Client: 178-101

Date: May 6, 1996

Campaign Date:

Concepts: week of 5/6

Campaign start date: by June 1

Project Summary: This is a xx week campaign, promoting multi-modal products competitive with SOV in the Downtown/East Sacramento area:

Carpool, vanpool, express bus, local bus, light rail and bicycling.

We are targeting commuters traveling on three main corridors into Downtown/East Sacramento: SR99, I-80 and US 50.

Approximately 40% of trips to Sacramento employment centers also originate in Downtown or East Sacramento, thus outreach also will target major arterials around Downtown and East Sacramento.

Because the Sacramento region is widely dispersed, the campaign will focus on the work-end, targeting those SOVs who commute into, and around, Downtown and East Sacramento.

Communications:

The creative work we will be creating includes:

Work-end:

• Outdoor billboards
• Outdoor bus shelters (optional)
• Print ads

Think:

I have all these alternatives to choose from to get to work Downtown. The choices are convenient and allow me to have a more productive and potentially less expensive commute. By leaving my car at home, my commuting and parking stress will be significantly reduced.

Feel:

Finally, and alternative to get to work Downtown! I have all these options from which to choose, and it's easy! Why not leave my car at home?

Target Audience:

Work-end:

Downtown/East Sacramento

• Government agencies
• Small employers

Alternative products within Downtown/East Sac. area:

Regional Transit: Bus and Light Rail

Bicycling

Home-end:

Regional Transit: Light Rail

• Rancho Cordova along US 50 to 16th Street Downtown
• North Highlands paralleling I-80 to 12th and Downtown

Regional Transit: Express Bus:

• Yolo County (Woodland/Davis--SR113)
• Yuba City/Marysville (SR 99)
• Folsom, El Dorado County (US 50)

Other potential express bus home-end markets: Stockton/Modesto and upper Placer County

Carpool/Vanpool

Communities more than 20 miles from Downtown/East Sacramento along SR 99 (HOV lane), including Chico, Yuba City/Marysville

Brand Context:

Downtown/East Sacramento is one of nine target markets in the Sacramento region. The area is conducive to alternative transportation for several reasons:

• Potentially expensive and often hard-to-find parking
• The recent dramatic increase in gas prices
• A wide range of convenient alternatives to driving alone, both into and around Downtown/East Sac.

Proposition:

There are several ways I can get from my home to my job in Downtown/East Sacramento with minimum hassle and a potentially faster/more productive/less expensive commute without my car. Once at work, I also have convenient choices to get to meetings, lunch spots, etc. without my car.

Support and Copy Points:

• If I travel on SR99, I can use the HOV lane for a potentially faster commute
• Carpool, vanpool, RT Express Bus and Light Rail allows for more time productivity (eat, sleep, read the paper)
• I can get information on RT buses and light rail by calling 800-COMMUTE, or by visiting the web site.
• I can get around Downtown/East Sac. without my car during the day as well, using RT's buses or light rail, or bicycling. And, I won't have to hassle with driving, circling and parking Downtown.

Tone and Personality

High impact campaign that is user-friendly and humorous, with a clear message to reduce possible multi-modal confusion.

Must-Haves

Number to call for more info: 1-800-COMMUTE

Internet address: http://smart-traveler.com

Schedule, route and fare information for Express Bus, Local Bus and Light Rail into and around Downtown.