Rebranding TCAPP to PlanWorks (2014)

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C-37: Rebranding TCAPP P a g e | A1 APPENDIX A: INITIAL MARKET RESEARCH

C-37: Rebranding TCAPP P a g e | A2 Fundamental Views from Stakeholders: What We Heard What’s the primary value of Transportation for Communities—Advancing Projects through Partnerships (TCAPP) for Departments of Transportation (DOTs) and Metropolitan Planning Organizations (MPOs)? • TCAPP is a great in-depth reference guide. - Users can see the overall planning process and how steps relate to each other. [This is the] only place this overview is available. - TCAPP is “armchair reading” for planners. The corridor component of TCAPP may be more useful than the long-range planning component—maybe emphasize the corridor tool in marketing. - Incorporates lessons learned from 23 projects. - TCAPP is a reference for how to do good planning. It helps planners avoid having to reinvent the wheel, or it can be used as a checklist for ensuring that important steps are not missed. • TCAPP helps public agencies avoid delays because it’s a systematic and predictable way of planning projects. - TCAPP offers “a predictable and systematic collaboration process for agencies to navigate project development and get projects done more quickly.” But be realistic: TCAPP is not going to cut project development time in half, although it will help avoid delays. Time savings are an important benefit to emphasize. But TCAPP can't guarantee that a project will always be delivered faster or cheaper. - A road map for efficient and effective collaboration. Some describe TCAPP as a “Cliff’s Notes” product. - Comprehensive set of guidelines (really good information). • TCAPP increases collaboration. - Method for getting everyone on the same page (i.e., it helps avoid surprises and builds faith among participants). - Establishes that collaboration will be a primary function of the planning process. Who are the primary targeted users? Without question, DOT and MPO staffs were identified as the primary targeted users. Some comments to further segment that group were also provided.

C-37: Rebranding TCAPP P a g e | A3 • DOT and MPO staffs, especially planners and project development staff, are the primary targeted users of TCAPP. - Think about the potential TCAPP audience as including practitioners with either a high, moderate, or limited knowledge about planning. TCAPP will really resonate with the middle group. State-of-the-art practitioners can be advocates. - Aim for agencies that are in the “middle of the pack.” Top-tier agencies are already doing TCAPP. Good for MPOs and DOTs. - Planners might be more apt to use TCAPP but project developers would gain greater benefit. - Planning staff through right-of-way staff. - Corridor study team. • States with expansion projects: states with new roads on new locations or widening existing roads are more likely to be TCAPP users than states that are focused on preservation. • Consultants could be another primary market and should not be forgotten. How do you best communicate with primary targeted TCAPP users? A number of traditional and new ideas emerged from the interviews, including: • Employ the usual channels, including professional associations and training: - Annual Transportation Research Board (TRB) meeting panel sessions. - Association of Metropolitan Planning Organizations (AMPO) and National Association of Regional Councils (NARC) conferences. Note: NARC has a “Transportation Thursdays” email bulletin. - TRB webinars. - Other important organizations include National Association of Counties (NACO), National League of Cities (NLC), and National Association of Development Organizations (NADO). • Better Google search results are needed so that TCAPP comes up when terms like “corridor planning” are used and the brief search result needs to provide a clear indication of what TCAPP is in search results text. • Biannual Transportation Planning Applications conference. • Articles in periodicals like Urban Transportation Monitor. • Endorsements by American Planning Association (APA), American Association of State Highway and Transportation Officials (AASHTO), and similar organizations would be powerful.

C-37: Rebranding TCAPP P a g e | A4 • Incorporate into graduate school curricula as a teaching tool. • Use potential LinkedIn group discussions with key TCAPP users to help increase outreach and education on the values of TCAPP. • Perhaps purchase targeted ads on Facebook and LinkedIn. How important are government stakeholders (e.g., resource agencies) to TCAPP’s success and why? While respondents indicated that resource agency personnel are very important because projects can often get hung up in the approval process, resource agency personnel probably aren’t the central users of TCAPP. Respondents said that it’s more important to DOTs and MPOs as users, because resource agencies don’t have a vested interest in, or time for, TCAPP. In terms of communicating with resource agencies, respondents pointed out that there are “an infinite number of resource agency folks, so it’s hard to communicate with them,” and recommended that a top-down communication approach would be the most effective approach. 1. What are the best selling points of TCAPP? Respondents reported that there are multiple selling points for TCAPP, and each of these selling points is valid to the person who reported it. One of the important aspects of the focus groups is to test the various points and assess which points are most meaningful to broader audiences, under various scenarios. Some responses duplicated the responses from Question #1 (what’s the primary value of TCAPP): • TCAPP is not just a website, it is also a process. Offers an “encyclopedia.” Think about looking at the 23 “stuck” projects that were used to draw on “lessons learned.” • It shows the planning process from top to bottom to make more efficient and effective decisions. • It recognizes that everyone has a role in the decision process. • It helps practitioners know what data to gather for decision makers. • It’s a portal to broader research. TCAPP is based on 23 case studies. There’s $12 million to $15 million in embedded research in TCAPP. • Helps users get the right people, at the right time, with the right information to make better decisions. • Helps professionals get projects unstuck—or helps avoid getting projects stuck • TCAPP does not have an all-or-none philosophy; users can use just a portion (and people need to see that value—and see how to do that). - Troubleshooting tool. • It provides easy access to research, in that it’s on your desktop.

C-37: Rebranding TCAPP P a g e | A5 • This is a “how to” reference tool, not a mandate. Emphasize that TCAPP can help by making planning decisions stick, minimizing redos, and building consensus. Lastly, emphasize that it is free! Why spend lots of money on high-priced consultants when the answers are already in TCAPP? • “We used it and it saved us time and money.” • “We used it and it helped us establish longer term collaborative relationships.” • “We used it and it helped us establish the entire planning process early on.” • Creates a neutral source for information. TCAPP can shorten the overall process for projects, but it may not shorten the long range planning process. • It’s free! 2. What are the barriers or threats to greater use of TCAPP? Every person interviewed indicated that navigating the TCAPP website is difficult and that the breadth, depth and complexity of the information provided can be “overwhelming.” Most responses could be categorized into one of seven areas: • Hard-to-navigate website was identified as the top barrier to greater use of TCAPP. - Users need to be able to know where they are while moving around the website—and right now, you can’t track where you are. - Users need to be able to save their settings, so when they return they don’t have to start all over again. - The stakeholder assessment tools and other kinds of checklists need to be developed or made easier to find. - Difficult to start using TCAPP: It can be difficult for users to see themselves in the tool. If users have a specific problem, it’s difficult to intuitively figure out where within TCAPP to go for guidance. - It wasn’t designed with the user interface in mind; rather, it is a systematic organization of process. - The search function is very limited. • The size and complexity of the information provided in the TCAPP website is “overwhelming.” - While some respondents said they think TCAPP tries to “be all things to all people,” others respondents pointed out that it isn’t all things for all people. For example, if a DOT or MPO staffer wants information regarding a funding problem, TCAPP doesn’t offer that sort of information. - Also, it was pointed out that some respondents have concerns that if TCAPP is simplified, that quality will be lost. Rather, they suggest the focus should be on drawing the audience into TCAPP. - One respondent asked whether the programming element of TCAPP is needed, as DOTs and MPOs already know how to program projects.

C-37: Rebranding TCAPP P a g e | A6 • TCAPP doesn’t tell a user what to do; rather, it illuminates the decisions that need to be made and what data the user should gather for those decisions to be made. - It’s been developed to be nationally appropriate; there are pathways, but no answers. - It’s a way to get started, but users have to tailor it. - For users who come to the site expecting or hoping for answers, the question- driven approach may be difficult too comprehend or seem like too much work to understand, especially given the navigation issues. • Following TCAPP usually requires some change, and some users are resistant to change. - Some practitioners already think they do planning well and don’t need TCAPP. They’ll have to be convinced that there’s a better way. There’s a natural resistance to change. • Other agency challenges may prevent or reduce the use of TCAPP. - Some respondents reported that practitioners are stretched so thin that they don’t have resources to do business in a new way. - Some respondents said that they’re interested in picking and choosing what to use from TCAPP. Due to time and staff resource constraints and because what they’re doing is already working, unless there’s a dramatic problem, they wouldn’t use all of TCAPP. - Fewer DOTs are building capacity projects that can benefit from TCAPP. - This way of focusing on capacity seems outdated. It’s a problem that there isn’t a strong linkage to operational strategies. • The name “TCAPP” was identified as a problem. - There’s a big problem with the name TCAPP, which doesn’t make it clear what TCAPP does. • There’s an inability to demonstrate TCAPP’s effectiveness.

C-37: Rebranding TCAPP P a g e | A7 Table A.1. Audience profile by organization Who? Why? Potential Interest Level? What Do They Need to Know? How Do They Receive Information? What Do We Want Them to Do? DOTs Need a framework for project development and delivery that results in fewer projects that get “stuck” in the pipeline High TCAPP provides an easy- to-use, systematic, and predictable method of project implementation. Federal and state directives, professional organizations, technical publications, peer-to- peer Use TCAPP to inform project development and implementation with given resources. MPOs Need planning resources that are organized and logical High TCAPP highlights the overall planning process and outlines the questions that must be answered to avoid getting stuck. State directives, community action groups, environmental regulations Use TCAPP to address long-range transportation needs. Resource Agencies Want DOTs and MPOs to have clear expectations of permitting processes from the beginning Medium TCAPP facilitates collaboration between resource agencies and planning and engineering groups. Federal and state directives, environmental regulations, requests for information from DOTs, MPOs, and consultants Use TCAPP to address environmental concerns at the planning level and engage organizations in the permitting process. Local Government Need a road map to efficiently coordinate with many organizations Medium TCAPP encourages efficiency and cooperation throughout all levels of the planning process. State directives, constituent feedback Use TCAPP to streamline project delivery from the planning stages. Consultants Want a guide that outlines key decisions and deliverables, because time is money Medium That their clients value TCAPP. Professional organizations, technical publications, client (DOTs) directives Use TCAPP as a resource manual to model their own projects after Stakeholders Want to participate and be heard in their community Low TCAPP emphasizes community involvement in transportation decision making. Local government, neighbors, community action groups, press Use TCAPP to educate themselves about the planning process

C-37: Rebranding TCAPP P a g e | A8 Table A.2. Audience profile by responsibility level Who? Why? Potential Interest Level? What Do They Need to Know? How Do They Receive Information? What Do We Want Them to Do? Directors/ CEOs Need proven methods for project planning with easy-to-follow blueprints for project delivery Low TCAPP provides an overview of the planning process and allows users to dive into the areas that interest them Government directives Endorse the use of TCAPP in their organization Project Managers Need a systematic approach for steering their project through the planning and permitting phases Medium TCAPP develops a project timeline to identify problems early and work to resolve them in a timely manner Directors, professional organizations Use TCAPP to track projects and address potential challenges Staff Need resources to resolve project challenges and stay on track for project performance High TCAPP highlights case studies where organizations used TCAPP to get their projects through actual and potential hang-ups Project managers, professional organizations, technical publications, colleagues, and peers Use TCAPP as a model for working through the planning and permitting process Students Need introduction to the planning and permitting phases of project development Medium TCAPP collaborates with many organizations that are involved in project implementation Educational and professional mentors, student professional organizations Use TCAPP to learn about the planning and permitting process

C-37: Rebranding TCAPP P a g e | A9 Table A.3. Audience profile by function Who? Why? Potential Interest Level? What Do They Need to Know? How Do They Receive Information? What Do We Want Them to Do? Planners Need an accessible blueprint for planning at large and small scales (overview and detailed action steps) High TCAPP outlines the entire planning process with recommendations based on successful case studies Professional organizations, colleagues and peers, government and organization directives Use TCAPP as the go-to guide for planning Engineers Want a reference that outlines each step in the planning and permitting process Medium TCAPP highlights important milestones and presents questions to be addressed Professional organizations, colleagues and peers, organization directives Use TCAPP to steer projects in the right direction Public Affairs/ Communications Professionals Need a framework to communicate the planning and permitting process to stakeholders and involve them in those processes Medium TCAPP provides a transparent tool outlining the planning and permitting process Client directives, professional organizations Use TCAPP to educate stakeholders about and involve them in the planning and permitting process Environmental Professionals Want an easy-to- follow inventory of the permitting process Medium TCAPP defines the timeline for gathering data and completing documentation Professional organizations, colleagues and peers, government and organization directives Use TCAPP to coordinate environmental issues and applications

C-37: Rebranding TCAPP P a g e | A10 Obstacles and Opportunities Drawing from the interviewee responses, the Burns & McDonnell C37 team has identified several obstacles and opportunities that could hinder or accelerate TCAPP’s progress toward becoming the go-to resource for information about transportation planning and project development. Obstacles Currently, the Burns & McDonnell team sees four major obstacles to broader use of TCAPP and the development of a successful strategic marketing plan. Those obstacles include • Website navigation is a major concern: Users want to be able to drop in and out of TCAPP easily and modify the tool for their own use. The top concern noted about TCAPP is that it is difficult to navigate through the different hierarchies and to know where users are in the website. For example, in one pilot, staff did not share TCAPP with stakeholders but generally used it as a behind-the-scenes checklist. However, another group reported actively using the stakeholder checklist at every meeting. There is a challenge to market TCAPP as a drop-in, easy-to-modify tool given the concerns that have been expressed about the navigation. • No definition of TCAPP: There isn’t a clear consensus among the developers and partners of TCAPP as to what TCAPP is. A sample of how interviewees describe TCAPP includes - It’s not a process—every state has its own process; it’s a set of decisions. - It’s a knowledge transfer system. - It’s a decision support tool. - It’s a web tool and a change in business processes which have been in place for a long time and will be difficult and expensive to change. - It’s like marketing an encyclopedia with easy access, but there’s a navigation problem. A unified, easy-to-understand definition of TCAPP is needed to effectively market the product. The Burns & McDonnell C37 team will develop and test TCAPP definitions with focus groups to assess which are the most compelling. Users need to know what TCAPP is so that they can identify the benefits that flow from TCAPP. It will be important to cultivate a shared sense of what TCAPP is with existing users and partners. Without a shared sense of what TCAPP is, any potential marketing will be limited by the ambiguity.

C-37: Rebranding TCAPP P a g e | A11 • TCAPP doesn’t address some of today’s most pressing challenges. As the team moves beyond the partner and developer interviews and begins interviewing critical audiences, some of the feedback being heard is that the most pressing problems transportation professionals face go beyond navigating the planning process into resource constraint issues. Critical audiences are saying things like: - Many states don’t have extensive expansion programs due to funding constraints, so professionals are looking for a desktop tool with information to help them understand, select, and implement approaches to better manage travel demand within the existing footprint. - Agencies need to deliver commitments made in the environmental process through construction. The environmental process includes public outreach and all the collaborative efforts involved in reaching the Record of Decision (ROD) and then continuing those assurances until the project is fully delivered. TCAPP should address the entire process from beginning to end. As one interviewee noted, “Most of my work is now in the design/build environment. Getting to the ROD is an important milestone, but I face potential legal challenges during construction. TCAPP stopping at the environmental process doesn’t address my most important concerns.” - Funding has emerged as a major challenge that needs to be addressed in the TCAPP process. Uncertainty at both the state and federal levels as to the amount of money, the need for transportation plans to be fiscally constrained, and the unknown impacts of how funding categories will ultimately be configured are just some of the funding issues TCAPP needs to address. - Most agencies are faced with delivering more projects with fewer people, so TCAPP must be seen as a way to help existing processes work better. There is a real sense that those working in the trenches “don’t have time to learn a new process,” which is greater than just the typical resistance to change. Much like a political campaign, the marketing plan must educate highly targeted potential users on why it is worth their precious time to learn more about TCAPP. • No budget has been set for marketing TCAPP. The Burns & McDonnell team understands it is not possible to identify the marketing budget today, but that issue needs to be kept in the forefront so that as possible answers begin to emerge, the team can take that information into account. Awareness-building activities and materials, as well as direct user support, will likely be necessary to implement TCAPP to the fullest extent possible, and the Burns & McDonnell team wants to develop a marketing plan that is practical, not overblown.

C-37: Rebranding TCAPP P a g e | A12 Opportunities In addition to obstacles, the team has also identified opportunities for marketing TCAPP that need to be tested with the focus groups. While not all of these ideas may be carried forward into the draft marketing plan, they are presented here to gather the initial reactions from the SHRP 2 Capacity Technical Expert Task Group (ETG C37). • Change the name to something that resonates. The transportation industry is full of acronyms, making it difficult to convey the emotion and benefits of a program or product. The Burns & McDonnell C37 team will develop and test new names and logos with the focus groups to brand TCAPP in a more memorable way that better connects the name to the definition and benefits of TCAPP. • Expand the universe of possible users. While many interviewees indicated that they think TCAPP has a very broad market, the reality is that we’re probably talking about less than 1,000 primary users of TCAPP from DOTs, assuming each DOT could cultivate 20 primary users. Therefore, the marketing plan must not be overly DOT-centric. A few interviewees pointed out that it is important to fully explore MPO, local government, and consultant communication vehicles, because members of these groups could also become primary users. • Home in on the most likely users. For example, a survey respondent indicated that he had found TCAPP less helpful for “seasoned MPO” staff and wondered if staff from smaller MPOs might have a greater benefit from using TCAPP. Testing audiences during the focus group meetings will help identify and prioritize key audience segments so that the marketing plan focuses on the most likely targets. • Use actual projects to make TCAPP real. As interviewees noted, TCAPP is a complex tool and people struggle to translate the concepts in the website to their reality. We must use real projects to show how TCAPP works in action. • Build instant TCAPP success stories. Turn the projects that served as the model for TCAPP into the first generation of success stories; this helps to address the problem of having only four TCAPP pilot projects to showcase. According to the interview sources, dozens of projects from around the country served as models for various elements of TCAPP and will provide a deep bench of credible evidence that TCAPP works in the real world, too. • Create peer-to-peer advocacy. Build TCAPP’s marketing around the words of actual planners in real MPOs and DOTs who have steered the important aforementioned projects. Use carefully selected quotes, copy, and images to let them tell their peers,

C-37: Rebranding TCAPP P a g e | A13 “TCAPP is my project.” Word-of-mouth endorsement carries great weight among TCAPP's audience and is likely to be far more compelling than theory alone. • Use a “problem-to-solution” story arc. Create positive messages that draw people in, with examples showing typical problems being solved with TCAPP. These storylines relate to potential users in their day-to-day job functions, but showcase how using TCAPP made solving the problem easier. • Avoid an “everything but the kitchen sink” approach. Use the testimony of planners and the story of their projects sparingly; highlight a particular aspect of any individual project rather than overloading readers’ minds by making every project a beginning-to-end testimonial.

C-37: Rebranding TCAPP P a g e | B1 APPENDIX B: FOCUS GROUP RESULTS

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C-37: Rebranding TCAPP P a g e | C1 APPENDIX C: ELECTRONIC SURVEY

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C-37: Rebranding TCAPP P a g e | D1 APPENDIX D: ELECTRONIC SURVEY ANALYSIS

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C-37: Rebranding TCAPP P a g e | E1 APPENDIX E: ELECTRONIC SURVEY: OTHER SUGGESTIONS/COMMENTS

C-37: Rebranding TCAPP P a g e | E2 Other Logo/Tag line Suggestions • I like to Project Planning Advisor (P2A?) branding. But I also like the “Partnering” theme in the tag line to reflect the collaboration elements of the tool. Any chance of merging? • I respect that finding a better name than “TCAPP” is quite, quite challenging! Perhaps a solution is simply to call this “The Transportation Planner” or the “Transportation Navigator” with no slogan. Granted, the software can help one do a lot (prioritize, form partnerships, make investment decisions, work through environmental regulations)—but sometimes it might be better just to say what this does even if it does not sound exciting. (We all know what the Highway Capacity Manual or the Consumer Price Index mean, even though they don't have a slogan.) I admit I am not a marketing expert, though, so take my opinion with a grain of salt. • None of these include the word “transportation.” We are muddying the waters for users who don't know what the tool is. • Project Advisor Better Planning. Better Decisions. • “Partnerships for better projects” goes better with TCAPP. • TRANSPORTATION NAVIGATOR Partnerships for Better Decisions • Collaboration for Improved Mobility. Better Transportation. • Project Planning or Transportation Planning. • I like the “Project Planning Advisor” logo the best BUT would change to “Plan and Project Advisor.” Long Range Planning is not the same as Project Planning and it may mislead people to think that the tool is ONLY for use with project plans. • What about using the logo for Item 1 (the 3 dots and arrows) and a name from the last? I like the dots and arrows logo, but there is no reason to keep the TCAPP name • Try combining PlanWorks with Better Decisions. Better Delivery. • Maybe it's too late in the process, but have you thought about coming up with an entirely new acronym? None of the options presented do much for me. • PlanWorks sounds and looks like a consulting firm. Navigator logo looks like a throwing star (weapon). Concentrate on the user interface. Make it great. Drop the tag line from all. It will be extraneous once the user interface is intuitive. Please put most of your efforts toward that.

C-37: Rebranding TCAPP P a g e | E3 • PlanWorks makes it sound like Long Range Plan development so steers folks in the wrong direction. Navigator is just OK but better than others. What about Plan2Project or something that better illustrates the movement through the stages—also need the collaboration aspect so I like the word partnership showing up in the brand. My try: Plan2Project: Partnerships for success (??????) Positive Comment on Specific Logo/Tag line • PlanWorks with bold colors is the best brand for me. Thanks for the opportunity. • Most of these are much too complicated still. Navigator is the best—the simplest, easiest to remember. • I like PlanWorks with either tag line. I like both color palettes that include the green/yellow and blue/orange. The "shades of blue" is too boring. • I like the logo from the first one, but really dislike the term TCAPP. Would have been nice to see that logo with one of the other terms. Negative Comment on Specific Logo/Tag line • “Better planning—better projects” to me implies that agencies are not doing planning well at this time. Just a first impression. . . • Navigator looks too corporate Advisor; suggests there will be AN answer/solution at the end. . . . • Please do not pick the first one. • I think the words “partnership” and “advisor” are misleading. When I was at the workshop, the tool is static, and serves more as a resource than a guide or active tool. Thanks! • Don't use TCAPP; don't use too many words. This doesn't matter that much; shouldn't be a high priority in improving TCAPP compared to content and navigation and user interface of the site.

C-37: Rebranding TCAPP P a g e | E4 Positive Comment on Specific Color Palette • PlanWorks with bold colors is the best brand for me. Thanks for the opportunity. • I like the fact that we were heard and progress is being made. I really like the bold colors the best. • I like PlanWorks with either tag line. I like both color palettes that include the green/yellow and blue/orange. The “shades of blue” is too boring. Negative Comment on Specific Color Palette None. General Comment on Logos • I don't really care for any of the logos with the flowers or other symbols at the beginning. • I would have loved to have seen the designs next to each other. I think I may have made different choices. • Don't feel that any of these logos/wordmarks are very strong; they all feel fairly generic. I would strongly de-emphasize the word ‘plan’ or ‘planning’—it doesn't have much resonance to elected or the public, and in our area has negative connotation. Our audience is much more interested in words that suggest construction and on-the-ground built projects. The word “planning” can be understood as mere process and/or government inefficiency when disconnected from actual construction. But I don't have a strong impression on what the logo is, I'm more interested in the web site, its user interface and content organization. • No acronyms General Comment on Color Palettes • I just don't like any of the color palettes. General Comment • Thanks for the opportunity to comment. Greatly appreciated. • Good Job! • Content first!

C-37: Rebranding TCAPP P a g e | E5 APPENDIX F: SUGGESTED STYLE GUIDANCE

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C-37: Rebranding TCAPP P a g e | G1 APPENDIX G: List of Abbreviations

C-37: Rebranding TCAPP P a g e | G2 1.0 LIST OF ABBREVIATIONS ABBREVIATIONS ACRONYM WHAT IT STANDS FOR TCAPP Transportation for Communities— Advancing Projects through Partnerships TRB Transportation Research Board AASHTO American Association of State Highway and Transportation Officials SHRP 2 Strategic Highway Research Program FHWA Federal Highway Administration DOT Department of Transportation LTAP Local Technical Assistance Program