511-mnnmktplan - Marketing/Implementation Plan Advanced...

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Marketing/Implementation Plan Advanced Traveler Information System _______________ Presented to Minnesota Department of Transportation Office of Traffic Engineering Advanced Traveler Information Systems Presented by June 414, 2002 TABLE OF CONTENTS
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Page I. Executive Summary ..................................................................................... 3 II. Premise ........................................................................................................ 5 III. Background 5 IV. Situation Analysis 6 Goals 6 Key Messages 6 Measurable Objectives 6 Market Research & Analysis 6 Competitive Intelligence 8 SWOT Analysis 8 Customer Segmentation 10 V. Branding 11 Name & Logo 11 Positioning 11 Essence 12 VI. Strategies, Tactics & Timing 13 Advertising 13 Direct 14 Promotional 14 Media Relations 16 Web 16 Ongoing Strategies 17 VII. Measurement of Success 18 Budget & Timeline Attachment A Media Flow Chart Attachment B Radio Ranker Attachment C Audience Distribution Attachment D Media Documents Attachment E ATIS Marketing Plan DRAFT *** DRAFT *** DRAFT June 4, 2002 Page  2
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ATIS Marketing Plan DRAFT *** DRAFT *** DRAFT June 4, 2002 Page  3
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I. EXECUTIVE SUMMARY Mn/DOT has historically provided travel-related information via telephone (local and toll-free numbers), Web and in print. The service and all of its component tools have not been branded and promoted consistently. Research indicates that customers are increasingly aware of various travel information tools, but not of all tools. An increasing amount of customers pay attention to broadcast traffic reports before starting a trip and while en route. Research also indicates that perceptions of delays in travel information and inaccuracy of information drive dissatisfaction with information from various sources. Research also indicates that travel information is rated as one of the most important pieces of information Minnesotan’s are interested in getting from an electronic system. In response to this research, Mn/DOT is updating its telephony system to pull more exhaustive information from its MnCARS centralized database system. This new telephony system will be accessed by dialing 511. In addition to enhanced telephony traveler information, a newly enhanced Web system is also being made available to access the same travel- related information. To ensure that people know about the newly enhanced systems being made available for them, a communications campaign will announce and promote the system. The primary goal of the campaign is to increase awareness of the 511 telephony and Web system across the state of Minnesota. Success will be measured by message penetration research conducted after the campaign, comparing overall awareness to awareness documented in a base-line study conducted prior to the campaign. The primary message in all communications will be “511”, including a version of the national 511 visual brand identity art. “Mn/DOT” and “Moving Minnesota” will be secondary support messages. The Web application will incorporate “511” into the URL to help reinforce “511” as the key message.
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