Pennsylvania 2013 Path to Success

1. Pennsylvania 2013Path to Success South Carolina Alliance to Fix Our Roads September 22, 2014 Robert E. Latham

2. Last gas tax passed in 1997. • $500 million in highway monies flexed to fund mass transit. • Act 44 – Failed attempt to toll I-80. • Proposals to sell/lease the PA Turnpike. • Governor who ran on no-tax pledge. • Republican control of both Houses of the legislature with considerable TEA Party influence. Starting Line Massey Powell - February 2014 Pennsylvania Project Overview

3. Strategy Development Massey Powell - February 2014 Pennsylvania Project Overview

4. Developed a vision • Researched public response and messaged to it • Managed the effort • Developed “the ask” - $$$ needed • Focused on “the ask” • Created a broad support network Three Year Strategy Massey Powell - February 2014 Pennsylvania Project Overview

5. Positioning Massey Powell - February 2014 Pennsylvania Project Overview

6. What is your vision for transportation? • How are you talking about the issue? • How are your opponents talking about it? • How does the press/bloggers report it? • Editorial Boards: Support? • What do elected officials say about it? • What do public opinion polls reveal? Issue Positioning Massey Powell - February 2014 Pennsylvania Project Overview

7. Issue Environment

8. Who supports/opposes you? • State budget/spending • Key elections • Key legislative priorities • Coalition’s ability to wage a fight • Are you/they able to sustain long-haul? • Opponent’s ability to derail the issue? • Where is your grassroots support? • Can you attract “non-traditional” support? Issue Environment Massey Powell - February 2014 Pennsylvania Project Overview

9. Mike Ryan Jamie Van Buren Rich Wagman Recruit Industry Leadership Dan Hawbaker Massey Powell - February 2014 Pennsylvania Project Overview

10. Leadership • Staffing • Funding • Public Affairs • Communications • Technology Assess Internals Massey Powell - February 2014 Pennsylvania Project Overview

11. Secure Funding Massey Powell - February 2014 Pennsylvania Project Overview

12. Build Your Team – Fill Needs Massey Powell - February 2014 Pennsylvania Project Overview

13. Assess Politics Massey Powell - February 2014 Pennsylvania Project Overview

14. View of the issue • Overview of the political environment • What are the political challenges? • State budget/spending • Key elections • Key legislative priorities precedent over you • Who do they need to hear from on this issue? • What does a successful political environment look like? Political Leaders FTBA Proposal - March 2014

15. Created an initiative to influence legislators to look at alternative sources of revenue to support the Pennsylvania infrastructure. The initiative was created in order to effectively engage the Pennsylvania public to create needed advocacy . Developed a strategic communications approach: • Improve public perception at the visceral/emotional level through key findings. • Influence public opinion in favor of supporting the state’s infrastructure, through focused and targeted message dissemination strategies. • Increase legislative support through public opinion campaigns and efforts mobilizing local public sentiment. Build a Comfortable Political Environment

16. Survey Research Market Research Understand the Public Massey Powell - February 2014 Pennsylvania Project Overview

17. Core Image Identification

18. I want safer roads for all of Pennsylvania. A 21st Century Pennsylvania Road system means less risk, safer roads, and fewer delays. A 21st Century Road System means… …A better tomorrow. …A better life. …Less congestion. …Fewer repairs. …Safer driving. …Smaller communities thrive/have a chance. …Better connections to the world. Messages to Test

19. Making everyday life more manageable Message Strategy

20. Organize Information Massey Powell - February 2014 Pennsylvania Project Overview

21. One Million Dollars Per Day

22. 2010 study commission identified $3.5 billion per year funding gap 2011 Governor’s Commission identified $2.5 billion in funding opportunities Determine Your Ask Massey Powell - February 2014 Pennsylvania Project Overview

23. Metrics – What Will it Cost Me? Massey Powell - February 2014 Pennsylvania Project Overview

24. Make Metrics Widely Available Massey Powell - February 2014 Pennsylvania Project Overview

25. Recruit Broad Based Support Massey Powell - February 2014 Pennsylvania Project Overview

26. What do you communicate? Massey Powell - February 2014 Pennsylvania Project Overview

27. Seize Every Opportunity Massey Powell - February 2014 Pennsylvania Project Overview

28. State your ask clearly and stick to it. • Actively mold the political environment you need to be successful. • Develop and use information strategically. • Constantly assess new information and its impact on your strategy. • Build the biggest tent you can. • There is no substitute for active and engaged leadership. • Manage resources and expectations carefully. • www.pahighwayinfo.org Lessons Learned Massey Powell - February 2014 Pennsylvania Project Overview

29. Dennis M. Powell Founder/President dpowell@masseypowell.com 610-246-3989 Contact Us Massey Powell - February 2014 Pennsylvania Project Overview