MnPASS I394 Express Lanes Marketing Plan Outline

1
MnPASS I-394 Express LanesMarketing Plan Outline

• Prepared for
• Mn/DOT
• by
• Frank Wilson Associates
• and
• Tanaka Advertising
• 28 October 2004

2
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.

3
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 pre-opening
  and general messages throughout the marketing
  campaign.

4
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.

5
Marketing Strategy
6
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.

7
Brand Triangle


Attributes

Personality

Fast

New choice a faster




trip

Reliable





Innovative and cost


Safe

effective

Get in

Fair



Dynamic Pricing



and go

Core Value

Easy to get. Easy to use.

8
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.

9
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.

10
Positioning Platform

• A trip on the MnPASS I-394 Express Lane provides
  a faster, more reliable commute.

11
Tone/Personality

• MnPASS should express the brand personality
  fast, convenient, reliable
• Advertising messages should reflect Mn/DOTs
  vision for
• A transportation network that meets the needs of
  Minnesotas citizens and businesses for safe,
  timely and predictable travel.
• Use positive tone with emphasis on innovation.

12

• MnPASS is easy to get and easy to use.
• Its fast, convenient and reliable.
• Get in and go!

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Marketing Materials
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Brochure Cover
15
Web Page Template
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Infographic