The Scenario

For years, travelers have dealt with frequent emergency maintenance of a functionally obsolete bridge on a key corridor, located close to the state capital. This has resulted in unusually high levels of congestion and delay on this corridor, which also has a significant role in freight movement in the state. Today, the agency is presenting revised plans for the new structure that will replace this bridge. To date, local media coverage has primarily focused on the cost of the bridge replacement. Expected delays and detours due to construction have also received a large share of press coverage. In presenting the case for investment in the new structure, the agency is seeking to clearly communicate the benefits that the traveling public will experience. The agency plans to develop a coordinated social media campaign that will highlight congestion/delay, freight, and safety benefits in terms that resonate with local travelers and business interests. The communications products must connect investments to performance in a transparent and accountable way.

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