1. Pulsar Advertising Southeastern Institute of Research 1 VDOT Omnibus Study Wave II September 6, 2005 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 Establish a tracking measure for ongoing monitoring of perceptions of VDOT across all Districts

4. Pulsar Advertising Southeastern Institute of Research 4 Methodology Telephone survey using SIR’s Virginia Pulse Interview included 5 questions written specifically for VDOT and asked of everyone, 2-4 additional questions for each geographic area, and a series of standard demographic and classification questions 1,200 interviews with random households were conducted across 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 July 29-August 5

5. Pulsar Advertising Southeastern Institute of Research 5 Methodology The first wave of the VDOT Omnibus Study was reported in January 2005 While this wave is comparable to the earlier wave, some questions have changed. When appropriate, this report compares the current and previous wave

6. Pulsar Advertising Southeastern Institute of Research 6 Questions Asked of Everyone In which of the following ways have you come into contact with VDOT during the past year? Overall, how familiar would you say you are with VDOT and the work it does? How satisfied are you with VDOT overall? 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? How satisfied are you with VDOT in regard to… –Working with communities, stakeholders, and businesses to plan for Virginia’s future transportation needs –Maintenance and construction of the roadways and highways across Virginia –Traffic management and incident response –Management of public funds in regard to the road and highway system in Virginia –Being responsive to the needs and preferences of the citizens of Virginia –Communicating to you

7. Pulsar Advertising Southeastern Institute of Research 7 Additional Questions 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 on that part of I-81, how has your driving behavior been affected?

8. Pulsar Advertising Southeastern Institute of Research 8 Additional Questions in Central Virginia Are you aware that motorists stopped and ticketed for speeding on a section of Interstate 95 in the City of Richmond and Henrico County from near Bells Road to near Parham Road, known as the Highway Safety Corridor, may have to pay significantly increased fines? If you have driven on that part of I-95, how has your driving behavior been affected?

9. Pulsar Advertising Southeastern Institute of Research 9 Additional Questions in Eastern Virginia 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? Where did you read or hear this information?

10. Pulsar Advertising Southeastern Institute of Research 10 Additional Questions in Northern Virginia Are you aware that motorists stopped and ticketed for speeding on a section of Interstate 95 in Prince William County, known as the Highway Safety Corridor, may have to pay significantly increased fines? If you have driven on that part of I-95, how has your driving behavior been affected? 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? Where did you read or hear this information?

11. Pulsar Advertising Southeastern Institute of Research 11 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.

12. Pulsar Advertising Southeastern Institute of Research 12 Detailed Findings Outline of Presentation –Contact with VDOT –Familiarity with VDOT –Overall Satisfaction –Trust in VDOT –Satisfaction with Specific Attributes and Responsibilities –Information about Construction –Opinion Leaders –Highway Safety Corridors

13. Pulsar Advertising Southeastern Institute of Research 13 Contact with VDOT

14. Pulsar Advertising Southeastern Institute of Research 14 VDOT Continues to Have a Far-Reaching Presence – More than 9 of 10 Virginians Have Had Contact with VDOT in the Past Year 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 The Level Of Contact with VDOT Continues to be High Across All Regions 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 Residents Continue to Interact with VDOT in a Variety of Ways Question: In which of the following ways have you come into contact with VDOT during the past year? But, just as in the previous wave, they continue to be “recipients” of the interaction rather than initiators. At 23%, “searching the VDOT website” is twice the level it was last wave (11%).

17. Pulsar Advertising Southeastern Institute of Research 17 The Pattern of Contact with VDOT Is Fairly Consistent Across the State, with a Few Exceptions: Western Virginians are much less likely to have read or heard about VDOT in the news and to have encountered electronic message boards on Virginia highways Western Virginians are much less likely to have searched the VDOT website, whereas Northern Virginians are much more likely to have searched the VDOT website Northern Virginians are much more likely to have received mail from VDOT Eastern Virginians are much more likely to have called 511 or the Highway Helpline

18. Pulsar Advertising Southeastern Institute of Research 18 Almost Half Have Had “Personal Contact” with VDOT “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?

19. Pulsar Advertising Southeastern Institute of Research 19 Residents of Northern Virginia Are More Likely to Have Had “Personal Contact” with VDOT “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?

20. Pulsar Advertising Southeastern Institute of Research 20 Conclusion & Implication Conclusion: VDOT continues to be pervasive across the Commonwealth, touching the lives of Virginians in a variety of ways. Implication: VDOT’s strong presence across the state offers both opportunity and responsibility for VDOT communications. It offers real opportunity to provide factual information about Virginia roadways – to help improve both daily commutes and other trips throughout the state. This frequent contact is also an important responsibility for VDOT, especially VDOT communications, because it is a powerful way to shape and frame perceptions and imagery of VDOT.

21. Pulsar Advertising Southeastern Institute of Research 21 Conclusion & Implication Conclusion: Some residents of Virginia have had “personal contact” with VDOT, defined as calling or visiting a VDOT office, calling 511 or the Highway Helpline, searching the VDOT website, attending a VDOT- run public meeting, receiving mail from VDOT, or sending a letter or email to VDOT. Others have only had “general contact” with VDOT, such as encountering a VDOT road crew or seeing an electronic message board. About half have had “personal contact” with VDOT, and half have experienced only “general contact.” Implication: These two different kinds of contact can be very different individual experiences and have different outcomes in terms of perceptions and imagery of VDOT. This analysis will identify and examine some of these differences.

22. Pulsar Advertising Southeastern Institute of Research 22 Familiarity with VDOT

23. Pulsar Advertising Southeastern Institute of Research 23 There Is Opportunity to Educate Residents of Virginia about VDOT and the Work It Does Question: Overall, how familiar would you say you are with VDOT and the work it does? About half (47%) say that they are familiar with VDOT. 21% are not familiar with VDOT and its work. A third, 33%, rate their familiarity with VDOT at midway between “1” (“Not very familiar”) and “5” (“Very familiar”).

24. Pulsar Advertising Southeastern Institute of Research 24 Respondents in Western Virginia Are Most Likely to Be Familiar with VDOT; Respondents in Northern Virginia Are Least Likely 54% 50% 46% 40% Question: Overall, how familiar would you say you are with VDOT and the work it does? Recall that residents of Northern Virginia are the most likely to have personal contact with VDOT.

25. Pulsar Advertising Southeastern Institute of Research 25 Those Who Have Had “Personal Contact” with VDOT Are More Familiar with VDOT and Its Work than Those with Only “General Contact” or No Contact At All 58% 38% 40% 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.

26. Pulsar Advertising Southeastern Institute of Research 26 Conclusion & Implication Conclusion: Almost half rate themselves as highly familiar with VDOT and the work that it does. Western Virginians are most familiar with VDOT, and Northern Virginians are least. “Personal contact” with VDOT increases familiarity with VDOT and the work it does – although this relationship does not appear to hold true in Northern Virginia. Implication: In order to increase familiarity with VDOT and the work it does, focus on “personal contact,” such as through VDOT offices, helplines, websites, meetings, and mailings. These are contact situations in which VDOT and VDOT communications can potentially control the outcome – by managing content, tone and the citizen experience. Explore further the concept of “personal contact” and the role it plays in building VDOT perceptions and imagery. Examine different types of personal contact, such as internet vs. direct mail. Examine also the role of the “tone” of the contact (positive vs. negative, such as a citizen with a complaint).

27. Pulsar Advertising Southeastern Institute of Research 27 Overall Satisfaction

28. Pulsar Advertising Southeastern Institute of Research 28 Only about 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 one-third (38%) could most easily improve their ratings to a satisfactory level. This group currently gives VDOT a midpoint satisfactory rating of “3.”

29. Pulsar Advertising Southeastern Institute of Research 29 Greatest Opportunity to Improve VDOT’s Overall Satisfaction Rating Is in Eastern Virginia 54% 46% 28% 44% 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?

30. Pulsar Advertising Southeastern Institute of Research 30 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. Some of those with personal contact may have had contact with VDOT due to a complaint or problem. 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? 39% 46% 48%

31. Pulsar Advertising Southeastern Institute of Research 31 Those Most Familiar with VDOT Are Most Likely to Be Satisfied with VDOT 38% “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? 49% The relationship between contact and satisfaction is not straightforward – it involves familiarity.

32. Pulsar Advertising Southeastern Institute of Research 32 Conclusion & Implication Conclusion: Less than half of Virginia residents (43%) are satisfied with VDOT overall, and an additional third rate their satisfaction at a midpoint on a 5-point scale. Satisfaction is related to familiarity. Those who are familiar with VDOT and the work it does are more likely to be satisfied with VDOT. Implication: There is real opportunity to improve VDOT satisfaction ratings. In particular, take advantage of the opportunity presented by citizens whose ratings are currently at the “midpoint.” Improve their satisfaction by growing their familiarity with VDOT. Use communications to inform them, educate them and shape their perceptions. Focus specifically in Eastern Virginia where the need is greatest.

33. Pulsar Advertising Southeastern Institute of Research 33 Trust in VDOT

34. Pulsar Advertising Southeastern Institute of Research 34 VDOT’s Level of Trust Equity Is about the Same as the Level of Satisfaction 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? 44% rate their trust of VDOT a “4” or “5” on a 5-point scale. 23% 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.

35. Pulsar Advertising Southeastern Institute of Research 35 Those Who Have Had Personal Contact with VDOT Are Not More Likely to Trust VDOT 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. 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? 39% 46% 52%

36. Pulsar Advertising Southeastern Institute of Research 36 VDOT’s Trust Equity Is Stronger Among Those Who Are Familiar with 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? 46% 40% “Familiar” rated their familiarity “4” or “5” on a 1-5 scale. “Not Familiar” rated it “1,” “2,” or “3.”

37. Pulsar Advertising Southeastern Institute of Research 37 Trust in VDOT Is Related to Overall Satisfaction – Respondents 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? 69% “Satisfied” rated their overall satisfaction with VDOT “4” or “5” on a 1-5 scale. “Not Satisfied” rated it “1,” “2,” or “3.” 10%

38. Pulsar Advertising Southeastern Institute of Research 38 Greatest Opportunity to Improve Trust in VDOT Is in Eastern Virginia 52% 28% 42% 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?

39. Pulsar Advertising Southeastern Institute of Research 39 Conclusion & Implication Conclusion: 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. Residents of Eastern Virginia are less trusting than those of other areas. Implication: Trust equity again demonstrates the importance of increasing residents’ familiarity with VDOT and the work it does. Contact alone does not guarantee increased familiarity, satisfaction or trust. Use communications to manage the content, tone and outcome of VDOT’s contact with citizens. Use communications to increase familiarity with VDOT to enhance and grow trust equity. Again, efforts need to focus on Eastern Virginia, which presents the greatest opportunity for improvement.

40. Pulsar Advertising Southeastern Institute of Research 40 Satisfaction with Specific Attributes and Responsibilities

41. Pulsar Advertising Southeastern Institute of Research 41 The Highest Levels of Satisfaction with VDOT Are Related to Traffic Management and Communication Question: How satisfied are you with VDOT in regard to… 31% 30% 48% 28% 33% 45%

42. Pulsar Advertising Southeastern Institute of Research 42 Satisfaction with VDOT in Terms of Traffic Management and Incident Response Is Related to Overall Satisfaction and Trust 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.

43. Pulsar Advertising Southeastern Institute of Research 43 Those Who Are Satisfied with VDOT’s Planning for Future Needs Are More Likely to Be Satisfied with VDOT Overall and to Have a Higher Level of Trust 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.

44. Pulsar Advertising Southeastern Institute of Research 44 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.

45. Pulsar Advertising Southeastern Institute of Research 45 Those Who Are Satisfied with VDOT’s Management of Public Funds Are Particularly Likely 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.

46. Pulsar Advertising Southeastern Institute of Research 46 Satisfaction with VDOT’s Responsiveness Is 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.

47. Pulsar Advertising Southeastern Institute of Research 47 Those Who Are Satisfied with VDOT’s Communication Are Also More Likely to Be Satisfied Overall and to Trust 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.

48. Pulsar Advertising Southeastern Institute of Research 48 Eastern Virginia Rates VDOT Least Favorably Of all regions, Eastern Virginia tends to post the lowest levels of satisfaction. Residents in this area rate VDOT lower than the other areas on all six attributes measured. Western and Central Virginia rate VDOT most favorably. Northern Virginia sometimes mirrors Central and Western Virginia. On other measures, it more clearly reflects the views of Eastern Virginia. Satisfaction with VDOT in regard to these items varies by region.

49. Pulsar Advertising Southeastern Institute of Research 49 Conclusion & Implication Conclusion: From a list of specific functions and responsibilities, VDOT is rated most favorably for traffic management and communicating to citizens. Satisfaction scores on specific functions are most favorable in Western Virginia. Residents of Eastern Virginia are least satisfied with VDOT’s performance on all six of the functions. Implication: Efforts to improve perceptions of VDOT in regard to specific functions should focus on Eastern Virginia. This area demonstrates real need for improvement. Continue to explore and develop ways of using communications to enhance citizen perceptions in Eastern Virginia.

50. Pulsar Advertising Southeastern Institute of Research 50 Conclusion & Implication Conclusion: Satisfaction with VDOT on a series of six attributes or “functions” is related to overall satisfaction and VDOT’s trust equity. Satisfaction with VDOT’s management of public funds is particularly important, especially for growing trust. Implication: Utilize the importance of these attributes to guide the development and use of communications and communication pieces. Use these attributes to establish objectives for specific communications and to evaluate the content, tone, target audience, and so forth of proposed communications.

51. Pulsar Advertising Southeastern Institute of Research 51 Information about Construction

52. Pulsar Advertising Southeastern Institute of Research 52 Residents in Northern Virginia Tend to 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. 23% have received less information than they have needed. 56% 23%

53. Pulsar Advertising Southeastern Institute of Research 53 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. 34% 44%

54. Pulsar Advertising Southeastern Institute of Research 54 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? And, residents of Northern Virginia have higher levels of trust and satisfaction than those in Eastern Virginia.

55. Pulsar Advertising Southeastern Institute of Research 55 Eastern Virginians Who Have Received Information About I-64 Construction Are Twice as Likely to Be Satisfied with VDOT than Those Who Have Not – and They Are More Likely to Trust VDOT 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?

56. Pulsar Advertising Southeastern Institute of Research 56 There Is No Clear Relationship between Perception of Level of Information about Springfield Interchange and Overall Satisfaction and Trust 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.

57. Pulsar Advertising Southeastern Institute of Research 57 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?

58. Pulsar Advertising Southeastern Institute of Research 58 Conclusion & Implication Conclusion: 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. Receiving adequate information about construction and maintenance appears to be related to satisfaction with and trust of VDOT. Those in Northern Virginia – where they are more likely than Eastern Virginia to have received sufficient information – report higher levels of satisfaction and trust. Implication: Compare campaigns, tactics, strategies and contexts of the Springfield Interchange project and the I-64 construction near the Hampton Coliseum to better understand how and to what extent to communicate to residents on large- scale construction projects, noting that communications for the Springfield Interchange have been in place for eight years. Look for strengths and weaknesses in both programs to gain insight into how to develop and manage similar future programs.

59. Pulsar Advertising Southeastern Institute of Research 59 Opinion Leaders

60. Pulsar Advertising Southeastern Institute of Research 60 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.

61. Pulsar Advertising Southeastern Institute of Research 61 Opinion Leaders Are More Likely To Have Contact with VDOT 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.

62. Pulsar Advertising Southeastern Institute of Research 62 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.

63. Pulsar Advertising Southeastern Institute of Research 63 Opinion Leaders Are Much More Likely To Have Had “Personal Contact” with VDOT Than Non-Leaders “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? “Opinion leaders” are defined as people who have participated in at least 2 community and public activities during the last 12 months.

64. Pulsar Advertising Southeastern Institute of Research 64 Opinion Leaders Are More Familiar with VDOT and the Work that It Does 41% 57% “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?

65. Pulsar Advertising Southeastern Institute of Research 65 Opinion Leaders Are Less Satisfied with VDOT Overall 47% 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?

66. Pulsar Advertising Southeastern Institute of Research 66 Opinion Leaders Are Also Less Satisfied on Every Specific Attribute than Non-Leaders 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.”

67. Pulsar Advertising Southeastern Institute of Research 67 Opinion Leaders Are Less Trusting of VDOT 36% 48% 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.

68. Pulsar Advertising Southeastern Institute of Research 68 Conclusion & Implication Conclusion: Opinion leaders are more knowledgeable about VDOT than are non-leaders. They make more contact, and in more “personal” ways. They also report being more familiar with VDOT and the work that it does. They are, however, less satisfied — both overall and on each specific attribute — and less trusting of VDOT. Implication: Opinion Leaders can be a great asset to VDOT – or a great liability – simply because they have the ability to influence others. VDOT does not appear to be taking full advantage of this opportunity. Benefit from the contact VDOT already has with Opinion Leaders and reach out to “touch” them even more regularly and positively. Understand their specific needs and perspectives, develop communications that address these needs, and make them advocates for VDOT.

69. Pulsar Advertising Southeastern Institute of Research 69 Highway Safety Corridors

70. Pulsar Advertising Southeastern Institute of Research 70 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 reflect those in each region that reported that they are aware of the increased fines in each Corridor.

71. Pulsar Advertising Southeastern Institute of Research 71 About a Third of Those Aware of the Increased Fine Are Driving More Safely 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? In the previous wave of the study, the same proportion (37%) in Western Virginia reported paying closer attention to the posted speeds.

72. Pulsar Advertising Southeastern Institute of Research 72 All Three Regions Experienced Improvement Among Drivers Who Could Change Their Behavior 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?

73. Pulsar Advertising Southeastern Institute of Research 73 Awareness of the Highway Safety Corridor on I-81 Near Roanoke Has Increased Slighlty – But Not Significantly – Since the First 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? Graph reports awareness of Highway Safety Corridor on I-81 Near Roanoke – ask of respondents in Western Region.

74. Pulsar Advertising Southeastern Institute of Research 74 In Both Waves I and II, Over One-third of Those in Western Virginia Aware of the Increased Fine Are Driving More Safely Graph reports impact of Highway Safety Corridor on I-81 Near Roanoke on driving – ask of respondents in Western Region aware of increased fine. Question: If you have driven that part of [SPECIFY], how has your driving behavior been affected?

75. Pulsar Advertising Southeastern Institute of Research 75 In Both Waves I and II, Over One-third of Those Aware of the Increased Fine Are Driving More Safely Graph reports impact of Highway Safety Corridor on I-81 Near Roanoke on driving – ask of respondents in Western Region aware of increased fine. Proportions are based to audience members who potentially could change behavior. Question: If you have driven that part of [SPECIFY], how has your driving behavior been affected?

76. Pulsar Advertising Southeastern Institute of Research 76 Conclusion & Implication Conclusion: Drivers do respond to the Highway Safety Corridor program. About one third of the drivers in each of the three regions that have a Highway Safety Corridor program have changed their behavior as a result of the program. About half of residents in Western and Central Virginia are aware of the Highway Safety Corridor in their area. Fewer, however, are aware of the Highway Safety Corridor in Northern Virginia. Implication: The Highway Safety Corridor program continues to have a positive impact on the driving behavior of those aware of the program. But, there continues to be opportunity to increase the effectiveness of the program. In fact, VDOT could potentially double the impact of this program by continuing to build awareness since only about half are aware (assuming all in a given region drive along the corridors where Highway Safety Corridors have been established). Continue the outreach communications campaign to take advantage of this opportunity.

77. Pulsar Advertising Southeastern Institute of Research 77 Appendix

78. Pulsar Advertising Southeastern Institute of Research 78 Appendix The graphs in this section compare results of key measures across the 4 regions: Western, Central, Eastern and Northern Virginia

79. Pulsar Advertising Southeastern Institute of Research 79 Western Virginians Tend to Have General, Rather than Personal, Contact with VDOT Question: In which of the following ways have you come into contact with VDOT during the past year?

80. Pulsar Advertising Southeastern Institute of Research 80 Central Virginians Also Tend to Have General Contact Question: In which of the following ways have you come into contact with VDOT during the past year?

81. Pulsar Advertising Southeastern Institute of Research 81 Those in Eastern Virginia Experience Contact with VDOT in a Variety of Ways – But, It Tends to Be General Contact, Rather than Personal Question: In which of the following ways have you come into contact with VDOT during the past year?

82. Pulsar Advertising Southeastern Institute of Research 82 As in Other Parts of Virginia, Residents of Northern Virginia Are More Likely to Have General Contact Question: In which of the following ways have you come into contact with VDOT during the past year?

83. Pulsar Advertising Southeastern Institute of Research 83 Over Half (54%) in Western Virginia Are Satisfied with VDOT 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?

84. Pulsar Advertising Southeastern Institute of Research 84 Nearly Half – 46% – in Central Virginia 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?

85. Pulsar Advertising Southeastern Institute of Research 85 Satisfaction with VDOT Is Lowest in Eastern Virginia (28%) 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?

86. Pulsar Advertising Southeastern Institute of Research 86 44% in Northern Virginia Are Satisfied with VDOT 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?

87. Pulsar Advertising Southeastern Institute of Research 87 Residents of Western Virginia Are Most Satisfied with VDOT in Regard to Planning for Future Transportation Needs; Residents of Eastern Virginia Are Least Satisfied Question: How satisfied are you with VDOT in regard to working with communities, stakeholders, and businesses to plan for Virginia’s future transportation needs? 42% 32% 21% 29%

88. Pulsar Advertising Southeastern Institute of Research 88 Residents of Eastern Virginia Are Also Least Satisfied with VDOT in Regard To Maintenance and Construction 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? 37% 35% 13% 34%

89. Pulsar Advertising Southeastern Institute of Research 89 Again, Residents of Eastern Virginia Are Least Satisfied with VDOT in Regard To Traffic Management and Incident Response 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? 52% 41% 47%

90. Pulsar Advertising Southeastern Institute of Research 90 Question: How satisfied are you with VDOT in regard to: management of public funds in regard to the road and highway system in Virginia? 35% 33% 19% 27% Residents of Eastern Virginia Are Least Satisfied with VDOT in Regard to Management of Public Funds

91. Pulsar Advertising Southeastern Institute of Research 91 Again, Residents of Eastern Virginia Are Least Satisfied with VDOT in Regard to Being Responsive to the Needs and Preferences of the Citizens of Virginia Question: How satisfied are you with VDOT in regard to: being responsive to the needs and preferences of the citizens of Virginia? 42% 41% 24% 30%

92. Pulsar Advertising Southeastern Institute of Research 92 Residents of Eastern Virginia Are Least Satisfied with VDOT in Regard to Communication Question: How satisfied are you with VDOT in regard to: communicating to you, that is—keeping you informed about transportation changes that impact you? 51% 46% 37% 46%