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From page 153... ... Communicating the Value of Preservation: A Playbook 153 Appendix C Supplemental Playbook Material C-1: Sample Audience Segmentation Analysis C-2: Stakeholder Interview Guide C-3: Communication Strategy Self-Assessment Read the entire page →
From page 154... ... 154 Appendix C-1: Sample Audience Segmentation Analysis C-1: Sample Audience Segmentation Analysis Read the entire page →
From page 155... ... Communicating the Value of Preservation: A Playbook 155 Audience Segment Characteristics Elected Officials Statewide elected officials – governor is really only statewide official interested in transportation Conservative political views Motivation for action: balance budget; create jobs Words that resonate: job creation, economic development Trusted sources of info: cabinet secretaries, political advisors Most effective delivery: advocates, especially contractor industry regarding job preservation Perception of preservation/maintenance: something DOTs should do but not a top priority for investment Congressional Delegation Conservative political views Motivation for action: issue tied to state's economy; constituent requests Words that resonate: job creation, economic development Trusted source of info: longtime supporters Most effective delivery: advocates, especially contractor industry regarding job preservation Perception of preservation/maintenance: something state DOTs should manage State legislators Conservative political views Motivation for action: cut state spending; balance budget Words that resonate: shrinking or "right-sizing" government Trusted source of info: constituents Most effective delivery: constituents Perception of preservation/maintenance: something DOTs should do but not a top priority for investment Progressive political views Motivation for action: job creation and maintaining social safety net Words that resonate: job creation, economic development, investment Read the entire page →
From page 156... ... 156 Appendix C-1: Sample Audience Segmentation Analysis Trusted source of info: constituents Most effective delivery: advocates, especially contractor industry regarding job preservation Perception of preservation/maintenance: investment that can help sustain jobs State legislators Urban/suburban Motivation for action: economic development Words that resonate: job creation, economic development, economic incentives Trusted source of info: constituents, esp Chambers of Commerce and business community Most effective delivery: advocates, especially from business community Perception of preservation/ maintenance: squeaky wheel. As long as constituents/commuters aren't complaining, then it must be ok. Read the entire page →
From page 157... ... Communicating the Value of Preservation: A Playbook 157 isn't enough difference to separate city and county officials) Trusted source of info: longtime supporters and local elected officials Most effective delivery: info exchange at monthly eggs and issues breakfasts Perception of preservation/maintenance: critical that bridges be preserved so that crops can be taken to market during harvest Rural Motivation for action: sustainability / survival of local communities Words that resonate: economic development, support the rural lifestyle Trusted source of info: longtime supporters and local elected officials Most effective delivery: info exchange at monthly ‘eggs and issues' breakfasts Perception of preservation/maintenance: critical that bridges be preserved so that crops can be taken to market during harvest Read the entire page →
From page 158... ... 158 Appendix C-2: Stakeholder Interview Guide C-2: Stakeholder Interview Guide Read the entire page →
From page 159... ... Communicating the Value of Preservation: A Playbook 159 Appendix B-4: Stakeholder Interview Guide Introductory Remarks  Introduce yourself, explain purpose of call or visit  Explain or define the highway/bridge system to which your questions apply (in other words, interviewees might confuse a highway which is the state's responsibility with a local road so you need to clarify that up front)  Assure interviewee that comments will be kept confidential  Ask for contact information Questions 1. Read the entire page →
From page 160... ... 160 Appendix C-2: Stakeholder Interview Guide 3. In general, how do you get most of your information about transportation issues? Read the entire page →
From page 161... ... Communicating the Value of Preservation: A Playbook 161 C-3: Communication Strategy Self-Assessment Read the entire page →
From page 162... ... 162 Appendix C-3: Communication Strategy Self-Assessment A ‘self assessment' means collection and analysis of communication performance data with the ultimate objective of strengthening communication practices. In this Appendix, a three-tiered set of self-assessment practices is presented that state DOTs can choose among to help establish rigorous methods for evaluating the outputs and outcomes of their efforts to communicate the value of pavement maintenance and preservation. Read the entire page →
From page 163... ... Communicating the Value of Preservation: A Playbook 163 Fi ure C-3-1: ‘Research, Create, Evaluate, Refine' Process for Communications One word of warning – no amount of assessment can correct for a failure to align communication practices with agency-wide priorities. For example, saying that preservation is a top priority, but burying information about highway conditions in a hard-to-find part of your agency's website is incongruent – the stated priority is not supported by the communication approach. Read the entire page →
From page 164... ... 164 Appendix C-3: Communication Strategy Self-Assessment  Message Cost? Are the costs of preservation communications in line with expectations of DOT executives and defendable to the public and legislators? Read the entire page →
From page 165... ... Communicating the Value of Preservation: A Playbook 165 ‘Measuring Behavior' Stage – As measurement reaches a mature stage, practitioners shift from indirect tracking of messages to tracking changes in customers' opinions, attitudes or behaviors. Based on the step-wise progression that characterizes DOTs' use of communication self assessment tools, in this memo we identify and review the traditional and social media assessment tools and techniques that are most relevant to state DOTs and how they fit within a ‘basic,' ‘intermediate,' or ‘advanced' level assessment paradigm, as shown in Figure C-3-2. Read the entire page →
From page 166... ... 166 Appendix C-3: Communication Strategy Self-Assessment  Informal Audience Surveys - Conduct surveys to assess if your audience is receiving the information they need, or if there are ways to improve. For example, the Minnesota Department of Transportation includes a link on their website inviting users to participate in a brief survey that asks "How can we improve? Read the entire page →
From page 167... ... Communicating the Value of Preservation: A Playbook 167 quality of outcomes. In addition to including various basic-level communication evaluation techniques, intermediate evaluation techniques include: o Analyzing information collected from Facebook & Twitter accounts by creating a database with fields for tracking: ‘Likes,' ‘Re-tweets,' ‘Mentions,' direct messages, increases/decreases in ‘followers,' and ‘Comments;' o Monitoring positive, negative, and neutral feedback from social media channels; o Tracking the types and tones of ‘Re-Tweets' and graphing the timing and level of activity; and o Evaluating which topics or types of content are most often ‘Re-Tweeted' or ‘Liked.' Are your followers ‘Re-Tweeting' to serve as a content provider with helpful updates to their colleagues, and as such look to be "first to know" on campaigns or issues? Read the entire page →
From page 168... ... 168 Appendix C-3: Communication Strategy Self-Assessment interaction from behind mirrors. However, that level of research and cost is probably not warranted for refining preservation messages. Read the entire page →
From page 169... ... Communicating the Value of Preservation: A Playbook 169  Keep an open mind: Once you have set your metrics and given it the appropriate attention and amount of time, don't be discouraged if your goals aren't met immediately. Social media especially is unique, and once a message is out there you have little control. Read the entire page →

From page 153...

... Communicating the Value of Preservation: A Playbook 153 Appendix C Supplemental Playbook Material C-1: Sample Audience Segmentation Analysis C-2: Stakeholder Interview Guide C-3: Communication Strategy Self-Assessment