This paper suggests a marketing orientation and partnering strategies to strengthen the HOV planning process. Following a brief introduction, an historical overview of public sector marketing is presented. The next section discusses a variety of marketing strategies appropriate for inclusion in the HOV planning process, and the advantages of those strategies. The final section gives specific examples of what those marketing activities can include. Four activity phases of the HOV marketing process are identified. They are (1) data gathering, (2) public and private communication, (3) general awareness, and (4) evaluation. This conference was conducted by the Transportation Research Board, National Research Council, Municipality of Metropolitan Seattle and Washington State Department of Transportation in cooperation with the Federal Highway Administration and the Urban Mass Transportation Administration. This paper appears in appendix 1 of the conference proceedings; the presentation of this paper appears on pages 27-30.
Samenvatting