set-up is to prevent, through enhanced visibility and awareness, collisions between motorists who are turning right and cyclists who are going straight. At a red light, cyclists are more visible to motorists because they are in front of them. At a green light, the bike lane through the intersection reminds motorists and cyclists to watch for one another.

When the traffic signal is yellow or red, motorists must stop behind the white stop line that is behind the bike box. Don't stop on top of or "in" the bike box; keep it clear for cyclists' use. A right-turn-on-red may not be made at these intersections. When the light turns green, motorists and cyclists may move through the intersection as usual, with cyclists proceeding first. Motorists turning right on the green should signal and watch for cyclists to the right, especially in the green bike lane in the intersection.

Cyclists enter the bike box from the approaching green bike lane, stopping before the crosswalk on a yellow or red traffic signal. When the light is green, cyclists proceed as usual, taking care to watch for right-turning motor vehicles.

(The City of Portland's (Oregon) Office of Transportation publishes a helpful brochure to introduce motorists to this newer arrangement.)