This High Occupancy Vehicle (HOV) Marketing Manual is designed to provide marketing and HOV professionals with practical guidelines for improving the public awareness, understanding, acceptance, and use of HOV facilities. The organization of the manual features four main sections. The first section, Introduction, contains highlights from case studies of HOV marketing experience and summarizes a few key principles of successful marketing gleaned from these studies. The next main section, Planning the Campaign, addresses such key topics as market research, campaign strategy, marketing materials, and constituency building. The third main section, Implementing the Campaign, covers media relations, advertising placement, promotion, community relations, and ongoing marketing activities. The last major section, Monitoring and Evaluation, discusses the need to monitor and assess the marketing campaign, public response, and HOV lane performance. Finally, Appendices contain sample marketing materials from a variety of HOV projects, project data, the case studies themselves, and a list of contacts who have had experience marketing HOV lanes in various parts of the country. (Author/publisher)
Samenvatting