Highway Safety Corridor Signage Research

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

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. Methodology • Three Focus Groups • 9-10 participants per group • Qualitative Research • Members are paid for their participation. • Qualifications: • 18-54 years of age • Travelat least once a week on the corridor in question

4. Alexandria VA Beach Roanoke Location of Focus Groups

5. 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 What is traffic like on these corridors?

6. Roanoke Speed NOVA Aggressive Driving Hampton Roads Aggressive Driving & Speeding What Are The Critical Issues?

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. Highway Signs VDOT State Police Enforcement Reaction to the Highway Safety Corridor Concept • Very positive • View it as partnership

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

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

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. 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. Preferred Shape of Sign

15. Preferred Color of Sign

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

17. Recommendations

18. #1Install 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. Recommended Primary Signage

23. Recommended Peripheral Signage

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