5.0 Strategic Marketing System

As a generalization, weather integration is currently at a relatively low level in most TMCs across the country. In many TMCs it is nonexistent at this time, even though weather, in some form, is affecting transportation safety and mobility everywhere. In addition to the technical tasks that involve working with a small set of TMCs, the strategic marketing efforts focused on activities aimed at increasing the awareness and capabilities of TMCs for integrating weather information in their daily operations.

5.1 Approach

Effective marketing helps TMC operators recognize the importance of road weather information in their operations, understand and use available tools to assist them in better managing weather-related events, and proactively seek out and access other resources in support of more effectively interpreting weather phenomena in the context of their transportation mission. Ultimately, the RWMP’s goal is that TMC managers and operators fully embrace a culture that proactively uses new technologies and strategies for dealing with inclement weather.

A strategic marketing plan was developed as part of this task. The plan identified the primary and secondary audiences, the key messages to be conveyed, the challenges to be overcome, and the benefits of weather information integration. The plan also contained an itemized list of activities that supported the marketing efforts. Over the course of the project, various activities were conducted based on the plan.

5.2 Audience for Marketing

The primary audiences to reach via marketing efforts are the state DOTs and their statewide and local TMCs. TMC managers, operators, and staff are the primary audience for the Guide. TMC staff include individuals involved in weather-related activities such as maintenance and public safety. The secondary audiences include:

• Operations staff at FHWA Division Offices and Resource Centers. These operations staff need to be aware of the Guide so they can promote it and help the agencies they serve implement it.
• State DOT executive management, including senior State DOT traffic and maintenance managers. These managers need to be informed about the benefits of weather integration, as they can allocate resources and control the budgets at TMCs.
• Private consultants. Most TMCs and state agencies engage consulting services. Private consultants need to see the value in using the Guide to help the TMCs structure their planning efforts. Alternatively, TMCs may also want to use consultants to support them in their self-evaluation, planning and implementation activities.
• Weather information service providers. Providers of weather information are a secondary audience for the Guide as they can provide input to the integration strategies and planning portions of the Guide.

5.3 Marketing Activities Conducted

Over the past two years, a variety of marketing activities guided by the plan have taken place. Primarily these have involved presenting at conferences and stakeholder meetings. A webinar on Weather Integration was held through the National Transportation Operations Coalition web-forum and was attended by 100 transportation professionals. The electronic version of the Guide was downloaded over 30 times after the webinar. Table 21describes the various marketing activities that were completed in the past year.

Table 21. Weather Integration Marketing Activities Conducted during Phase III

Product	Description/Locations	Status	Start	Complete	Responsible Team Members
Flyer 2-page description of Guide	RWMP Website	Completed/Updated	Oct-08/Mar-11	Nov-08/Mar-11	Cluett/ Gopalakrishna
PowerPoint Presentations Presentations on the Guide, use, results of self-evaluation and planning process	TMC Pooled Fund meeting (Nashville, TN, 2008)	Presented	Jul-08	Jul-08	Cluett
	TMC Pooled Fund Meeting (Nevada, July 2009)	Presented	Jul-09	Jul-09	Jimmy Chu
	ITE Technical Meeting (August 2008)	Presented	August 20, 2009	August 20, 2009	Alfelor
	ITS America Annual Meeting (2009)	Presented	Jun-09	Jun-09	Alfelor
	ITE Annual Meeting (2009)	Abstract Not Selected	Aug-08	Aug-08	Cluett
	Clarus/MDSS Stakeholder Meetings (August 2009)	Presented	Sep-09	Sep-09	Cluett
	Rural ITS Conference (August 2009)	Presented	Aug-25-2009	Aug-25-2009	Kitchener
	TRB Annual Meeting (January 2010)	Presented	Jan-10	Jan-10	Cluett/ Gopalakrishna
	ITS Heartland Annual Meeting 2010, Omaha, NE	Presented	March-30	March-30	Nancy Powell KC Scout
	ITS America Annual Meeting (2010) ITS Surface Transportation Weather Committee Meeting - (Houston, TX)	Presented	May-10	May-10	Cluett
	Clarus/MDSS Stakeholder Meetings 2010 (Indianapolis)	Presented	Sep-10	Sep-10	Cluett/Powell (Battelle/KC Scout)
Webinar Describing the self-evaluation Guide development and process along with presentations from TMCs who have completed the self-evaluation	National Transportation Operations Coalition (NTOC)	Completed (98 attendees)	Aug-6-2009	Aug-6-2009	Battelle Team
Guide Availability Announcement Short paragraph in electronic newsletters and websites indicating availability of Guide on the RWMP website	RWMP website	Ongoing	May-09	Ongoing
Short Articles 2-3 page articles describing the evolution of the self-evaluation Guide, the steps involved in self-evaluation, experiences of the TMCs involved, case studies and success stories, and next steps for weather integration	Public Roads (Printed)	Completed	Jun-10	Dec-10	Roemer Alfelor and David Yang
Other activities Tracking downloads of the Guide and following up with downloaders for Guide feedback	Roemer sent email to everyone who visited the Guide website at FHWA. Battelle followed up with the only respondent, WSDOT	Open ended	17-May 10		Roemer Alfelor and Battelle team

 

5.4 Results of Marketing Approach

Overall, the marketing approach resulted in a broad dissemination of the concepts of weather information integration and shared the experiences of the various TMCs engaged in this project. Quantitative numbers are difficult to track and in some cases may be realized only at a later date. The outputs of the marketing and outreach effort identified to date include the following:

• There were over 70 downloads of the Guide following the webinar held on August 6, 2009. Of the 70 downloads, 37 of these were from MPOs, TMCs or state DOTs in the country. The remainder of the downloads were from private consultants, universities, and non-US entities. Only one state DOT representative responded to an inquiry sent to all those who visited the Guide website and left contact information. Additional follow-up is needed to understand whether other TMCs may have conducted self-evaluations and implementation of integration strategies.
• Over 10 presentations were made at various conferences and stakeholder groups on the project by team members and FHWA.
• A Public Roads article published in January 2011 for managing traffic operations during adverse weather events (authored by Roemer Alfelor and David Yang of FHWA) contained a subsection on weather information integration drawing upon results of this study.
• Over 23 TMCs were contacted as part of this study to participate in self-evaluation efforts, and the final participants were selected from that initial list of contacted TMCs.
• A total of six (6) agencies have completed the self-evaluation process. All but one of them have developed integration plans.
• Four (4) TMCs (Sacramento, Kansas City, Wyoming, Colorado Springs) are starting to implement their integration plans/strategies.
• Wyoming TMC and Kansas City Scout have made presentations to other peer groups (ITS Heartland, Clarus/Maintenance Decision Support System (MDSS) stakeholder groups) about the benefits of weather information integration and the self-evaluation process.

5.5 Challenges in Marketing Weather Information Integration

Ongoing marketing activities for the weather information integration will likely have to overcome a number of challenges. These include challenges associated with TMC willingness to consider weather integration, to invest in the effort required to make integration successful, and to understand and use the Guide effectively. Recognizing these challenges and preparing to overcome them will be essential to a successful marketing effort. The main challenges and some approaches to overcoming them are outlined below:

• Lack of interest in weather integration. This may be due to a lack of awareness or understanding of data, services and technologies now becoming available that can support weather integration and contribute to more effective operational decisions. Many TMCs have said they “have what they need in terms of weather information” and are unaware of the immense opportunity offered by new weather information sources for traffic management. Continued championing of the cause of weather integration by the RWMP coupled with peer to peer exchanges can greatly increase interest in this topic. Repeated presentations by TMC managers about the success of weather integration offer a powerful way to build awareness and acceptance, and bring this concept into operations.
• Lack of staff and budget resources to support planning for future integration. TMC operators and staff are already exceedingly busy and are reluctant to take on more responsibilities. It will be essential to demonstrate that integration is cost-effective and can lead to work efficiencies. As the experiences with the Guide revealed, weather information integration does not need to be expensive. Most of the TMCs were able to identify immediate and low cost actions to increase the role of weather information in decision-making for their TMC.
• Too many barriers to implementation of recommended strategies. This may include lack of budget to implement, lack of support from upper management, or insurmountable issues with their IT departments. The current fiscal environment makes it difficult to promote new ways of operating. Agencies want to see evidence that the benefits significantly exceed likely costs before committing even to planning for new technologies or procedures. Again, success stories and peer to peer exchanges will be critical in overcoming some of these barriers.
• Reluctance to change operational procedures. Organizations with long-standing procedures that work well for them are resistant to making changes, and effective integration usually implies new organizational procedures, responsibilities, staff roles, and interactions with other entities. The use of the Guide and the consensus-building nature of the tool can help overcome the reluctance to change operational procedures. For example, in Colorado Springs the weather integration planning meetings resulted in Colorado DOT and the city sharing a weather information resource about which the city had been unaware.
• Traffic operation is traditionally reactive. Effective weather integration implies a proactive posture toward traffic management and operations that takes account of advanced information on impending weather conditions and likely impacts on the transportation system. Changing a predominantly reactive culture to a more proactive approach will be difficult. Good examples of proactive operations, informed by weather information, and coupled with time to develop and become comfortable with new procedures will help move this forward.
• Reluctance to “think outside the box.” It is difficult for TMC operators and managers to imagine the gaps in their operational functions or what new functions might be possible given enhanced weather integration. Effective marketing needs to paint a clear picture of the operational possibilities along with the benefits of integration.
• The self-evaluation and planning process appears too complex. TMCs may feel that the Guide will not fit their special circumstances. The challenge is to market the Guide as a process that can be implemented by any TMC and tailored to their special needs. Resources are available to assist TMCs with a process that is sensitive to the many differences and unique aspects of TMCs across the country. A feedback process is part of the Guide, and suggestions for improvement are encouraged. The Guide is being continuously improved in response to user experiences.