Communicating About Funding

Needs

AASHTO Subcommittee on Transportation

Finance Policy (SOTFP)

Oct 18, 2013

The Problem

Transportation is severely underfunded,but “appeals for action fall on deaf ears.”

Is this our story?

“Total public spending on the capital needs for highways and bridges was approximately $40 billion [last year]… an additional $16 billion annually is needed just to maintain — not improve— the condition of the nation’s highways at the [current] level.”

in 1993

1993

Not much has changed

“Combined highway spending by all levels of government at its [current] level of $91 billion is projected to results in a decline in … condition and performance. [To] maintain conditions and performance … would cost $170 billion per year over 20 years.”

in 2008

The Report continues on to say…

• Highway safety has improved• Operational performance has stabilized• Pavement conditions have improved• Bridge conditions have improved• Transit is almost everywhere• Transit is getting safer

“Should I believe the punditsor my own eyes?”

- Washington Post editorial titled, “The US infrastructure argument that crumbles upon examination,” October 31, 2011

But we know there is a problem

Peer Exchange Survey Question:“What best describes your DOT’s funding situation?”

79%Not adequate to

meet current needs

21%Adequate for today but worried about

the future

“In general, the public remains receptive to the message that smart transportation investments can make a positive long-term contribution to economic growth, U.S. competitiveness, and job creation.

- Miller Center 2011 report,Are We There Yet? Selling America on Transportation

And the public knows it too

So why aren’t we heard?

Kurt Vonnegut’s Story Shapes

A Man Without a CountryPublished in 2005

Man in Hole

Boy Meets Girl

Cinderella

Kafka

What’s our story shape?

The Miller Report recommends:

1. A positive, forward-looking tone framed around economic growth, jobs, competitiveness and quality of life

2. A well-designed and flexible campaign

3. A focus on building broader engagement

The Four Building Blocks

Audience Identification

Message Design

Message Delivery

Market Research

There is a formula

The Outcome – Messages that Stick

1. Show transportation matters2. Get transportation recognized 3. Incubate a network of

transportation supporters4. Orchestrate a call-to-action

Audience Identificationand Segmentation

Who are your customers andhow are their interests related?

Audience Identification

Interest

Influence

Small

Low

Large

High

Supportive Legislators

Local Chambers Local OfficialsConstruction

Industry

Local Government

Staff

Commuters

Law Enforcement

Opposed Legislators

Latents Promoters

Apathetics Defenders

Interest/Influence Matrix

Market Research

Do you really know whatyour customers think?What do they value?

Message Content

Creation of concise and compelling messages is as much

an art as a science

The Science: What Goes In

• DOT environment• Technical information• Customer values• Strategic tie-ins

The Art: Making it Stick

• Simple • Unexpected • Credible • Emotional • Stay positive• Story-based

Try a metaphor …

We can’t just focus on the bad roads

We must also prevent the good roads from going bad

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Interstate PL-1 Interstate PL-3 Noninterstate PL-1 Noninterstate PL-3

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iles

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PL-1 are pavements in good condition PL-3 are pavements in deteriorated condition

Design good charts

Percent of pavement in good condition

1985 1990 1995 2000 2005 20100%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

Customer Expectations: 85%

2011: 82%

Message Delivery

How do you effectively reach the most customers?

How DOTs Communicate

Today….

MessageDelivery

The Duct TapeWon’t Last ForeverExecutive Staff Briefing

11/12/10

Internal Presentations

Contractors Association Meeting

Joe SpallingDOT Pavement Professional

External Presentations

Brochures, Reports and Handouts

Websites

Press Releases

Op-Eds

YouTube/Video

Social Media

Smart Phone Apps?

Surround Sound is the Key!

Top Lessons fromLast Year’s Peer Exchange

1. Talking meaningfully about very large numbers can be difficult

2. Including projects in the discussion is often inevitable

3. Start communications effort early4. Identify and neutralize opponents5. Communications strategy should rise to the

executive level

Top Lessons fromLast Year’s Peer Exchange

1. Focus groups can be very helpful2. If credibility is your problem, address that first3. When you present data, use solid visualization

techniques4. Get your stakeholders on board – let them do the

talking for you

Additional Discussion Q’s

1. What haven’t we talked about?2. How do the experiences we talked about in

Minnesota compare with the lessons learned?3. Does the current political environment change

anything?4. What might AASHTO do to support improved

communication?