Agmt11 San Mateo County Transit District, Peninsula Traffic Congestion Relief Alliance and County of San Mateo MOU Making the Last Mile

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ATTACHMENT A Targeted Emp/oyer/Emp/oyee 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 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 coilaterals 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. Making the LastMi/e Connection Pilot Program Memorandum of Understanding Page A-7 Attachment A Scope of Work FINAL-July 21, 2011