Golden Gate Bridge - All Electronic Tolling Mary Currie, Director of Public Affairs Dana Fehler,...
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Golden Gate Bridge - All Electronic Tolling Mary Currie, Director of Public Affairs Dana Fehler, Director of Marketing and Communications Presented to Board of Directors, Golden Gate Bridge, Highway and Transportation District November 16, 2012 Overview of Public Outreach Plan
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Transcript of Golden Gate Bridge - All Electronic Tolling Mary Currie, Director of Public Affairs Dana Fehler,...
Golden Gate Bridge - All Electronic TollingMary Currie, Director of Public Affairs
Dana Fehler, Director of Marketing and Communications
Presented to Board of Directors, Golden Gate Bridge, Highway and Transportation District
November 16, 2012
Overview of Public Outreach Plan
Public Outreach Plan All Electronic Tolling
Objective Inform Key Audiences About New Toll Payment Options to Ensure Success of
Conversion.
Key Messages(1) All Electronic Tolling Technology Works in USA and Around the World: Golden
Gate Bridge will be the first major bridge in the USA to implement full conversion.
(2) Customer Convenience: No more stopping and no more fumbling for cash.
(3) Customer Choices: FasTrak and Pay-By-Plate offer increased flexibility with myriad of ways to pay a toll using cash, check, or credit card.
(4) Southbound Congestion Relief: Faster travel times & improved air quality at the Toll Plaza.
(5) Cost Savings to District: $19 million over an eight-year period following conversion.
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Communications Tools = Audiences Informed1. On-Road Signage 2. Printed Materials 3. Website Content 4. Technical Tools 5. Social Media6. News Media7. Radio & Print Advertising
1. Cash Customers 2. Tourists/Visitors3. Travel Industry4. News Media5. Partner Agencies &
Community
Outreach Plan All Electronic Tolling
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Public Outreach Plan All Electronic Tolling
Samples of On-Road Signage
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Outreach Plan All Electronic Tolling
Printed Materials • Frequently Asked Questions• Brochure• Take One • Poster• Point of Sale Signage• Press Kit Folder
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Outreach Plan All Electronic Tolling
Website Content• Video Animation
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Outreach Plan All Electronic Tolling
Website Content• Website Page at
www.goldengate.org/tolls and www.bayareafastrak.org
• Website Banners - Resizable digital banners that could be placed on partner websites and be repurposed for digital advertising.
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Technical Tools• Create Content for 511 and www.511.org.• Utilize Traditional and Social Media Monitoring Software. • Develop Extensive Email Contact Lists.• Build ** Network to Get Toll Information To Customers’ Cell Phones via
Text and Audio in Multiple Languages.
Outreach Plan All Electronic Tolling
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Social Media• Push Messaging to Educate and Inform.• Monitor and Respond to Feedback and Questions.
News Media• Targeted Press Briefings.• National News and International Travel Writers Coverage.
Traditional Advertising • Radio Spots – 15 sec. spots.• Web Campaign – Digital display ads and pay per click.• Print Campaign - Local publications.
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Outreach Plan All Electronic Tolling
BudgetPrinted Materials and Website Content $122,280Technical Tools $90,000Social Media/PR Support $40,000Advertising $220,000Community Outreach $47,000
TOTAL BUDGET: $519,280
Included in Operating & Capital Budgets $(223,280)
TOTAL ASK FOR BOARD: $296,000
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Outreach Plan All Electronic Tolling
