DATE: March 27, 1996
TO: David Lively
FROM: Lisa Burke/Sherry Farmer
SUBJECT: Southern California Region: Corridor Campaign
TARGET AREA: Beverly Hills/Century City
CC: Mark Rutherford
Attached is a campaign plan for the Beverly Hills/Century
City target area, which derives from the regional marketing plan
developed and approved last year. Work on this plan will be conducted
out of Projects 3 and 10 (planning and execution). As you know,
within the Southern California Region, there are four target areas.
Within each of these target areas there are several corridors
and products being marketed to target audiences. Where the products
and corridors can be combined under an umbrella campaign, they
are. In other cases, the products and messages are distinctly
different. The following campaign plan is for a unique shuttle
service in Beverly Hills/Century City: RUSH!
I. Corridor Target/Message Strategy
| Target Corridor | I-405, 10 and major parallel parallel (Sunset, Motor, Santa Monica) |
| Target Market | Beverly Hills/Century City |
| Product | RUSH! |
| Target Areas | Work end:
Employees in Beverly Hills, Century City, Westwood and Wilshire corridor |
| Key Messages |
|
| In-Kind Contributions | MTA/CC Chamber:
City of BH & CC Chamber:
|
| Timing | 8 week campaign
April 12 - May 31, 1996 |
| Tracking/Evaluation | MTA does daily tracking by route (including mid-day service tracking); submits weekly ridership reports. Tracks both monthly pass and cash fare riders. |
II. Campaign Plan
There are four components to this campaign:
The direct mail piece will be distributed to work-end audiences
through existing marketing sources using the city, Chamber and
TMA mailing lists. The direct mail will include information and
maps on the five RUSH! routes, as well as free ride incentive
coupons.
Print ads will be placed in the following work-end papers:
Westwood News
Brentwood News
Century City Chronicle
Beverly Hills Chronicle
Street banners will be strategically located along the RUSH! route
on specific streets in the target area. The ideal street locations
are as follows, but actual placement is dependent upon availability:
Weyburn Avenue
Gayley Avenue
Ashton Avenue
Westwood Blvd (UCLA to Santa Monica Blvd)
Santa Monica Blvd. (to Rexford)
Rexford Drive (to Westwood Blvd)
Burton Way to Santa Monica
Beverly Drive
Century Park East and West
Constellation Blvd.
Avenue of the Stars
Crescent Drive
Olympic Blvd.
Barrington Avenue (to Wilshire)
We will be producing bus tails for the eight RUSH! shuttles.
We propose to have the bus tails double-sided, with RUSH! on one
side and 1-800-COMMUTE (for carpool /vanpool) information on the
other.
III. Campaign Budget Summary
| MEDIA/PRODUCTION | COST ESTIMATES |
| Direct Mail | $10,000 (estimate) |
| Print Ads (8 weeks) | $6,688 |
| Street Banners (150 banners/2 color) | $11,625 |
| Bus Tails | $1,500 (estimate) |
| Total Cost | $29,813 |
III. Outreach/Media Buy
| Media | 4/7/96 | 4/14/96 | 4/21/96 | 4/28/96 | 5/5/96 | 5/12/96 | 5/19/96 | 5/26/96 | 6/2/96 |
| DIRECT MAIL | |||||||||
| BH (4/12) | WW
(4/26) | CC
(4/29) | BW
(5/3) | BH
(5/10) | WW
(5/24) | CC
(5/28) | BW
(5/31) | ||
| STREET. BANNERS | |||||||||
| BUS TAILS |
The Brentwood Media Group papers are monthly papers.
BH: Beverly Hills Chronicle
WW: Westwood News
CC: Century City Chronicle
BW: Brentwood News
Dates in parenthesis are publication dates.
IV. Evaluation
| Target Areas | Home-end:
Metrolink riders from Sylmar, Santa Clarita, Palmdale Work-end: West Hollywood |
| Key Messages | On-demand (non-fixed route) peak-hour rail feeder service that is inexpensive (free - .75 for Metrolink riders) |
| Outreach Tools | Direct mail piece
Print ads in downtown business papers |
| In-Kind Contributions | West Hollywood TMO:
Mailing lists from the city and chambers, approx. 36K Already contributing 12K to project for marketing free-ride incentives |
| Timing | __ week campaign
April _ - |
| Tracking | West Hollywood and Prime Time (shuttle vendor) track ridership weekly. Can do panel back brochure/response card |
Carpool/Vanpool/Telecommute
| Target Areas | Work-end:
Beverly Hills, Century City, West Hollywood? |
| Key Messages | Parking cost savings
Quality of life/time productivity Vanpool subsidy |
| Outreach Tools | Collateral brochure
Print ads (West side Weekly, West Hollywood Independent/Weekly, Park La Brea, BH Courier) |
| Timing | |
| Tracking | Might be able to contact those who register for vanpool. SCR tracks 800-Commute rideshare calls |
The proposed outreach is as follows:
Direct mail:
Local print
Street Banners?