2017-225 OPT - Triangle J. Council of Governments - Grant Award Agreement

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Description —The Marketing Top Task covers all activities done to establish and ' maintain new local TDM initiatives and media channels for promotional efforts, as well as ` . the generation of new content for delivery through those channels. Following the interest of Orange County staff as documented in the 2015 Regional Commute Survey, the TDM Coordinator will assist with marketing the new fixed route transit service offered by Orange Public Transportation and provide additional staff support to establish and market the subsidized bus pass program. Marketing materials will also be created to publicize PART and GoTriangle routes connecting to Hillsborough employers and Orange County worksites such as the Orange-Durham Express and 420 routes. This task also includes marketing and administrative activities for the Orange County Telework program including supporting the online Telework training and clarifying the registration process. The other focus of TDM program interest for County staff in the 2015 survey results was STRNC ride-matching. This will be covered by the promotion of ongoing regional services in Top Task#2. Marketing plans will be created under this Top Task to guide the promotion of each quarterly regional campaign in Top Task#1. The Orange County TDM Coordinator will work closely with regional marketing staff at GoTriangle to leverage the materials and design templates they've generated to increase the efficiency and effectiveness of their efforts. They will also lean on the experience of other local service providers as they share best practices in monthly GoPartner meetings, to optimize marketing efforts with the most effective media and messaging. Related Activities from Revised 7-Year Plan o 3.5.b Support and market ERH services to existing and prospective patron companies. -The Orange County TDM Coordinator will create or customize materials for the major employers in Hillsborough and to Orange County staff to explain and promote the use of the Emergency Ride Home program. ERH will be a priority as it addresses a primary obstacle identified by Orange County staff to commuting without their personal vehicle. ■ Proposed Outputs and Outcome Tracking • ERH information posted on website in Q1 • ERH materials to hand out created or customized by end of Q2 o 4.2.a Develop and implement detailed marketing plans. -The Orange County TDM Coordinator will create marketing plans with tracking metrics for each major regional and local campaign. The Orange County TDM Coordinator will then create any necessary content and media channels to extend the reach of unified regional campaigns to the Hillsborough hotspot and Orange County facilities. ■ Proposed Outputs and Outcome Tracking • One detailed marketing plan will be created per quarter following NCDOT guidelines and best practices of partners. o Outcomes of following these plans can be measured by how well the plan fit with the actual process after completion. Triangle J Council of Governments 13