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Golden Gate Bridge - All Electronic Tolling Mary Currie, Director of Public Affairs PowerPoint PPT Presentation


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Overview of Public Outreach Plan . 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.

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Golden Gate Bridge - All Electronic Tolling Mary Currie, Director of Public Affairs

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Golden gate bridge all electronic tolling mary currie director of public affairs

Overview of

Public Outreach Plan

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


Public outreach plan all electronic tolling

Public Outreach Plan All Electronic Tolling

Objective

  • Inform Key Audiences About New Toll Payment Options to Ensure Success of Conversion.

    Key Messages

  • 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.


Golden gate bridge all electronic tolling mary currie director of public affairs

Outreach Plan All Electronic Tolling

Communications Tools = Audiences Informed

Cash Customers

Tourists/Visitors

Travel Industry

News Media

Partner Agencies & Community

  • On-Road Signage

  • Printed Materials

  • Website Content

  • Technical Tools

  • Social Media

  • News Media

  • Radio & Print Advertising 


Public outreach plan all electronic tolling1

Public Outreach Plan All Electronic Tolling

Samples of On-Road Signage


Outreach plan all electronic tolling

Outreach Plan All Electronic Tolling

Printed Materials

  • Frequently Asked Questions

  • Brochure

  • Take One

  • Poster

  • Point of Sale Signage

  • Press Kit Folder


Outreach plan all electronic tolling1

Outreach Plan All Electronic Tolling

Website Content

  • Video Animation


Outreach plan all electronic tolling2

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.


Golden gate bridge all electronic tolling mary currie director of public affairs

Outreach Plan All Electronic Tolling

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.


Golden gate bridge all electronic tolling mary currie director of public affairs

Outreach Plan All Electronic Tolling

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.


Golden gate bridge all electronic tolling mary currie director of public affairs

Outreach Plan All Electronic Tolling

Budget

Printed Materials and Website Content $122,280

Technical Tools $90,000

Social Media/PR Support $40,000

Advertising $220,000

Community Outreach $47,000

TOTAL BUDGET: $519,280

Included in Operating & Capital Budgets$(223,280)

TOTAL ASK FOR BOARD: $296,000


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