Marketing in State DOT Research Divisions

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Marketing in State DOT Research Divisions

• Paul Mooney
• Technology Marketing Specialist
• FHWA Utah Division

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Marketing Opportunities

• Marketing to Aid Implementation
• Marketing to Improve Technology Transfer
• Marketing Tools

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1. Marketing for Implementation
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Lifecycle of a Typical Applied Research Project
Idea Generation
Project Prioritization
Research
Implementation
TACFormation
Gap Between Researchand Implementation
Where Does Marketing Fit In?
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Marketing vs. Selling

• The aim of marketing is to make selling
  superfluous.
• - Peter Drucker

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Marketing Tools to help Implement Applied Research
Idea Generation
Project Prioritization
Research
Implementation
TACFormation
Research-Implementation Gap

• Make sure there is demand for the products of
  the research.

• Private Industry Equivalent
• Market Research prior to product development
• Focus Groups/ Interviews/ Surveys/ Market
  Forecasting
• Market Research Tools Used at UDOT
• UTRAC
• Project solicitations
• Develop projects in a collaborative environment
• Project sponsors thinking about end result

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Marketing Tools to help Implement Applied Research
Idea Generation
Project Prioritization
Research
Implementation
TACFormation
Research-Implementation Gap

• Represents the True Needs and Priorities of
  the DOT

• Private Industry Equivalent
• Project Managers Present Proposed Project
  Ventures to Management
• Financial Assessment Present value of
  projected income
• Comparison to Other Project Opportunities
• Risk Assessment
• Project Prioritization Tools Used at UDOT
• UTRAC
• Project Sponsors Present their Ideas to their
  Peers for a Vote
• Project Sponsors Present their Research Ideas to
  the Council
• How the project will be implemented is a key
  consideration

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Marketing Tools to help Implement Applied Research
Idea Generation
Project Prioritization
Research
Implementation
TACFormation
Research-Implementation Gap

• Select TAC Members and Researchers to
  Effectively Promote the Project for End Results

• Private Industry Equivalent
• Multidisciplinary Project Teams
  Engineering-Finance-Marketing-etc.
• Tools Used at UDOT - Selection of TAC members
• Implementers to make sure the research stays
  on track
• Champion (division head, tech expert) well
  respected person,
• advocates the technology someone with
  authority or expertise sometimes more than one
  person
• Creative selection

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Personality Traits ofOutstanding TAC Members

• Connected
• Well Known
• Brings People Together
• Respected Technical Expert
• Knowledgeable on the Topic
• Eager to Share
• Persuasive
• Authority ex Division Head
• Influencer

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Marketing Tools to help Implement Applied Research
Idea Generation
Project Prioritization
Research
Implementation
TACFormation
Research-Implementation Gap

• Keep People Informed During the Research
• Make Sure End Products Meet User Needs
• Plan for Promotion

• Tools Used at UDOT
• TAC members keep their peers informed about the
  research progress
• UDOT Research Newsletter
• Regular Meetings of TAC and Researchers Keep
  Project on Track
• Useful Deliverables Specifications, Policies,
  Legislative Material,
• Targeted to Audience
• Promotional Planning Toolbox (consider media
  events for newsworthy projects)
• Write Marketing Activities into the Research
  Contract

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Marketing Tools to help Implement Applied Research
Idea Generation
Project Prioritization
Research
Implementation
TACFormation
Research-Implementation Gap

• Boldly Execute Promotion Plan

• Promotional Tools Used at UDOT
• Region Office Presentations
• Principle Investigators TAC Members
• Newsletters
• Personal Visits
• Demonstrations
• Write New Specifications
• Influence Standards and Policies

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Marketing Tools to help Implement Applied Research
Idea Generation
Project Prioritization
Research
Implementation
TACFormation
Research-Implementation Gap

• Monitor Implementation
• Modify Promotional Strategy

• Tools Used at UDOT
• Training
• Demonstrations
• List of all potential promotion methods
• Continually change strategies

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Marketing Tools to help Implement Applied Research
Idea Generation
Project Prioritization
Research
Implementation
TACFormation
Research-Implementation Gap
In what types of projects is it difficult to
infuse marketing early in the process?
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2. Marketing forTechnology Transfer
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Marketing forTechnology Transfer

• Incoming Innovations
• From Other States
• From FHWA
• TFHRC
• CBUs
• Resource Centers
• From AASHTO
• From TRB
• New Product Vendors
• Etc

• Outgoing Innovations
• To Other State DOTs
• To Local Governments
• To National Organizations
• To Other State Agencies
• Private Sector
• Etc

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Marketing Incoming Innovations

• Utahs Joint Process

• LTAP Roles
• Identify Technologies
• Training/ Tech Transfer to Locals

• UDOTs Roles
• Identify Technologies
• Identify Needs
• Coordinate within UDOT

• FHWAs Roles
• Identify Technologies
• Identify Facilitate Funding

FHWA has increased emphasis on improving
technology implementation.
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Joint Process

• Jointly have developed a list of technologies to
  evaluate and implement in Utah.
• Each innovation is evaluated by a subcommittee.
• Strategies for each innovation are developed by
  the subcommittee.

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Strategies for Incoming Innovations

• Implementation Strategy
• Promotion Strategy
• Funding Strategy

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Promotional Tools to Bring in the Technology

• Peer/ Technology Exchanges
• Bringing in an Expert from Another State
• Scanning Tours
• Technology Conferences
• Workshops
• Demonstrations

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Marketing forTechnology Transfer

• Incoming Innovations
• From Other States
• From FHWA
• TFHRC
• CBUs
• Resource Centers
• From AASHTO
• From TRB
• Etc

• Outgoing Innovations
• To Other State DOTs
• To Local Governments
• To FHWA
• To Other State Agencies

To Make Available to other Agencies/ Organizations
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Be Proactive

• Write an Article About a Successful Innovation
• Public Roads or other Transportation Magazine
• Newsletters
• TRB Presentations
• Technical Journal Article

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3. Marketing Tools
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Federal Highway Administration Utah Division
Our Vision Create the best transportation
system in the world.
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UDOTs Research Newsletter
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Creating Awareness

• Region Visits in Staff Meetings
• Personal Contacts
• Newsletters
• Articles
• Website
• Posters
• Brochures/ Flyers
• Booth at Conferences

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List of Promotional Toolsto Aid Implementation

• TAC Members
• Principle Investigators
• Project Managers
• Specs, Standards, Policies, Procedures
• Research Reports
• Newsletters
• Website

• Training Sessions
• Presentations
• Video Clips of Testing
• Videoconferencing
• Demonstrations
• Experimental Features
• Implementation Teams

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Conclusion