AgdaPkt 2011-08-22 - Laserfiche WebLink

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6.1. H. - Page 18 ATTACHMENT A 5.1.1.2 Identification of appropriate strategies for each identified market 5.1.1.3 Development of marketing timeline 5.1.2 Parties are to work with the Consultant to determine how the evaluation survey effort will inform the marketing effort. 5.1.3 The developed Targeted Marketing Strategy is to be mutually agreed upon by all Parties. 5.1.4 The Targeted Marketing Strategy is to include the flexibility to be revised as needed throughout the length of the Project. 5.2 Development of the Last Mile "brand" 5.2.1 All Parties will coordinate in the branding effort, which may include the development of logos and color schemes, that would help define the Project and differentiate it from other public transit efforts. This effort will include understanding the target customers and coordinating with the Regional programs and their own marketing efforts and designs. 5.2.2 The Consultant will provide feedback and direction on the brand. 5.3 Design and Development of Marketing Materials 5.3.1 Marketing materials and collaterals are to be coordinated where possible between the residential and employer/employee marketing strategies. 5.3.2 Residential Marketing collaterals and materials will be designed and ordered by the District. 5.3.3 Employer and employee marketing collaterals and materials will be designed and ordered by the Alliance, with the County and City reviewing and supporting the efforts. 5.3.4 Parties are to coordinate with the MTC Climate Initiatives Regional Bike Share and EV Charging station programs as information on the Redwood City locations of those programs will be included in the Last Mile marketing materials. Examples of possible methods for incorporating these two MTC Climate Initiatives programs into the Last Mile marketing materials includes incorporating logos, brief descriptions, and locations for more information on informational pamphlets, flyers for marketing events, etc. 5.4 Ongoing Marketing 5.4.1 Parties to perform ongoing marketing for the Project as delineated in the Targeted Marketing Strategy. Deliverables • Last Mile Brand and Style Guide � Marketing Collaterals Task 6.0 Project Evaluation The effectiveness of the Project will be evaluated to determine the amount of reduction in VMT and GHG emissions due to mode shift away from single occupancy vehicle travel. Redwood City and control city (City of San Mateo) residents, employers, and employees will be asked to answer survey questions before, in the middle, and at the end of the pilot program. 1� � , . .� . f ti ., � , � _ 0812'11 Pa�� 15