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From page 61... ... Communicating the Value of Preservation: A Playbook 61 Appendix A Example Materials Developed for the Project Each of the following sub-appendices contains full versions of the communications materials described in the two hypothetical campaigns presented in Chapter 1. The versions presented here also offer annotations that can help guide you through developing your own materials. Read the entire page →
From page 62... ... 62 Appendix A-1: Presentations A-1: Presentations Read the entire page →
From page 63... ... Communicating the Value of Preservation: A Playbook 63 Scenario 1 Internal Presentation 1: I'm here today to talk about our preservation program. This picture is of course tongue in cheek, but it does capture the essence of the challenge we face. Read the entire page →
From page 64... ... 64 Appendix A-1: Presentations 3: To get to our targets, it's about balancing these three questions. Where do the highways need improvements or treatments? Read the entire page →
From page 65... ... Communicating the Value of Preservation: A Playbook 65 5: This question captures one end of the spectrum -- When is it no longer cost effective to rehabilitate? 6: And here's the other end of the spectrum… Rather than just focus only on the aging parts of our system, what can we do to prevent them from deteriorating in the first place? Read the entire page →
From page 66... ... 66 Appendix A-1: Presentations 7: Obviously we need to reconstruct old pavements and rebuild new bridges, but not at the expense of preventative actions. It's about balancing these needs in the most cost-effective way over the long term. Read the entire page →
From page 67... ... Communicating the Value of Preservation: A Playbook 67 9: Preservation is also cheaper in the long run. Here's a demonstration of that point: Condition on the vertical axis, time on the bottom. Read the entire page →
From page 68... ... 68 Appendix A-1: Presentations 11: How much we spend and when also matters. In this example we start with $10 million in backlog of needs, represented by the blue line. Read the entire page →
From page 69... ... Communicating the Value of Preservation: A Playbook 69 13: So what does this all mean? Well here's our pavement chart again… If we refocus our efforts on preservation we can get back to our targets and stay there. Read the entire page →
From page 70... ... 70 Appendix A-1: Presentations Scenario 2 Internal Presentation 1: We're here today to talk about what it's going to take to maintain -- or hopefully improve -- the condition of our highways. 2: We all know that the condition of our highways falls well below our target which is to have 85% of all highways in good condition. Read the entire page →
From page 71... ... Communicating the Value of Preservation: A Playbook 71 3: You'll remember that in the face of budget reductions, we shifted $100 million from capacity to shore up preservation investment. Despite the shift, it wasn't enough to make up the overall reduction in preservation spending due to budget reductions. Read the entire page →
From page 72... ... 72 Appendix A-1: Presentations 5: Essentially, we need to figure out how to close this $200 million gap in preservation funding to reverse the trend. 6: $100 million had been left in capacity for highprofile/priority projects and further reductions would be politically risky. Read the entire page →
From page 73... ... Communicating the Value of Preservation: A Playbook 73 7: The negative impact of the shifting-funds or waiting-for- an-economic-recovery approach on community partners and the DOT is not acceptable. In looking at our options, the most productive and ultimately sustainable approach is to build support for increased preservation funding through stakeholder engagement. Read the entire page →
From page 74... ... 74 Appendix A-1: Presentations 9: Given the state of disrepair and long-term lack of funding, it will be important to build momentum with key stakeholders and determine what a "supportable" level of investment might be. We recommend that a task force and road rallies be held to create a more public discussion of supportable investment. Read the entire page →
From page 75... ... Communicating the Value of Preservation: A Playbook 75 This slide is intentionally left visually wide open so that open discussion can occur. 11: Now that we've discussed that an active engagement process should be developed and we need to leverage various partners, let's talk about next steps. Read the entire page →
From page 76... ... 76 Appendix A-1: Presentations Scenario 1 External Presentation 1: I'm here today to talk about the need for preservation in our state. Hopefully when I'm done you'll agree with the title, that "a penny paved is a penny earned." 2: Any ideas who said this? Read the entire page →
From page 77... ... Communicating the Value of Preservation: A Playbook 77 3: Audi said it in a full-page ad in the New York Times from September of 2011. If you can't read it, it says: "The roads are underfunded by $450 billion. Read the entire page →
From page 78... ... 78 Appendix A-1: Presentations 5: $335 is a lot of money. Here are some other things that cost $335. Read the entire page →
From page 79... ... Communicating the Value of Preservation: A Playbook 79 7: Some will advocate for a worst-first approach where we fix the worst roads first. "Worst first" sounds great, but it's a horrible strategy. Read the entire page →
From page 80... ... 80 Appendix A-1: Presentations 9: Just like it's important to brush our teeth, it's important to preserve our highways. 10: Obviously we need to reconstruct old pavements and rebuild new bridges, but not at the expense of preventative actions. Read the entire page →
From page 81... ... Communicating the Value of Preservation: A Playbook 81 11: So what does this all mean? Well here's our pavement chart again… If we refocus our efforts on preservation we can get back to our targets and stay there. Read the entire page →
From page 82... ... 82 Appendix A-1: Presentations 13: As part of our focus we've launched an awareness initiative at pennypaved.com. We'll be promoting our performance efforts and you can interact and learn more about preservation. Read the entire page →
From page 83... ... Communicating the Value of Preservation: A Playbook 83 Scenario 2 External Presentation 1: Happy to have the opportunity to share the Phoenix Task Force conclusions and recommendations with you. 2: The primary recommendation of the Phoenix Task Force is that the condition of highways needs to be improved now. Read the entire page →
From page 84... ... 84 Appendix A-1: Presentations 3: For you, improved highway conditions mean: 1. You and your family will have smoother and safer roads to travel. Read the entire page →
From page 85... ... Communicating the Value of Preservation: A Playbook 85 5 6: In a statistically valid survey of state businesses: 1. About 95% of respondents think the condition of our highways hurt business recruitment efforts -- just like John Smith said; 2. Read the entire page →
From page 86... ... 86 Appendix A-1: Presentations 7 8: In a statistically valid survey of state drivers, 85% of respondents are either dissatisfied or very dissatisfied with current highway conditions. And, 65% of those drivers are willing to pay 25 cents/day to improve conditions of our major highways. Read the entire page →
From page 87... ... Communicating the Value of Preservation: A Playbook 87 9 10 Tailor presentations for your target audience so that representatives from the region or industry are included. Or, if you don't have time to customize presentations, make sure to have broad geographic and industry representation. Read the entire page →
From page 88... ... 88 Appendix A-1: Presentations 11: You may have seen this image on one of the 30 billboards across the state talking about how not much good comes from bad roads. As co-chair of the Phoenix task force challenges, "we can and must do better" and here's why: 12: As the slide demonstrates, based on current funding levels for preservation, the DOT would anticipate another 13% of our highways would fall out of good condition in the next 8 years. Read the entire page →
From page 89... ... Communicating the Value of Preservation: A Playbook 89 13: Residents, business owners, and community leaders said that, while they'd like 85% of highways in good condition, we can't afford that right now. Target lowered to a more affordable 75%. Read the entire page →
From page 90... ... 90 Appendix A-1: Presentations 15: Now is the time to invest in better highway conditions. We'll see immediate creation of construction jobs -- and more importantly, position our state for better longterm growth because relocating businesses look at good highway access as a key criterion. Read the entire page →
From page 91... ... Communicating the Value of Preservation: A Playbook 91 17 Always provide a way for audiences to contact you following the presentation. Read the entire page →
From page 92... ... 92 Appendix A-2. Logos, Slogans and Billboards A-2: Logos, Slogans, and Billboards Read the entire page →
From page 93... ... Communicating the Value of Preservation: A Playbook 93 Scenario 1 Logo and Slogan A PENNY PAVED IS A PENNY EARNED A refined logo will give external audiences something to identify with. The slogan and logo invoke a sense of responsibility and efficiency, which were discovered as important customer values during market research. Read the entire page →
From page 94... ... 94 Appendix A-2. Logos, Slogans and Billboards Scenario 2 Logo and Slogan THE PHOENIX PROJECT: Rebuilding Highways and Investments A refined logo will give external audiences something to identify with. Read the entire page →
From page 95... ... Communicating the Value of Preservation: A Playbook 95 Scenario 2 Billboards Not Much Good Comes from Bad Roads There Should Only Be One Grand Canyon Effective billboards require memorable images and striking, short messages -- usually seven words or less. Partners can advocate and spend money in ways DOTs cannot, so leverage strong relationships. Read the entire page →
From page 96... ... 96 Appendix A-3: Fact Sheets and Brochures A-3: Fact Sheets and Brochures Read the entire page →
From page 97... ... Communicating the Value of Preservation: A Playbook 97 Scenario 1 Internal Fact Sheet 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. Read the entire page →
From page 98... ... 98 Appendix A-3: Fact Sheets and Brochures Scenario 1 External Brochure (Outside) Over the past several decades, has invested billions of dollars to build one of the best transportation systems in the country. Read the entire page →
From page 99... ... Communicating the Value of Preservation: A Playbook 99 Scenario 1 External Brochure (Inside) 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. Read the entire page →
From page 100... ... 100 Appendix A-3: Fact Sheets and Brochures Scenario 2 Brochure (Outside) An interactive map on the website allows citizens to learn more about task force members in an uncluttered way. Read the entire page →
From page 101... ... Communicating the Value of Preservation: A Playbook 101 Scenario 2 Brochure (Inside) The format of this info piece allows participants to understand (in advance) Read the entire page →
From page 102... ... 102 Appendix A-3: Fact Sheets and Brochures Scenario 2 Fact Sheet (Front) 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. Read the entire page →
From page 103... ... Communicating the Value of Preservation: A Playbook 103 Scenario 2 Fact Sheet (Back) 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 more competitive…OR let our highways and opportunities crumble and pay $4 per day later. Read the entire page →
From page 104... ... 104 Appendix A-4: Op-eds and Press Releases A-4: Op-eds and Press Releases Read the entire page →
From page 105... ... Communicating the Value of Preservation: A Playbook 105 Scenario 1 Press Release 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) Read the entire page →
From page 106... ... 106 Appendix A-4: Op-eds and Press Releases Scenario 2 Press Release (Page 1) MEDIA C Name Title Direct an E-mail Ad ROAD R CONDIT City, Stat Departm highway "Public in determin Force. Read the entire page →
From page 107... ... Communicating the Value of Preservation: A Playbook 107 Scenario 2 Press Release (Page 2) "Based upon the feedback provided, we anticipate it will cost the average taxpayer about 25 cents per work day – to get pavement conditions to reach the 75% level. We have a lot to consider as we assess future preservation efforts and next steps, and greatly appreciate the feedback provided thus far from citizens all across the state," said (insert Name) Read the entire page →
From page 108... ... 108 Appendix A-4: Op-eds and Press Releases Scenario 2 Op-ed Piece It's best to get a local person to write the op-ed if possible. You can help facilitate writing opeds by suggesting topics and providing media outlet contact information to partners. Read the entire page →
From page 109... ... Communicating the Value of Preservation: A Playbook 109 A-5: Blast Emails Read the entire page →
From page 110... ... 110 Appendix A-5: Blast Emails Scenario 1 Blast Email 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. Read the entire page →
From page 111... ... Communicating the Value of Preservation: A Playbook 111 Scenario 2 Blast Email 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 DOT has been working to develop a responsible and supportable plan for preserving our transportation system. Read the entire page →
From page 112... ... 112 Appendix A-6: Website A-6: Website Read the entire page →
From page 113... ... Communicating the Value of Preservation: A Playbook 113 Scenario 1 Website 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. Read the entire page →
From page 114... ... 114 Appendix A-7: Social Media A-7: Social Media Read the entire page →
From page 115... ... Communicating the Value of Preservation: A Playbook 115 Scenario 1 Twitter Account Use the power of social media to broadcast. Layer simple and complex content to set it up, and continue to update content. Read the entire page →
From page 116... ... 116 Appendix A-7: Social Media Scenario 2 Facebook Page Post photos and updates often to help the project "come alive." Provide information in a variety of formats and channels so that people can engage in ways that are most comfortable and convenient for them. Consistently use the logo so that viewers can quickly associate the information with a specific project or initiative. Read the entire page →
From page 117... ... Communicating the Value of Preservation: A Playbook 117 Scenario 2 YouTube Channel Consistently use the logo so that viewers can quickly associate the information with a specific project or initiative. YouTube is the world's second-largest search engine. Read the entire page →
From page 118... ... 118 Appendix A-7: Social Media Scenario 2 YouTube Script (Page 1) 1 YouTube screen shot and Video Script: Crazy Bad JOHN DOE, commuter: Quote and footage of John Doe standing by his car: You know it's bad when you throw an axel driving to work – I'm not kidding, I hit a pothole on I‐xx and it tore my car up. I'm sick of this. BOB SMITH, Economic developer: Quote and footage of Bob Smith and then cut to B‐roll of heavy trucks and deteriorating bridges: I tell you, I can't get businesses to think about locating here with highways in this condition. Businesses look at two key factors when deciding whether to locate: labor costs and access to good highways. Sure, they look at lots of other factors too, but if you can't score good on labor and highways, you're out of the game. NARRATOR with B‐roll of more bad highways and then Amtrak: To find out how bad xxx's highways really are, the XYZ transportation coalition sponsored a "Crazy Bad" contest. Residents were encouraged to submit stories about the worst experience they had had with a bad highway in the last 3 years. Whoever had the worst story would be awarded a weekend get‐away trip to xxxx resort, via Amtrak. And the "winning" story comes from Jane Doe: Jane Doe, new mother Quote and footage of Jane Doe, holding a young baby, then cut to a picture of XXX hospital: We were driving to the hospital and I swear the bumpy road caused the contractions to speed up. I delivered in the car – at the emergency bay of the hospital. The baby and I are ok, but I swear Highway XXX caused a lot of the trouble. We need to fix our highways, now. Scripts for YouTube videos should be short and simple. Read the entire page →
From page 119... ... Communicating the Value of Preservation: A Playbook 119 Scenario 2 YouTube Script (Page 2) 2 NARRATOR with graphic of the map and the website address and then zoom in on the "leave a comment" portion of the site: www.partner.com XYZ coalition has created map using these stories along with information from the xDOT so that you can see how bad the highways are that you have to travel on. It's easy to use, just click on the county where you live or the highway you drive to see how those conditions compare with other highways in the state. There's a spot where you can leave your comments or share your Crazy Bad Highway Story. XYZ Coalition is now searching for the next Crazy Bad Story – and rest assured, you'll travel Amtrak for your weekend get‐away! Read the entire page →

From page 61...

... Communicating the Value of Preservation: A Playbook 61 Appendix A Example Materials Developed for the Project Each of the following sub-appendices contains full versions of the communications materials described in the two hypothetical campaigns presented in Chapter 1. The versions presented here also offer annotations that can help guide you through developing your own materials.