MARKETING, SALE AND DESIGNOF SPECIALTY LICENSE PLATES

TEXAS ROAD MAP

2nd September, 2009

Agenda• Introductions• The Joint Award• Behind the Scenes• What’s stayed the same? • What’s different?• New creative direction• Timing• How does it affect existing plate vendors?• Question time

Introductions

Steve Farrar - President Sean Kennedy - Vice President

Kim DrummondPublic Relations Manager Christine Randolph

Project Manager

My Plates Team

The Joint Award

Both companies:- Successful, entrepreneurial, minority owned- Texas based and owned- In complementary industries, each with its own strengths- Fully committed to making this program a success for Texas 

Behind the Scenes

Marketing / Admin Office Austin

Customer Care and Sales CenterLufkin / Nacogdoches

 IT Hosting and Business Support

Dallas

Advertising and CommunicationsLongview

What’s going to be the same?• Trading as My Plates• Retain the URL www.myplates.com• Retain previous vendor plates• Retain the website

So what’s different?• New plate releases• New categories• New pricing schedule• New leadership and direction

Possible New Plate Releases• New black and white T-Plate• Corporate / organization license plates• 7 Character PLP’s• Auctions

New Categories• Background only option• Freedom series (7 characters)• Souvenir plates

New Pricing Schedule (Proposed)Term & Prices

Category Name 1yr 5yr 10yr • Souvenir $40 one time fee• Background Only $55 $195 $295• Custom $85 $225 $325• T-Plates (Premium) $95 $395 $495• Luxury $195 $495 $595 • Freedom (7) $395 $695 $795

New Direction• New creative direction

– New creative theme, fresh execution

• New marketing direction– Mainstream communications as well as

affinity based groups across Texas.

New Creative Direction

CREATIVE APPROACH

myplates.com

Timing- October 29

- Commission Hearing approval of the proposed pricing schedule- Then it takes 20 days for the rule to become effective

- November 19- Target launch date “GO LIVE” to start selling plates

How does it affect you? - Short term

- All statutory plate prices are the same: Unchanged- All statutory plates purchased through TxOnline: Unchanged

- Mid Term- Within our contract, we have agreed to host all SLP Vendor plates on the My

Plates site within 6 months of becoming operational.- Target date for this: 19 May, 2010

- Long Term- We are committed to increasing the awareness and market penetration of

SLP/PLP’s within the state of Texas and it is hoped that everyone benefits from this increased demand/desire.

- We will also be preparing a “partnership program” which we hope to talk to you all about in the early part of 2010.

Questions?

SB 1616

This bill primarily relates to Souvenir

Sponsored Personalized and

Vendor-marketed specialty license plates

It contains amendments effective 9/1/2009 to existing Sections and adds new Sections to the Transportation

Code, Chapter 504, Subchapters G through J.

Changed

• Repealed: Plain Personalized License Plates for $40

Not Changed and “Grandfathered”• Not changed:

– $30 price of existing charity plates– Organizations may enter into mutual agreements to develop new

specialty plates with the vendor

• Grandfathered: (as long as they are renewed annually)

– Customers with plain $40 Personalized License Plates

Vendor May:• Contract with sponsors of plates established before

September 1, 2009.

– Vendor-marketed plate fee established by rule applies

– $8 to TxDOT for administrative costs

– State’s share/split goes to state sponsor's designated account

– Remainder of fee goes to the vendor

• Set new plate prices with commission /board approval

Beginning September 1, 2009, theVendor will have exclusive right to:

• Full color plate designs

• Auction of plate patterns or words

• Transfer a pattern or word from one owner to another

• Per contract: seven-digit personalized patterns