Download
1 / 16
160 likes | 245 Views
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 .
E N D
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 • 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
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.
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 Plan Implement Evaluate Analyze
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
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
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
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
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
