FHWA EXHIBITS

Federal Highway Administration (FHWA) uses exhibits as one method of transferring highway technologies and innovations. Important and highly visible, exhibits offer a number of benefits. Past experience proves that exhibits can be economical for disseminating significant amounts of information to targeted audiences at conferences, trade shows, workshops, seminars, and other business gatherings.

Planning Timeline for Marketing RD&T Using Exhibits

Ongoing: Is exhibiting right for your project or program?

• Can your targeted audience(s) be reached effectively through exhibiting? Will they be attending a specific event?
• Exhibits work best for showcasing results. Do you have a strong message to deliver?
• Exhibits also work best with comprehensive supporting handouts. Will you have good handouts?
• Exhibitions involve one-on-one interactions. The right staffers are crucial. Are they available?

Ongoing: Where should you exhibit your information?

• Identify potential niche exhibit opportunities through government, associations, or industry contacts, which means, find the locations and events that specific people you are trying to reach will attend. For example, a safety management meeting may not be appropriate for reaching field bridge engineers.
• Investigate potential opportunities to exhibit at prearranged venues: Review HRTS-managed yearly schedule of national/international events, supporting over 100 transportation conferences, special meetings, and workshops.

One-Year Ahead: What's your best use of resources?

• Prioritize your potential exhibit locations.
• Budget for developing exhibit display and supporting materials.
• Budget for participation (travel expenses, exhibit space reservation costs (for non-FHWA-sponsored event), audiovisual and furniture rentals, shipping costs).
• Six Months Prior to Selected Event: Focus on your target!
• Establish objectives for participating in the event: Will you educate, influence, nurture partnerships, or gather information?
• Determine criteria and measures of success.
• Identify target audiences and communication requirements.
• Begin working with HRTS staff to develop exhibit display.
• Work through HRTS to develop new outreach materials identified for target audiences.
• Work through HRTS to add your event to the FHWA Public Affairs outreach calendar.
• Review materials in exhibitor service kit (if applicable) to meet ordering deadlines for event rentals and shipping information.
• Select staff to participate in event, and assess their skill levels.

Six Weeks Prior: Mobilize resources for the event!

• Finalize and take delivery of exhibit display and support materials (such as publications).
• Contact key stakeholders (e-mail, Web, other contact) to invite them to the event.
• Coordinate training and demonstration sessions, if appropriate.
• Establish a staffing schedule.
• Provide staff with appropriate product and program information.
• Arrange for pickup and/or shipping and delivery of all materials to the event.

At the Event: Network and achieve your objectives!

• Educate audiences about FHWA programs by listening to their needs and providing (and gathering) information or contacts.
• Generate interest in partnerships or technology sharing opportunities.
• Gather information useful to FHWA programs.
• Gain insight about issues and expectations of key audiences that you can share with others back in the office.
• Collect input on the effectiveness of the exhibit and venue.

Two Weeks After Event: Obtain feedback and perform an objective assessment.

• Follow up with key contacts made at event (with promised materials or information).
• Obtain a list of event attendees for updating your program and project databases.
• Work through HRTS to coordinate with Public Affairs for media follow-up.
• Evaluate event results and whether or not they met goals and objectives.