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OCR for page 51
Guidebook
48
Communicating the Value of Transportation Research
2
Study
Northwestern University
Case
New Bridge Steel
Value to Sell: Beneficial properties of a new steel.
Context Content
The type of steel used in bridge construction Northwestern University gained approval for its new
is extremely important. Before investors and steel through a combination of scientific data (years
transportation entities will fund the use of new of research testing) and a brand champion. A senior
steel, research must prove the steel is reliable, metallurgical engineer in IDOT's Bureau of Materials
durable, and feasible. Researchers at Northwestern and Physical Research contributed credibility to the
University succeeded in developing Northwestern project because of his status as a well-respected
University copper, a new A710 Grade B structural expert in the field. Through the use of scientific
steel. Its properties make it cheaper to produce, less reasoning and credible proponents, Northwestern
expensive to maintain over the life of the structure, University was able to introduce the new steel in
and equally as durable as the steel currently used smaller projects. This application confirmed the
in bridge construction. Despite these advantages, laboratory results and ultimately paved the way
the challenge facing Northwestern was to sell the to using Northwestern University copper for a full
value of the new steel. To prove the new technology bridge application.
was useful, a steel bridge on State Route 83 (ILL-83)
over a rail line near Lake Villa was constructed as the Channel and Style
culmination of 10 years of research, collaboration, The communication channel best suited for the
communication, testing, and, finally, gaining IDOT ILL-83 bridge case study was personal, face-to-
approval to use the new steel. face interactions among professionals with shared
activities and interests. Presentations of research
Strategy and lab results at technical conferences was another
The developers of Northwestern University avenue for communication that provided a forum
copper demonstrated the benefits of their new for researchers and potential users to interact
steel to builders and decision makers through a personally. Additional methods of communication
variety of methods. They tested the steel under included media coverage generated by news
laboratory conditions and gained acceptance of releases and more comprehensive stories from the
the new steel in a retrofit project of the existing public relations unit at Northwestern University, and
Poplar Street bridge. Based on consistent testing written papers and reports in scholarly, professional,
and demonstrated advantages, the new steel and trade publications. While the implementation
was approved by the Illinois Department of of research results was successful, this case study
Transportation (IDOT) and ultimately used in the illustrates the challenges involved in changing
ILL-83 bridge. practices within an established field. The active
support of a brand champion, the standardization
as A710 Grade B steel, and the persistence of the
developers were key factors in overcoming the
obstacles.
