Marketing and Marketing and Communications Communications Upd - - PowerPoint PPT Presentation

Marketing and Marketing and Communications Communications Upd Update ate

April 2016

Over Overview view

Collaboration

It Takes a Commi-ee+…

• Communica2ons and Marke2ng Commi9ee

– Jeff Saddler, Chair – Mark Chaput, Vice-Chair – Brunet-García, Contractor (Kim Vermillion, Strategic Lead; Chad Villarroel, Account Coordinator) – Commitment: Monthly commi9ee calls and occasional review of materials by email

• Work in tandem with other commi9ees and the EB

– Monthly Execu2ve Board calls – Weekly LMS calls

• Coordina2on with AASHTO and HEI

– Support of new course launches and promo2ons – Coordina2on and development of cross-plaWorm func2onality (TC3 website, app, LMS)

Communications Tools

Raising TC3 Awareness and Par9cipa9on

• TC3 app launched in 2014

– Available for Apple and Android devices – Regularly used for updates, announcements, promo2ons

• New website and new LMS launched August 2015
• Internal communica2ons

– E-Newsle9ers and promo2ons sent to targeted list of more than 1800 subscribers – Content updates to the website, app

• External communica2ons

– AASHTO Bookstore – Roads & Bridges – Direct e-mail outreach

• Development of 2016 Strategic Plan

– Includes tools for increasing state par2cipa2on, state sharing, volunteers, and SMEs – Includes tac2cs for raising awareness among public and private sector

Technology Tools

TC3 Website and Mobile App

Technology Tools

Perfectly Paired with TC3 LMS

Marketing Marketing Goals Goals

TC3 Goals

Outline of 2015 Marke9ng Goals

1) Deliver direct, ongoing communica2on to current TC3 users. 2) Increase volunteer par2cipa2on. 3) Increase state sharing. 4) Increase state champions. 5) Increase number of states suppor2ng TC3. 6) Increase TC3 partnerships. 7) Promote launch of the new LMS rollout summer 2015, focusing

• n the transi2on of current users of the NHI plaWorm.

8) Increase awareness among nonusers. 9) Promote TC3 courses to private industry beginning 6 weeks ader LMS launch.

Goal #1

Communica9on to Current TC3 Users

• TC3-branded emails and electronic newsle9ers sent

through Campaign Monitor

• Website news updates and banners
• Mobile app updates and push no2fica2ons
• Promo2ons through AASHTO tools

– Bookstore emails – AASHTO website and bookstore banners – “Featured Item” on home page – Links from bookstore landing page – Bookstore catalog ad

Campaign Monitor

TC3-Branded Emails and eNewsle-ers

AASHTO Tools

Reaching the DOT Masses

Goal #2

Increasing Volunteer Par9cipa9on

• Flyer of volunteer responsibili2es and monthly

commitment with commi9ee chair contact info

• Website page of volunteer responsibili2es and

monthly commitment with commi9ee chair contact info

• Volunteer spotlight in e-newsle9ers
• Area of opportunity

Goal #3

Increasing State Sharing

• Promo2on through website, flyers, emails/e-

newsle9ers, etc.

• In 2014, 10 states had implemented the courses
• nto their own LMS.
• Currently, there are 21 par2cipa2ng states plus

NDSU.

Sample Flyers

TC3-Branded Templates

Goal #4

Increasing State Champions

“State champions” help get the message out:

• Promote TC3 internally, to your peers and

management.

• Encourage your agency to contribute financially.
• Solicit new course ideas from your organiza2on.
• Recruit SMEs from your organiza2on.

Goal #4

Increasing State Champions

• Keith Pla9e and AASHTO leading recrui2ng efforts

among states, commi9ees, and AASHTO regions

• Con2nuing to promote the need for state champions

in various marke2ng materials and presenta2ons

• Area of opportunity

Goal #5

Increasing Number of States Suppor9ng TC3

• Con2nuing to promote the benefits of contribu2ng

in various marke2ng materials and presenta2ons

• Prior to adop2on by AASHTO, state support ranged

in low teens

• FY 2014: 26 states supported TC3
• FY 2015: 31 states supported TC3
• As of 3/16/16: 30 states have supported TC3
• Areas of opportunity: Pacific Northwest, Northeast

Get Involved!

Know a Decision Maker in a Noncontribu9ng State?

Goal #6

Increasing TC3 Partnerships

• Largely spearheaded by Mark Chaput with assistance

from Keith Pla9e, AASHTO

• Ongoing efforts to work with new industry partners

as well as other AASHTO subcommi9ees, LTAP/TTAP, and academia

Goal #7

Promo9ng Launch of New LMS; Transi9on of Current Users

• Launch completed August 2015
• Corresponded to launch of completely new TC3

website

• Created registra2on/enrollment flyer for first-2me

TC3 LMS users

• Implemen2ng new/revised course email promo2on

to registered TC3 LMS users

• Course par2cipa2on numbers increasing each month
• Working on SEO solu2ons to drive up organic search

results

Goal #8

Increasing Awareness Among Nonusers

• Draded execu2ve summary for Bud Wright, AASHTO

Execu2ve Director, to share with his board

• Con2nued promo2on through AASHTO tools, which

reach all of AASHTO’s audiences

• Roads & Bridges:

– Reach (2015): 62,357 qualified subscribers

• 42% contractors and producers (26.3k)
• 22% consul2ng engineers (13.6k)

– Tools: Storefront, TC3-branded emails, e-Newsle9ers, “Product Spotlight” – Lead genera2on

Goal #9

Promo9ng TC3 Courses to Private Industry

• Road & Bridges storefront launched October 2015
• Customized email (6,000+ custom contacts):

– Branded to look like TC3 with a specific TC3 message or promo2ons – Sent 2 of 4

• eNewsle9er (50,000+ distribu2on):

– TC3 is sole focus – Shares informa2on from our storefront – Sent 1 of 2 – Using the second in May to promote private industry subscrip2ons

• Product Spotlight (50,000+ distribu2on):

– Highlights TC3’s “product” of choice; links back to our storefront – TC3 is part of a grid of products featuring 12 – 20 storefronts total – Sent 1 of 3

• First 3 R&B distribu2ons captured 182 leads—added to

Campaign Monitor (40% open and click rates; 0 unsubscribes)

Roads & Bridges

TC3 Storefront & Product Spotlight

Roads & Bridges

TC3-Branded Email & eNewsle-er

Other Support

BG Role in the Overall Council

In addi9on to spearheading the marke9ng and communica9ons effort:

• Mee2ng facilita2on and support:

– December 2015 strategic planning session – Administra2ve func2ons on EB calls and Communica2ons and Marke2ng Commi9ee calls – Par2cipa2on in annual mee2ng planning, facilita2on, materials – Drad reports, e.g., for the SCOH triennial review

• Commi9ee documents:

– Update and layout of strategic plan, opera2ons guide, bylaws

Thank you for le\ng us partner with you!

Other Support

TC3 Commi-ee Documents

GE GET T IN INVOL VOLVE VED

You’re the Experts

Facilitated Discussion

Help us get the message out:

• Does your state currently promote the TC3 courses?
• How can we get the informa2on we are promo2ng out

through state channels?

• Is it possible to link the TC3 LMS to your state’s intranet?
• How can we increase volunteer par2cipa2on:

– As subject ma9er experts (SMEs) – In commi9ee work

• How can we promote support among noncontribu2ng states?
• Are there other tools or messages we can use to support any
• f our nine marke2ng goals?

Thank you! Thank you!