Highways for LIFE

1
Highways for LIFE

• Steps in the Marketing Plan Development Process
• Create of a very basic plan as a straw man
• Send straw man plan to team as homework
• Bring team together for two- or three-day retreat
• Have team work through the process to make the
  plan their own

Note FHWA is developing a guidebook for this
approach.
2
RSA Marketing Plan Overview

• Executive Summary/Introduction
• Corporate Philosophy
• RSA Mission Goals
• Product Analysis Benefits/Costs
• Situation Analysis, Trends, Demographics
• Challenges
• Marketing Strategy
• Financials Controls
• Implementation and Organization

3
Ongoing RSA Outreach Activities

• Identified in RSA Marketing Plan
• RSA Implementation Team
• RSA Video
• RSA Identity Package (logo, colors)
• RSA Presentations
• Free Training
• Articles, News Items Reprints
• Roads and Bridges, APWA,Public Roads, Focus, and
  Safety Compass

4
Ongoing RSA Outreach Activities (cont.)

• RSA Peer-to-Peer Brochure Business Cards
• Customizing materials for customers (Arizona
  specific brochure)
• Co-sponsoring conferences/provide
  speakers/training
• (Mid-Atlantic Rural Roads Forum, APWA, AASHTO RSA
  Peer Exchange, Low Volume Roads, ITE, Urban
  Streets)
• RSA Website Updates

5
RSA Website Materials (http//safety.fhwa.dot.gov/
rsa)

• Multiple new materials posted
• RSA Guidelines, Prompt Lists
• RSA Peer-to-Peer Brochure
• Recent Articles
• Legal Information
• Benefits Information
• Training Information
• New Link from Safety Home Page

6
Planning is only one component of marketing
7
Elements of a Marketing Plan

• Define and understand each audience you want to
  reach
• Define the "offer" you want to make
• What it is you want from each audience
• What they can expect in return?
• Communicate the offer to each audience
• Create an opportunity to make the "transaction"
• Deliver! Implement procedures and practices that
  foster positive relationships and build loyalty.

8

• Think about the End Results
• What action should occur?
• What kind of impact?
• How will you measure?
• Understand the Environment
• What are the barriers?
• How do they influence?
• How are they overcome?
• Find the Opportunity
• How big is the issue?
• Will others benefit?
• Partnering opportunities?

9

• Know thy Customers
• Who will benefit?
• What do they know?
• What do they need to know?
• Education level/learning style?
• Involve the Right Players
• Decision makers, influencers, users
• Stakeholder input?
• Panel member/focus group
• Needs, thoughts, perceptions
• Explore the Most Appropriate Tool
• Delivery method/audience?
• One-on-one
• Group
• Direct vs distance learning
• Most effective tool?
• Distribution?

10

• Make Strategic Use of Resources
• Do budgets match need?
• Leverage partner involvement
• Bring in the Experts
• What expertise is needed?
• Technical
• Communications
• Technology transfer
• Define, Define
• Develop detailed scope
• Final product
• Milestones
• Responsibilities
• Budget
• Schedule
• Evaluate and Celebrate
• Monitor progress
• Define performance measures
• Assess project

11
Marketing Plans at the State LevelRoundabouts
for Louisiana
Louisiana Roundabout Marketing Plan

• Analyze

Plan
Implement
Evaluate
12
Marketing Plans at the State LevelRoundabouts
for Louisiana
Louisiana Roundabout Marketing Plan

• Analyze

• Sporadic educational efforts
• Mainly local initiatives w/ little technology
  transfer
• No organized effort at local or state level No
  defined implementation process No performance
  indicators
• State Local officials currently distracted w/
  recovery efforts
• Audience must include
• Elected officials
• State local transportation executives
• Transportation engineers

13
Marketing Plans at the State LevelRoundabouts
for Louisiana
Louisiana Roundabout Marketing Plan

• Action Plan First Iteration

• Hold Three 2 ½ day Roundabout design courses
  (Lafayette, Baton Rouge, New Orleans)
• Conduct Nine Executive Level Overview Sessions on
  the Benefits of Roundabouts (in each metro area)
• Conduct a Roundabout Scanning Tour for
  Executives Engineers
• Start a statewide Roundabout working group for
  design engineers
• Retain on-call expertise for Design Reviews and
  Executive/public outreach

14
Marketing Plans at the State LevelRoundabouts
for Louisiana
Louisiana Roundabout Marketing Plan

• Implement

• Hold Three 2 ½ day Roundabout design courses
  (Lafayette, Baton Rouge, New Orleans) - COMPLETED
• Conduct Nine Executive Level Overview Sessions on
  the Benefits of Roundabouts (in each metro area)
  - COMPLETED
• Conduct a Roundabout Scanning Tour for
  Executives Engineers IN PROCESS
• Start a statewide Roundabout working group for
  design engineers IN PROCESS
• Retain on-call expertise for Design Reviews and
  Executive/public outreach IN PROCESS

15
Marketing Plans at the State LevelRoundabouts
for Louisiana
Louisiana Roundabout Marketing Plan

• Evaluate

• Course and session evaluations
• Number of roundabouts in design
• Number of roundabouts in construction
• 3 year before and after crash analysis
• Cost/Benefit analysis

16
Marketing Plans at the State LevelRoundabouts
for Louisiana
Louisiana Roundabout Marketing Plan

• Re-analyze

• Action Plan modified based on marketing
  performance factors

• Analyze

Plan
Implement
Evaluate