Communicating the Value of Preservation: A Playbook (2012)

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Communicating the Value of Preservation: A Playbook 1 1. Playbook Welcome This Playbook is for engineers, planners, policymakers, public affairs officials, and anyone else in a state transportation agency who seeks guidance on how to close the gap between understanding the importance of highway preservation and being able to successfully communicate that value to leaders inside their agency and to the agency’s most important outside stakeholders. By following the Playbook’s strategies, you can learn how to use effective market research to target critical audience segments with creative messages that resonate via “surround sound” content delivery methods. Ultimately, you will help your department of transportation (DOT) to: • Show Preservation Matters — You will be able to spotlight a topic that rarely gets center stage; • Get Preservation Recognized — You will achieve recognition of preservation as a priority in the minds of key persons of influence; • Incubate a Network of Preservation Supporters — You will form a group of internal and external supporters who can help you achieve your goals; and • Orchestrate a Call to Action — You can motivate your supporters to advocate for action. The Playbook teaches you how to sharpen your communication skills by getting organized around four simple and connected building blocks: (1) audience identification, (2) message design, (3) message delivery and (4) market research. And it provides creative ideas for setting up your own preservation campaign. You won’t find pre-packaged communication solutions that are customized to the needs of your DOT in this Playbook, because the unique factors that should shape a DOT’s communications — like infrastructure conditions, transportation funding levels, and political considerations — vary too much from state to state for that. It does offer lots of tips, templates, and techniques you can use to craft your own campaign. “Preservation encompasses work to extend the life of existing facilities (and associated hardware and equipment) and to repair damage that impedes mobility or safety. The purpose of system preservation is to retain the existing value of an asset and its ability to perform as designed. Preservation counters the wear and tear of physical infrastructure that occurs over time due to traffic loading, climate, crashes, and aging. It is accomplished through both capital projects and maintenance actions. ” Source: NCHRP Report 551: Performance Measures and Targets for Transportation Asset Management (Cambridge Systematics, Inc.; PB Consult, Inc.; and Texas Transportation Institute; 2006)

2 Chapter 1. Playbook Welcome Before you read more about the building blocks, you’ll probably find it helpful to get a quick refresher about the value of preservation and why DOTs sometimes struggle to communicate that value: • Preservation Is a Growing Issue Across the Nation — Recent studies of highway preservation in the United States reach similar conclusions; the costs to individual users and to the nation of inadequate maintenance of America’s highway system are high and they continue to increase. According to the American Association of State Highway and Transportation Officials (AASHTO) 2009 Rough Roads Ahead report, one-third of the nation’s highways are in poor or mediocre condition and they add an average of $335 each year to the personal cost of owning a car — and, in some cities, it’s as much as $740 more — due to damaged tires and suspensions and reduced fuel efficiency. In a similar vein, the American Society of Civil Engineers (ASCE) gives America’s highways a D- grade in its 2009 study of infrastructure conditions (Report Card for America’s Infrastructure). In a survey conducted as part of this Playbook’s preparation (described in full in Appendix D), 97 percent of DOT respondents agreed that preservation is a top priority for their agencies. • Preservation Challenge Is a Hard Sell for Audiences — While preservation is a logical and cost-effective way to address declining infrastructure conditions — every $1 spent on keeping a good road in good condition saves $6 to $14 when compared to rebuilding a deteriorated road — the public’s lack of awareness about and enthusiasm for highway preservation is frightening to many in the industry. Maslansky Luntz + Partners capture the public’s attitude well in the summary of its 2011 set of focus groups with members of the public, which is presented in The New Language of Mobility: Talking Transportation in a Post-Recession World: “Maintenance is table stakes. They [the public] already pay for maintenance. They’re not willing to pay more money for what they’re convinced you should already be providing.” Several factors make gaining support for preservation difficult, including a declining level of public trust in government and a growing cacophony of competing messages that make cutting through the clutter tough. Bringing about a change in attitudes toward highway maintenance and preservation actions will require thoughtful and ongoing communications campaigns by DOTs.

Communicating the Value of Preservation: A Playbook 3 • DOTs Must Rethink Preservation Communication Practices — DOT staff sometimes grumble that the lack of public, or even internal, support for preservation contradicts the powerful evidence for its importance. But, the hard truth is that the DOT community does not forcefully press the preservation case. The DOT survey results (described in full in Appendix D) make clear that many DOTs still communicate much as they did in the pre-digital era: sending out one-size-fits-all, factual information through narrow channels in stand-alone blocks, with little regard for stakeholders’ differing perspectives or the need for concerted, comprehensive, and continuous messaging. Most agencies — if they are communicating about this topic at all — tend to rely on infrequent and haphazard distribution of overly technical messages. They rarely use all message delivery channels — particularly new media options — in a coordinated surround sound fashion; and their communication tends to be sporadic rather than a constant drum beat. Tremendous opportunity exists for DOTs to update these communication habits. Easy Building Blocks for Communicating Preservation The Playbook is anchored by a simple set of four building blocks for overhauling preservation communications: • Audience Identification — Communication is audience-centric, yet many in the transportation arena make the mistake of being so focused on what they want to say or how they want to say it that the most important part is forgotten : what will the message’s receiver respond to, remember, and act on? As a DOT, you should start early to identify and segment your audiences so you can find out: what motivates them to action, what words resonate with them, who their trusted sources of information are, and which methods of communication are most effective for reaching them. • Message Design — Unfortunately, facts and logic alone aren’t enough to move key audience segments to action. Your DOT already collects immense amounts of technical data about preservation; you must use this information to create concise and compelling messages that not only deliver compelling facts clearly, but also appeal to the emotions and interests of your most important audience segments and work in multiple delivery channels; • Message Delivery — More communication mechanisms are available today than ever before. You need to figure out what channels people are using to gather information about transportation

4 Chapter 1. Playbook Welcome issues. Message delivery should be continuous and will be most effective when you use all three major avenues of delivery including traditional, one-on-one, and new internet media opportunities to effectively communicate messages to your most important audience segments. • Market Research — In particular, primary research that connects your DOT directly to what stakeholders are thinking, feeling, and saying is the mortar that holds the building blocks of good communication together. A DOT wouldn’t use a new maintenance treatment without first testing its performance or subsequently monitoring results — communication is the same. Dissection of Two Communications Campaigns Ultimately, the Playbook aims to equip you to create your own preservation communications using the four building blocks. But starting out with lessons on theory gets dull fast! Therefore, the next section of the Playbook dissects two different hypothetical preservation campaigns side-by-side so you can see upfront how an affordable and effective campaign comes together. The two campaign dissections offer snapshots of campaign material accompanied by brief annotations that reveal how audiences are identified, messages are developed, and surround sound delivery is used to communicate across multiple channels with a constant drumbeat. Full-length versions of the raw materials highlighted in the campaign dissections are included as a series of sub-appendices in Appendix A of the Playbook. The sub-appendices are organized by message delivery method for easy reference and they include detailed annotations so that you can create your own materials. Context for the Two Campaigns Scenario 1: Penny Saved. Scenario 1’s campaign features a (hypothetical) state that has always maintained its roads and bridges well, but that faces a future with lower funding for transportation, which threatens to compromise good work in the past and future agency credibility. The DOT needs to ensure it maintains a steady focus on preservation, but leaders and stakeholders have grown accustomed to good roads and are unaware of the effort and resources this takes. As a result, the DOT technical staff is proposing a greater emphasis on actions to preserve the system. Scenario 2: The Phoenix Project. Scenario 2’s campaign features a (hypothetical) state that has road and bridge conditions at crisis levels and a decline in DOT funding due to falling state and federal revenues. This situation has generated bad press, dissatisfied customers, and loss of credibility with political leaders. The DOT seeks to rebuild trust and secure the focus needed to rectify its preservation problems.

Communicating the Value of Preservation: A Playbook 5 A clean design, memorable image, and catchy title speak to the audience. 1 1 1 Don’t assume your audience knows what you know — this is a common misperception, even in DOTs. Internal Presentations The point that conditions track with spending is important for DOT leadership to understand. 2 2 The theme of this slide, that preservation is cost effective, is a point that DOT executives care about. 3 3 1 A clean design, memorable image, and catchy title speak to the audience. Scenario 1: Scenario 1 starts with the DOT technical staff making a presentation to the executive leadership. (Selected slides follow; the full version can be found in Appendix A.) Scenario 2: Scenario 2 likewise begins with DOT technical and public affairs staff making a presentation to the leadership team. (Selected slides follow; the full version can be found in Appendix A.) 2

6 Chapter 1. Playbook Welcome   W W t D r H s O f s c c w C M S o f le a W P b W b here We A e’ve come a han half of o uring the 19 econstructio owever, tha ince 2003.  ver the past eedback from urveys and ro ustomers exp ondition at a e’re droppin hanging Ou eeting our t  Wher  What  When ome will adv ne that if fol irst means se vel before it pplying the r e Can Save reservation i e rehabilitat hen we act  acklog of nee re   long way sin ur roads were 80’s and 199 n of nearly 4, t trend has b  four months  users all acr ad rallies. W ect 85% of o ll times. As th g below that r Approach arget perform e should we s  should we sp  should we s ocate for a w lowed for too rious damag  will receives ight treatme  Money an s cheaper pe ed, we can sa also matters. ds.  THE D ce the mid‐8  in good con 0’s, we invest 000 highway een declining , DOT has gat oss the state e have learn ur roads to b e graph abo  target.     ance levels  pend?  end it on?  pend it?  orst first app  long will eve e must be do  attention, m nt to the righ d Improve t r lane mile an ve 35‐40 per   As demonst UCT TAPE Executi 0’s when les dition.   ed in the   miles.    steadily  hered   through  ed our  e in good  ve indicates – is about bala roach. Altho ntually bank ne before rep aking it the m t pavement he System d it’s also ch cent on our p rated in the   WON’T LA ve Staff Brie 1/12/12  s    ncing three q ugh “Worst F rupt a DOT. P airs are mad ost expensiv at the right t eaper in the  reservation graph below, ST FOREV fing  uestions:  irst” sounds  rioritizing tr e.  Every roa e strategy p ime.   long run. By  program.   front‐loadin ER  reasonable, i eatment of t d in the syste ossible.  The  treating road g our program t’s a horrible  he worst pav m will desce focus should  s before they  will help re strategy –  ement  nd to that  be on   need to  duce our  A fact sheet that accompanies a presentation can be very powerful. It can provide more context and detail than can fit onto a slide, and it serves as a take-home piece for the audience. 1 DOT leadership needs information that can help and support their decision making. Although executive staff members often have a technical background, it is still important that data be clear and helpful in the decision-making process. In this case, these graphs demonstrate that by front-loading the distribution of preservation funds, the backlog of needs can be eliminated. 2 Scenario 1: Rather than just copies of the slides, a handout is developed to support the executive staff presentation. W W t D r H s O f s c c w C M S o f le a W P b W b here We A e’ve come a han half of o uring the 19 econstructio owever, tha ince 2003. ver the past eedback from urveys and ro ustomers exp ondition at a e’re droppin hanging Ou eeting our t Wher What When ome will adv ne that if fol irst means se vel before it pplying the r e Can Save reservation i e rehabilitat hen we act acklog of nee re long way sin ur roads were 80’s and 199 n of nearly 4, t trend has b four months users all acr ad rallies. W ect 85% of o ll times. As th g below that r Approach arget perform should we s should we sp should we s ocate for a w lowed for too rious damag will receives ight treat e Money an s cheaper pe ed, we can sa also matters. ds. THE D ce the mid-8 in good con 0’s, we invest 000 highway een declining , DOT has gat oss the state e have learn ur roads to b e graph abo target. ance levels pend? end it on? pend it? orst first app long will eve e must be do attention, m nt t the righ d Improve t r lane mile an ve 35-40 per As demonst UCT TAPE Executi 0’s when les dition. ed in the miles. steadily hered through ed our e in good ve indicates – is about bala roach. Altho ntually bank ne before rep aking it the m t pavement he System d it’s also ch cent on our p rated in the WON’T LA ve Staff Brie 1/12/12 s ncing three q ugh “Worst F rupt a DOT. P airs are mad ost expensiv at the right t eaper in the reservation graph below, ST FOREV fing uestions: irs ” sounds rioritizing tr e. Every roa e strategy p ime. long run. By program. front-loadin ER reasonable, i eatment of t d in the syst ossibl . The treating road g our program t’s a horrible he worst pav m will desce focus s ould s before they will help re strategy – ement nd to that be on need to duce our 2 Handout

Communicating the Value of Preservation: A Playbook 7 A PENNY PAVED IS A PENNY EARNED THE PHOENIX PROJECT: Rebuilding Highways and Investments 41 1 4 A refined logo will give external audiences something to identify with. A refined logo will give external audiences something to identify with. 2 2 The slogan and logo invoke a sense of responsibility and efficiency (market research often helps identify values like these that audiences relate to well). 3 3 The slogan is memorable and interesting and audiences will instinctively agree with the premise, making it more likely to inspire them to support preservation. 5 5 The Phoenix Project slogan makes the connection between investment and performance inescapable. Scenario 2: Given the negative perceptions of the public, logos and slogans must establish a clear link between preservation investment levels and resulting performance. 6 The Phoenix brand is a clear reference to rising up from ashes — a metaphor for the goal of reconstructing crumbling pavement. 6 Scenario 1: Although “The Duct Tape Won’t Last Forever” caught the attention of the executive staff, it is decided that a more positive and active message is needed for external audiences. With that in mind, a slogan and logo are developed. Logos

8 Chapter 1. Playbook Welcome Links to social media. Website Blog posts by DOT professionals and supporters of the initiative. 2 3 Initiative-focused website offers news directly related to the initiative and other preservation information from around the country. Scenario 1: As a result of the DOT’s decision to increase its focus on preservation, a website is developed to support and promote the initiative. A website can serve as the home for a preservation initiative. It can provide a one- stop shop for all of the materials and news related to the effort and allow the DOT to communicate with citizens and stakeholders in an inexpensive way. 4 1

Communicating the Value of Preservation: A Playbook 9 Fact Sheet A timeline demonstrates the connection between technical data, citizen input, and investment. 5 Scenario 2: The DOT leadership understands that they will need support from the governor’s office. The governor appoints a task force to examine and recommend performance targets and investment levels. A fact sheet is developed for the first task force meeting that provides important technical information linking investment to performance and a meeting timeline which explains the stakeholder process. Information about appointees is linked to a map and a variety of communication channels are opened. It’s important to establish the link between investment and performance in the first info piece. The task force has strong and balanced membership. Note the state chamber and senate transportation chair are co- leading the task force and the DOT secretary puts her stamp of approval on the process as well. 1 3 4 A website is established to support task force communication. 2

10 Chapter 1. Playbook Welcome Press Releases MEDIA CONTACT  Name  Title  Direct Phone or Cell Phone  E‐mail                         PRESERVING THE TRANSPORTATION SYSTEM IS FOCUS OF THE NEW  (STATE) DEPARTMENT OF TRANSPORTATION WEB SITE   City, State – January 17, 2012– With an eye towards the future of transportation in  (State), the Department of Transportation is pleased to announce the launch of a new  web site dedicated to preservation of the state’s transportation system.   The new site – www.pennypaved.org – features important information about the  transportation system and ongoing preservation efforts in (State). Visitors can track  specific transporation project progress, learn about upcoming projects and view first‐ hand the importance of preservation.  “Over the past several decades, (State) has invested billions of dollars to build one of the  best transportation systems in the country. While our system is in good condition today,  it is growing more expensive to maintain,” said John Smith, (State) Department of  Transportation Secretary. “We want to ensure the public is informed about the ongoing  efforts to protect the investments of the past, and the new web site offers a great  opportunity to provide information as well as gather feedback from the very citizens  who use the transportation system every day.”  The new web site is based upon a culmination of meetings the (State) Department of  Transporation has held throughout (State) over the past two years.  Through continued  outreach to key citizens and communities across (State), the web site has been  developed to highlight the importance of the transportation system and to educate  citizens on areas where the system has played a vital part in economic development,  community growth, and civic pride.  The new web site is now live, and visitors are invited to sign up for the (State) DOT  monthly newsletter and offer feedback at www.pennypaved.org/comments . For traffic  updates, announcements and more information, follow (State) DOT on Twitter at (insert  handle) and like us on Facebook.     ### MEDIA C Name Title Direct an E-mail Ad ROAD R CONDIT City, Stat Departm highway “Public in determin Force. “T aren’t sa Eight roa urban are per day a variety o stakehold highways condition correlate condition “During t condition evaluate (City)-are Discussio system d levels. An see 75% (continue ONTACT d/or Cell Ph dress ALLIES RE IONS; SET e – March 1 ent of Trans system. put is a crit e future pre he feedback tisfied with d rallies we as. The eve long variou f perspectiv ers. Each w including in , condition d with highw . he (insert C of some of the conditio a resident. n groups we ecline proje overwhelm of pavemen d) one Numbe VEAL CITIZ COURSE F 3, 2012 – A portation re ical element servation e gathered d highway sys re held in va nts consiste s pre-determ es, including as asked to terstates, m of shoulders ay data to ity Name or our most h n, it was ev re held imm ctions and d ing majorit t in good co r ENS DISSA OR DOT C series of rec vealed high as the DOT fforts,” said uring each o tem conditi rious region d of six van ined route area reside complete a ajor and m , and wheth understand Region) roa eavily-traffic ident where ediately fo iscussed fun y from road ndition with TISFIED W OMMUN ent road ra levels of di continues t (insert Nam f the region ons and are s across the s carrying 16 s. Participan nts, regiona satisfaction inor highwa er striping what partic d rally, I wa ked areas. I our system llowing each ding neede rallies acros a focus on ITH HIGH ICATION E llies conduc ssatisfaction o evaluate s e), chair of al road rall willing to pa state earlie passenger ts were rec l leaders, m survey rega ys on issues was bright e ipants cons s shocked b n taking the is quickly d ride, and p d to improv s the state the intersta WAY SYS FFORTS ted by the ( with the co ystem cond the Phoenix ies was clea y more to h r this year, s each, runn ruited to rep edia and ot rding variou such as pav nough. Res idered to be y the jarring time to rid eteriorating articipants e the condit indicated th te and majo TEM State) ndition of t itions and Project Tas r – citizens ave it fixed in both rura ing four tim resent a wi her s kinds of ement ults were th “good” ride and po e along and ,” said (Nam learned abo ion to targe ey would lik r highways. he k .” l and es de en or e), ut t e to 1 Promotion of the site through the press can help drive traffic to the DOT’s website. Scenario 1: A press release is used to announce the start of the initiative and to promote the website. Scenario 2: Because of the disconnect between the DOT and the public, a series of road rallies is conducted so that customers can experience and rate highway conditions and then immediately talk about condition targets and how willing they might or might not be to fund additional preservation efforts. A press release is used to explain the results — and a video news release is also distributed. MEDIA CONTACT Name Title Direct Phone or Cell Phone -mail PRESERVING THE TRANSPORTATION SYSTEM IS FOCUS OF THE NEW (STATE) DEPARTMENT OF TRANSPORTATION WEB SITE City, State – January 17, 2012– With an eye to ards the future of transportation in (State), the Department of Transportation is pleased to announce the launch of a new web site dedicated to pr servation of the st ’s transportation syst m. The ne site – www.pennypaved.org – features i p rtant inform tion ab ut the transportation system and ongoing preservation efforts in (State). Visitors can track specific transporation project progress, learn about upcoming projects and view first- hand the importance of preservation. “Over the past several decades, (State) has invested billions of dollars to build one of the best transportation systems in the country. While our system is in good condition today, it is growing more expensive to maintain,” said John Smith, (State) Department of Transportation Secretary. “We want to ensure the public is informed about the ongoing efforts to protect the investments of the past, and the new web site offers a great opportunity to provide information as well as gather feedback from the very citizens who use the transportation system every day.” The new web site is based upon a culmination of meetings the (State) Department of Transporation has held throughout (State) over the past two years. Through continued outreach to key citizens and communities across (State), the web site has been developed to highlight the importance of the transportation system and to educate citizens on areas where the system has played a vital part in economic development, community growth, and civic pride. The new web site is now live, and visitors are invited to sign up for the (State) DOT monthly newsletter and offer feedback at www.pennypaved.org/comments . For traffic updates, announcements and more information, follow (State) DOT on Twitter at (insert handle) and like us on Facebook. ### 2 MEDIA CONTACT Name Title Direct Phone or Cell Phone E-mail PRESERVING THE TRANSPORTATION SYSTEM IS FOCUS OF THE NEW (STATE) DEPARTMENT OF TRANSPORTATION WEB SITE City, St t – January 17, 2012– With an eye towards the future of transportation in (State), the Department of Transportation is pleased to announce the launch of a new web site dedicated to preservation of the state’s transportation system. The new site – www.pennypaved.org – features important information about the transportation system and ongoing preservation efforts in (State). Visitors ca track specific ranspo ation project progr ss, learn about upcoming projects and view first- hand the importance of preservation. “Over the p t seve al decades, (State) has invested b llions of dollars to build one of the best transportation systems in the country. While our system is in good condition today, it is growing more expensive to maintain,” said John Smith, (State) Department of Transportation S cretary. “We want to ensure the public is informed about the ongoing efforts to prot ct the investments of the pa t, and the new web site offers a great opportunity to provide information as well as gather feedback from the very citizens who use the ranspor ation system every day.” The new web site is based upon a culmination of meetings the (State) Depa tmen of Transporation has held throughout (State) over the past two years. Through continued outreach to key citizens and communities across (State), the web site has been developed to highlight the importance of the tra sp rt tion system and to educate citizens on areas where the system has played a vital part i economic development, community growth, and civic pride. The new web site is now live, and visitors are invited to sign up for the (State) DOT monthly newsletter and offer feedback at www.pennypaved.org/comments . For traffic updates, announcements and more information, follow (State) DOT on Twitter at (insert handle) and like us on Facebook. ### 1 2 Previous market research has indicated that the state’s citizens take great pride in the quality of the state’s transportation system, so this is highlighted in the DOT secretary’s quote. MEDIA C Name Title Direct an E-mail Ad ROAD R CONDIT City, Stat Departm highway “Public in determin Force. “T aren’t sa Eight roa urba are per day a variety o stakehold ighways co dition correlate condition “During t condition evalu te said (Nam Discussio system d lev ls. An see 75% (continue ONTACT d/or Cell Ph dress ALLIES RE IONS; SET e – March 1 ent of Trans system. put is a crit e future pre he feedback tisfied with d rallies we as. The eve long variou f perspectiv ers. Each w including in , c nditi d with highw . he (insert C of some of the conditio e), (City)-a n groups we ecline proje ov rwhelm of pavemen d) one Numbe VEAL CITIZ COURSE F 3, 2012 – A portation re ical element servation e gathered d highway sys re held in va nts c nsiste s pre-determ es, including as asked to terstates, m shoulders ay data to ity Name or our most h n, it wa ev rea resident re held imm ctions and d ing majorit t in good co r ENS DISSA OR DOT C s ries of rec vealed high as the DOT fforts,” said uring each o tem conditi rious region d of six van ined route area resid complete a ajor and m , and wheth understand Region) roa eavily-traffic ident where . ediately fo iscussed fun y from road ndition with TISFIED W OMMUN ent road ra levels of di continues t (in ert Nam f the region ons an are s cross the s car ying 16 s. Participan n s, region satisfaction in r highwa e striping what artic d rally, I wa ked areas. I our system llowing each ding neede rallies acros a focus on ITH HIGH ICATION E llies conduc ssatisfaction o evaluate s e), chair of al road rall willi g t pa ate earlie passenger were rec l leaders, m survey rega ys on issu s was bright e ipants c ns s shocked b n taking the is quickly d ride, and p d to improv s the state the intersta WAY SYS FFORTS ted by the ( with the co yst m cond the Phoenix ie w s clea y m re to h r thi y ar, s e ch, runn ruited to rep edi and ot rding variou such as pav nough. Res idered to be y the jarring time to rid eteriorating articipants e the condit indicated th te and majo TEM State) ndition of t itions and Project Tas r – citizens ave it fixed in both rura ing four tim rese a wi her s kinds of eme t ults were th “goo ” ride and po e along and ,” learned abo ion to targe ey would lik r highways. he k .” l and es de en or ut t e to 3 MEDIA C Name Title Direct an E-mail Ad ROAD R CONDIT City, Stat Departm highway “Public in determin Force. “ aren’t sa Eight oa urban are per day a variety o stakehold highways condition correlate condition “During t condition evaluate said (Nam Dis ussio system d levels. An see 75% (continue ONTACT d/or Cell Ph dress ALLIES RE IONS; SET e – March 1 ent of Trans system. put is a crit e future pre he feedback tisfied with d rallies we as. The ev long variou f perspectiv ers. Each w including in , condition d with highw . he (insert C of some of the conditio e), (City)-a n groups we cline pr je overwhelm of pavemen d) o e Numbe VEAL CITIZ COURSE F 3, 2012 – A portation re ical element servation e gathered d highway sys re held in va nts con iste pr -det rm es, including as asked to terstates, m of shoulders ay data to ity Name or our most h n, it was ev rea resident re held imm ctions and d ing majorit t in good co r ENS DISSA OR DOT C series of rec vealed high as the DOT fforts,” said uring each o tem conditi rious region d of six van ined route area reside complete a ajor and m , and wheth understand Region) roa eavily-traffic ident where . ediately fo iscussed fun y from road ndition with TISFIED W OMMUN ent road ra levels of di continues t (insert Nam f the region ons and are s across the s carrying 16 s. Participan nts, regiona satisfaction inor highwa er striping what partic d rally, I wa ked areas. I our system llowing each ding neede rallies acros a focus on ITH HIGH ICATION E llies conduc ssatisfaction o evaluate s e), chair of al road rall willing to pa state earlie passenger ts were rec l leaders, m survey rega ys on issues was bright e ipants cons s shocked b n taking the is quickly d ride, and p d to improv s the state the intersta WAY SYS FFORTS ted by the ( with the co ystem cond the Phoenix ies was clea y more to h r this year, s each, runn ruited to rep edia and ot rding variou such as pav nough. Res idered to be y the jarring time to rid eteriorating articipants e the condit indicated th te and majo TEM State) ndition of t itions and Project Tas r – citizens ave it fixed in both rura ing four tim resent a wi her s kinds of ement ults were th “good” ride and po e along and ,” learned abo ion to targe ey would lik r highways. he k .” l and es de en or ut t e to MEDIA C Name Title Direct an E-mail Ad ROAD R CONDIT City, Stat Departm highway “Public in determin Force. “T aren’t sa Eight roa urban are per day a variety o stakehold hig ways c ndition correlate condition “During condition evaluate said (Nam Discussio system d levels. An see 75% (continue ONTACT d/or Cell Ph dress ALLIES RE IONS; SET e – March 1 ent of Trans system. put is a crit e futur pre he fe dback tisfied with d rallies we as. The eve long variou f persp ctiv rs. Ea h w cl ding in , condition d with highw . h (insert C of some of the conditio e), (City)- n groups we ecline proje over lm of pavemen d) one Numbe VEAL CITIZ COURSE F 3, 2012 – A portation re ical element servation e gathered d highway sys re held in va nts consiste s pre-determ es, including as a k to t rstates, m of shoulders ay data to ity Name or our most h n, it wa ev re esident re held imm ctions and d ing majorit in good co r ENS DISSA OR DOT C series of rec vealed high as the DOT fforts,” said uring each o tem c nditi rious regio d of six van ined route area reside complete aj r and m , and wheth understand Region) roa eavily-traffic ident where . ediately fo iscussed fun y fro road ndition with TISFIED W OMMUN ent road ra levels of di continues t (insert Nam f the region ons nd re s acro s the s carrying 16 s. Participan nts, regiona satisfaction nor highwa er st iping what partic d rally, I wa k d areas. I our system llowing each ding neede rallies acros a focus on ITH HIGH ICATION E llies conduc ssatisfaction o evaluate s e), chair of al road rall willin to pa s ate earlie passenger ts were rec l l aders, m survey rega ys o issues was brig t ipants cons s shocked b n taking th is quickly d ride, and p d to improv s the state the intersta WAY SYS FFORTS ted by the ( with the co ystem cond the Phoenix ies was clea y more to r this year, s each, runn ruited to rep edia and ot rding variou such a pav n ugh. R s idered to be y the jarring time to rid e rior ti g articipants e the condit indicated th te and majo TEM State) ndition of t itions and Project Tas r – citizens ave it fix d i b th rura ing four tim resent a wi her s kinds of m t ults were th “good” ride and po e along and ,” learned abo ion to targe ey would lik r highways. he k .” l and es de en or ut t e to 4 3 Find a key message and draw atte tion to it consistently. 4 It’s more effective to localize quotes and distribut press releases regionally so that st keholder and the public can mor easily identify with the results.

Communicating the Value of Preservation: A Playbook 11 Social Media 1 1 Use the power of social media to broadcast. Layer simple and complex content to set it up, and continue to update content. Social channels quickly become stale and must be updated on a regular basis. Scenario 1: To harness the power of social media, a Twitter account is started that is associated directly with the initiative. Scenario 2: To expand the reach of the task force beyond key stakeholders, popular social media channels are employed and populated with materials that are well suited for the medium. Tweets don’t always have to be directly about the initiative. Providing links to other places on the web that are related can help promote interest and awareness. Twitter provides a way to quickly and informally engage directly with citizens and stakeholders. Building a following can take time and resources but is important for any social media campaign to be effective. 2 2 3 3 4 4 5 5 6 6 7 7 “Crazy Bad” is an example of a contest a partner group sponsors to highlight the poor conditions of the state’s highways and is ideally suited for the informal nature of YouTube. You can cross-post the link to this video on the website and Facebook page. You can publicize events and results by cross- posting information in multiple locations. A post on Facebook can encourage more direct and casual discussion of a topic. Use the logo so that viewers can quickly associate the information with your initiative.

12 Chapter 1. Playbook Welcome Billboards Not Much Good Comes from Bad Roads Partners can advocate and spend money in ways DOTs cannot, so leverage strong relationships. 1 There Should Only Be One Grand Canyon 1 Scenario 2: Given the financial restrictions of the DOT, it is decided that purchasing billboard space would be seen as wasteful, irresponsible, or frivolous. However, it is also recognized that a broader campaign about the deplorable conditions of the highways is needed. Industry partners offer to develop and pay for billboards across the state. 2Tag lines need to be brief, powerful, and tied to the image — use about seven words or less.

Communicating the Value of Preservation: A Playbook 13 External Presentations Branding effort begins as slogan and logo is utilized in title of presentation. Use strong images with a clear analogy.3 1 Use clear, personal language to connect with your audience.2 Scenario 1: As part of the initiative, a presentation is developed for delivery to external partners and audiences.

14 Chapter 1. Playbook Welcome The presentation has an urgent tone. External Presentations (continued) 1 Use the words of stakeholders, especially those in the business sector. 2 Demonstrate that investment is tied to performance and request a conscious decision. 3 Scenario 2: An external presentation is developed to explain the recommendations of the Phoenix task force. A speakers’ bureau is established of task force members and DOT leaders and the presentation is used to ensure consistent messaging. It serves as the basis for other info pieces. These recommendations demonstrate the extent to which the DOT and task force listened and incorporated input. By combining technical data and financial forecasting, the cost to close the funding gap is translated into an easy-to-understand 25 cents per day per taxpayer rather than the $150 million annually needed to close the gap. 4

Communicating the Value of Preservation: A Playbook 15 Scenario 2: A handout highlighting the task force’s efforts is developed to support the presentation. Rebuild Roads Now to Avoid Costly Increases Later Start investing as little as 25 cents a day now to reclaim our roads, jump start our economy with immediate construction jobs and make <state> more competitive…OR let our highways and opportunities crumble and pay $4 per day later. Jane M. Doe CEO and President, Company Name “As part of the Phoenix Project Task Force, I have been honored to serve with a group of concerned citizens, business owners, taxpayers, and elected officials to convene hearings across the state so we could hear – in people’s own words – what they think of our highways and what, if anything they’re willing to do about it.” For More Information To obtain more information about the Phoenix Project Task Force and its activities, please contact: President of State of the Chamber Senate Transportation Chair DOT Public Affairs Street Address, Suite # Street Address, Suite # Street Address, Suite # City, State, Zip City, State, Zip City, State, Zip Phone Phone Phone E-mail Address E-mail Address E-mail Address Information is also available by visiting the Task Force's Web site and social networks: http://phoenixproject.org Facebook.com/PhoenixProject @PhoenixProject Linkedin.com/Phoenix Project Handouts From the beginning, the goal of the Phoenix Project Task Force was to understand how preservation ranks as a priority by listening to the full spectrum of voices across the state. The task force has met for over a year, talked with community leaders, business executives, drivers and citizens to hear what they think of our highways – and what, if anything they’re willing to do about it. Through this dialogue, the DOT has learned (State citizens) are ready to rebuild roads and protect investments. Task Force Recommendations: 1. It’s time to reverse the declining condition of our highways. We’ve reached the point where highway conditions are negatively impacting travelers and our economy. 2. The legislature should explore ways to fund preservation at $150 million more per year, which roughly equates to 25 cents per day more per taxpayer. The Phoenix Task Force further recommends that increase be implemented in the next legislative session. 3. Although 25 cents per day will not improve all highways to the condition the DOT recommends, that increase will allow <state> to improve the condition of our major highways to good condition. How do we know <state citizens> are ready to invest? John P. Smith Founder and CEO, Company Name “As a business owner myself, I understand the importance of investing in the future. I have had to make tough decisions on how I invest in my company to help meet the challenges we face every day.” Highways Must Be Fixed. Rough highways are causing too much damage to <state> businesses – and 80% of businesses surveyed are willing to support an initiative asking taxpayers to pay 25 cents per day more to improve highway quality. THE TIME TO FIX OUR HIGHWAYS IS NOW Drivers are Willing To Pay for Better Highways. 85% of drivers who participated in the Road Rallies said they are dissatisfied with current highway conditions – and 65% are willing to pay 25 cents per day to fix them. Jose C. Hernandez President and CEO, Major Employer “Investing 25 cents a day now will save us from a much more costly investment in the future. We can’t afford to underestimate that impact.” 1 A fact sheet or brochure that accompanies a presentation can be very powerful. It can provide more context and detail than can be fit onto a slide, and it serves as a take-home piece for the audience. Preserving our Infrastructure  We’ve come a long way since the mid‐80’s when less  than half of our roads were in good condition.  During  the 1980’s and 1990’s, we invested in the  reconstruction of nearly 100,000 highway miles.      Over the past eight months, DOT has gathered  feedback from users all across the state through  surveys and road rallies. We have learned our  customers expect 85% of our roads to be in good  condition at all times. As the graph below indicates –  we’re dropping below that target.  Did you know?   Rough roads cost the average driver $335 per  year due to tire and suspension damage and  reduced fuel efficiency.    Every $1 spent keeping a good road in good  condition saves $6 to $14 over rebuilding one  that has deteriorated.   Percent of Pavement in Good Condition Costs Per Lane Mile It’s about the applying the right treatment  to the right pavement  at the right time  Use quotes from business leaders to support the data indicating drivers are highly dissatisfied and the business community supports increased investment in preservation. It’s important to select and emphasize only the most important points — usually three to five key points is all that stakeholders will remember. If interested, stakeholders or the public can always read the full report. 4 4 Rebuild Roads Now to Avoid Costly Increases Later Start investing as little as 25 cents a day now to reclaim our roads, jump start our economy with immediate construction jobs and make <state> more competitive…OR let our highways and opportunities crumble and pay $4 per day later. Jane M. Doe CEO and President, Company Name “As part f t Ph enix Project Task Force, I have been honored to serve with a group of concerned citizens, business owners, taxpayers, and elected officials to convene hearings across the state so we could hear – in people’s own words – what they think of our highways and what, if anything they’re willing to do about it.” For More Inf rmation To obtain more information about the Phoe ix Project Task Force and its activities, please contact: President of State of the Chamber Senate Transportation Chair DOT Public Affairs Street Address, Suite # Street Address, Suite # Street Address, Suite # City, State, Zip City, State, Zip City, State, Zip Phone Phone Phone E-mail Address E-mail Address E-mail Address Infor ati n is also available by visiting th T sk Force's Web site and social networks: http://phoenix roject.org Facebook.com/PhoenixProject @PhoenixProject Linkedin.com/Phoenix Project 5 5 2 3 Preserving our Infrastructure We’ve come a long way since the mid-80’s when less than half of our r ads were in good condition. During the 1980’s and 1990’s, we invested in the reconstruction of nearly 100,000 highway miles. Over the past eight months, DOT has gathered feedback from users all across the state through surveys and road rallies. We have learned our customers expect 85% of our roads to be in good condition at all times. As the graph below indicates – we’re dropping below that target. Did you know? Rough roads cost the average driver $335 per year due to tir nd suspension damage and reduced fuel efficiency. Every $1 spent keeping a good road in good condition saves $6 to $14 over rebuilding one that has deteriorated. Percent of Pavement in Good Condition Costs Per Lane Mile It’s about the applying the right treatment to the right pavement at the right time Over the past several decades, <State> has invested billions of dollars to build one of the best transportation systems in the country. Our system is in good condition today, but it’s growing more expensive to maintain. <State DOT> has launched a new web site to highlight the importance of preserving the transportation system and to provide information regarding ways the system has played a vital part in economic development, community growth and civic pride. To learn more, visit: www.pennypaved.org For more information, please contact the DOT Preservation Office: 555.555.1000 joe@dot.org The Importan e f Preservation (State) DOT January 2012 2 3 Comparison of performance with customer expectations can be established through market research and highlighted with external audiences to demonstrate the DOT’s commitment to listening to its customers. Historical data shows past progress and the current challenge. 1 From the beginning, the goal of the Phoenix Project Task Force was to understand how preservation ranks as a priority by listening to the full spectrum of voices across the state. The task force has met for over a year, talked with community leaders, business executives, drivers and citizens to hear what they think of our highways – and what, if anything they’re willing to do about it. Through this dialogue, the DOT has learned (State citizens) are ready to rebuild roads and protect investments. Task Force R commendations: 1. It’s time to reverse the declining condition of our highways. We’ve reached the point where highway conditions are negativ ly impacti g travelers an our economy. 2. The legi lature should xplore ways to fu d pr rvation at $150 million more per year, which roughly equates to 25 cents per day more per taxpayer. The Phoenix Task Force further recommends that increase be implemented in the next legislative session. 3. Although 25 cents per day will not improve all highways to the condition the DOT recommends, that increase will allow <state> to improve the condition of our major highways to good condition. How do we know <state citizens> are ready to invest? John P. Smith Founder and CEO, Company Name “As a business owner myself, I understand the importance of investing in the future. I have had to make tough decisions on how I invest in my company to help meet the challenges we face every day.” Highways Must Be Fixed. Rough highways are causing too much damage to <state> businesses – and 80% of businesses surveyed are willing to support an initiative asking taxpayers to pay 25 cents per day more to improve highway quality. THE TIME TO FIX OUR HIGHWAYS IS NOW Drivers are Willing To Pay for Better Highways. 85% of drivers who participated in the Road Rallies said they are dissatisfied with current highway conditions – and 65% are willing to pay 25 cents per day to fix them. Jose C. Hernandez President and CEO, Major Employer “Investing 25 cents a day now will save us from a much more costly investment in the future. We can’t afford to underestimate that impact.” 4 Scenario 1: A professional looking brochure is developed as a companion piece for an external presentation.

16 Chapter 1. Playbook Welcome   From: DOT Secretary [mailto: DOT@pennypaved.org] Sent: Tuesday, February 7, 2012 11:13 AM To: Stakeholders Subject: A Penny Paved is a Penny Saved   Good morning: On behalf of the Department of Transportation, I’m pleased to announce a new initiative regarding the importance of preserving our system. This new initiative – called “A Penny Paved is a Penny Earned” – is focused on communicating the ongoing efforts by the DOT to protect our state’s investment. As you know, over the past several decades, (State) has invested billions of dollars to build one of the best transportation systems in the country. While our system is in good condition today, it is growing more expensive to maintain. The goal behind our “Penny Paved” campaign is to ensure the public is informed about the ongoing efforts to protect the investments of the past, and wisely invest for the future. To that end, we’re launching a new web site at www.pennypaved.org which features important information about the transportation system and ongoing preservation efforts throughout our state. Based upon input gathered from citizens, communities and stakeholders, the web site has been developed to highlight the importance of the transportation system as well as provide information on how the system plays a vital part in economic development, community growth, and civic pride. Visitors can learn about upcoming projects, track progress and view first-hand the importance of preservation. The new site offers a great opportunity to provide information as well as gather feedback from the very citizens who use the transportation system every day. Support from our stakeholders is critical to maintaining our infrastructure and we’re glad to have you on our side. The “Penny Paved” initiative is based upon a culmination of meetings the (State) Department of Transportation has held throughout (State) over the past two years – in which many of you participated! We hope you’ll find the new Web site informative – and welcome any feedback along the way. Thank you, John  John Smith  Secretary  (State) Department of Transportation  888‐555‐5000  jsmith@dot.gov  www.pennypaved.org  DOT Secretary 2 Providing links is an inexpensive, easy way to drive stakeholders to your messages. Providing links is an inexpensive, easy way to drive stakeholders to your messages. Email Blasts In an email blast about recommendations, go directly to stakeholders. Don’t forget to thank people for their participation. In an email blast about recommendations, go directly to stakeholders. Don’t forget to thank people for their participation. 2 From: DOT Secretary [mailto:Secretary@DOT.org] Sent: Wednesday, March 21, 2012 1:20 PM To: Stakeholders Cc: Phoenix Task Force Subject: Phoenix Task Force Recommendations Dear Stakeholders and Partners: As many of you are aware, over the past eight months the <State> DOT has been working to develop a responsible and supportable plan for preserving our transportation system. Thank you to each of you for providing feedback through survey responses, road rallies, focus group sessions and phone calls. Thank you also to the Phoenix Task Force members for their role in reviewing responses and preparing a recommendation. In listening to community leaders, business executives, drivers and citizens, we have heard the message clearly – <State> is ready to rebuild roads and invest in our highway system. Based upon the information gathered, the Phoenix Task Force has made the following recommendations:  It’s time to reverse the declining condition of our highways. We’ve reached the point where highway conditions are negatively impacting travelers and our economy.  The legislature should explore ways to fund preservation at $150M more per year, which roughly equates to an increase of 25 cents per day per taxpayer. The Phoenix Task Force further recommends that increase be implemented in the next legislative session. Though this falls short of the target level, the increase would allow for major system improvements and continued maintenance efforts critical at this time.  Although 25 cents per day will not improve all highways to the condition the DOT recommends, it would allow <State> to improve the condition of our major highways to good condition. As shared by <Name>, Phoenix Task Force co-chair, “We can’t afford to have highways in excellent condition everywhere right now, but we can make strategic investments to improve our most important trade and travel corridors. When the economy improves, we’ll work to bring the rest of our highways into good condition.” For more information on the Phoenix Task Force recommendations, please visit www.phoenixproject.org or download the brochure here (hyperlink). We look forward to your continued feedback and appreciate your support as we work to preserve the investment in our state’s transportation system. Sincerely, DOT Secretary     First Name Last Name  Secretary  Department of Transportation  Mobile   (555) 555‐5555  Direct    (555) 555‐5555  Main      (555) 555‐555  Secretary@DOT.org               DOT Secretary  11 Scenario 1: The DOT maintains a robust database of stakeholders that the secretary uses to regularly engage with the stakeholder community. Scenario 2: To publicize the recommendations of the task force, a variety of spokespeople are engaged and all communication channels are used. Note the consistent messaging across all materials.   From: DOT Secretary [mailto: DOT@p nnypaved.org] Sent: Tuesday, February 7, 2012 11:13 AM To: Stakeholders Subject: A Penny Paved is a Penny Saved   Good morning: On behalf of the Department of Transportation, I’m pleased to announce a new initiative regarding the importance of preserving our system. This new i iti tive – called “A Penny Paved is a Penny Earned” – is focused on communicating the ongoing efforts by the DOT to protect our state’s investment. As you know, over the past several d cade , (Stat ) h s invest d billions of dollars to build one of the best transportation systems in the country. While our system is in good condition today, it is growing more expensive to maintain. The goal behi d our “Pe ny Paved” campaig is to ensure the public is informed about the ongoing efforts to protect th investm t of th past, and wisely invest for the future. To that end, we’re launching a new w b si e at www.pennypav d.org which features important information about the transportation syste and ongoi g preser ation efforts throughout our state. Based upon input gathered from citizens, communities and stakeholders, the web site has been developed to highlight the importance of the transportation system as well as provide information on how the system plays a vital part in economic development, community growth, and civic pride. Visitors can learn about upcoming projects, track progress and view first-hand the importance of preservation. The new site offers a great opportunity to provide information as well as gather feedback from the very citizens who use the transportation system every day. Support from our stakeholders is critical to maintaining our infrastructure and we’re glad to have you on our side. The “Penny Paved” initiative is based upon a culmination of meetings the (State) Department of Transportation has held throughout (State) over the past two years – in which many of you particip ted! We hope you’ll find the new Web site informative – and welcome any feedback along the way. Thank you, John  John Smith  Secretary  (State) Department of Transportation  888‐555‐5000  jsmith@dot.gov  www.pennypaved.org  DOT Secretary 2 From: DOT Secretary [mailto:Secretary@DOT.org] Sent: Wednesday, March 21, 2012 1:20 PM To: Stakeholders Cc: Phoenix Task Force Subject: Phoenix Task Force Recommendations Dear Stakeholders and Partners: As many of you are aware, over the past eight months the <State> DOT has been working to develop a responsible and supportable plan for preserving our transportation system. Thank you to each of you for providing feedback through survey responses, road rallies, focus group sessions and phone calls. Thank you also to the Phoenix Task Force members for their role in reviewing responses and preparing a recommendation. In listening to community leaders, business executives, drivers and citizens, we have heard the message clearly – <State> is ready to rebuild roads and invest in our highway system. Based upon the information gathered, the Phoenix Task F rc has made the following recommendations:  It’s time to reverse the declining condition of our highways. We’ve reached the point where highway conditions are negatively impacting travelers and our economy.  The legislature should explore ways to fund preservation at $150M more per year, which roughly equates to an increase of 25 cents per day per taxpayer. The Phoenix Task Force further recommends that increase be impl mented in the next legislative session. Though this falls short of the target level, the increase would allow for major system improvements and continued maintenance efforts critical at this time.  Al hough 25 cents per day will not improve all highw y t t e condition the DOT recommends, it would allow <State> to improve the condition of our major highways to good condition. As shared by <Name>, Phoenix Task Force co-chair, “We can’t afford to have highways i excellent conditi n everyw re right now, but we can make strat gic inv stments to improve our most important t ade and travel co rid s. hen the ec nomy improves, we’ll work to bring the rest of our highways into good condition.” For more information on the Phoenix Task F rce ecommendations, l se visit w w.pho nixproj ct.org or download the brochur here (hyperlink). We look forward to your continued feedback and appreciate your support as we work to preserve the investment in our state’s transportation system. Si cerely, DOT Secretary     First Name Last Name  Secretary  Department of Transportation  Mobile   (555) 555‐5555  Direct    (555) 555‐5555  Main      (555) 555‐555  Secretary@DOT.org               DOT Secretary  2   From: DOT Secretary [ ailto: DOT@pennypaved.org] Sent: T esday, February 7, 2012 11:13 AM To: Stak holders Subject: A Penny Paved is a Penny Saved   Good morn ng: On be alf of th D partment of Transportation, I’m pleased to announce a new initiative regarding the importanc f preserving our system. This new initiative – called “A Penny Paved is a Penny Earned” – is focused on communicating the ongoing efforts by th DOT to prot ct ur state’ investm nt. As you know, over the pa t several d ca s, (State) has invested billions of dollars to build one of the best transportati n systems in the country. While our system is in good condition today, it is growing more expensive to maintain. The goal behind our “Penny Paved” camp ign is to ensure the public is informed about the o goin efforts to protect the investments of the past, and wisely invest for the future. To that end, we’re launching a new web site at www.pennypaved.org which features important infor ation about the transpo tation system and ongoing preservation efforts throughout ur state. Based upon input gathered from citizens, communities and stakeholders, the web site has been developed to highlight the importance of the transportation system as well as provide information on how the system plays a vital part in economic development, community growth, and civic pride. Visitors can learn about upcoming projects, track progress and view first-hand the importance of preservation. The new site offers a great opportunity to provide information as well as gather feedback from the very citizens who use the transportation system every day. Support from our stakeholders is critical to maintaining our infrastructure and we’re glad to have you on our s de. The “Penny Paved” initiative is based upon a culmination of meetings the (State) Department of Transportation has held throughout (State) over the past two years – in which many of you participated! We hope you’ll find the new Web site informative – and welcome any feedback along the way. Thank you, John  John Smith  Secretary  (State) Department of Transportation  888‐555‐5000  jsmith@dot.gov  www.pennypaved.org  DOT Secretary 1 From: DOT Secretary [mailto:Secretary@DOT.org] Sent: Wednesday, March 21, 2012 1:20 PM To: Stakeholders Cc: Phoenix Task Force Subject: Phoe ix Task Force Recommendations Dear Stakeholders nd Partners: As many of you are aware, over the past eight months the <State> DOT has been working to develop a responsible and supportabl plan for preserving our transportation system. Thank you to each of you for providing feedback through survey responses, road rallies, focus group sessions and phone calls. Thank you also to the Phoenix Task Force members for their role in reviewing responses and preparing a recommendation. In listening to community leaders, business xecutives, drivers a d citiz ns, we have heard the message clearly – <State> is ready to rebuild roads and invest in our highway syst m. Based up n the information gathered, the Phoenix Task Force has made the following recommendations:  It’s time to r verse the declining condition of our highways. We’ve reached the point where highway conditions are negatively impacting travelers and our economy.  The legislature should explore ways to fund preservation at $150M more per year, which roughly equates to an increase of 25 cents per day per taxpayer. The Phoenix Task Force further recommends that increase be implemented in the next legislative session. Though this falls short of the target level, the increase would allow for major system improvements and continued maintenance efforts critical at this time.  Although 25 cents per day will not improve all highways to the condition the DOT recommends, it would allow <State> to improve the condition of our major highways to good condition. As shared by <Name>, Phoenix Task Force co-chair, “We can’t afford to have highways in excellent condition everywhere right now, but we can make strategic investments to improve our most important trade and travel corridors. When the economy improves, we’ll work to bring the rest of our highways into good condition.” For more information on the Phoenix Task Force recommendations, please visit www.phoenixproject.org or download the brochure here (hyperlink). We look forward to your continued feedback and appreciate your support as we work to preserve the investment in our state’s transportation system. Sincerely, DOT Secretary     First Name Last Name  Secretary  Department of Transportation  Mobile   (555) 555‐5555  Direct    (555) 555‐5555  Main      (555) 555‐555  Secretary@DOT.org               DOT Secretary  1

Communicating the Value of Preservation: A Playbook 17 Op-eds Op-eds should be authored by a respected local business leader. 2 Reference other prominent issues of the day for an effective op-ed piece. 1 Scenario 2: To promote the Phoenix recommendations, members of the task force write a series of op-eds to local newspapers.