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TRB Session 717 - The Marketing Plan: Its Role in Technology Transfer

Michael M Marti, PE
SRF Consulting Group, Inc.
Minneapolis, MN
January 24, 2007
2:30 - 4:00, Hilton

PowerPoint Version (7.3 mb)

Slide 1

Definition of Marketing

Marketing is not an event, but a process...

It has a beginning, a middle, but never an end, for it is a process.

You improve it, perfect it, change it, even pause it. But you never stop it completely.

- Jay Conrad Levinson

Slide 2

Planning is only one component of marketing

The image of a pie chart which shows the additional components of marketing: planning (Set directions, Where are we going?, How are we going to get there, When are we going to get there?), research, (What do we know?, What do we need to know?, Where are our markets?, Existing markets, Potential markets) What strategy (How?, What do we have to do?, Who will do it?), business and development (Who?), public relations (Image, Visibility, Direct mail, News releases, Feature articles, Presentations, Affiliations), sales tools (Brochures, Photos, Binders, Special mailings, Covers, Specialties, Training aids & programs), advertising (Why?, Where?, Budget), and evaluation (Is it working?, Adjustments, Corrections). Planning is only one component of marketing.

View full size version of this image | View table version of this image

Slide 3

Four Ps of Traditional Marketing

  • Product
  • Placement
  • Price
  • Promotion
Slide 4

Four Ps of T2 Marketing

  • Product
    • What services do you offer?
    • How are they different from other resources?
    • How are they better?
  • People
    • Who is your target audience?
    • How can you reach them?
  • Promotion
    • What do people think of your services?
    • How can you increase their awareness?
  • Delivery
    • How are your services delivered?
    • How responsive are you to clients?
Slide 5

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.
Slide 6

Marketing Paradigm Shift

(Seth Godin, All Marketers are Liars)

  • Funnel Marketing
    • Wide market, talking to everyone, including people who don't need or don't have interest, and try to sell or convince them. (ads/mailers)
    • Competes for people's attention by interrupting them.
  • Flipping the Funnel - megaphone
    • New model is built around permission
    • Permission marketing turns strangers into friends and friends into loyal customers
    • Getting people to talk about your product to spread the word.
Slide 7

MN Local Road Research Board (LRRB)

  • Research to improve local road:
    • Design
    • Construction
    • Maintenance
    • Environment
  • Test materials and methods for use on local roads
  • Help cities and counties apply the most current research/technology (RIC)
  • Strong partnership with MN LTAP

Image showing MN Local Road Research Board (LRRB) partnership with MN LTAP Research (MnDOT, MnRoad, U of M, CTS, Private Sector), Communication (RIC), Training (LTAP), Minnesota Cities and Counties.

Slide 8

LRRB Board Members

LRRB

  • County Engineers
    • Dave Robley, Douglas County (Chair)
    • Mitch Anderson, Stearns County
    • Marcus Hall, St. Louis County
    • Sue Miller, Freeborn County
  • City Engineers
    • Deb Bloom, City of Roseville
    • Tom Colbert, City of Eagan
  • Mn/DOT
    • Sue Lodahl, Research Services
    • Keith Shannon, Materials
    • Julie Skallman, State Aid
  • U of M, CTS
    • Robert Johns, Director

RIC

  • County Engineers
    • Gary Danielson, Kandiohi County
    • Dan Sauve, Clearwater County
    • Mike Sheehan, Olmsted County
    • Rick West. Otter Tail County
  • City Engineers
    • Mark Maloney, City of Shoreview (Chair)
    • Tom Colbert, City of Eagan
  • Mn/DOT
    • Tom Behm, DSAE
    • Cory Johnson, Research Services
    • Maureen Jensen, Materials
    • Rick Kjonaas, State Aid
  • U of M, CTS
    • Jim Grothaus, LTAP
Slide 9

Examples of LRRB - RIC Projects

Brochure Cover: Want to Make a Difference? Become a Civil Engineer or Civil Engineering Technician

DVD Cover: Roads & Loads: Finding a Balance

Brochure Cover: What About a Roundabout? The Minnesota Experience

Brochure Cover: Gravel Road Maintenance: Meeting the Challenge - A Presentation of the University of Minnesota Center for Transportation Studies and LTAP - Minnesota Local Technical Assistance Program

Slide 10

Examples of LRRB - RIC Projects

Workshops and training materials

Workshops and training materials, MN Road Research Board - Training: Training Module for Designing and Constructing with Geosynthetics

Workshops and training materials, MN Road Research Board - Training: Minnesota Seal Coat Handbook 2006

Slide 11

Examples of LRRB - RIC Projects

On-line tools

On-line tools 1

On-line tools 2

Slide 12

Research Implementation Process

  • Step 1 - Task Scoping
  • Step 2 - Research Synthesis
  • Step 3 - Draft Product
  • Step 4 - Product Review and Refinement
  • Step 5 - Final Product
  • Step 6 - Implementation

Research Implementation Process: Step 1 - Task Scoping, Step 2 - Research Synthesis, Step 3 - Draft Product, Step 4 - Product Review and Refinement, Step 5 - Final Product

View full size version of this image | View table version of this image

Slide 13

LRRB "Marketing Plan"

Turning the Best Research Into Practice

  • Think about the End Results
  • Understand the Environment
  • Find the Opportunity
  • Know thy Customers
  • Involve the Right Players
  • Explore the Most Appropriate Tool
  • Make Strategic Use of Resources
  • Bring in the Experts
  • Define, Define
  • Evaluate and Celebrate

  • What action should occur?
  • What kind of impact?
  • How will you measure?
  • What are the barriers?
  • How do they influence?
  • How are they overcome?
  • How big is the issue?
  • Will "others" benefit?
  • Partnering opportunities?
  • Who will benefit?
  • What do they know?
  • What do they need to know?
  • Education level/learning style?
  • Decision makers, influencers, users
  • Stakeholder input
    • Panel member/focus group
    • Needs, thoughts, perceptions
  • Delivery method/audience?
    • One-on-one
    • Group
    • Direct vs distance learning
  • Most effective tool?
  • Distribution?
  • Do budgets match need?
  • Leverage partner involvement
  • What expertise is needed?
    • Technical
    • Communications
    • Technology transfer
  • Develop detailed scope
    • Final product
    • Milestones
    • Responsibilities
    • Budget
    • Schedule
  • Monitor progress
  • Define performance measures
  • Assess project
Slide 14

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?
Slide 15

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?
Slide 16

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
Slide 17

LRRB

For more information on the LRRB:

http://www.lrrb.org/

Screenshot of the LRRB homepage.

Slide 18

More Information

Events

Contact

Kathleen Bergeron
Highways for LIFE
202-366-5508
kathleen.bergeron@dot.gov

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Updated: 04/04/2011
 

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