AASHTO’s National AASHTO’s National Marketing Campaign Marketing Campaign Using Targeted Marketing and Using Targeted Marketing and Coalitions to Win Public Support Coalitions to Win Public Support Paula Hammond Paula Hammond Secretary, Washington DOT Secretary, Washington DOT Chair, AASHTO Marketing Task Force Chair, AASHTO Marketing Task Force
9
Embed
AASHTO’s National Marketing Campaign Using Targeted Marketing and Coalitions to Win Public Support Paula Hammond Secretary, Washington DOT Chair, AASHTO.
This document is posted to help you gain knowledge. Please leave a comment to let me know what you think about it! Share it to your friends and learn new things together.
Transcript
AASHTO’s National AASHTO’s National Marketing CampaignMarketing Campaign
Using Targeted Marketing and Using Targeted Marketing and
Coalitions to Win Public SupportCoalitions to Win Public Support
Paula HammondPaula HammondSecretary, Washington DOTSecretary, Washington DOT
Chair, AASHTO Marketing Task ForceChair, AASHTO Marketing Task Force
Building Support for TransportationBuilding Support for Transportation
Marketing Campaign Game PlanMarketing Campaign Game Plan
Working with the State DOTs, provide:Working with the State DOTs, provide:• Communications toolsCommunications tools• Core messagesCore messages• StrategiesStrategies• Promising practices Promising practices
Build coalitions of support with key Build coalitions of support with key influencers, including: 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 SmartMoving Quickly; Working Smart April – America’s April – America’s
May – Formal Initiation of May – Formal Initiation of Marketing Campaign Marketing Campaign
July – July – Bridging the GapBridging the Gap Report Report
September – Response to September – Response to Highway Trust Fund crisis; Highway Trust Fund crisis; email state news to Congressemail state news to Congress
Launching:Launching: What the New President What the New President and Congress Should Knowand Congress Should Know……
At Annual Meeting At Annual Meeting • Video interviews Video interviews • Comment cardsComment cards
AASHTO’s own web AASHTO’s own web channel, content on, about channel, content on, about and for transportationand for transportation
Weekly newscastsWeekly newscasts Posted interviews with Posted interviews with
transportation championstransportation champions Videos and webcamsVideos and webcams People storiesPeople stories Links to state and partner Links to state and partner
videosvideos
Coming UpComing Up
Release of key reports on finance, Release of key reports on finance, road conditions, freight and railroad conditions, freight and rail
Three-week display of the America’s Three-week display of the America’s Transportation Award nominees at Transportation Award nominees at Union Station in Union Station in
Washington, DCWashington, DC
National Campaign Roll OutNational Campaign Roll Out
Keys to SuccessKeys to Success
Localize and personalizeLocalize and personalize Cut through the clutter with strong Cut through the clutter with strong
into speeches, testimony, media into speeches, testimony, media interviewsinterviews
Build strong coalitions of support Build strong coalitions of support within each of our industrieswithin each of our industries
Using the Right MessageUsing the Right Message Finding the “right words” to convey Finding the “right words” to convey
the importance of transportationthe importance of transportation
Consultant on board – Consultant on board –
Key messages and a “tag-line” will Key messages and a “tag-line” will be used throughout the campaign be used throughout the campaign and by a variety of users, including and by a variety of users, including state DOTs, legislators, and partnersstate DOTs, legislators, and partners