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Caltrans I -5 Boat Section Project Inspiring Public Cooperation on a Tight Budget American Association of State Highway Transportation Officials Jody Jones,

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Presentation on theme: "Caltrans I -5 Boat Section Project Inspiring Public Cooperation on a Tight Budget American Association of State Highway Transportation Officials Jody Jones,"— Presentation transcript:

1 Caltrans I -5 Boat Section Project Inspiring Public Cooperation on a Tight Budget American Association of State Highway Transportation Officials Jody Jones, District 3 Director, California Department of Transportation

2 "Boat Section Background: Originally built in ‘60s and ‘70s Called the Boat Section due to: o Construction: 10’ thick concrete slab below adjacent Sacramento River water level, pins drilled 80’ deep o History of flooding Drain system became clogged Required constant monitoring and repairs during rains Caltrans I -5 Boat Section Project Public Outreach and Advertising Campaign

3 Project Objective: To replace ¾-mile roadbed section of I-5 and install new monitoring wells and drainage system. One of the busiest sections of CA freeway Carries 190,000 vehicles a day Primary access to California’s Capitol Major thruway for freight.

4 Caltrans I -5 Boat Section Project Public Outreach and Advertising Campaign Project Challenges: Minimize traffic disruption: o Original plan would have spanned 5 years o Caltrans engineers revised plan to 1 year with partial lane closures on nights and weekends o Address work site safety issues for public, workers and emergency response needs

5 Caltrans I -5 Boat Section Project Public Outreach and Advertising Campaign Project Strategies: Contractor C.C. Myers, Inc. proposed a faster, innovative approach which Caltrans approved: Full closures in alternating N/S directions Use emergency-style around-the-clock work schedule over 7 weeks Use new rapid-setting slag-based concrete Partner with Caltrans in outreach effort.

6 Campaign Objectives: 1.Create a strong brand personality 2.Create close to 100% awareness that a one-mile section of Interstate 5 (I-5) would be closed 3.Enlist drivers’ help to reduce traffic by: Using public transportation Carpooling Changing their travel times Using alternate routes Limiting trips. Caltrans I -5 Boat Section Project Public Outreach and Advertising Campaign

7 Branding Included: Name that quickly communicated a positive goal of the project: Fix I -5 websitewww.fixI-5.com Visuals that identified the area Logo using the orange cone to identify Caltrans and be a safety reminder Positive call to action as the slogan: Keeping Sacramento’s Gateway Open Caltrans I -5 Boat Section Project Public Outreach and Advertising Campaign

8 Target Audiences: –Residents and commuters –Out of town travelers and truckers –Businesses in downtown, Old Sacramento, West Sacramento and the Riverfront Park district –Cities and public officials –Transportation Management Associations –News media Caltrans I -5 Boat Section Project Public Outreach and Advertising Campaign

9 Tactics Included: –4 media events –Website as the primary source of communication and information –Outreach via public presentations –Paid Media –Partnerships –Direct Mail –Collateral: banners, posters and flyers –Daily media relations, press releases and project updates –Daily blasts during closures. Caltrans I -5 Boat Section Project Public Outreach and Advertising Campaign

10 Website Included: Project Maps and Detours Live Traffic Cameras Alerts What’s Happening: o Schedules and maps Commute Alternatives: o Bus, light rail, carpooling, Park and Ride Detour Maps Boat Section History Website : Fix I -5.com

11 Website Included: FAQs Contact Us News Room Sacramento Is Open for Business “Freeway Frenzy” game Links to: o Caltrans o Sacramento o Slow for the Cone Zone campaign o California Trucking Assoc. site o Sac. Regional Transit. Website : Fix I -5.com

12 Television: Sponsored reports on top-rated news station in the region (KCRA) and Univision for Latino audiences Radio: Sponsored traffic reports on 33 stations including Spanish radio Print ads: The Sacramento Bee, Caltrux Magazine (to reach truckers) and the Capitol Weekly. Bus side ads: King-size ads on Sacramento Regional Transit Web-based media: Streaming commercials and web banners Media Buy

13 Partners included: City of Sacramento Downtown Sacramento Partnership Old Sacramento Merchants Assoc. California Trucking Association Sacramento Regional Transit Sacramento Commuter Club SACOG/Sacramento Region 511 Traffic Reporters Sacramento River Cats Sacramento Airport Regional Transportation Management Assoc.’s Truck Stops. Public-Private Partnerships

14 Website Launch Announcement February 29, 2008

15 Project Announcement Press Conference – March 17, 2008 Announced Expedited Project Plan Speakers Included: Caltrans Director Will Kempton Mayor Heather Fargo Caltrans District 3 Director Jody Jones Contractor C. C. Myers Press Coverage: KCRA Channel 3 - NBC News 10 - ABC KTXL - Fox 40 KOVR TV – CBS CW31 – KMAX KVIE – PBS Sacramento Bee Sacramento Business Journal San Jose Mercury News KFBK News Radio Capitol Public Radio(NPR) Will Kempton, director California Department of Transportation

16 Pre-Project Public Outreach: March - April Flyer Direct Mail: Mailed to 125,000+ recipients Public Open Houses: Downtown South Sacramento Natomas 250+ people attended Direct Public Presentations: More that 60 presentations to neighborhood associations, State agencies, business associations, major carriers and civic groups

17 Truck Driver Outreach Each big rig truck takes the place of 4 cars: Outreach included: Ads in CalTrux Magazine Article in CalTrux Magazine Flyers and Fact Sheets: o Hand-delivered to all truck stops in a 30-mile radius. o Mailed to another 59 truck stops from LA to Oregon. Why so important? Each big rig truck takes the place of 4 cars

18 Governor’s Executive Order Press Conference – May 16, 2008 Speakers and Partners: Director Kempton Cal EPA U.C. Davis Chevron Key Messages: Encouraged transit options Announced research project to study traffic effects Press Coverage: All local news radio & TV Sacramento Bee, Sacramento Business Journal Will Kempton, director California Department of Transportation Announced Governor’s Order Encouraging Transit Options

19 Media Relations During the Project Caltrans spokesperson Mark Dinger, made himself available to the media from 4:30am to 11pm, 6+ days a week. Caltrans staff issued: o More than 20 news releases o Media updates before every new closure and during each day of a closure

20 Media Relations During the Project 6 interviews on Community Affairs programs including KFBK, KXJZ, Y92 4 Press Conferences at key completions Daily communication meetings with C.C. Myers’ Media Consultant, Beth Ruyak, to clarify messages and come up with story ideas. Clint Myers, CEO – C.C. Myers Inc.; with Will Kempton, director - Caltrans Beth Ruyak – C.C. Myers Inc. consulting with Caltrans engineer

21 Documentary Project KVIE – PBS Historical value Advance planning Safety requirements Extended shoot schedule End result Special Access for Local PBS Documentary Project

22 Freeway Re-Opening Press Conference – July 28, 2008 Speakers Included: Director Kempton Contractor C. C. Myers Project Engineers Press Coverage: KCRA Channel 3 News 10 Fox 40 Univision Sacramento Bee KFBK radio KXJZ radio Announced: All lanes re-opened

23 RESULTS How successful was the campaign?

24 News Coverage Newspapers Articles: Sacramento Bee: More than 56 stories Articles appeared prior to the project start, before each closure, at the completion of stages and each day during closures. Nearly all stories ran on front page or Metro page 1. The campaign made the front page on 3 out of 4 sections of the Bee on Mon. 6/16/08 Sacramento Business Journal: 4 stories, 2 front page Capitol Weekly San Jose Mercury News Modesto Bee Woodland Daily Democrat Sacramento Union (online)

25 Magazine Stories: Concrete Products Magazine (cover story) AGC Constructor (cover story) State of California Supervisors Association Magazine News Coverage

26 Editorial Support: News Coverage

27 Radio: KFBK (16 recorded stories, with multiple airings and 50 different readers) KGBY KSTE V101 KXJX KUOP KKTO And many more TV: KCRA KQCA 58 News 10 Fox 40 Univision KMAX 31 CBS 13 News Coverage

28 Online: More than 120 online news stories and blogger reports were posted on: Sacramento Bee Sacramento Business Journal Sacramento Union San Francisco Chronicle San Jose Mercury News KCRA Channel 3 Capitol Public Radio CBS 13/CW31 News10.net Fox 40 My58.com CBS 5 (Bay Area) News Coverage

29 Paid Media Delivered: General Audiences: million gross media impressions Hispanic Audiences: 33 million gross media impressions Messages on the only area media in Hmong, Russian and Lao languages. RESULTS

30 Partnership Value: Partnership contributions, including donated media value, totaled $918, That included more than 7,500 embedded messages by traffic reporters who referred listeners to the FixI-5 website during traffic reports. This increased the effectiveness of the paid media budget by nearly 800 percent. RESULTS

31 Driver Participation on Fix I -5.com: More than 1.7 million website visits in 5 months More than 6,000 drivers signed up for daily Fix I-5 blasts More than 3,500 s to the project in-box from drivers with questions and comments about the project RESULTS

32 Driver Feedback A Sacramento Business Journal survey of readers asked: “How bad was the first round of closures on I -5 in downtown Sacramento?” Awful, it added a ton of time to my daily commute 2% Bad, but it could have been much worse14% A mere inconvenience, especially after learning alternate routes51% I-5 was closed, when?33%

33 Most Importantly: Thanks to cooperation and support of the public and the media, a traffic catastrophe was avoided. May 30 th, as C.C. Myers’ crews were preparing to close down the first section of I-5, the chief engineer reported only a half dozen cars in a several minute period. His response: “You DID it. Everyone knows!” RESULTS

34 In many cases, traffic was lighter than normal during the project: Overheard by an employee at the Energy Commission discussing how much lighter the traffic was than normal: “I wish they’d fix I -5 more often!” RESULTS

35 Thanks to the hard work by Caltrans, C.C. Myers, Inc., suppliers, subcontractors, our partners and the cooperation of the public, the Interstate was re-opened to traffic in both directions in just 37 work days – despite delays due to unexpectedly thick concrete demolition, smoky air and extremely high heat. Fix I -5: DONE! RESULTS

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