The Strategic Highway Research Program (SHRP 2) Capacity area is working toward designing a transportation planning and project development decision-making framework that better integrates transportation decisions with social, economic, and environmental considerations. Transportation for Communities — Advancing Projects through Partnership (TCAPP) is the cornerstone of the SHRP 2 Capacity Program Area and it contains a systematic decision guide for collaborative, or interest-based, problem solving. The final product, found on the web site http://www.transportationforcommunities.com, provides agencies and practitioners with guidance on reaching collaborative decisions as they work through the traditional transportation planning, programming, and permitting processes. TCAPP and the Decision Guide are supported by a series of related research projects that cover topics such as performance measures, greenhouse gas emissions, community visioning, economic impacts, and others. At this point, TCAPP is aimed at practitioners. However, to succeed in practice, it will need support from upper-level managers and CEOs within DOTs, other transportation agencies, and environmental resource agencies. They will need to be the champions for process change. The purpose of SHRP 2 C22 — Executive Decision Making for Transportation Capacity: A Multi-Agency Context, is to translate the benefits of TCAPP into marketing principles, potential strategies, and messages that are appropriate for, and will make a compelling case for, transportation and resource agency decision-makers. This final report documents the research conducted under this task, synthesizes the findings, and presents principled direction from the market research and some potential next steps that could be used by the SHRP 2 implementation team. The potential marketing approach includes strategies, messages, and media approaches which, based on the research, should reach and persuade decision-makers to consider implementation of one or more of the tools included on the TCAPP web site. Section 2.0 is a brief overview of TCAPP, and provides background context for this research. Though TCAPP is an evolving product and will continue to be refined and expanded, the description in this report is consistent with how it was presented to interviewees for the SHRP 2 C22 research effort in fall 2011. Section 3.0 is an overview of the target audience: a profile of related agencies and their leaders. It is a summary of the work conducted under Task 1, and documented in the Task 1 Technical Memorandum. Section 4.0 describes the research findings from this effort, and is a synthesis of data gathered through the agency research, charrette, and interviews. Section 5.0 identifies marketing principles, potential marketing strategies, messages, and media and is the key take away from this work. While it builds upon the research, it also can be viewed as a stand-alone document for those who are solely interested in foundational principles for marketing TCAPP to executive leaders. Section 6.0 presents an array of potential next steps. Section 7.0 contains references. (Author/publisher)
Samenvatting