MnDOTs Research Services Section (RSS) is one of the larger state Department of Transportation (DOT) research programs in the United States, with a history of national leadership in transportation research by example and participation at local, state and national levels. The purpose of market planning efforts is to ensure that MnDOT is aligning our services with the needs of our customer groups. Ultimately, this content will be used to inform the following goals: 1) increasing the awareness of MnDOTs RSS and the value of services provided and 2) get the research and implementation results into the hands of our target audiences for their use. MnDOTs RSS has been operating without a strategic marketing plan. To inform this future marketing plan, RSS customer and stakeholder needs and perceptions must be captured, beginning with customer segmentation. Using this content a marketing plan will be developed. MnDOTs RSS will follow this plan to create collateral, marketing materials reflecting the value of RSS services and needs of our customers. The plan developed under this Contract will be used to help shape marketing/communications and to a broader extent the programs customer service and RSS program over the fiscal years 2012 through 2014. No additional specifications were given.
