# Presentation: 258647

## Highways for LIFE

**Steps in the Marketing Plan Development Process**
**Create of a very basic plan as a “straw man”**
**Send “straw man” plan to team as homework**
**Bring team together for two- or three-day retreat**
**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 (http://safety.fhwa.dot.gov/rsa)

- 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.

**Notes:**
Effective marketing planning is one of the most critical activities you can do to ensure success. In practical terms, basic marketing includes:

## 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?

**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?

**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

**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**

- Analyze

- Plan

- Implement

- Evaluate

**Notes:**
Focus of marketing plan for this performance measure was developed based mainly on the ability to implement solutions quickly.

## 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**

**Notes:**
Focus of marketing plan for this performance measure was developed based mainly on the ability to implement solutions quickly.

## Marketing Plans at the State Level:Roundabouts for Louisiana

**Louisiana Roundabout Marketing Plan**

** ****Action Plan – First Iteration**

-  **Hold ****Three**** 2 1⁄2 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**

**Notes:**
Focus of marketing plan for this performance measure was developed based mainly on the ability to implement solutions quickly.

## Marketing Plans at the State Level:Roundabouts for Louisiana

**Louisiana Roundabout Marketing Plan**

** ****Implement**

-  **Hold Three 2 1⁄2 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**

**Notes:**
Focus of marketing plan for this performance measure was developed based mainly on the ability to implement solutions quickly.

## 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**

**Notes:**
Focus of marketing plan for this performance measure was developed based mainly on the ability to implement solutions quickly.

## Marketing Plans at the State Level:Roundabouts for Louisiana

**Louisiana Roundabout Marketing Plan**

** ****Re-analyze**

**Action Plan modified based on marketing performance factors**

- Analyze

- Plan

- Implement

- Evaluate

**Notes:**
Focus of marketing plan for this performance measure was developed based mainly on the ability to implement solutions quickly.