marketing, sale and design of specialty license plates texas road map 2 nd september, 2009
TRANSCRIPT
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MARKETING, SALE AND DESIGNOF SPECIALTY LICENSE PLATES
TEXAS ROAD MAP
2nd September, 2009
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Agenda• Introductions• The Joint Award• Behind the Scenes• What’s stayed the same? • What’s different?• New creative direction• Timing• How does it affect existing plate vendors?• Question time
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Introductions
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Steve Farrar - President Sean Kennedy - Vice President
Kim DrummondPublic Relations Manager Christine Randolph
Project Manager
My Plates Team
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The Joint Award
Both companies:- Successful, entrepreneurial, minority owned- Texas based and owned- In complementary industries, each with its own strengths- Fully committed to making this program a success for Texas
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Behind the Scenes
Marketing / Admin Office Austin
Customer Care and Sales CenterLufkin / Nacogdoches
IT Hosting and Business Support
Dallas
Advertising and CommunicationsLongview
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What’s going to be the same?• Trading as My Plates• Retain the URL www.myplates.com• Retain previous vendor plates• Retain the website
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So what’s different?• New plate releases• New categories• New pricing schedule• New leadership and direction
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Possible New Plate Releases• New black and white T-Plate• Corporate / organization license plates• 7 Character PLP’s• Auctions
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New Categories• Background only option• Freedom series (7 characters)• Souvenir plates
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New Pricing Schedule (Proposed)Term & Prices
Category Name 1yr 5yr 10yr • Souvenir $40 one time fee• Background Only $55 $195 $295• Custom $85 $225 $325• T-Plates (Premium) $95 $395 $495• Luxury $195 $495 $595 • Freedom (7) $395 $695 $795
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New Direction• New creative direction
– New creative theme, fresh execution
• New marketing direction– Mainstream communications as well as
affinity based groups across Texas.
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New Creative Direction
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CREATIVE APPROACH
myplates.com
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Timing- October 29
- Commission Hearing approval of the proposed pricing schedule- Then it takes 20 days for the rule to become effective
- November 19- Target launch date “GO LIVE” to start selling plates
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How does it affect you? - Short term
- All statutory plate prices are the same: Unchanged- All statutory plates purchased through TxOnline: Unchanged
- Mid Term- Within our contract, we have agreed to host all SLP Vendor plates on the My
Plates site within 6 months of becoming operational.- Target date for this: 19 May, 2010
- Long Term- We are committed to increasing the awareness and market penetration of
SLP/PLP’s within the state of Texas and it is hoped that everyone benefits from this increased demand/desire.
- We will also be preparing a “partnership program” which we hope to talk to you all about in the early part of 2010.
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Questions?
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SB 1616
This bill primarily relates to Souvenir
Sponsored Personalized and
Vendor-marketed specialty license plates
It contains amendments effective 9/1/2009 to existing Sections and adds new Sections to the Transportation
Code, Chapter 504, Subchapters G through J.
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Changed
• Repealed: Plain Personalized License Plates for $40
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Not Changed and “Grandfathered”• Not changed:
– $30 price of existing charity plates– Organizations may enter into mutual agreements to develop new
specialty plates with the vendor
• Grandfathered: (as long as they are renewed annually)
– Customers with plain $40 Personalized License Plates
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Vendor May:• Contract with sponsors of plates established before
September 1, 2009.
– Vendor-marketed plate fee established by rule applies
– $8 to TxDOT for administrative costs
– State’s share/split goes to state sponsor's designated account
– Remainder of fee goes to the vendor
• Set new plate prices with commission /board approval
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Beginning September 1, 2009, theVendor will have exclusive right to:
• Full color plate designs
• Auction of plate patterns or words
• Transfer a pattern or word from one owner to another
• Per contract: seven-digit personalized patterns