Appendix B. Public Information and Outreach Campaign Framework Templates
The following templates are meant to help agencies develop work zone public information and outreach campaigns for their road projects. The templates can be reproduced as needed. Each template builds upon the previous one, ending with an action plan to help guide agencies through the implementation of a public information and outreach campaign.
The templates are not meant to be the only approach to creating a public information and outreach campaign, and therefore may need to be modified to fit the specifics of the project or the agency's needs. Furthermore, it is understood that agencies may already have standard scheduling tools and software in place to create timelines and action plans and may instead choose to use these tools to develop their public information and outreach campaigns.
The templates cover the following topics:
- Template #1 – Outreach Framework: Covers the high level information used to shape the campaign.
- Template #2 – Evaluation/Measures of Effectiveness: Identifies measures of effectiveness to ensure the goals identified in Template #1 are met.
- Template #3 – Outreach Strategy Target Audiences and Messages: Identifies the target audiences, the desired outcomes of the outreach campaign for each audience, and the messages needed to attain those outcomes.
- Template #4 – Product Development: Identifies outreach products for each of the target audiences identified in Template #3, the goals of the product, content, and distribution ideas.
- Template #5 – Distribution Channels: Further expands on the distribution ideas identified in Template #4.
- Template #6 – Outreach Strategy Action Plan: Pieces together the information described in all of the Templates into a set of steps for implementing the campaign.
