Metro - File #: 2015-1495

• File #: 2015-1495
• Type: Budget
• Status: Passed
• File created: 9/18/2015
• In control: Executive Management Committee
• On agenda: 10/15/2015
• Final action: 10/22/2015
• Title: EXECUTIVE MANAGEMENT COMMITTEE RECOMMENDED (6-0) amending the FY16 Budget to add $2,750,000 to the Communications Department budget to fund the first phase of Metro's Long-Range Transportation Plan (LRTP) Education Program.
• Sponsors: Board of Directors - Regular Board Meeting
• Indexes: Advertising, Budget, Budgeting, Funding plan, Long range planning, Long Range Transportation Plan, Measure R, Measure R Admin Costs (Project), Plan, Program, Project, Quality of life, Transportation Improvement Program

Date	Action By	Action	Result
10/22/2015	Board of Directors - Regular Board Meeting
10/15/2015	Executive Management Committee

Meeting_Body
EXECUTIVE MANAGEMENT COMMITTEE
OCTOBER 15, 2015

Subject/Action
SUBJECT: LONG-RANGE TRANSPORTATION PLAN (LRTP) EDUCATION PROGRAM

ACTION: AMEND THE FY16 COMMUNICATION DEPARTMENT BUDGET TO FUND THE LRTP EDUCATION PROGRAM

Heading
RECOMMENDATION

Title
EXECUTIVE MANAGEMENT COMMITTEE RECOMMENDED (6-0) amending the FY16 Budget to add $2,750,000 to the Communications Department budget to fund the first phase of Metro's Long-Range Transportation Plan (LRTP) Education Program.


Issue
ISSUE

The Los Angeles County Metropolitan Transportation Authority is updating its Long-Range Transportation Plan to include mobility priorities across the county. Accompanying the LRTP will be an expenditure plan for funding the improvements. Educating the public about the plan and the benefits of future mobility improvements is essential.

Discussion
DISCUSSION

Metro has been collaborating with the various sub-area councils of governments on multi-modal transportation priorities for the future to enhance mobility and ease congestion. Communicating the county's overarching transportation strategies and corresponding projects to the public across the region is crucial.

The Metro Communications Team has developed a multi-faceted communications plan to educate the public about the LRTP and the long-term benefits to the region. This education campaign includes broad-based and targeted communication tactics to convey information effectively in the manner that reaches and resonates with the diverse audiences across the region.

To date, Metro has conducted some market research to generate feedback that will help frame the messaging platform and concepts for the education campaign.

The public education campaign and funding to accomplish this effort will occur in two phases: an initial rollout from November 2015 through Board action on a plan to fund the LRTP, and a subsequent information program if the Board votes to pursue funding oppor...