PLANNING WORKBOOK TUTORIALMODULE 1

STEPS FOR IMPLEMENTATION OF A

HIGHWAY SAFETY PRODUCT

FHWA Highway SafetyMarketing, Communications, and Outreach

Decision Support Tool

The Planning Workbook is designed to help you Plan marketing, communications, and outreach activities at the

product, project, and program levels. Think through planning decisions like a marketing and outreach

professional. Access knowledge and information relevant to FHWA safety

marketing, communications, and outreach.

In using this decision support tool, please keep in mind The tool is intended to provide guidance and help. Not all of the guidance or help will be applicable to your project or

program. Use what you can; there are no right or wrong answers.

CHECKLIST 1. BASIC ELEMENTS OF MARKETING, COMMUNICATIONS

AND OUTREACH PLANS

• What are the major benefits of my product or program for the customers or partners?

• What are the major drawbacks (market barriers) for the customers or partners?

• What's my message (how do I communicate the benefits and overcome the barriers?

• Who are the customers or partners I must reach in order to effectively promote the product or program? How can I gain input from them? What are the most effective tools and techniques for reaching them?

• What trade or professional organizations represent these customers? How can the FHWA work with them to promote this product or program?

• Who are the product or program champions? How can they help?• What is the plan for distribution of marketing and outreach tools, once they

are developed? What actions need to be taken? What's the schedule? How will distribution be tracked?

• How will I know when I have succeeded in achieving my marketing, communications and outreach objective? What is my goal? How am I tracking progress?

STEP 1: IDENTIFY OBJECTIVE

KEY QUESTION: What’s my chief objective?

Which of the three objectives below most closely describes what you want to achieve? Based on your answer, turn to the appropriate section of the workbook. If none of these selections appear to apply to your objective, contact your Communications and Outreach specialist for assistance.

Implementation of a Highway

Safety Product

GO TOTAB 2

What am I trying to achieve?

Increased Support for Roadway Safety

Programs

GO TOTAB 3

Roadway User BehaviorChange

GO TOTAB 4

MODULE 1

STEPS FOR IMPLEMENTATION OF A HIGHWAY SAFETY

PRODUCT

STEP 2: DEFINE TARGET MARKET(S)

KEY QUESTION: Where to I want to implement this highway safety product?

If you want to implementa highway safety product ─

• It is important to define the major market sectors you want to reach. This will drive the scope of your marketing plan.

• Major market sectors for highway safety products are (1) State DOTs and (2) Local Transportation Agencies.

Clarify whether you are seeking to implement your highway safety product on State highways, local road roadways, or both. Then fill in the blanks in the box.

The market sector(s) I am targeting in my highway safety product marketing and outreach activities:

__________________________________________________

__________________________________________________

STEP 2: DEFINE TARGET MARKET(S), continued

• Setting performance goals will enable you to track progress and report the cost-effectiveness of your marketing and outreach activities.

• If you can, set quantitative goals in each market sector.

• Where practical, establish time frames for achievement of the goal(s).

• See Tab 5 in your Planning Workbook has Guidance on Market Penetration Goals for Highway Safety Products.

STEP 3: DEFINE GOALS

KEY QUESTION: How will I know when I have achieved my objective?

The performance goal(s) that I have established for my marketing and outreach activities are:

The time frame(s) for implementation of the goal(s):

_______________________________________________________________

_______________________________________________________________

_______________________________________________________________

_______________________________________________________________

_______________________________________________________________

_______________________________________________________________

STEP 3: DEFINE GOALS, continued

• What specific audience sectors and sub-sectors must be reached in order to achieve the outcome you have defined?

• Practitioners and Decision-makers are the major audience sectors for highway safety products; there are many sub-sectors in each major sector.

• Tab 6 in the Planning Workbook guidance lists the major audience sectors and sub-sectors.

STEP 4: DEFINE AUDIENCE

KEY QUESTION: Who must be reached in order to achieve this objective?

Who must be reached to achieve this outcome? Define specific audience sectors and sub-sectors.

Sector Practitioners

Sector Decision-makers

Sub-sectorChief State DOT Maintenance Engineers

Sub-sectorState DOT Maintenance and Safety Engineers

In this example, the Program Manager decided to target practitioners (and not decision-makers) because the safety product could be implemented if Chief State DOT maintenance engineers decided to specify the product and allocate some of their existing budget resources to purchase it; and if the maintenance and safety engineers provided training, installation, and maintenance.

STEP 4: DEFINE AUDIENCE, continued

The specific audience sectors and sub-sectors that I must reach in order to achieve my product implementation goal are:

1. Audience: ___________________________________________________________

a.) Sub-sector _____________________________________________________________________

b.) Sub-sector_____________________________________________________________________

2. Audience: ___________________________________________________________

a.) Sub-sector _____________________________________________________________________

b.) Sub-sector_____________________________________________________________________

One of the most common fatal flaws in marketing plans is failure to target precise product user sub-sectors. Good audience analysis will enable you to:

• Tailor the message appropriately.

• Determine the best communications channels (associations and publications to work with to reach the user sub-sectors.

STEP 4: DEFINE AUDIENCE, continued

STEP 5: IDENTIFY DESIRED AUDIENCE ACTION OUTCOMES

KEY QUESTION: What do you want them to do?

For each audience sub-sector, identify the desired action outcomes of your marketing and outreach activities. Use verbs.

– Chief State DOT Maintenance Engineers• Budget for implementation of this new product.• Approve use of this product if proposed by their staff. • Direct staff to use this product.

– State DOT Safety Engineers• Propose use of this product.• Propose budget for use of this product.• Arrange for training for use of this product.• Install and maintain this product.

The actions that each audience sub-sector needs to take in order for me to achieve the product implementation goal(s) established in Step 3 are:

Audience Sub-sector: ___________________________ Actions: ___________________

Audience Sub-sector: ___________________________ Actions: ___________________

Audience Sub-sector: ___________________________ Actions: ___________________

Audience Sub-sector: ___________________________ Actions: ___________________

Audience Sub-sector: ___________________________ Actions: ___________________

Tab 7: Guidance on Information Needs of Highway Safety Audiences, explains the role of each group in highway safety and should be helpful to you in identifying audience action outcomes.

STEP 5: IDENTIFY DESIRED AUDIENCE ACTION OUTCOMES, continued

STEP 6: IDENTIFY AUDIENCE INFORMATION NEEDS

KEY QUESTION: What information do my customers need?

• Think about the information your target audience(s) will need to take the action steps you have just identified.

• Think about the reasons they might hesitate to take the action steps needed to implement this product.

• What information do they need in order to convince others?

• What information do they need in order to justify their decision to implement their product?

• What information do they need in order to install, operate, and maintain the product?

DESIRED ACTION INFORMATION NEEDED

Budget for implementation of

this new product.

Arrange for training for use of this product.

Install and maintain this product.

What is the cost-effectiveness of this product?

Are there resources to support training?

Is the product easy to install and maintain? Is tech support available?

STEP 6: IDENTIFY AUDIENCE INFORMATION NEEDS, continued

The information that each audience sub-sector needs in order for them to implement the product:

Audience Sub-sector: ___________________________ Information: ___________________

Audience Sub-sector: ___________________________ Information: ___________________

Audience Sub-sector: ___________________________ Information: ___________________

Audience Sub-sector: ___________________________ Information: ___________________

Audience Sub-sector: ___________________________ Information: ___________________

Tab 7: Guidance on Information Needs of Highway Safety Audiences, explains the basic information needs of each group in highway safety. Remember to consult some members of the audience sub-sectors you are targeting.

STEP 6: IDENTIFY AUDIENCE INFORMATION NEEDS, continued

STEP 7: DETERMINE AVAILABILITY OF MARKETING INFORMATION

KEY QUESTIONS: How much of the information that my customers need is already available? Is the available information solid and usable? Is there any way to initiate or hasten the development of needed information?

Type of Information Available In Development Not Available

Cost of Product X

Cost-Benefit Documentation X

Success Stories X

Training X

Technical Assistance X

My plans for developing marketing information for my product implementation program are:

Information Needed: ____________________________________________________

Development Approach: _________________________________________________

Information Needed: ____________________________________________________

Development Approach: _________________________________________________

STEP 7: DETERMINE AVAILABILITY OF MARKETING INFORMATION, continued

If some of the information you need is not available at all, part of your marketing plan should be to find a way to develop the needed marketing information.

STEP 8: IDENTIFY KEY AUDIENCE INFLUENCERS

KEY QUESTION: Who influences my target audience?

• Leverage resources for marketing and outreach.• Channel information to the best audience.• Gain credibility.

Identifying the organizations and publications that have a strong influence on your audience(s) is very important to your marketing strategy. Influencers can help you:

Ask questions such as ...

• What trade associations do they belong to?– Which committees and subcommittees have the most influence on my

potential customers?– Which major conferences and meetings do my potential customers

attend?• What trade and professional publications do my potential customers

read?• Which websites do they use and trust?• How can I tap into their peer exchange networks?

Tab 9: Guidance on Key Influencers of Highway Safety Audiences, provides relevant information, as does Tab 13: Guidance on Publications for Highway Safety Audiences.

STEP 8: IDENTIFY KEY AUDIENCE INFLUENCERS, continued

Who are the key influencers of the target audience?

Associations FHWA

AASHTO

AASHTO SCOHTS

ITE Office of Safety Field Offices Office of Safety R&DATSSA

RC Safety Team

Division Offices

Other DOTAgencies

Shown below are some of the key audience influencers for State DOT maintenance and safety engineers.

STEP 8: IDENTIFY KEY AUDIENCE INFLUENCERS, continued

STEP 8: IDENTIFY KEY AUDIENCE INFLUENCERS, continued

Sub-sector: ___________________________ Influencers: ___________________

Sub-sector: ___________________________ Influencers: ___________________

Sub-sector: ___________________________ Influencers: ___________________

Sub-sector: ___________________________ Influencers: ___________________

Sub-sector: ___________________________ Influencers: ___________________

STEP 9: COORDINATE WITHIN DOT

KEY QUESTIONS: What other FHWA and DOT offices and agencies work with my target audiences on related issues? How can we work together?

• Deliver more coordinated, concise and powerful highway safety messages.

• Leverage resources.• Reach broader audiences.

Don’t forget to coordinate with other DOT offices and agencies to:

Other DOT agencies and offices that I need to coordinate with to develop and implement my product marketing program are:

Agency or Office: ___________________ Point of Contact (POC):_______________

Agency or Office: ___________________ (POC):_____________________________

Agency or Office: __________________ (POC):______________________________

STEP 9: COORDINATE WITHIN DOT, continued

Tab 10: Guidance on Highway Safety Roles of DOT Agencies and Offices, provides relevant information.

STEP 10: ASSESS RESOURCES

KEY QUESTION: What resources are available to support my product marketing activities?

The next step is to assess the resources that are available to support your product marketing activities.

It’s not all about money!

Resources include:– FHWA/DOT staff resources.– FHWA/DOT consultant resources.– Partner organization resources (especially key

influencers).– Communications media (professional and trade press;

web).– Funding resources:

• Currently available.• Available next fiscal year.• Potentially available (be creative!)

STEP 10: ASSESS RESOURCES, continued

Type of Information Currently Available

Next Fiscal Year Potentially Available

Funding

FHWA/DOT Staff Resources

FHWA Consultant Resources

Partner Organization Resources

Trade Publications

Web Publications

Other Resources

STEP 10: ASSESS RESOURCES, continued

STEP 11: SELECT MARKET COMMUNICATIONS STRATEGIES

KEY QUESTIONS: What market communications strategies are most appropriate given my target audience’s information needs and preferences, the information I need to convey, and the resources available to me?

• Your target audience’s information needs and preferences.• The information you need to convey.• The resources available to you.

Select the market communications strategies that are most appropriate for:

Examples of communications strategies include:– Marketing Materials (brochures, fliers, CDs, DVDs,

training courses, manuals, newsletters, Web sites and web content, etc.)

– Events and Activities (conferences, workshops, meetings, presentations, speakers’ bureaus, users groups, webinars)

– Trade Media Placements (article placements, web content placements)

– Training (courses, webinars)

STEP 11: SELECT MARKET COMMUNICATIONS STRATEGIES, continued

Communications Strategy Audience Sub-Sector(s) Reached

See Tab 12: Guidance on Selection of Market Communications Strategies and Tab 14: Guidance on Selection of Market Communications Channels.

STEP 11: SELECT MARKET COMMUNICATIONS STRATEGIES, continued

STEP 12: IDENTIFY CUSTOMER FEEDBACK MECHANISM

KEY QUESTION: How will I know whether the customers are using the product and are satisfied with the product?

Customer feedback will help you:

• Assess the usefulness of the product and the need for further product refinements.

• Assess whether your marketing strategies are adequately addressing customer information needs.

– They don’t know about the product.– They don’t need the product.– The don’t have resources to implement the product.– They don’t have enough information about the product.– They don’t have confidence in the product and have decided not

to use it.

STEP 12: IDENTIFY CUSTOMER FEEDBACK MECHANISM, continued

Tie the feedback mechanism to the performance goals you established in Step 3. For example ...

If you fell short of a target goal for a certain quantity of customers to use the product, determine whether the problem is:

Examples of feedback mechanisms include ...

• Web-based community of practice discussion groups (interactive).

• E-mail/web comment box.• Surveys (mail, telephone, at conferences).• Focus groups (one-time meetings to obtain user input

and feedback).• User groups (ongoing group to share implementation

information).

STEP 12: IDENTIFY CUSTOMER FEEDBACK MECHANISM, continued

The customer feedback mechanisms that I will use to determine customer satisfaction with this product are:

STEP 12: IDENTIFY CUSTOMER FEEDBACK MECHANISM, continued

See Tab 15: Guidance on Selection of Feedback Mechanisms.

STEP 13: CREATE YOUR PRODUCT IMPLEMENTATION PLAN

KEY QUESTIONS: What specific tasks need to be accomplished to implement the product marketing plan? Who will be responsible for each task? What is the time frame?

• In Steps 2-12, you have created the framework for your product implementation plan.

• Now you need to build an Action Plan.

• For each Step (2-12), list actions that need to be taken in relation to that planning step. For each action, assign:

– A responsible party (person or group).

– A time frame.

CHECKLIST 1. BASIC ELEMENTS OF MARKETING, COMMUNICATIONS

AND OUTREACH PLANS

• What are the major benefits of my product or program for the customers or partners?

• What are the major drawbacks (market barriers) for the customers or partners?

• What's my message (how do I communicate the benefits and overcome the barriers?

• Who are the customers or partners I must reach in order to effectively promote the product or program? How can I gain input from them? What are the most effective tools and techniques for reaching them?

• What trade or professional organizations represent these customers? How can the FHWA work with them to promote this product or program?

• Who are the product or program champions? How can they help?• What is the plan for distribution of marketing and outreach tools, once they

are developed? What actions need to be taken? What's the schedule? How will distribution be tracked?

• How will I know when I have succeeded in achieving my marketing, communications and outreach objective? What is my goal? How am I tracking progress?

For further assistance in developing your marketing, communications & outreach plan, contact:

Janet EwingCommunications and Outreach Program ManagerFHWA Office of Safetyjanet.ewing@dot.gov202-366-8029