SCOPE

The Harris County Toll Road Authority (HCTRA) manages Texas’ most- used network of toll roads, processing more financial transactions in an average day than Amazon. When HCTRA embarked on a plan to replace all six of the Sam Houston Tollway’s massive tolling plazas with an all-electronic tolling system, the authority turned to Outreach Strategists to design and implement a community engagement strategy to ensure that the transition away from manned toll booths would happen with minimal disruption. At the same time, HCTRA saw the project as a chance to rebrand itself as an organization that positively impacts people’s lives in ways that extend far beyond simply operating toll roads.

ROLE

The transition of the HCTRA to an all-electronic toll system involved a significant educational campaign led by Outreach Strategists. Starting with extensive research including multilingual focus groups and a landscape analysis of similar transitions, they gathered insights into driver behavior and best practices. They produced a video linking the project’s goals to HCTRA’s mission and values, and developed a comprehensive Communications Plan outlining press releases, media events, and community engagement. Additionally, they collaborated with HCTRA to introduce new branding standards, including an updated logo and the motto “HCTRA Connects.”

OUTCOMES

Insights obtained from Outreach Strategists’ research and analysis helped HCTRA design new tollway signage that clearly and effectively helps drivers adjust to the new driving conditions. HCTRA leaders have conducted multiple public presentations on the project using the materials we developed to help the public understand the changes and the values that are driving them forward.

These efforts have earned HCTRA leadership various awards and recognitions within their industry. The International Bridge, Tunnel and Turnpike Association (IBTTA) has invited HCTRA leaders to conduct multiple presentations on the project’s successes at conferences across the nation. Most importantly, the transition to all- electronic tolling has been conducted with no major disruptions and public safety has been enhanced.

Outreach Strategists is leading and implementing a community engagement initiative focused on diasporic communities and remittances (sending money to a person in another country).

Working with partners and contacts in the Los Angeles area, home to one of the largest and most diverse immigrant populations in the county, we have organized an ongoing series of roundtables, both in-person and digital, to discuss remittances and the digital wallet solution.

Facebook uses the consensus built from these roundtables to demonstrate support for their product.

VIDEO

Created and implemented the public outreach and canvassing campaign for the Federal Monitor appointed to oversee the largest product safety recall in US history

Outreach Strategists led public engagement for the largest auto safety recall in U.S. history. In major Texas markets, including Houston and Dallas, we successfully organized a coalition of more than 140 community leaders and groups, who shared critical, life-saving information about the recall with their constituents. With a focus on minority and low-income communities, our engagement efforts included a first-of-its-kind recall canvass operation, knocking on 135,000-plus doors to urge vehicle owners to take advantage of the free life-saving recall.