1. Presented By The Pulsar Team Pulsar Advertising and The Marketing Source December 2003 Virginia Department of Transportation Virginia State Police Virginia Department of Motor Vehicles Highway Safety Corridor Signage Research

2. 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

3. 3 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

4. 4 Location of Focus Groups Roanoke Alexandria VA Beach

5. 5 What is traffic like on these corridors? Truck traffic Speeding Congested all the time Danger spots: I-81 between Exits 132/145 Roanoke I-81 NOVA I-95/495/ 395/66 “Extremely challenging” Unpredictable Congested Danger spots: “Mixing Bowl” Hampton Roads I-64/264 Overly congested Aggressive driving “Melting pot” of drivers Danger spots: 1-64/I-264 intersection, tunnels

6. 6 What Are The Critical Issues? Roanoke NOVA Hampton Roads

7. 7 Highway Safety Corridor Concept  No awareness.  Initially thought it was a highway… where “testing” was occurring built to be safe with increase police enforcement with increased congestion/accidents

8. 8 Reaction to the Highway Safety Corridor Concept  Very positive  View it as partnership Highway Signs Enforcement

9. 9 “To work, you need signage and enforcement. A program without enforcement is worthless.” (Roanoke)

10. 10 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!

11. 11 Speed Checked By Aircraft Motorists may be desensitized to when there is no visible enforcement.

12. 12 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.

13. 13 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

14. 14 Shape of Sign Preferred

15. 15 Color of Sign Preferred

16. 16 Regional Differences “Safety Enforcement Zone” Roanoke I-81 NOVA I-95/495/ 395/66 “Crash Prone Zone” Hampton Roads I-64/264 “Traffic Enforcement Zone”

17. 17 Recommendations

18. 18 #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

19. 19 Recommended Primary Signage

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23. 23 Recommended Peripheral Signage

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27. Q&AQ&A Presented By The Pulsar Team Pulsar Advertising and The Marketing Source December 2003