Module 11: Communicating the Value of TSMO

1. Module 11:Communicating the Value of TSMO Regional Operations Forum Franklin, TN May 21-23, 2019 

2. Session Purpose • Introduce Communicating the Value of TSMO • Provide understanding of: • What is Communicating the Value of TSMO about? • Why is it important? • What are the benefits? • Leadership actions for communicating

3. What is Communicating the Value of TSMO? • Conveying key messages to various audiences to help them understand why TSMO is valuable • Benefit:Cost • Articulating the business case for TSMO • Story (e.g. Starbucks)

4. Words Can Make the Difference • Transportation Systems Management and Operations • TSMO • Management and Operation • Operations • Managing the system How does your agency talk about it?

5. Why is it Important? • Creates understanding of the need to manage transportation system • Advances knowledge and acceptance of TSMO as tool for managing transportation • Drives investments toward TSMO strategies • Builds and sustains a TSMO culture Photo from MnDOT

6. What are the Benefits? • Generates support from key stakeholders • Demonstrates efficiency and effectiveness of TSMO strategies • Impacts need to be demonstrated and explained to gain support and acceptance • Presents agency as a good steward of public resources • Choosing solutions that best address problems within constraints

7. Leadership Actions for Communicating • Define and know your audience • Build the case • Identify opportunities to engage

8. Define and Know Your Audience • Who is your audience? • Elected officials and regional leadership • Agency leadership • Field personnel • Other functional areas • Partner agencies • Private sector • Media • And the public too! Recommended Product SHRP2 L17 Business Case Primer: Communicating the Value of TSMO

9. Define and Know Your Audience • Understand their interests and concerns • What operational issues (e.g. congestion, safety, access) have they talked about most? • Are their responsibilities long or short-term? • What areas of responsibility are most important to them?

10. Know Your Audience Maintenance Operations – Pavement markings/striping for CAV Will Anything Change For Me? This Photo by Unknown Author is licensed under CC BY-NC-ND

11. Know Your Audience – Public Stakeholders • Identify and Prioritize Critical Partnerships for TSMO Program • Understand the Stakeholders’ Perspective • Understand and explain the Win-Win opportunities • Build Trust – Do your part

12. Communicating with Partners & Stakeholders • Demonstrate your commitment – Fund Projects & Programs of mutual interest • Leverage existing relations – people and institutional • Joint training, workshops, after-action reviews, • Formalize Partnerships – MOUs, Agreements

13. What is our message and why would it matter to them? • Overall Message - Connecting the DOTS thru’ TSMO • Understanding the business functions and priorities of our audience • Show the synergies and the win-win with TSMO • Identify the Champions, Leaders and Difference Makers and Engage them • Demonstrate your commitment for projects/ programs of mutual interest • Formalize Business Processes & Partnerships

14. Know Your Audience – Travelling Public Customer Education & Engagement is Very Important See it thru’ the Customer’s Eyes and Tell Your Story CC BY Roadshows, Tours, Community Events, Project Workshops Websites, Social Media, Newsletters Brochures

15. Define and Know Your Audience: Elected Officials • What do we know about them? • Limited time to address any issue • Their own interest areas • Very dependent on staff for details • Interpersonal relationships key to getting things done • Like to be given credit and recognition • Sensitivity to fiscal constraints • Jargon—elected officials prefer “plain speak” • And remember – elected officialslike to get re-elected!