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Highways for LIFE

Arrow Marketing Plan: Road Safety

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The responsibility for the RSA program resides in the FHWA Office of Safety. The Office of Safety has been providing funding for the RSA program since the scanning mission to Australia and New Zealand in 1996. In FY05, the RSA program began receiving marketing support and, with the enactment of SAFETEA–LU, began receiving financial resources from the FHWA Office of Infrastructure, Highways for LIFE team.3 These financial resources support the activities listed in chapter 9.


The FHWA Office of Safety's RSA Program Manager maintains a status spreadsheet on RSA implementation. This is updated from Implementation Team members' inputs and occasional contact with the FHWA Safety Engineers in the Division Offices. Training evaluations are collected and compiled by the FHWA Resource Center and the National Highway Institute. An annual evaluation of the marketing strategy and achievement towards RSA program goals will be conducted.


The implementation of this marketing plan will be two–pronged. The RSA Implementation Team (and FHWA Resource Center) will be working directly with the aforementioned primary customers to help them pilot and eventually institutionalize RSAs into their safety programs through presentations, training, technical assistance, and conducting RSAs. Concurrently, the FHWA Office of Safety is developing tools to assist the team and customers in facilitating the adoption of RSAs.

3 The FHWA HfL team is assisting the FHWA Office of Safety with marketing expertise and funding to speed the implementation of RSAs across the country. The purpose of HfL is to advance longer–lasting highway infrastructure using innovations to accomplish the fast construction of efficient and safe highways and bridges. "Innovations" is used by HfL to encompass technologies, materials, tools, equipment, procedures, specifications, methodologies, processes ,or practices used in the financing, design, or construction of highways.

First Year RSA Team Activities:
  State Date Completion Date
RSA Team Coordinator (will also evaluate marketing strategies)    
Implementation Team Meeting and Software Training    
Promotion of RSAs and Delivery of RSA for Locals Training and Travel for Locals to Training    
Printing New NHI Course Materials    
Branding for RSAs (A Look and a Hook)    
Printing of RSA Guidelines and Checklist    
Local Marketing/Repackaging Assistance (Arizona Specific RSA Brochure)    
Sponsorship of Local Conferences on RSAs or RSA Topics on Local Conference Programs    
Continue Funding RSA Peer–to–Peer Program    
RSA Consultant Technical Assistance (For Agencies new to RSAs)    
RSA Software Modifications and Training    
FY07 (Dependent on Approval of Spending Plan Request Items):
Project Funding
Implementation Team Meeting  
RSA Program Support  
RSA Promotion and Training Delivery  
RSA Train–the–Trainer for Division Safety and Area Engineers and Fed Lands  
RSA Training for FHWA Field Management (DAs and DFSs)  
Co–Sponsor AASHTO TIG RSA Peer Exchange  
RSA Case Studies Evaluation  
RSA Communications Support  
Duplication of RSA Video  
New RSA Video  
Printing RSA Guidelines and Case Studies Documents  
RSA Peer–to–Peer Program  
RSA Software Develop Users Manual, Testing, Demonstration, and Modifications  
RSA LTAP/TTAP Programs  
Updating NHI RSA Course  
Offering 1 free RSA per State  
Demonstrating Pedestrian RSA Guidelines and Prompt Lists  

Below is a list of the types of tools that the FHWA Office of Safety has or is developing:

  • RSA Peer–to–Peer Program (established in 2005)
  • RSA Video (published August 2006)
  • RSA Guidelines (published December 2006)
  • RSA Prompt Lists (published January 2006)
  • RSA Software
  • RSA Technical Assistance
  • RSA Outreach
  • Internal FHWA Weekly Report Items (Once a month)
  • Articles in FHWA publications, industry magazines and newsletters
  • Obtaining reprints of articles for distribution
  • Developing/Tailoring/Delivering RSA presentations
  • Developing talking points on RSAs
  • Developing and Staffing RSA Exhibits
  • Brochures for overall program, Peer–to–Peer program (published 2006), risk managers/attorneys, local outreach
  • Business cards
  • RSA Website
  • Maintaining RSA contacts database
  • RSA Video focusing on RSA results
  • RSA NHI Training (Developed 2002)
  • RSA Training for Locals (Developed 2005)
  • RSA Training Scheduling and Coordination
  • RSA Peer Exchanges (First one scheduled for May 22–23, 2007)
  • RSA Case Studies
  • RSA Benefits Information and Evaluation
  • RSA LTAP/TTAP Programs
  • Pedestrian RSA Guidelines and Prompt Lists
  • Intersection RSA Guidelines and Prompt Lists
  • Road Departure RSA Guidelines and Prompt Lists
  • Work Zone RSA Guidelines and Prompt Lists
  • Low Cost Safety Improvement RSA Implementations
  • RSA Marketing Plan Implementation Evaluation

The RSA Implementation Team meets yearly to discuss the RSA program. The team will assist in communicating the availability of these tools to RSA customers and in determining whether these customers have additional RSA needs. These needs may result in the development of additional tools or activities.

Marketing Organization

FHWA's RSA Implementation Team
  • RSA Program Manager, Office of Safety
  • Craig Allred, Resource Center
  • Mike Castellano, Pennsylvania Division
  • Chimai Ngo, Federal Lands Highway
  • Monica Gourdine, Federal Lands Highway
  • Byron Lord, Highways for LIFE
  • Kathleen Bergeron, Highways for LIFE
  • Timothy Barkley, Office of Safety Road Safety Audit Marketing Plan 22
  • Keith Sinclair, Resource Center
  • Jeff Shaw, Resource Center
  • Keith Harrison, Resource Center
  • Karen Yunk, New Jersey Division
  • Jessica Rich, Tennessee Division
  • Marcee Allen, Colorado Division
  • Karla Petty, HQ Office of Safety/Arizona Division
  • Don Neuman, HQ Office of Safety/Missouri Division
  • Rudy Umbs, HQ Office of Safety
  • Jacinda Russell, Eastern Federal Lands
  • John Balser, HQ Office of Safety
  • Additionally, Human factors expertise has been made available from the FHWA Safety R&D Human Centered Systems Team.
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More Information



Scott Wolf
Center for Accelerating Innovation

This page last modified on 04/04/11

United States Department of Transportation - Federal Highway Administration