South Bay Expressway
It was a case of false starts. South Bay Expressway was one of the most anticipated transportation projects in California. The community followed the progress of construction for this toll road in anticipation of the road opening. But after a series of grand opening postponements, due to construction set backs, the community felt put off and grand opening information was met with much cynicism.
With little more than a months notice, we were put in charge of not only planning the grand opening events, but also planning the marketing strategy to present the grand opening to a community that was skeptical at best.
Our strategy focused around the implementation of a grass roots marketing plan. We felt we not only had to get the word out to the community but we had to involve them as well. We worked with many local businesses, organizations, social and recreational clubs, Home Owner Associations, and the local government through the Chamber of Commerce. We posted banners and posters throughout the community as well as placed rack cards at various businesses. We involved the community and asked many of them to come and participate in the festivities with us. Along with our grass root marketing we placed advertisements in not only large countywide newspaper publications but also in local newspapers located in targeted areas. We also sponsored traffic reports on radio stations as well as purchased advertising on top rated stations in our main focus area.
The grand opening celebration was planned with our community in mind and boasted a full days worth of events that were free and fun for the whole family. It all started with a fun cycle tour of the road and run/walk event that took place on the road. A family fun festival that included games, rides, prizes, booths, food, music, a tour of the road and much more, followed. A parade and free outdoor movie capped off the day.
