Highways for LIFE Steps in the Marketing Plan Development Process 1.Create of a very basic plan as a “straw man” 2.Send “straw man” plan to team as homework 3.Bring team together for two- or three-day retreat 4.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 ( 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

Planning is only one component of marketing

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 AnalyzePlanImplementEvaluate

Marketing Plans at the State Level: Roundabouts for Louisiana Louisiana Roundabout Marketing Plan 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 Louisiana Louisiana Roundabout Marketing Plan 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 Louisiana Louisiana Roundabout Marketing Plan 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 Louisiana Louisiana Roundabout Marketing Plan 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 Louisiana Louisiana Roundabout Marketing Plan Re-analyze  Action Plan modified based on marketing performance factors AnalyzePlanImplementEvaluate