Introducing Electronic Tolling in Washington State

1
Introducing Electronic Tolling in
Washington State
Presentation to NTPAWAugust 2007
2
Ambitious Goals

• Achieve up to 60 market penetration prior to
  bridge opening.
• Open 25,000 accounts prior to bridge opening.
• These ambitious goals never before achieved by
  any tolling program prior to project opening.

3
Research Identified Targets
Zip codes with highest Eastbound ADT
4
Multi-Phase Campaign

• First phase education and outreach to brand
  name and educate consumers.

• Second phase open customer service centers and
  establish accounts.

5
Public Relations Focus

• Earned media for opening of customer service
  center reached three million people in 24 hour
  period with ad equivalency rate over 135,000.

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Advertising Flight Plan
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Testimonial Campaign
WSDOTs Good To Go! Website The website
highlights local residents who plan to use Good
To Go! and advances the theme of the testimonial
campaign. Consumers can sign up on-line get
answers to common questions access the latest
news on the program.
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Outdoor Ad Campaign
Banner at Toll Plaza A 54 banner displayed at
the toll plaza is visible to all motorists on the
current highway. Bus Tails Large ads are
displayed on the back of buses across the region.
Bus Shelters Ads were displayed on bus shelters
that were visible to both bus commuters, as well
as drivers passing on the streets. Gas Pump
Toppers Over 150 ads could be found on top of the
gas pumps at gas stations across the region.
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Testimonial Campaign
Newsletters Both electronic and printed versions
of newsletters were sent on a regular basis to
those who signed up on the interest
list. Newspaper Ads Color and black white ads
appear in seven local newspapers, as well as
special publications of interest to local
citizens. Applications and Welcome
Kits Applications are available at over 200
locations throughout the region. The applications
and welcome kits continue the testimonial
campaigns theme.
10
Measurable Results

• Over 20,000 people on interest list at opening of
  customer service centers.
• Over 2,000 accounts opened by close of business
  the first day.
• 10,000 accounts opened in first two weeks.
• 16,000 accounts opened in the first month.