Southeastern
Institute of
Research
VDOT Omnibus Study
Wave I: December 2004
January 6, 2005
Pulsar
Advertising
G
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Southeastern Institute of Research
Objectives &
Methodology
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Southeastern Institute of Research
Objectives
• Understand citizens’ expectations
and perceptions of VDOT on critical
issues across all Divisions.
• Provide guidance for VDOT’s
outreach communications program
across all Divisions.
• Establish a benchmark for
monitoring perceptions of VDOT
across all Divisions.
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Southeastern Institute of Research
Methodology
• Telephone survey using SIR’s Virginia Pulse
Quarterly study
• Interview included 5 questions written
specifically for VDOT and 7 standard
demographic questions
• 1,200 random households in 4 geographic
regions:
– Northern Virginia (Virginia portion of Metro DC
market)
– Central (Richmond/Petersburg)
– Eastern (Norfolk/Virginia
Beach/Hampton/Newport News)
– Western
(Roanoke/Lynchburg/Danville/Martinsville)
• 300 interviews conducted in each region
• Interviews conducted Dec. 13-30 (no holiday
interviewing)
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Southeastern Institute of Research
Questions Customized for VDOT
Questions asked in all four regions:
•
•
•
•
•
In the past year, have you come in contact with the Virginia
Department of Transportation, or VDOT, in any of the following
ways?
How would you rate your satisfaction with your contact with VDOT
in the past year?
Which one of the following tasks do you most associate with VDOT?
Which of the tasks I just mentioned do you think should be VDOT’s
biggest priority?
How well does VDOT perform on (BIGGEST TASK)?
Two additional questions asked in Western Virginia:
•
•
Are you aware that motorists stopped and ticketed for speeding on
a section of Interstate 81 near Roanoke, known as the Highway
Safety Corridor, may have to pay significantly increased fines?
If you have driven that part of I-81, how has your driving behavior
been affected?
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Southeastern Institute of Research
Key Findings &
Implications
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Southeastern Institute of Research
VDOT Is Ubiquitous:
More than 9 of 10 Virginians Have Had
Contact with VDOT in the Past Year
Yes
92%
No
8%
0%
20%
40%
60%
80%
100%
Question: In the past year, have you come in contact with the Virginia Department
of Transportation, or VDOT, in any of the following ways?
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Southeastern Institute of Research
This High Level Of Contact With VDOT Is
Consistent Across All Regions
Western
92%
8%
Yes
93%
Central
No
7%
Eastern
92%
8%
Northern
92%
8%
0%
20%
40%
60%
80%
100%
Question: In the past year, have you come in contact with the Virginia Department
of Transportation, or VDOT, in any of the following ways?
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Southeastern Institute of Research
Residents Interact with VDOT in a Variety of
Ways, But Tend Not To Initiate That Contact
Read or heard about VDOT in news
69%
VDOT road crews
69%
62%
Electronic message boards
56%
Visited Virginia Interstate rest area
Searched VDOT website
11%
Received mail from VDOT
11%
Called VDOT
11%
Visited a VDOT office
10%
Sent email to VDOT
3%
Attended VDOT public meeting
2%
Sent a letter to VDOT
2%
0%
20%
This pattern is fairly
consistent across all
regions of the state, with
one exception. In
Northern Virginia, 16%
have searched the VDOT
website and 18% have
received mail from VDOT.
40%
60%
80%
100%
Question: In the past year, have you come in contact with the Virginia Department
of Transportation, or VDOT, in any of the following ways?
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Southeastern Institute of Research
Conclusion & Implication
Conclusion: VDOT “touches” almost all resident
constituents frequently and in a variety of ways. This
contact takes numerous forms. Contact that is not
typically defined as “communications” – or at least not
typically controlled by VDOT – (media, road crews, rest
areas) are dramatically more visible and pervasive than
VDOT’s own controlled communication channels (direct
mail, website, etc.).
Implication: Recognize these non-traditional
“communications” as opportunities to communicate with
state residents. Take advantage of all “touch points” to
communicate in ways that build and enhance the image
and reputation of VDOT.
All VDOT employees who have contact with residents are
contributors to VDOT’s imagery and reputation. Even
those for whom contact is indirect – such as those who
develop messages for electronic message boards and
transport those boards or road crews – have potential to
influence the perceptions of residents.
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Southeastern Institute of Research
6 Out of 10 Residents Are Satisfied
With Their Contact With VDOT
But, there is
opportunity for
VDOT to
improve. 38%
of residents
cannot be
classified as
“satisfied.”
Very dissatisfied
4%
Don't know
8%
Somewhat
dissatisfied
6%
Very satisfied
26%
Neither
20%
Somewhat
satisfied
36%
Question: How would you rate your satisfaction with your contact with VDOT in the
past year? Would you say you were … (Read answers)?
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Southeastern Institute of Research
Greatest Opportunity to Improve
VDOT’s Contact Satisfaction Rating
Is in Eastern Virginia
Somewhat satisfied
Western
39%
27%
32%
Eastern
21%
36%
Northern
0%
20%
71%
32%
36%
Central
23%
40%
Very satisfied
63%
53%
59%
60%
80%
100%
Question: How would you rate your satisfaction with your contact with VDOT in the
past year? Would you say you were … (Read answers)?
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Southeastern Institute of Research
Conclusion & Implication
Conclusion: State residents rate VDOT only
moderately well in terms of their contact with VDOT.
Residents of Eastern Virginia – Norfolk, Virginia Beach,
Hampton and Newport News – are least satisfied.
Implication: Continue to work to improve
communications and interaction with Virginia residents,
focusing specifically on Eastern Virginia where the need
to improve is greatest.
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Southeastern Institute of Research
VDOT Is Associated with Road
Maintenance Most Frequently
Road maintenance
59%
New road construction
19%
Traffic management
7%
Incident response
4%
Plan for future transportation needs
3%
Providing traffic & travel information
2%
Something else
1%
Don’t' know
4%
0%
20%
40%
60%
80%
100%
Question: Which one of the following tasks do you most associate with VDOT?
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Southeastern Institute of Research
Residents of Eastern Virginia Have Different
Expectations of VDOT Than The
Residents In Other Regions of The State
Residents of
Eastern
Virginia are
more likely to
associate VDOT
with new road
construction
than residents
in the other
regions. They
are less likely
to associate
VDOT with
road
maintenance.
Western
2%
Central
8%
7%
4%
0%
Traffic management
45%
Incident response
58%
17%
20%
Road maintenance
New road construction
26%
9%
8%
Northern
65%
19%
3%
3%
Eastern
66%
13%
40%
60%
Only most
frequent mentions
are shown.
80%
100%
Question: In the past year, have you come in contact with the Virginia Department
of Transportation, or VDOT, in any of the following ways?
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Southeastern Institute of Research
Overall, Residents Believe VDOT’s First
Priority Should Be Road Maintenance
Road maintenance
51%
New road construction
21%
Planning for future transportation needs
Half of residents
believe road
maintenance
should be VDOT’s
biggest priority.
10%
Traffic management
8%
Incident response
3%
Something else
1%
Providing traffic & travel information
1%
Don’t' know
0%
4%
20%
40%
60%
80% 100%
Question: Which of the tasks I just mentioned do you think should be VDOT’s
biggest priority?
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Southeastern Institute of Research
Priorities in
Eastern and
Northern
Virginia differ
from the
Central and
Western
regions. These
areas place less
emphasis on
road
maintenance
and more on
construction.
Northern
Virginia also
places more
emphasis on
planning and
traffic
management.
New Road Construction Is A Greater Priority
For Residents in Eastern Virginia
Western
8%
6%
Central
5%
Eastern
8%
58%
17%
63%
15%
43%
31%
7%
7%
Road maintenance
New road construction
Northern
13%
0%
18%
20%
23%
38%
Planning for future needs
Traffic management
40%
60%
80%
100%
Question: Which of the tasks I just mentioned do you think should be VDOT’s
biggest priority?
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Southeastern Institute of Research
Overall, 5 Out of 10 Rate
VDOT Favorably On Its Performance
On Its “Biggest Priority”
VDOT’s
performance
rating on
“biggest
priority”
among
residents who
say any of the
tasks are the
biggest
priority.
Don't know
4%
Half rate
VDOT
favorably
Excellent
10%
Poor
14%
Good
41%
Fair
32%
Question: How well does VDOT perform on “biggest priority”? Would you say they
are … (Read answers)?
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Southeastern Institute of Research
Over One-half Rate VDOT Favorably
for Road Maintenance
VDOT’s
performance
rating on
“biggest
priority”
among
residents who
say “road
maintenance”
is the biggest
priority.
Poor
10%
Don't know
1%
Excellent
11%
Fair
30%
Good
47%
Question: How well does VDOT perform on “biggest priority”? Would you say they
are … (Read answers)?
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Southeastern Institute of Research
About 4 of 10 Rate VDOT Favorably on
New Road Construction
Don't know
2%
VDOT’s
performance
rating on
“biggest
priority”
among
residents who
say “new road
construction”
is the biggest
priority.
Excellent
10%
Poor
21%
Good
34%
Fair
33%
Question: How well does VDOT perform on “biggest priority”? Would you say they
are … (Read answers)?
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Southeastern Institute of Research
4 of 10 Rate VDOT as “Excellent” or “Good” in
Terms of Traffic Management
Poor
23%
VDOT’s
performance
rating on
“biggest
priority”
among
residents who
say “traffic
management”
is the biggest
priority.
Don't know
3%
Excellent
8%
Fair
33%
Good
33%
Question: How well does VDOT perform on “biggest priority”? Would you say they
are … (Read answers)?
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Southeastern Institute of Research
VDOT Receives Its Poorest Rating for
Planning for the Future
VDOT’s
performance
rating on
“biggest
priority”
among
residents who
say “planning
for future
needs” is the
biggest
priority.
Don't know
12%
Poor
17%
Excellent
4%
Good
25%
Fair
42%
Question: How well does VDOT perform on “biggest priority”? Would you say they
are … (Read answers)?
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Southeastern Institute of Research
Satisfaction with VDOT Contact Does Not Vary by
What Residents Believe VDOT’s Biggest Priority
Should Be
Road maintenance
59%
New road construction
59%
Planning for future needs
56%
Traffic management
54%
0%
20%
40%
60%
80%
100%
Question: How would you rate your satisfaction with your contact with VDOT in the
past year? Would you say you were … (Read answers)?
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Southeastern Institute of Research
Conclusion & Implication
Conclusion: Overall, state residents believe road
maintenance should be VDOT’s biggest priority.
However, views vary by region. Eastern Virginia, in
particular, and Northern Virginia, secondarily, express
different expectations than other areas in the state. In
Eastern Virginia, new road construction is relatively
more important to residents than in other areas. In
Northern Virginia, new road construction and planning
are relatively more important.
Implication: Develop messages that reflect the needs
and expectations of residents. Overall, messages about
road maintenance are important. To be most effective,
however, messages should be tailored to individual
markets. Messages to Eastern Virginia – where
satisfaction with contact is lowest – should highlight new
road construction rather than simply road maintenance.
In Northern Virginia, talk about planning and new road
construction.
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Southeastern Institute of Research
Conclusion & Implication
Conclusion: Satisfaction with contact with VDOT does
not vary by what residents believe VDOT’s top priority
should be. However, VDOT’s performance is rated least
favorably for planning for future transportation needs.
Implication: Take advantage of the opportunity
communications provide by emphasizing VDOT’s
planning successes and its expertise in this area. This
opportunity is greatest in Northern Virginia where
residents place greater emphasis on planning than
residents in other regions in Virginia.
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Southeastern Institute of Research
About Half in the Western Region Are
Aware of the Highway Safety Corridor
Yes
50%
No
49%
Don't know
Question asked
only of respondents
in western region.
1%
0%
20%
40%
60%
80%
100%
Question: Are you aware that motorists stopped and ticketed for speeding on a
section of Interstate 81 near Roanoke, known as the Highway Safety Corridor, may
have to pay significantly increased fines?
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Southeastern Institute of Research
Over One-third of Those Aware of the
Increased Fine Are Driving More Safely
Drive safer and pay closer attention to the
posted speed limits
37%
It has had no affect, as have always driven
the posted speed limits
34%
It has had no affect; continue to drive as
always have
15%
Question asked
only of respondents
in western region
who were aware of
increased fine.
12%
Don't drive the Highway Safety Corridor
2%
Don't know
0%
20%
40%
60%
80% 100%
Question: If you have driven that part of I-81, how has your driving behavior been
affected? Would you say … (Read answers)?
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Southeastern Institute of Research
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.
Two-thirds of Those Whose Driving Could Be
Affected by the Program Report that Their
Driving Has Improved
Drive safer and pay
closer attention to
the posted speed
limits
68%
It has had no affect;
continue to drive as
always have
28%
Question asked
only of respondents
in western region
who were aware of
increased fine.
4%
Don't know
0%
20%
40%
60%
80%
100%
Question: If you have driven that part of I-81, how has your driving behavior been
affected? Would you say … (Read answers)?
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Southeastern Institute of Research
Conclusion & Implication
Conclusion: About one-half of residents in Western
Virginia are aware of the Highway Safety Corridor, and
one-third of these have improved their driving
behavior. Among those who are aware of it, the
Highway Safety Corridor program works!
Implication: VDOT can double the impact of this
program by continuing to build awareness as 49% are
still unaware. Continue the outreach communications
campaign. Tell area residents about the Highway
Safety Corridor – to continue to improve driving habits
and to tell the good news about safety improvements
and VDOT’s role in bringing about these
improvements.
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Southeastern Institute of Research
Additional Details
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Southeastern Institute of Research
Type of Contact: Western Virginia
Read or heard about VDOT in news
62%
VDOT road crews
71%
55%
Electronic message boards
58%
Visited Virginia Interstate rest area
10%
Searched VDOT website
8%
Received mail from VDOT
12%
Called VDOT
10%
Visited a VDOT office
Sent email to VDOT
2%
Attended VDOT public meeting
2%
Sent a letter to VDOT
1%
0%
20%
40%
60%
80%
100%
Question: In the past year, have you come in contact with the Virginia Department
of Transportation, or VDOT, in any of the following ways?
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Southeastern Institute of Research
Type of Contact: Central Virginia
Read or heard about VDOT in news
75%
VDOT road crews
73%
64%
Electronic message boards
59%
Visited Virginia Interstate rest area
Searched VDOT website
11%
Received mail from VDOT
10%
12%
Called VDOT
8%
Visited a VDOT office
Sent email to VDOT
3%
Attended VDOT public meeting
3%
Sent a letter to VDOT
1%
0%
20%
40%
60%
80%
100%
Question: In the past year, have you come in contact with the Virginia Department
of Transportation, or VDOT, in any of the following ways?
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Southeastern Institute of Research
Type of Contact: Eastern Virginia
Read or heard about VDOT in news
73%
VDOT road crews
64%
Electronic message boards
64%
55%
Visited Virginia Interstate rest area
Searched VDOT website
9%
Received mail from VDOT
8%
Called VDOT
8%
Visited a VDOT office
9%
Sent email to VDOT
3%
Attended VDOT public meeting
2%
Sent a letter to VDOT
3%
0%
20%
40%
60%
80%
100%
Question: In the past year, have you come in contact with the Virginia Department
of Transportation, or VDOT, in any of the following ways?
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Southeastern Institute of Research
Type of Contact: Northern Virginia
Read or heard about VDOT in news
69%
VDOT road crews
68%
66%
Electronic message boards
52%
Visited Virginia Interstate rest area
16%
Searched VDOT website
18%
Received mail from VDOT
Called VDOT
10%
Visited a VDOT office
11%
Sent email to VDOT
5%
Attended VDOT public meeting
3%
Sent a letter to VDOT
2%
0%
20%
40%
60%
80%
100%
Question: In the past year, have you come in contact with the Virginia Department
of Transportation, or VDOT, in any of the following ways?
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Southeastern Institute of Research
Satisfaction with VDOT Contact: Western Virginia
Very dissatisfied
3%
Somewhat
dissatisfied
4%
Don't know
7%
Very satisfied
31%
Neither
20%
Somewhat satisfied
35%
Question: How would you rate your satisfaction with your contact with VDOT in the
past year? Would you say you were … (Read answers)?
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Southeastern Institute of Research
Satisfaction with VDOT Contact: Central Virginia
Don't know
Very dissatisfied
9%
4%
Very satisfied
27%
Somewhat dissatisfied
4%
Neither
20%
Somewhat satisfied
36%
Question: How would you rate your satisfaction with your contact with VDOT in the
past year? Would you say you were … (Read answers)?
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Southeastern Institute of Research
Satisfaction with VDOT Contact: Eastern Virginia
Very dissatisfied
6%
Don't know
9%
Very satisfied
21%
Somewhat
dissatisfied
8%
Somewhat satisfied
32%
Neither
24%
Question: How would you rate your satisfaction with your contact with VDOT in the
past year? Would you say you were … (Read answers)?
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Southeastern Institute of Research
Satisfaction with VDOT Contact: Northern Virginia
Very dissatisfied
3%
Don't know
7%
Very satisfied
23%
Somewhat
dissatisfied
8%
Somewhat satisfied
36%
Neither
23%
Question: How would you rate your satisfaction with your contact with VDOT in the
past year? Would you say you were … (Read answers)?
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Southeastern Institute of Research
Tasks Associated with VDOT: Western Virginia
Road maintenance
66%
New road construction
13%
Traffic management
8%
Incident response
2%
Plan for future transportation needs
2%
Providing traffic & travel information
2%
Something else
1%
Don’t' know
5%
0%
20%
40%
60%
80%
100%
Question: Which one of the following tasks do you most associate with VDOT?
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Southeastern Institute of Research
Tasks Associated with VDOT: Central Virginia
Road maintenance
65%
New road construction
19%
Traffic management
3%
Incident response
3%
Plan for future transportation needs
2%
Providing traffic & travel information
2%
Something else
2%
Don’t' know
5%
0%
20%
40%
60%
80%
100%
Question: Which one of the following tasks do you most associate with VDOT?
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Southeastern Institute of Research
Tasks Associated with VDOT: Eastern Virginia
Road maintenance
45%
New road construction
26%
Traffic management
9%
Incident response
8%
Plan for future transportation needs
2%
Providing traffic & travel information
2%
Something else
2%
Don’t' know
4%
0%
20%
40%
60%
80%
100%
Question: Which one of the following tasks do you most associate with VDOT?
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Southeastern Institute of Research
Tasks Associated with VDOT: Northern Virginia
Road maintenance
58%
New road construction
17%
Traffic management
7%
Incident response
4%
Plan for future transportation needs
6%
Providing traffic & travel information
Something else
3%
0%
Don’t' know
4%
0%
20%
40%
60%
80%
100%
Question: Which one of the following tasks do you most associate with VDOT?
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Southeastern Institute of Research