DATE: March 27, 1996

TO: David Lively

FROM: Lisa Burke, Sherry Farmer

SUBJECT: Southern California Region: Corridor Campaign

TARGET AREA: Irvine

CC: Mark Rutherford

Attached is a campaign plan for the Irvine target area, which derives from the regional marketing plan developed and approved last year. Work on this plan will be conducted out of Projects 3 and 10 (planning and execution). As you know, within the Southern California Region, there are four target areas. Within each of these target areas there are several corridors and products being marketed to target audiences. Where the products and corridors can be combined under an umbrella campaign, they are. In other cases, the products and messages are distinctly different. The following campaign plan is for carpools, vanpools and Metrolink in Irvine.

I. Corridor Target/Message Strategy

Target Corridors	91, 55, 5, 405
Target Market	Irvine
Products	Carpool, Vanpool, Metrolink
Target Areas	Home-end 91 Corridor: Riverside/San Bernardino Counties (Corona/Norco, Riverside, Moreno Valley, San Bernardino) 55/5 Corridor: 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 IBC
Key Messages	Convenience/more productive time Four free one-way trips on Metrolink Convenient direct connection between (home-end) and Irvine Spectrum/IBC
In-Kind contributions	SCRRA: Four free one-way rides, PR contact, press releases Irvine Spectrum TMA: staff time, mailing lists City of Irvine: mailing lists, labels, staff time, outdoor bus shelter space Irvine Chamber: server space on their internet page
Timing	Eight week campaign April 12 - June 7, 1996
Tracking/Evaluation	Ridership tracking, caller tracking, bounce-back coupon

II. Campaign Plan

There are six components to this campaign:

• Print ads in work-end publications
• Targeted direct mail piece to employers on the work-end; commuters on the home-end
• Outdoor on the 91 corridor
• Outdoor bus shelters
• Internet page--campaign materials added to existing Irvine Chamber of Commerce page

Print ads will be placed in the following work-end papers:

• Orange County Metro
• Orange County Business Journal
• Irvine Business Connection

The direct mail piece will be distributed to the following audiences:

• work-end audiences using the City of Irvine's employer mailing list and Irvine TMA contacts.
• home-end audiences along selected corridors

One outdoor billboard will be strategically place along the 91 corridor, with the Metrolink message.

We will include nine outdoor bus shelters owned by the City of Irvine; Irvine has also arranged for 2 to 3 shelters in the Koll Center area.

The campaign materials including Metrolink Schedules and carpool/vanpool information will be added to the Irvine Chamber Internet home-page.

III. Campaign Budget Summary

MEDIA/PRODUCTION	COST ESTIMATES
Direct Mail--home-end corridors	$25,000
Direct Mail	$5,700 (total)
Printing	($2,500)
Distribution	($3,200)
Print Ads
OC Metro	$8,984
Orange County Business Journal	$7,200
Irvine Business Connection	$2,100
Outdoor (Production & Placement)	$14,000 placement; $2,000 production
Outdoor bus shelters (production cost only)	$1,750
Internet	$2,500
Total Cost	$69,234

III. Outreach/Media Buy

MEDIA

Media	4/8/96	4/15/96	4/22/96	4/29/96	5/6/96	5/13/96	5/20/96	5/27/96
DIRECT MAIL Home End Work End
PRINT AD-- Mode Pub Date Deadline		Metrolink (2) 4-12 4-5		car/van (2) 5-3 4-26		Metro (2) 5-17 5-10		car/van (2) 5-31 5-24
PRINT AD Mode Pub Date Deadline		Metrolink 4-15		car/van 4-29		Metro 5-13		car/van 5-27
BILLBOARD
INTERNET
BUS SHELTERS

IV. Evaluation

• Metrolink tracks ridership
• SCR tracks calls
• Bounce-back coupon

The following campaign plan is for Telecommuting in Irvine.

Target Corridor	91, 5, 55, 405
Target Market	Irvine
Target Audience	Large employers in Spectrum and IBC (approx. 180)
Key Messages
In-Kind Contributions	Irvine Spectrum TMA Staff time City of Irvine: Mailing lists Telecommute workshop
Timing
Tracking/Evaluation

II. Campaign Plan

• Direct mail
• Print ad
• Cover letter

The direct mail piece will be distributed to approximately 180 work-end employers in the Irvine Spectrum and IBC, with an offer of a 1-1 meeting/CEO Seminar on telecommuting.

Print ads will be placed in the Orange County Business Journal

The cover letter will be sent to CEO's

III. Campaign Budget Summary

MEDIA/PRODUCTION	COST
Direct Mail
Printing
Distribution
Print Ads
Cover letter	---
Public Relations
Total Cost	$14,000

III. Outreach/Media Buy

Media		3/31/96	4/7/96	4/14/96	4/21/96	4/28/96	5/5/96	5/12/96	5/19/96
DIRECT MAIL
PRINT ADS

IV. Promotions

CEO Seminar on telecommuting at City of Irvine, if response to telecommuting letter and direct mail.

V. Evaluation