Massachusetts Program Launch

Cleaner Air. Safer Roads

Challenge

Parsons is one of the world's largest engineering and construction organizations, providing technical and management solutions to federal, regional local government agencies and private industries worldwide. Parsons came to us with the task of developing a brand for the newly-formed Massachusetts Vehicle Check Program, on behalf of the Commonwealth of Massachusetts. Our challenge was to provide communications information to Massachusetts motorists and inspectors at over 1,600 stations, to help educate and inform them of the State's new auto emissions and safety inspection requirements.

Response

Hosted communications focus groups with the Massachusetts Registry of Motor Vehicles (RMV) and the Massachusetts Department of Environmental Protection (DEP)
Created a bold and succinct new brand message and identity, including a new logo and "Cleaner Air. Safer roads" tagline
Designed a new MassVehicleCheck.com website with interactive features, to act as the main source of updated and pertinent information for motorists and inspectors
Developed original communications materials such as station signage, brochures and newsletters
Spearheaded a media campaign to inform the public of the various improvements made to the Emissions and Safety Test

Result

Spotlight Communications was able to successfully roll-out the Massachusetts Vehicle Check Program to target inspectors, motorists, and the media. Our newly introduced communications tools help to guide these audiences through the latest program requirements more efficiently and with increased clarity. Each day the Massachusetts Vehicle Check Program aids thousands of Massachusetts residents and inspectors, placing increased information- website downloads, collateral material, and Help Desk information right at their fingertips. Our new program messaging also plays an important role in urging all Massachusetts motorists and inspectors to do their part to help keep our air clean and roads safe.