March 15, 2018 MEMORANDUM

Transcription

1 MEMORANDUM TO: FROM: SUBJECT: March 15, 2018 Members, TRB Executive Committee Subcommittee on Planning and Policy Review Sandra Larson (Chair) on behalf of the TRB Centennial Task Force TRB Centennial Plan Please accept this memo as completion of the initial phase of the work assigned to the Centennial Task Force. The Task Force also asks for the SPPR s concurrence on the Centennial Celebration plan described herein. The Centennial Task Force Phase II Per the original charter for the Task Force, now that the Centennial Celebration plan is completed, members will turn their focus on providing oversight and input on the production of the centennial products. In addition, to the greatest extent appropriate, members will promote and encourage contributions to the individual and organizational fundraising programs described later in this memo. Background In June 2016, Dr. Ann Brach, Director, Technical Activities Division, briefed the Technical Activities Council (TAC) on TRB s history and recommended TRB begin a process to plan and carry out a Centennial Celebration around the organization s 100 th anniversary on November 11, As part of the TAC report to the Executive Committee, the recommendation was made and the Executive Committee concurred that a process for developing a Centennial Celebration plan should be created. In January 2017, the Executive Committee authorized its Chair to create a Centennial Task Force to: Establish the goals of the celebration, Establish themes for the celebration designed to help achieve the goals, Develop a recommended budget for the effort and strategies to secure the funding/sponsorship necessary to meet the budget, Recommend a logo for the celebration, Establish a primary set of products to help promote and celebrate the anniversary, w/ budget estimates and production schedules, Identify the culminating event for the celebration, and 1 of 23

2 Establish the volunteer and staff expectations/duties for the effort with particular attention toward inclusion of Standing Technical Committees participation in the development of products and promotional activities. The deadline for completion of these tasks was set as April 2018 to coincide with this spring meeting of the SPPR. In February 2017, Chairman Malcolm Dougherty named the following individuals to the Centennial Task Force: Asha Weinstein Agrawal, Director, Transportation Finance, Mineta Transportation Institute s National Transportation Finance Center James Crites, Former Executive Vice President, Operations, Dallas Fort Worth International Airport Chris Hendrickson, Hamerschalag University Professor of Engineering Emeritus, Carnegie Mellon University Sandra Larson (Chair), Transportation Innovations Strategies Leader, Stanley Consultants Joung Lee, Policy Director, American Association of State Highway and Transportation Officials Deb Miller, Commissioner, Surface Transportation Board Dale Peabody, Director, Transportation Research Division, Maine DOT Alan Pisarski, Principal, Alan Pisarski Consulting Bob Skinner, Former Executive Director, Transportation Research Board Michael Townes, Former President and CEO, Hampton Roads Transit Michael Trentacoste, Former Associate Administrator for RD&T, U.S. Federal Highway Administration Katherine Turnbull, Executive Associate Director, Texas A&M Transportation Institute Dan Turner, Emeritus Professor of Civil Engineering, University of Alabama After the initial group was named the following two individuals were added as members to ensure a close connection between the Task Force and the TAC, and because of the retirement of Michael Trentacoste who was initially selected as the FHWA representative: Socorro Coco Briseno, Dept. Director, Planning and Modal Program, CalTrans Jack Jernigan, Team Leader, Res. and Tech Program Development, Federal Highway Administration The Task Force had its first conference call in March All total, the Task Force and subcommittees it established had some 30 conference calls and one in-person meeting all of which focused on developing and refining various aspects of the centennial plan. The Task Force recognized early in the process that if a history book was going to be produced as part of the centennial effort, production of that book had to start quickly. In April of 2017 the SPPR concurred with the Task Force s recommendation to produce a book. The Task Force, led by its Publication Subcommittee, developed a prospectus for the book, identified potential authors, produced an RFP, evaluated responses to the RFP, and provided a recommendation on its top candidate. 2 of 23

3 In August 2017, Sarah Jo Peterson signed a contract to author TRB s history book. Based on recommendations from the SPPR, the publication contract has several milestones designed to ensure that the book is completed and ready for distribution by January The National Academies Press is assisting in managing the book production process and will also be responsible for editing, layout, design, and publication of the book. In considering the Executive Committee s charge to identify the culminating event for the celebration the Task Force concluded that for such an event to be as inclusive and accessible to as many people as possible, it would need to take place at the Annual Meeting. Due to the logistical complexity of the Annual Meeting, the Task Force has not made a specific recommendation on a culminating event. The Task Force believes that Technical Activities Division staff are in the best position to determine if and how such an event could be worked into the meeting in a manner that does not disrupt the meeting s primary goal of knowledge transfer. The Centennial Celebration Plan The Task Force s plan is based on a year-long celebration that will begin at the 99 th Annual Meeting in 2020 and conclude at the 100 th Annual Meeting in The focus of the 2020 Annual Meeting should be on TRB s history, and the focus of the 2021 meeting should be on the future. Goals and Theme. Page 4 Centennial Identifier Page 4 Products (listed in priority order). Pages 10 to 20 Book... Page 10 Website.. Page 11 Early Brochure... Page 12 Videos Short Reflections Page 13 Video Short Length Page 13 Videos Oral Histories. Page Centennial Booth at the AM Exhibit Page 15 Roaming Exhibit Booth. Page Centennial Booth at the AM Exhibit Page 19 Keep Sakes. Page 19 Marketing and Communications Plan..Page 21 3 of 23

4 Goals and Theme Goals (Primary Goal) Promote the Value of Transportation Research and TRB s Critical Role in the Process (Secondary Goals) Recognize and Honor Volunteers, Sponsors, Major Contributors, and Staff Highlight TRB Accomplishments and Sponsors Roles in those Accomplishments Celebrate and Promote the TRB Community Elicit Pride in TRB Participation Theme Moving Ideas: Advancing Society--100 Years of Transportation Research Visual Identifier The Centennial Task Force has developed a visual identifier that includes a graphic element for use by TRB on print and electronic material during the year-long celebration. The graphic element depicts motion in a non-modal specific fashion. The blue coloring is consistent with TRB s historical blue. The identifier was developed in block and horizontal formats without the TRB block lettering logo for use on materials were the block letter logo will already be present. Examples would include websites, newsletters, publications, and brochures. Versions of the visual identifier were also developed that incorporate the TRB block lettering logo for uses on items where the TRB block lettering logo will not appear in the vicinity of the visual identifier. Examples would include lapel pins, coffee mugs or other tchotchke items, and signs and banners. The visual identifier may also be licensed for use on pre-approved items by organizations that would like to help TRB commemorate its centennial. TRB, in consultation with the National Academies Legal Counsel Office and Office of Communications, will develop and enforce rules associated with the visual identifiers use. The different formats of the identifier are depicted below: 4 of 23

5 BLOCK 4-COLOR GRAYSCALE WHITE/REVERSE Shown on black for viewing only. Final file will not include background 5 of 23

6 HORIZONTAL MOVING IDEAS: ADVANCING SOCIETY 4-COLOR MOVING IDEAS: ADVANCING SOCIETY GRAYSCALE MOVING IDEAS: ADVANCING SOCIETY WHITE/REVERSE Shown on black for viewing only. Final file will not include background 6 of 23

7 BLOCK WITH TRB 100 YEARS MOVING IDEAS: ADVANCING SOCIETY 4-COLOR 100 YEARS MOVING IDEAS: ADVANCING SOCIETY GRAYSCALE 100 YEARS MOVING IDEAS: ADVANCING SOCIETY WHITE/REVERSE 7 of 23

8 HORIZONTAL WITH TRB MOVING IDEAS: ADVANCING SOCIETY 4-COLOR MOVING IDEAS: ADVANCING SOCIETY GRAYSCALE MOVING IDEAS: ADVANCING SOCIETY WHITE/REVERSE 8 of 23

9 SHIELD/COIN WITH TRB N VI IDE G AS: ADVANCIN G SO O M TY MO VA NCIN VING IDEAS: G SOCIE E TY 100 CI CIE TY M SO CIE TY M OVI NG AS: ADVANCIN G G IDE SO A O S: A ID E G SO CIE TY MOV IN G ID O AD A VING IDEAS: C 9 of 23 AN YEARS AD V S: MO N VA E TY 100 CI C N VI G AN V AD YEARS GRAYSCALE AD V M VING IDEAS: AN MO CING SOCIETY E IN E 100 CI IN AD S: ID OVI NG M SO SO TY CING SOCIETY G G IN ADVANCIN C G AS: AN N VI IDE AD V YEARS 4-COLOR WHITE/ REVERSE E

10 Centennial Products List Book Due January 2020 TRB will publish a book of no less than 60,000 words in length that will document the Transportation Research Board s history, key achievements, major programs, and the institutions and individuals that have supported TRB. The book will also analyze the impact of transportation research and TRB s role in supporting transportation innovation. The book is intended primarily for transportation professionals, particularly those who have been involved with TRB and have participated in its activities. It will serve as a reference document, organized in a manner that allows readers to easily dip in and out to learn about different facets of TRB s history and activities. Just as Ideas and Actions the book prepared on the occasion of the Board s 50 th anniversary has served as a key reference document for the past 47 years, this publication should serve that same purpose for the next 50 years. As envisioned, the book will document important events, institutions, and individuals, as well as analyze the impact, accomplishments, and effects of TRB activities. Topic areas expected to be addressed by the book, regardless of organization, include the history and important milestones; standing technical committees; the Annual Meeting; publications and information services; the Cooperative Research Programs; Special Research Programs (early road tests, AASHO Road Test, SHRP 1, SHRP 2); Policy Studies; important individuals (founders, key leaders, and participants); institutional partnerships and sponsorships; the National Academies of Sciences, Engineering, and Medicine and the National Research Council; the role of volunteers; the TRB Executive Committee (role, evolving composition, Critical Issues list, etc.); state visits; and specialty conferences. The final manuscript is due December 31, 2018, with the book ready for distribution on January 1, The book will be disseminated to 2020 Annual Meeting attendees, sold on TRB s online bookstore, and provided complimentary to its year-round sponsors. Subsequent to the centennial celebration, the book will be used to help introduce TRB to key transportation research decision makers such as new members of the TRB Executive Committee, new political appointees at the various modal administrations of the U.S. Department of Transportation, and new state DOT CEOs. TRB has hired Sara Jo Peterson to author the book. The National Academies Press is assisting with managing production of the book and will be in charge of editing and printing of the final product. The Centennial Task Force subcommittee that is helping to oversee production of the book includes Robert J. Skinner, Jr. (chair), Sandra Larson (exofficio), Asha Weinstein Agrawal, Katie Turnbull, Alan Pisarski, and Jim Crites. 10 of 23

11 Website Due Summer 2019 The centennial website will be structured around the theme: TRB was, is, and will be there. Based on this structure, the centennial website will tell the story of TRB s history and impacts; highlight TRB s current activities and opportunities for involvement; and explore the future roles, aspirations, and opportunities for the organization as well as the volunteers that are its underpinning. The website will play a key role in supporting the overall goal of the celebration, which is to promote the value of transportation research and TRB s critical role in research, as well as recognize and honor volunteers, sponsors, major contributors, and staff; highlight accomplishments and the role of sponsors in those accomplishments; celebrate and promote the TRB community; and elicit pride in participating in TRB. Content expected to be on the website includes: timelines, longer/featured type articles, short-sidebar length stories, a graphics and photos gallery, videos, calendar, quizzes/contests, and 100 lists (the 100 most memorable "this, that, or the other thing" collected via surveys from volunteers). Content for the website will be developed through information collected from the book; other historical information included in TRB s publications archives; surveys of TRB volunteers and standing technical committees; contributions by products expected to be undertaken by the standing technical committees under the oversight of the Technical Activities Council; and contributions from TRB volunteers, sponsors, and affiliates. The primary audience for the site will be transportation professionals, both those that have participated in TRB in the past, as well as professionals who have not participated or may not have been aware of TRB before the celebration. A secondary audience will be decision makers at the federal, state, regional, and local levels of government; and leaders of transportation related non-government organizations. During its existence, the site will be promoted via the TRB E-Newsletter and social media channels. The site is expected to be launched during the summer of 2019 and archived in February The site will be managed by TRB staff using the Academies new unified web content management system, which is based on a responsive design platform that will allow pages on the site to be displayed on a variety of devices and screen sizes. The Centennial Task Force subcommittee that has been established to help oversee the website includes Dan Turner (chair), Dale Peabody, Coco Briseno, Michael Trentacoste, 11 of 23

12 Katie Turnbull, and Sandra Larson (ex-officio). This subcommittee will also help oversee development of early brochure on the celebration that is due by the 2019 Annual Meeting. Additional details on this product is included later in this memo. In addition to overseeing development of the site, the subcommittee will also develop standards and guidelines for videos and other materials that committees and volunteers may contribute to the site. The standards and guidelines are designed to make it easier for entities and individuals to know exactly what they need to do in order to contribute, and to also result in a more uniform experience for consumers of the website s content. This activity will be labor intensive. We estimate that 400 hours of staff time to develop, populate, and maintain the site over its approximately 18-month lifespan (Mid-2018 to February 2021). The site will be archived in February Early Brochure Due by January 2019 The Task Force has recommended the development of a brochure, rich with images, that will be available online and for distribution during the 2019 Annual Meeting. This early product of the centennial celebration is to begin the process of engaging TRB s volunteers in the celebration and to inform them of the components of the celebration, its themes, and the ways that they can participate. The brochure is modeled after AASHTO s popular picture book that it produced and distributed in advance of the start of its centennial celebration. A brochure format will be used for budgetary reasons. The brochure will be developed with the assistance of the National Academies Press and in consultation with Mr. Roger White, Curator, Road Transportation, Division of Work and Industry, Smithsonian Institution. The Centennial Task Force subcommittee that has been established to help oversee the early brochure includes Dan Turner (chair), Dale Peabody, Coco Briseno, Michael Trentacoste, Katie Turnbull, and Sandra Larson (ex-officio). This subcommittee will also be overseeing development of the Centennial Website. Dissemination will take place at the 2019 Annual Meeting and at TRB specialty conferences, as well as at meetings of TRB partner organizations during the first half of 2019 or up until the launch of the centennial website, which is planned for the summer of of 23

13 Video - Short Reflections (30 seconds Lists Items) Due beginning in June 2019 A feature on the Centennial Website will be 100 Lists that will aggregate the responses of volunteers to various questions such as: Tell us how TRB has helped advance your career? How have you taken advantage of information you gained from TRB to improve your community? How will TRB help you influence the future? Share a memorable TRB Annual Meeting road trip. What does TRB mean to you? The goals of the 100 lists are to develop content for the Centennial website and allow as many people as possible to contribute and be part of the celebration effort. Since some of the questions will be geared toward younger members of the TRB community, it is also expected the videos will highlight the diversity of those within the transportation community and potentially attract other young people to join their ranks. Short videos of approximately 30 seconds will be the preferred method to collect responses, but written submissions will also be accepted. The Task Force s Subcommittee on Products will develop standards and guidelines for videos. Members of the subcommittee included Deb Miller (chair), Michael Trentacoste, Michael Townes, Coco Briseno, Joung Lee, Katie Turnbull, and Sandra Larson (ex-officio). TRB will solicit input on 100 lists through surveys that will be sent to volunteers by and highlighted in the TRB E-Newsletter. Surveys are expected to start in the spring of The centennial website is scheduled to go live the summer of 2019, or about 6 months before we officially kickoff the celebration. A new 100 list will be released on the website about once a month during the 18-month life of the website. Respondents will submit videos via Drop Box. Videos will be reviewed before being uploaded to the National Academy of Sciences, Engineering, and Medicine s Vimeo site. Before uploading videos, survey respondents will need to confirm their agreement to provide copyright to the material to TRB. 100 List videos will be collected and grouped together by question on the website. Video - Short Length (5 minutes) Due June 2019 The Task Force is recommending development of a short, five-minute video that would be hosted on TRB s Centennial Website and looped for display in the Centennial Booth at the 2020 and 2021 Annual Meeting exhibits. 13 of 23

14 Since the book that is being produced will focus primarily on history, the Task Force is recommending that this video focus primarily on the future. The audience for the short video would be college and graduate school students with the goal of exciting younger people into considering transportation as a career path. The Task Force believes that a focus on the future would also result in a video that would have a longer shelf-life. In order to attract the attention of a younger audience, the Task Force suggests that the story arc focus on topic with a broad appear and technical component. Examples of potential topics include sustainability and transformative technology or transformational technologies and services. The Task Force suggests that input from newly minted transportation professionals be solicited before the final topic is selected. The topic should be consistent with the societal role these professionals believe transportation will plan in the future. Very much like the full-length video that was produced by the Highway Research Board for its 50 th Anniversary, Research: The Common Denominator ( this short video should focus on new transportation technologies and ideas related to the topic, the role of research in supporting and enhancing those ideas and technologies, and TRB s role in supporting and promoting that research. The video will need a strong takeaway so that those who view it will feel invested and empowered to make a difference. Finally, the video should have a call to action that you can make a difference by joining the transportation community. Development and production of the video will be overseen by the Task Force s Subcommittee on Products. Members of the subcommittee included Deb Miller (chair), Michael Trentacoste, Michael Townes, Coco Briseno, Joung Lee, Katie Turnbull, and Sandra Larson (ex-officio). The Task Force considered, but ultimately decided that the cost of a 30 minute, fulllength video would be cost prohibitive on a per viewer basis after looking at analytics of longer videos hosted on the AASHTO website. The Task Force will, however, continue to explore opportunities to partner with other organizations, such as the Smithsonian Institution, in the production of longer length videos that highlight TRB s history. Videos - Oral Histories Due June 2019 The History Committee has undertaken a project to produce oral histories. The Task Force understands that this effort is being led by Dr. Martin Wachs, Professor Emeritus of Urban Planning, UCLA and Jon Williams, the retired director of TRB s IDEA and Synthesis programs. With the assistance from Sarah Jo Peterson, the author of the history 14 of 23

15 book, the History Committee was provided an overview on procedures and standards for oral histories, a cost estimate for doing oral histories, and a list of where other resources on producing oral histories are available. Russell Houston, who is staffing the Centennial Task Force, will work with History Committee Chair Asha Weinstein Agrawal to establish the standards that will need to be followed so oral histories produced by the committee can be included on the Centennial Website Centennial Booth at the AM Exhibit Due January 2020 The focus for the 2020 Annual Meeting will be on TRB s history. Therefore, the Task Force is suggesting that they Centennial Booth also focus on TRB s history. Since the history book will be a key source of historical information for the centennial, the Task Force recommends that the 2020 booth follow a similar story arc as the book. In essence, the booth will include the following sections: Pre-1920 This section will highlight the context and motivations for HRB s founding, including preliminary steps and early actors. The section will cover topics such as transportation research in the NAS, the founding of the NRC, lessons learned during World War I, the founding of AASHO, and the Federal-Aid Road Act of : (Founding Era) This section will highlight the goals and ideals of HRB s founders as well as their first attempts to bring the vision to reality. This era will cover topics such as the HRB s partnership with the federal government, the earliest efforts to conduct and disseminate research about research, the first research projects with AASHO, and organizational struggles during the Great Depression : (Mission Building in Partnership with the States) During World War II, HRB and AASHO worked together to make plans to dramatically expand HRB s activities and responsibilities after the war. This section will highlight topics such as the launch of the Research Correlation Service and state visits (1945), early cooperative research projects leading to the NCHRP (1962), and a computerized Highway Research Information Service (1963) : During this period TRB was elevated to a major unit within NRC and began doing NRC policy studies. This section will include topics such as the transformation from HRB to TRB, the National Cooperative Transit Research and Development 15 of 23

16 Program (NCTRDP) funded by UMTA, the Strategic Highway Research Program (SHRP) funded by FHWA, and the initiation of a series of critical issues lists. The section will also look at how TRB s early steps towards multi-modalism and the loosening of societal barriers to the transportation professions diversified TRB s leadership and volunteers Present: The impacts of ISTEA (1991) and the Clean Air Act Amendments (1990) on federal and state activities appear to provide a distinct break with the earlier era. This section will include topics such as the expanding number of cooperative research programs, the response to 9/11, and growing international involvement. This section will also include a description of who makes up TRB and how TRB operates in the present. Standing Technical Activities: This section will highlight the beginnings of the standing technical activities within TRB, including an organizational timeline, and major products, such as the HCM. Policy Studies This section will descript the beginning of policy studies within TRB, the reason for their genesis, and highlight some of the most impactful studies that have been produced. Marine Board This section will highlight the 1963 establishment of the Marine Board and its move to TRB. Cooperative Research Programs This section will highlight the CRP process and the establishment of the NCHRP, TCRP, ACRP, and other cooperative research programs as well as some of each program s most significant accomplishments. Volunteers This section will highlight the various roles TRB volunteers play in the success of the organization. This section may also include select HR News and TR News profiles of volunteers through the years to demonstrate the changing diversity of those involved in TRB. Sponsors This section will include the role of sponsors, particularly the roles of the states and federal agencies, in supporting the success of TRB. Major Accomplishments and Milestones This section will highlight the major accomplishments and milestones of HRB/TRB through its founding to today. 16 of 23

17 TRB Origin DNA (General TRB Introduction) This section will highlight the factors that lead to the creation of the National Advisory Board on Highway Research, original sponsors, and how it morphed to the Highway Research Board and finally the Transportation Research Board. This section will also highlight the original mission for the board that is as appropriate today as it was then. Each section will consist of from one to three banner signs that will be produced with the assistance of the National Academies Press and in consultation with Sarah Jo Peterson, the history book author and Mr. Roger White, Curator, Road Transportation, Division of Work and Industry, Smithsonian Institution. We estimate a total of 30 to 40 banner signs. With each banner sign will be able to be used independently from any other banner sign. Banner signs will be approximately one-meter-wide and about three meters high. They are light and portable. The banners signs can be rolled into their aluminum base, so they are easy to transport. This is important since the displays used for this booth will also be used as components for the roaming exhibit. In addition to using these banners as part of the roaming exhibit, the Task Force encourages TRB to consider displaying these banners on the fourth floor of the Keck building and/or to work with the office that manages the artwork on the first floor of the Keck building to have them displayed in that area as well. The booth will also have video monitors that will run the 5-minute video in a loop. Members of the Task Force and others will be asked to staff the booth to answer questions; and, Sara Jo Peterson, the author of TRB s history book, will be scheduled to appear in the booth to answer questions and sign books. It is estimated that the footprint for the Centennial Booth at the 2020 Exhibit will be approximately 40x40 square feet. Artwork used to produce the individual banner stands will be included on the web to create a virtual history booth on the website. The Task Force estimates approximately 120 hours of staff time associated with this effort. Roaming Exhibit Booth Due by January 2020 As mentioned in the section above, the Centennial Booth at the 2020 Exhibit will consist of between 30 to 40 banner stands and each banner stand will be able tell a story. As envisioned, a roaming exhibit would use from three to nine of the banner stands. The stands selected would be depended upon the size of the area allotted for the exhibit as well as the focus of the organization wishing to host a roaming exhibit. As a result, the story arc for each roaming exhibit could be somewhat tailored. 17 of 23

18 Examples of potential banner stand configurations that might be used for various organizations include: AASHTO TRB Origin DNA (General TRB Introduction), Major Accomplishments and Milestones, Sponsors, Cooperative Research Program (NCHRP Banner), and : (Mission Building in Partnership with the States) Airport Council International- North America TRB Origin DNA (General TRB Introduction), Cooperative Research Program (ACRP Banner), and Standing Technical Committees AAR TRB Origin DNA (General TRB Introduction), Cooperative Research Program (NCFRP), Policy Studies, and Standing Technical Committees COMTO/UTCs TRB Origin DNA (General TRB Introduction), Major Accomplishments and Milestones, Volunteers, and Standing Technical Committees In addition to the banner signs, the roaming exhibit will also include information about TRB, how to become involved in TRB, as well as information on how to stay informed on upcoming TRB activities. The initial schedule of 8 to 10 events where the roaming exhibit will appear will be scheduled by staff. Those events will primarily be the annual meetings of key partners such as AASHTO, ITE, COMTO, APTA, ITS America, etc. The availability to secure the roaming booth will also be advertised to higher level volunteers and past chairs of the TRB Executive Committee, who may want to host the booth at a meeting outside the DC area. Finally, the website will include information on the roaming exhibit and on how to secure use of the exhibit. The roaming exhibit would not require a TRB staff person to be present, but it could be staffed by a volunteer from the sponsoring organization. The booth would be shipped to a contact at an organization willing to sponsor the booth with detailed information on how to set up and dismantle the booth, as well as postage and instruction on how to ship the booth back to TRB. 18 of 23

19 In all instances, TRB staff will work with a key contact to identify the appropriate banner signs as well as any support material that would be appropriate for inclusion with the roaming exhibit. The schedule for the roaming exhibit will be included on a Centennial Website calendar. TRB staff will work with the National Academies Legal Counsel to ensure that releases needed in advance of the display of the roaming exhibit are developed. The planning and advertising of an event that may include the roaming exhibit is totally the responsibility of the organizer of the event. The Task Force estimates that management of the roaming exhibit will take about 80 hours of staff time Centennial Booth at the AM Exhibit Due January 2021 The theme for the 2021 TRB Annual Meeting will be the future. TRB is going to experiment with the pavilions concept in the exhibit hall beginning in Pavilions are designed to allow exhibitors to self-cluster themselves under certain predefine topic areas within the exhibit hall. The goal of a pavilion is to allow meeting attendees to quickly find solutions or information within a topic areas and to allow for exhibits to have more in-depth conversations with attendees. Pavilions will include small networking zones that will allow for organic discussions and exchange of ideas to take place. For the 2019 meeting TRB is planning pavilions that will cover active transportation, passenger and public transportation, risk and resilience, and transformational technology. Assuming the pavilion concept is successful, the Task Force is suggesting a Futures Pavilion that the 2021 Centennial Booth at the Annual Meeting highlight new and cutting edge technology. Exhibitors that participated would be encouraged to incorporate interactive displays in their bootsh. Keep Sakes Due from January 2020 to January 2021 The Task Force believes that the history book, which will be distributed to all 2020 Annual Meeting attendees and TRB sponsor organizations, as well as sold on TRB s website, is the keep sake produced by TRB. 19 of 23

20 However, to expand the number and variety of keep sakes that might be available during the Centennial Celebration year (Jan to Jan. 2021) the Task Force is recommending that TRB explore with the Academies General Counsel the potential of licensing the centennial identifier for use by TRB sponsors, affiliates, patrons, or Annual Meeting exhibitors for use on giveaways or tchotchke type items. Use of the identifier would be subject to written approval by TRB. A final copy of any item bearing the identifier would need to be submitted for approval. The sponsor, affiliate, patron, or Annual Meeting exhibitor would be required to clearly state on any item bearing the identifier their relationship to TRB as a sponsor, affiliate, patron, or Annual Meeting exhibitor. Any use must not imply or infer that the sponsor, affiliate, patron, or Annual Meeting exhibitor is representing TRB or that any partnership exists with TRB, or that TRB endorses the sponsor, affiliate, patron, or Annual Meeting exhibitor and/or its products or services. The identifier may not be altered in any way. The identifier may not be used as a header for a web page or document. The language above is consistent with language in TRB s Exhibitor Terms and Conditions that governs the use of the TRB Annual Meeting logo by exhibitors. 20 of 23

21 TRB Centennial Celebration Marketing and Communications Plan TRB Vision: TRB is where the nation s leaders and the transportation community turn for research, innovation, collaboration, and advice on emerging and critical transportation issues Centennial Primary Goal: Promote the value of Transportation Research and TRB s Critical Role in the Process Objectives: 1. Recognize and Honor Volunteers, Sponsors, Major Contributors, and Staff 2. Highlight TRB Accomplishments and Sponsors Roles in those Accomplishments 3. Celebrate and Promote the TRB Community 4. Elicit Pride in TRB Participation Measurable Accomplishments 1. Enhance attendance at TRB sponsored convening activities by 10% by using the centennial celebration as a means to demonstrate the value of transportation research to the nation. 2. Grow the online footprint of TRB through E-Newsletter subscribers, social media followers, and website visitors by 20%. 3. Through TRB History Book sales, and Century Club and Century Patron program secure funding that offsets expenses related to the Centennial Celebration. 4. Through the Century Club program, establish a pool of at least 500 TRB volunteers and friends that could be the focus of a philanthropic giving campaign beginning in Strategies: 1. Promote collaboration on transportation research, education, and technology transfer at international, national, regional, state, and local levels; across public and private sectors; and with transportation providers, customers, and other stakeholders. (TRB Strategic Plan) 2. Conduct and promote communications efforts to enhance the awareness of transportation research and its contributions to innovation and progress in transportation. (TRB Strategic Plan) 3. Contribute to the public s understanding of transportation and its significance to society. (TRB Strategic Plan) 4. Attract new stakeholders and partners to expand and diversify TRB s base in part by motivating and incentivizing volunteers to share historical information about TRB. (New) 5. Recognize and honor the role and accomplishments of Volunteers, Sponsors, Major Contributors, International Organizations, and Staff (adapted from Centennial Task Force) 21 of 23

22 Tactics: 1. Identify 2020 as the Centennial of the Transportation Resource Board banner year, blanketing all outreach activities with the Centennial of the Transportation Research Board theme (Strategies 1, 2, and 3; Objectives 1 and 3) Audience: (Broad) Partners, Sponsors, Fans of TRB or Transportation Academic (Faculty and Students), Congressional Staff, and Congressional Research Service a. Place identifiers on social media, publications, website, conference materials, and other materials to signify the 100th year. b. Conduct outreach campaign (via ) to involve retired volunteers, notable professionals in the industry, office-holders who work on transportation issues. Individuals can opt into signing up to help spread the word about the centennial, or participating in activities like social media campaigns, videos, purchasing books, as outlined below. 2. Develop digital materials and leverage social media platforms to engage internal and external key audiences (Strategies 1,2,3; Objectives 1,2,3) Audience: (Broad) Partners, Sponsors, Fans of TRB or Transportation, Academic (Faculty and Students), Congressional Staff, and Congressional Research Service a. Create a digital timeline of TRB b. Launch social media campaign to promote all of these activities under a central hashtag (i.e. #TRBat100) 1. Video challenges via the Task Forces 100 List activities c. Highlight other organizations that have or are having their centennials during this period and the symbiotic relationship between these organizations that began 100 some years ago. 3. Produce a video focusing on the future of transportation (Strategies 1, 2, and 3; Objectives 1 and 3) Audience: (Narrow) College and Graduate Students a. Can be shared on social media and website b. Video can be part of the Annual Meeting c. Video can be personalized to include the stories of volunteers and the broader TRB Community 4. Place a special 2020 and 2021 Centennial Booth at the Annual Meeting Exhibit (Strategies 2 and 4; Objective 2) Audience: (Narrow) Annual Meeting Attendees a With input from the Smithsonian, develop an exhibit that is consistent with the structure of the TRB History Book b. The Annual Meeting Exhibit should use the same components as the traveling exhibit that is being developed under the products subcommittee. c Develop a pavilion at the exhibit that collects highlights new and cutting edge technology. 5. Leverage publications (Strategies 1,2; Objective 3) Audience: (Narrow) Volunteers, Sponsors, Academia 22 of 23

23 a. Create a Centennial Book b. Publish Centennial themed articles in TR News Series c. Design brochure handout to advertise Centennial and related activities d. Highlight publications produced by TRB from January 2020 to January 2021 with the Centennial Celebration Logo. e. Develop material on the centennial for inclusion in the state visits packages. 6. Handout branded keepsakes (Strategies 2,3; Objectives 3) Audience: Narrow: Volunteers, Sponsors, Academia a. Brand the TRB History Book as a keepsake b. Work with partners to license the centennial identifier for use by TRB sponsors, affiliates, patrons, or Annual Meeting exhibitors for use on giveaways or tchotchke type items. 23 of 23