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

Print

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