Pulsar Advertising Southeastern Institute of Research 1 VDOT Omnibus Study Wave I: December 2004 Pulsar Advertising G January 6, 2005 Southeastern Institute of Research

Pulsar Advertising Southeastern Institute of Research 2 Objectives & Methodology

Pulsar Advertising Southeastern Institute of Research 3 Objectives Understand citizens’ expectations and perceptions of VDOT on critical issues across all Divisions. Provide guidance for VDOT’s outreach communications program across all Divisions. Establish a benchmark for monitoring perceptions of VDOT across all Divisions.

Pulsar Advertising Southeastern Institute of Research 4 Methodology Telephone survey using SIR’s Virginia Pulse Quarterly study Interview included 5 questions written specifically for VDOT and 7 standard demographic questions 1,200 random households in 4 geographic regions: –Northern Virginia (Virginia portion of Metro DC market) –Central (Richmond/Petersburg) –Eastern (Norfolk/Virginia Beach/Hampton/Newport News) –Western (Roanoke/Lynchburg/Danville/Martinsville) 300 interviews conducted in each region Interviews conducted Dec (no holiday interviewing)

Pulsar Advertising Southeastern Institute of Research 5 Questions Customized for VDOT Questions asked in all four regions: In the past year, have you come in contact with the Virginia Department of Transportation, or VDOT, in any of the following ways? How would you rate your satisfaction with your contact with VDOT in the past year? Which one of the following tasks do you most associate with VDOT? Which of the tasks I just mentioned do you think should be VDOT’s biggest priority? How well does VDOT perform on (BIGGEST TASK)? Two additional questions asked in Western Virginia: Are you aware that motorists stopped and ticketed for speeding on a section of Interstate 81 near Roanoke, known as the Highway Safety Corridor, may have to pay significantly increased fines? If you have driven that part of I-81, how has your driving behavior been affected?

Pulsar Advertising Southeastern Institute of Research 6 Key Findings & Implications

Pulsar Advertising Southeastern Institute of Research 7 VDOT Is Ubiquitous: More than 9 of 10 Virginians Have Had Contact with VDOT in the Past Year Question: In the past year, have you come in contact with the Virginia Department of Transportation, or VDOT, in any of the following ways?

Pulsar Advertising Southeastern Institute of Research 8 This High Level Of Contact With VDOT Is Consistent Across All Regions Question: In the past year, have you come in contact with the Virginia Department of Transportation, or VDOT, in any of the following ways?

Pulsar Advertising Southeastern Institute of Research 9 Residents Interact with VDOT in a Variety of Ways, But Tend Not To Initiate That Contact Question: In the past year, have you come in contact with the Virginia Department of Transportation, or VDOT, in any of the following ways? This pattern is fairly consistent across all regions of the state, with one exception. In Northern Virginia, 16% have searched the VDOT website and 18% have received mail from VDOT.

Pulsar Advertising Southeastern Institute of Research 10 Conclusion & Implication Conclusion: VDOT “touches” almost all resident constituents frequently and in a variety of ways. This contact takes numerous forms. Contact that is not typically defined as “communications” – or at least not typically controlled by VDOT – (media, road crews, rest areas) are dramatically more visible and pervasive than VDOT’s own controlled communication channels (direct mail, website, etc.). Implication: Recognize these non-traditional “communications” as opportunities to communicate with state residents. Take advantage of all “touch points” to communicate in ways that build and enhance the image and reputation of VDOT. All VDOT employees who have contact with residents are contributors to VDOT’s imagery and reputation. Even those for whom contact is indirect – such as those who develop messages for electronic message boards and transport those boards or road crews – have potential to influence the perceptions of residents.

Pulsar Advertising Southeastern Institute of Research 11 6 Out of 10 Residents Are Satisfied With Their Contact With VDOT Question: How would you rate your satisfaction with your contact with VDOT in the past year? Would you say you were … (Read answers)? But, there is opportunity for VDOT to improve. 38% of residents cannot be classified as “satisfied.”

Pulsar Advertising Southeastern Institute of Research 12 Greatest Opportunity to Improve VDOT’s Contact Satisfaction Rating Is in Eastern Virginia 71% 63% 53% 59% Question: How would you rate your satisfaction with your contact with VDOT in the past year? Would you say you were … (Read answers)?

Pulsar Advertising Southeastern Institute of Research 13 Conclusion & Implication Conclusion: State residents rate VDOT only moderately well in terms of their contact with VDOT. Residents of Eastern Virginia – Norfolk, Virginia Beach, Hampton and Newport News – are least satisfied. Implication: Continue to work to improve communications and interaction with Virginia residents, focusing specifically on Eastern Virginia where the need to improve is greatest.

Pulsar Advertising Southeastern Institute of Research 14 VDOT Is Associated with Road Maintenance Most Frequently Question: Which one of the following tasks do you most associate with VDOT?

Pulsar Advertising Southeastern Institute of Research 15 Residents of Eastern Virginia Have Different Expectations of VDOT Than The Residents In Other Regions of The State Question: In the past year, have you come in contact with the Virginia Department of Transportation, or VDOT, in any of the following ways? Residents of Eastern Virginia are more likely to associate VDOT with new road construction than residents in the other regions. They are less likely to associate VDOT with road maintenance. Only most frequent mentions are shown.

Pulsar Advertising Southeastern Institute of Research 16 Overall, Residents Believe VDOT’s First Priority Should Be Road Maintenance Question: Which of the tasks I just mentioned do you think should be VDOT’s biggest priority? Half of residents believe road maintenance should be VDOT’s biggest priority.

Pulsar Advertising Southeastern Institute of Research 17 New Road Construction Is A Greater Priority For Residents in Eastern Virginia Question: Which of the tasks I just mentioned do you think should be VDOT’s biggest priority? Priorities in Eastern and Northern Virginia differ from the Central and Western regions. These areas place less emphasis on road maintenance and more on construction. Northern Virginia also places more emphasis on planning and traffic management.

Pulsar Advertising Southeastern Institute of Research 18 Overall, 5 Out of 10 Rate VDOT Favorably On Its Performance On Its “Biggest Priority” Question: How well does VDOT perform on “biggest priority”? Would you say they are … (Read answers)? Half rate VDOT favorably VDOT ’ s performance rating on “ biggest priority ” among residents who say any of the tasks are the biggest priority.

Pulsar Advertising Southeastern Institute of Research 19 Over One-half Rate VDOT Favorably for Road Maintenance Question: How well does VDOT perform on “biggest priority”? Would you say they are … (Read answers)? VDOT ’ s performance rating on “ biggest priority ” among residents who say “ road maintenance ” is the biggest priority.

Pulsar Advertising Southeastern Institute of Research 20 About 4 of 10 Rate VDOT Favorably on New Road Construction Question: How well does VDOT perform on “biggest priority”? Would you say they are … (Read answers)? VDOT ’ s performance rating on “ biggest priority ” among residents who say “ new road construction ” is the biggest priority.

Pulsar Advertising Southeastern Institute of Research 21 4 of 10 Rate VDOT as “Excellent” or “Good” in Terms of Traffic Management Question: How well does VDOT perform on “biggest priority”? Would you say they are … (Read answers)? VDOT ’ s performance rating on “ biggest priority ” among residents who say “ traffic management ” is the biggest priority.

Pulsar Advertising Southeastern Institute of Research 22 VDOT Receives Its Poorest Rating for Planning for the Future Question: How well does VDOT perform on “biggest priority”? Would you say they are … (Read answers)? VDOT ’ s performance rating on “ biggest priority ” among residents who say “ planning for future needs ” is the biggest priority.

Pulsar Advertising Southeastern Institute of Research 23 Satisfaction with VDOT Contact Does Not Vary by What Residents Believe VDOT’s Biggest Priority Should Be Question: How would you rate your satisfaction with your contact with VDOT in the past year? Would you say you were … (Read answers)?

Pulsar Advertising Southeastern Institute of Research 24 Conclusion & Implication Conclusion: Overall, state residents believe road maintenance should be VDOT’s biggest priority. However, views vary by region. Eastern Virginia, in particular, and Northern Virginia, secondarily, express different expectations than other areas in the state. In Eastern Virginia, new road construction is relatively more important to residents than in other areas. In Northern Virginia, new road construction and planning are relatively more important. Implication: Develop messages that reflect the needs and expectations of residents. Overall, messages about road maintenance are important. To be most effective, however, messages should be tailored to individual markets. Messages to Eastern Virginia – where satisfaction with contact is lowest – should highlight new road construction rather than simply road maintenance. In Northern Virginia, talk about planning and new road construction.

Pulsar Advertising Southeastern Institute of Research 25 Conclusion & Implication Conclusion: Satisfaction with contact with VDOT does not vary by what residents believe VDOT’s top priority should be. However, VDOT’s performance is rated least favorably for planning for future transportation needs. Implication: Take advantage of the opportunity communications provide by emphasizing VDOT’s planning successes and its expertise in this area. This opportunity is greatest in Northern Virginia where residents place greater emphasis on planning than residents in other regions in Virginia.

Pulsar Advertising Southeastern Institute of Research 26 About Half in the Western Region Are Aware of the Highway Safety Corridor Question: Are you aware that motorists stopped and ticketed for speeding on a section of Interstate 81 near Roanoke, known as the Highway Safety Corridor, may have to pay significantly increased fines? Question asked only of respondents in western region.

Pulsar Advertising Southeastern Institute of Research 27 Over One-third of Those Aware of the Increased Fine Are Driving More Safely Question: If you have driven that part of I-81, how has your driving behavior been affected? Would you say … (Read answers)? Question asked only of respondents in western region who were aware of increased fine.

Pulsar Advertising Southeastern Institute of Research 28 Two-thirds of Those Whose Driving Could Be Affected by the Program Report that Their Driving Has Improved Question: If you have driven that part of I-81, how has your driving behavior been affected? Would you say … (Read answers)? Question asked only of respondents in western region who were aware of increased fine. Proportions shown are based to audience members who potentially could change behavior for safer driving. Those who do not drive in Highway Safety Corridor or “have always driven within the speed limits” are excluded.

Pulsar Advertising Southeastern Institute of Research 29 Conclusion & Implication Conclusion: About one-half of residents in Western Virginia are aware of the Highway Safety Corridor, and one-third of these have improved their driving behavior. Among those who are aware of it, the Highway Safety Corridor program works! Implication: VDOT can double the impact of this program by continuing to build awareness as 49% are still unaware. Continue the outreach communications campaign. Tell area residents about the Highway Safety Corridor – to continue to improve driving habits and to tell the good news about safety improvements and VDOT’s role in bringing about these improvements.

Pulsar Advertising Southeastern Institute of Research 30 Additional Details

Pulsar Advertising Southeastern Institute of Research 31 Type of Contact: Western Virginia Question: In the past year, have you come in contact with the Virginia Department of Transportation, or VDOT, in any of the following ways?

Pulsar Advertising Southeastern Institute of Research 32 Type of Contact: Central Virginia Question: In the past year, have you come in contact with the Virginia Department of Transportation, or VDOT, in any of the following ways?

Pulsar Advertising Southeastern Institute of Research 33 Type of Contact: Eastern Virginia Question: In the past year, have you come in contact with the Virginia Department of Transportation, or VDOT, in any of the following ways?

Pulsar Advertising Southeastern Institute of Research 34 Type of Contact: Northern Virginia Question: In the past year, have you come in contact with the Virginia Department of Transportation, or VDOT, in any of the following ways?

Pulsar Advertising Southeastern Institute of Research 35 Satisfaction with VDOT Contact: Western Virginia Question: How would you rate your satisfaction with your contact with VDOT in the past year? Would you say you were … (Read answers)?

Pulsar Advertising Southeastern Institute of Research 36 Satisfaction with VDOT Contact: Central Virginia Question: How would you rate your satisfaction with your contact with VDOT in the past year? Would you say you were … (Read answers)?

Pulsar Advertising Southeastern Institute of Research 37 Satisfaction with VDOT Contact: Eastern Virginia Question: How would you rate your satisfaction with your contact with VDOT in the past year? Would you say you were … (Read answers)?

Pulsar Advertising Southeastern Institute of Research 38 Satisfaction with VDOT Contact: Northern Virginia Question: How would you rate your satisfaction with your contact with VDOT in the past year? Would you say you were … (Read answers)?

Pulsar Advertising Southeastern Institute of Research 39 Tasks Associated with VDOT: Western Virginia Question: Which one of the following tasks do you most associate with VDOT?

Pulsar Advertising Southeastern Institute of Research 40 Tasks Associated with VDOT: Central Virginia Question: Which one of the following tasks do you most associate with VDOT?

Pulsar Advertising Southeastern Institute of Research 41 Tasks Associated with VDOT: Eastern Virginia Question: Which one of the following tasks do you most associate with VDOT?

Pulsar Advertising Southeastern Institute of Research 42 Tasks Associated with VDOT: Northern Virginia Question: Which one of the following tasks do you most associate with VDOT?