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| Caltrans - Tahoe Basin |
Caltrans hired ProProse to create a comprehensive outreach campaign to educate residents, businesses and visitors to the Tahoe Basin about the positive environmental purpose of road improvement projects taking place around the lake. The five-year project involves road work to install a new storm drain system on all highways around the lake to protect water quality. The “TahoeRoads” outreach campaign created by ProProse is critical to educating the public about the important mission of the projects and to alert motorists to potential traffic impacts. A key focus is reducing the economic impact to businesses when Hwy 50 is closed for two weeks in 2011.
Modeled in large part on the successful strategies behind our “Fix I-5” campaign, this campaign includes strategic marketing planning, public outreach, public meetings, public events, public and private partnership building, public relations, media relations, event planning and implementation, collateral development, media planning and placement, social media, email blasts, and microsite development and management.
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