1. Pulsar Advertising Southeastern Institute of Research 1 VDOT Omnibus Study Wave III June 12, 2006 Southeastern Institute of Research Pulsar Advertising

2. Pulsar Advertising Southeastern Institute of Research 2 Objectives & Methodology

3. Pulsar Advertising Southeastern Institute of Research 3 Objectives Understand citizens’ expectations and perceptions of VDOT on critical issues across all Districts Provide guidance for VDOT’s outreach communications program across all Districts Track and monitor perceptions of VDOT across all Districts

4. Pulsar Advertising Southeastern Institute of Research 4 Methodology Random telephone survey conducted across Virginia Designed to track key measures of contact, familiarity, satisfaction, and trust of VDOT –Survey includes “diagnostic” questions to understand the nature of the contact –Areas of special interest also addressed: e.g., 511, Highway Safety Corridors Interviews conducted with 1,200 residents of the Commonwealth 300 interviews conducted in each of 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) Interviews were conducted April 24 – May 4, 2006

5. Pulsar Advertising Southeastern Institute of Research 5 Methodology The first wave of the VDOT Omnibus Study was reported in January 2005 and the second wave was reported in October 2005 The questionnaire was fundamentally redesigned after the first wave. In order to track changes over time, comparisons are made across waves as appropriate

6. Pulsar Advertising Southeastern Institute of Research 6 Methodology The process by which communication works can be diagrammed as: Awareness (Contact with VDOT) Familiarity Favorability (Satisfaction) Trust The process begins by growing awareness of VDOT. Then, it builds understanding (familiarity) and a positive perception (satisfaction) – which leads to trust.

7. Pulsar Advertising Southeastern Institute of Research 7 Detailed Findings Outline of Presentation –Contact with VDOT –Familiarity with VDOT –Overall Satisfaction –Trust in VDOT –Satisfaction with Specific Attributes and Responsibilities –Areas of Special Interest Opinion Leaders Information about Construction Virginia 511 Highway Safety Corridors

8. Pulsar Advertising Southeastern Institute of Research 8 Contact with VDOT

9. Pulsar Advertising Southeastern Institute of Research 9 Awareness (Contact) With VDOT Awareness (Contact with VDOT) Familiarity Favorability (Satisfaction) Trust The process begins by growing awareness of VDOT. Then, it builds understanding (familiarity) and a positive perception (satisfaction) – which leads to trust.

10. Pulsar Advertising Southeastern Institute of Research 10 As in Previous Waves, Many Virginians Have Contact with VDOT Question: In which of the following ways have you come into contact with VDOT during the past year?

11. Pulsar Advertising Southeastern Institute of Research 11 Contact with VDOT Reaches Across All Regions Question: In which of the following ways have you come into contact with VDOT during the past year? About 9 of 10 residents have had some form of contact with VDOT over the past year – regardless of the region in which they live.

12. Pulsar Advertising Southeastern Institute of Research 12 Residents Interact with VDOT in a Variety of Ways – But, They Tend To Be “Recipients” of the Interaction Rather than Initiators Question: In which of the following ways have you come into contact with VDOT during the past year? No statistically significant changes are posted in comparison to Wave II. Nevertheless, searching the VDOT website is still about double what it was in Wave I (11%). About 1 out of 10 have had contact with VDOT through 511 or the Highway Helpline.

13. Pulsar Advertising Southeastern Institute of Research 13 The Pattern of Contact with VDOT Is Fairly Consistent Across the State, with a Few Exceptions: Western Virginians are significantly less likely than others to have read or heard about VDOT in the news and to have encountered electronic message boards on Virginia highways. Northern Virginians are significantly more likely to search the VDOT website and to have received mail from VDOT. Northern Virginians are significantly less likely to have called 511 Virginia or Highway Helpline. Eastern Virginians are less likely to have called or visited a VDOT office. These patterns were also found in the previous wave.

14. Pulsar Advertising Southeastern Institute of Research 14 Half of Virginians Have Had “Personal Contact” with VDOT “Personal contact” is defined as those who have called or visited a VDOT office, called 511 Virginia or the Highway Helpline, searched the VDOT website, attended a VDOT-run public meeting, received mail from VDOT, or sent a letter or email to VDOT. Question: In which of the following ways have you come into contact with VDOT during the past year?

15. Pulsar Advertising Southeastern Institute of Research 15 Northern Virginians Are More Likely to Have “Personal Contact” with VDOT, and Eastern Virginians Are Less Likely “Personal contact” is defined as those who have called or visited a VDOT office, called 511 or the Highway Helpline, searched the VDOT website, attended a VDOT-run public meeting, received mail from VDOT, or sent a letter or email to VDOT. Question: In which of the following ways have you come into contact with VDOT during the past year?

16. Pulsar Advertising Southeastern Institute of Research 16 Of Those Who Had Personal Contact, 4 in 10 Were Due to a Negative Issue Question: You indicated that you have had contact with VDOT during the past year. Which of the following best describes the nature of that contact? 40% contacted VDOT for a negative issue 39% contacted VDOT for a neutral issue Only 4% contacted VDOT for a positive issue It is unknown whether these points of contact were positive or negative in nature.

17. Pulsar Advertising Southeastern Institute of Research 17 Over Half, However, Said that the Tone of the Interaction Was Positive Question: Still thinking about this specific interaction with VDOT, how would you characterize the nature of the tone of that interaction? 58%

18. Pulsar Advertising Southeastern Institute of Research 18 And, Two-thirds Said that the Knowledge of VDOT Employees Was Sufficient Question: During your interaction with VDOT, how would you characterize the knowledge and ability of the VDOT employees with whom you spoke to find an answer to your inquiry? NOTE: Question asked of those who contacted VDOT with a complaint, problem, question, or request. 63%

19. Pulsar Advertising Southeastern Institute of Research 19 Many, However, Were Not Satisfied with the Way Their Problem Was Handled by VDOT Question: You mentioned that you voiced a complaint or reported a problem to VDOT. How satisfied are you with the way that complaint or problem was handled by VDOT? NOTE: Question asked of those who contacted VDOT with a problem or complaint. 43% were not satisfied

20. Pulsar Advertising Southeastern Institute of Research 20 Conclusion & Implication Conclusion: Contact with VDOT remains stable from previous waves, with nearly all—across all regions—having some type of contact. But, type of contact varies. About half have had some type of “personal” contact with VDOT. Of those with personal contact, 4 in 10 said that it was because of a complaint or problem. Two-thirds, however, said that the tone was positive and that the knowledge of the staff was sufficient. Many, however, were not satisfied with how their problem was handled. Implication: VDOT’s strong presence across the state continues to offer both opportunity and responsibility for VDOT communications. Take advantage of this contact by “managing” the tone and outcome of the interaction – and, consequently, the perception of VDOT. Ensure that all VDOT employees that interact with the public are trained and knowledgeable about how to handle “problems” so that these negatives can be turned into positives.

21. Pulsar Advertising Southeastern Institute of Research 21 Familiarity with VDOT

22. Pulsar Advertising Southeastern Institute of Research 22 Familiarity With VDOT Awareness (Contact with VDOT) Familiarity Favorability (Satisfaction) Trust The process begins by growing awareness of VDOT. Then, it builds understanding (familiarity) and a positive perception (satisfaction) – which leads to trust.

23. Pulsar Advertising Southeastern Institute of Research 23 Half of Virginians Are Familiar with VDOT Question: Overall, how familiar would you say you are with VDOT and the work it does? About half (48%) say that they are familiar with VDOT. 20% are not familiar with VDOT and its work. A third, 32%, rate their familiarity with VDOT at midway between “1” (“Not very familiar”) and “5” (“Very familiar”).

24. Pulsar Advertising Southeastern Institute of Research 24 Familiarity with VDOT has not Changed Since the Previous Wave Question: Overall, how familiar would you say you are with VDOT and the work it does? NOTE: This question was not asked in Wave I.

25. Pulsar Advertising Southeastern Institute of Research 25 Unlike the Last Wave, There Are No Significant Differences in Familiarity Across Regions 49% 48% 51% 45% Question: Overall, how familiar would you say you are with VDOT and the work it does? In the previous wave, those in Western Virginia were the most familiar with VDOT and those in Northern Virginia were the least.

26. Pulsar Advertising Southeastern Institute of Research 26 Familiarity Has Remained Fairly Constant in All Regions Since the Previous Wave of Research – Northern Virginia Continues to Post the Lowest Level of Familiarity Question: Overall, how familiar would you say you are with VDOT and the work it does? 54% 49% 50% 48%46% 51% 40% 43% WesternCentralEasternNorthern NOTE: This question was not asked in Wave I.

27. Pulsar Advertising Southeastern Institute of Research 27 Those Who Have Had “Personal Contact” with VDOT Are More Familiar with VDOT than Those with Only “General Contact” or No Contact At All 61% 34% 37% Question: Overall, how familiar would you say you are with VDOT and the work it does? “Personal contact” is defined as those who have called or visited a VDOT office, called 511 or the Highway Helpline, searched the VDOT website, attended a VDOT-run public meeting, received mail from VDOT, or sent a letter or email to VDOT. This pattern is consistent with the previous wave.

28. Pulsar Advertising Southeastern Institute of Research 28 Conclusion & Implication Conclusion: Familiarity with VDOT has not changed since the previous wave. Almost half continue to rate themselves as familiar with VDOT and the work that it does. Unlike the previous wave, however, familiarity with VDOT does not vary between regions. Respondents in all regions are equally as likely to say they are familiar with VDOT. As was reported in the previous wave, “personal contact” with VDOT increases familiarity with VDOT. Implication: Even though almost half rate themselves as very familiar with VDOT, there is still room for improvement. 1 in 5 say they are not familiar with VDOT and the work that it does, and a third give it a mid-range rating. In order to increase familiarity with VDOT, focus on “personal contact,” such as through VDOT offices, 511, websites, meetings, and mailings. These contact points are opportunities for VDOT to control the outcome of the interaction and build and enhance its imagery.

29. Pulsar Advertising Southeastern Institute of Research 29 Overall Satisfaction

30. Pulsar Advertising Southeastern Institute of Research 30 Favorability (Satisfaction) With VDOT Awareness (Contact with VDOT) Familiarity Favorability (Satisfaction) Trust The process begins by growing awareness of VDOT. Then, it builds understanding (familiarity) and a positive perception (satisfaction) – which leads to trust.

31. Pulsar Advertising Southeastern Institute of Research 31 Currently, 4 Out of 10 Residents Are Satisfied with VDOT Overall Question: On a scale of 1-5 where “1” means “not at all satisfied” and “5” means “very satisfied,” how satisfied are you with VDOT overall? An additional 42% could most easily improve their ratings to a satisfactory level. This group currently gives VDOT a midpoint satisfactory rating of “3.”

32. Pulsar Advertising Southeastern Institute of Research 32 Satisfaction with VDOT has not Changed Since the Previous Wave Question: On a scale of 1-5 where “1” means “not at all satisfied” and “5” means “very satisfied,” how satisfied are you with VDOT overall? NOTE: This question was not asked in Wave I.

33. Pulsar Advertising Southeastern Institute of Research 33 As in the Previous Wave, the Greatest Opportunity to Improve VDOT’s Overall Satisfaction Rating Is in Eastern Virginia There is Also Additional Opportunity in Northern Virginia 53% 43% 27% 33% Question: On a scale of 1-5 where “1” means “not at all satisfied” and “5” means “very satisfied,” how satisfied are you with VDOT overall?

34. Pulsar Advertising Southeastern Institute of Research 34 Overall Satisfaction in Northern Virginia Has Decreased Significantly Since the Previous Wave NOTE: Percentages indicate those rating their overall satisfaction a “4” or a “5.” Question: On a scale of 1-5 where “1” means “not at all satisfied” and “5” means “very satisfied,” how satisfied are you with VDOT overall?

35. Pulsar Advertising Southeastern Institute of Research 35 Those Who Have Had Personal Contact with VDOT Are Not More Likely to Be Satisfied than Those with General or No Contact “Personal contact” is defined as those who have called or visited a VDOT office, called 511 or the Highway Helpline, searched the VDOT website, attended a VDOT-run public meeting, received mail from VDOT, or sent a letter or email to VDOT. But, 40% of those who had personal contact were reporting a problem or voicing a complaint. Question: On a scale of 1-5 where “1” means “not at all satisfied” and “5” means “very satisfied,” how satisfied are you with VDOT overall? 37% 41% 46%

36. Pulsar Advertising Southeastern Institute of Research 36 But, Those Who Are Most Familiar with VDOT Are Most Likely to Be Satisfied with VDOT 33% “Familiar” rated their familiarity with VDOT “4” or “5” on a 1- 5 scale. “Not Familiar” rated it “1,” “2,” or “3.” Question: On a scale of 1-5 where “1” means “not at all satisfied” and “5” means “very satisfied,” how satisfied are you with VDOT overall? 47% Just as was reported in the last wave of the study, the relationship between contact and satisfaction is not straightforward. It involves familiarity.

37. Pulsar Advertising Southeastern Institute of Research 37 Conclusion & Implication Conclusion: Overall satisfaction with VDOT has not changed since the previous wave. About 4 in 10 are satisfied with VDOT overall, and another 4 in 10 rate their satisfaction at a midpoint on a 5-point scale. As in the previous wave, the greatest opportunity to increase satisfaction is in Eastern Virginia. Satisfaction in Northern Virginia, however, also presents a concern as it has decreased significantly since the previous wave. Satisfaction appears to be related to familiarity. Those who are familiar with VDOT and the work it does are more likely to be satisfied with VDOT. Implication: VDOT satisfaction ratings can be improved — especially in the Eastern and Northern Virginia regions. Communications can be used to improve satisfaction by increasing familiarity with VDOT. Use communications to inform and educate Virginians about VDOT — and shape their perceptions. Continue to focus on Eastern Virginia, but also pay particular attention to Northern Virginia to understand why satisfaction has decreased in this area and what can be done to reverse this backward trend.

38. Pulsar Advertising Southeastern Institute of Research 38 Trust in VDOT

39. Pulsar Advertising Southeastern Institute of Research 39 Trust in VDOT Awareness (Contact with VDOT) Familiarity Favorability (Satisfaction) Trust The process begins by growing awareness of VDOT. Then, it builds understanding (familiarity) and a positive perception (satisfaction) – which leads to trust.

40. Pulsar Advertising Southeastern Institute of Research 40 VDOT’s Trust Equity Is 41% Question: To what extent do you trust VDOT to do the right thing for the people of Virginia in regard to managing the state’s road and highway system? 41% rate their trust of VDOT a “4” or “5” on a 5-point scale. 26% rate their trust only a “1” or “2.” But, a third (34%) are in a midrange level and could be converted to a stronger position of trust. 41%

41. Pulsar Advertising Southeastern Institute of Research 41 Trust in VDOT Has Not Changed Significantly Since the Previous Wave NOTE: This question was not asked in Wave I. Question: To what extent do you trust VDOT to do the right thing for the people of Virginia in regard to managing the state’s road and highway system?

42. Pulsar Advertising Southeastern Institute of Research 42 Those Who Have Had Personal Contact with VDOT Are Actually Less Likely to Trust VDOT Than Those with Only General or No Contact “Personal contact” is defined as those who have called or visited a VDOT office, called 511 or the Highway Helpline, searched the VDOT website, attended a VDOT-run public meeting, received mail from VDOT, or sent a letter or email to VDOT. Question: To what extent do you trust VDOT to do the right thing for the people of Virginia in regard to managing the state’s road and highway system? 33% 42% 45% This finding is consistent with the previous wave of this research.

43. Pulsar Advertising Southeastern Institute of Research 43 VDOT’s Trust Equity Is Related to Familiarity Question: To what extent do you trust VDOT to do the right thing for the people of Virginia in regard to managing the state’s road and highway system? 43% 33% “Familiar” rated their familiarity “4” or “5” on a 1- 5 scale. “Not Familiar” rated it “1,” “2,” or “3.” As was reported in the previous wave, trust equity is stronger among those who are familiar with VDOT.

44. Pulsar Advertising Southeastern Institute of Research 44 Those Who Are Satisfied with VDOT Also Tend to Trust VDOT Question: To what extent do you trust VDOT to do the right thing for the people of Virginia in regard to managing the state’s road and highway system? 75% “Satisfied” rated their overall satisfaction with VDOT “4” or “5” on a 1- 5 scale. “Not Satisfied” rated it “1,” “2,” or “3.” 13%

45. Pulsar Advertising Southeastern Institute of Research 45 Greatest Opportunity to Improve Trust in VDOT Is in Eastern Virginia and Northern Virginia 47% 40% 32% 31% Question: To what extent do you trust VDOT to do the right thing for the people of Virginia in regard to managing the state’s road and highway system?

46. Pulsar Advertising Southeastern Institute of Research 46 Trust Decreased Significantly Since the Last Wave in Central and Northern Virginia NOTE: Percentages indicate those rating their trust a “4” or a “5.” Question: To what extent do you trust VDOT to do the right thing for the people of Virginia in regard to managing the state’s road and highway system?

47. Pulsar Advertising Southeastern Institute of Research 47 Conclusion & Implication Conclusion: As was reported in the last wave of the study, trust and satisfaction go hand-in-hand. Those who are satisfied with VDOT are more likely to trust VDOT. Additionally and as with overall satisfaction, those who are most familiar with VDOT are the most trusting. Also similar to overall satisfaction, residents of Eastern and Northern Virginia are less trusting than those of other areas. Furthermore, trust in Central and Northern Virginia has decreased significantly since the previous wave. Implication: Just as with satisfaction, trust of VDOT can be improved by increasing familiarity. Greatest opportunities for improvement are in Eastern and Northern Virginia where levels of trust are lowest. But, trust equity in Central Virginia should be monitored closely in the next wave as a significant decrease is posted for that region.

48. Pulsar Advertising Southeastern Institute of Research 48 Relationship Between Nature of Contact and Satisfaction/Trust

49. Pulsar Advertising Southeastern Institute of Research 49 Type of Personal Contact Is Related to Overall Satisfaction and Trust with VDOT Overall Satisfaction Trust Question: You indicated that you have had contact with VDOT during the past year. Which of the following best describes the nature of that contact? NOTE: Base size for those who contacted VDOT with a compliment is small. Interpret with caution. Those who contact VDOT with a complaint are less likely to be satisfied with VDOT and less likely to trust it.

50. Pulsar Advertising Southeastern Institute of Research 50 Overall Satisfaction and Trust Are Related to the Level of Satisfaction with the Way a Problem Is Handled Those Who Are Satisfied with the Handling Are Just as Satisfied Overall as Those with No Complaint Overall Satisfaction Trust Question: You mentioned that you voiced a complaint or reported a problem to VDOT. How satisfied are you with the way in which your complaint or problem was handled by VDOT? NOTE: Base size for those who contacted VDOT with a compliment is small. Interpret with caution. How VDOT handles a complaint makes a difference. VDOT has the power to turn a negative into a positive.

51. Pulsar Advertising Southeastern Institute of Research 51 The Tone of Interaction Is Also Related to Overall Satisfaction and Trust Overall Satisfaction Trust Question: Still thinking about this specific interaction with VDOT, how would you characterize the nature of the tone of that interaction?

52. Pulsar Advertising Southeastern Institute of Research 52 Similarly, Perceptions of the Knowledge and Ability of Employees Are Related to Overall Satisfaction and Trust of VDOT Overall Satisfaction Trust Question: During your interaction with VDOT, how would you characterize the knowledge and ability of the VDOT employees with whom you spoke to find an answer to your inquiry? NOTE: Question asked of those who contacted VDOT with a complaint, problem, question, or request.

53. Pulsar Advertising Southeastern Institute of Research 53 Conclusion & Implication Conclusion: Those who contacted VDOT with a compliment are the most satisfied and trusting overall, whereas those who contacted with a complaint are least satisfied and trusting. Satisfaction and trust, however, are often influenced by the way a complaint is handled and by the overall tone of the contact and knowledge of the employees. Implication: Ensure that the tone of each contact is positive and that employees are knowledgeable and helpful. A complaint can potentially be “transformed” into satisfaction and trust.

54. Pulsar Advertising Southeastern Institute of Research 54 Satisfaction with Specific Attributes and Responsibilities

55. Pulsar Advertising Southeastern Institute of Research 55 As in the Previous Wave, The Highest Levels of Satisfaction with VDOT Are Related to Traffic Management and Communication Question: How satisfied are you with VDOT in regard to… 32% 27% 48% 26% 33% 45% These ratings do not vary significantly from the previous wave.

56. Pulsar Advertising Southeastern Institute of Research 56 Satisfaction with VDOT’s Roadway Maintenance and Construction Is Positively Related to Trust and Overall Satisfaction Overall Satisfaction Trust Question: How satisfied are you with VDOT in regard to: maintenance and construction of the roadways and highways across Virginia, including ensuring quality design and completion of projects on time and on budget? Proportions are based to those who are either satisfied or not satisfied with VDOT in terms of maintenance and construction. This finding is consistent with the previous wave of this research.

57. Pulsar Advertising Southeastern Institute of Research 57 Those Who Are Satisfied with VDOT’s Management of Public Funds Are More Likely To Be Satisfied with and To Trust VDOT Overall Satisfaction Trust Question: How satisfied are you with VDOT in regard to: management of public funds in regard to the road and highway system in Virginia? Proportions are based to those who are either satisfied or not satisfied with VDOT in terms of management of public funds. This finding is consistent with the previous wave of this research.

58. Pulsar Advertising Southeastern Institute of Research 58 Satisfaction with VDOT’s Responsiveness Is Also Positively Related to Overall Satisfaction and Trust Overall Satisfaction Trust Question: How satisfied are you with VDOT in regard to: being responsive to the needs and preferences of the citizens of Virginia? Proportions are based to those who are either satisfied or not satisfied with VDOT in terms of management of public funds. This finding is consistent with the previous wave of this research.

59. Pulsar Advertising Southeastern Institute of Research 59 Satisfaction and Trust Are Also Tied to Satisfaction with VDOT’s Planning for Future Needs Overall Satisfaction Trust Question: How satisfied are you with VDOT in regard to: working with communities, stakeholders and businesses to plan for Virginia’s future transportation needs? Proportions are based to those who are either satisfied or not satisfied with VDOT’s planning for future needs. This finding is consistent with the previous wave of this research.

60. Pulsar Advertising Southeastern Institute of Research 60 Satisfaction with VDOT Communication Is Also Related to Overall Satisfaction and Trust of VDOT Overall Satisfaction Trust Question: How satisfied are you with VDOT in regard to: communicating to you, that is – keeping you informed about transportation changes that impact you? Proportions are based to those who are either satisfied or not satisfied with VDOT in terms of communi- cating about transporta- tion changes. This finding is consistent with the previous wave of this research.

61. Pulsar Advertising Southeastern Institute of Research 61 Those Who Are Satisfied with VDOT in Terms of Traffic Management and Incident Response Are More Likely to Be Satisfied Overall and to Trust VDOT Overall Satisfaction Trust Question: How satisfied are you with VDOT in regard to: traffic management and incident response, including such things as signal timing, placement of road signs and clearing accidents and roadway obstructions? Proportions are based to those who are either satisfied or not satisfied with VDOT in terms of traffic management and incident response. This finding is consistent with the previous wave of this research.

62. Pulsar Advertising Southeastern Institute of Research 62 Question: How satisfied are you with VDOT in regard to… 32% 27% 48% 26% 33% 45% Driven by Perceptions and Shaped by Communications Communications Play a Key Role in Forming and Maintaining These Key Attributes and Functions

63. Pulsar Advertising Southeastern Institute of Research 63 Western Virginia Rates VDOT Most Favorably On every attribute, Western Virginia—followed by Central Virginia—rates VDOT most favorably. Northern Virginia and Eastern Virginia are similar in their ratings and tend to rate VDOT lower than Western and Central Virginia. Eastern Virginia gives particularly low ratings to maintenance and construction of the roadways and highways across Virginia.

64. Pulsar Advertising Southeastern Institute of Research 64 Conclusion & Implication Conclusion: On a series of attributes and functions, VDOT is rated most favorably on traffic and incident management and communication. It is rated least favorably on management of public funds and maintenance/construction. It is important that VDOT be related favorably on all six of the attributes and functions evaluated in this research. Satisfaction on these measures is positively related to overall satisfaction and trust of VDOT. Implication: Communications can play a key role in “driving” VDOT’s performance on these measures. Both communications strategy and specific executions of that strategy can shape and formulate perceptions of VDOT.

65. Pulsar Advertising Southeastern Institute of Research 65 Conclusion & Implication Conclusion: Perceptions and ratings of VDOT vary across regions. It is viewed most favorably in Western Virginia and least favorably in Eastern Virginia. Eastern Virginia gives particularly low ratings to maintenance and construction of the roadways and highways across Virginia. Implication: VDOT has not yet overcome its “imagery” problems in Eastern Virginia. Continue to utilize the tone, content, and frequency of communications to improve perceptions of VDOT in Eastern Virginia.

66. Pulsar Advertising Southeastern Institute of Research 66 Identification of Possible Causes for Declines in Trust in Central and Northern Virginia

67. Pulsar Advertising Southeastern Institute of Research 67 A decline in overall satisfaction is posted in this wave in Northern Virginia. Similarly, a decline in trust is reported in this wave in both Northern Virginia and Central Virginia. The following six slides compare ratings of VDOT on the six previously reported attributes or functions for each region. The data for this wave are compared to the last wave to determine the extent to which declines may have occurred in specific regions for these six functions. This analysis indicates that: –Satisfaction with VDOT’s traffic management and incident response has decreased significantly in Northern Virginia –Satisfaction with VDOT’s maintenance and construction of roadways and highways has also decreased significantly in Northern Virginia –Satisfaction with VDOT’s management of public funds has decreased significantly in both Central and Northern Virginia

68. Pulsar Advertising Southeastern Institute of Research 68 Satisfaction in Regard to Traffic Mgt and Incidence Response Has Decreased Significantly in Northern Virginia Since Wave II Traffic Management and Incidence Response 52% 64% 52% 47% 41%42% 47% 36% WesternCentralEasternNorthern NOTE: This question was not asked in Wave I. Question: How satisfied are you with VDOT in regard to… traffic management and incidence response? A significant increase is posted for Western Virginia

69. Pulsar Advertising Southeastern Institute of Research 69 Satisfaction in Regard to Communication Has Not Changed Significantly in Any of the Regions Communicating with You 51% 50% 46% 47% 37% 40% 46% 42% WesternCentralEasternNorthern NOTE: This question was not asked in Wave I. Question: How satisfied are you with VDOT in regard to…communicating to you, that is – keeping you informed about transportation changes that impact you?

70. Pulsar Advertising Southeastern Institute of Research 70 No Significant Changes Are Posted for Responsiveness – But, Downward Trends May Be Developing in Central and Northern Virginia Being Responsive to Needs and Preferences of Citizens 42% 44% 41% 35% 24% 27% 30% 25% WesternCentralEasternNorthern NOTE: This question was not asked in Wave I. Question: How satisfied are you with VDOT in regard to… being responsive to the needs and preferences of the citizens of Virginia?

71. Pulsar Advertising Southeastern Institute of Research 71 Satisfaction with VDOT’s Planning Has Increased Significantly in the Eastern Region Working to Plan for Future Transportation Needs 42%41% 32% 30% 21% 28%29% 28% WesternCentralEasternNorthern NOTE: This question was not asked in Wave I. Question: How satisfied are you with VDOT in regard to… working with communities, stakeholders and businesses to plan for Virginia’s future transportation needs?

72. Pulsar Advertising Southeastern Institute of Research 72 Satisfaction with Roadway Maintenance and Construction Has Decreased Significantly in Northern Virginia Maintenance of Roadways and Highways 37% 40% 35% 30% 13% 15% 34% 24% WesternCentralEasternNorthern NOTE: This question was not asked in Wave I. Question: How satisfied are you with VDOT in regard to… maintenance and construction of the roadways and highways across Virginia, including ensuring quality design and completion of projects on time and on budget?

73. Pulsar Advertising Southeastern Institute of Research 73 Significant Decreases in Satisfaction with VDOT’s Management of Public Funds Are Reported for Central and Northern Virginia Management of Public Funds 35% 36% 33% 26% 19% 27% 20% WesternCentralEasternNorthern NOTE: This question was not asked in Wave I. Question: How satisfied are you with VDOT in regard to… management of public funds in regard to the road and highway system in Virginia?

74. Pulsar Advertising Southeastern Institute of Research 74 Conclusion & Implication Conclusion: In Northern Virginia, satisfaction with VDOT has decreased on three key measures: traffic management and incidence response, maintenance and construction of roadways and highways, and management of public funds. Implication: In Northern Virginia, VDOT is frequently scrutinized by citizens and by the media. These significant decreases in Northern Virginia are reasons for concern and may be related to the decreases in overall satisfaction and trust. They should be monitored closely in future research – including the next wave of this Omnibus. Examination of VDOT activities, projects and media coverage may be helpful in order to identify potential causes for these problems.

75. Pulsar Advertising Southeastern Institute of Research 75 Conclusion & Implication Conclusion: VDOT has experienced a decline in satisfaction in Central Virginia in terms of management of public funds. Implication: This decrease in satisfaction may be tied, at least in part, to the difficulty of the General Assembly to develop and approve a budget. It may also indicate growing concern with VDOT in Central Virginia – concern that is reflected in the decrease in trust in Central Virginia reported in this wave of the study. Satisfaction scores for Central Virginia should be monitored closely in the next wave of this study to determine if this trend continues.

76. Pulsar Advertising Southeastern Institute of Research 76 Conclusion & Implication Conclusion: While VDOT’s scores continue to be low in Eastern Virginia, a significant increase is posted in Eastern Virginia for VDOT’s planning activities. Implication: This improvement in Eastern Virginia may reflect the beginning of positive responses in Eastern Virginia to VDOT’s increased and enhanced communications efforts in that region.

77. Pulsar Advertising Southeastern Institute of Research 77 Information about Construction

78. Pulsar Advertising Southeastern Institute of Research 78 Springfield Interchange For the Most Part, Residents of Northern Virginia Have Received the Information They Have Needed in Regard to the Springfield Interchange Question: How would you describe the amount of information you have read or seen from VDOT over the past year about transportation and traffic issues in the area of the Springfield Interchange? This question was asked of respondents in Northern Virginia. There is still opportunity for improvement. 26% have received less information than they have needed, including 11% who said they received no information. 54% 26% These percentages do not vary significantly from those in the previous wave.

79. Pulsar Advertising Southeastern Institute of Research 79 I-64 Hampton Construction Just as Reported in the Last Wave, Residents in Eastern Virginia Have Not Received Sufficient Information about the I-64 Construction Question: Think about the construction on I-64 near the Hampton Coliseum. How would you describe the amount of information you have read or heard from VDOT over the past six months about transportation and traffic issues in that area? This question was asked of respondents in Eastern Virginia. 37% 41% These percentages do not vary significantly from those in the previous wave.

80. Pulsar Advertising Southeastern Institute of Research 80 Also as Reported in the Last Wave, Residents of Northern Virginia Feel Better Informed than Those in Eastern Virginia Question: How would you describe the amount of information you have read or heard from VDOT over the past six months about transportation and traffic issues in the Hampton Roads/Springfield Interchange area?

81. Pulsar Advertising Southeastern Institute of Research 81 Keeping Eastern Virginians Informed about I-64 Construction Is Important Overall Satisfaction Trust Proportions are based to those who have received sufficient information or have not received sufficient information. Question: Think about the construction on I-64 near the Hampton Coliseum. How would you describe the amount of information you have read or heard from VDOT over the past six months about transportation and traffic issues in that area? Those who have received sufficient information about I-64 construction are more likely to be satisfied with VDOT and to trust VDOT.

82. Pulsar Advertising Southeastern Institute of Research 82 Overall Satisfaction Trust Question: How would you describe the amount of information you have read or heard from VDOT over the past six months about transportation and traffic issues in the Hampton Roads/Springfield Interchange area? Proportions are based to those who have received sufficient information or have not received sufficient information. Northern Virginians Who Have Received Sufficient Information About the Springfield Interchange Construction Are Also More Likely to Be Satisfied with and Trust VDOT than Those Who Have Not

83. Pulsar Advertising Southeastern Institute of Research 83 As in the Previous Wave, The Newspaper Is the Most Common Source of This Information in Both Regions; Northern Virginians, However, Are More Likely to Get Their Information from the Radio or Internet than Are Eastern Virginians Question: Where did you read or hear this information? NOTE: Percentages total more than 100 because respondents were permitted to give more than one answer.

84. Pulsar Advertising Southeastern Institute of Research 84 Conclusion & Implication Conclusion: As in the previous wave of this study, residents of Northern Virginia feel better informed about construction in the area of the Springfield Interchange than do residents of Eastern Virginia in regard to I-64 construction. In both regions, communication about the projects plays a key role in satisfaction and trust of VDOT. Implication: Learn from these initiatives: Frequent and regular communication about construction projects can help to grow and nurture perceptions and trust of VDOT and provide information to help navigate through the area more successfully.

85. Pulsar Advertising Southeastern Institute of Research 85 511 Virginia

86. Pulsar Advertising Southeastern Institute of Research 86 Radio or TV Reports and VDOT Highway Message Signs Are Currently the Most Useful Forms of Getting Information to Plan Routes Question: Which of the following tools do you find most useful for providing you with traffic information to plan your routes when traveling?

87. Pulsar Advertising Southeastern Institute of Research 87 Western Virginians Are Less Likely to Use Any of These—And Are Less Likely to Find Radio/TV Reports Useful. They Are More Likely to Find Highway Message Signs Useful Question: Which of the following tools do you find most useful for providing you with traffic information to plan your routes when traveling?

88. Pulsar Advertising Southeastern Institute of Research 88 Nearly 4 out of 10 Virginians Are Currently Aware of 511 Question: Prior to this interview, had you ever heard of or read about 511 or 511 Virginia? Awareness of 511 in: Western 39% Central 38% Eastern 46% Northern 33%

89. Pulsar Advertising Southeastern Institute of Research 89 Slightly More than 1 in 10 Have Used 511 Virginia for Traffic or Traveler Information Question: Have you ever called or logged onto 511 Virginia for traffic or traveler information?

90. Pulsar Advertising Southeastern Institute of Research 90 Usage of 511 Virginia Does Not Vary Significantly by Region Question: Have you ever called or logged onto 511 Virginia for traffic or traveler information?

91. Pulsar Advertising Southeastern Institute of Research 91 Those Who Are the Most Familiar with VDOT Are the Most Likely to Use 511 Virginia NOTE: Proportions indicate usage of 511 Virginia based on those who are familiar or not familiar with VDOT overall. Question: Have you ever called or logged onto 511 Virginia for traffic or traveler information?

92. Pulsar Advertising Southeastern Institute of Research 92 Two-thirds of Those Who Have Used 511 Rate the Usefulness of the Service Favorably Question: When you checked with 511 for traffic or traveler information, how useful did you find this service? Those in Western Virginia are twice as likely (47%) as those in Northern Virginia (24%) to give Virginia 511 the very highest rating. 62%

93. Pulsar Advertising Southeastern Institute of Research 93 Conclusion & Implication Conclusion: Currently, only 2% rate 511 Virginia as the most useful way of getting information for planning routes while traveling. Radio or TV reports and VDOT Highway Message Signs are the most useful sources. But, more than 1 in 10 have ever used 511 Virginia for traffic or traveler information. Of those who have used the service, two- thirds rate it favorably. Implication: Two key lessons are evident for 511: 1. Grow awareness and trial of the service and 2. Enhance its usability. Currently, those who are most familiar with VDOT are using the service. Use communications to reach beyond this group to introduce others to the service.

94. Pulsar Advertising Southeastern Institute of Research 94 Opinion Leaders

95. Pulsar Advertising Southeastern Institute of Research 95 Opinion Leaders Exercise Power and Influence Opinion Leaders are individuals whose influence on business, social, political, environmental and educational issues far exceeds their numbers in the population. Because they influence others, Opinion Leaders possess power. Opinion Leaders are identified by their participation in public, community, social, political, health/medicine, arts, science/technology, business, religious and other activities. This research identifies Opinion Leaders according to their participation in a predetermined list of activities. In order to qualify as an Opinion Leader, a respondent must have participated in at least 2 of the activities over the past 12 months.

96. Pulsar Advertising Southeastern Institute of Research 96 Nearly All Opinion Leaders Have Had Contact with VDOT During the Past Year Question: In which of the following ways have you come into contact with VDOT during the past year? “Opinion leaders” are defined as people who have participated in at least 2 community and public activities during the last 12 months. This finding is consistent with the previous wave of this research.

97. Pulsar Advertising Southeastern Institute of Research 97 Opinion Leaders Have More of Every Type of Contact Than Non-Leaders Question: In which of the following ways have you come into contact with VDOT during the past year? “Opinion leaders” are defined as people who have participated in at least 2 community and public activities during the last 12 months. This finding is consistent with the previous wave of this research.

98. Pulsar Advertising Southeastern Institute of Research 98 Opinion Leaders Are More Likely To Be Familiar with VDOT 44% 56% “Opinion leaders” are defined as people who have participated in at least 2 community and public activities during the last 12 months. Question: Overall, how familiar would you say you are with VDOT and the work it does?

99. Pulsar Advertising Southeastern Institute of Research 99 But, Opinion Leaders Are Slightly Less Satisfied with VDOT Overall 42% 36% “Opinion leaders” are defined as people who have participated in at least 2 community and public activities during the last 12 months. Question: On a scale of 1-5 where “1” means “not at all satisfied” and “5” means “very satisfied,” how satisfied are you with VDOT overall? This finding is consistent with the previous wave of this research.

100. Pulsar Advertising Southeastern Institute of Research 100 Opinion Leaders Are Slightly Less Satisfied on Some Specific Attributes But There Are Fewer Differences Than in the Previous Wave Question: How satisfied are you with VDOT in regard to… “Opinion leaders” are defined as people who have participated in at least 2 community and public activities during the last 12 months. Percentages indicate those reporting that their satisfaction with each item is a “4” or “5.”

101. Pulsar Advertising Southeastern Institute of Research 101 Opinion Leaders Are Less Likely to Trust VDOT 33% 41% Question: To what extent do you trust VDOT to do the right thing for the people of Virginia in regard to managing the state’s road and highway system? “Opinion leaders” are defined as people who have participated in at least 2 community and public activities during the last 12 months. This finding is consistent with the previous wave of this research.

102. Pulsar Advertising Southeastern Institute of Research 102 Conclusion & Implication Conclusion: Although Opinion Leaders tend to have more contact with VDOT and to be more familiar with it than others, they are less satisfied with VDOT and less trusting of it. Implication: Continue to take advantage of the opportunity Opinion Leaders provide to VDOT to be its “ambassadors of good will.” By using the frequent contact VDOT has with Opinion Leaders, VDOT can communicate with them positively, regularly, and frequently.

103. Pulsar Advertising Southeastern Institute of Research 103 Highway Safety Corridors

104. Pulsar Advertising Southeastern Institute of Research 104 As in the Last Wave of This Research, The Highway Safety Corridors in Western VA and Central VA Are Better Known than the One in Northern VA Question: Are you aware that motorists stopped and ticketed for speeding on a section of Interstate [SPECIFY], known as the Highway Safety Corridor, may have to pay significantly increased fines? Percentages are those in each region that reported that they are aware of the increased fines in each Corridor. This finding is consistent with the previous wave of this research.

105. Pulsar Advertising Southeastern Institute of Research 105 Awareness of the Highway Safety Corridors Has Not Changed Significantly Since the Last Wave of the Study Question: Are you aware that motorists stopped and ticketed for speeding on a section of Interstate [SPECIFY], known as the Highway Safety Corridor, may have to pay significantly increased fines?

106. Pulsar Advertising Southeastern Institute of Research 106 Increased Safe Driving Varies by Region I-81 Near Roanoke Is Most Effective; I-95 Near Prince William County Is Least NOTE: Question asked of respondents who were aware of increased fine. Question: If you have driven that part of [SPECIFY], how has your driving behavior been affected?

107. Pulsar Advertising Southeastern Institute of Research 107 Drivers in All Three Regions—Especially Western Virginia—Report Improvement in their Driving Habits as a Result of the Highway Safety Corridors NOTE: 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. Question asked of respondents who were aware of increased fine. Question: If you have driven that part of [SPECIFY], how has your driving behavior been affected? But, improvement is lowest in Northern Virginia.

108. Pulsar Advertising Southeastern Institute of Research 108 Safe Driving Has Increased in Western Virginia Since the Previous Wave, But Has Decreased in Northern Virginia Question: Are you aware that motorists stopped and ticketed for speeding on a section of Interstate [SPECIFY], known as the Highway Safety Corridor, may have to pay significantly increased fines? NOTE: Percentages indicate those who say tat they drive safer and pay closer attention to the posted speed limits.

109. Pulsar Advertising Southeastern Institute of Research 109 Conclusion & Implication Conclusion: Awareness of the Highway Safety Corridors has remained stable across all waves. About half of the residents in Western and Central Virginia are aware of the Highway Safety Corridor in their area. Fewer—about a third—are aware of the Highway Safety Corridor in Northern Virginia. Drivers do respond to the Highway Safety Corridor program—but this varies by region. Of those who could change their behavior, almost three- quarters in Western Virginia, half in Central Virginia, and a third in Northern Virginia say that they drive safer and pay closer attention to the speed limits. Implication: The Highway Safety Corridor program continues to have a positive impact on the driving behavior of those aware of the program. But the data in this wave of the research suggest that the effectiveness of the program may vary depending upon the region—and related differences in population density, traffic congestion, traffic patterns, and so forth. Examine in greater detail how regions vary to better understand how to modify the program to fit each region and how to better use communications in specific regions more effectively.

110. Pulsar Advertising Southeastern Institute of Research 110 Thank you