Highways for LIFESteps in the Marketing Plan Development

Process

1. Create of a very basic plan as a “straw man”

2. Send “straw man” plan to team as homework

3. Bring team together for two- or three-day retreat

4. Have team work through the process to make the plan their own

Note: FHWA is developing a guidebook for this approach.

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

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

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

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

Planning is only one component of marketing

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 audienceWhat 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.

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?

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?

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

Marketing Plans at the State Level:Roundabouts for Louisiana

Louisiana Roundabout Marketing Plan

Analyze Plan Implement Evaluate

Marketing Plans at the State Level:Roundabouts 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

Marketing Plans at the State Level:Roundabouts 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

Marketing Plans at the State Level:Roundabouts 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

Marketing Plans at the State Level:Roundabouts for Louisiana

Louisiana Roundabout Marketing Plan

• EvaluateCourse and session evaluations

Number of roundabouts in design

Number of roundabouts in construction

3 year before and after crash analysis

Cost/Benefit analysis

Marketing Plans at the State Level:Roundabouts for Louisiana

Louisiana Roundabout Marketing Plan

• Re-analyzeAction Plan modified based on marketing performance factors

Analyze Plan Implement Evaluate