Steps in the Marketing Plan Development Process

PowerPoint Version (876 kb) Create of a very basic plan as a "straw man" Send "straw man" plan to team as homework Bring team together for two- or three-day retreat Have team work through the process to make the plan their own Note: FHWA is developing a guidebook for this approach.
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
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
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
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
Planning is only one component of marketing View full size version of this image \| View table version of this image
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.
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?
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?
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
Louisiana Roundabout Marketing Plan
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
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
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
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
Louisiana Roundabout Marketing Plan Re-analyze Action Plan modified based on marketing performance factors