Transcript MnPASS I-394 Express Lanes Marketing Plan Outline

MnPASS I-394 Express Lanes
Marketing Plan Outline
Prepared for
Mn/DOT
by
Frank Wilson & Associates
and
Tanaka Advertising
28 October 2004
Situation Overview
• New choice for Minnesota solo drivers –
Opening Spring 2005 on I-394 corridor.
• For a modest fee, solo drivers who choose
to do so, can get faster, more convenient
and more reliable commute.
• Drivers will need to adapt to a new
infrastructure, install a simple piece of
technology and follow some simple rules.
Key Challenges
• Newness of the product.
• Immediate need for a positive response
from both current HOV users and new
MnPASS users.
• Positive outlook will be the focus of preopening and general messages
throughout the marketing campaign.
Target Audience
• Solo commuters from the western suburbs;
including those adjacent to I-394 Express Lanes
such as St. Louis Park, Golden Valley,
Plymouth, Minnetonka and Wayzata.
• 35-54 years old.
• Commutes 30 + minutes per day on I-394.
• Owns a DVD, PDA, cell phone and personal
computer.
Marketing Strategy
Marketing Communications
Strategy
Use an integrated approach directed to the target
audience, focusing on the benefits of MnPASS.
• Website – Customer sign-up.
• Earned media:
- Cornerstone events.
- Briefings, tours and outreach to local media.
• Community outreach.
• Focused advertising message to our target audience.
Brand Triangle
Attributes
Personality
 Fast
 New choice: a faster
trip
 Reliable
 Safe
 Fair
Get in
and go
Core Value
Easy to get. Easy to use.
 Innovative and cost
effective
 Dynamic Pricing
Branding and
Positioning Objectives
• Build awareness for MnPASS as a brand.
• Appeal to the “early adopters.”
• Develop the MnPASS brand so that it has a
consumer look and feel.
Consumer Hierarchy of
Needs
Brand loyalty increases the more emotional the
benefit communicated to the potential user. We
realize an emotional connection and higher loyalty to
the brand when our MnPASS marketing message
offers:
• Simple, non-stop travel which creates a…
• Better commute that is…
• More reliable which helps the user to be…
• More relaxed/with less stress and helps them
to…
• Stay on schedule which allows them to…
• Arrive relaxed.
Positioning Platform
A trip on the MnPASS I-394 Express Lane
provides a faster, more reliable commute.
Tone/Personality
• MnPASS should express the brand personality:
fast, convenient, reliable
• Advertising messages should reflect Mn/DOT’s
vision for:
- A transportation network that meets the needs of
Minnesota’s citizens and businesses for safe, timely and
predictable travel.
• Use positive tone with emphasis on innovation.
MnPASS is easy to get and easy to use.
It’s fast, convenient and reliable.
Get in and go!
Marketing Materials
Brochure Cover
Web Page Template
Infographic