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.
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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.
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Highways for LIFESteps 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.
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Planning is only one component of marketing
Elements of a Marketing Plan
• Define and understand each audience you want to reach• Define the "offer" you want to make
What it is you want from each audienceWhat they can expect in return?
• Communicate the offer to each audience• Create an opportunity to make the "transaction" • Deliver! Implement procedures and practices that foster positive
relationships and build loyalty.
Think about the End Results– What action should occur?– What kind of impact?– How will you measure?
Understand the Environment– What are the barriers?– How do they influence?– How are they overcome?
Find the Opportunity– How big is the issue?– Will “others” benefit?– Partnering opportunities?
Know thy Customers– Who will benefit?– What do they know?– What do they need to know?– Education level/learning style?
Involve the Right Players– Decision makers, influencers, users– Stakeholder input?