Presented By The Pulsar Team

Pulsar Advertising and The Marketing Source

December 2003

Virginia Department of TransportationVirginia State Police Virginia Department of Motor Vehicles

Highway Safety Corridor Highway Safety Corridor Signage ResearchSignage Research

Objectives

Develop an information program that best conveys the Highway Safety Corridor Develop messages and signage Test Select the signs that:

Encourage motorists to drive more safely Alert motorists to increased fines in that corridor

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Methodology

Three Focus Groups 9-10 participants per group Qualitative Research Members are paid for their participation. Qualifications:

18-54 years of age Travel at least once a week on the corridor in

question

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Location of Focus Groups

Roanoke

Alexandria

VA Beach

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What is traffic like on these corridors?

• Truck traffic• Speeding• Congested all the time• Danger spots: I-81 between

Exits 132/145

RoanokeI-81

NOVAI-95/495/395/66

• “Extremely challenging”• Unpredictable• Congested• Danger spots: “Mixing Bowl”

HamptonRoads

I-64/264

• Overly congested• Aggressive driving• “Melting pot” of drivers• Danger spots: 1-64/I-264

intersection, tunnels

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What Are The Critical Issues?

Roanoke

NOVA

HamptonRoads

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Highway Safety Corridor Concept

No awareness. Initially thought it was a highway…

where “testing” was occurringbuilt to be safewith increase police enforcementwith increased congestion/accidents

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Reaction to the Highway Safety Corridor Concept

Very positive View it as partnership

Highway Signs

Enforcement

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“To work, you need signage and enforcement. A program without

enforcement is worthless.” (Roanoke)

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Enforcement Is Critical

“[The program] needs ‘teeth’ – a visible police presence.” (NOVA)

[It] will work if you have a presence of police.” (Hampton Roads)

Motorists want: A CONSISTENT, visible presence Marked cars

Double Fines attract attention!

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Speed Checked By Aircraft

Motorists may be desensitized to

when there is no visible enforcement.

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Signage

Signs that attract the most attention: variable message signs signs with reflectors, whirligigs, or flashing lights “different color” signs (i.e. red signage) “check your speed” signs rumble strips at corridor entry point signs with current travel speeds

Approximately 10 signs tested in each market.

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Critical Elements for the Name & Signage

Keep it simple Short words Large font Un-crowded format Easy to read

State the consequences Use the term “Zone” instead of “Corridor” Include graphics Have signs that indicate entrance into zone Have intermittent signs as reminders

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Shape of Sign

Preferred

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Color of Sign

Preferred

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Regional Differences

“Safety Enforcement Zone”Roanoke

I-81

NOVAI-95/495/395/66

“Crash Prone Zone”

HamptonRoads

I-64/264“Traffic Enforcement Zone”

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Recommendations

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#1 Install two types of signs:• Primary Signs• Peripheral Signs

 #2 Make Primary Signs “Zone Alert" • Indicates when drivers are entering the zone

 #3 Follow with variety of Peripheral Signs • Convey "Driving Behavior" messages• Tailor to address dangers and road/driving

challenges of the zone 

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Recommended Primary Signage

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Recommended Peripheral Signage

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Q&APresented By The Pulsar Team

Pulsar Advertising and The Marketing Source

December 2003