Overview of
Public Outreach Plan
Golden Gate Bridge - All Electronic Tolling
Mary Currie, Director of Public Affairs
Dana Fehler, Director of Marketing and Communications
Presented to Board of Directors, Golden Gate Bridge, Highway
and Transportation District
November 16, 2012
Public Outreach Plan
All Electronic Tolling
Objective
 Inform Key Audiences About New Toll Payment Options to Ensure Success of
Conversion.
Key Messages
(1) All Electronic Tolling Technology Works in USA and Around the World:
Golden
Gate Bridge will be the first major bridge in the USA to implement full conversion.
(2) Customer Convenience: No more stopping and no more fumbling for cash.
(3) Customer Choices:
FasTrak and Pay-By-Plate offer increased flexibility with myriad of ways to
pay a toll using cash, check, or credit card.
(4) Southbound Congestion Relief: Faster travel times & improved air quality at the Toll Plaza.
(5) Cost Savings to District: $19 million over an eight-year period following conversion.
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Outreach Plan
All Electronic Tolling
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Communications Tools
= Audiences Informed
On-Road Signage
Printed Materials
Website Content
Technical Tools
Social Media
News Media
Radio & Print Advertising
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Cash Customers
Tourists/Visitors
Travel Industry
News Media
Partner Agencies &
Community
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Public Outreach Plan
All Electronic Tolling
Samples of On-Road Signage
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Outreach Plan
All Electronic Tolling
Printed Materials
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Frequently Asked Questions
Brochure
Take One
Poster
Point of Sale Signage
Press Kit Folder
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Outreach Plan
All Electronic Tolling
Website Content
• Video Animation
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Outreach Plan
All Electronic Tolling
Website Content
• Website Page at
www.goldengate.org/tolls and
www.bayareafastrak.org
• Website Banners - Resizable digital banners that could be placed on
partner websites and be repurposed for digital advertising.
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Outreach Plan
All Electronic Tolling
Technical Tools
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Create Content for 511 and www.511.org.
Utilize Traditional and Social Media Monitoring Software.
Develop Extensive Email Contact Lists.
Build ** Network to Get Toll Information To Customers’ Cell Phones via
Text and Audio in Multiple Languages.
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Outreach Plan
All Electronic Tolling
Social Media
• Push Messaging to Educate and Inform.
• Monitor and Respond to Feedback and Questions.
News Media
• Targeted Press Briefings.
• National News and International Travel Writers Coverage.
Traditional Advertising
• Radio Spots – 15 sec. spots.
• Web Campaign – Digital display ads and pay per click.
• Print Campaign - Local publications.
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Outreach Plan
All Electronic Tolling
Budget
Printed Materials and Website Content
Technical Tools
Social Media/PR Support
Advertising
Community Outreach
$122,280
$90,000
$40,000
$220,000
$47,000
TOTAL BUDGET:
$519,280
Included in Operating & Capital Budgets
$(223,280)
TOTAL ASK FOR BOARD:
$296,000
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