Market research

• Use market research to determine what the public needs, needs to know, and how to get the information to them.

• Use university students and programs.
• Use surveys to determine which communication tools are most effective for staying in touch with stakeholders.
• Explore existing research/publications/literature.
• Hire a market research company, if necessary.
• Obstacles: Public overload and competing messages.

Stakeholder identification

• Refer to the comprehensive list of stakeholders on pages three and four of the workshop manual.
• Consider separating the stakeholders into specific groups: private sector, public sector, metropolitan planning organizations (MPOs), local highway districts, legislature and other elected officials, media, airport and transit groups, businesses, neighborhood organizations, contractors and ITD.

• Develop mailing lists through website signup, signup-cards at public meetings and assessor's lists of property owners.
• Send information to Cities, other jurisdictions and legislators. (The intent is that they use ITD information to reach their constituent contacts.)
• Implement a State fair presence with signup for project information available.
• Take advantage of sporting/entertainment events to hand out information and signup cards.
• Use shopping mall campaigns to hand out information and signup cards.
• Karcher Mall is recommended. Place information displays and signup cards at rest areas.
• Obstacles: Time and cost.

Message development

• Determine what, when, where, how and why.

• Articulate the benefits of the projects, and show that the community is getting what they asked for.
• Inform the public of traffic impacts. Give support for transportation projects.
• Promote safety.
• Make strategic marketing a part of every message.

Branding the corridor

• Define the relationships among programs, corridors and projects.
• Emphasize the corridor.

• Possible ways to develop a brand:
  • A naming contest through schools.
  • A TV/radio/newspaper-hosted naming contest.
  • Market research.
  • Public input cards – "name the corridor."
  • Public response to media stories.
• Recommend Treasure Valley Corridor as the corridor name.
• Obstacle: Branding thought of as a "frill."

Corridor spokesperson

• Designate one ITD representative to speak with the media.
• The community liaison might be an alternate.

Community liaison

• Use this person as the liaison between all the project stakeholders.
• He or she would answer high-level questions and represent the project at community events.

• Explore partnerships for funding.
• Make this a full-time position.
• Have his or her office at the community information center.

Community information center

• Partner with local agencies for funding.
• Determine a location that meets the corridor needs.
• Have the office staffed by the community liaison and an administrative assistant.

Corridor awareness events

• Use these events as a groundbreaking/ribbon-cutting event or a rollout event.
• Include an educational piece about funding.
• Event ideas include:
  • A transportation fair with bus rides along the corridor. Invite speakers, have a formal presentation and produce a video.
  • Tie a celebrity to the corridor.
  • Announce the "face" of the project.
  • Announce the community liaison.
  • Promote traffic reports and new ITS cameras.
  • Designate a TV personality host.
  • Do a radio remote from the project site.

• Obstacles:
  • Some projects are ready for construction.
  • Have CIP handle the corridor rollout, or hire a PR firm.

Communication

• Promote internal and external communication.

• Communicate internally with employees.
• Collaborate with the media on traffic mitigation.
• Publicize specific projects well in advance to allow the public to adapt their travel patterns.
• Collaborate with emergency service providers on incident management and response plans.
• Work with communication partners such as EMS, the airport, transit providers, MPOs, etc.

Funding

• Seek FHWA funding for public relations (with safety funds). Prepare a hierarchy chart as follows:
  • CIP marketing plan.
    • I-84 corridor.
      • Individual construction projects.

• Set public relations budget at one percent (minimum!) of the project budget.
• Explore funding sources: FHWA, American Market Organization, Ada County Highway District (ACHD) Commuterride, AGC, chambers, schools and universities, MPOs, major employers, third party endorsers and the airport.
• Look at cost sharing through employer pay stubs, the Idahy newsletter, St. Lukes/St. Als. newsletters and utility billings.