Pennsylvania 2013 Path to Success South Carolina Alliance to Fix Our Roads September 22, 2014 Robert E. Latham

Starting Line Last gas tax passed in 1997. $500 million in highway monies flexed to fund mass transit. Act 44 – Failed attempt to toll I-80. Proposals to sell/lease the PA Turnpike. Governor who ran on no-tax pledge. Republican control of both Houses of the legislature with considerable TEA Party influence. Starting Line Massey Powell - February 2014 Pennsylvania Project Overview

Strategy Development Massey Powell - February 2014 Pennsylvania Project Overview

Three Year Strategy Developed a vision Researched public response and messaged to it Managed the effort Developed “the ask” - $$$ needed Focused on “the ask” Created a broad support network Three Year Strategy Massey Powell - February 2014 Pennsylvania Project Overview

Positioning Massey Powell - February 2014 Pennsylvania Project Overview

Issue Positioning What is your vision for transportation? How are you talking about the issue? How are your opponents talking about it? How does the press/bloggers report it? Editorial Boards: Support? What do elected officials say about it? What do public opinion polls reveal? Issue Positioning Massey Powell - February 2014 Pennsylvania Project Overview

Issue Environment

Issue Environment Who supports/opposes you? State budget/spending Key elections Key legislative priorities Coalition’s ability to wage a fight Are you/they able to sustain long-haul? Opponent’s ability to derail the issue? Where is your grassroots support? Can you attract “non-traditional” support? Issue Environment Massey Powell - February 2014 Pennsylvania Project Overview

Recruit Industry Leadership Mike Ryan Jamie Van Buren Rich Wagman Recruit Industry Leadership Dan Hawbaker Massey Powell - February 2014 Pennsylvania Project Overview

Assess Internals Leadership Staffing Funding Public Affairs Communications Technology Assess Internals Massey Powell - February 2014 Pennsylvania Project Overview

Secure Funding APC Educational Trust Fund Highway Education Foundation PHIA TCI-PAC Secure Funding Massey Powell - February 2014 Pennsylvania Project Overview

Build Your Team – Fill Needs Strategy Public Relations Outreach Lobbying Build Your Team – Fill Needs Massey Powell - February 2014 Pennsylvania Project Overview

Assess Politics Massey Powell - February 2014 Pennsylvania Project Overview

Political Leaders View of the issue Overview of the political environment What are the political challenges? State budget/spending Key elections Key legislative priorities precedent over you Who do they need to hear from on this issue? What does a successful political environment look like? Political Leaders FTBA Proposal - March 2014

Build a Comfortable Political Environment Created an initiative to influence legislators to look at alternative sources of revenue to support the Pennsylvania infrastructure. The initiative was created in order to effectively engage the Pennsylvania public to create needed advocacy . Developed a strategic communications approach: Improve public perception at the visceral/emotional level through key findings. Influence public opinion in favor of supporting the state’s infrastructure, through focused and targeted message dissemination strategies. Increase legislative support through public opinion campaigns and efforts mobilizing local public sentiment.

Understand the Public Survey Research Market Research Massey Powell - February 2014 Pennsylvania Project Overview

Core Image Identification

I want safer roads for all of Pennsylvania. Messages to Test I want safer roads for all of Pennsylvania. A 21st Century Pennsylvania Road system means less risk, safer roads, and fewer delays. A 21st Century Road System means… …A better tomorrow. …A better life. …Less congestion. …Fewer repairs. …Safer driving. …Smaller communities thrive/have a chance. …Better connections to the world.

Message Strategy Safe Roads in all seasons for ALL of Pennsylvania For me, For my Family, for my Community Making everyday life more manageable

Organize Information Massey Powell - February 2014 Pennsylvania Project Overview

One Million Dollars Per Day As revenue drops over time, the unmet needs far outweigh current revenue streams to adequately address the cost of construction and maintenance. In 2010, the transportation funding need was estimated at $3.5 billion. The funding gap is expected to grow to $7.2 billion in 2020. One Million Dollars Per Day 21

Determine Your Ask 2010 study commission identified $3.5 billion per year funding gap 2011 Governor’s Commission identified $2.5 billion in funding opportunities Determine Your Ask Massey Powell - February 2014 Pennsylvania Project Overview

Metrics – What Will it Cost Me? Massey Powell - February 2014 Pennsylvania Project Overview

Make Metrics Widely Available Massey Powell - February 2014 Pennsylvania Project Overview

Recruit Broad Based Support Massey Powell - February 2014 Pennsylvania Project Overview

What do you communicate? Massey Powell - February 2014 Pennsylvania Project Overview

Seize Every Opportunity Massey Powell - February 2014 Pennsylvania Project Overview

Lessons Learned State your ask clearly and stick to it. Actively mold the political environment you need to be successful. Develop and use information strategically. Constantly assess new information and its impact on your strategy. Build the biggest tent you can. There is no substitute for active and engaged leadership. Manage resources and expectations carefully. www.pahighwayinfo.org Lessons Learned Massey Powell - February 2014 Pennsylvania Project Overview

Contact Us Dennis M. Powell Founder/President dpowell@masseypowell.com 610-246-3989 Contact Us Massey Powell - February 2014 Pennsylvania Project Overview