1. 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

2. 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

3. 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 in-boxes.
All these issues augment the ongoing work being done by AASHTO’s policy staff to work with key committees and Congressional representatives.

4. 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

5. 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?

6. 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.

7. 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

8. 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”

9. = 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

10. 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

11. 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 TV

12. 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.

13. 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)

14. 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

15. 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.

16. 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.

17. 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