| | | | | | | | 
TRANSPORTATION AGENCY FOR MONTEREY COUNTY Memorandum | |
| | | | | | | | | To: | Board of Directors | | From: | Ariana Green, Principal Transportation Planner | | Meeting Date: | June 28, 2017 | | Subject: | Traveler Information Branding & Marketing Request for Proposals |
| |
| | | | | | | | | RECOMMENDED ACTION: | | APPROVE release of Request for Proposals for the Monterey County traveler information and travel demand management program branding and strategic marketing plan. |
| |
| | | | | | | | | SUMMARY: | | The Transportation Agency will launch a traveler information and ridesharing program in spring 2018 with a soft launch in fall 2017. An innovative marketing strategy and strong brand are needed to launch the program and engage the traveling public to participate. |
| |
| | | | | | | | | FINANCIAL IMPACT: | | This marketing contract will not exceed $50,000 and will be paid for with SAFE funding in the 2017/18 budget. |
| |
| | | | | | | | | DISCUSSION: | In December of 2013 the Transportation Agency Board of Directors adopted the Monterey Bay Area 511 Implementation Plan. The plan outlined a strategy to provide a web-based “one-stop” resource for traveler information. The plan has not yet been fully implemented to date due to staffing constraints and agency priorities. Since the completion of the 511 Implementation Plan, the Transportation Agency has taken over the regional rideshare program from the Association of Monterey Bay Area Governments which will be incorporated into the online traveler information resource.
Due to innovations in technology, the Agency is revamping the traveler information/rideshare program using new tools. The new program will be soft-launched in fall 2017 and include the following features:
- Traveler information website (511monterey.org) – dynamic road conditions map, travel resources, link to Mobility Management platform, roadway construction info, Safe Routes to School resources
- Mobility Management Software & App – multimodal trip matching, trip planning, trip logging, vanpool management, incentives management, emergency ride home management. event parking, bike parking, EV charging locations, surveys, data reports
- Emergency Ride Home Program
- Incentives & rewards
- Commuter Challenge and Bike Month campaign
- Community outreach – employers, schools, government, universities and visitor-serving industry Travel Demand Management policy information and resources
The goal of the program is to reduce traffic congestion in Monterey County by encouraging carpools, vanpools, transit, biking, walking, staggered work schedules, and telecommuting. The success of the program will be dependent upon public awareness and travel behavior change. A comprehensive and innovative marketing strategy and strong brand are needed to launch the program and engage the traveling public to participate.
The consultant hired will be expected to provide the following:
- Program Analysis & Background Research
- Develop Goals & Performance Measures
- Draft Brand Concepts
- Draft Strategic Marketing Plan
- Revise and Finalize Brand Concepts and Strategic Marketing Plan
- Final Strategic Marketing Plan
- Develop Marketing Collateral
|
| |
|