Develop Messaging Strategy and Materials (21)

Description:

Developing a messaging strategy for a live program involves shifting the focus from program testing toward implementation. A messaging strategy must address the unique goals and challenges of launching the full-scale rollout of the new program. This includes a broader reach to the general public with information about the program and strong coordination with partner agencies who will share in implementation of the program.

Details:

A coordinated messaging strategy and communication materials are critical to a full-scale rollout of the RUC program. A broad and diverse public will interact with this information for the first time, often bringing a set of concerns and questions similar to those that surfaced during the pilot phase, as well as new issues and concerns. The public’s previous RUC experience is an important starting point for developing messaging and materials, but further research may be necessary to support an updated communications strategy. In addition, the details of final authorizing legislation and administrative implementation will bring a new level of content that needs to be clearly communicated. Communication activities may include the following:

  • Development of core messages and materials to communicate program goals and objectives, address issues and public concerns arising from the pilot program phase, and provide program details.
  • Ongoing coordination between the RUC implementing agency and partner agencies throughout the setup phase to accurately reflect decisions and details around key areas of public interest. Such details may include specific rules, rate determination, and administrative and customer service processes.
  • Outreach to media, stakeholders, and the general public at a scale necessary to reach statewide audiences, including at the household and small-business levels. Materials and methods utilized in the pilot phase (e.g., web page, social media, newsletters, and outreach events) will continue to be used. Outreach may leverage advertising and earned media to a greater degree and will also include distribution of information through partner agency channels.
  • Targeted outreach to stakeholders with unique concerns or impacts, such as commercial carriers, drivers of electric vehicles, or residents with exempt mileage. Engagement may come through direct briefings with industry associations, automobile dealers, and community-based organizations, as well as through amplified messaging in specific communities or geographic areas.
  • Coordinated media support and monitoring during program launch, which means providing talking points and guidance in response to media requests, as well as looking for media comments and addressing them as needed.
  • Coordination between messaging strategy and customer service elements of the program.

Clear, prioritized messaging and talking points ensure that all communication with the public, stakeholders, and media is consistent regardless of the source of the message or the delivery method. This is particularly important during live program rollout, where the breadth and intensity of messaging reach is necessarily greater, introducing more messengers, information channels, and potential risk into the communications ecosystem.

Materials updated with current messaging such as frequently asked questions, a dedicated program website, and a program flyer are likely to remain core to this phase of communications. Content can be adapted for use by agency partners, but the message should remain consistent. Additional collateral for a statewide advertising and awareness campaign may also be developed to support launch of the live program. Specific taglines and calls to action will support overall messaging.

Given the breadth of public communications activity anticipated during setup and launch, including significant media attention and the potential for political interest, messaging may need to adapt to changing conditions in the public conversation about the RUC program. Regular review and update of priority messaging will ensure responsiveness and help manage risk in this critical period of program development.

Primary Uses:

Guide all aspects of RUC communications during live program rollout. Provide consistent messaging and materials when discussing RUC with media, stakeholders, and the public. Provide basis for and enable adaptation during program implementation.

Best Practices/Lessons Learned:

  • Communications experts should execute this building block, leveraging the public opinion research and lessons learned in RUC pilots and programs (see Public Opinion Research building block).
  • Before beginning any communications program, have a thorough understanding and analysis of the program to help identify specific audiences and engagement strategies. If a pilot was conducted, evaluate communications undertaken, considering the effectiveness of specific messages and outreach activities as well as their relevance to a live RUC program.
  • Assess how historically marginalized communities were previously engaged in communications and outreach efforts, the status of relationships in these communities, and the measures that must be taken to engage these audiences in the rollout of a live RUC program.
  • Develop messaging that succinctly covers the top RUC issues brought forth by the public as they are identified (e.g., RUC as a replacement to the gas tax, urban vs. rural impacts, and cost of collection). Explain the authority for the RUC program, as well as the rationale for consideration of RUC and any previous public process or testing. Be aware that privacy will always be an issue in the context of RUC, and make it clear that privacy policies will be followed. Avoid terms such as “tracking” in association with RUC mileage reporting.
  • As necessary, conduct additional testing on program messaging and materials to determine whether assumptions about audience perceptions, motivations, and barriers remain accurate. This can be particularly important before committing significant resources to an advertising campaign.
  • Consider including testimonials from pilot participants. These participants may be viewed as relatable messengers within introductory materials (e.g., websites, videos, advertisements), particularly for those who are less trusting of government.
  • Conduct ongoing engagement with stakeholders who continue to present concerns about RUC through one-on-one conversations to maintain connections and distribute information.
  • Institute an interagency communications dialogue space where the lead agency, implementing agency, and supporting agency staff can share information and reach agreement on necessary strategic elements, active rollout campaign methods, and emerging issues.
  • In coordination with agency partners, establish a central information clearinghouse where dynamic program information, such as detailed questions and responses about the program, will reside. This can help minimize the chance of inconsistent, out-of-date, or inaccurate information in different channels. Evergreen messaging may continue to live in multiple places, where the risk of inconsistent information is low.
  • Establish a process by which priority messaging is incorporated into customer service channels and responses. This is especially important as changes are made to the live system.

State Government Context and Assumptions

Communications should be executed by the implementing RUC agency and the lead agency (if different) with communications support as needed. Other government agencies and staff also have a strong leadership role in engaging with stakeholders and may own a significant role in implementation. This activity should start soon after the authorizing legislation is passed. A proactive messaging platform allows the team to be prepared for coordinated communications needs as the live program rolls out, enabling them to develop supporting materials as needed.