MEMORANDUM

DATE: May 6, 1996

TO: David Lively

FROM: Lisa Burke/Sherry Farmer

SUBJECT: Sacramento Region: Corridor Campaign

TARGET AREA: Folsom and Rancho Cordova

CC: Mark Rutherford, Velma Lucero

Attached is a campaign plan for the Folsom and Rancho Cordova target areas, 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 Sacramento Region are eight target areas. Within each of these target areas there are several corridors and products being marketed to target audiences. Where possible, products and corridors have been combined under one umbrella campaign, they are. In other cases, the products and messages are distinctly different. The following campaign plan is for vanpools and carpools in the Folsom and Rancho Cordova target areas.

I. Corridor Target/Message Strategy
Target CorridorUS 50 (east and westbound); Hazel Avenue; Sunrise Boulevard; El Dorado Hills Blvd.; Latrobe Road
Target MarketFolsom and Rancho Cordova, with home-end promotion in El Dorado County
ProductVanpool, carpool and potentially bicycle
Target AreasWork end:

Folsom (Businesses between Intel and Aerojet; Folsom Prison employees)

Rancho Cordova (Business Parks south of Highway 50)

Home end:

El Dorado County

Key Messages
  • Convenience
  • More productive time
  • Reduced stress
  • Significant cost savings (gas; wear and tear on car)
  • GRH program available
In-Kind Contributions
  • TMA and BCAG staff time
TimingJune 1-June 30
Tracking/EvaluationCaller response tracking; TBD

II. Campaign Plan

There are two components to this campaign:

Print ads will be placed in the following work-end and home-end papers (Note: the following are media options. Actual placement dependent on cost and size of print ads):

The Mountain Democrat

Folsom Telegraph

Grapevine

Georgetown Gazette

Gold Rush (Chamber Paper)

Comstock Magazine

Business Journal

Radio spots will air on the following station:

KSSJ--101.9

III. Campaign Budget Summary
MEDIA/PRODUCTIONCOST ESTIMATES
Print Ads $15,000
Radio Spots $15,000
Total Cost$30,000

IV. Outreach/Media Buy
Media5/27 6/36/10 6/176/24
Print Ads
Radio Spots

V. Evaluation