Pulsar Advertising Southeastern Institute of Research 1 VDOT Omnibus Study Wave I: December 2004...

Pulsar Advertising Southeastern Institute of Research 1

VDOT Omnibus StudyWave I: December 2004

Pulsar Advertising

G

January 6, 2005

Southeastern

Institute of Research


Objectives & Methodology


Objectives

• Understand citizens’ expectations and perceptions of VDOT on critical issues across all Divisions.

• Provide guidance for VDOT’s outreach communications program across all Divisions.

• Establish a benchmark for monitoring perceptions of VDOT across all Divisions.


Methodology• Telephone survey using SIR’s Virginia Pulse

Quarterly study• Interview included 5 questions written

specifically for VDOT and 7 standard demographic questions

• 1,200 random households in 4 geographic regions:– Northern Virginia (Virginia portion of Metro DC

market)– Central (Richmond/Petersburg)– Eastern (Norfolk/Virginia Beach/Hampton/Newport

News)– Western

(Roanoke/Lynchburg/Danville/Martinsville)• 300 interviews conducted in each region• Interviews conducted Dec. 13-30 (no holiday

interviewing)


Questions Customized for VDOT

Questions asked in all four regions:

• In the past year, have you come in contact with the Virginia Department of Transportation, or VDOT, in any of the following ways?

• How would you rate your satisfaction with your contact with VDOT in the past year?

• Which one of the following tasks do you most associate with VDOT?

• Which of the tasks I just mentioned do you think should be VDOT’s biggest priority?

• How well does VDOT perform on (BIGGEST TASK)?

Two additional questions asked in Western Virginia:

• Are you aware that motorists stopped and ticketed for speeding on a section of Interstate 81 near Roanoke, known as the Highway Safety Corridor, may have to pay significantly increased fines?

• If you have driven that part of I-81, how has your driving behavior been affected?


Key Findings & Implications


VDOT Is Ubiquitous: More than 9 of 10 Virginians Have Had

Contact with VDOT in the Past Year

8%

92%

0% 20% 40% 60% 80% 100%

No

Yes

Question: In the past year, have you come in contact with the Virginia Department of Transportation, or VDOT, in any of the following ways?


This High Level Of Contact With VDOT Is Consistent Across All Regions

8%

8%

7%

8%

92%

92%

93%

92%

0% 20% 40% 60% 80% 100%

Northern

Eastern

Central

WesternYes

No



Residents Interact with VDOT in a Variety of Ways, But Tend Not To Initiate

That Contact

2%

2%

3%

10%

11%

11%

11%

56%

62%

69%

69%

0% 20% 40% 60% 80% 100%

Sent a letter to VDOT

Attended VDOT public meeting

Sent email to VDOT

Visited a VDOT office

Called VDOT

Received mail from VDOT

Searched VDOT website

Visited Virginia Interstate rest area

Electronic message boards

VDOT road crews

Read or heard about VDOT in news


This pattern is fairly consistent across all regions of the state, with one exception. In Northern Virginia, 16% have searched

the VDOT website and 18% have received mail from VDOT.


Conclusion & Implication

Conclusion: VDOT “touches” almost all resident constituents frequently and in a variety of ways. This contact takes numerous forms. Contact that is not typically defined as “communications” – or at least not typically controlled by VDOT – (media, road crews, rest areas) are dramatically more visible and pervasive than VDOT’s own controlled communication channels (direct mail, website, etc.).

Implication: Recognize these non-traditional “communications” as opportunities to communicate with state residents. Take advantage of all “touch points” to communicate in ways that build and enhance the image and reputation of VDOT.

All VDOT employees who have contact with residents are contributors to VDOT’s imagery and reputation. Even those for whom contact is indirect – such as those who develop messages for electronic message boards and transport those boards or road crews – have potential to influence the perceptions of residents.


6 Out of 10 Residents Are Satisfied With Their Contact With VDOT

Don't know8%Very dissatisfied

4%

Somewhat dissatisfied

6%

Neither20%

Somewhat satisfied

36%

Very satisfied26%

Question: How would you rate your satisfaction with your contact with VDOT in the past year? Would you say you were … (Read answers)?

But, there is opportunity for VDOT to improve. 38% of residents cannot be classified as “satisfied.”


Greatest Opportunity to Improve VDOT’s Contact Satisfaction Rating

Is in Eastern Virginia

36%

32%

36%

39%

23%

21%

27%

32%

0% 20% 40% 60% 80% 100%

Northern

Eastern

Central

Western

Somewhat satisfied Very satisfied

71%

63%

53%

59%




Conclusion: State residents rate VDOT only moderately well in terms of their contact with VDOT. Residents of Eastern Virginia – Norfolk, Virginia Beach, Hampton and Newport News – are least satisfied.

Implication: Continue to work to improve communications and interaction with Virginia residents, focusing specifically on Eastern Virginia where the need to improve is greatest.


VDOT Is Associated with Road Maintenance Most Frequently

4%

1%

2%

3%

4%

7%

19%

59%

0% 20% 40% 60% 80% 100%

Don’t' know

Something else

Providing traffic & travel information

Plan for future transportation needs

Incident response

Traffic management

New road construction

Road maintenance

Question: Which one of the following tasks do you most associate with VDOT?


Residents of Eastern Virginia Have Different Expectations of VDOT Than The

Residents In Other Regions of The State

4%

8%

3%

2%

7%

9%

3%

8%

17%

26%

19%

13%

58%

45%

65%

66%

0% 20% 40% 60% 80% 100%

Northern

Eastern

Central

Western

Road maintenance


Traffic management

Incident response


Residents of Eastern Virginia are more likely to associate VDOT with new road construction than residents in the other regions. They are less likely to associate VDOT with road maintenance.

Only most frequent

mentions are shown.


Overall, Residents Believe VDOT’s First Priority Should Be Road Maintenance

4%

1%

1%

3%

8%

10%

21%

51%

0% 20% 40% 60% 80% 100%

Don’t' know


Something else

Incident response

Traffic management

Planning for future transportation needs


Road maintenance

Question: Which of the tasks I just mentioned do you think should be VDOT’s biggest priority?

Half of residents

believe road maintenance

should be VDOT’s biggest priority.


New Road Construction Is A Greater Priority For Residents in Eastern

Virginia

13%

7%

5%

6%

18%

7%

8%

8%

23%

31%

15%

17%

38%

43%

63%

58%

0% 20% 40% 60% 80% 100%

Northern

Eastern

Central

Western

Road maintenance


Planning for future needs

Traffic management

Question: Which of the tasks I just mentioned do you think should be VDOT’s biggest priority?

Priorities in Eastern and Northern Virginia differ from the Central and Western regions. These areas place less emphasis on road maintenance and more on construction. Northern Virginia also places more emphasis on planning and traffic management.


Overall, 5 Out of 10 Rate VDOT Favorably On Its Performance

On Its “Biggest Priority”

Excellent10%

Good41%

Fair32%

Poor14%

Don't know4%

Question: How well does VDOT perform on “biggest priority”? Would you say they are … (Read answers)?

Half rate VDOT

favorably

VDOT’s performance rating on “biggest priority” among residents who say any of the tasks are the biggest priority.


Over One-half Rate VDOT Favorably for Road Maintenance

Don't know1%Poor

10%

Fair30%

Good47%

Excellent11%


VDOT’s performance rating on “biggest priority” among residents who say “road maintenance” is the biggest priority.


About 4 of 10 Rate VDOT Favorably on New Road Construction

Don't know

2%

Poor

21%

Fair

33%

Good

34%

Excellent

10%


VDOT’s performance rating on “biggest priority” among residents who say “new road construction” is the biggest priority.


4 of 10 Rate VDOT as “Excellent” or “Good” in Terms of Traffic Management

Don't know3%

Poor23%

Fair33%

Good33%

Excellent8%


VDOT’s performance rating on “biggest priority” among residents who say “traffic management” is the biggest priority.


VDOT Receives Its Poorest Rating for Planning for the Future

Don't know12%

Poor17%

Fair42%

Good25%

Excellent4%


VDOT’s performance rating on “biggest priority” among residents who say “planning for future needs” is the biggest priority.


Satisfaction with VDOT Contact Does Not Vary by What Residents Believe VDOT’s

Biggest Priority Should Be

54%

56%

59%

59%

0% 20% 40% 60% 80% 100%

Traffic management

Planning for future needs


Road maintenance




Conclusion: Overall, state residents believe road maintenance should be VDOT’s biggest priority. However, views vary by region. Eastern Virginia, in particular, and Northern Virginia, secondarily, express different expectations than other areas in the state. In Eastern Virginia, new road construction is relatively more important to residents than in other areas. In Northern Virginia, new road construction and planning are relatively more important.

Implication: Develop messages that reflect the needs and expectations of residents. Overall, messages about road maintenance are important. To be most effective, however, messages should be tailored to individual markets. Messages to Eastern Virginia – where satisfaction with contact is lowest – should highlight new road construction rather than simply road maintenance. In Northern Virginia, talk about planning and new road construction.



Conclusion: Satisfaction with contact with VDOT does not vary by what residents believe VDOT’s top priority should be. However, VDOT’s performance is rated least favorably for planning for future transportation needs.

Implication: Take advantage of the opportunity communications provide by emphasizing VDOT’s planning successes and its expertise in this area. This opportunity is greatest in Northern Virginia where residents place greater emphasis on planning than residents in other regions in Virginia.


About Half in the Western Region Are Aware of the Highway Safety Corridor

1%

49%

50%

0% 20% 40% 60% 80% 100%

Don't know

No

Yes

Question: Are you aware that motorists stopped and ticketed for speeding on a section of Interstate 81 near Roanoke, known as the Highway Safety Corridor, may have to pay significantly increased fines?

Question asked only of

respondents in western region.


Over One-third of Those Aware of the Increased Fine Are Driving More Safely

2%

12%

15%

34%

37%

0% 20% 40% 60% 80% 100%

Don't know

Don't drive the Highway Safety Corridor

It has had no affect; continue to drive asalways have

It has had no affect, as have always driventhe posted speed limits

Drive safer and pay closer attention to theposted speed limits

Question: If you have driven that part of I-81, how has your driving behavior been affected? Would you say … (Read answers)?


respondents in western region

who were aware of increased

fine.


Two-thirds of Those Whose Driving Could Be Affected by the Program

Report that Their Driving Has Improved

4%

28%

68%

0% 20% 40% 60% 80% 100%

Don't know

It has had no affect;continue to drive as

always have

Drive safer and paycloser attention tothe posted speed

limits

Question: If you have driven that part of I-81, how has your driving behavior been affected? Would you say … (Read answers)?


respondents in western region

who were aware of increased

fine.

Proportions shown are based to audience members who potentially could change behavior for safer driving. Those who do not drive in Highway Safety Corridor or “have always driven within the speed limits” are excluded.



Conclusion: About one-half of residents in Western Virginia are aware of the Highway Safety Corridor, and one-third of these have improved their driving behavior. Among those who are aware of it, the Highway Safety Corridor program works!

Implication: VDOT can double the impact of this program by continuing to build awareness as 49% are still unaware. Continue the outreach communications campaign. Tell area residents about the Highway Safety Corridor – to continue to improve driving habits and to tell the good news about safety improvements and VDOT’s role in bringing about these improvements.


Additional Details


Type of Contact: Western Virginia

1%

2%

2%

10%

12%

8%

10%

58%

55%

71%

62%

0% 20% 40% 60% 80% 100%



Sent email to VDOT


Called VDOT





VDOT road crews




Type of Contact: Central Virginia

1%

3%

3%

8%

12%

10%

11%

59%

64%

73%

75%

0% 20% 40% 60% 80% 100%



Sent email to VDOT


Called VDOT





VDOT road crews




Type of Contact: Eastern Virginia

3%

2%

3%

9%

8%

8%

9%

55%

64%

64%

73%

0% 20% 40% 60% 80% 100%



Sent email to VDOT


Called VDOT





VDOT road crews




Type of Contact: Northern Virginia

2%

3%

5%

11%

10%

18%

16%

52%

66%

68%

69%

0% 20% 40% 60% 80% 100%



Sent email to VDOT


Called VDOT





VDOT road crews




Satisfaction with VDOT Contact: Western

Virginia Don't know

7%Very dissatisfied

3%Somewhat dissatisfied

4%

Neither20%

Somewhat satisfied35%

Very satisfied31%



Satisfaction with VDOT Contact: Central Virginia

Don't know

9%Very dissatisfied

4%


4%

Neither

20%

Somewhat satisfied

36%

Very satisfied

27%



Satisfaction with VDOT Contact: Eastern Virginia Don't know

9%Very dissatisfied6%


8%

Neither24%


Very satisfied21%



Satisfaction with VDOT Contact: Northern Virginia

Don't know7%

Very dissatisfied3%


8%

Neither23%


Very satisfied23%



Tasks Associated with VDOT: Western Virginia

5%

1%

2%

2%

2%

8%

13%

66%

0% 20% 40% 60% 80% 100%

Don’t' know

Something else



Incident response

Traffic management


Road maintenance



Tasks Associated with VDOT: Central Virginia

5%

2%

2%

2%

3%

3%

19%

65%

0% 20% 40% 60% 80% 100%

Don’t' know

Something else



Incident response

Traffic management


Road maintenance



Tasks Associated with VDOT: Eastern Virginia

4%

2%

2%

2%

8%

9%

26%

45%

0% 20% 40% 60% 80% 100%

Don’t' know

Something else



Incident response

Traffic management


Road maintenance



Tasks Associated with VDOT: Northern Virginia

4%

3%

6%

4%

7%

17%

58%

0%

0% 20% 40% 60% 80% 100%

Don’t' know

Something else



Incident response

Traffic management


Road maintenance


Pulsar Advertising Southeastern Institute of Research 1 VDOT Omnibus Study Wave I: December 2004...

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