Marketing Outside the Highway Safety Arena: A Case Study (Iowa's ERIS project) Reginald R. Souleyrette, Ph.D., Associate Professor, Iowa State University Joyce Emery, Ph.D., Co-Chair, Iowa Statewide Traffic Records Advisory Committee, Iowa DOT 2002 Traffic Records Forum, Session 1: Marketing DRAFT! All preliminary information opinion of the author’s ONLY!

Objectives Define/demonstrate ERIS History of development and sponsorship Original purpose Post-9/11 opportunity Current efforts, recommendations and discussion DRAFT! All preliminary information opinion of the author’s ONLY!

What is ERIS Emergency Response Information System GIS-based information on services Fire, EMS, Rescue Service boundaries Other useful information Crash data, socioeconomic/demographic Roads, rivers, political jurisdictions Assessment and planning tool 20 county pilot (those expecting major highway construction during next 5 years) DRAFT! All preliminary information opinion of the author’s ONLY!

Need for ERIS Approx. 1,118 emergency response departments (not including proprietary and industrial services) 47% offer fire, medical and rescue response 23% offer fire/rescue only 21% offer medical only 99% of emergency response provided by local agencies *Based on Fall 2001 data collected from statewide sampling of FSTB and Bureau of EMS mailing lists DRAFT! All preliminary information opinion of the author’s ONLY!

87% staffed by mainly volunteers 60% of these services have budgets < $30,000 75% of those departments serve areas with populations < 5,000 To date, there is incomplete knowledge of emergency response service areas and resource capacity for the entire state DRAFT! All preliminary information opinion of the author’s ONLY!

History of Development Began under IOWA SMS Conceived as solution to planning/communications problems One of 24 Iowa tools to increase crash survivability Oversight is with STRAC (subcommittee of SMS in Iowa) … needs to move Funding source: various state/federal (no 411 or 402) DRAFT! All preliminary information opinion of the author’s ONLY!

Early Years 1997: SMS (DOT) recognizes need for enhancement of local and regional emergency response system capacity for timely response to highway crashes. 1998: Avenue of the Saints study (four county pilot) guided by an SMS Emergency ResponseTask Force 1998 ERIS conceived, task force spawns a smaller ERIS Task Force DRAFT! All preliminary information opinion of the author’s ONLY!

Following on … : SMS (DOT), DPH, IDED expands ERIS to 20 counties. 2002: Completion of initial system. Iowa SMS objective accomplished. Future Homeland Security? DRAFT! All preliminary information opinion of the author’s ONLY!

Iowa DOT Office of Traffic and Safety Department of Public Health Dept. of Public Safety (GTSB, Iowa State Patrol) ISU Extension Local Law Enforcement Field data collection Contact information Attributes Service Area Boundaries Building Partnerships Database design Data entry GIS creation DRAFT! All preliminary information opinion of the author’s ONLY!

ERIS Contents: 20 County Pilot Service data General Contact Info Service Description Availability Communications Personnel/buildings Vehicle Info Equipment Info Response area maps DRAFT! All preliminary information opinion of the author’s ONLY!

ERIS Contents: Statewide Census Trauma care facilities Emergency management agencies Emergency response services contact info EMS level of certification (IDPH data) Hazardous material spill response areas State lands Roads, rivers, lakes, rails, etc DRAFT! All preliminary information opinion of the author’s ONLY!

Look and Feel CD and prototype web app Data entry via paper or e-form (web soon) ArcExplorer and shape files (also works with ArcView and many other GISs) Microsoft Access database DRAFT! All preliminary information opinion of the author’s ONLY!

Local Applications Strategic Planning tool Emergency route evaluation Response time optimization Incident command reorganization Equipment/vehicle placement Service sharing Boundary evaluation DRAFT! All preliminary information opinion of the author’s ONLY!

Statewide Applications Statewide system evaluation tool Disaster planning Information dissemination Statewide planning for placement of vehicles and equipment Transportation planning Research and assessment DRAFT! All preliminary information opinion of the author’s ONLY!

Funding SMS, 157, and half-percent funds were used for system design and data collection. 157, half-percent and some 411 funds were used GIS and database programming. DRAFT! All preliminary information opinion of the author’s ONLY!

About the funding sources SMS funds state funds allocated to SMS by Iowa DOT Planning Division. New money is requested and granted once a year, usually in May. SMS may take as long as it wishes to program and expend these funds. Therefore, there is a small funding pool available for immediate use, should the purpose be deemed critical by the SMS Coordination Committee. SMS tends to fund projects "falling between the cracks" and to fund pilot projects rather than implementation projects DRAFT! All preliminary information opinion of the author’s ONLY!

About the funding sources 157 seat belt $ reward funds allocated to Iowa DOT via FHWA provided early in each FFY. not restricted by NHTSA/GTSB policies and procedures once obligated, funds are good indefinitely no group oversight source of immediate funding for urgent projects good source for those projects that you just can't explain very well to someone outside the office! (typical for many data development projects) DRAFT! All preliminary information opinion of the author’s ONLY!

About the funding sources Half-percent (AKA Traffic Safety Improvement Funds) Iowa state fund earmarked for safety formal application process and application review board of statewide membership DOT Director and the Commission both must approve large time lag of about 11 months $500,000 max. from this fund is reserved for public information, training, and "studies“ projects that make good PR belong here funds remain good indefinitely DRAFT! All preliminary information opinion of the author’s ONLY!

About the funding sources 411 funds TEA 21 traffic records funds guided by a strategic plan written by STRAC, and by STRAC approval one year only very restrictive best to have alternative funding for projects DRAFT! All preliminary information opinion of the author’s ONLY!

Marketing Outside highway agencies … why? limited funding off central mission SMS is broader, but not enough Includes law enforcement, … DRAFT! All preliminary information opinion of the author’s ONLY!

Active Stakeholders Iowa DOT (Office of Traffic and Safety) Department of Public Health Department of Public Safety (GTSB, ISP, FSTB, Fire Marshal) ISU Extension to Communities Local Law Enforcement Counties, Municipalities Local Service Providers (EMS, Fire) DRAFT! All preliminary information opinion of the author’s ONLY!

Interest by others … Williams Pipeline Williams called state offices looking for fire service information and was told there is no state source The best there is, is the ERIS pilot program federal regulations require pipelines to have information on First Responders along the route Williams thought ERIS was ideal and wanted to support data gathering and do the GIS mapping Plan never materialized DRAFT! All preliminary information opinion of the author’s ONLY!

Interest by others … Iowa Rural Water Association: Rural Water companies need to enhance rural fire protection To do so they need the ERIS overlaid with their rural water system maps They would enhance the data related to water/fire connections Which rural water hydrants will fit the fire hose equipment and provide sufficient pressure? had plans to lobby the Legislature for funding to complete ERIS, but the state economy came into play DRAFT! All preliminary information opinion of the author’s ONLY!

Other Potential Stakeholders Iowa Department of Natural Resources Emergency management agent Counties with EMS coordinators DPH: Six public health specialists (15 counties) – new counter bio-terrorism mission Emergency Management Division Senator Harkin’s Office and the Ag Bill – USDA??? DRAFT! All preliminary information opinion of the author’s ONLY!

Sustainability Issues Development Pilot $ easiest Full system development more difficult Maintenance most challenging Ownership/champion(s)/institutional home No mechanism for interdisciplinary, interagency sponsorship Barriers Turf, lobby, local driven, volunteer services, low budgets, no state regulatory agency for fire/rescue, lack of mandate or legislation DRAFT! All preliminary information opinion of the author’s ONLY!

Recommendations Build it, they will come Start small – show examples Assemble personally motivated team Seek sponsorship from agency with synergistic mission DRAFT! All preliminary information opinion of the author’s ONLY!

For more information contact: Reg Souleyrette, ISU Center for Transportation Research and Education Joyce Emery, Office of Traffic and Safety, Iowa DOT, , Kevin Triggs, ISU Center for Transportation Research and Education DRAFT! All preliminary information opinion of the author’s ONLY!