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

2. 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 Pennsylvania Project Overview

3. Strategy Development
Massey Powell - February Pennsylvania Project Overview

4. 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 Pennsylvania Project Overview

5. Positioning
Massey Powell - February Pennsylvania Project Overview

6. 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 Pennsylvania Project Overview

7. Issue Environment

8. 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 Pennsylvania Project Overview

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

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

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

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

13. Assess Politics
Massey Powell - February Pennsylvania Project Overview

14. 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

15. 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.

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

17. Core Image Identification

18. 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.

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

20. Organize Information
Massey Powell - February Pennsylvania Project Overview

21. 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

22. 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 Pennsylvania Project Overview

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

24. Make Metrics Widely Available
Massey Powell - February Pennsylvania Project Overview

25. Recruit Broad Based Support
Massey Powell - February Pennsylvania Project Overview

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

27. Seize Every Opportunity
Massey Powell - February Pennsylvania Project Overview

28. 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.
Lessons Learned
Massey Powell - February Pennsylvania Project Overview

29. Contact Us Dennis M. Powell Founder/President dpowell@masseypowell.com
Contact Us
Massey Powell - February Pennsylvania Project Overview