Communicating The Value of Preservation · Communicating The Value of Preservation ... Latents...
Transcript of Communicating The Value of Preservation · Communicating The Value of Preservation ... Latents...
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Communicating The Value of Preservation
Anwar Ahmad, P.E. Senior Bridge Preservation Engineer
FHWA Office of Bridges and Structures
Washington, DC
April 22, 2014
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NCHRP Report 742
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The Objective
• Preservation Is a Growing Issue Across the
Nation
• Preservation Challenge Is a Hard Sell for
Audiences
• DOTs Must Rethink Preservation Communication Practices
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The Four Building Blocks
• Audience Identification and Segmentation • Market Research • Message Content • Message Delivery
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Audience Identification and Segmentation
Who are your customers and how are
their interests related?
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Checklist of Critical Activities • Set up audiences brainstorming session • List potential audience elements • Divide audiences into segments • Assess audience segments • Use stakeholder interview-based market research • Prepare refined final list of audience segments • Prepare interest/influencer matrix (optional)
Audience Identification
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Step 1: Identify Audience Segments
• Elected officials • Local officials (Non-elected) • Freight dependent industries • Business groups • Industry partners • Transportation advocacy coalitions • General public
Potential list of a typical DOT’s audience for its maintenance and preservation messages
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Step 2: Assess Audience Segments
• Motivation for action? • What do they care about / what words resonate? • Their trusted sources of info? • Effective methods for communicating?
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Step 3 - optional Interest/Influence Matrix
Interest
Influence
Small
Low
Large
High
Supportive Legislators
Local Chambers Local Officials Construction
Industry
Local Government
Staff
Commuters
Law Enforcement
Opposed Legislators
Latents Promoters
Apathetics Defenders
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Market Research
What do your
customers value?
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Market Research
• Can be done in all phases of a communication campaign – Formative Phase – Pre-test Phase – Monitoring/Evaluation Phase
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Market Research
• Gathering of audience or stakeholder data, input, and feedback
• Data ranging from simple comment cards used at a public meeting, to elaborate focus group efforts or polls
• Can be helpful at all stages in a communications campaign (Formative Phase; Pre-test Phase; Monitoring/Evaluation Phase)
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Message Content
How do you create concise and
compelling messages that appeal to
the emotions and interests of your
audience?
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Message Content Design
• Creation of communications materials is as much an art as a science
• Built on a strong analytic foundation
• Cut through the clutter • Succinct and resonate with the
audience on an emotional level.
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A slogan and logo example
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Metaphor Example…We can’t just focus on the bad bridges
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We must also prevent the good bridges from going bad
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Use images and fewer words
Worst First
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49
.2%
62
.2%
58
.4%
51
.7%
60
.7%
69
.9%
67
.9%
85
.1%
83
.2%
90
.1%
97
.3%
97
.0%
94
.7%
96
.9%
94
.0%
14
.0%
7.4
%
12
.2%
17
.9%
0.5
%
1.0
% 0
.0%
1.2
%
43
.4%
57
.6%
49
.4%
60
.1%
66
.3%
63
.1%
78
.7%
69
.8%
72
.2%
89
.6%
93
.1%
89
.2%
88
.4%
85
.6%
19
.3%
11
.6%
16
.2%
7.4
%
6.6
%
5.3
%
7.3
%
4.4
% 0.7
%
0.8
%
0.7
%
0.0%
10.0%
20.0%
30.0%
40.0%
50.0%
60.0%
70.0%
80.0%
90.0%
100.0%
1983 1984 1985 1986 1987 1988 1989 1990 1991 1992 1993 1994 1995 1996 1997 1998 1999 2000 2001 2002 2003 2004 2005 2006
Per
cen
t o
f sy
stem
mile
s in
per
form
ance
leve
l
Interstate PL-1 Interstate PL-3
PL-1 are pavements in good condition
Design easily understood charts
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Percent of bridges in good condition
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
1985 1990 1995 2000 2005 2010
Customer Expectations: 85%
2011: 82%
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How do you effectively reach the
most customers?
Message Delivery
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No matter how clever the message is, without the right message delivery
mechanism – your message won’t reach the minds of the right people at the right
time and motivate them to action
Message Delivery
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How DOTs Communicate
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3 Message Delivery Categories
• Direct Contact • Traditional Media • New Media
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The Duct Tape Won’t Last Forever
Executive Staff Briefing 11/12/10
Internal Presentations…
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Logo and Tagline…
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Contractors Association Meeting
John Smith DOT Bridge Management Professional
External Presentations…
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Handouts…
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Websites…
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Press Releases…
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YouTube/Video
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Social Media
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Smart Phone Apps?
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The Outcome – Messages that Stick
1. Show transportation matters 2. Get transportation recognized 3. Incubate a network of transportation
supporters 4. Orchestrate a call-to-action