Implementing Transportation Knowledge Networks (2009)

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21 Overview The ability to move forward with the vision for TKNs depends on establishment of a broad base of support within the target market segments. The outreach strategies implemented in this project began the process of building this support. A central element of the outreach strategy was to identify and enlist a network of key champions who understand the vision and the benefits to be gained from TKNs and who are in a position to advocate for TKN implementation. This network of key champions could include representatives of the target markets to be served: U.S.DOT Administrations, state DOTs, MPOs, universities, and LTAP/TTAP Centers. It could also include RITA and NTL representatives who would play a lead- ership role in TKN effort. The focus of the outreach activities has been state DOT leadership and planners and the leadership of the UTCs. Members of the transportation library and research com- munities bring a greater degree of support for enhanced infor- mation services and greater familiarity with the TKN concept than others within the target market organizations. Those in senior management positions need to be educated about what TKNs are, what services they will provide, and how these serv- ices will benefit their organizations. Therefore, the focus of the outreach activities was on education about TKNs outside of the library and research communities. Key outreach activities included the following: • A communications toolkit was developed that includes pre- sentations and briefing materials for use by those involved in outreach activities. • The content of the business plan was publicized on a proj- ect Web page and key audiences were notified about the materials through targeted e-mail lists. • Briefings about the TKN initiative were provided at selected transportation conferences and meetings including the TRB annual meeting, the AASHTO spring meeting, and the CUTC annual meeting. • One-on-one briefings were conducted with senior trans- portation managers who are in a position to champion the TKN initiative. • A focus group was held to obtain detailed feedback on the TKN portal concept. Outreach Activities and Deliverables Specific actions and deliverables undertaken are summarized below. Detailed outreach materials are provided as appendices to this report. Action Step 1—Develop Communications Toolkit Objectives: Develop materials for team and panel mem- bers to use with key stakeholders. Publicize the project and the communications toolkit within the transportation community. Deliverables: • Web site for the NCHRP 20-75 project, including FAQs, related links, the draft business plan, and the outreach materials (presentations, one-pager, audio testimonials). • Project Overview. This overview was originally developed for the January 2008 TRB annual meeting, and was subse- quently refined for use at the AASHTO SCOH meeting in May 2008, and for individual interviews and focus groups in July and August 2008. A shorter version was developed for use following completion of the project. • Mock-up of the home page of a one-stop shopping portal Web site. • Overview presentation of the TKN business plan. • Two narrated slideshows illustrating how TKNs could help in two information-seeking scenarios, one on incident response and the other on mileage-based user fees. • Audio testimonials from four leaders in the transportation community and an associate professor at the School of C H A P T E R 5 Summary of Transportation Knowledge Network Outreach Activities

Information Studies at Syracuse University about their perspective on the need for TKNs. Action Step 2—Outreach at Professional Meetings Objectives: Create awareness of and support for the business plan among key stakeholders. Deliverables: • Informal briefings on the project at the AASHTO Informa- tion Systems meeting and the AASHTO Standing Com- mittee on Quality meeting. • Briefing at the LIST Committee meeting at the summer TRB meeting. • Presentation about the TKN business plan at a Trans- portation Library Connectivity Pooled Fund Study annual meeting. • A one-page overview of the business plan distributed at several meetings during TRB week. • Materials prepared for a project briefing at the AASHTO spring meeting of the SCOH. • A brief (four question) follow-up survey of AASHTO SCOH was conducted to obtain feedback on the TKN con- cept. Twenty-eight responses were received. Full results are included in Appendix D. Key findings were as follows: – 86% of respondents felt that a transportation knowledge network/information portal will add value for transpor- tation agencies; remaining respondents answered “don’t know” to this question. – The three most compelling arguments (of nine options provided) for TKNs were (1) providing one-stop shop- ping to make searching for transportation information easier, (2) creating opportunities to reuse/adapt analy- sis tools and reports developed at peer agencies, and (3) improving ability to keep up with what peer agen- cies are doing. – The least compelling arguments were (1) current invest- ment in transportation information services is very low compared to other fields and (2) the need and ability to capture institutional knowledge before employees leave or retire. • Presentation was delivered at a CUTC meeting. Action Step 3—Hold a Focus Group for a Specific Target Market Objectives: Walk through the portal concept with a group of transportation professionals to find out what fea- tures and content they would find most valuable and edu- cate them on the efforts under way to develop a portal and services. Deliverables: • A focus group was conducted via conference call and the Internet. The purpose of the call was to gather reactions to (1) elements of the business plan, (2) tools that could be developed to assist in the search for information, and (3) the process for procuring and maintaining information resources. The invitation was sent initially to about twenty members of the AASHTO Standing Committee on Plan- ning (SCOP). Three states responded, and members of the research team followed up with others to obtain represen- tation from five states. Planning representatives from Alaska, Idaho, Michigan, Oregon, and Virginia DOTs par- ticipated in the focus group. Generally, the participants liked the idea of TKNs and an information portal, provided the resources were available to develop and maintain them. All emphasized the need for sharing of information with peers and the importance of the portal being comprehensive and up to date. Topic areas of interest included revenue generation, privatization, cli- mate change, reauthorization, and multimodal tradeoffs. One participant suggested that having multiple individuals involved in leading topics would provide a balanced and diverse set of perspectives. Some discussion arose regarding the regional TKN model. Participants understood that this could be an effective way of building on existing connec- tions across transportation organizations, but they raised question about whether three regions would be sufficient. Participants also pointed out a need for incentives and sim- ple processes for information sharing, indicating that every- one knows it is the right thing to do, but that it is difficult to make time for it. • See Appendix E for the full summary report. Action Step 4—Individual Meetings with Key Stakeholders Objective: Facilitate a common vision and ownership of the business plan among identified key stakeholders. Deliverables: • Talking points and specific questions about the political, financial, and marketing challenges. • Individual briefings between research team members and representatives from the following agencies: KDOT, PennDOT, Mn/DOT, CalTrans, and the University of Texas Center for Transportation Research. 22