MEMORANDUM

MEMORANDUM

DATE: May 6, 1996

TO: David Lively

FROM: Lisa Burke/Sherry Farmer

SUBJECT: Sacramento Region Corridor Campaign

TARGET AREA: Telecenters: Placer, Western Nevada Counties

(also Vacaville in Solano County)

CC: Mark Rutherford, Velma Lucero

Attached is a campaign plan for Telecenters throughout Placer and Western Nevada Counties (and possibly Vacaville in Solano County), derived 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.

I. Corridor Target/Message Strategy

Target Corridor(s) I-80

Target Market Telecenters located throughout Placer and Western Nevada Counties:
Grass Valley, Auburn, Rocklin, Roseville and Vacaville (Solano County)

Product

Telecenters

Target Areas Work end:

CEOs in Sacramento, Placer, Nevada and El Dorado Counties
Mid-size companies (approximately 50 employees)

Home end:

Residents of Grass Valley, Auburn, Rocklin and Roseville

Key Messages Significant cost savings associated with telecommuting:

Save on gas costs (employee message)
Save on parking costs (especially those working Downtown) (both employer and employee message)
Improved employee morale/increased worker productivity (employer)
Telecommuting is extremely cost effective with minimal outlay costs (employer)

In-Kind Contributions

South Placer TMA and Western Nevada County--staff time

Timing Campaign to begin June 1

Tracking/Evaluation TBD

II. Campaign Plan

There are two components to this campaign:

Print ads in work-end and home-end publications
Outdoor along I-80, and/or major arterials (dependent upon availability)

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

Work end:

Sacramento Business Journal

Comstock Magazines

Sacramento Bee

Home end:

Grass Valley Union

Auburn Journal/Lincoln News Messenger/Placer Herald/Roseville Press Tribune

III. Campaign Budget Summary

MEDIA/PRODUCTION COST ESTIMATES

Print ads $14,000

Outdoor (dependent upon availability--production and placement) $10,000

Total Cost $24,000

IV. Outreach/Media Buy

Media 6/1 6/8 6/15 6/22 6/29

Print ads

Outdoor

V. Evaluation

TBD

Target Corridor(s)	I-80
Target Market	Telecenters located throughout Placer and Western Nevada Counties: Grass Valley, Auburn, Rocklin, Roseville and Vacaville (Solano County)
Product	Telecenters
Target Areas	Work end: CEOs in Sacramento, Placer, Nevada and El Dorado Counties Mid-size companies (approximately 50 employees) Home end: Residents of Grass Valley, Auburn, Rocklin and Roseville
Key Messages	Significant cost savings associated with telecommuting: Save on gas costs (employee message) Save on parking costs (especially those working Downtown) (both employer and employee message) Improved employee morale/increased worker productivity (employer) Telecommuting is extremely cost effective with minimal outlay costs (employer)
In-Kind Contributions	South Placer TMA and Western Nevada County--staff time
Timing	Campaign to begin June 1
Tracking/Evaluation	TBD

MEDIA/PRODUCTION	COST ESTIMATES
Print ads	$14,000
Outdoor (dependent upon availability--production and placement)	$10,000
Total Cost	$24,000