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AASHTO’s National Marketing Campaign

AASHTO’s National Marketing Campaign. Using Targeted Marketing and Coalitions to Win Public Support Paula Hammond Secretary, Washington DOT Chair, AASHTO Marketing Task Force. Building Support for Transportation. Marketing Campaign Game Plan. Working with the State DOTs, provide:

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AASHTO’s National Marketing Campaign

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  1. AASHTO’s National Marketing Campaign Using Targeted Marketing and Coalitions to Win Public Support Paula Hammond Secretary, Washington DOT Chair, AASHTO Marketing Task Force

  2. Building Support for Transportation

  3. Marketing Campaign Game Plan • Working with the State DOTs, provide: • Communications tools • Core messages • Strategies • Promising practices  • Build coalitions of support with key influencers, including: • State, local and federal officials • Non-profit and trade associations • Labor and the corporate community

  4. Moving Quickly; Working Smart • April – America’s Transportation Awards competition launched • May – Formal Initiation of Marketing Campaign • July – Bridging the Gap Report • September – Response to Highway Trust Fund crisis; email state news to Congress

  5. Launching:What the New President and Congress Should Know… • At Annual Meeting • Video interviews • Comment cards • Our website: IToldThePresident.org • Communications Tool Kit for State DOT PIOs and Communications Coalition

  6. Upcoming: Transportation TV/Web • AASHTO’s own web channel, content on, about and for transportation • Weekly newscasts • Posted interviews with transportation champions • Videos and webcams • People stories • Links to state and partner videos

  7. Coming Up • Release of key reports on finance, road conditions, freight and rail • Three-week display of the America’s Transportation Award nominees at Union Station in Washington, DC • National Campaign Roll Out

  8. Keys to Success • Localize and personalize • Cut through the clutter with strong messages • Insert key campaign talking points into speeches, testimony, media interviews • Build strong coalitions of support within each of our industries

  9. Using the Right Message • Finding the “right words” to convey the importance of transportation • Consultant on board – • Key messages and a “tag-line” will be used throughout the campaign and by a variety of users, including state DOTs, legislators, and partners

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