AASHTO’s National Marketing Campaign Using Targeted Marketing and Coalitions to Win Public Support Paula Hammond Secretary, Washington DOT Chair, AASHTO Marketing Task Force

Building Support for Transportation

Marketing Campaign Game Plan Working with the State DOTs, provide: Working with the State DOTs, provide: Communications toolsCommunications tools Core messagesCore messages StrategiesStrategies Promising practicesPromising practices Build coalitions of support with key influencers, including: Build coalitions of support with key influencers, including: State, local and federal officialsState, local and federal officials Non-profit and trade associationsNon-profit and trade associations Labor and the corporate communityLabor and the corporate community

Moving Quickly; Working Smart April – America’s Transportation Awards competition launched April – America’s Transportation Awards competition launched May – Formal Initiation of Marketing Campaign May – Formal Initiation of Marketing Campaign July – Bridging the Gap Report July – Bridging the Gap Report September – Response to Highway Trust Fund crisis; state news to Congress September – Response to Highway Trust Fund crisis; state news to Congress

Launching: What the New President and Congress Should Know… At Annual Meeting At Annual Meeting Video interviewsVideo interviews Comment cardsComment cards Our website: Our website:IToldThePresident.org Communications Tool Communications Tool Kit for State DOT PIOs and Communications Coalition

Upcoming: Transportation TV/Web AASHTO’s own web channel, content on, about and for transportation AASHTO’s own web channel, content on, about and for transportation Weekly newscasts Weekly newscasts Posted interviews with transportation champions Posted interviews with transportation champions Videos and webcams Videos and webcams People stories People stories Links to state and partner videos Links to state and partner videos

Coming Up Release of key reports on finance, road conditions, freight and rail Release of key reports on finance, road conditions, freight and rail Three-week display of the America’s Transportation Award nominees at Union Station in Three-week display of the America’s Transportation Award nominees at Union Station in Washington, DC National Campaign Roll Out National Campaign Roll Out

Keys to Success Localize and personalize Localize and personalize Cut through the clutter with strong messages Cut through the clutter with strong messages Insert key campaign talking points into speeches, testimony, media interviews Insert key campaign talking points into speeches, testimony, media interviews Build strong coalitions of support within each of our industries Build strong coalitions of support within each of our industries

Using the Right Message Finding the “right words” to convey the importance of transportation Finding the “right words” to convey the importance of transportation Consultant on board – Consultant on board – Key messages and a “tag-line” will be used throughout the campaign and by a variety of users, including state DOTs, legislators, and partners Key messages and a “tag-line” will be used throughout the campaign and by a variety of users, including state DOTs, legislators, and partners