Talking email: Social gets the headlines, email gets the eyeballs

facebook_aashtoTwitter and Facebook mostly likely get most of you team’s attention, while Instagram’s massive growth — especially with younger drivers and commuters — should probably push its way into your communication strategy.

But when was the last time you really thought about how well you are managing your email lists? Do you know your typical open rate on email newsletters or other email campaigns? Continue reading

Can you hear me now? Taking time to evaluate the communication effort

RTG79RqTLRegardless of where we work in transportation communications — state or local transportation department, transit agency or special interest group — we all have messages to deliver and stories to tell.

Have you ever asked how that was going?

Sure, we can track how many news releases we write and some even go further and track what publications actually print stories that include mention of our agencies. But how can we track whether our messages are really getting delivered? Are people really listening?

Continue reading

Research for Transportation Decision-making

Cover for Guide to Developing Marketing

courtesy: FHWA Highways for Life

Transportation agencies are constantly innovating to meet the needs of an aging system, a declining revenue stream and an evolving customer base. The FHWA Highways for Life program earlier this year published a document, “A Guide to Developing Marketing Research for Highway Innovations,” which is intended to help transportation agencies “understand the needs, wants, and values of their existing customers and potential customers and us that information to make better decisions.”

While I believe that most agencies already use some kind of research when deciding whether to pursue programmatic and operational innovations, the guide should prove a very useful resource for the transportation communications community.

Filled with anecdotes and case studies, the manual is a solid introduction to marketing research. It will explain things to consider when deciding on the types of research you might need, whether you will need to bring in a consultant and even some strengths and weaknesses for various research methods.

Whether you are a seasoned communication pro, or just getting started, the Highways for Life guide is worth checking out.