Client: 178-101

Date: May 7, 1996

Campaign date: Campaign materials in time for a June 1 start date.

Project Summary:

This is a xx week campaign tentatively scheduled to begin the first week of June, as part of the Sacramento regional marketing campaign. There are three telecenters located throughout Placer County in the cities of Roseville, Auburn and Rocklin. There is one telecenter located in Grass Valley, in Nevada County. Also identified for possible promotion is the Vacaville telecenter, located in Solano County, although this telecenter may be closing in June.

Campaign themes could focus on cost effectiveness/cost savings for both the employer and employee--overhead and start-up cost savings for the employer, parking and fuel savings for the employee.

Communications:

(What is the collateral piece supposed to achieve? What is the reader/viewer/listener supposed to think and feel as a result of the advertising/collateral piece?)

The creative work we will be creating includes:

1. Print ads for home-end (employee message) and work-end (employer message) papers

2. Outdoor, located along I-80 corridor or major arterials (Hazel, Sunrise).

Targeted to Employer

Think:

I've heard about telecommuting for my employees. I want more information, and someone to answer my questions. If I want to keep my quality employees, I should give them the option of working closer to home a few days a week. I'll call 800-COMMUTE to talk with someone.

Feel:

Finally, I have a cost-effective alternative for my employees. It seems like telecommuting could work to my benefit--lower overhead costs, increased worker productivity and less absenteeism. And, quality of work won't be compromised with their high-tech equipment and professional environment.

Targeted to Employee

Think:

Why should I commute to (work-end) everyday when I can work near my home a few days a week and reduce my commuting time, stress and cost? The telecenter (at Grass Valley, Auburn, Rocklin or Roseville) is close and fully equipped, so the quality of my work won't be compromised.

Feel:

Finally, I have an alternative! I can work at the telecenter a few days a week, and still be in the office for important meetings. I wish I found about this before--all the money and time I could have saved!

Target Audience:

(Who are we talking to? Do they have any behavioral or attitudinal characteristics that are relevant to this campaign?)

Employees who live in Grass Valley, Auburn, Rocklin and Roseville (potentially Vacaville) but work in other areas, mainly along I-80 into Sacramento.

CEOs of mid-size companies and middle management in Sacramento, Placer, Nevada and El Dorado Counties.

Brand Context:

(Information about the market, the brand/product/promotion issue.)

Telecenters for the most part are a new/poorly understood concept. Many employers are skeptical about allowing their employees to telecommute. Many potential telecommuters are hindered from the telecenter program by their managers/supervisors. Marketing needs to generate awareness, explain the benefits and educate both decision makers and employees about telecommuting.

Proposition:

(What is the ONE most important benefit or fact that the target group should take out of the advertising/collateral piece?)

Employer:

Telecommuting is extremely cost-effective--there is little to no capital investment. The bottom line for me is increased worker productivity, money saved and happier employees. The telecenter(s) also has state of the art equipment for my employee, so quality of work won't be compromised.

Employee:

By working at a telecenter a few days a week, I can work productively and efficiently in a professional environment. I reduce my commute time, save money on gas and increase my personal time, while maintaining my quality of work..

Support and Copy points:

(What are the facts that give the target group permission to believe the proposition?)

Benefits of telecommuting (Employee message):

• Savings on parking, fuel, maintenance, insurance and other travel-related expenses
• Improved job efficiency and productivity
• Reduced commuting time and distance
• Increased scheduling flexibility
• Fewer on the job distractions
• Preferable work environment

Benefits of telecommuting (Employer messages):

• Cost effective business strategy--savings on office space and parking
• Minimal capital outlay and low monthly expenses
• Increased worker productivity
• Lower employee absenteeism
• Fewer distractions
• Decreased employee turnover as a result of higher morale and flex scheduling
• Competitive advantages in hiring qualified people living in rural areas
• State of the art office equipment

Tone and personality:

Simple, user friendly, professional

Must haves:

For both outdoor and print ads:

Number to contact for more information: 1-800-COMMUTE

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

Locations of telecenters on print ads:

Placer County

• Auburn
• Rocklin
• Roseville

Western Nevada County

• Grass Valley

(possibly Vacaville in Solano County)