ORANGE COUNTY TRANSPORTATION AUTHORITY The Toll Roads Marketing Update Presentation
Marketing Update State Route 91 Advisory Committee August 5, 2011 Sheldon Pines, Public Affairs Specialist, TCA Lisa Telles, Chief Communications Officer, TCA
Urban Toll Roads It s all about choice There is nowhere our roads go that you cannot get to with a toll-free alternative Some choices are rational I have to be there on time I am running late The route is shorter I save enough on gas to justify the toll I have more time to sleep in People figure this out for themselves Some choices are emotional I hate traffic My time is important Less stress I love the view A smoother ride is more comfortable with less wear and tear on my car
Urban Toll Roads It s all about choice Some patrons will be habitual users This is my route, I don t care what it costs, this is my daily commute. Most patrons will make their choice on a trip-by-trip basis How crowded are the freeways, how is my schedule hdl running, Do I deserve the treat? The choice to use The Toll Roads often depends on how they feel about them II lovethe TollRoads or I shouldn t have to pay to drive. We advertise to influence their attitude. If they will feel good about The Toll Roads they will use them more.
Our Marketing Plan How it is developed Marshall Advertising & Design is our advertising agency Review of business and initiatives that require advertising support Agency and STCA Communications staff develop a three-year plan with direction and oversight from our Board of Directors joint Marketing Ad Hoc Committee Our Marketing Philosophy Make people feel good about using our roads Utilize humor to bring a smile to their faces Utilize television because it is the best medium for creating emotion Utilize cable TV because it is local and affordable Get more FasTrak accounts as drivers with a transponder are more likely to use the roads Get everyone with a transponder to take more trips Emphasize FasTrak over Toll Roads Focus on the primary benefit - Time Savings Let s look at a few of our TV spots.
Not Everyone Watches Cable TV Incorporate broad based media to increase reach/awareness Reflecting current audience habits, we advertise less in print and more online Internet marketing and the use of promotion codes allow us to measure response more accurately and adjust our media mix accordingly Media Mix for FY11
Geo-Targeted Online Includes local and regional sites as well as ad networks OCRegister.com, Chamber of commerce sites, Patch.com Ad networks targeted to individuals seeking information regarding traffic, sig alerts, etc. Psychographics - Ad networks allow us to reach users in the county who are concerned with local traffic Utilize Flash and rich media units to increase campaign effectiveness Provide a higher interaction rate than banner ads More than 5% of users have interacted with it in some way Average interaction time is 18.4 seconds The most popular portions of the rich media unit are the Live Traffic tab and the Access Points tab
Health Club Signage Utilizes network of 69 health clubs throughout Orange County One panel in each of 69 clubs delivers over 7 million impressions per month ($3.44 CPM) Based on Nielsen Audit targeting Adults 18+ Delivers local, time sensitive, educated people within a positive environment Intrusive Super Panels (26 x 37 ) placed strategically within clubs (near drinking fountains, locker rooms, weight rooms, etc.)
Radio Adlets Utilize efficiencies of purchasing adlets; :05 second ID spots on high profile radio stations Intrusive (schedule during a.m. and p.m. drive only) Efficient (low cost and no minimum spot level purchase) Eliminates network of radio stations KIIS-FM, KBIG-FM, and KFI-AM Low cost; during a.m. and p.m. drive times only Run one week per month, September - May Capable of delivering i several different types of messages
Promotion to Increase FasTrak signups One week period offering $30 in free tolls. All messaging was changed to promote the limited time, signup now event All television spots tagged with the promotional offer A topper was delivered to Orange County Register subscribers Online buy supported promo message for the week 195 traffic radio sponsorship spots ½ page color ads in the local papers Program Results Total Sign-ups for the promotion: 1,263 (30% of total)
Program to Reward Usage $1,000 in free toll monthly giveaway program to motivate and reward ridership Informed consumers through statements and website of program Promoted on TV, through online advertising and with out of home Created excitement around riding the roads More you use the roads the higher the chances of winning Provides PR and social media opportunities High level of participation from account holders, over 115,000 signups to date. We have evaluated the first 24,427 accounts who registered Average increase in revenue, $1.04 per month per account Very positive feedback received at our community events
$1,000 Promotion
Toll Road Tuesdays Program Special offers from third parties to encourage extra trips on The Toll Roads
Drive a Week Free Promotion On-road handout and online banner advertising in April
Marketing by Communications & Public Affairs Staff Community outreach Business expos Civic & community events Speakers bureau Community involvement Chambers of commerce Service clubs Promotional items - branding
Marketing (continued) Charitable donations program Planter signs Welcome Express Web sites thetollroads.com relievetraffic.org Social media Facebook Twitter Lunch & Learn Demographic Survey
Discussion