TCA Ad Hoc Committee Presentation

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 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. 2

Outreach Plan All Electronic Tolling 1. 2. 3. 4. 5. 6. 7.

Communications Tools

= Audiences Informed

On-Road Signage Printed Materials Website Content Technical Tools Social Media News Media Radio & Print Advertising

1. 2. 3. 4. 5.

Cash Customers Tourists/Visitors Travel Industry News Media Partner Agencies & Community

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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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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.

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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. 9

Outreach Plan All Electronic Tolling Budget Printed Materials and Website Content Technical Tools Social Media/PR Support Advertising Community Outreach

$122,280 $90,000 $40,000 $220,000 $47,000

TOTAL BUDGET:

$519,280

Included in Operating & Capital Budgets

$(223,280)

TOTAL ASK FOR BOARD:

$296,000

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