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
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