Client: Caltrans --0178-31 (San Diego SMART Committee)

Date: December 5, 1995 (Revised)

Campaign Date:

Creative concepts by December 13 (SMART Mtg.)

Collateral and advertising materials in time for latter part of January - through March 1996 campaign

Project summary:

This is a 2-3 month campaign, targeted at specific products on very specific corridors in the San Diego region. We will be creating (English only) targeted collateral and advertising materials distributed via direct mail/hand-outs (needs to be self explanatory--audience is employers/employees, ETCs/TMAs, residents); broad radio spot which supports direct mail; outdoor along the I-5 corridor (March 96); possible local print.

Communications:

(What is the collateral piece supposed to achieve? What is the reader/viewer/listener supposed to think and feel as a result of the advertising/collateral pieces?)

As directed by client (Caltrans) these projects are very product targeted/corridor specific. The SMART committee wants to have a broader campaign--radio drive-time with supporting corridor-specific outreach.

Think: I should try "x"! (Coaster, Express Bus, Carpool, Vanpool)

Feel: I owe it to myself to try it.

Target Audience:

(who are we talking to? Do they have any behavioral or attitudinal characteristics that are relevant to this campaign?)

As with other Caltrans campaigns, use previously determined psychographics which revealed Bold Beginners and the Easy Goers in San Diego region.

There are distinct audiences for this campaign on both the home-end and work-end.

Home-end

CORRIDOR: I-15 (south to North City/Centre City):

Residents of Escondido, Rancho Bernardo, Poway, Rancho Penasquitos

CORRIDOR: I-5 (south to Centre City/North City)

Residents of Coastal cities-Carlsbad, Encinitas, Solana Beach, etc.

CORRIDOR: I-5/805 (north to Centre City/North City):

Residents of Mid-City San Diego

Work-end:

Large Employers (Sorrento Valley/University Area)

UCSD (University area)

Small and large employers, gov't & military, hotel industry (Centre City)

Brand Context:

(information about the market, the brand/product/promotion issue)

I-15 Corridor:

• The I-15 has the only HOV lane in the area.
• I-15 traffic appears to have worsened in recent months, according to radio reports
• while traffic in SD is relatively not that bad, drivers on I-15 tend to be traveling longer distances.
• There is available capacity at conveniently located Park and Ride lots along I-15. (Richard Von Tersch will be sending Park and Ride lot map with locations marked along I-15--12/5/95)

I-5/I-805 Corridor:

• Major construction is taking place on I-5/I-805 merge for the next two years. Even with expansion, traffic is expected to double by 2010.
• The Coaster: A relatively new upscale service--First anniversary of operation is February 27, 1996.
• Free rides on Coaster with this campaign--only tentative. The Coaster rep is trying to workout a giveaway that is agreeable to their operations director, yet still targets the peak-hour commuter.

For I-5/805/I-15:

• Single regional telephone number for ridesharing information 237-pool
• Although numbers are easy to remember (237-pool, 800-Coaster), too many numbers may cause confusion
• Members of SMART committee willing to provide in-kind contributions
• San Diego Transit and San Diego Trolley recently sent a nicely done direct mail piece to commuters with excellent results--two free tickets included with piece. Future zip drops planned for different corridors/products than this campaign.
• There are some great success stories on I-15 and Coaster
• Free express bus/vanpool offer with this campaign

Proposition:

(What is the ONE most important benefit or fact that the target group should take out of the advertising/collateral piece)

One message: Umbrella theme: I'll have better quality of life (with more productive time), and there's a pay-off. Sub-theme of convenience,

Support and Copy points:

(What are the facts that give the target group permission to believe the proposition?)

I'll have better quality of life:

All routes:

• Better quality of life realized by more productive time, (even though door to door time is often longer). Quality of life is a key value to San Diego residents.
• Less tension/stress when using alternative
• I have pride in my community ("San Diego is not LA")--(however, don't want to focus on poor air quality/environmental concerns)

Convenience as a sub-theme:

I-15

• x Park and Ride lots along I-15 (Waiting for map from R. Von Tersch 12/5/95)
• over 20 trips a day to choose from--HOV direct

I-5

• Coaster: 8 stations with stops from Oceanside to Downtown--Oceanside Transit Center, Carlsbad Village Station, Carlsbad Pointsettia Station, Encinitas Station, Solana beach Station, Sorrento Valley Station, Old Town Transit Center, Santa Fe Depot

All routes

• carpool/vanpool--easy to join up/get info...call 237-Pool

There's a Pay-off

I-15:

• less hassle
• free ride to start (one complimentary round-trip)

I-5

• Coaster--free ride tentative (will probably have restrictions)

All routes

• Productive Time--mention specifically what can be accomplished during this time, since the alternatives often add to total commute time: billable hours, read newspaper, etc.
• someone else "drives"

Tone and Personality:

(sincere, friendly, respectful, fun)

User-friendly, fun, colorful, humorous

Must Haves:

• Phone number for more information 237-Pool (237-7665)
• For Coaster: show stops, routes, schedule, definitely success stories/testimonials
• For express bus: show Park and Ride Lots, routes, schedules, success stories/testimonials
• Testimonials must be believable
• Include Guaranteed Ride Home in direct mail or print advertising for Coaster and Express Bus
• No screaming/shouting/sirens in radio spot
• Use HumorSupporting Information

Coaster:

• will give free ride incentives for this campaign
• possible billboard for use March 96 along I-5 corridor (it appears that the Coaster has already purchased the good billboard locations along I-5, but may give us the month of March).

TMAs:

• can distribute mailings for this campaign
• approximately 15,000 people on mailing list
• Commuter Classifieds is a region-wide program. Plans in First Qtr 96' include possible radio spots/print in local community paper. This won't be a direct mail piece--broad message to entire region (San Diego)
• Possible free ride on vanpool (North City)
• Quarterly newsletter (Coronado)

SANDAG:

• Can probably be responsible for coordinating mailing list and sending collateral to residents
• approximately 2,000 employers on mailing list

Caltrans: TBD

APCD: $60,000

NCTD: TBD

San Diego Transit:

• will contribute large format bus board space in-kind
• cannot donate bus wrap ($10,000)

CTS

• will offer a free ride incentive on Express Bus
• will use creative for outdoor bus shelters and local print already reserved