The North Carolina Department of Transportation
•
An 11.5-mile stretch of a major highway in
Raleigh is in dire need of repair after a
construction problem decades ago.
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The three-year project to fix it was projected
to cause severe traffic congestion that could
interrupt the economy and the quality of life
for motorists.
•
Dilemma: How does the NCDOT repair the
road to provide safety for motorists, yet
maintain mobility and keep the economy
intact?
•
Solution: Get 30,000 motorists off the road
during peak commuter times.
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No public buy-in.
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The project’s initial name “Crawleigh” had
negative connotations.
•
The media warned the public about the
project that would undoubtedly cause
miles and miles of traffic jams.
•
The state’s largest school district
contemplated changing bell schedules
that would alter bus routes. Families were
in an uproar.
•
State agencies were concerned business
and events would move elsewhere.
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A new administration in 2012 kicked off a new
marketing strategy.
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“Crawleigh” was replaced by the name
“Fortify: I-40/440 Rebuild Project.”
•
State and city leaders delivered the new
message this construction would usher in
long-term economic growth.
•
An interactive website, Facebook page and
social media strategy underscored the
message and increased awareness.
•
The media and the public quickly engaged.
NCDOT is spending $12 million
dollars in federal funds to increase
project awareness and combat
congestion:
•
NCDOT partners with Triangle Transit to
increase bus ridership, add express routes
and introduce car and van pools.
•
NCDOT is negotiating the return of the
“Go-Pass” to allow state workers a free
bus ride to and from work.
•
NCDOT is working with universities and
businesses to encourage employees to
take alternate routes, allow alternate work
schedules and increase online course
loads.
•
NCDOT is utilizing social media, direct
mail, radio and billboards to get motorists
out of the work zone.
An interactive website was launched to help
commuters get quick project and traffic
information.
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Maps
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Transit Options
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Information on Alternate Work Schedules
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Page views have increased 10% in the last
six months.
A new Fortify Facebook page has increased
awareness of the project and the need for
motorists to avoid the project zone.
Interaction between NCDOT and Facebook
visitors allows construction questions and
concerns to be answered by experts in a
timely manner.
Fortify page “likes” have increased 16% in
the last six months.
A Fortify Twitter Feed
construction messaging.
delivers
instant
The feed has experienced 12.6 percent
growth in the last six months.
Traffic has already decreased by 13% in the
work zone, thanks to NCDOT’s outreach
measures.
Phase II is scheduled to begin in January 2015
and outreach is ramping up to increase
project awareness and mitigate congestion.