Prepared by
Battelle and Editor's Ink
(Click here to download Microsoft® Word file of document.)
Dear 511 Deployers,
Effective marketing of 511 is an essential element to successful 511 deployment. To assist you with this task, the 511 Deployment Coalition's Marketing and Outreach Program is pleased to make available this toolkit of resources. We hope that these resources will help you plan more effective marketing programs, more efficiently, while promoting a "national brand" image for 511.
This version of the 511 Marketing Toolkit describes a range of marketing
tools available now or set for release in the next few months. The following
marketing tools are currently available:
The following marketing tools will be available by May 2002:
In addition to providing marketing tools, the Coalition's Marketing and Outreach Program supports deployers by promoting communication and networking. Through workshops and conference sessions, e-mail networks and conference calls, we bring together the public information officers who are working to make the public aware of 511 service. The following pages of this publication provide more information about how to obtain marketing tools and information. If you have not already done so, please contact us so we can add you to our contact list for 511 marketers.
| Carol Zimmerman Battelle Chair, Marketing and Outreach Committee (202) 646-7808 zimmermc@battelle.org |
Karen Haas Martin Editor's Ink (301) 963-5708 editorsink@starpower.net |
A logo that is a recognizable symbol communicating the purpose and availability of 511 service was considered to be a fundamental element of the 511 Deployment Coalition's Marketing and Outreach Program. A 511 logo was designed and selected using input from consumer focus groups and from 511 deployers. To help create a national identity for 511, the Coalition is using the logo on all its communications and is encouraging the use of the logo by local 511 deployers across the country to reinforce consistency of the 511 service. To date several local deployers have adopted the logo for their marketing program for materials such as road signs, rack and business cards, stickers, and brochures. The logo is being trademarked by AASHTO and use guidelines have been published.
The 511 logo (#2 below) may be used with a variety of tag lines. The Deployment Coaltion has chosen "Travel Info" (#1) as the national tag line. Additional variations on the tag line are available (#3- #5 shown below). States may want to use their own name in the tag line as illustrated in #6 below. The 511 logo/tagline is available in one-color (blue), or black-and-white, and in reverse format (#7 and #8 below). File formats available include bitmap, eps, gif, jpeg, and tif. Variations on the tag lines shown below are allowed, but must be approved by the 511 Deployment Coaltion. The logo files and the logo use guidelines may be downloaded from the following web sites:
ITS America http://www.itsa.org/511.html
AASHTO http://511.transportation.org
USDOT www.its.dot.gov
APTA www.apta.com
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The 511 Deployment Coalition brochure provides a basic overview of 511 and may be useful to local deployers as an educational tool. Intended audiences for this publication include the transportation community (potential deployers), policymakers, and the press (rather than the general public). The brochure is posted on the ITS America web site at http://www.itsa.org/511.html. Limited quantities are available to deploying organizations while supplies last. Contact Tabitha Powell at Battelle (202) 646-5040; powellti@battelle.org.
Generating illustrations for use in 511 marketing materials can be an expensive and time consuming task. The custom illustrations used in the 511 Deployment Coalition brochure and exhibit are available free of charge for use by transportation agencies deploying 511. The Coalition is encouraging the widespread use of this artwork by deployers as a means to further establish a consistent national identity for 511 service. Because of the size of the graphic file formats, the illustrations are provided on CDs and shipped on request. Contact Karen Martin (301) 963-5708; editorsink@starpower.net.
Exhibits can be useful for reaching audiences at conferences and trade shows. The 511 Deployment Coalition has developed exhibits that can be used by local deployers who would like to host an exhibit in their areas. Two versions of the 511 exhibit are available for loan.
USDOT exhibit- a 10' x 8' pop-up display
AASHTO exhibit-four velcro art panels
Both of the exhibits can be viewed at http://www.bobsoule.com/3223-edink-511-ex.html. To make arrangements for borrowing the exhibits, contact Karen Martin (301) 963-5708; editorsink@starpower.net.
A variety of background materials have been developed by the 511 Marketing
and Outreach Program or gathered from deployment sites that local deployers will
find useful as they create a marketing program for their local area. Background
materials available to date include:
These may be downloaded from ITS America's marketing resources webpage. The URL is http://www.itsa.org/511marketing.html. The marketing resources webpage is currently under development, and other coalition member organizations also are developing 511 marketing resource web pages.
As a convenience and economy for deployer organizations, the 511 Deployment Coalition has ordered a large supply of adhesive stickers with the 511 logo, for use on press and information kits. They are available on request, while supplies last. Contact Tabitha Powell at Battelle (202) 646-5040; powellti@battelle.org.
Interior and exterior bus ads and interior train ads are currently being designed using the 511 custom illustrations. We anticipate that the ads will be available to public transportation agencies by May 2002. They will be distributed through the American Public Transportation Association. For more information, contact Karen Martin (301) 963-5708; editorsink@starpower.net.
As a convenience and economy for deployer organizations, the 511 Deployment Coalition plans to order a large supply of window clings with the 511 logo, for promotional use by deployer organizations. They will be available on request, while supplies last. Contact Tabitha Powell at Battelle (202) 646-5040; powellti@battelle.org.
The 511 Deployment Coalition fosters networking and sharing among deployers. Listed below, for your information, are the marketing contacts for early deployer states and regions. To participate in networking activities (workshops, e-mail networks, and conference calls), contact Carol Zimmerman at (202) 646-7808 (zimmermc@battelle.org) or Karen Martin at (301) 963-5708 (editorsink@starpower.net).
Lynda South
Director of Public Affairs
Virginia Department of Transportation
1401 East Broad St.
Richmond, VA 23219
PH (804) 786-2715
FAX
lynda.south@virginiadot.org
Nile Easton
Public Information Officer
Utah Department of Transportation
Box 148270
4501 South 2700 West
Salt Lake City, UT 84119
PH (801) 965-4387
Cell: (801) 673-7107
Pager: (801) 242-3837
neaston@dot.state.ut.us
Donna Ayres
Public Information Officer
Arizona Department of Transportation
2302 W. Durango Street
Mail Drop PM02
Phoenix, AZ 85009
PH (602) 712-6086
FAX (602) 495-9013
dayers@dot.state.az.us
Damon Hildreth
The Kentucky Transportation Cabinet
Office of Public Affairs
501 High St.
Frankfort, KY 40622
(502) 564-4890
damon.hildreth@mail.state.ky.us
Paul Cammack
Nebraska Department of Roads
3716 South 14th St.
Lincoln, NE 68509
PH (402) 471-1808
FAX (402) 471-1814
pcammack@dor.state.ne.us
Emily Van Wagner
Metropolitan Transportation Commission
101 Eighth St.
Oakland, CA 94607-4700
PH (510) 817-3280
FAX (510) 817-3299
evanwagner@mtc.ca.gov
Ginny Crowson
ATIS Coordinator
Minnesota Department of Transportation
395 John Ireland Blvd.
St. Paul, MN 55155
PH (651) 284-3454
ginny.crowson@dot.state.mn.us
Web sites created as a companion to the 511 telephone service have been created by several 511 deployers. As a source of ideas, we encourage you to check out these 511 web sites:
Utah Department of Transportation
www.utahcommuterlink.com
Virginia Department of Transportation
www.511virginia.org
Arizona Department of Transportation
www.az511.com
Kentucky Transportation Cabinet
www.artimis.org
Nebraska Department of Roads
www.dor.state.ne.us/511