Benefits of Outsourced Marketing - IBTTA...Benefits of Outsourced Marketing Catherine Larson Program...
Transcript of Benefits of Outsourced Marketing - IBTTA...Benefits of Outsourced Marketing Catherine Larson Program...
Benefits of Outsourced Marketing Catherine Larson
Program Manager, Jacobs Engineering
Case Studies Texas Department of Transportation Washington State Department of
Transportation
Texas Department of Transportation
Project Background Central Texas Turnpike Project $3.5 billion
65 miles
5-year project
Project Background Tolls were new to TxDOT Drivers were now customers Marketing and selling a product
Aggressive goals Concept new to Central Texas
Agency Solution Request for Qualifications 2-year contract with two, 2-year extensions Awarded to one firm (Sherry Matthews
Advocacy Marketing)
Workscope Research Create and produce a multi-media
campaign Project Work Plan Message Development Public Information Program Materials Public Relations and Advertising Services Awareness and Attitude Tracking
Collateral and Web Created friendly, easy to understand packaging and
website
Direct Mail/Insert Households near
toll roads Sunday circulation 200,000 households
Billboards Five months of billboards Messages changed monthly throughout the
campaign
Television 4 month campaign Created spokesperson for campaign Bobblehead named Dash Able to communicate complex or
controversial issues
Radio 4 month campaign Blues (road opens November 1) Country (road open, try it for free) Hip Hop (road open, free with TxTag) Pop (road open, ½ price with TxTag)
Earned Media Worked closely with
local media Favorable coverage
Promotional Events More than 100
promotional events Major employers Retailers Community events
Benefits of a Single Vendor Consistent implementation Single point of responsibility Efficient use of resources
Lessons Learned with Single Vendor Select a firm that is well rounded or has the
ability to add resources as necessary Establish expectations early Consider co-location
Washington State Department of Transportation
Project Background SR 520 Early Tolling Project Floating Bridge spanning Lake Washington
Part of the Urban Partnership Agreement Tolling
Transit
Technology
Telework
Project Background SR 520 Early Tolling Conversion project Variable tolling All electronic toll collection Transponder Pay By Mail
Concept new to the region Aggressive goals
Agency Solution Request for Proposals 2 -year contract with option to extend Work awarded to three firms (PRR,
Magner Sanborn and Cocker Fennessy)
Workscope Research (PRR) Branding and Concept Design (Magner) Branding and Concept Production
(Magner) Advertising (Magner) Marketing and Public Relations (PRR) Stakeholder Outreach and Speakers
Bureau (CoFen)
Schedule
7
Education (May - December 2010) Account Sign-Up (February 2011) Tolling Commencement (Spring 2011)
Public Education
4
Campaign kicked off a year before tolling commencement 150 presentations,
briefings, events 21,000 signed up on the
interest list before new statewide CSC opened
New Website and Video
Bill Nye the Science Guy
7
7
5 week education campaign 11 week acquisition
campaign
Billboards
7
15 weeks of billboards during education phase 8 weeks of billboards during acquisition Messages changed through the campaign
Television
7
6 week campaign Used only for acquisition phase Continued use of Bill Nye and John Keister Added local celebrities and others 15 second spots placed as bookends Single message throughout – “I’m Good To Go!,
are you?”
Radio
8
11 week educational campaign Electronic tolling is coming to SR 520 Good To Go! is the cheapest way to pay
15 week acquisition campaign Get your Good To Go! Pass Get your Good To Go! Pass at Safeway
Bus Wraps and Interior Ads Used only for acquisition phase 6 wrapped buses 53 exterior ads on additional buses 150 interior ads promoting alternative
Online
8
Determined the most effective vehicle for influencing purchase intent 18 week education campaign 15 week acquisition campaign
Partnerships
8
Seattle Seahawks Seattle Sounders Seattle Mariners 5th Avenue Theater,
Seattle Symphony, Northwest Ballet and Paramount Theatre AAA, Auto Dealers,
Washington Truckers
Outreach throughout Region
6
Four events per day, seven days a week Major shopping centers, employers, sporting events,
universities and colleges, libraries, park & rides, hospitals, AAA stores, community centers
Earned Media
6
More than 600 media articles between May 2010 and March 2011 $2.1 Million in media value
Benefits of Multiple Vendors Ability to hire best firm for each task Collaboration seemed to enhance the end
product Flexibility to reallocate work if necessary Extension of internal workforce Best practices from multiple industries to
your project
Lessons Learned with Multiple Vendors Realize additional program management will
be required Consider having a prime vendor, with the
other vendors reporting through the prime Establish roles and responsibilities early Ensure regular coordination Understand strengths and weaknesses and
each firm
Lessons Learned with Outsourcing Expect a learning period Long-term contracts make outsourcing more
viable Not everyone will be receptive to
outsourcing Previous agency experience is invaluable Procurement policies can be tricky There are some things that just can’t be
outsourced