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ATTACHMENT A <br /> County will also market the re-launch of the Flex-schedule and Telework programs by <br /> conducting an outreach campaign that includes training for supervisors and managers. <br /> 5.1 Development of Targeted Marketing Strategy <br /> 5.1.1 Parties are to coordinate with the Consultant on the development of the marketing <br /> strategy taking into account the three target audiences: Residents, Employers, and <br /> Employees. Tasks may include: <br /> 5.1.1.1 Identification of target audiences and markets <br /> 5.1.1.2 Identification of appropriate strategies for each identified market <br /> 5.1.1.3 Development of marketing timeline <br /> 5.1.2 Parties are to work with the Consultant to determine how the evaluation survey <br /> effort will inform the marketing efFort. <br /> 5.1.3 The developed Targeted Marketing Strategy is to be mutually agreed upon by all <br /> Parties. <br /> 5.1.4 The Targeted Marketing Strategy is to include the flexibility to be revised as needed <br /> throughout the length of the Project. <br /> 5.2 Development of the Last Mile '�brand" <br /> 5.2.1 All Parties will coordinate with the Consultant in the branding effort, which may <br /> include the development of logos and color schemes, that would help define the <br /> Project and differentiate it from other public transit efforts. This efFort will include <br /> understanding the target customers and coordinating with the Regional Bike Share <br /> program and its own marketing efforts and designs. <br /> 5.2.2 The Consultant will develop the brand and style guide, both of which are to be <br /> mutually agreed upon by all Parties. <br /> 5.3 Design and Development of Marketing Materials <br /> 5.3.1 Marketing materials and collaterals are to be coordinated where possible between <br /> the residential and employer/employee marketing strategies. <br /> 5.3.2 All marketing collaterals are to be designed by the Consultant and are to be <br /> mutually agreed upon by all Parties. <br /> 5.3.3 Parties are to coordinate with the MTC Climate Initiatives Regional Bike Share <br /> program as information on the Redwood City location of this program will be <br /> included in the Last Mile marketing materials. Examples of possible methods for <br /> incorporating the Regional Bike Share program into the Last Mile marketing <br /> materials includes incorporating logos, brief descriptions, and locations for more <br /> information on informational pamphlets, flyers for marketing events, etc. <br /> 5.4 Implementation of the Marketing Strategy <br /> 5.4.1 Parties to perform marketing for the Project as delineated in the Targeted Marketing <br /> Strategy and as mutually agreed upon by ail Parties. <br /> 5.4.2 Consultant to perForm the implementation and execution of the Marketing Strategy <br /> as delineated in the Marketing Strategy and as mutually agreed upon by all Parties. <br /> 5.4.3 Marketing collaterals to be ordered as mutually agreed upon between the <br /> Consultant and the Parties. <br /> Making the LastMile Connection Pilot Program Memorandum of Understanding —Amendment 1 Page 7 of 9 <br /> Attachment A— Scope of Work <br /> FINAL: October 29, 2012 <br /> 12-SAMTR-SAMTR-U-044 4739041.1 <br />