To ensure that we speak with one voice, AASHTO has developed an earned media campaign. It was developed: * To be personal, * Adaptable, * And evoke a sense of community. It asks a familiar question: Are We There Yet? And offers a response: “We Can Be” -- if we invest wisely Call to action: Let’s “get moving” to make it happen. 1

AASHTO’s Goal: Secure a well-funded federal authorization bill Build public confidence in transportation programs Use the “grasstops” influencers at the local, state, and national levels to deliver our message John said it best: Our goal: Get a well-funded authorization bill. On the way there we want to: Restore public confidence in the ability of states and the federal government to deliver programs that meet the nation’s needs; and Promote public awareness and support for transportation among key thought leaders and decision makers. -- these are the key influencers whose support we need to make this happen 2

Campaign Successes To Date America’s Transportation Awards competition Earned Media Reports Web-based Activities Video Strategy Targeted Communications to Congress and the Administration Are We There Yet? Messaging Outreach The campaign provides several tools to support our messages: Efforts such as America’s Transportation Awards to underscore the important and significant work being done by states, again stressing “on-time, on-budget and using innovative management.” 50 projects, 33 states entered for 2009; last year People’s Choice Awards – 55,000 on-line votes Reports detailing the critical challenges facing states, such as aging infrastructure, poor pavement, and lack of investment; Bridging the Gap: 48,000 downloads; Rough Roads: 28,000 downloads; A variety of web-based activities that include AASHTO’s own Transportation TV, and others that invite public comment as well as report on issues such as the economic recovery Targeted communications to Congress and the Administration….specifically delivering AASHTO’s information directly to their personal email in-boxes. All these issues augment the ongoing work being done by AASHTO’s policy staff to work with key committees and Congressional representatives.

You Are the Most Credible -- Important to Use the Right Message Research shows that CEOs are the most trusted on transportation issues The backbone of our messaging is clear: States must show they are accountable They must show specific impact They must repeat “On time” and “On budget” as often as we can! Research shows You are the most credible but it is important to use the right message. BUT states must show they are accountable, their projects have specific impacts on their communities and they must be on time and on budget. 4

Accountability Is Critical Infrastructure spending: what is most important to you? Accountability for projects – Making sure they are on time and on budget 31% Transparency – The ability for citizens to see exactly where the money is being spent 24% Measurable results are achieved 16% Citizens have input into the process 13% Oversight to ensure impartiality and fairness when awarding contracts 8% Involvement of experts such as engineers and professional planners 7% We wanted to know the “right words” to use for the campaign and hired the firm of Luntz Maslansky Strategic Research who conducted surveys and focus groups on the public’s views on transportation. The data was collected in late fall/early winter but the conclusions are consistent with recent information as well. Here are some of their findings: they asked the question: In talking about infrastructure spending, what is most important to you?

Most Important Infrastructure Priority… ECONOMICALLY SOUND 42% SAFE 39% EFFICIENT 37% ENVIRONMENTALLY RESPONSIBLE 33% AFFORDABLE 18% BEST IN THE WORLD 15% MODERN 6% OFFERS MORE CHOICES 7% CONVENIENT 4% Again, Luntz research – asked what should be our more important priority in directing investments to transportation. We used this information to craft the messages for the campaign.

Messaging What works: “Smart Solutions” “Invest wisely” “Involve the community in decision-making” What doesn’t: History – it’s our tradition Do the right thing…. Climate change references References to China and India beating us Large dollar amounts And the words we use are important as well. Words such as: Smart Solutions Invest wisely Involve the community in decision-making WHAT DOESN’T WORK: History – it’s our tradition Do the right thing…. Climate change references References to China and India beating us Large dollar amounts

The Right Words Make them: Paint a picture Be specific about why Personal Local Give them context Paint a picture Be specific about why they are important In talking about transportation, we must: Articulate an explicit plan of action – not offer vague platitudes Personalize the message – my street, my company’s trucks, my driving Localize the benefits -- use common sense comparisons – roads have a lifespan, just like your cars Use facts sparingly -- and when you do, personalize them or provide a context people can see or visualize Don’t assume that people will simply know why your transportation projects are important – you frame the message and tell them, and tell them, and tell them…. Repetition is the key. So it is critical that you pepper your speeches with these words, include them in your media releases, say them in interviews. Not just: “These transportation projects will make our community better”: Instead: Be specific about why they are important – “they decrease congestion and improve your community’s quality of life” or “they improve safety”

= It’s All About Context 5¢ gas tax increase 1 cup 7-11 coffee a week During the focus groups, we asked about an increase in the gas tax…. At first, the five cent increase was a non-starter….but once we changed the context to: It’s about the same price as one cup of 7-11 coffee once a week – people nodded their head and said they would go for that….This was especially true when they were assured that the money would go for local road, bridge or transit improvements. Use these concepts and words in your speeches, your websites, your news releases – Again, repetition is key! In all AASHTO’s campaign materials

Campaign website: Here is a screen shot of the Are We There Yet site. Designed to be a “one-stop shop” for critical information on transportation – background information, AASHTO’s authorization policies, and “What’s new” We urge people to “Take Action” including building and joining coalitions. We need to link from our state websites to this one. 10

Video Strategy AASHTO’s Video Strategy: People now spend 14 hours a week on- line and 14 hours a week watching TV YouTube is the 7th most visited site on the Internet. 19% of viewers are under 18; 19% are over 55; with the 35 to 44 age group – making up the largest percentage at 22%. After the November elections, YouTube is now the world’s largest town hall for political discussions. AASHTO created its YouTube channel last year. – Many state DOTs also have them. Ranked in the top 50 nonprofit channels www.youtube.com/transportation TV

Transportation TV is another way to deliver transportation news – unfiltered– to the public and to Congress View from the Hill —Guests such as Rep. Jim Oberstar and Sen Ron Wyden have been guests Transportation TV News Update -- Here’s Butch Brown testifying before Congress. Video-State to State--- where your state videos can be highlighted 55,000 views for both the TV and YouTube channels.

Using Social Media – It’s A Changing World Out There! Twitter – 80% Blogging – 32% Facebook – 58% Web-based video – 68% Podcasts – 37% RSS Feeds – 42% Another area for communication is this whole “social media” phenomena. You might think that none of this relates to what you do in the transportation world – well, it is a changing world! The young people who work as legislative aides in congressional offices are an important way to get to their Members of congress. They write the floor speeches, the committee questions, the news releases. And they look at blogs, use Twitter (even some members of Congress such as John McCain and the senator from SC), and keep up Facebook for their bosses. DOT communication professionals are moving with the times. Yes, they (and we) still rely on traditional media – the print, radio and television news reporters and editors. But in a recent survey of the states we are seeking more and more reliance on New Media. This really will be the way to communicate – unfiltered and with your message. Of course – it must be part of an overall strategy and you need to know your target audience to make the best use of your time and resources. Of the 20 states who responded, almost 80 percent said they used Twitter – to relay traffic information, road closings and weather-related traffic issues. 32% blog – mostly press releases 58% use Facebook to reach a younger audience 68% use YouTube – again, to reach a younger audience – young drivers, safety messages, seat belt and anti-alcohol messages 37% offer podcasts 42% use RSS feeds (Real Simple Syndication)

What’s Next? Build on current tools Capitalize on speaking events Additional reports on key issues 2009 America’s Transportation Award competition Special projects such as National Town Hall meeting Economic Stimulus reports and events Expanded outreach and coalitions Continue Current tools: Release of Capacity and Sustainability reports expected in next few months; Rail Bottom line; Marketing Transportation E-news once a month; on-line competitions for the best Road Trip Story; and the second round of the America’s Transportation Awards. Capitalize on current speaking events and finding new ones to publicize the Are We There Yet theme; Work with a coalition of communications professionals to share earned-media activities and other information; Expand Transportation TV opportunities to connect with more Members of Congress and their constituents; AND To feature other organizations who are key to the authorization legislation; Work with states in partnership with the FHWA and U.S. DOT to assist in national project tours for Congress and Administration officials; and Seek industry partners to assist in special projects such as a National Town Meeting on Transportation, college video competition on transportation, awards promotion and other events. 14

Continue Your Outreach to Congress and Administration Operation Congressional Recess activities – Project Labor Day Many states are holding economic recovery project tours, groundbreakings Localize national reports and send your state information to the Hill Congressional recesses are critical for getting our messages to Members of Congress This year we have: Authorization And the successes around Economic Stimulus We need to keep the pressure on. Project Labor Day – celebrate transportation workforce Tours, groundbreakings and media events are all ways to get out the message – A bus tour of economic recovery sites or poor bridges, not only for media, but for key business supporters, educators or other influencers in your communities. Make sure you are part of the national story and contribute your great projects.

Customizing the Campaign to Suit Your Goals This safety message could be customized with your core campaign, using your photos but incorporating the Are We There Yet? logo and AASHTO’s authorization safety message. All these tools can all be customized. Here’s the latest video developed by AASHTO on authorization – for us to use at town meetings, public hearings and other activities such as sharing with your state legislators, business or community groups. ASK THAT VIDEO BE SHOWN NOW - FOLLOWING THE VIDEO, GO TO FINAL SLIDE.

How You Can Use the Campaign This is YOUR campaign Use it to customize YOUR key issues Deliver it to YOUR key thought leaders CALL TO ACTION: AASHTO has provided the tools and the messages, but you as transportation professionals play a critical role in getting to the right people in our states. Again, Your involvement will determine our success. Thanks! 17