1. How to Expand to New Market Segments Pre-Recorded Conference Call
Link:
Facilitator
Jeanine McCreary, Project Coordinator
Presentation Copy Available:

2. Table of Contents About PennDOT Market Summary Product Definition
Competition
Positioning
Communication
Packaging and Fulfillment
Launch Strategies
Public Relations
Advertising
Other Promotions
Localization Issues
Success Metrics
Schedule

3. About PennDOT
The Pennsylvania Department of Transportation (PennDOT) is the custodian of over:
40,000 miles of Highways
25,000 Bridges
1,500 Buildings
25,000 Pieces of Equipment
PennDOT is organized into a Central Office System:
Eleven (11) Engineering Districts
54 Separate Maintenance Units
To obtain a booklet on information necessary to pursue contracting and purchasing with PennDOT, please go to this website:

4. Market Summary Market Awareness: Past, Present, and Future 11/25/2019
Review changes in:
What % of your current Market do you dominate _____%
Are you among the market leaders Y__ N__ if not who________
What market shifts have you witnessed during the last 6-months and 1-year ____________________________________________________________
Has your costs and pricing models changed during the last 6-months and 1-year, Y__N__ and if so why_____________________________________
Have new competitors moved into your market during the last 6-months and 1-year, Y__ N__ and if so who___________________________________
Have you noticed changes in your Target Market or is the demand for your product coming from new market entrants?
____________________________________________________________
What keeps you up at night?

5. Product Definition Describe the Product or Service being marketed
11/25/2019
Product Definition
Describe the Product or Service being marketed
___________________________________
What are your Niche services
______________ ________________________
_______________________________________
What are the 5w’s of your product?
Who: ________________ What: __________________
When: _______________ Where: _________________
Why: ________________

6. Competition The Competitive Landscape 11/25/2019
What are your competitors products and their strengths and weaknesses? Yes, you need to know what they are.
_____________________ ____________________
Position each competitor’s product against your current Products and Niche Products and Services.
____________________ ___________________
_____________________ ___________________

7. Positioning Positioning of Product or Service Consumer promise
11/25/2019
Positioning
Positioning of Product or Service
What statement best defines your products in this current market versus your competition over time?
_______________________________________
Consumer promise
Statement summarizing the benefit of the Product or Service to the consumer.

8. Communication Strategies
11/25/2019
Communication Strategies
Messaging by Audience
What are three (3) characteristics of your target audience? ___________ __________ _________
What does your audience require of you?
_______________________________________
Target Consumer Demographics
What is the key demographic?
Women__ Men__ White__ Black__ Asian__ Elderly__ Millennial__ Contractors__ Consultants__ Government__
Business demographic
PennDOT__ DelDOT__ PECO__ Turnpike Commission __
Certifications
DBE__ WBE__ MBE__ SBE__ DGS__

9. Packaging and Fulfillment
11/25/2019
Packaging and Fulfillment
Product Packaging
Discuss Pricing, Look, and Strategy
What drives the pricing of your products in this current market____________________________
What are the drivers of your products packaging i.e. look ______________________________________________
What is your strategy for positioning your product in the current market___________________________________________
Cost of Goods
Summarize where you are losing money in producing your product and services
_____________________________________________

10. Launch Strategies Launch Plan 11/25/2019
If product is being announced or re-introduced
_______________________________________
Promotion budget
_____________________ ____________________
Supply backup material with detailed budget information for review.

11. Public Relations Strategy and Execution 11/25/2019 PR strategies
_______________________________________
PR plan highlights
Have backup PR plan including editorial calendars, speaking engagements, conference schedules, etc.

12. Advertising Strategy and Execution 11/25/2019
Overview of strategy (how do you plan to do it)
_______________________________________
Overview of media, social media and timing
Overview of ad spending

13. Other Promotion Direct Marketing Third-party Marketing 11/25/2019
Overview of Marketing Vehicles: Capability Statement, U.S. Mail and Timing cycle; Immediate, 30-Day, 60-Day and 90-Day
Third-party Marketing
Co-marketing arrangements with other companies
_____________________ ____________________

14. Localization Issues Localization Distribution Issues 11/25/2019
Highlight requirements to market product locally
How are products marketed in the 11-PennDOT Districts?
_______________________________________
How are products marketed in your PennDOT District?
_____________________________________________
How will you create relationships in the 11-PennDOT Districts to improve workflow and distribution strategies?
________________________________________

15. Success Metrics First year goals Additional year goals
11/25/2019
Success Metrics
First year goals
Develop Task and Responsibility list built around the principles of S.M.A.R.T. Goal Setting.
Additional year goals
Develop Task and Responsibility list built around the principles of S.M.A.R.T. Goal Setting
Measures of success/failure
Ensure that Task and Responsibility are measured fairly when assessing goal achievement
Requirements for success
Outline three (3) goals that will be clear indications of success
______________ ________________ ______________

16. Schedule 18-month schedule highlights 11/25/2019
Isolate timing dependencies critical to success
_____________________ ____________________

17. Mark Corbin, Director Disadvantaged Business Enterprise Supportive Services Center
Telephone: 877-PENNDBE /
Jeanine McCreary, Regional Coordinator Disadvantaged Business Enterprise Supportive Services Center
Telephone: 877-PENNDBE /
Dominique Smiley, Project Assistant Disadvantaged Business Enterprise Supportive Services Center
Telephone: 877-PENNDBE /