| Driving Revenue
by J J Eden
“Being innovative with
engagement is crucial to
reaching the younger
demographic”
your brand. Keeping materials updated can
help you stand out and combat confusion.
Many agencies or organizations have a
spokesperson who works with reporters
and news agencies. The spokesperson
should be utilized on all platforms,
including online videos, news agencies
and in public meetings. This becomes
increasingly important with elected
officials and stakeholders within each
community our projects reach. Our more
involved or interested leaders can pick up
the phone and call our spokesperson when
constituents have questions. You will find
that if residents know and trust your
spokesperson and experts, it helps
humanize the agency and project.
Agencies and organizations can
command the narrative to their story. As
news agencies and social media platforms
transform in this new digital age, agencies
need to be creative at mastering their own
messages and telling their own story. Your
goal should be to create a consistent voice
and brand that answers the call of your
communities and customers.
JJ Eden is executive director of North Carolina Turnpike
www.TrafficTechnologyToday.com 085
Agencies must be ready
to evolve their methods
of communication
Today there is an emphasis
on communication,
particularly using social
media platforms, such as Twitter. In today’s
rapidly changing media environment we
must make sure that we use the right tools
for the audience we are addressing.
With transportation and infrastructure
projects, we strive to know exactly how the
public feels. Open and consistent
communication is always a priority, but
other tactics can help ensure communities
and customers are engaged and aware of
an organization’s mission and brand.
Younger generations can become numb
to some messaging because they are
inundated with ads and marketing. Being
innovative with engagement is crucial to
reaching this demographic. Whether it’s
social media, traditional media, community
meetings, or digital marketing, we must
prepare to meet people where they are.
We need to utilize the correct tools for
every project and community. Firstly we
need to create consistent, transparent,
community-driven conversation about
transportation options. Secondly, we need
to establish a consistent brand and
presence to combat misinformation.
Thirdly, we need to organize early
stakeholder engagement and education to
minimize negative perceptions and
maximize positive outcomes. Finally, we
should set goals and measure how we did.
Infrastructure projects have a widereaching
impact on communities. So we
must create spaces for dialogue to occur, so
communities can weigh in. That means
participation in neighborhood meetings,
community events and representation at
local leadership meetings. Communities
need to know that they do not have to go
online to ask a question; they can talk to a
person face-to-face. If residents are asking
questions in person, many more may have
that same question or concern. These
conversations and interactions are driving
factors behind online and digital
communication efforts.
Revamping a traditional look and feel
can be time consuming and the cost can
add up. However, making simple updates
to materials and messaging can breathe
new life into public perception. You can do
things like updating websites, logos, color,
fonts and outreach materials to modernize
September/October 2019 Traffic Technology International
the necessary training on
location in Maryland while
Communications Electronics
Inc installed the sensors on
user vehicles. In total, roughly
95 MDOT SHA employees took
part and received handson
experience.
MDSHA has been utilizing
Marwis since mid-January 2019
to monitor their roadways and
learn how Marwis can help
them to optimize their winter
maintenance program. Since
the roll out, they have been
able to monitor the highways
from their TMC and see what
conditions are statewide, as
opposed to only a select number
of fixed locations.
MDOT SHA is utilizing
ViewMondo for the real time
visualization and historical
data collection of the mobile
sensors data.
Promising early signs
Since the setup, Marwis units
have worked reliably during a
few winter weather events and
are being utilized by the MDOT
SHA maintenance staff and
management. According to a
DOT employee, “We’ve received
favorable feedback on the units
since the training. It seems our
crews will quickly integrate this
tool as part of their processes”
MDOT SHA, in conjunction
with Communications
Electronics Inc. and Lufft, will
continue to monitor and learn
how the data obtained through
these sensors can help MDOT
SHA manage their winter
maintenance operations
and resources.
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