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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 .

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highways for life
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.

rsa marketing plan overview
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
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
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
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
elements of a marketing plan
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.
slide8
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?
slide9
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?
slide10
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

Marketing Plans at the State Level:Roundabouts for Louisiana

Louisiana Roundabout Marketing Plan

Plan

Implement

Evaluate

Analyze

marketing plans at the state level roundabouts for louisiana1

Louisiana Roundabout Marketing Plan

Marketing Plans at the State Level:Roundabouts for Louisiana

  • 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 louisiana2

Louisiana Roundabout Marketing Plan

Marketing Plans at the State Level:Roundabouts for Louisiana

  • 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 louisiana3

Louisiana Roundabout Marketing Plan

Marketing Plans at the State Level:Roundabouts for Louisiana

  • 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 louisiana4

Louisiana Roundabout Marketing Plan

Marketing Plans at the State Level:Roundabouts for Louisiana

  • 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
marketing plans at the state level roundabouts for louisiana5

Louisiana Roundabout Marketing Plan

Marketing Plans at the State Level:Roundabouts for Louisiana

  • Re-analyze
  • Action Plan modified based on marketing performance factors

Analyze

Plan

Implement

Evaluate

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