Local Road Research Board Marketing Plan Project

Project summary:

The LRRB is interested in developing a marketing plan to implement the Strategic Plan's communication initiatives. The research team proposes three primary tasks: 1) Assess the LRRB's marketing and communications needs by: identifying primary and secondary audiences and conducting survey(s), interviews, and focus groups to understand current outreach/engagement activities as well as customer needs, gaps and opportunities. 2) Hold a Strategic Communications workshop with the Outreach Committee and others- to be identified in consultation with LRRB staff- to present the findings from Task 1 and to share preliminary ideas for communications strategies and tactics. 3) Develop a comprehensive marketing and communications plan that addresses program-level needs, research project needs, and implementation project needs by identifying marketing and engagement strategies and communication tools to improve access to LRRB's information. CTS plans to collaborate with a marketing/strategic communications subconsultant to bring an outside perspective to supplement CTS' knowledge of the LRRB, research, and industry. The anticipated impact is that more local agency officials will have greater awareness of and implement research from the LRRB, thereby improving the local road system and saving taxpayers' money.