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 –Tolling used to help fund projects

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

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

Budget Estimate Focus Group $10,000 Website $25,000 Direct Mail (creative development) Postcard #10 Envelope w/Letter CD Selfmailer $1,000 $2,500 $3,500 Logo Development $3,500 Blast Text Editing and Initial Design Additional Versions (Text and Layout) Monthly Delivery 500–2,500 2,501–5,000 5,001–10,000 10,001–25,000 25,001–50,000 $1,200 $280 $100 $150 $175 $275 $375 Collateral (creative development) Trifold Brochures Press Kit Posters/Banners Powerpoint $1,700 $7,000 $1,200 $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 (Creative Costs-TBD) Media Plan/Buying $5,000 plus 10% of ad spend