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511 Sponsorship: The Georgia Perspective

511 Sponsorship: The Georgia Perspective. Hugh Colton, TMC Operations Manager Georgia Department of Transportation. Paul Marshall, ATIS Project Manager Meridian Environmental Technology, Inc. Amy Parrish, Partner & Chief Marketing Officer Cohn, Overstreet, & Parrish. Background.

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511 Sponsorship: The Georgia Perspective

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  1. 511 Sponsorship: The Georgia Perspective Hugh Colton, TMC Operations Manager Georgia Department of Transportation Paul Marshall, ATIS Project Manager Meridian Environmental Technology, Inc. Amy Parrish, Partner & Chief Marketing Officer Cohn, Overstreet, & Parrish

  2. Background • 511 was not Georgia’s first traveler information venture • GDOT established *DOT in 1996 to coincide with Olympics in Atlanta • *DOT provided live operators 24/7 • Generated thousands of calls, produced die-hard fans • Live operators essential to 511 RFP

  3. About Meridian • Meridian Environmental Technology chosen • Meridian developed #SAFE, the model for 511 national guidelines • Deployed #SAFE, and later, 511 across eight states • Contract signed with GDOT July 2006 • GA 511 launched August 2007

  4. Data Source • NaviGAtor: Georgia’s ITS • Large amount of real-time traffic data • Current: 205 miles full coverage • Traffic.com coverage: App. 35 miles • Continuously expanding • Future: 32 miles

  5. Increase in Calls to 511 CY 2008 CY 2011 CY 2009 CY 2010

  6. Alternate Funding Sources • Record budget shortfalls, gas tax collections down • GDOT no stranger to sponsorship (HERO) • 2009: GDOT issues RFQ to develop sponsorship model for GA 511 • Model provides 511 service at no cost to GA taxpayers with potential GDOT revenue share

  7. Best Practices • Do not own and operate your own 511 system • Use a contractor with offsite solutions to eliminate maintenance cost to DOT • Hand over to contractor day-to-day operations, website, and highway logo signs • Hire a marketing team • Establish a Governance Board • Avoid contentious sponsors like alcohol, attorneys, gambling

  8. Sponsorship Model “Messaging in Motion” 511 Audio Messages Website Signs Mobile App

  9. Mobile App • Travelers calling 511 on a smart phone can get: • Directions • Highway assistance • Offers via digital couponing determined by GPS location at the time of the call • Application available for free download at iTunes for iPhone (Droid and Blackberry apps available soon.)

  10. Mobile App (cont’d) • Corporate partners receive free advertising during the launch of new website and phone application. • Launch event planned in March 2011 featuring GDOT Leadership and PepsiCo • Special pricing to be offered at launch event for new sponsors

  11. Digital Couponing

  12. Georgia-NaviGAtor.com • 200,000 visitors per month • #1 Google search for “Georgia Traffic” • Ads on every page • Sourced directly by sponsors and Google, revenue based on ad click-throughs • New website launched in late January 2011

  13. 511 Signs • 1,000 locations statewide • Must adhere to MUTCD Section 2H.08 • DOTs are urged to develop their own acknowledgement policies • Acknowledge the sponsor; don’t advertise • Make policies open-ended, not specific to 511

  14. 511 Signs

  15. Overall Experience • Challenging • Lots of meetings and phone calls to ensure FHWA compliance • Sponsorship new to FHWA; various interpretations of rules and guidelines • Other states can learn from GA’s model • GDOT and taxpayers have received 511 services at no cost since November 2009 • 15 months in: Moving well overall

  16. Questions? Hugh Coltonhcolton@dot.ga.gov Paul Marshall pmarshall@meridian-enviro.com Amy Parrish aparrish@co-p.com

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