Communicating and Marketing for All-Electronic Toll Collection. Brought to you by the IBTTA Communications Committee

Transcription

1 Communicating and Marketing for All-Electronic Toll Collection Brought to you by the IBTTA Communications Committee

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3 2010 All Electronic Tolling Campaign

4 Reasons to Convert 92% of our customers use the Expressway 5 or more times per week 72% of customers use SunPass Current cash and electronic equipment needed to be replaced High cost to collect cash reduce operations budget Worlds first all electronic reversible express toll lanes.

5 Campaign Goals Inform general public and customers on how AET works Increase SunPass Usage on Expressway to 80% Reduce or eliminate public relation issues No Accidents after conversion

6 Customer Surveys Type Cash Customers Intercept Focus Groups What to call it Open Road Tolling Cashless Tolling No Cash Tolls All Electronic Tolling Heard of Selmon Expressway? Do you have a SunPass

7 Campaign Microsite Spring, Summer and Fall Newsletters Campaign Video Web Banners

8 Toll Booth Flyers (First Flight) Print Ads Tag Toll Booth Flyers (Second Flight)

9 Toll Booth Flyers (Final Flight) Expressway Signage Toll Booth Signage

10 Media Summary Media Radio Print Description 2-weeks of 15, 30 and 60-second spots, traffic sponsorships and a 2-day schedule of live radio remotes featuring the Selmon Expressway Street Busker. 1-month exposure in daily and community newspapers. Print ads featured a countdown to conversion with ads alternating from full page, half page and quarter page. Online 2-months of streaming banner ads on partner radio station web sites. Ads linked to the campaign microsite, SaveOnTolls.com

11 Public Relations Summary Secured 55 media clips through media relations, including TV coverage Contacted 80 civic and business groups, as well as local employers along the Selmon Expressway. Of that, secured 33 speaking engagements for the THEA team. Delivered AET information to more than 30 organizations to distribute internally Received a 32% increase in fans over a 4 month period on the Facebook fan page.

12 Have You Heard of the Selmon Expressway? Pre Campaign Post Campaign Yes 20% No 3% No 80% Yes 97%

13 Do You Have a SunPass? Pre Campaign Post Campaign No 58% Yes 42% No 37% Yes 63%

14 SunPass Sales

15 Do You Recall the Ad Campaign? No 19% Yes 81%

16 Where Did Hear About AET?

17 AET Communication Budget $300,000

18 Thank you! Sue Chrzan

19 To Boldly Go Where No Toll Road Has Gone Before: Marketing All-Electronic Tolling in a State that Has Never Had a Toll Road Presentation for IBTTA Webinar Series Mike Gentry, Director of Marketing, NCTA August 1, 2012

20 Agenda NCTA Marketing/Communications Objectives Strategy Tactics Results 20

21 Our Products: Triangle Expressway & NC Quick Pass Stunning Expressway with valuable time savings and trip reliability State-of-the-art technology and outstanding customer service 21

22 Goal: To show our customers 22 22

23 Market Research 23

24 Target Audience Media Preferences Raleigh-Durham A25-54 with a HHI of $75K are wired 24 24

25 Communication Objectives: Gain acceptance from key stakeholders o Local & state elected officials o MPO s o Business & community leaders o General public Build awareness Educate the public about the TriEx and NC Quick Pass Drive traffic to ncquickpass.com Sell transponders Encourage usage 25

26 Communication Strategy: Keep all stakeholders informed at every stage of the project. 26

27 Communication Tactics Public workshops CSC grand opening Ribbon cutting ceremony Triangle Expressway Trot 5K Chamber events/visits Community festivals Sport events Employer visits/workshops Leverage local news media Strategic marketing activities 27

28 Strategic Marketing Communications Overall Media Mix Executed: Traffic radio and local cable TV for broader reach Geo-targeted digital/online advertising o Video banner ads and mobile (cell phone) ads marketing Door hangers & direct mail Gas station signage (pump toppers & fillboards) Community newspapers & local area magazines Mobile outdoor (delivery truck billboards) Virtual tour (video) of the project 28

29 Virtual Tour of the Triangle Expressway Featured on YouTube 29

30 Three Phase Media Plan I. Triangle Parkway Opening -Phase 1 Blitz (4Q 2011) Levels: Heavy and consistent II. Maintenance until Phase II Opening (1Q - 3Q 2012) Levels: Lighter and flighted II. Triangle Expressway Full Opening Blitz Phase III (4Q 2012) Levels: Heavy and consistent 30

31 Traffic Radio Airs AM and PM during peak drive times Combination of stations with the highest AQH ranking and share with networks providing complete market saturation Mix of :10 and :15 second spots, live reads and pre-recorded 31 31

32 Traffic Radio Performance DELIVERY One Week Total Spots: GRPs: ,119.3 Reach: 55.4% 88% Frequency: DAYPART DISTRIBUTION (Overall) AM Drive Mon-Fri 6-10 a.m. 55% PM Drive Mon-Fri 3-7 p.m. 45% Total 100% 32 32

33 Digital Campaign Overview :15 second pre-roll video and banner ads online Mobile SMS, banners and :15 second audio to reach on-thego commuters 33 33

34 Overall Digital Performance Campaign maintaining strong Click Through Rates (CTR) Total Delivered Impressions: 5,242,882 Total delivered clicks: 19, % CTR (Industry average 0.02%-0.05% CTR) 34

35 Internet Advertising 35

36 Mobile Theory 36

37 Pandora - mobile 37

38 Specific Media Forbes.com 38

39 Specific Media AccuWeather.com 39

40 ABC11.com 40

41 Door Hangers and Direct Mail Highly impactful - ensures consumer interaction Reached 100% of target Households surrounding TriEx Door hangers to 157,870 HH Direct mail to remaining 34,395 HHs Total: 192,265HHs 41

42 Community Newspapers Targeted specifically Reaches subscribers and non-subscribers ½ page 4-color for page dominance Every weekly issue during launch of Triangle Parkway Result: 115,027 impressions Weekly Cir. 50,000 Weekly Cir. 54,100 Weekly Cir. 2,827 Weekly Cir. 8,100 42

43 Community Print Ad 43

44 Gas Station Signage Typical consumer spends 4 minutes in front of your ad Gas stations are located in high traffic areas where traditional outdoor may be restricted or non-existent Allows targeting by zip code Mix of gas pump toppers and fillboards Result: 1,642,000 impressions 44

45 Mobile Outdoor Reaches commuters while they are traveling on busy routes Routes are concentrated in high traffic areas Trucks saturate the target zip codes in the Triangle Area Creative messaging surrounds the entire truck Result: 11,245,500 impressions over a 12 week period 45

46 Off to a great start a team effort! To over 23,000 sold to date! as of 7/17/12 **Note: Initial forecast was 2700 to be sold by June

47 A Successful Business Board of Directors Marketing Communications Engineering Finance Operations 47

48 Presented by Kim Poulton Director of Communications & Marketing Florida s Turnpike Enterprise

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63 Thank you for joining us.