Bridging the Gap: Tools for a Successful Outreach Program June 19,2012

Heidi Corcoran Planning Analyst and Community Service Liaison

COMMUNITY RELATIONS A Case Study of the MnPASS Express Lanes

Overview

• Primary elements for public outreach

• Roles

• Strategies

• Lessons learned – Case study of MnPASS Express Lanes

Introduction

We have the idea…now

what?

Get out into the public

Engaging the Public

Information/Feedback

Create a steering

committee

Attend meetings

Refine

Create focus groups

Learn the needs of the community

Implement

Develop a marketing plan

Disseminate information

Public Outreach Defined

• What is the purpose? – Public relationships

– Business partnerships

– Building rapport

– Maintain positive brand image

Public Outreach Defined

• Create a strategic plan – Define challenges

– Determine goals and objectives

– Provide direction to implementers

– Grassroots marketing and public outreach play a key role

Primary Elements

• Supplies

• Communication skills

• Education

• Visual Aids and dissemination materials

• Passion to connect and learn

Tools for success

• Local demographic

• Location for greatest impact

• Specific companies or events

Determine strong networks and target markets

Public Outreach Tools

•Fact sheets/Newsletters •Website •Brochures •Chamber Memberships

Public Outreach Tools: Videos

• Videos are valuable – Generates attention

– Engages public interaction

– Provides additional visual aid

Tools are essential!

Instill and maintain a

positive brand image through

education!

Know your role!

• Several roles for MnPASS – Marketing team

• MnDOT

• Frank Wilson & Associates

• CDM Smith

– Implementers

• CDM Smith

• Frank Wilson & Associates

• Cofiroute, USA

• MnDOT

MnDOT as an Implementer

Same logo and consistent message!

Grassroots Marketing Defined

• On the ground…what does it take? – Establish and maintain business partnerships within the

surrounding communities

– Business partnerships = valued relationships

– Coordinate events

– Take initiative to gain speaking opportunities

– Establish positive brand image with local advocates

• Transportation Management Organizations

Strategies

• Develop a detailed overall marketing plan

• Create incentives – Promotions

• Expansions to the project

• On-going promotion for outreach events

– Promotional items (who doesn’t like free stuff?)

– Active transponder on the spot

Lessons Learned

• Point of Purchase – Make it effective

– Create a measurable success

– Strong relationships enhance this effort

• Tracking event success – Brochure distribution

– New accounts

– Foot traffic

Lessons Learned

• Determine the Value of Events – Recurring

• Corporations

• Minneapolis Skyway locations

– Seasonal

• Festivals

• Farmers Markets

• Annual/Semi-annual meetings

Conclusion

• Continue to revisit the foundation of outreach – Start with the idea

– Information/feedback and refinement

– Create marketing plan

– Disseminate information

• Consistent messaging

• Build and maintain ongoing relationships/partnerships

• Positive brand image

THANK YOU

Heidi Corcoran Planning Analyst

CDM Smith

corcoranha@cdmsmith.com

651-772-5297