Communications Plan Outline for the George Washington Toll Road Authority

Kimley-Horn / Willow Marketing is proposing the following communications outline to inform the public of the need for and value of the proposed Rappahannock Parkway. This plan is meant to provide the clients with ideas that can be further discussed and refined at a follow up meeting.

Goals The primary goal of this communications/public outreach plan is to build and solidify public support for the Regional 95 Corridor Improvement Plan, which includes four components:

1) Rte. 17 and exit 133 enhancements. 2) extra bridges and lanes on I-95. 3) a new exit before exit 130. 4) the Rappahannock Parkway, a limited access tollway that takes traffic off of congested Route 3.

To build support, we have to remind the public of the dismal state of transportation in the Commonwealth, which has led to the need to find more creative and regional public-private solutions to fix local and regional transportation problems.

Target/ Target Audience The target audience will encompass the community at large including the residents of Spotsylvania, Fredericksburg, Stafford, state policy makers and interest groups. The commuters of these areas, who are greatly affected and fed up with daily early morning and afternoon—and weekend—traffic on the I-95 corridor and Routes 17 and 3 will also be identified from the larger segment in order to hear feedback from this directly affected population.

Schedule of Tasks After identifying the premier target audience, we need to synchronize the plan with the GWRTA’s outline of scheduled tasks. I. Research on Target Audience a. Information Gathering—Voter/Commuter list gathering for residents in Courtland, Salem, Chancellor and Livingston (partial) Districts in Spotsylvania County, Hartwood, Falmouth Districts in Stafford and targeted City residents. b. Focus Group—The research will begin with the focus group, hearing first hand the concerns of residents and commuters alike. II. Messaging III. Website and Social-Media IV. Public Relation Programs a. Social-Media Connections (i.e. Twitter, LinkedIn) b. Blog Controlling c. News Reporter Coverage

V. E-mail Blasts VI. Strategic Milestone Printing a. Direct Mailings—postcards, video packets b. Newspaper Advertisements

Research on Target Audience We need to obtain voter and commuter lists of residents in targeted areas of Spotsylvania, Stafford and Fredericksburg. From this list, we will conduct a focus group from this targeted group to develop the overarching message (more detail below).

Frame the Issue The issue boils down to quality of life and how congestion in the area, primarily along this I-95 corridor and Rt. 17 is impinging upon it.

Message Problem: Transportation is a state responsibility. Although it looks as if the Governor’s transportation stimulus plan may pass the General Assembly, state leaders are gridlocked over long term solutions, leaving state roads more and more congested. As newly released Census data shows hyper-growth in this region has made it the fastest growing and 4th largest. All of this has left us with challenges and with the Dillon Rule firmly entrenched, little authority to implement transportation solutions. As frustration grows, regional leaders have had to work together to find solutions. Solution: The General Assembly grants local government very little, if any, real authority to develop and implement transportation solutions. Meantime, federal and state officials and leaders have advised local governments to find creative and regional public-private solutions. The Regional I-95 Corridor Improvement Plan, largely funded by a new tolling authority is the most realistic solution allowed by state law. Action: Regional leaders joined together to push for a toll road authority, used by other jurisdictions, which was approved in 2009. Fredericksburg and Spotsylvania officials created the George Washington Regional Toll Road Authority to continue reviewing plans, including funding, for a new limited access parkway that greatly cuts Route 3 traffic. The development of the parkway will not only provide relief for the congested areas of Virginia Route 3 and the I-95/Route 17 interchange, but will expand capacities along the Rappahannock River and I-95 and allow the economic/business areas to be accessed with ease. Spokespeople: Spokespeople will be determined, but members of the Toll Road Authority are elected officials, who would be the primary spokespeople. News hooks: Regional cooperation finding new ways to fix overdue transportation problems. The I-95 Corridor Improvement Plan and Tollway is but one way the region is using to find solutions! Communications Channels and Outlets: GWTRA officials and Willow Marketing will review all practical channels, but the primary channel will be the Internet and website, which will act as a resource hub into which all other channels direct traffic. The plan proposes a multi-phased campaign aligned with the work plan milestones using direct mail, email, and print and broadcast media as those channels. Willow Marketing will continually evaluate reach and penetration to determine the use of additional channels, such as billboards.

Reporters/ Media Database: Top 20 outlets Freelance Star Local radio - WFLS-FM, WFVA-AM, WBQB-FM, WGRQ-FM and WGRX-FM Richmond Times-Dispatch Washington Post Cable Pitch: Overview of the I-95 Corridor Improvement Plan, tollway, regional approach, creative solutions in a time of gridlock in Richmond. Deliverables/ Collateral/ Event: GWTRA, FAMPO and local staff have studies, data and graphics. Willow Marketing first proposes to build the resource website and design other material around that hub. Tracking Coverage: Willow Marketing will capture media hits and report results to GWTRA. The tracking of results will primarily be drawn from the website analytics. These statistics will include how many times a user is visiting the site, the pages of interest, and the ability to pin-point the geographic location of the visitor. In addition to the website statistics there will also be an ongoing evaluation of the communities’ at large overall opinion through the usage of Twitter and other social-media networks. Twitter is currently in the process of implementing metrics that will allow Willow Marketing to track followers, un-followers, clicks and overall traffic to links with in the social network. Evaluation: Willow Marketing will provide metrics.

Budget Estimate What follows are prices of various marketing/communications tools that could be used throughout the campaign. We are providing this information for further discussion with GWTRA staff and executive committee so that we can better align the communication strategy with the workplan and budget. However, we strongly suggest that the first action is to conduct a focus group of targeted constituents to create the message, and develop the website that would act as the central repository of information on the tollway. Next, we would focus on direct mail pieces to inform key constituents of the need for the tollway. Additional tools will be considered after further discussions with staff and GWTRA executive committee. Focus Group: Willow Marketing would like to perform a focus group to assist in creating the messaging. This will help us uncover the public’s true feelings positive or negative about the project. Willow Marketing will analyze the data and utilize the findings to create the messaging and target medias to most effectively reach our audience. Website: The resource hub of the communication plan will be the website. Willow Marketing will design the site so it is easy to navigate and visually appealing to the user. We will integrate video and social media into the site. The video will allow us to help visualize the congestion problems we are facing and how the proposed 95 Corridor Improvement Plan and Rappahannock Parkway will help resolve the current traffic nightmare. The website will continually change with updates and milestone completions. The website will also offer residents a sign up link to receive regular updates. Email Blast: Using the information from the sign up area of the site and other lists Willow Marketing will design an email blast template that will be used to communicate progress of the project. Willow Marketing will work with the staff and committee members to compile an email list and will compile email addresses at all public meetings. The email blasts will go out at least once per month at the project’s beginning and may be used more often as the project progresses. Public/Media Relations: Willow Marketing will write and distribute press releases as milestones are reached on the project. Press releases will also be used to help generate public awareness about the proposed project. Direct Mail: Willow Marketing will design several direct mail pieces throughout the project to raise awareness and to keep the public informed as the project progresses. Willow Marketing will work with the staff and committee members to compile a mailing list of commuters and constituents in Spotsylvania County. Logo Development: Willow Marketing will develop a logo that represents the project scope and a brand that is recognizable by the general public. Collateral Development: Willow Marketing will create collateral to be utilized at public meetings and for general public awareness (eg, brochures, hand outs, letterhead etc.) Print Media: Willow Marketing will design several print media ads that will be used in all media. Budget reflects creative and media purchases. Media Outreach/Planning: Willow Marketing will work closely with staff and committee members to make sure we are using the right media mix to effectively reach the correct audience with the best return on investment.

TASK DESCRIPTION: ESTIMATE:

Focus Group $10,000

Website Text Editing, Design and Programming $25,000

Email Blast Text Editing and Initial Design $1,200 Additional Versions (Text and Layout) $280 Monthly Delivery 500–2,500 $100 2,501–5,000 $150 5,001–10,000 $175 10,001–25,000 $275 25,001–50,000 $375

On-Call Services (to include writing Press Releases, monitoring Social Media and regional blogs $4,000/mon

Direct Mail Creative Development Postcard $1,000 #10 Envelope w/Letter $2,500 CD Selfmailer $3,500

Logo Development (includes letterhead, press release and relevant business papers) $3,500

Collateral Development (includes copywriting and design) Trifold Brochures $1,700 Press Kit $7,000 Posters/Banners $1,200 Powerpoint $100/page

Media Plan/Buying $5,000 plus 15% of ad spend

Print Media $500–$10,000

Broadcast Media/Cable (creative costs TBD) $25 to $125 per 30 sec spot

Outdoor Media (billboards, yard signs, etc) $1,000–$3,000/mon

Radio (creative costs TBD) $25–$135 per 60 sec spots

Communications Plan Outline for the George Washington Toll Road Authority

Regional 95 Corridor Improvement Plan The Need and Value Goals

• Build & Solidify Public Support

– The dismal state of the state transportation system – Richmond gridlock hampers long-term solutions – Dillon Rule limits local/regional authority, tools – Need for regional solutions – Creative public-private funding opportunities – 95 Corridor Improvement Plan – Tolli ng use d to he lp fun d pro jec ts Target Audience

• Community at Large – Residents of Spotsylvania, Fredericksburg, & Stafford – Impacted Land Owners

• Area Commuters

• Other Interested Parties – State Policy Makers – Interest Groups Research on the Target Audience

• Obtain Voter/Commuter/Other Lists of Stafford, Fredericksburg, Spotsylvania Residents

• Focus Group Message

• Problem • Action – Highly Congested Corridor and – George Washing Toll Road Roads Authority – Hyper Growth – Relief in Congested Areas • Fastest Growing – New Capacities • 4th largest in the Region -- Limited Authority – Easier Access • Solution • Spokespeople – Regional public-private – To be Determined partnership – Primary Elected Officials of Toll – Alternative funding Road Authority Message

• News Hooks •Pitch – Regional Co-Op for solutions – Region Working Together to Tackle Problem • Communications – Creative Solutions Channels and Outlets – Primary Channel: • Deliverables/Collateral/ Internet/Website – Other Channels: Direct Mail, E- Event mail, Print, & Broadcast Media – GWTRA,,, FAMPO, and other • Reporters/Media studies, data, & graphics Database – Resource Website – Top 20 Outlets • Tracking Coverage – Freelance Star – Capturing Media Hits – Local Radio – Providing & Evaluating metrics – Richmond Times-Dispatch of reported results. – Washington Post – Cable Budget Estimate

Focus Group $10,000 Website $25,000 PtPostcard $1, 000 Direct Mail #10 Envelope w/Letter $2,500 (creative development) CD Selfmailer $3,500

Logo D ev el opm ent $3,500 Text Editing and Initial Design $1,200 Email Blast Additional Versions (Text and Layout) $280 Monthly Delivery 500–2,500 $100 25012,501–5, 000 $150 5,001–10,000 $175 10,001–25,000 $275 25,001–50,000 $375

TifldBTrifold Broc hures $1, 700 Collateral Press Kit $7,000 (creative development) Posters/Banners $1,200 Powerpoint $100/page Budget Estimate

Print Media $500-$10,000 Ad placement (per ad) Print Media Creative Design $500- $2500 (dependent upon ad size) Outdoor Media $$$1,000 to $3,000 per board per month On-Call Services $4,000 per month Broadcast Media/Cable $25 to $125 per 30 sec. spot (Crea tive Cos ts-TBD) Media Plan/Buying $5,000 plus 10% of ad spend