Background

In response to Caltrans' direction to coordinate marketing efforts for alternative transportation, Pacific/West Communications worked with representatives from transportation and transportation-related agencies in Southern California to create a regional marketing plan. Pacific/West initially worked with representatives from regional transportation agencies to identify the priority markets to target. Then Pacific/West met with both regional and local representatives to develop and execute the very targeted marketing program in Southern California.

Marketing Plan

The regional marketing plan is a strategic document that began with research identifying "who is the audience and what do they want?" The partnership then reviewed the products available to meet the consumers' needs and desires. Based on those findings, geographic- and mode-specific marketing activities were developed to most strategically reach the targeted audience(s). In Southern California, four geographic areas were targeted: Irvine, Tri-Cities (Glendale, Burbank, Pasadena), Van Nuys, and Century City/Beverly Hills/West Hollywood.

Corridor and Mode-Specific Promotions

Marketing campaigns were developed for each of these geographic target areas. Pacific/West assisted in the creative development and execution of the Irvine and Century City/Beverly Hills campaigns. The Irvine campaign focused on rail and carpool and vanpool products. The Century City/Beverly Hills campaign focused on the RUSH! shuttle.

Findings

The Southern California area is geographically very large, with multiple transportation providers at both the regional and local levels. By segmenting the area into very targeted markets, Pacific/West was able to assist in developing and executing strategic marketing efforts. This strategy allowed the partnership to develop priorities and focus marketing efforts away from broad, general marketing. Without a strong force to bring these multiple and varied agencies together, it is unlikely that continued coordinated marketing will occur.