Marketing Plans for Local Governments - Highways for LIFE - FHWA

Innovations
There are many little-used approaches that result in a better highway or bridge project. Among the benefits of such approaches are that they're faster, safer, have less impact on traffic, provide better quality, and at less cost.
Communications
A key to getting innovations into wider use is telling people about them. Here are several tools for spreading the word on innovations.
Technology Partnerships
Providing assistance to general industry in promoting late phase technology development
Demonstration Projects
Highways for LIFE provides State DOTs with funding for construction of projects using one or more innovations that the agency has rarely used previously.
Technology Transfer
The methods and priority given to the actual process for getting innovations and new technologies moved into common practice must be improved in order to accelerate their delivery. Test cases, called "vanguard technologies" have demonstrated excellent results.

FHWA > HfL > Communication Tools > Marketing Plans for Local Governments

Marketing Plans for Local Governments

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 (5.4 mb)

Table version of Pie Chart in Slide 3

Marketing Program
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
Strategy	How? What do we have to do? Who will do it?
Business Development & Sales	Who? Where? Client Type Project Type Territory When?
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	Budget Where? Why?
Evaluation	Adjustments Corrections Is it working?

Return to Presentation.

Table version of Pie Chart in Slide 13

Research Implementation Process
Research Implementation Committee
Chairperson Committee	Mn/DOT Research Services Liaison (RSS)
Task Scoping	Organize TAP Conduct Literature Research Identify Stakeholders Determine / Examine Potential Research Sources Develop at Detailed Implementation Workplan and Schedule Develop Communication Plan Determine Final Deliverable
Research Synthesis	Review Literature Conduct Surveys / Interviews Conduct Working Meetings Synthesize Findings Develop Recommendation Confirm Deliverables Audience Check
Draft Product	Text Graphics Distribution Methods Task Subcommittee Review
Product Review / Refinement
Final Product	RIC Review Implementation Plan Review Goals
Implement	Announcement (Postcard, Broadcast E-Mail, Flyer, etc.) T² Exchange - Article Conference Presentation Networking Through DSAEs

Return to Presentation.

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Events

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Contact

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

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Updated: 04/04/2011

United States Department of Transportation - Federal Highway Administration