Highway Safety Corridor
Signage Research
Virginia Department of Transportation
Virginia State Police
Virginia Department of Motor Vehicles
Presented By The Pulsar Team
Pulsar Advertising and The Marketing Source
December 2003
Objectives
 Develop an information program that best
conveys the Highway Safety Corridor
 Develop messages and signage
 Test
 Select the signs that:
 Encourage motorists to drive more safely
 Alert motorists to increased fines in that corridor
Methodology
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Three Focus Groups
9-10 participants per group
Qualitative Research
Members are paid for their participation.
Qualifications:
 18-54 years of age
 Travel at least once a week on the corridor in
question
3
Location of Focus Groups
Alexandria
VA Beach
Roanoke
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What is traffic like on these corridors?
Roanoke
I-81
•
•
•
•
•
•
•
•
NOVA
I-95/495/
395/66
Hampton
Roads
I-64/264
•
•
•
•
5
Truck traffic
Speeding
Congested all the time
Danger spots: I-81 between
Exits 132/145
“Extremely challenging”
Unpredictable
Congested
Danger spots: “Mixing Bowl”
Overly congested
Aggressive driving
“Melting pot” of drivers
Danger spots: 1-64/I-264
intersection, tunnels
What Are The Critical Issues?
Roanoke
NOVA
Hampton
Roads
6
Highway Safety Corridor
Concept
 No awareness.
 Initially thought it was a highway…
 where “testing” was occurring
 built to be safe
 with increase police enforcement
 with increased congestion/accidents
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Reaction to the Highway Safety
Corridor Concept
 Very positive
 View it as partnership
Highway
Signs
Enforcement
8
“To work, you need signage and
enforcement. A program without
enforcement is worthless.” (Roanoke)
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Enforcement Is Critical
“[The program] needs ‘teeth’ – a visible police
presence.” (NOVA)
[It] will work if you have a presence of police.”
(Hampton Roads)
 Motorists want:
 A CONSISTENT, visible presence
 Marked cars
 Double Fines attract attention!
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Motorists may be desensitized to
Speed Checked
By Aircraft
when there is
no visible enforcement.
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Signage
 Signs that attract the most attention:
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variable message signs
signs with reflectors, whirligigs, or flashing lights
“different color” signs (i.e. red signage)
“check your speed” signs
rumble strips at corridor entry point
signs with current travel speeds
 Approximately 10 signs tested in each
market.
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Critical Elements for the Name
& Signage
 Keep it simple
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Short words
Large font
Un-crowded format
Easy to read
State the consequences
Use the term “Zone” instead of “Corridor”
Include graphics
Have signs that indicate entrance into zone
Have intermittent signs as reminders
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Shape of Sign
Preferred
14
Color of Sign
Preferred
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Regional Differences
Roanoke
I-81
“Safety Enforcement Zone”
NOVA
I-95/495/
395/66
Hampton
Roads
I-64/264
“Crash Prone Zone”
“Traffic Enforcement Zone”
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Recommendations
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#1
Install two types of signs:
• Primary Signs
• Peripheral Signs
#2 Make Primary Signs “Zone Alert"
• Indicates when drivers are entering the zone
#3 Follow with variety of Peripheral Signs
• Convey "Driving Behavior" messages
• Tailor to address dangers and road/driving
challenges of the zone
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Recommended Primary
Signage
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Recommended Peripheral
Signage
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Q&A
Presented By The Pulsar Team
Pulsar Advertising and The Marketing Source
December 2003