RECEIVE AND FILE EXPRESSLANES MARKETING PLAN

Transcription

1 @ Metro Los Angeles County One Gateway Plaza 21j.gz2.20~ Metropolitan Transportation Authority Los Angeles, CA gooiz-2952 rnetro.net 34 AD HOC CONGESTION PRICING COMMITTEE JULY 20,2011 SUBJECT: EXPRESSLANES MARKETING ACTION: RECEIVE AND FILE EXPRESSLANES MARKETING PLAN RECOMMENDATION Receive and file report on plans to market and perform outreach on various facets of the ExpressLanes project. ISSUE Staff is implementing the early stages of marketing and outreach efforts for ExpressLanes, with particular emphasis on three upcoming project milestones. The attachment to this report provides an overview of the plan. DISCUSSION Staff has developed a comprehensive marketing and outreach plan in support of the ExpressLanes project. The plan is aligned with four project phases: Infrastructure/Service Improvements - This phase focuses on the June Silver Line service enhancements and improvements along the 1-10 and corridors. Construction/Proaram Development - This phase includes a project awareness/education campaign that begins with the ExpressLanes groundbreaking event on July 6 at the Artesia Transit Center. Proiect Launch - This phase concentrates on the details of HOT lane usage and sales of transponder accounts. Program Expansion - This phase focuses on customer growth and retention of the fully operational ExpressLanes system.

2 NEXT STEPS Staff will continue to prepare outreach materials for the August 16 Vendor Fair and the October 25 Metro ETC Marketing Workshop. Staff will also aggressively implement further tactics in conjunction with subsequent phases of the project. ATTACHMENT A. ExpressLanes Draft MarketingIOutreach Plan Prepared by: Warren Morse, Deputy Executive Officer, Communications Omark A. Holmes, Senior Marketing & Communications Officer ExpressLanes Marketing

3 Matt ~ayrfiond Chief Communications Officer Arthur T. Leahy Chief Executive Officer I ExpressLanes Marketing

4 ATTACHMENT A Purpose Introduce Metro ExpressLanes program and build acceptance of HOT lanes along the and

5 Metro ExpressLanes Challenges Communicate project benefits Mitigate construction impacts Explain how to use (fee structure) Promote sales (transponder accounts) Market related services Educate about rebate/carpool Metm Strategies Phase and target communications Leverage community/corridor benefits Simplify message delivery Identiwtarget specific user groups Leverage technology/existing systems Crow distribution Metm

6 Key Messages There are new travel options on the 1-10 and Freeways Now you have a choice when the freeway is jammed Know how long your trip will take 0 Metm Campaign Elements Print and Online Advertising Community Outreach Social Media Partnerships Media Relations 0 Metm

7 Phases I nfrastructure/service l mprovements - Includes Silver Line service enhancements Construction/Program Development - lncludes July 6 Croundbreaking event Project Launch - lncludes launch of transponder enrollment website Program Expansion - lncludes customer centers - Transponders on HOT lanes Q Metw Tactics I nfrastructure/service I mprovements - Promote Silver Line service enhancements through e-blasts, onboard materials, print and online advertising, social media and updated website - Promote infrastructure improvements along the and corridors through targeted e-blasts and community outreach QM,

8 Tactics Construction/Program Development - Prepare press kit, maps, banners, posters, signage, fact sheets, social media elements and e-vite to support July 6 ExpressLanes Ground breaking - implement targeted education and awareness campaigns through project video, fact sheets, e-blasts, community and partner outreach - Build general interest customer database through print and online marketing materials - Prepare information kit for Aug 16 Vendor Fair and Oct 25 Metro ETC Marketing Workshop Met, Tactics Project Launch - Provide complete details of HOT lanes usage through website module, online ads and media outreach - Promote sale oftransponder accounts through print, broadcast and online Metm

9 Tactics Program Expansion - Continue to promote the fully functional Metro ExpressLanes with a concentration on customer growth and Metw ExpressLanes Materials Metra

10 ExpressLanes Materials Resource Guide Fact Sheet 0 Metm Current Milestones Website: Com plete Outreach Materials: Complete Express Lanes Resource C uide: Com plete Silver Line Service Improvements: Complete 511 Partnership: Complete Groundbreaking: Complete ETC Workshop: Oct Metm

11 Success Measures Silver Line ridership Transponder account sign-ups 0 Metm