This article discusses the U.S. Department of Transportation's (USDOT) initiative to bring the transportation system into the 21st century while also addressing increasingly complex issues of growth, congestion and safety. The US DOT initiative was originally called intelligent transportation systems and is now known as transportation systems management and operations (TSM&O). TSM&O focuses on the management and optimization of existing infrastructure, but has been difficult to implement at the many diverse levels of the transportation sector. Efforts are being made to develop a more strategic marketing orientation and planning perspective to TSM&O products and services that better reflect user and constituent needs. The proposed marketing approach is built around four key elements: targeting, positioning, communication strategies and enhanced coordination among organizations and agencies. In order for this strategic marketing approach to be successful, key stakeholders must agree on their roles and there needs to be strong commitment to stay with the plan and strategies. Ongoing tracking of performance milestones and clear accountability will also help ensurethat marketing goals are reached.
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