AgdaPkt 2011-08-22 - Laserfiche WebLink

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6.1. H. - Page 17 ATTACHMENT A Deliverables • Telework & Flex-schedules Toolkit Task 5.0 Targeted Marketing The targeted marketing effort will focus on three target audiences: Residents, Employers, and Employees, including City and County employees. In addition to marketing each TDM strategy separately as appropriate, the marketing strategies will take advantage of efficiencies where possible by marketing the suite of TDM strategies together. The marketing program will include the Regional Bike Share and EV Charging Stations programs, as well as existing TDM strategies and incentives marketed by the Alliance, such as its Try Transit, Carpool, and Bike Rack programs. The Project Evaluation effort (see Task 6.0) will also inform the marketing strategy and effort. The District will contract with an outside Consultant to assist the Parties in the development of the targeted marketing strategy. In addition, the Consultant will ensure a close link between the marketing and Project Evaluation efforts (see Task 6.0) to ensure that the evaluation effort effectively informs the marketing strategy. The execution of the marketing strategy, including the development of the Last Mile brand and marketing collateral, will be performed by the Parties as indicated below. Targeted Residential Marketing The District will lead the administration and execution of the Targeted Residential Marketing and will build on its existing marketing program to reach all residents within one-half of a mile of the Redwood City Caltrain station. Targeted Employer/Employee Marketing The Alliance will lead the administration and execution of targeted marketing to employers and employees both within one-half mile of the Caltrain station and within Redwood City, as well as to County and City employees. The County and City will provide assistance, as needed, in the planning, development, and implementation of the employer/employee marketing, including event-driven marketing. The County will also market the re-launch of the Flex schedule and Telework programs by conducting an outreach campaign that includes training for supervisors and managers. 5.1 Development of Targeted Marketing Strategy 5.1.1 Parties are to coordinate with the Consultant on the development of the marketing strategy taking into account the three target audiences: Residents, Employers, and Employees. Tasks may include: 5.1.1.1 Identification of target audiences and markets . ,.„ f t � �. ,, � _� _ . _ _ i' �4 ':.J C � 1 v _ _ ' 4i T . _ � _ r9 r H � .. .. 081211 Pa�� 14