Rebranding TCAPP to PlanWorks (2014) / Chapter Skim
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Rebranding TCAPP to PlanWorks Project No. C37 Burns & McDonnell Engineering Company, Inc.
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C-37: Rebranding TCAPP to PlanWorks P a g e | 2 TABLE OF CONTENTS Page No.
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C-37: Rebranding TCAPP to PlanWorks P a g e | 3 EXECUTIVE SUMMARY The Burns & McDonnell team was selected to develop a marketing plan for the tool known as Transportation for Communities -- Advancing Projects through Partnerships (TCAPP) as part of the second Strategic Highway Research Program (SHRP 2)
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C-37: Rebranding TCAPP to PlanWorks P a g e | 4 • The TCAPP name is not well supported using the branding criteria, stakeholder feedback, or consultant review. • While the name Navigator is well supported using the branding criteria, it is not as well supported based on stakeholder feedback and consultant review, given the relatively larger negative reaction to the name.
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C-37: Rebranding TCAPP to PlanWorks P a g e | 5 Figure ES.1. Overall Stakeholder Survey Results Figure ES.2.
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C-37: Rebranding TCAPP to PlanWorks P a g e | 6 Figure ES.3. Stakeholder Survey Results on TCAPP-Proposed Color Palettes 40% 5.3 4.3 5.0 35% 52% 18% 20% 18% 48% 28% 42% Negative Mean Neutral Positive Energy & Efficiency Simplicity & Sophistication Bold Action
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C-37: Rebranding TCAPP to PlanWorks P a g e | 7 MARKET RESEARCH The initial C37 research project was designed to deliver a comprehensive marketing plan for TCAPP. In the early phases of the project, the consulting team conducted a series of market research activities related to marketing TCAPP, including an examination of whether TCAPP should be rebranded.
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C-37: Rebranding TCAPP to PlanWorks P a g e | 8 • Elizabeth Sanford, Cambridge Systematics Pilot Study Participants • Craig Casper, Transportation Director, Pikes Peak Area Council of Governments • Robin Mayhew, Program Manager, Puget Sound Regional Council • Matt Shands, Minnesota Department of Transportation (DOT) • Shuming Yan, Deputy Planning Director, Urban Planning Office, Washington State DOT Potential Users/Critical Audiences • Matt Hardy, Program Director for Policy and Planning, AASHTO • Carol Legard, Transportation Liaison, Advisory Council on Historic Preservation • Rich Denbow, Director of Technical Programs, Association of Metropolitan Planning Organizations (AMPO)
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C-37: Rebranding TCAPP to PlanWorks P a g e | 9 • Possible definitions of TCAPP, along with potential brand look and feel, name, and tag line, should the decision be made to rename and rebrand TCAPP. A summary of the focus groups' branding discussion is provided below.
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C-37: Rebranding TCAPP to PlanWorks P a g e | 10 Participants were asked to brainstorm definitions for TCAPP. Many emphasized shorter definitions, since lengthy responses don't keep people's interest (both verbally and in text)
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C-37: Rebranding TCAPP to PlanWorks P a g e | 11 Table 1.2. Focus Groups: Names and Tag Lines Names Tag lines Ike Transportation Planning @ Its Best Ike Integrating knowledge and experience PlanGuide Share ideas.
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C-37: Rebranding TCAPP to PlanWorks P a g e | 12 Generally, participants found TCAPP to be a good resource and found that its depth of content added value. Participants generally expressed a favorable impression of TCAPP and the majority of participants said that they would use TCAPP in the future.
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C-37: Rebranding TCAPP to PlanWorks P a g e | 13 2.0 BRANDING METHODOLOGY 2.1 Branding Criteria The research team developed a set of draft brand criteria to evaluate potential names for TCAPP and submitted that criteria for review by the core group of TRB, AASHTO and FHWA representatives. To maximize TCAPP's effectiveness, the brand should follow the criteria below: Table 2.1.
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C-37: Rebranding TCAPP to PlanWorks P a g e | 14 2.2 Branding Definitions Below is the list of brand element definitions the consultant team employed during the rebranding effort. Table 2.2.
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C-37: Rebranding TCAPP to PlanWorks P a g e | 15 3.0 BRAND DEVELOPMENT 3.1 Initial Name Concepts The research team evaluated more than two dozen potential names, based on the brand criteria, and discussed the options with TRB, AASHTO, and the FHWA representatives. As a result of this review, the following four names and tag lines were initially presented by the research team.
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C-37: Rebranding TCAPP to PlanWorks P a g e | 16 have fatal flaws due to trademark conflicts, and the name would be confused with something sounding like "Go Planet". Option 2 PlanWorks: The project planning accelerator Score 8/9 (see Table 3.1 on page 17)
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C-37: Rebranding TCAPP to PlanWorks P a g e | 17 original name that is now less desirable. For TCAPP, the original name (Transportation for Communities -- Advancing Projects through Partnerships)
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C-37: Rebranding TCAPP to PlanWorks P a g e | 18 3.2 Refining Name and Tag Lines Concepts TRB, AASHTO, and FHWA core team members provided feedback on names provided in Table 3.2. Team members requested a few options that included project in the name.
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C-37: Rebranding TCAPP to PlanWorks P a g e | 19 Table 3.3. TETG Project Name Feedback COMPASS: PLANNING BETTER PROJECTS Can be constructed to mean lots of other things Like but recognize the difficulty with Internet searches Like the tag line and that it meets all the branding criteria Like simplicity of Compass Implies straight line from A to B Several states use Compass in long-range plans (examples: North Carolina and California)
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C-37: Rebranding TCAPP to PlanWorks P a g e | 20 In the calls following the TETG panel discussion, the core group of TRB, AASHTO and FHWA representatives concluded that the name "Compass" had a fatal flaw because it is so frequently used that its "searchability" is diminished and, in fact, it is frequently used within FHWA. The name "Project Planner" was eventually dismissed because team members thought that name implies a tool that offers scheduling and cost-estimating functions and was too narrowly focused.
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C-37: Rebranding TCAPP to PlanWorks P a g e | 21 Table 3.4. Original Graphic Treatments Names This name was eventually eliminated for a potentially fatal flaw described above.
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C-37: Rebranding TCAPP to PlanWorks P a g e | 22 3.4 Applying Color Palettes Once final designs, names, and tag lines were vetted with the core group of TRB, AASHTO, and FHWA representatives, four-color palettes were applied to each concept. A magenta palette was eliminated through feedback from TRB, AASHTO, and FHWA team members.
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C-37: Rebranding TCAPP to PlanWorks P a g e | 23 The consulting team evaluated the final draft concepts using the branding criteria and results are provided below: Table 3.5. Final Draft Concepts Compared to Evaluation Criteria U nd er st an da bl e Re la ta bl e In sp iri ng Vi su al M em or ab le Co he si ve Be ne fic ia l Sh or t a nd S im pl e W el co m in g Branding Criteria TCAPP Planning better projects Navigator Planning better projects Project Planning Advisor Better decisions -- better delivery PlanWorks Partnership for better projects PlanWorks Better planning, better projects
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C-37: Rebranding TCAPP to PlanWorks P a g e | 24 Below is each concept with the final three-color palettes applied. Figure 3.3.
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C-37: Rebranding TCAPP to PlanWorks P a g e | 25 4.0 FEEDBACK ON DRAFT FINAL BRAND ELEMENTS 4.1 Survey Overview The consultant team developed an electronic survey to gather feedback on the logos, tag lines, and color palette options. This survey was distributed via e-mail and recipients were allowed a week to complete it.
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C-37: Rebranding TCAPP to PlanWorks P a g e | 26 • Senior Leadership • Project Management/Project Development • Engineering Individuals could choose more than one job function. This distribution of survey respondents based on job functions is presented in the pie chart below.
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C-37: Rebranding TCAPP to PlanWorks P a g e | 27 Table 4.1. Stakeholder Survey Results on Proposed TCAPP Concepts Observations: • PlanWorks: Better planning.
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C-37: Rebranding TCAPP to PlanWorks P a g e | 28 4.3 Results Sorted by Job Function Table 4.2. Survey Results Based on Survey Respondents' Job Functions 4.4 Color Palettes Survey respondents replied to a series of questions looking at the color palette choices.
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C-37: Rebranding TCAPP to PlanWorks P a g e | 29 Observations: • Energy & Efficiency received the highest mean score as well as highest positive impression percentage. • Simplicity & Sophistication received the lowest mean score as well as the highest negative impression percentage.
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C-37: Rebranding TCAPP to PlanWorks P a g e | 30 5.0 CONCLUSIONS Multiple names, tag lines, logos, and color palette combinations were developed as part of the C37 rebranding effort for TCAPP. These brand elements were evaluated using a three-pronged approach, including: (1)
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C-37: Rebranding TCAPP to PlanWorks P a g e | 31 These conclusions are also summarized in Table 5.1. Table 5.1.
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