Communications Plan Outline for the George Washington Toll Road Authority

Regional 95 Corridor Improvement PlanThe Need and Value

Goals

• Build & Solidify Public Support

– The dismal state of the state transportation system

– Richmond gridlock hampers long-term solutions

– Dillon Rule limits local/regional authority, tools

– Need for regional solutions

– Creative public-private funding opportunities

– 95 Corridor Improvement Plan

– Tolling used to help fund projects

Target Audience

• Community at Large – Residents of Spotsylvania, Fredericksburg, & Stafford– Impacted Land Owners

• Area Commuters

• Other Interested Parties– State Policy Makers– Interest Groups

Research on the Target Audience

• Obtain Voter/Commuter/Other Lists of Stafford, Fredericksburg, Spotsylvania Residents

• Focus Group

Message

• Problem– Highly Congested Corridor and

Roads– Hyper Growth

• Fastest Growing

• 4th largest in the Region

-- Limited Authority

• Solution– Regional public-private

partnership

– Alternative funding

• Action– George Washing Toll Road

Authority

– Relief in Congested Areas

– New Capacities

– Easier Access

• Spokespeople– To be Determined

– Primary Elected Officials of Toll

Road Authority

Message • News Hooks

– Regional Co-Op for solutions

• Communications Channels and Outlets

– Primary Channel: Internet/Website– Other Channels: Direct Mail, E-

mail, Print, & Broadcast Media

• Reporters/Media Database

– Top 20 Outlets– Freelance Star– Local Radio– Richmond Times-Dispatch– Washington Post– Cable

• Pitch– Region Working Together to

Tackle Problem– Creative Solutions

• Deliverables/

Collateral/Event– GWTRA, FAMPO, and other

studies, data, & graphics– Resource Website

• Tracking Coverage– Capturing Media Hits– Providing & Evaluating metrics

of reported results.

Budget EstimateFocus Group $10,000

Website $25,000

Direct Mail(creative development)

Postcard #10 Envelope w/LetterCD Selfmailer

$1,000$2,500$3,500

Logo Development $3,500

Email Blast Text Editing and Initial DesignAdditional Versions (Text and Layout)Monthly Delivery 500–2,500 2,501–5,000 5,001–10,000 10,001–25,000 25,001–50,000

$1,200

$280

$100

$150

$175

$275

$375

Collateral(creative development)

Trifold Brochures Press KitPosters/BannersPowerpoint

$1,700

$7,000

$1,200

$100/page

Budget EstimatePrint Media $500-$10,000 Ad placement (per ad)

Print Media Creative Design $500- $2500 (dependent upon ad size)

Outdoor Media $1,000 to $3,000 per board per month

On-Call Services $4,000 per month

Broadcast Media/Cable $25 to $125 per 30 sec. spot(Creative Costs-TBD)

Media Plan/Buying $5,000 plus 10% of ad spend