Communications Plan Outline for the George Washington Toll Road Authority Regional 95 Corridor...
-
Upload
anis-scott -
Category
Documents
-
view
212 -
download
0
Transcript of Communications Plan Outline for the George Washington Toll Road Authority Regional 95 Corridor...
Communications Plan Outline for the George Washington Toll Road Authority
Regional 95 Corridor Improvement PlanThe Need and Value
Goals
• Build & Solidify Public Support
– The dismal state of the state transportation system
– Richmond gridlock hampers long-term solutions
– Dillon Rule limits local/regional authority, tools
– Need for regional solutions
– Creative public-private funding opportunities
– 95 Corridor Improvement Plan
– Tolling used to help fund projects
Target Audience
• Community at Large – Residents of Spotsylvania, Fredericksburg, & Stafford– Impacted Land Owners
• Area Commuters
• Other Interested Parties– State Policy Makers– Interest Groups
Research on the Target Audience
• Obtain Voter/Commuter/Other Lists of Stafford, Fredericksburg, Spotsylvania Residents
• Focus Group
Message
• Problem– Highly Congested Corridor and
Roads– Hyper Growth
• Fastest Growing
• 4th largest in the Region
-- Limited Authority
• Solution– Regional public-private
partnership
– Alternative funding
• Action– George Washing Toll Road
Authority
– Relief in Congested Areas
– New Capacities
– Easier Access
• Spokespeople– To be Determined
– Primary Elected Officials of Toll
Road Authority
Message • News Hooks
– Regional Co-Op for solutions
• Communications Channels and Outlets
– Primary Channel: Internet/Website– Other Channels: Direct Mail, E-
mail, Print, & Broadcast Media
• Reporters/Media Database
– Top 20 Outlets– Freelance Star– Local Radio– Richmond Times-Dispatch– Washington Post– Cable
• Pitch– Region Working Together to
Tackle Problem– Creative Solutions
• Deliverables/
Collateral/Event– GWTRA, FAMPO, and other
studies, data, & graphics– Resource Website
• Tracking Coverage– Capturing Media Hits– Providing & Evaluating metrics
of reported results.
Budget EstimateFocus Group $10,000
Website $25,000
Direct Mail(creative development)
Postcard #10 Envelope w/LetterCD Selfmailer
$1,000$2,500$3,500
Logo Development $3,500
Email Blast Text Editing and Initial DesignAdditional Versions (Text and Layout)Monthly Delivery 500–2,500 2,501–5,000 5,001–10,000 10,001–25,000 25,001–50,000
$1,200
$280
$100
$150
$175
$275
$375
Collateral(creative development)
Trifold Brochures Press KitPosters/BannersPowerpoint
$1,700
$7,000
$1,200
$100/page
Budget EstimatePrint Media $500-$10,000 Ad placement (per ad)
Print Media Creative Design $500- $2500 (dependent upon ad size)
Outdoor Media $1,000 to $3,000 per board per month
On-Call Services $4,000 per month
Broadcast Media/Cable $25 to $125 per 30 sec. spot(Creative Costs-TBD)
Media Plan/Buying $5,000 plus 10% of ad spend