DATE: January 19, 1995
TO: David Lively
FROM: Lisa Burke
SUBJECT: San Diego Corridor Campaign
CC: Mark Rutherford, Wendy Almasy
Attached is the campaign plan for a San Diego corridor-specific
campaign, which derives from the regional marketing plan developed
and approved last year. Work on this plan (campaign execution)
will be conducted out of Project 10.
I. Corridor Target/Message Strategy
| Target Corridor | I-5 (includes I-5/I-805 merge) | I-15 |
| Target Areas:
Home-end: | South to Centre City/North City:
Residents of coastal cities:
Carlsbad, Encinitas, Solana Beach, etc. North to Centre City/North City (I-5/805 merge): Residents of Mid-City San Diego | South to Centre City/North City:
Residents of Escondido, Rancho Bernardo, Poway, Ranch Penasquitos |
| Target Areas:
Work-end | Large employers (Sorrento Valley/University Area)
UCSD (University Area) Small and large employers, gov't. & military, hotel industry (Centre City) | |
| Products |
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| Key Messages | ||
| Convenience |
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| Carpool/Vanpool: Easy to get information 237-POOL | ||
| Other things you could be doing | Use humor to get people's attention about why they are driving alone, stuck in traffic when they could be doing more productive, enjoyable things. | |
| Free Trial Ride |
|
Free round-trip on vanpool |
| SMART Contributions
(cash contributions will be paid directly to vendors, not to Pac/West or Caltrans) | SANDAG: $20,000: Cash
$15,000 Direct Mail (Cash) CTS: $14,000: in-kind outdoor, print Free round trip incentive Coaster: Free round trip incentive, outdoor billboard space (March) APCD: $10,000 Traffic Tags $ 5,000 PR $20,000 Cash (tentative--1996/97 budget) SDT: Coordinate media buy and promotions Caltrans/ Sacto: $150,000 Dist. 11: $ 20,000 for I-5 direct mail | |
| January 29 - April 30, 1996 | ||
II. Campaign Plan
There are several components to the campaign. Targeted messages will be directed to commuters who live along the I-5 and I-15 and are traveling to North City and Centre City by way of the following:
These messages will be supported by radio, which
will begin the campaign so that when commuters see the direct
mail, outdoor and print, they will have an immediate connection.
Several promotions are also tied to the radio station spots.
The proposed outreach/buy is as follows:
Direct mail: sent to residents within 3 - 5 miles of the I-5 from Cardiff to Carmel Valley, approximately 175,000 housing units; and to residents within 3-5 miles of the I-15 from Escondido to Rancho Penasquitos, including Temecula, approximately 125,000 residents.
Timing: Direct mail scheduled for week of March
18, 1996.
Local Print: the North County Times and Californian covering north county (I-5), and Pomerado Newspaper Group covering north county inland (I-15).
Timing: print ads began Feb. 22 1996 and run through the last week in March with potential for additional ads placed based on available budget remaining.
Outdoor: two boards one on I-5, one on I-15.
Timing: Outdoor for I-15 commuters (163 and Clairmont Mesa N/F): start 2/14/96 for 30 days
Outdoor for I-5 commuters (805 and Begonia N/F): start 3/25 for 3 weeks
Radio: 13 stations, with buys ranging from 1 to 7 weeks.
Timing: buys beginning
Jan. 29, 1996
III. Campaign Budget Summary
| Direct Mail | |
| Printing | $30,000 |
| Mailhouse (postage, distribution) | $60,000 |
| Radio | |
| Production | $5,000 |
| Air Time | $70,000 |
| Outdoor | |
| Space | $10,500 |
| Production | $ 5,000 |
| Print Ads | $20-40,000 |
| Traffic Tags | $10,000 |
| Public Relations | $5,000 |
| Total Cost | $215,500 - 235,500 |
III. Continued--San Diego Corridor Campaign -
Outreach/Media Buy
| 1/28/95 | 2/4/96 | 2/11/96 | 2/18/96 | 2/25/96 | 3/3/96 | 3/10/96 | 3/17/96 | Total | ||
| RADIO | ||||||||||
| KSDO-AM | $4,547.00 | |||||||||
| STAR 100/KFMB-FM | 4,424.00 | |||||||||
| KFMB-AM | 4,891.00 | |||||||||
| KGB/KPOP | 10,200.00 | |||||||||
| KIFM | 3,600.00 | |||||||||
| KSON | 5,865.00 | |||||||||
| Q-106/KOGO-AM | 4,998.00 | |||||||||
| KYXY | 5,814.00 | |||||||||
| KRMX | 6,000.00 | |||||||||
| XTRA-AM | 3,060.00 | |||||||||
| XTRA-FM | 6,800.00 | |||||||||
| KCBQ AM/FM | 4,488.00 | |||||||||
| KBST | 5,000.00 | |||||||||
| Traffic Tags | 10,000.00 | |||||||||
| OUTDOOR | ||||||||||
| 163 FWY/Clairemont Mesa | $5,500.00 | |||||||||
| 805 FWY/Begonia | 4,000.00 | |||||||||
| North County Times & Californian (Sunday, Wednesday) | $13,615.77 | |||||||||
| Pomerado Group (Thursday) | $5,692.40 | |||||||||
| Poway News-Chieftain | ||||||||||
| Rancho Bernardo News | ||||||||||
| Corridor News | ||||||||||
| Ramona Sentinal | ||||||||||
| DIRECT MAIL | $61,145.00 | |||||||||
| I-5 Corridor | ||||||||||
| I-15 Corridor | ||||||||||
| Total | 169,640.17 |
Note: This total includes the buys, but does not include production costs such as printing of direct mail, production of the radio, outdoor, etc. Also, the print buy is at approximately $20,000. If budget allows, we'd like to increase it to $35-40,000.
IV. Promotions
San Diego Transit coordinated the radio buy. They
worked with each station to determine cooperative promotions.
There are 11 promotions planned, beginning with a kick-off on
January 29 with a live band at the Santa Fe Coaster station.
V. Evaluation
This campaign will have a pre-campaign survey beginning
approximately January 22, 1996, and a post survey (using the commuter
monitor standard) immediately following the campaign (approximatly
May 1996).
Surveys will have 400n per corridor. Respondents will be qualified to meet our target audience qualifications. Starting with the zip codes from the direct mail, we will ask a question about what route they drive to work, in order to verify they are within our target audience.