Talking the Talk of Transportation

1. Talking the Talk of Transportation The New Language of Mobility Presented to: National Transportation Public Affairs Workshop Des Moines, IowaAugust 16, 2011 Lloyd BrownDirector of Communications Sherry Conway AppelNational Marketing Manager

2. Your Job Q:What’s the number one responsibility of State Transportation officials?

3. Your Job [ ] To help people go where they want, when they want

4. A Changing Environment • But what are the words that work? • What’s the best way to communicate what state DOTs are doing? • In 2009 the words to use were: - Accountability • Community based • Performance-driven– on-time and on-budget • In 2011, however, it’s a new day!

5. Research Overview • AASHTO and the National Cooperative Highway Research Program research project • Examined successful efforts to raise transportation funding in Los Angeles, Oregon, and Kansas • Using these messages as a base, conducted focus groups in four cities • Orlando, Denver, Charlotte, Washington, DC

6. Two Key Principles: # 1: It’s not what you saythat matters, it’s what your audience hears

7. “It’s bigger than you and me. It’s all about ME.” -Stephen Colbert #2: Decisions are personal

8. Language matters • The same thing can be interpreted very differently depending on how you talk about it How should the government make it easier to build new power plants? Relax government regulations Relax environmental standards

9. Theright languagecan transform how the public looks at policies and actions Which of the following is more important to you personally? “balanced diet” “eating in moderation” More language matters.

10. Here’s what we learned: What do drivers want to hear? [ ] Mobility: it’s the freedom to move whereyou want to, when you want to, and how you want to mobility

11. What else do drivers want? [ ] sustainable Sustainable: we can keep it going for the long-term

12. Maintenance doesn’t sell Maintenance and upkeep…they already pay for these

13. Current state of the system? It’s all due to lack of planning:

14. interactive maps The Plan: they want to be able to click here and get more details, like lists of contractors hired. Route info: being able to click around a map helps them visualize where projects are planned in relation to them. Budget and timing: they want to know what it’s costing, and exactly when construction will begin and end. TBD is not acceptable.

15. Game Changers:It’s All About Showing Benefits • Small, tangible advancements can be game changers • They don’t need big shiny techno-promises • They’re most interested in technology available today • It’s not about bringing roads and highways into 2050, it’s about bringing them into 2011

16. What People Will Pay For • People are willing to pay up to $100 a year for • new technology • that makes our infrastructure smarter • and more efficient. • They’re most interested in • Synching traffic lights • Real time information on congestion, accidents, and road conditions • Interconnected road, bus, and train systems • Clearing stalled cars and accidents faster

17. Technology Triad Q.“If I could promise you synchronized traffic signals, a smarter traffic system, and technology that clears accidents off the roads faster, would you be willing to pay an extra $100 a year for that?” A.“I’ll write you a check right now!” -Orlando Participant

18. How to talk about investment • Build a state and local strategy – not one that appears to come from Washington, DC • Start with a message that centers around something the people in your communities find most important – not what YOU think is most important. • Stress approaches you are taking to ensure accountability and transparency. • Use all communications platforms. • Repeat, repeat, repeat.

19. Who Is the Best Messenger? • The Governor and State DOT should lead the conversation • The control over money and project selection should be as close to the communities using them as possible • They have nofaith in Washington to tax, spend responsibly • But states, municipalities know what they need “Who knows better than the people who use it? And pay for it?” -Charlotte Participant “Local groups are closer to the source. They can be more specific. They can tailor the money to the problem.” -DC Participant

20. What is AASHTO Doing? • Incorporating these concepts in our messages • State DOTs – NC DOT – using benefits to discuss passenger rail improvements • Sharing the research through webinars, publications, website and presentations

21. Platforms to Raise Awareness • Special Reports • Events • Outreach meetings • News releases, media relations • iPhone app

22. AASHTO’s Recess Campaign We need a multi-year transportation bill passed this year that includes: • Flexibility that enables states to get the most value for each dollar • Changes in law so we can deliver projects faster • Financial tools as a supplement to our dollars

23. Putting it All Together • Using and promoting “words that work” – a set of words and phrases that resonate with our target audiences. • Developing tools and resources that member states can use to influence “grass tops” • Connecting and showcasing the benefits of what we do to the consumer (not what we say, it’s what they hear).

24. Messaging Reports • The New Language of Mobility • Strategies and Messages: Three Case Studies of Successful Campaigns to Raise Revenue for Transportation • A New Way to Talk About Transportation • Available at http://bit.ly/TalkingTransportation

25. For more information … • Lloyd D. Brown • (202) 624-5802 lbrown@aashto.org • Sherry Conway Appel • (202) 624-7827 • sappel@aashto.org