TRB’s National Cooperative Highway Research Program Report 742: Communicating the Value of Preservation: A Playbook presents guidance for communicating the value of highway system maintenance and preservation.
The report includes numerous examples and models that transportation agency staff members can use to present to agency leadership, elected officials, and the public to make the case for allocating budgetary and other resources to preserve and maintain the public’s investment in highway infrastructure.
Table of Contents
|Chapter 1. Playbook Welcome||1-17|
|Chapter 2. Building Blocks for Effective Communications||18-18|
|Chapter 3. Audience Identification||19-28|
|Chapter 4. Message Design||29-40|
|Chapter 5. Message Delivery||41-53|
|Chapter 6. Market Research||54-59|
|Chapter 7. Go Create a Campaign!||60-60|
|Appendix A. Example Materials Developed for the Project||61-119|
|Appendix B. Additional Industry Examples||120-152|
|Appendix C. Supplemental Playbook Material||153-169|
|Appendix D. Additional Project Research||170-188|
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