What was the scope of their involvement?
They were in charge of developing messaging and communication tools to get the public to understand the benefits, as well as how the express lanes would function. This involved focus groups and putting together a media outreach plan including advertising across various types of channels. There was also a significant focus on social media including Facebook and Twitter and digital online advertising. They handled all aspects of the plan from research and message development to coordinating the production of print and video, as well as strategizing placement of those.
In terms of social media, we had a heavy emphasis on Facebook and some of the other channels that Facebook participates with. We also had widespread digital advertising on website platforms such as ESPN and USA Today.
We did traditional advertising as well, including TV, radio, as well as some print. There was a broad-based approach in terms of the media that was used, but there was an emphasis on digital media since it is, to some degree, more affordable and easier to measure the results.
The agency also oversaw the development of a landing page for the website. The site was intended to provide information about how to use the facility that was in the process of being opened.
How did you come to work with Zellmer McConnell Advertising?
As we are a government agency, we have to go through a procurement process. We went through a scoring process with a selection committee and did interviews. Based on that scoring process and those interviews, we felt that they were the best qualified for the work.
How much have you invested in them?
It was in the range of $600,000–$700,000.
What is the status of this engagement?
The work began in October 2015, and the work is ongoing, but it is a time-based contract.