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ArrowThe Use of Marketing Plans in FHWA's Highway for LIFE Program

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

PowerPoint Version (677 kb)

Slide 1

The Use of Marketing Plans in FHWA's Highway for LIFE Program

Kathleen Bergeron, APR
Marketing Specialist, Program Coordinator
Highways for LIFE
Federal Highway Administration
Room 4136, HIHL
1200 New Jersey Avenue SE
Washington, DC 20590

Slide 2

Highways for LIFE


  • Enhance the driving experience for the American Public
Slide 3

Highways for LIFE


  • Accelerate the rate of adoption of innovations and new technologies
Slide 4

Highways for LIFE

Vanguard Technologies

Slide 5

Highways for LIFE

Vanguard Technologies

  • Road Safety Audits
  • Prefabricated Bridge Elements and Systems
  • Making Work Zones Work Better
Slide 6

Highways for LIFE

Teams must...

  • Have sponsorship of Associate Administrator for that area
  • Represent all areas of FHWA (field AND headquarters)
  • Include technical specialists AND a marketing specialist
  • Develop a marketing plan with first-year strategies and budgets
Slide 7

Highways for LIFE

Steps in the Marketing Plan Development Process

  1. Create of a very basic plan as a "straw man"
  2. Send "straw man" plan to team as homework
  3. Bring team together for two- or three-day retreat
  4. Have team work through the process to make the plan their own

Note: FHWA is developing a guidebook for this approach.

Slide 8

Highways for LIFE

Road Safety Audits Marketing Plan

  • First team to develop a plan
  • Important to set the tone for the others
  • Need to "get it right" the first time
Slide 9

The Success of the Road Safety Audits Marketing Plan, Two Years On

Louisa Ward
Team Leader, Road Safety Audits Implementation Team
Office of Highway Safety
Federal Highway Administration
1200 New Jersey Avenue SE, Room 3407
Washington, DC 20590

Slide 10

More Information



Scott Wolf
Center for Accelerating Innovation

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Updated: 01/30/2013

United States Department of Transportation - Federal Highway Administration