I0 Tips on being road agency

“brand bosses”

May 16, 2018

Denise Donohue, CAE, APR,

CRA Director

What do people thinkabout your county road agency’s brand?What are your contact points saying?

Whether it’s inside the agency or to outsiders, your agency has a brand. Leaders in finance/human resources are critical to how the brand is executed – and how the company is perceived.

What is a brand when it comes to government?A brand is not just a logo …

It is the essence of what your road agency is … the logo + appearance + customer service + outreach + communication (internal + external).

And it’s everyone’s job – especially the front office!

What is your road agency’s brand?• “…to provide quality, efficient and safe road systems ….”

• “…to serve the traveling public in such a manner as to provide the services which allow the movement of people, goods and services as safely, efficiently and economically as possible with the resources provided…”

• …to provide the public with reasonably safe and convenient roads and bridges, financially sound management, respect to the environment, addressing community and developmental sensitivity, and providing dependable and responsive services…”

• “..to provide the best, safest, most effective and cost efficient road system possible…”

• “…to maintain a county road system that is safe and convenient for public travel and to manage the roadside environment, with a view toward preservation…”

• “…to serve … with a safe, reliable and efficient transportation network….”

So what’s the brand?

What is your road agency’s brand?• “…to provide quality, efficient and safe road systems ….”

• “…to serve the traveling public in such a manner as to provide the services which allow the movement of people, goods and services as safely, efficiently and economically as possible with the resources provided…”

• …to provide the public with reasonably safe and convenient roads and bridges, financially soundmanagement, respect to the environment, addressing community and developmental sensitivity, and providing dependable and responsive services…”

• “..to provide the best, safest, most effective and cost efficient road system possible…”

• “…to maintain a county road system that is safe and convenient for public travel and to manage the roadside environment, with a view toward preservation…”

• “…to serve … with a safe, reliable and efficient transportation network….”

How can you bring focus, stand for these items?

You are key to brand management. 10 ways to build your brand.

1) Physical appearance of foyer/frontoffice speaks to community.

• Condition of furnishings

• Contemporary – or 15-years ago?

• Dirty windows?

• Overgrown/no landscape

• Does it say cutting-edge agency?

You are key to brand management.10 ways to build your brand.

2) Physical appearance of foyer/front officespeaks to prospective employees.

• Michigan at full employment.

• Gen Zers are portable.

• Want to be part of community, something big.

• Want to join a winner.

• Be the “employer of choice.”

You are key to brand management.10 ways to build your brand.

3) Customer service upholds brandto customers, community.

• Brand extends to customer treatment.

• Telephone responsiveness.

• Complaint follow up.

• Addressing issues promptly.

You are key to brand management.10 ways to build your brand.

4) Front counter – your entryway talks!• Plaques, IMPRESS Awards.

• Community memberships, photos.

• Up-to-date information.

• Interesting historic display.

• Mission statement

What does your entryway say?

You are key to brand management.10 ways to build your brand.

5) Internal communication upholds brandto staff, future staff.

• Responsiveness.

• Information in which they are interested.

• Messages you want them to carry. Shape it!

• Fun bulletin boards.

• Awards on display.

You are key to brand management.10 ways to build your brand.

6) Your face at community events – taxpayers, voters,future staff, supporters

• Parades, fairs.

• School presentations.

• Big truck days.

• What one message are you sending?• Safety – make it something fun.

• Innovation – make it interesting.

You are key to brand management.10 ways to build your brand.

7) Your brand in social media.• Be respectful.

• Be interesting, be frequent.

• Be responsive.

• Don’t censor – be accurate.

• Apologize if you need to.

• What brand messages are youintentionally including?

You are key to brand management.10 ways to build your brand.

8) Your neighbors on the block.• Are your grounds nice? Weeds whacked?

• Gate painted? Same colors?

9) Your “on hold” brand message.• Muzak? 70s rock?

You are key to brand management.10 ways to build your brand.

10) Updated forms, papers.• Take a fresh look at public papers.

• Forms should be crisp – 1st generation.• No white-out, routine cross-out.

• “Letterhead” has logo, vision statement.

• Emails • Standard address protocol.

• Share contact info for each staff member.

THANK YOU!Denise Donohue, Director