EVALUATION OF SCHUYLKILL EXPRESSWAY MARKETING TECHNIQUES. FINAL REPORT

The purpose of this study was to evaluate the marketing campaign conducted by the Pennsylvania Department of Transportation (PennDOT) for the state's most extensive and expensive highway reconstruction project to date, the rehabilitation of the Schuylkill Expressway (I-76). The first phase of the study encompasses a review of the various techniques employed by PennDOT in the marketing program, including brochures, telephone hotline, news conferences, press releases, PSA's, radio and TV interviews and direct mail. This review was followed by in-depth interviews with those most directly involved in the "marketing" effort: the Department personnel, including former employees, who conceived and managed the campaign and other individuals from the news media, business community and government. The second phase focused on those most directly affected by the reconstruction project and the target of the marketing campaign: the motorists who use the Schuylkill Expressway. A mail-back survey was conducted to ascertain from users of I-76 how they received information about the project and the usefulness of the information provided by the Department. This report summarizes these two phases of the study. Based on this research, the study team has formulated a list of recommendations pertaining to future public information efforts associated with highway construction projects for consideration by PennDOT.

• Corporate Authors:

  Delaware Valley Regional Planning Commission

  Bourse Building, 21 South 5th Street
  Philadelphia, PA  United States  19106

  Precise Communications, Incorporated

  905 Westtown Road
  West Chester, PA  United States  19382

  Pennsylvania Department of Transportation

  Office of Research and Special Studies, P.O. Box 2926
  Harrisburg, PA  United States  17120

  Federal Highway Administration

  1200 New Jersey Avenue, SE
  Washington, DC  United States  20590
• Authors:
  • Dougherty, C D
  • Freeman, E
• Publication Date: 1990-12

Media Info

• Features: Appendices; Figures; Tables;
• Pagination: 135 p.

Subject/Index Terms

• TRT Terms: Brochures; Data collection; Driver rehabilitation; Drivers; Evaluation; Expressways; Marketing; Mass media; Measures of effectiveness; Publicity; Recommendations; Reconstruction; State departments of transportation; Surveys
• Uncontrolled Terms: Effectiveness; Rehabilitation
• Geographic Terms: Pennsylvania
• Subject Areas: Highways; Planning and Forecasting; Research; Society; I72: Traffic and Transport Planning;

Filing Info

• Accession Number: 00603207
• Record Type: Publication
• Report/Paper Numbers: FHWA-PA-90-003-89-20, Report No. 90025, Research Proj 89-20
• Contract Numbers: 258920-A
• Files: TRIS, USDOT, STATEDOT
• Created Date: Jan 31 1991 12:00AM