Skip to contentUnited States Department of Transportation - Federal Highway AdministrationSearch FHWAFeedback
Highways for LIFE

ArrowMarketing 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)

Slide 1

Table version of Pie Chart in Slide 3

Marketing Program
PlanningSet Directions
  • Where are we going?
  • How are we going to get there?
  • When are we going to get there?
ResearchWhat do we know?
  • What do we need to know?
  • Where are our markets?
    • Existing Markets
    • Potential Markets
StrategyHow?
  • What do we have to do?
  • Who will do it?
Business Development & SalesWho?
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
AdvertisingBudget
  • Where?
  • Why?
EvaluationAdjustments
Corrections
  • Is it working?

Return to Presentation.

Table version of Pie Chart in Slide 13

Research Implementation Process
Research Implementation Committee 
Chairperson CommitteeMn/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.

More Information

Events

Contact

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

PowerPoint files can be viewed with the PowerPoint Viewer
Updated: 04/04/2011
 

FHWA
United States Department of Transportation - Federal Highway Administration