Client: 178-101

Date: May 6, 1996

Campaign Date:

Concepts due: 5/14--tentative

Campaign start date: 5/27--tentative

Summary of project:

Folsom and Rancho Cordova are two target markets identified in the Sacramento region. Both Folsom and Rancho Cordova have many large employers, including Folsom prison and Intel. The home end is El Dorado County. The products we will be promoting include vanpooling, carpooling and possibly bicycling.

Communications:

The products we will be creating include:

• Print ads for work-end and home-end papers
• Radio spots

Think

Vanpooling/carpooling is a great way to get from my home in El Dorado County to my job in Folsom/Rancho Cordova. Not only will I save money on gas, I can get an emergency ride home if I need it, so I won't be stranded.

Feel

Finally, an alternative to driving alone on US 50 everyday to work. I should try vanpooling/carpooling and save myself some money, while gaining more productive time. Best of all, it's so convenient!

Target Audience

Work-end:

Employees who work in Folsom (specifically between Intel and Aerojet along Blue Ravine Road and Folsom prison) or Rancho Cordova (specifically Prospect Park and White Rock).

Home-end:

Residents who live in El Dorado County, but work in Folsom or Rancho Cordova.

Brand Context:

Promoting vanpooling and carpooling is especially timely with increased gas prices in California. Additionally, there are many major employers in the area who will support vanpool programs for their employees. There are also two established park and ride lots at the home-end in El Dorado County.

Proposition:

Vanpooling/carpooling from El Dorado County to Folsom or Rancho Cordova is convenient and less expensive than driving alone, and allows me to have more productive time.

Support and Copy Points:

• Areas of El Dorado County (Placerville, Pollack Pines) are approximately 30 miles to Folsom/Rancho Cordova along US 50 (good distance for carpooling/vanpooling)
• Emergency Ride Program is available through the local TMA (areas of Folsom, Rancho Cordova and El Dorado).

Tone and Personality:

User-friendly, humorous, informative

Must Haves:

Call to action:

Call 1-800-COMMUTE for information on how to vanpool or carpool to work.