Marketing and Communications

UpdateApril2016

Overview

Collaboration ItTakesaCommi-ee+…

•  Communica2onsandMarke2ngCommi9ee–  JeffSaddler,Chair–  MarkChaput,Vice-Chair–  Brunet-García,Contractor(KimVermillion,StrategicLead;ChadVillarroel,Account

Coordinator)–  Commitment:Monthlycommi9eecallsandoccasionalreviewofmaterialsbyemail

•  Workintandemwithothercommi9eesandtheEB–  MonthlyExecu2veBoardcalls–  WeeklyLMScalls

•  Coordina2onwithAASHTOandHEI –  Supportofnewcourselaunchesandpromo2ons–  Coordina2onanddevelopmentofcross-plaWormfunc2onality(TC3website,app,

LMS)

Communications Tools RaisingTC3AwarenessandPar9cipa9on

•  TC3applaunchedin2014–  AvailableforAppleandAndroiddevices–  Regularlyusedforupdates,announcements,promo2ons

•  NewwebsiteandnewLMSlaunchedAugust2015•  Internalcommunica2ons

–  E-Newsle9ersandpromo2onssenttotargetedlistofmorethan1800subscribers–  Contentupdatestothewebsite,app

•  Externalcommunica2ons–  AASHTOBookstore–  Roads&Bridges–  Directe-mailoutreach

•  Developmentof2016StrategicPlan–  Includestoolsforincreasingstatepar2cipa2on,statesharing,volunteers,andSMEs–  Includestac2csforraisingawarenessamongpublicandprivatesector

Technology Tools TC3WebsiteandMobileApp

Technology Tools PerfectlyPairedwithTC3LMS

Marketing Goals

TC3 Goals Outlineof2015Marke9ngGoals

1)  Deliverdirect,ongoingcommunica2ontocurrentTC3users.2)  Increasevolunteerpar2cipa2on.3)  Increasestatesharing.4)  Increasestatechampions.5)  Increasenumberofstatessuppor2ngTC3.6)  IncreaseTC3partnerships.7)  PromotelaunchofthenewLMSrolloutsummer2015,focusing

onthetransi2onofcurrentusersoftheNHIplaWorm.8)  Increaseawarenessamongnonusers.9)  PromoteTC3coursestoprivateindustrybeginning6weeksader

LMSlaunch.

Goal #1 Communica9ontoCurrentTC3Users

•  TC3-brandedemailsandelectronicnewsle9erssentthroughCampaignMonitor

•  Websitenewsupdatesandbanners•  Mobileappupdatesandpushno2fica2ons•  Promo2onsthroughAASHTOtools

–  Bookstoreemails–  AASHTOwebsiteandbookstorebanners–  “FeaturedItem”onhomepage–  Linksfrombookstorelandingpage–  Bookstorecatalogad

Campaign Monitor TC3-BrandedEmailsandeNewsle-ers

AASHTO Tools ReachingtheDOTMasses

Goal #2 IncreasingVolunteerPar9cipa9on

•  Flyerofvolunteerresponsibili2esandmonthlycommitmentwithcommi9eechaircontactinfo

•  Websitepageofvolunteerresponsibili2esandmonthlycommitmentwithcommi9eechaircontactinfo

•  Volunteerspotlightine-newsle9ers•  Areaofopportunity

Goal #3 IncreasingStateSharing

•  Promo2onthroughwebsite,flyers,emails/e-newsle9ers,etc.

•  In2014,10stateshadimplementedthecoursesontotheirownLMS.

•  Currently,thereare21par2cipa2ngstatesplusNDSU.

Sample Flyers TC3-BrandedTemplates

Goal #4 IncreasingStateChampions

“Statechampions”helpgetthemessageout:

•  PromoteTC3internally,toyourpeersandmanagement.

•  Encourageyouragencytocontributefinancially.•  Solicitnewcourseideasfromyourorganiza2on.•  RecruitSMEsfromyourorganiza2on.

Goal #4 IncreasingStateChampions

•  KeithPla9eandAASHTOleadingrecrui2ngeffortsamongstates,commi9ees,andAASHTOregions

•  Con2nuingtopromotetheneedforstatechampionsinvariousmarke2ngmaterialsandpresenta2ons

•  Areaofopportunity

Goal #5 IncreasingNumberofStatesSuppor9ngTC3

•  Con2nuingtopromotethebenefitsofcontribu2nginvariousmarke2ngmaterialsandpresenta2ons

•  Priortoadop2onbyAASHTO,statesupportrangedinlowteens

•  FY2014:26statessupportedTC3•  FY2015:31statessupportedTC3•  Asof3/16/16:30stateshavesupportedTC3•  Areasofopportunity:PacificNorthwest,Northeast

Get Involved! KnowaDecisionMakerinaNoncontribu9ngState?

Goal #6 IncreasingTC3Partnerships

•  LargelyspearheadedbyMarkChaputwithassistancefromKeithPla9e,AASHTO

•  OngoingeffortstoworkwithnewindustrypartnersaswellasotherAASHTOsubcommi9ees,LTAP/TTAP,andacademia

Goal #7 Promo9ngLaunchofNewLMS;Transi9onofCurrentUsers

•  LaunchcompletedAugust2015•  CorrespondedtolaunchofcompletelynewTC3

website•  Createdregistra2on/enrollmentflyerforfirst-2me

TC3LMSusers•  Implemen2ngnew/revisedcourseemailpromo2on

toregisteredTC3LMSusers•  Coursepar2cipa2onnumbersincreasingeachmonth•  WorkingonSEOsolu2onstodriveuporganicsearch

results

Goal #8 IncreasingAwarenessAmongNonusers

•  Dradedexecu2vesummaryforBudWright,AASHTOExecu2veDirector,tosharewithhisboard

•  Con2nuedpromo2onthroughAASHTOtools,whichreachallofAASHTO’saudiences

•  Roads&Bridges:–  Reach(2015):62,357qualifiedsubscribers

•  42%contractorsandproducers(26.3k)•  22%consul2ngengineers(13.6k)

–  Tools:Storefront,TC3-brandedemails,e-Newsle9ers,“ProductSpotlight”–  Leadgenera2on

Goal #9 Promo9ngTC3CoursestoPrivateIndustry

•  Road&BridgesstorefrontlaunchedOctober2015•  Customizedemail(6,000+customcontacts):

–  BrandedtolooklikeTC3withaspecificTC3messageorpromo2ons–  Sent2of4

•  eNewsle9er(50,000+distribu2on):–  TC3issolefocus–  Sharesinforma2onfromourstorefront–  Sent1of2–  UsingthesecondinMaytopromoteprivateindustrysubscrip2ons

•  ProductSpotlight(50,000+distribu2on):–  HighlightsTC3’s“product”ofchoice;linksbacktoourstorefront–  TC3ispartofagridofproductsfeaturing12–20storefrontstotal–  Sent1of3

•  First3R&Bdistribu2onscaptured182leads—addedtoCampaignMonitor(40%openandclickrates;0unsubscribes)

Roads & Bridges TC3Storefront&ProductSpotlight

Roads & Bridges TC3-BrandedEmail&eNewsle-er

Other Support BGRoleintheOverallCouncil

Inaddi9ontospearheadingthemarke9ngandcommunica9onseffort:

•  Mee2ngfacilita2onandsupport:–  December2015strategicplanningsession–  Administra2vefunc2onsonEBcallsandCommunica2onsandMarke2ng

Commi9eecalls–  Par2cipa2oninannualmee2ngplanning,facilita2on,materials–  Dradreports,e.g.,fortheSCOHtriennialreview

•  Commi9eedocuments:–  Updateandlayoutofstrategicplan,opera2onsguide,bylaws

Thankyouforle\nguspartnerwithyou!

Other Support TC3Commi-eeDocuments

GET INVOLVED

You’re the Experts FacilitatedDiscussion

Helpusgetthemessageout:

•  DoesyourstatecurrentlypromotetheTC3courses?•  Howcanwegettheinforma2onwearepromo2ngout

throughstatechannels?•  IsitpossibletolinktheTC3LMStoyourstate’sintranet?•  Howcanweincreasevolunteerpar2cipa2on:

–  Assubjectma9erexperts(SMEs)–  Incommi9eework

•  Howcanwepromotesupportamongnoncontribu2ngstates?•  Arethereothertoolsormessageswecanusetosupportany

ofourninemarke2nggoals?

Thank you!