MnPASS I-394 Express Lanes Marketing Plan Outline Prepared for Mn/DOT by Frank Wilson & Associates and Tanaka Advertising 28 October 2004

Situation Overview New choice for Minnesota solo drivers – Opening Spring 2005 on I-394 corridor. For a modest fee, solo drivers who choose to do so, can get faster, more convenient and more reliable commute. Drivers will need to adapt to a new infrastructure, install a simple piece of technology and follow some simple rules.

Key Challenges Newness of the product. Immediate need for a positive response from both current HOV users and new MnPASS users. Positive outlook will be the focus of pre- opening and general messages throughout the marketing campaign.

Target Audience Solo commuters from the western suburbs; including those adjacent to I-394 Express Lanes such as St. Louis Park, Golden Valley, Plymouth, Minnetonka and Wayzata years old. Commutes 30 + minutes per day on I-394. Owns a DVD, PDA, cell phone and personal computer.

Marketing Strategy

Marketing Communications Strategy Use an integrated approach directed to the target audience, focusing on the benefits of MnPASS. Website – Customer sign-up. Earned media: ­Cornerstone events. ­Briefings, tours and outreach to local media. Community outreach. Focused advertising message to our target audience.

Brand Triangle Core Value Easy to get. Easy to use.  Fast  Reliable  Safe  Fair Personality  New choice: a faster trip  Innovative and cost effective  Dynamic Pricing Attributes Get in and go

Branding and Positioning Objectives Build awareness for MnPASS as a brand. Appeal to the “early adopters.” Develop the MnPASS brand so that it has a consumer look and feel.

Consumer Hierarchy of Needs Brand loyalty increases the more emotional the benefit communicated to the potential user. We realize an emotional connection and higher loyalty to the brand when our MnPASS marketing message offers: Simple, non-stop travel which creates a… Better commute that is… More reliable which helps the user to be… More relaxed/with less stress and helps them to… Stay on schedule which allows them to… Arrive relaxed.

Positioning Platform A trip on the MnPASS I-394 Express Lane provides a faster, more reliable commute.

Tone/Personality MnPASS should express the brand personality: fast, convenient, reliable Advertising messages should reflect Mn/DOT’s vision for: ­A transportation network that meets the needs of Minnesota’s citizens and businesses for safe, timely and predictable travel. Use positive tone with emphasis on innovation.

MnPASS is easy to get and easy to use. It’s fast, convenient and reliable. Get in and go!

Marketing Materials

Brochure Cover

Web Page Template

Infographic