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Communicating About Funding Needs

Communicating About Funding Needs. AASHTO Subcommittee on Transportation Finance Policy (SOTFP) Oct 18, 2013. The Problem. Transportation is severely underfunded, but “appeals for action fall on deaf ears.”. Is this our story?.

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Communicating About Funding Needs

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  1. Communicating About Funding Needs AASHTO Subcommittee on Transportation Finance Policy (SOTFP) Oct 18, 2013

  2. The Problem Transportation is severely underfunded,but “appeals for action fall on deaf ears.”

  3. Is this our story? “Total public spending on the capital needs for highways and bridges was approximately $40 billion [last year]… an additional $16 billion annually is needed just to maintain — not improve— the condition of the nation’s highways at the [current] level.” in 1993 1993

  4. Not much has changed “Combined highway spending by all levels of government at its [current] level of $91 billion is projected to results in a decline in … condition and performance. [To] maintain conditions and performance … would cost $170 billion per year over 20 years.” in 2008

  5. The Report continues on to say… • Highway safety has improved • Operational performance has stabilized • Pavement conditions have improved • Bridge conditions have improved • Transit is almost everywhere • Transit is getting safer

  6. “Should I believe the punditsor my own eyes?” - Washington Post editorial titled, “The US infrastructure argument that crumbles upon examination,” October 31, 2011

  7. But we know there is a problem Peer Exchange Survey Question:“What best describes your DOT’s funding situation?” 21%Adequate for today but worried about the future 79%Not adequate to meet current needs

  8. “In general, thepublic remains receptive to the message that smart transportation investments can make a positive long-term contribution to economic growth, U.S. competitiveness, and job creation. And the public knows it too - Miller Center 2011 report,Are We There Yet? Selling America on Transportation

  9. So why aren’t we heard?

  10. Kurt Vonnegut’s Story Shapes A Man Without a CountryPublished in 2005

  11. Man in Hole

  12. Boy Meets Girl

  13. Cinderella

  14. Kafka

  15. What’s our story shape?

  16. The Miller Report recommends: A positive, forward-looking tone framed around economic growth, jobs, competitiveness and quality of life A well-designed and flexible campaign A focus on building broader engagement

  17. The Four Building Blocks There is a formula Audience Identification Message Design Message Delivery Market Research

  18. The Outcome – Messages that Stick • Show transportation matters • Get transportation recognized • Incubate a network of transportation supporters • Orchestrate a call-to-action

  19. Audience Identificationand Segmentation Who are your customers andhow are their interests related?

  20. Audience Identification Interest/Influence Matrix Promoters Large Latents Supportive Legislators Opposed Legislators ConstructionIndustry Local Officials Local Chambers Influence Apathetics Defenders Local Government Staff Law Enforcement Commuters Small Low High Interest

  21. Market Research Do you really know whatyour customers think? What do they value?

  22. Message Content Creation of concise and compelling messages is as much an art as a science

  23. The Science: What Goes In • DOT environment • Technical information • Customer values • Strategic tie-ins

  24. The Art: Making it Stick • Simple • Unexpected • Credible • Emotional • Stay positive • Story-based

  25. Try a metaphor …

  26. We can’t just focus on the bad roads

  27. We must also prevent the good roads from going bad

  28. Design good charts

  29. Percent of pavement in good condition Customer Expectations: 85% 2011: 82%

  30. Message Delivery How do you effectively reach the most customers?

  31. MessageDelivery How DOTs CommunicateToday….

  32. Internal Presentations The Duct TapeWon’t Last Forever Executive Staff Briefing11/12/10

  33. External Presentations Contractors Association Meeting Joe SpallingDOT Pavement Professional

  34. Brochures, Reports and Handouts

  35. Websites

  36. Press Releases

  37. Op-Eds

  38. YouTube/Video

  39. Social Media

  40. Smart Phone Apps?

  41. Surround Sound is the Key!

  42. Top Lessons fromLast Year’s Peer Exchange • Talking meaningfully about very large numbers can be difficult • Including projects in the discussion is often inevitable • Start communications effort early • Identify and neutralize opponents • Communications strategy should rise to the executive level

  43. Top Lessons fromLast Year’s Peer Exchange • Focus groups can be very helpful • If credibility is your problem, address that first • When you present data, use solid visualization techniques • Get your stakeholders on board – let them do the talking for you

  44. Additional Discussion Q’s • What haven’t we talked about? • How do the experiences we talked about in Minnesota compare with the lessons learned? • Does the current political environment change anything? • What might AASHTO do to support improved communication?

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