Best Practice

BEST PRACTICE:

H1−4: Targeting Public Outreach to Key Stakeholders

DESCRIPTION:

Targeting specific public outreach efforts to populations most likely to affected by a construction project can help ensure that those who need the information will receive it. Using radio or other media to reach targeted drivers when construction occurs on heavily traveled routes that lead to sports or entertainment facilities can help divert motorists from high traffic construction projects to other routes or modes of travel. Key stakeholders can be of great assistance in getting information to the target audience in ways that are most convenient for the motorists. In 2005, the Michigan Department of Transportation partnered with the Detroit Tigers Radio Network and its 30 affiliated stations for the "Line Drive Home" campaign to get construction and traffic information out to the public. The purpose of the campaign was to shift traffic to alternate routes, helping motorists avoid major construction zones on I−75 and US−23, roads that lead some of the traffic to the stadium.

REASON(S) FOR ADOPTING:

Because of the excitement of Major League Baseball games in Detroit, a baseball theme was chosen as the best way to spread the construction information, and the campaign was advertised over the Detroit Tiger Radio Network and through brochures. The printed materials were augmented with a dedicated page on the MDOT Web site that attracted more than 82,000 individual hits. The "Line Drive Home" campaign was very successful in Michigan, decreasing traffic around the construction zones by 20 percent.

PRIMARY BENEFIT(S):

Motorists most likely to be impacted by construction receive timely traffic information, and work zone traffic and delays can be greatly lessened.

MOST APPLICABLE LOCATION(S)/PROJECT(S):

Work zones that will cause delays on high traffic roads nearby sports or entertainment facilities.

STATE(S) WHERE USED:

Michigan

SOURCE/CONTACT(S):

Rob Morosi, Communications Specialist, Michigan DOT, Metro Region
Phone: (248) 483−5127
E−mail: morosir@michigan.gov