Evaluation of Schuylkill Expressway Marketing Techniques: Schuylkill Expressway Reconstruction Project

摘要

The purpose of the 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. The 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.