TechnicalProposal_TravelersMarketing_ODOTRFPFSPSponsorship.pdf

209 West Central Street, Suite 101 Natick, MA 01760

781.416.5000 | www.travelersmarketing.com

May 1, 2025 Submitted via Ohio Buys

Ohio Department of Transportation 1980 West Broad Street Columbus, Ohio 43223

RE: Ohio Department of Transportation (ODOT) Request for Proposal (RFP) for Sponsorship of the ODOT Freeway Service Patrol

Dear Proposal Review Team:

On behalf of Travelers Marketing, I am pleased to submit our proposal for the continued sponsorship of the ODOT Freeway Service Patrol (FSP) program. With unmatched expertise in FSP Sponsorship, a proven track record with ODOT, and a clear continuation and implementation plan aligned to the Department’s needs, Travelers Marketing is prepared to ensure the continuity, visibility, and success of the FSP Sponsorship program.

Since our founding in 1998, Travelers Marketing has generated more than $275 million for our roadway partners by creating and managing innovative sponsorship programs across 35 states. We pioneered the FSP Sponsorship model in 2003 and remain the only company to have successfully developed, sold, implemented, and managed statewide FSP Sponsorships. Our leadership in this field remains uncontested: while others have attempted to replicate statewide FSP Sponsorships, none have succeeded without our direct involvement.

Travelers Marketing has proudly partnered with ODOT since 2014 to design, implement, and manage sponsorship of the FSP program. We successfully procured State Farm Insurance as the inaugural sponsor and transitioned the sponsorship to GEICO in 2022. To date, we have delivered $9.49 million in sponsorship revenue for ODOT’s FSP program—$6.96 million through State Farm over the initial eight years and $2.53 million from GEICO over the past three years.

With this proposal, we are pleased to present GEICO as the continuing sponsor for the initial one-year term, with the expectation of extending this successful partnership. GEICO, recognized by Fortune as the nation’s most admired property-casualty insurance operation, is Ohio’s fourth-largest private passenger auto insurer and a committed advocate for roadway safety. With a 97% customer satisfaction rate and strong financial ratings (AA+ from Standard & Poor’s, Aa1 from Moody’s, A++ from A.M.

Best), GEICO brings exceptional brand strength and alignment with the mission of the ODOT FSP.

209 West Central Street, Suite 101 Natick, MA 01760

781.416.5000 | www.travelersmarketing.com

Our proposal includes a continuation and implementation plan that ensures uninterrupted FSP operations, with no transition period required. As the current program manager, and with GEICO continuing as the program sponsor, Travelers Marketing will maintain consistent branding and operations. We have worked closely with ODOT to promote the FSP program and sponsorship over the years, coordinating press releases, providing regular reminders to incorporate FSP mentions during high-traffic holiday weekend announcements, and supplying quarterly social media posts to support ongoing public awareness. We will continue these efforts under the new contract term, while also meeting all RFP specifications for updated sponsorship materials and promotional activities.

Travelers Marketing values our partnership with ODOT and is committed to maximizing sponsorship value to support the FSP’s ongoing success. Our proven methodology, combined with GEICO’s reputation for community engagement and safe driving advocacy, offers ODOT the greatest sponsorship value and the most qualified team to implement and manage the FSP Sponsorship program.

Thank you for considering our proposal. We are available to discuss our qualifications further and stand ready to begin work immediately upon award.

Sincerely yours, Brian Lee Managing Partner 781.258.5585 blee@travelersmarketing.com mailto:blee%40travelersmarketing.com?subject=

O H I O D E PA R T M E N T O F T R A N S P O R T A T I O N

REQUEST FOR PROPOSALS FOR ODOT FREEWAY SERVICE PATROL SPONSORSHIP

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TABLE OF CONTENTS

IMPLEMENTATION/TRANSITION PLAN

PROGRAM OVERVIEW & SPONSORSHIP ELEMENTS

TRANSITIONING VEHICLE WRAPPINGS BETWEEN SPONSORS

SPONSORSHIP MANAGEMENT & ONGOING COMMUNICATION

PROMOTIONAL & MEDIA EVENTS

IMPLEMENTATION TIMELINE

PRIOR SPONSORSHIP MARKETING EXPERIENCE

FINANCIAL CAPACITY

FEE PROPOSAL

LEGAL ACTIONS

EXCEPTIONS/DEVIATIONS

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Travelers Marketing is pleased to submit this proposal to continue its role as the incumbent sponsorship agency for the Ohio Department of Transportation (ODOT) Freeway Service Patrol (FSP) program.

Prior to submitting this proposal, we secured an extended commitment and guaranteed sponsorship revenue from Berkshire Hathaway’s GEICO Insurance, the current FSP sponsor, to continue its support through the initial term ending June 30, 2026. GEICO has shown steadfast support for FSP programs, sponsoring patrols in 16 states, including Ohio. This sponsorship extension offers a seamless transition into the next contract term and uninterrupted funding for ODOT.

PROGRAM OVERVIEW & SPONSORSHIP ELEMENTS

With this proposal, we seek to continue the existing sponsorship. Neither the sponsor, nor ODOT seek to modify the existing sponsorship elements and enhancements listed below. These elements have already been implemented and are consistent with those elements outlined in the RFP. ODOT, Travelers Marketing, or the sponsor may propose other program enhancements from time to time for ODOT’s consideration. The current sponsorship program elements include:

■ Co-branding of the FSP fleet comprised of up to 32 vehicles, with DOT and sponsor logos on all four sides of the patrol vehicles, as well as reflective striping to enhance safety and increase visibility for patrol operators and motorists

■ Recognition on a minimum of 150 mainline FSP informational signs placed along covered routes to educate motorists about the availability of the program and its services

■ Application of the sponsor logo on FSP operators’ vests, jackets, hats (or other attire) which remind assisted motorists of the innovative sponsorship between the DOT and sponsor

■ Creation and production of motorist handouts, to be distributed by FSP operators to assisted motorists, with FSP information and a link to an online survey

■ Incorporation of the FSP program on the sponsor’s customer response website (www.

SafetyPatrolinfo.com) with an online survey and readily accessible back-end reporting system

■ Promotion of a social media hashtag, #GEICOSafetyPatrol, to be used by the general public to share their patrol assist experiences

■ Provision of sponsor-branded giveaway items, including, but not limited to, ponchos, emergency blankets, and Gecko plushies, to be distributed by FSP operators to assisted motorists

■ Integration of sponsor recognition on the ODOT FSP webpage and the “OHGO” (www.ohgo.

com) Traveler Information System website

■ Distribution of an ODOT press release to announce the continuation of the sponsorship program, recognize ODOT for its innovative sponsorship funding solutions, and raise awareness about the FSP program

IMPLEMENTATION/TRANSITION PLAN

ODOT FSP Sponsorship includes 150 mainline signs informing motorists of covered patrol routes.

http://www.SafetyPatrolinfo.com http://www.SafetyPatrolinfo.com http://www.ohgo.com http://www.ohgo.com

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■ Coordination of the FSP co-branded vehicles at sponsor-initiated community and safety events (sponsor would pay costs to cover vehicle travel and FSP operator time for sponsor-elected events)

■ Periodic promotion of the FSP program and its sponsorship through ODOT press releases, traditional media channels, social media, and joint promotional materials throughout the term of the sponsorship

TRANSITIONING VEHICLE WRAPPINGS BETWEEN SPONSORS

Although no immediate sponsor transition or rewrapping is required at the start of the new contract term, Travelers Marketing remains fully prepared to manage any transition or branding updates that may arise during the course of the contract. Drawing upon more than two decades of successful sponsorship implementations for state DOTs and toll road authorities, including the launch and subsequent sponsor transition of the ODOT FSP program, and a proven track record of managing smooth transitions between sponsors in more than a dozen states, Travelers Marketing has developed a flexible, proven methodology designed to achieve two critical goals: preserving active patrol operations while ensuring a prompt transition that maximizes the continuity of sponsorship revenue.

If rewrapping of the patrol fleet becomes necessary, Travelers Marketing will first collaborate with ODOT and the patrol operator to confirm the full vehicle inventory, reach consensus on any new asset additions or changes to the vehicle design, and agree upon a timeline that balances operational coverage with the need for a swift and efficient implementation. Communication can be handled flexibly, either through meetings or efficient email coordination, based on the Department’s preference and operational demands. Our focus will be on achieving an efficient transition that enables sponsorship revenue to continue flowing promptly while ensuring that no unnecessary disruption occurs to patrol services.

IMPLEMENTATION/TRANSITION PLAN

GEICO has committed to sponsoring the ODOT Freeway Service Patrol through June 30, 2026, keeping the current vehicle designs and avoiding a sponsor transition.

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The graphic design process is approached systematically to ensure clarity and consistency. We prioritize continued compliance with all visibility requirements for patrol vehicles, including unobstructed reflective markings, DOT identification, and emergency lighting, in full adherence to safety guidelines.

Our design objective is to create a highly visible look and identity that incorporates and balances the requisite official DOT markings with the sponsor’s name and logo.

Upon agreement of a graphic treatment for the sponsored vehicles, a pilot vehicle will be wrapped to establish the design standard. Travelers Marketing will provide photographic documentation and, if preferred, arrange for an in-person inspection by ODOT and the sponsor prior to full fleet deployment.

This iterative approval process ensures that real-world installations match renderings precisely.

Once ODOT and the sponsor approve of the pilot vehicle’s design execution, the remainder of the fleet may be wrapped. Vehicle wrapping activities will be scheduled regionally across Ohio’s six patrol hubs, using a staggered approach that allows patrol shifts to be maintained while efficiently rotating vehicles through installations. Travelers Marketing aims to limit downtime to one day or less per vehicle and will adjust scheduling as needed, including working weekends if necessary, to accommodate operational realities. Any vehicles unavailable during the primary wrapping phase will be promptly scheduled for follow-up installation to ensure 100% sponsorship compliance across the fleet.

High-quality materials meeting all state guidelines will be used, and Travelers Marketing will oversee the design, production and installation phases to ensure full compliance with approved designs.

Installation work is coordinated by Travelers Marketing’s long-standing subcontractor, Bach|Lees Design, a firm with more than 20 years of experience in the design, fabrication, and installation of transportation sponsorship elements. Installation will be completed at well-ventilated, temperature-controlled, weather-protected ODOT or patrol operator facilities in each region. When new vehicle builds are involved, wrapping can also be performed at build facilities, with our team traveling as needed to accommodate project efficiency.

If removal of existing sponsor graphics is necessary, Travelers Marketing will coordinate the safe removal of current vehicle wraps prior to the installation of new designs. Bach|Lees Design’s experienced installers use appropriate removal techniques to protect vehicle surfaces, maintaining the integrity of the patrol fleet and avoiding any damage to paint or finishes. To streamline operations and minimize vehicle downtime, Travelers Marketing schedules removal and rewrapping activities to occur in a single service visit whenever possible, ensuring that each vehicle remains out of service for no more than one day. All removed materials will be properly disposed of in accordance with environmental standards and best practices. Travelers Marketing remains committed to preserving the operational readiness, professional image, and public trust associated with the patrol fleet throughout all phases of transition.

Upon completion of installations, Travelers Marketing conducts physical inspections to confirm that all vehicle wraps meet approved design standards. Working closely with ODOT and the patrol operator, our team also establishes ongoing monitoring protocols to track the condition of sponsorship graphics throughout the contract term. ODOT and the patrol operator are encouraged to report any damage or wear immediately, and Travelers Marketing will coordinate replacement graphics and repairs as needed, IMPLEMENTATION/TRANSITION PLAN

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again prioritizing minimal downtime for operational vehicles. Our team will also manage the wrapping of any new or replacement vehicles added to the FSP fleet, coordinating directly with ODOT and the patrol operator to maintain 100% sponsorship compliance.

Travelers Marketing recognizes that even the best transition plans must be adaptable. Accordingly, contingency plans are built into our wrapping schedule to address potential challenges, such as facility availability, inclement weather, or urgent fleet needs. Our team can rapidly reschedule installations and deploy additional resources to avoid any delay to sponsorship activation or disruption to patrol coverage.

Throughout all phases of installation and transition, safety remains our top priority: all work will be conducted in environments that ensure proper material application, visibility will not be compromised, and full adherence to safety guidelines will be maintained. Travelers Marketing measures transition success through clear benchmarks, including achieving 100% fleet compliance with approved branding standards, maintaining average vehicle downtime of less than one day, ensuring minimal operational disruption, and securing ODOT and sponsor approval prior to public-facing deployment. These commitments reflect our objectives to protect the integrity, visibility, and operational excellence of the ODOT FSP program at every step.

Travelers Marketing’s ability to manage large-scale sponsorship transitions efficiently and without disruption has been clearly demonstrated. In 2022, we successfully transitioned the ODOT FSP fleet from State Farm to GEICO, rewrapping the majority of fleet vehicles across six regions inside of two weeks, with minimal disruption to patrol operations. This track record reflects our commitment to protecting operational integrity while maximizing the value of the sponsorship.

Throughout any transition, Travelers Marketing will maintain proactive communication with ODOT, providing regular updates on progress and ensuring that any schedule adjustments are addressed immediately. With Travelers Marketing leading the transition process, ODOT can be confident in a smooth, timely, and professional implementation that upholds the integrity, visibility, and value of the FSP program.

SPONSORSHIP MANAGEMENT & ONGOING COMMUNICATION

Transitioning and implementing a successful sponsorship program is not limited to updating vehicle graphics. It also requires the active, ongoing management of the partnership itself to ensure the program’s long-term strength, visibility, and value to the Department, the sponsor, and the traveling public. Travelers Marketing assumes full responsibility for the active management of the ODOT FSP Sponsorship, ensuring that communications, approvals, deliverables, and sponsorship activities are consistently coordinated and maintained.

Our ongoing sponsorship management includes facilitating communications between ODOT and the sponsor, working closely with the ODOT contract administrator and patrol operator to address sponsorship-related issues and opportunities, and overseeing all deliverables to maintain an effective sponsorship agreement. Travelers Marketing manages subcontractors responsible for implementation and maintenance of sponsor graphics, secures approvals for all sponsorship-related activities, coordinates

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sponsorship activation opportunities such as media events and public relations outreach, monitors program performance, and provides detailed reporting on sponsorship metrics and activities. We also manage all fiduciary responsibilities associated with the sponsorship program.

Travelers Marketing manages all sponsorship billing, invoicing, and collections on behalf of our DOT partners. For the ODOT FSP Sponsorship program, we invoice the sponsor on a quarterly schedule, collect sponsorship payments, and remit funds directly to ODOT in accordance with contract terms.

Our accounting team ensures timely, accurate financial management, providing full transparency and minimizing administrative burden for ODOT.

We view our sponsor’s long-term commitment, and our DOT partners’ satisfaction, as direct results of this systematic and professional approach to sponsorship management. For ODOT, the success of the FSP Sponsorship program is measured not only by the continuation of revenue, but also by its ability to enhance public perception, increase awareness of the FSP’s services, and ultimately support roadway safety for ODOT employees and the traveling public.

Travelers Marketing collaborates with both ODOT and the sponsor to align program outcomes with each partner’s goals. Success is measured through a range of quantitative and qualitative metrics, including total annual motorist assists and interactions, overall program impressions, the volume of completed motorist surveys, social media mentions, and feedback and stories shared by the traveling public. The importance of these metrics, in demonstrating return on investment (ROI) and ensuring continued sponsor support, cannot be understated. Travelers Marketing actively identifies opportunities to improve program metrics, enhance public awareness, and offer added value opportunities to ODOT and the sponsor throughout the term.

Travelers Marketing’s commitment extends beyond the immediate transition; we are dedicated to maintaining the ODOT FSP sponsorship as a model of partnership excellence. Our approach supports the sponsorship program’s long-term success.

Travelers Marketing fully recognizes that the ODOT FSP is an official state program, operated under the Department’s full authority. Sponsorship is limited exclusively to branding, marketing, and public engagement elements; Travelers Marketing and the sponsor have no influence over the operational procedures, incident management practices, or safety protocols of the patrol. We deeply respect the integrity of the FSP program and understand that public recognition and trust in the patrol’s work are critical to its ongoing success. Accordingly, we yield to ODOT on all operational matters and work to enhance the patrol’s public service mission without interference.

PROMOTIONAL & MEDIA EVENTS

In addition to sponsorship management, Travelers Marketing is committed to maximizing public engagement and awareness of the ODOT FSP program through a robust promotional strategy. We will support the ODOT Freeway Service Patrol program’s visibility and public engagement goals by coordinating and implementing a comprehensive promotional strategy encompassing media

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announcements, digital outreach, social media engagement, community events, and participation in national safety networks. Proactive public communication is critical to maximizing the visibility, credibility, and positive public perception of the FSP and its sponsorship. We have a history of demonstrating our prioritization of these initiatives and will carry this forward into a new agreement with the Department.

At the launch of the program in 2014, Travelers Marketing worked with ODOT to develop a robust media strategy that included a statewide announcement, a cross-state patrol caravan, and coordinated outreach to press outlets. This effort resulted in over 3.3 million media impressions across 64 stories, articles, and broadcasts, raising public awareness of the program’s public service mission. In 2022, a new sponsorship with GEICO was introduced with a press release, generating over 600,000 media impressions with 17 media mentions.

For the new sponsorship term beginning July 1, 2025, Travelers Marketing will work with ODOT and GEICO to coordinate a timely and effective media announcement highlighting GEICO’s continued support for the FSP program. Travelers Marketing proposes drafting a press release capturing the news with quotes from ODOT and GEICO leadership, which can be distributed by ODOT in advance of the busy Independence Day holiday travel period to maximize reach and reinforce awareness of the patrol’s public safety mission. Should opportunities arise to amplify the announcement with additional media outreach or a press event, Travelers Marketing will coordinate closely with ODOT’s communications team and GEICO’s public relations representatives to ensure a consistent and effective public message.

In addition to launch-related media efforts, Travelers Marketing will work with ODOT to develop a calendar of promotional opportunities aligned with key safety-related periods. This includes emphasizing Crash Responder Safety Week each fall, a critical opportunity to highlight the work of the FSP and its role in supporting safe roadway incident response. Other promotional activities will be tied to seasonal travel surges and roadway safety campaigns, offering consistent touchpoints with the traveling public.

Travelers Marketing will continue to enhance the FSP program’s visibility through digital engagement.

The program remains integrated with the sponsor-hosted SafetyPatrolInfo.com website, offering motorists a platform to share feedback about their patrol assist experience. Travelers Marketing will

IMPLEMENTATION/TRANSITION PLAN

Each month, Travelers Marketing provides ODOT with social media posts promoting patrol services and reinforcing safe driving messages.

http://SafetyPatrolInfo.com

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monitor survey submissions, summarize findings, and provide ODOT with regular reporting to inform continuous program improvement.

In coordination with ODOT’s communications team, Travelers Marketing will also support the FSP’s digital outreach through social media content. Travelers Marketing will provide two draft social media posts per month, created in advance of each quarter, allowing ODOT flexibility in posting to coincide with travel safety periods, holiday messaging, or public service announcements.

Beyond digital efforts, Travelers Marketing will work with ODOT to identify opportunities for FSP vehicles to participate in community, educational, and safety events such as parades, local safety days, and “Touch-A-Truck” experiences. At the sponsor’s request, Travelers Marketing will coordinate the logistics and submit all proposed event participation opportunities to ODOT for review and approval, ensuring alignment with the Department’s public outreach goals.

Finally, Travelers Marketing will continue to extend an open invitation to ODOT representatives to participate in its Safety Service Patrol Idea Sharing Network. Originally founded in cooperation with the Federal Highway Administration (FHWA) and supported by the National Operations Center of Excellence (NOCoE), this national forum provides patrol operators, DOT staff, and managers with opportunities to exchange best practices on topics such as incident response, vehicle operations, emerging technologies, and responder safety. Participation is open to all patrol programs, regardless of sponsorship status, and offers a valuable platform for collaboration and continuous program improvement.

Through these combined strategies—press visibility, digital engagement, social media outreach, local event participation, and national networking—Travelers Marketing is committed to ensuring the ODOT FSP program remains highly visible, widely recognized, and deeply appreciated by the traveling public throughout the new sponsorship term. These combined efforts ensure not only successful sponsor recognition, but also strengthen public engagement with the FSP program year after year.

IMPLEMENTATION TIMELINE

The proposed sponsorship elements have already been implemented as of July 2022, and ODOT has incorporated the GEICO logo and sponsorship markings across all sponsorable assets. These include the co-branded FSP patrol vehicles, highway signs, operator uniforms, informational handouts, and the digital survey platform.

As a result, if awarded, the continuation of the sponsorship will proceed seamlessly, with no need for a new sponsor mark design, development, or approval cycle. All sponsor marks have previously been reviewed and approved by ODOT under the current term and are already in active use.

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Travelers Marketing’s proposed timeline is as follows:

■ Upon award notification: Travelers Marketing will reconfirm the continuation of the approved sponsorship elements with ODOT and GEICO, providing a confirmation memorandum if requested.

■ Prior to July 1, 2025: Travelers Marketing will verify with ODOT that all existing sponsor branding remains compliant, current, and in satisfactory condition. We will also work with ODOT to execute a sponsorship agreement for the new term.

■ Throughout the term: If updates, enhancements, or maintenance to sponsorship elements are required during the contract period, Travelers Marketing will submit any revised sponsor marks or materials to ODOT for review and approval in advance of implementation.

Given that all sponsorship program elements are already in place and approved, there will be no interruptions to the ODOT FSP service during the transition to the new term beginning July 1, 2025.

A detailed project Work Plan with specifics tasks and deliverable timelines is provided on the following page.

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TASK/SERVICE DESCRIPTION APPROACH AND METHODOLOGY DELIVERABLES TIMELINE STAFF

CONTRACTING

Contract with

ODOT

Travelers Marketing will negotiate the FSP Sponsorship agreement with ODOT.

Travelers Marketing will work with ODOT and the sponsor to finalize and execute a contact for FSP Sponsorship within 10 days of RFP award.

Executed Agreement with

ODOT

10 Days-Post RFP Award

BILLING AND COLLECTION OF REVENUE

Invoice the Sponsor

Travelers Marketing will set-up a regular invoicing cycle to bill the sponsor for FSP Sponsorship.

Once the sponsorship contract is verified and countersigned, Travelers Marketing completes a job report and creates a work order. The job is entered into the billing system and an invoice is generated (according to the payment plan outlined in the agreement) and sent to the sponsor by the Accounting Department.

Sponsor Invoice

Within 30 Days of Commencement of the Contract and Quarterly thereafter

■ Director of Finance

Payment to

ODOT

Travelers Marketing will pay ODOT for the FSP Sponsorship.

Travelers Marketing will submit the payment to ODOT in accordance with the terms agreed to under the contract.

Sponsorship Fee Payment

Prior to the Start of the New Term (July 1, 2025) and Quarterly thereafter

■ Director of Finance

Proposed Project Work Plan Travelers Marketing proposes the following work plan, which includes our approach and methodology, tasks and services to be performed, deliverables, timelines, and staffing. The work begins once contracts are executed with both ODOT and the sponsor.

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TASK/SERVICE DESCRIPTION APPROACH AND METHODOLOGY DELIVERABLES TIMELINE STAFF

Design Handouts Travelers Marketing will coordinate the design of program handouts.

The FSP program handouts explain the nature and purpose of the program and direct motorists to provide feedback online via an ODOT-customized digital survey hosted at www.SafetyPatrolinfo.com. The handouts also promote a nationally recognized hashtag (currently #GEICOSafetyPatrol) for motorists to use when sharing their experience with the ODOT FSP program on social media. Travelers Marketing will present design proofs of co-branded collateral materials to ODOT for approval prior to printing.

PDF of Handout Design

2-4 Weeks Post Contract Execution (or when new inventory is required)

■ Sr. Director, Marketing Operations

■ Marketing & Sales Operations Specialist

Produce and Deliver Handouts

Travelers Marketing will coordinate the production and delivery of program handouts.

Travelers Marketing will produce and ship co-branded handouts to a ODOT- or Autobase-specified location(s), Upon receipt, Autobase will task FSP operators to distribute a handout to every motorist who receives assistance from the FSP program (safety permitting).

Printed Handouts 4-6 Weeks Post Design Approval

■ Sr. Director, Marketing Operations

■ Marketing & Sales Operations Specialist

Manage the Digital Survey

Travelers Marketing will provide ongoing management of digital survey hosted at SafetyPatrolinfo.com.

Travelers Marketing will receive real-time notifications as surveys are completed and submitted. Travelers Marketing will monitor the surveys on a daily basis and alert ODOT to any negative or questionable survey responses for review and response by ODOT in advance of the weekly report email digest. Any surveys that are considered negative or questionable will not be published on the website and will only be shared with ODOT.

Email(s) Alerting ODOT to Flagged Surveys

Ongoing

■ Sr. Director, Marketing Operations

■ Marketing & Sales Operations Specialist

■ Marketing & Sales Administrator

Promote a Social Hashtag

Travelers Marketing will incorporate a social hashtag (#GEICOSafetyPatrol) in all program collateral.

Travelers Marketing and GEICO will continuously promote the sponsored patrol to the driving public through social media platforms and use of social hashtags (i.e. #GEICOSafetyPatrol). ODOT is encouraged to promote FSP services and sponsorship via its social channels and to incorporate #GEICOSafetyPatrol when doing so.

Inclusion in the Handout

Incorporated with Handout Design

■ Sr. Director, Marketing Operations

■ Marketing & Sales Operations Specialist

■ Marketing & Sales Administrator http://www.SafetyPatrolinfo.com

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TASK/SERVICE DESCRIPTION APPROACH AND METHODOLOGY DELIVERABLES TIMELINE STAFF

Incorporate Sponsor on ODOT Webpage

Travelers Marketing will coordinate with ODOT to add or otherwise update sponsor recognition to the ODOT webpage.

Travelers Marketing will propose sponsor recognition treatments on the ODOT FSP webpage. Current sponsor recognition includes sponsorship program information, a link to the motorist feedback website, and a photo of an FSP co-branded vehicle. Travelers Marketing expects to maintain the existing sponsor recognition. ODOT will be responsible for the implementation of any agreed upon updates to the current webpage treatment.

Co-Branded ODOT Webpage

Immediately (Assuming no changes to current agreement)

■ Sr. Director, Marketing Operations

■ Marketing & Sales Operations Specialist

SPONSORSHIP MANAGEMENT

Maintain Regular Communications

Travelers Marketing will regularly communicate with ODOT and the sponsor regarding the FSP Sponsorship.

Travelers Marketing will host conference calls and participate in meetings with both ODOT and the sponsor. We expect to connect with both parties on a monthly basis as needed. We are also available for virtual or onsite meetings at ODOT’s request. Travelers Marketing will track meetings and circulate notes detailing next steps, as needed.

Meeting Notes Ongoing

Marketing Operations

■ Marketing & Sales Operations Specialist

Coordinate Periodic Press Releases

Travelers Marketing will work with ODOT to identify opportunities to promote the FSP Sponsorship throughout the contract term.

Travelers Marketing will work with ODOT to issue periodic travel and other safety-related press releases and/ or social media posts promoting the sponsored patrol and featuring patrol related images and/or mention of the sponsor. Periodically, Travelers Marketing will propose press release and social media topics and drafts for ODOT’s consideration.

Draft Press Releases and Social Media Posts

Ongoing

■ Sr. Director, Marketing Operations

■ Marketing & Sales Operations Specialist

■ Marketing & Sales Administrator

Coordinate Event Participation

Travelers Marketing will work with ODOT to coordinate FSP program presence at community events.

Sponsored patrols have been featured at a variety of events, including international auto shows, Major League Baseball (MLB) games, Rest Area “Safety Breaks” and teen driver safety-focused events. The expenses associated with these events, including fuel and operator wages, will be covered by the sponsor whenever it requests vehicle involvement at an event. For these sponsor-initiated events, Travelers Marketing will submit a completed Vehicle Event Request Form, including relevant event details, to ODOT for review and approval.

Vehicle Request Form; Payment;

Photos and Report on Event

As Requested

■ Sr. Director, Marketing Operations

■ Marketing & Sales Operations Specialist

■ Marketing & Sales Administrator

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TASK/SERVICE DESCRIPTION APPROACH AND METHODOLOGY DELIVERABLES TIMELINE STAFF

Identify New Opportunities

Travelers Marketing will present new ideas and opportunities to activate and promote the FSP Sponsorship to ODOT for consideration throughout the sponsorship term.

Occasionally, the sponsor may provide marketing support and funds for events and promotions. Travelers Marketing will present all proposed sponsor activations prior to implementation for review and approval by ODOT. From time to time Travelers Marketing may also propose additional, mutually beneficial sponsorship program elements to be incorporated into the program for consideration and approval by the parties.

Presentation of New Opportunities Ongoing

Marketing Operations

■ Marketing & Sales Operations Specialist

■ Marketing & Sales Administrator

REPORTING

Produce Digital Survey Reports

Travelers Marketing will regularly report on motorist feedback received via SafetyPatrolinfo.com.

Travelers Marketing will send ODOT weekly emailed reports of completed motorist feedback surveys. The reports will be hosted on a dedicated, secure website and may be downloaded for ease of data sorting and analysis.

Digital and Downloadable Reports

Weekly

■ Sr. Director, Marketing Operations

■ Marketing & Sales Administrator

Request Incident Reports

Travelers Marketing will request incident reports to be provided by ODOT or Autobase monthly.

Travelers Marketing will report to the sponsor on the activities of FSP program. Travelers Marketing will request incident reports from ODOT on a monthly basis for presentation to the sponsor.

Incident Reports (Produced by

ODOT)

Monthly

■ Sr. Director, Marketing Operations

■ Marketing & Sales Administrator

Produce Annual Reports

Travelers Marketing will produce an annual report for ODOT.

Travelers Marketing will submit an annual report to ODOT no later than sixty (60) days after the end of each contract year. The Annual Report will consist of a summary of monthly gross income, credits, and net income (adjustments and corrections noted and explained for all items).

Annual Report Annual ■ Director of Finance

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PRIOR SPONSORSHIP MARKETING EXPERIENCE

Travelers Marketing meets and exceeds the minimum requirement of five years of sponsorship marketing experience, bringing 27 years of specialized expertise in developing, selling, implementing, and managing transportation-related sponsorship programs for state agencies nationwide.

Since our founding in 1998, Travelers Marketing has focused exclusively on connecting corporate marketing with transportation networks to create sponsorship programs that generate non-tax, non-toll revenue for states, while engaging the traveling public and promoting roadway safety. We offer one of the industry’s most successful and sustainable sponsorship models, with programs including FSP Sponsorship, Rest Area Safe Phone Zone Sponsorships, Sponsor-A-Highway, Logo Signs, and Truck Parking Availability System Sponsorships.

Travelers Marketing pioneered the concept of FSP Sponsorship over 20 years ago in partnership with the Massachusetts Department of Transportation (formerly the Massachusetts Highway Department).

We launched the sponsorship program for the MassDOT Highway Assistance Program in 2003, and continue to manage the expanded program today, including its Incident Response Vehicles and the MassDOT Turnpike Division’s Emergency Service Patrol. From this foundation, we expanded FSP Sponsorships to 23 additional states, demonstrating our ability to scale programs across diverse transportation networks while maintaining consistency, compliance, and public trust.

Travelers Marketing has provided sponsorship management services for the ODOT FSP program since 2014. Through careful management and collaboration with ODOT and its patrol operator, we successfully introduced the state’s first FSP sponsorship, facilitated a smooth transition between sponsors when necessary, and delivered continuous annual sponsorship revenue. Over the past 11 years, Travelers Marketing has generated $9.49 million in revenue for ODOT through the FSP sponsorship, supporting program expansion, public relations initiatives, safety innovations, and the operational costs of the patrol.

Travelers Marketing’s leadership in the industry is recognized nationally. Our FSP Sponsorship model has been recommended and cited by the Federal Highway Administration (FHWA), the U.S.

Government Accountability Office (GAO), the National Governors Association, and the National Roadway Safety Foundation. In addition, we created SafeHighways.org and the Safety Service Patrol (SSP) Idea Sharing Network, fostering the exchange of best practices among patrol programs across the country and demonstrating our investment in, and commitment to, supporting the advancement of the FSP industry beyond sponsorship programs.

Our approach to sponsorship management emphasizes consistent communication, meticulous oversight, and active engagement with both DOT partners and sponsors. We work closely with program managers to ensure sponsorship program elements are properly maintained, assist in public outreach efforts, monitor performance metrics, and promptly address any sponsorship-related opportunities or concerns.

Travelers Marketing’s systematic, professional management approach has resulted in long-term client satisfaction, successful contract renewals, and sustained sponsor commitments across multiple states and programs.

R F P F O R O D OT F S P S P O N S O R S H I P | PAG E 1 4

The strength of the Travelers Marketing team is not only reflected in our company’s experience, but also in the tenure of the individuals who have worked with ODOT since the program’s inception. Managing Partner Brian Lee, Senior Director of Marketing Rita Gallagher (the project manager and primary contact), and Senior Vice President of Operations – Marketing and Client Success Elizabeth Hemenway have each provided direct support to the ODOT FSP Sponsorship since the program’s launch in 2014.

Their longstanding involvement ensures continuity, deep familiarity with the program’s operational and communication needs, and a seamless working relationship with ODOT’s team.

With over two decades of experience managing high-profile transportation sponsorship programs, including more than a decade of proven success managing the ODOT FSP Sponsorship, Travelers Marketing offers unmatched qualifications, deep industry knowledge, and a demonstrated commitment to supporting the long-term success of our public sector partners.

R F P F O R O D OT F S P S P O N S O R S H I P | PAG E 1 5

Travelers Marketing maintains strong financial health and a proven track record of fiscal responsibility, ensuring our ability to successfully fulfill all obligations associated with the ODOT FSP Sponsorship program. As requested, we are providing a financial reference who can speak to our organization’s financial strength, stability, credit history, and overall business reputation.

MICHAEL J. TETRAULT, CPA

Principal Wolf & Company, P.C.

255 State Street, Boston, MA 02109

(617) 428-5402 mtetrault@wolfandco.com www.wolfandco.com

FINANCIAL CAPACITY

mailto:mtetrault%40wolfandco.com?subject= http://www.wolfandco.com

R F P F O R O D OT F S P S P O N S O R S H I P | PAG E 1 6

Travelers Marketing, on behalf of our sponsor, GEICO, proposes an annual sponsorship payment of $850,000 to the Ohio Department of Transportation (ODOT) for a one-year term beginning July 1, 2025, and ending June 30, 2026.

This annual payment remains consistent with the current sponsorship structure, reflecting the continued delivery of stable program value. The ODOT FSP sponsorship program maintains its established scope and visibility, including up to 32 co-branded patrol vehicles, recognition on a minimum of 150 highway informational signs, branded operator uniforms, distributed motorist handouts, a digital survey platform, and ongoing social media engagement.

The number of vehicle placements, the geographic coverage area, the volume of annual assists, and the program’s public impressions have remained consistent over the past term, ensuring that the sponsor’s reach and the program’s impact continue at a high and reliable level.

In addition to the annual payment to ODOT, the sponsor also covers costs associated with ongoing program management, support and engagement. This includes the management and operation of the digital survey website (www.SafetyPatrolinfo.com), the production and distribution of an annual supply of co-branded motorist handouts, and the provision of sponsor-branded giveaway items—such as ponchos, emergency blankets, and Gecko plushies—for distribution to assisted motorists, as supplies are available.

Travelers Marketing will remit the annual payment to ODOT on a quarterly basis, and guarantees this payment for the one-year term. This structure ensures uninterrupted financial support for the FSP program while maintaining consistent visibility and value for both ODOT and the sponsor.

FEE PROPOSAL

mailto:www.SafetyPatrolInfo.com?subject=

R F P F O R O D OT F S P S P O N S O R S H I P | PAG E 1 7

Travelers Marketing has not been involved in any legal actions within the past three (3) years that fall within the categories outlined in the RFP. Specifically:

default.

■ Travelers Marketing has not been barred from participating in any federal, state, or local contracts.

■ Travelers Marketing has not been a respondent in any administrative action for deficient performance on a project.

company.

Travelers Marketing remains in good standing with all clients, government entities, and business partners and maintains a strong reputation for reliable contract performance.

LEGAL ACTIONS

R F P F O R O D OT F S P S P O N S O R S H I P | PAG E 1 8

Travelers Marketing takes no exceptions or deviations from the terms, conditions, or contractual documents included in this RFP.

We have reviewed the RFP and the sample agreement provided by the Ohio Department of Transportation and confirm that we are prepared to meet all stated requirements. Travelers Marketing stands ready to execute an agreement with the Department to ensure a seamless transition to the new term without delay.

EXCEPTIONS/DEVIATIONS