MEMORANDUM

DATE: May 3, 1996

TO: David Lively

FROM: Lisa Burke, Sherry Farmer

SUBJECT: Sacramento Region: Corridor Campaign

TARGET AREA: Yuba City/Marysville

CC: Mark Rutherford

Attached is a campaign plan for the Yuba City/Marysville target area, 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). There are three products competitive with driving alone that are proposed to be promoted: carpooling, vanpooling and transit, particularly express bus from Yuba City to downtown Sacramento.

I. Corridor Target/Message Strategy

Target Corridors For carpool and local transit: E Street, 5th street and 10th street bridges in Yuba.
For vanpool, transit/express bus: highway 99/70

Target Market Residents in Yuba City and Marysville who: 1) work in downtown Sacramento; 2) work in Yuba City/Marysville who use the 5th and 10th street bridges, and E Street.

Products Carpool, Vanpool, Transit/Express Bus

Target Areas Home-end and Work-end:
We are only targeting Yuba City and Marysville--this is the home end for the highway 99/70, and both the home/work end for the local the work end. We are not proposing to target downtown Sacramento with this focused campaign.

Key Messages For the Yuba City/Marysville to Sacto commute:

a better commute--passenger comfort, you can read, sleep, listen to music, do work.
saves money --more important with the recent rise in gas prices.
for vanpooling, the major message is directed to people who would be willing to start up a vanpool--drive, be responsible for the vehicle.

For the local commute:

carpooling is a way to beat the back-up on E, 5th and 10th.
save money--you can earn up to $38 a month if you carpool 3 days a week.

For both:

there is a emergency ride home program available

In-Kind contributions

Timing June 1- June 30

Tracking/Evaluation Ridership tracking, caller tracking.

II. Campaign Plan

Because of the limited budget, this target area will focus the entire funds on a radio campaign.

Two stations are proposed to be used:

KUBA/KXCL 104 (AM/FM station): we will purchase the AM during drive time/news slots; and the FM will purchase day time spots (piped into many offices locally)
KKCY (FM country music station): we will purchase this during drive time

III. Campaign Budget Summary

MEDIA/PRODUCTION COST ESTIMATES

Radio Production $2,500

Radio Placement $2,500

Total Cost $5,000

IV. Evaluation

Yuba Sutter Transit tracks ridership; 800 COMMUTE tracks calls

Target Corridors	For carpool and local transit: E Street, 5th street and 10th street bridges in Yuba. For vanpool, transit/express bus: highway 99/70
Target Market	Residents in Yuba City and Marysville who: 1) work in downtown Sacramento; 2) work in Yuba City/Marysville who use the 5th and 10th street bridges, and E Street.
Products	Carpool, Vanpool, Transit/Express Bus
Target Areas	Home-end and Work-end: We are only targeting Yuba City and Marysville--this is the home end for the highway 99/70, and both the home/work end for the local the work end. We are not proposing to target downtown Sacramento with this focused campaign.
Key Messages	For the Yuba City/Marysville to Sacto commute: a better commute--passenger comfort, you can read, sleep, listen to music, do work. saves money --more important with the recent rise in gas prices. for vanpooling, the major message is directed to people who would be willing to start up a vanpool--drive, be responsible for the vehicle. For the local commute: carpooling is a way to beat the back-up on E, 5th and 10th. save money--you can earn up to $38 a month if you carpool 3 days a week. For both: there is a emergency ride home program available
In-Kind contributions
Timing	June 1- June 30
Tracking/Evaluation	Ridership tracking, caller tracking.

MEDIA/PRODUCTION	COST ESTIMATES
Radio Production	$2,500
Radio Placement	$2,500

Total Cost	$5,000