Client: 178-31

Date: March 18, 1996

Campaign Date: Creative concepts by March 11, 1996. Collateral and advertising materials in time for April 8, 1996 campaign start.

Project Summary: This is an eight week campaign (April 8 through May 31), promoting three products: Metrolink, Carpool and Vanpool.

Communications:

The creative work we will be creating includes:

Work-end:

• Print ads in local publication(s) (Metrolink; Carpool/Vanpool combined)
• Direct mail piece to employers (100 or less employees; approx. 10K mailing list)--combination of all three modes, which describes options and includes copyable fact sheet with phone number for free Metrolink tickets.
• Outdoor bus shelters in Irvine

Home-end:

• Outdoor along the 91 corridor (mode: Metrolink)
• Direct mail to home-end along corridors

Think:

I'm not going to sit in traffic any longer. I have a direct connection between (home-end) and (Irvine Spectrum) or (Irvine Business Center--IBC) that is more convenient than driving alone. I'm going to "just do it!"

Feel:

There's got to be a better way . . . and this is it. It's easy and I'd be stupid not to try it.

Target Audience:

Metrolink/Carpool/Vanpool:

Home-end: Riverside/San Bernardino County commuters, specifically:

91 Corridor:

• Corona/Norco
• Moreno Valley
• Riverside
• San Bernardino

Carpool/Vanpool

55/5 Corridors:

• Yorba Linda
• Anaheim Hills
• Orange

405 Corridor:

• Long Beach
• Seal Beach
• Westminster
• Garden Grove
• Huntington Beach
• Costa Mesa

Work-end: employees and small employers in Irvine Spectrum and Irvine Business Center

Brand Context:

The commute from the Inland Empire into employment centers, including Irvine, is notorious. Relatively new products are making this commute easier, including Metrolink, 91 Fast Trax and carpool lanes on various segments.

• Metrolink's Inland Empire Line began October 1995. The line provides service between existing stations in Riverside, La Sierra, West Corona, Orange, Santa Ana and Irvine. The San Bernardino Station was added to the Inland Empire Line on March 4, 1996.
• The new 91 Toll Fast Trax provides two additional lanes on the 91-- for both SOV and HOV. Three-plus vehicles still have to purchase a permit, but are not required to pay a toll.
• There are also carpool lanes available on various segments on the 5, 55, and 405 corridors into Irvine.

Metrolink in a sense is competing with Fast Trax; we want to keep the focus on Metrolink for this promotion.

Proposition:

Carpools, Vanpools and Metrolink are three ways I can get from my home in Riverside/San Bernardino to my job in Irvine with minimum hassle and a potentially faster/more productive commute.

We'll give you two round trips for free to check out Metrolink service to Irvine.

Support and Copy Points:

Metrolink:

• It is convenient to take Metrolink from the Inland Empire into Irvine
• Metrolink allows for more time productivity (eat, sleep, read the paper)
• Free Metrolink Ride incentives
• Metrolink schedule, route and fare info, plus available shuttles from Irvine/Santa Ana stations to Spectrum/IBC
• Direct connections between Irvine Metrolink Station and the Spectrum via five OCTA buses timed to meet trains.
• Connections from Santa Ana Station to Irvine via two OCTA bus line, Route 461 and 463
• On Metrolink tray liners, can only promote the Inland Empire Line

Carpool/Vanpool:

• SOV commute 50-70 minutes
• Carpool/Vanpool commute plus Fast Trax: 30 minute time savings; 20 minute time savings without Fast Trax
• Carpools and vanpools can use HOV lanes on segments of the 5, 55 and 405 (Toll lanes on the 91)
• Combine Carpool and Vanpool in creative materials, with an emphasis on carpool.

Tone and Personality

User-friendly, humor, clear message to lessen confusion with three-product combination, colorful, contemporary, sophisticated look (see copy of OC Metro).

Must-Haves

• Bounce-back coupon/free-ride incentive on tray liner/direct mail piece
• Number(s) to call for more information:
  • Carpool/Vanpool: 1-800-286-RIDE
  • Metrolink: 808-LINK (no area code needed)