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 400 Seventh Street, SW Washington, DC 20590 202/366-5508 Kathleen.firstname.lastname@example.org
Highways for LIFE GOAL: Enhance the driving experience for the American Public
Highways for LIFE METHOD: Accelerate the rate of adoption of innovations and new technologies
Highways for LIFE Vanguard Technologies Road Safety Audits Prefabricated Bridge Elements and Systems Making Work Zones Work Better
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
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.
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
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 400 Seventh Street SW, Room 3407 Washington, DC 20590 202/366-2218 Louisa.email@example.com