Highways for life
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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

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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


Highways for life

Planning is only one component of marketing


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.


Highways for life

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?


Highways for life

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?


Highways for life

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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