DATE: May 21, 1996

TO: David Lively

FROM: Lisa Burke, Sherry Farmer

SUBJECT: Sacramento Region: Multi-modal campaign

TARGET AREA: Downtown/East Sacramento

CC: Mark Rutherford, Velma Lucero

Attached is a new campaign plan for the Downtown and East Sacramento target market. Please replace the previous campaign plan for Downtown/East Sacramento with this plan. The change in plans is a direct result of work with the RPM members representing this target area (Velma has already spoken with you about this). The RPM/downtown wants to focus on a direct mail approach, including a direct mail piece to employers, and targeted direct mail to residents (includes multi-modal direct mail piece and bicycle map as a collateral fulfillment piece). Work on this plan will be conducted out of Projects 3 and 10 (planning and execution). Again, the following campaign plan is for multi-modal transit in the Downtown and East Sacramento target market.

I. Corridor Target/Message Strategy

Target Corridors	SR 99, US 50, I-80, major arterials
Target Market	Downtown/East Sacramento
Products	Carpool Vanpool Express Bus Local Bus Light Rail Bicycling
Target Areas	Home end: Yolo County, Yuba/Marysville, Folsom, El Dorado, County/Placerville, Sacramento Work end: Government agencies Small employers Large employers
Key Messages	For all modes: Convenience/more productive time (eat, sleep, read the paper) Reduced stress Reduced parking hassle Significant cost savings (gas/parking) Carpool/Vanpool on SR 99, potential time savings Bicycling Health/Reduced stress
In-Kind contributions	Regional Bike Map distribution $30K Rideshare Express distribution: Sacto. TMA Coord. Direct Mail Distribution/Develop.: SACOG Coord. Direct Mail Distribution/Develop.: RT
Timing	Dist. of Direct Mail ranges from June 1996 to ongoing (bike map)
Tracking/Evaluation	Ridership tracking, caller tracking --see attached

II. Campaign Plan

As described above, the focus of the Downtown/East Sacramento marketing is targeted direct mail. This includes three components:

• Rideshare Express posters and stuffers, through Sacramento TMA
• Regional Bike Map, through AQMD, SACOG and others
• Multi-modal direct mail targeted to residents most likely to use available alternatives (along corridors, proximate to light rail, etc.)

Rideshare Express posters and stuffers, consistent with campaign and policy, will be developed and distributed by the Sacramento area TMA.

The Regional Bike Map will be distributed through SACOG, AQMD, TMAs, ALA and city/county bicycle committees.

Pacific/West will design the targeted resident direct mail piece and coordinate distribution through a mail house, with assistance by SACOG, RT, other agencies as appropriate.

III. Campaign Budget Summary

MEDIA/PRODUCTION	COST ESTIMATES
Rideshare Express (re-design/printing costs)	$ 14,000
Distribution	$ 0 (through Sacramento TMA)
Regional Bike Map	$ 71,000
Distribution	(up to $30K--included in 71K above)
Resident Direct Mail	$ 23,000 as broken out below
Design	($ 2,000)
Printing	($ 3,500)
Distribution	($17,500)
Total Cost	$102,500

IV. Outreach/Media Buy

MEDIA

Media	wk 5/27	6/3	6/10	6/17	6/24	7/1	7/8	7/15
Rideshare Express collateral redesign/printing	TBD
Regional Bike Map (development)
Resident Direct Mail (development)
Resident Direct Mail (distribution)

V. Evaluation

For the Ridshare Express direct mail, the Sacramento TMA will track calls as described on the attached sheet. RT tracks ridership on a x basis, which can be evaluated immediately following the distribution of the targeted resident direct mail. SACOG will xx.