Research to Assess Branding and Marketing Needs for DelDOT TMC’s Real-Time Traveler Information System June 2014 written by William J. DeCoursey, Assistant Policy Scientist Marcia S. Scott, Policy Scientist Sarah M. Pragg, Policy Specialist Neil W. Kirschling, Undergraduate Public Administration Fellow Geoffrey A. Heath, Undergraduate Public Administration Fellow Rebekah Inman Perry, Graduate Public Administration Fellow prepared by Institute for Public Administration School of Public Policy and Administration College of Arts and Sciences University of Delaware www.ipa.udel.edu serving the public good, shaping tomorrow’s leaders for the Delaware Department of Transportation Transportation Management Center This work was sponsored and funded by the Delaware Department of Transportation (DelDOT). The contents of this report reflect the views of the authors, who are responsible for the facts and accuracy of the research. The contents do not necessarily reflect the official view of DelDOT. Preface As the director of the Institute for Public Administration at the University of Delaware, I am pleased to provide this report, Research to Assess Branding and Marketing Needs for DelDOT TMC’s Real-Time Traveler Information System. Funded by the Delaware Department of Transportation (DelDOT), this report is intended to help DelDOT’s Transportation Management Center (TMC) align the development and marketing of its real-time traveler information system to meet the needs of the traveling public. This report also provides outcomes of a literature review, market/competitive analysis research, and focus group sessions. This research provides a foundation for recommended marketing/branding strategies that are designed to enhance the use of the DelDOT Real-Time Traveler Information Application. In November 2012, DelDOT introduced its free mobile application, which is available to both Android and Apple iOS users. The app features DelDOT news, events, streaming traffic cameras, live traffic advisories, and real-time interactive traveler information. The Institute for Public Administration assessed the degree to which targeted customers were aware of and utilized the app. The report includes a marketing plan that reinforces the need to utilize both traditional and digital marketing tools to attract, retain, and capture new target audience users. I would like to take this opportunity to acknowledge those who contributed time and energy toward this report’s success—Project managers William J. DeCoursey, assistant policy scientist, and Marcia S. Scott, policy scientist; project staff Sarah M. Pragg, policy specialist, and Bernard Dworsky, senior project advisor, and Public Administration Fellows, Neil W. Kirschling, Geoffrey A. Heath, and Rebekah Inman Perry. The Institute for Public Administration addresses the policy, planning, and management needs of its partners through the integration of applied research, professional development, and the education of tomorrow’s leaders. This study is an important part of this effort, as real-time traveler information systems and technologies are increasingly relevant in today’s society. Jerome R. Lewis, Ph.D. Director, Institute for Public Administration Research to Assess Branding and Marketing Needs Page i for DelDOT TMC’s Real-Time Traveler Information System Acknowledgements The Institute for Public Administration (IPA) at the University of Delaware gratefully acknowledges the research team, project partners, and stakeholders for their assistance and contributions to this public service project. Colleagues at DelDOT, Wilmington Area Planning Council (WILMAPCO) and the Dover/Kent County Metropolitan Planning Organizations (Dover/Kent MPOs), and University of Delaware provided invaluable input and support for the project. Professor James Morrison and students of the University of Delaware agreed to participate in the first of three focus group sessions selected for this project. WILMAPCO Executive Director Tigist Zegeye, her staff, and Public Advisory Committee (PAC) members, as well as Dover/Kent County MPO Executive Director Rich Vetter, his staff, and PAC members, provided important insight on the Real-Time Traveler Information Application that were incorporated this report. IPA appreciates the commitment of time and concerted efforts of all who made this project and the production of this report possible. University of Delaware Institute for Public Administration Authors and Research Team William J. DeCoursey, Assistant Policy Scientist Marcia S. Scott, Policy Scientist Sarah M. Pragg, Policy Specialist Neil W. Kirschling, Undergraduate Public Administration Fellow Geoffrey A. Heath, Undergraduate Public Administration Fellow Rebekah Inman Perry, Graduate Public Administration Fellow Bernard L. Dworsky, Senior Project Advisor Delaware Department of Transportation Gene Donaldson, Operations Director, Delaware Department of Transportation/ Transportation Management Center Holly B. Rybinski, PE, PTOE, Rybinski Engineering Research to Assess Branding and Marketing Needs Page ii for DelDOT TMC’s Real-Time Traveler Information System Stakeholders WILMAPCO PAC Name Affiliation Name Affiliation Patricia Folk Cecil County Jeff Peters Pike Creek VCL Antonio Valenzuela City of Wilmington Randi Novakoff WILMAPCO Mark Parker The Committee of 100 Joe Mitchell Cecil County Charles Shaw AARP Delaware Dick Janney Southern NCC Vic Singer Civic League for NCC Darlene A. Cole EDTAC Southern NCC Rafael Castro LACC David Carter Alliance Bill Dunn Civic League for NCC Fran Swift GHADA Tom Rosatko DRPA Wesley Avera CTRVL Civic Dover/Kent County MPO PAC Name Affiliation Name Affiliation PAC (City of Dover PAC (Kent County James P. Webster Dwight Meyer Appointee) Appointee) PAC (City of Dover Catherine Carleton C. Cannon MPO Appointee) Samardza PAC (County Jeremy Tucker PAC (County Appointee) Jayce Lesniewsi Appointee) PAC Phyllis Brooks Earle Dempsey PAC (State/Governor’s Collins Appointee) Mike Gumrot PAC (State Appointee) Rich Vetter MPO Kate Layton MPO Jim Galvin MPO University of Delaware Name Affiliation Name Affiliation Leadership 404: Professor James School of Public Policy and Students Leadership in Morrison Administration Organizations Other Stakeholders who attended the PAC Meetings Name Affiliation Name Affiliation Jennifer Oberle Howard Delaware Park Michael Smith GNEDP Kent County Liz Purcell Delaware Tourism Office Lorraine Dion Tourism Office Linda Parkowski Delaware Tourism Office Research to Assess Branding and Marketing Needs Page iii for DelDOT TMC’s Real-Time Traveler Information System Table of Contents Preface ........................................................................................................................................................ i Executive Summary ............................................................................................................................... 1 Review of Industry Guidelines ...................................................................................................... 1 Market/Competitive Analysis ....................................................................................................... 2 Focus Groups ....................................................................................................................................... 2 Marketing Plan ................................................................................................................................... 2 Recommendations .......................................................................................................................................... 3 Proposed Next Steps ......................................................................................................................... 5 Introduction ............................................................................................................................................. 6 Review of Industry Guidelines .......................................................................................................... 8 Background ......................................................................................................................................... 8 U.S. Department of Transportation ITMS Goals ................................................................................. 8 Delaware Department of Transportation ITMS Goals .................................................................. 10 DelDOT Real-Time Traveler Information App (RTTIA) Goals .................................................. 10 What Makes a Good App Great? ................................................................................................. 11 Make the App Look Good and Work Well .......................................................................................... 11 Keep it Simple ................................................................................................................................................ 12 Ask Yourself, “Has This Been Done Before?” .................................................................................... 12 Make Consumers’ Lives Easier by Solving a Problem .................................................................. 13 Eliminate User Interface Hangups ........................................................................................................ 13 Prioritize Marketing ...................................................................................................................................