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ArrowSteps in the Marketing Plan Development Process

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  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 1

RSA Marketing Plan Overview

  • Executive Summary/Introduction
  • Corporate Philosophy
  • RSA Mission & Goals
  • Product Analysis & Benefits/Costs
  • Situation Analysis, Trends, Demographics
  • Challenges
  • Marketing Strategy
  • Financials & Controls
  • Implementation and Organization
Slide 2

Ongoing RSA Outreach Activities

Identified in RSA Marketing Plan:

  • RSA Implementation Team
  • RSA Video
  • RSA Identity Package (logo, colors)
  • RSA Presentations
  • Free Training
  • Articles, News Items & Reprints
  • Roads and Bridges, APWA,Public Roads, Focus, and Safety Compass
Slide 3

Ongoing RSA Outreach Activities (cont'd)

  • RSA Peer-to-Peer Brochure & Business Cards
  • Customizing materials for customers (Arizona specific brochure)
  • Co-sponsoring conferences/provide speakers/training
    • (Mid-Atlantic Rural Roads Forum, APWA, AASHTO RSA Peer Exchange, Low Volume Roads, ITE, Urban Streets)
  • RSA Website Updates
Slide 4

RSA Website Materials (http://safety.fhwa.dot.gov/rsa/)

Multiple new materials posted:

  • RSA Guidelines, Prompt Lists
  • RSA Peer-to-Peer Brochure
  • Recent Articles
  • Legal Information
  • Benefits Information
  • Training Information
  • New Link from Safety Home Page
Slide 5

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 6

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 7
  • 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 8
  • 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 9
  • 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 10

Louisiana Roundabout Marketing Plan

Analyze → Plan → Implement → Evaluate and back to Analyze. The arrows are in red to symbolize that these steps have not yet been completed.

Slide 11

Louisiana Roundabout Marketing Plan

Analyze

  • Sporadic educational efforts
  • Mainly local initiatives w/ little technology transfer
  • No organized effort at local or state level; No defined implementation process; No performance indicators
  • State & Local officials currently distracted w/ recovery efforts
  • Audience must include
    • Elected officials
    • State & local transportation executives
    • Transportation engineers
Slide 12

Louisiana Roundabout Marketing Plan

Action Plan - First Iteration

  • Hold Three 2 ½ day Roundabout design courses (Lafayette, Baton Rouge, New Orleans)
  • Conduct Nine Executive Level Overview Sessions on the Benefits of Roundabouts (in each metro area)
  • Conduct a Roundabout Scanning Tour for Executives & Engineers
  • Start a statewide Roundabout working group for design engineers
  • Retain on-call expertise for Design Reviews and Executive/public outreach
Slide 13

Louisiana Roundabout Marketing Plan

Implement

  • Hold Three 2 ½ day Roundabout design courses (Lafayette, Baton Rouge, New Orleans) - COMPLETED
  • Conduct Nine Executive Level Overview Sessions on the Benefits of Roundabouts (in each metro area) - COMPLETED
  • Conduct a Roundabout Scanning Tour for Executives & Engineers - IN PROCESS
  • Start a statewide Roundabout working group for design engineers - IN PROCESS
  • Retain on-call expertise for Design Reviews and Executive/public outreach - IN PROCESS
Slide 14

Louisiana Roundabout Marketing Plan

Evaluate

  • Course and session evaluations
  • Number of roundabouts in design
  • Number of roundabouts in construction
  • 3 year before and after crash analysis
    • Cost/Benefit analysis
Slide 15

Louisiana Roundabout Marketing Plan

Re-analyze

  • Action Plan modified based on marketing performance factors

Analyze → Plan → Implement → Evaluate and back to Analyze. The arrows are in green to symbolize that these steps have now been completed.

Slide 16

More Information

Events

Contact

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

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Updated: 04/04/2011
 

FHWA
United States Department of Transportation - Federal Highway Administration