Below is the uncorrected machine-read text of this chapter, intended to provide our own search engines and external engines with highly rich, chapter-representative searchable text of each book. Because it is UNCORRECTED material, please consider the following text as a useful but insufficient proxy for the authoritative book pages.
4C h a p t e r 1 purpose of the project The second Strategic Highway Research Program (SHRP 2) Capacity program area is working toward designing a trans- portation planning and project development decision-making framework that better integrates transportation decisions with social, economic, and environmental considerations. Transpor- tation for CommunitiesâAdvancing Projects through Part- nership (TCAPP) is the cornerstone of the SHRP 2 Capacity program area and contains a systematic decision guide for col- laborative, or interest-based, problem solving. The final prod- uct, found on the website www.transportationforcommunities .com, provides agencies and practitioners with guidance on reaching collaborative decisions as they work through the tra- ditional transportation planning, programming, and permit- ting processes (1). 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 agen- cies, and environmental resource agencies. These managers and chief executive officers (CEOs) will need to be the champions for process change. The purpose of SHRP 2 Capacity Proj- ect C22, Executive Decision Making for Transportation Capacity: The Multiagency Context, is to translate the ben- efits of TCAPP into marketing principles, potential strate- gies, 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, mes- sages, 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 website. Organization of the project Chapter 2 is a brief overview of TCAPP and provides back- ground context for this research. Though TCAPP is an evolv- ing product and will continue to be refined and expanded, the description in this report is consistent with how it was pre- sented to interviewees for the SHRP 2 C22 research effort in the fall of 2011. Chapter 3 is an overview of the target audi- ence: a profile of related agencies and their leaders. It is a sum- mary of the work conducted under Task 1 and documented in the Task 1 Technical Memorandum. Chapter 4 describes the research findings from this effort and is a synthesis of data gathered through the agency research, charrette, and inter- views. Chapter 5 identifies marketing principles, potential marketing strategies, messages, and media and is the key take- away from this work. While it builds upon the research, Chap- ter 5 also can be viewed as a stand-alone document for those who are solely interested in foundational principles for mar- keting TCAPP to executive leaders. Chapter 6 presents an array of potential next steps. Project Background
