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37 C h a p t e r 6 In conclusion, executive leaders of transportation and partner agencies who were interviewed spoke of the complexities of todayâs challenges and knew that they would increasingly need support tools to frame, support, or augment their decision- making processes to support transportation capacity projects. TCAPP and its associated tools and research can be available to fill this need in a multitude of ways. One challenge for the SHRP 2 implementation team is to make this important tool available to those who will endorse it (executive decision mak- ers), and then hand it off to those who will find value in its sup- port of their daily work (practitioners). This market research has identified strategies and approaches that could potentially accomplish this task by targeting the executive leadership and the next generation of professionals. The identified strategies are grounded in the frank conver- sations conducted through this research effort. They should be considered within the context of, and as a companion to, other marketing and outreach efforts currently under way. Given the timing of various efforts, the SHRP 2 C22 research has been relayed early to other researchers and staff, for exam- ple, SHRP 2 Capacity Project C37, Develop a Marketing and Communications Plan for TCAPP. In addition, these ideas are immediately available to the SHRP 2 implementation commu- nity, including MarCom Group. MarCom Group is responsible for the overall marketing and branding of all SHRP 2 research projects. The following next steps are identified as possible means to facilitate effective integration of the SHRP 2 C22 research into SHRP 2 marketing (SHRP 2 C37) and implementation activities already under way. Merge Shrp 2 C22 research Findings with related efforts The ideas outlined in the potential marketing strategies section of Chapter 5 are designed to dovetail with concur- rent marketing and implementation efforts. On the basis of research conducted, the section offers potential messages and techniques to reach executive decision makers in a variety of effective ways. It also targets future transportation profession- als via a TCAPP-based curriculum and a training program for new staff at DOTs, MPOs, and partner agencies. As similar research is undertaken to ascertain effective ways to reach all target audiences (currently under way in SHRP 2 C37 and associated implementation planning efforts for other capacity projects), this work is serving as an adjunct. Use Shrp 2 C22 research Findings in Marketing Materials The original work scope of SHRP 2 C22 included the devel- opment of marketing materials designed for executive lead- ers. To better support the other projects under way and to avoid duplication of branding efforts, the scope was instead revised to develop marketing principles, potential market- ing strategies, key messages, and media that could be con- sidered during subsequent marketing and implementation activities. The potential strategies identified four key empha- sis areas that could be incorporated into any marketing materials that are produced through subsequent efforts. These are 1. Systematic Nature of TCAPP Approach. Interviewees noted tremendous value in TCAPPâs systematic way of breaking the transportation capacity process down into manageable components and organizing information around key deci- sion points that everyone could understand. 2. Flexibility. Interviewees also spoke of a corresponding value in the flexibility afforded by TCAPPâs modular struc- ture, which can accommodate the needs of a diverse set of processes, conditions, and stakeholders. This flexibility, and the fact that one does not need to adopt TCAPP in its totality, allows agencies to explore how it can be applied in a range of creative and effective ways. Conclusions
38 3. Collaboration Tools. Interviewees appreciated that TCAPP provides a number of useful tools, such as the array of self-assessments, that enable practitioners to identify their challenges and find the most appropriate informa- tion. According to comments, these tools also could help to strengthen partner and stakeholder engagement when used collaboratively. 4. Information, Data, and Resources. Interviewees were impressed by the breadth of information provided in the Decision Guide. The breadth and depth of research included timely value to agencies through step-by-step instructions and analytic tools allowing practitioners to apply research to current problems. The compendium of case studies and links to useful resources was cited as extremely helpful, offering peer examples of specific challenges and successes to DOTs and partner agencies. The value of this compen- dium was deemed to be very high, with the caveat that it must remain current to retain value. Quickly Implement Messaging into early tCapp Marketing The potential strategies developed through the SHRP 2 C22 research are complementary to activities currently under way, but also have value as stand-alone marketing strategies if deemed applicable to ongoing implementation efforts. The messages and media are immediately available to assist with early efforts to introduce the products of SHRP 2 research. As the SHRP 2 implementation team begins to take ownership, these recommendations could be cherry picked for those that can be seamlessly integrated for some early wins with respect to marketing. TCAPP and its products represent a substantial effort of research and tool development. This suite of resources comes online at a critical moment, as agencies struggle with issues of increasing complexity in an age of decreasing resources. The SHRP 2 C22 research underscores the growing awareness of agency leaders and their staff of a need to have such a frame- work to support their decision making. However, the value of TCAPP still needs to be articulated, and its real impact will only truly be known once it has become a household term. The ideas outlined here, aligned with the efforts of SHRP 2 C37, could begin to move TCAPP into the day-to-day aware- ness of transportation and environmental professionals. Once TCAPP is effectively introduced to executives, it will be up to transportation decision makers and their partners to put into place the cultural and procedural changes that could bring about a new, better, and stronger way of address- ing transportation capacity needs within the context of our communities.
