Strategic Communications and Support for the
Second Strategic Highway Research Program
U.S. DOT, Volpe National Transportation Systems Center | Sponsored by FHWA
MacroSys provided strategic communications support for the Federal Highway Administration’s (FHWA) Second Strategic Highway Research Program (SHRP2) as part of a job order under a complex, multi-year, multi-million dollar IDIQ contract with the Volpe National Transportation Systems Center. The program was authorized by Congress to deliver ground-breaking products to help the transportation industry save lives, money, and time through advancements to improve the reliability, capacity, renewal, and safety of the Nation’s highway network. MacroSys assisted with pre-implementation support services, including program planning and management, strategic communication (i.e., branding and marketing), and website development. MacroSys also conducted stakeholder interviews with key automobile, safety, insurance, planning, and transit leaders to guide the strategy and nationwide strategic communications plan.
Due to SHRP2’s evolving nature fueled by its rolling deliverables, MacroSys developed a flexible strategy that changed over time to achieve the program’s goals. Currently, the SHRP2 website, which was created as part of this initiative, is the centerpiece in building the SHRP2 community across the country. MacroSys supported a steering committee consisting of over 20 members in the development of a unified brand and message platform, as seen in the nationally recognized SHRP2 tag line: Safe lives. Safe money. Save time.
MacroSys’s communications strategists helped design, deploy, and maintain the SHRP2 website, which is the centerpiece in building the SHRP2 community across the country.
MacroSys provided strategic communications support, including branding and marketing as well as the design, development, and distribution of web and print collateral, including this factsheet that discusses the critical role of metropolitan planning organizations in the development and renewal of the U.S. transportation network.
MacroSys developed this brochure, which highlights SHRP2’s four broad focus areas. In addition, our communications strategists helped develop a unified brand and message platform, as seen in the nationally recognized SHRP2 tag line displayed on this brochure: Safe lives. Safe money. Save time.