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                Branding and Marketing the SHSP
**Publication Year:** 
            2010
    
        Original publication: SHSP Implementation Process Model, Supplement Number 1 – Case Studies; FHWA-SA-10-025; 2010 (PDF, 1MB)

Key Accomplishments

Fostered increased public awareness and support through SHSP branding.
	Promoted SHSP successes via a marketing plan.SHSPs provide a State’s safety stakeholders with clear and consistent goals, performance measures, and strategies for addressing motor vehicle-related fatalities and injuries. States are using branding and marketing to increase exposure and gain support of their plans among their partners and the public.

States with a strong core goal have been successful in using it as the message to promote their SHSP. Such messages include “Zero Fatalities: A Goals We Can Live With,” “Toward Zero Deaths,” and “Target Zero.” Developing goals like this requires strong support from everyone in the participating agencies’ management structures. Other States have chosen effective yet softer messages such as, “Blueprint to Arrive Alive” or “Blueprint to Safer Roadways” to promote their SHSPs.

Branding focuses the public on the SHSP and its related programs, and not on an agency. This is effective in promoting the safety coalition’s partnership, eliminating any agency’s “baggage” (intraagency or with the public), and mitigating turf issues among coalition members. One State reflected on the advantage of a branded message as, “It doesn’t belong to anybody; it belongs to everybody.”

Branding the SHSP ensures all partners send a consistent message. Logos, messaging, and collateral artwork are often created and distributed to coalition members and provided to safety partners, ensuring unity of appearance Statewide. At least one State (Utah) is implementing an integrated and comprehensive media/marketing plan to further promote their SHSP and zero goal. Media campaigns, billboards, and events heighten awareness and support for SHSP programs through a unified marketing plan. The unified plan is a year-long coordination effort to maximize the media resources available for outreach and allows for a near weekly safety campaign message through varying media outlets. Federal funds are used to support the cost of the marketing plan, and some costs are absorbed by individual agencies through their normal marketing efforts.

Results

Effective branding combined with a comprehensive media/marketing plan has resulted in increased stakeholder and public recognition and support of the State’s SHSP and its implementation strategies.

Contact:
Robert Hull
Director, Traffic and Safety Division
Utah DOT
801-965-4273rhull@utah.gov U.S. DEPARTMENT OF TRANSPORTATION

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