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Caltrans Fix I-5 Project


									       Caltrans I-5 Boat Section Project
Inspiring Public Cooperation on a Tight Budget

                American Association
      of State Highway Transportation Officials
Jody Jones, District 3 Director, California Department of Transportation
     Caltrans I-5 Boat Section Project
Public Outreach and Advertising Campaign

                  "Boat Section Background:
                    • Originally built in ‘60s and ‘70s
                    • Called the Boat Section due to:
                        o Construction: 10’ thick
                          concrete slab below adjacent
                          Sacramento River water level,
                          pins drilled 80’ deep
                        o History of flooding
                    • Drain system became clogged
                    • Required constant monitoring and
                      repairs during rains
     Caltrans I-5 Boat Section Project
Public Outreach and Advertising Campaign
         Project Objective:
         To replace ¾-mile roadbed section of I-5 and
         install new monitoring wells and drainage system.

             •   One of the busiest sections of CA freeway
             •   Carries 190,000 vehicles a day
             •   Primary access to California’s Capitol
             •   Major thruway for freight.
     Caltrans I-5 Boat Section Project
Public Outreach and Advertising Campaign
         Project Challenges:
         •Minimize traffic disruption:
             o Original plan would have spanned 5 years
             o Caltrans engineers revised plan to 1 year
               with partial lane closures on nights and
             o Address work site safety issues for public,
               workers and emergency response needs
     Caltrans I-5 Boat Section Project
Public Outreach and Advertising Campaign
           Project Strategies: 
           Contractor C.C. Myers, Inc. proposed a faster, innovative 
           approach which Caltrans approved:
                  • Full closures in alternating N/S directions 
                  • Use emergency‐style around‐the‐clock 
                    work schedule over 7 weeks
                  • Use new rapid‐setting slag‐based concrete
                  • Partner with Caltrans in outreach effort.
     Caltrans I-5 Boat Section Project
Public Outreach and Advertising Campaign
           Campaign Objectives:
           1.Create a strong brand personality
           2.Create close to 100% awareness that a one-mile
           section of Interstate 5 (I-5) would be closed
           3.Enlist drivers’ help to reduce traffic by:
               •    Using public transportation
               •    Carpooling
               •    Changing their travel times
               •    Using alternate routes
               •    Limiting trips.
     Caltrans I-5 Boat Section Project
Public Outreach and Advertising Campaign
           Branding Included:
              • Name that quickly communicated a
                positive goal of the project: Fix I-5
              • website
              • Visuals that identified the area
              • Logo using the orange cone to identify
                Caltrans and be a safety reminder
              • Positive call to action as the slogan:
                Keeping Sacramento’s Gateway Open
     Caltrans I-5 Boat Section Project
Public Outreach and Advertising Campaign
             Target Audiences:
               – Residents and commuters
               – Out of town travelers and truckers
               – Businesses in downtown, Old
                 Sacramento, West Sacramento and the
                 Riverfront Park district
               – Cities and public officials
               – Transportation Management
               – News media
     Caltrans I-5 Boat Section Project
Public Outreach and Advertising Campaign
            Tactics Included:
              – 4 media events
              – Website as the primary source of
                communication and information
              – Outreach via public presentations
              – Paid Media
              – Partnerships
              – Direct Mail
              – Collateral: banners, posters and flyers
              – Daily media relations, press releases
                and project updates
              – Daily email blasts during closures.

Website Included:
• Project Maps and Detours
• Live Traffic Cameras
• Email Alerts
• What’s Happening:
  o Schedules and maps

• Commute Alternatives:
  o Bus, light rail, carpooling, Park and

• Detour Maps

• Boat Section History

Website Included:
•Contact Us
•News Room
•Sacramento Is Open for Business
•“Freeway Frenzy” game
•Links to:
oSacramento 5-1-1
oSlow for the Cone Zone campaign
oCalifornia Trucking Assoc. site
oSac. Regional Transit.
            Media Buy

          Sponsored reports on top-rated news station in
          the region (KCRA) and Univision for Latino
          Sponsored traffic reports on 33 stations including
          Spanish radio
Print ads:
    The Sacramento Bee, Caltrux Magazine (to        reach
    truckers) and the Capitol Weekly.
Bus side ads:
    King-size ads on Sacramento Regional Transit
Web-based media:
          Streaming commercials and web banners
Public-Private Partnerships

      Partners included:
      •   City of Sacramento
      •   Downtown Sacramento Partnership
      •   Old Sacramento Merchants Assoc.
      •   California Trucking Association
      •   Sacramento Regional Transit
      •   Sacramento Commuter Club
      •   SACOG/Sacramento Region 511
      •   Traffic Reporters
      •   Sacramento River Cats
      •   Sacramento Airport
      •   Regional Transportation Management Assoc.’s
      •   Truck Stops.
Website Launch Announcement
      February 29, 2008
                 Project Announcement
           Press Conference – March 17, 2008
                Announced Expedited Project Plan
Speakers Included:
• Caltrans Director Will Kempton
• Mayor Heather Fargo
• Caltrans District 3 Director Jody Jones
• Contractor C. C. Myers
Press Coverage:
• KCRA Channel 3 - NBC
• News 10 - ABC
• KTXL - Fox 40
• CW31 – KMAX
• Sacramento Bee
• Sacramento Business Journal
• San Jose Mercury News                             Will Kempton, director
• KFBK News Radio                           California Department of Transportation
• Capitol Public Radio(NPR)
      Pre-Project Public Outreach: March - April

Direct Mail:                         Flyer
   • Mailed to 125,000+ recipients

Public Open Houses:
   • Downtown
   • South Sacramento
   • Natomas
   • 250+ people attended

Direct Public Presentations:
   More that 60 presentations to
   neighborhood associations, State
   agencies, business associations,
   major carriers and civic groups
                             Truck Driver Outreach

    Why so important?
    Each big rig truck takes the place of 4 cars
   Outreach included:
   • Ads in CalTrux Magazine
   • Article in CalTrux
ch big rig truck takes the place of 4 cars:
   • Flyers and Fact Sheets:
       o Hand-delivered to all
         truck stops in a 30-mile
       o Mailed to another 59
         truck stops from LA to
              Governor’s Executive Order
           Press Conference – May 16, 2008
Announced Governor’s Order Encouraging Transit Options

Speakers and Partners:
   • Director Kempton
   • Cal EPA
   • U.C. Davis
   • Chevron
Key Messages:
   • Encouraged transit options
   • Announced research project
     to study traffic effects

   Press Coverage:
   • All local news radio & TV
     Sacramento Bee,
     Sacramento Business Journal
                                            Will Kempton, director
                                   California Department of Transportation
Media Relations During the Project
          • Caltrans spokesperson Mark Dinger, made
            himself available to the media from 4:30am
            to 11pm, 6+ days a week.
          • Caltrans staff issued:
              o More than 20 news releases
              o Media updates before every new closure
                and during each day of a closure
             Media Relations During the Project
                                              • 6 interviews on Community Affairs
                                                programs including KFBK, KXJZ, Y92
                                              • 4 Press Conferences at key completions
                                              • Daily communication meetings with C.C.
                                                Myers’ Media Consultant, Beth Ruyak, to
                                                clarify messages and come up with story

Clint Myers, CEO – C.C. Myers Inc.; with
     Will Kempton, director - Caltrans

                     Beth Ruyak – C.C. Myers Inc.
                    consulting with Caltrans engineer
             Documentary Project
                KVIE – PBS

Special Access for Local PBS Documentary Project
                       • Historical value
                       • Advance planning
                       • Safety requirements
                       • Extended shoot schedule
                       • End result
      Freeway Re-Opening
Press Conference – July 28, 2008

    Announced: All lanes re‐opened
                         Speakers Included:
                            • Director Kempton
                            • Contractor C. C. Myers
                            • Project Engineers
                         Press Coverage:
                            • KCRA Channel 3
                            • News 10
                            • Fox 40
                            • Univision
                            • Sacramento Bee
                            • KFBK radio
                            • KXJZ radio

How successful was the
                              News Coverage
Newspapers Articles:
•Sacramento Bee: More than 56 stories
Articles appeared prior to the project start, before each closure, at the completion of
stages and each day during closures. Nearly all stories ran on front page or Metro
page 1. The campaign made the front page on 3 out of 4 sections of the Bee on
Mon. 6/16/08
•Sacramento Business Journal:
4 stories, 2 front page
•Capitol Weekly
•San Jose Mercury News
•Modesto Bee
•Woodland Daily Democrat
•Sacramento Union (online)
                      News Coverage

Magazine Stories:
 • Concrete Products Magazine
   (cover story)
 • AGC Constructor (cover story)
 • State of California Supervisors
   Association Magazine
                News Coverage

Editorial Support:
                       News Coverage

Radio:                                               TV:
• KFBK (16 recorded stories, with multiple airings   •   KCRA
  and 50 different readers)                          •   KQCA 58
• KGBY                                               •   News 10
• KSTE                                               •   Fox 40
• V101                                               •   Univision
• KXJX                                               •   KMAX 31
• KUOP                                               •   CBS 13
• And many
                         News Coverage
More than 120 online news stories and blogger reports were posted on:
•   Sacramento Bee
•   Sacramento Business Journal
•   Sacramento Union
•   San Francisco Chronicle
•   San Jose Mercury News
•   KCRA Channel 3
•   Capitol Public Radio
•   CBS 13/CW31
•   Fox 40
•   CBS 5 (Bay Area)

Paid Media Delivered:
•   General Audiences:
    640.7 million gross media impressions

•   Hispanic Audiences:
    33 million gross media impressions

•   Messages on the only area media in Hmong,
    Russian and Lao languages.

Partnership Value:
Partnership contributions, including donated media
value, totaled $918,037.00.
That included more than 7,500 embedded
messages by traffic reporters who referred listeners
to the FixI-5 website during traffic reports.
This increased the effectiveness of the paid media
budget by nearly 800 percent.

Driver Participation on
•More than 1.7 million website visits in 5 months
•More than 6,000 drivers signed up for daily
Fix I-5 email blasts
•More than 3,500 emails to the project in-box
from drivers with questions and comments about the
                         Driver Feedback
    A Sacramento Business Journal survey of readers asked:

            “How bad was the first round of closures
               on I-5 in downtown Sacramento?”

•Awful, it added a ton of time to my daily commute   2%
•Bad, but it could have been much worse              14%
•A mere inconvenience, especially after learning
alternate routes                                     51%
•I-5 was closed, when?                               33%

Most Importantly:
       Thanks to cooperation and support of the
public and the media, a traffic catastrophe was
      • May 30th, as C.C. Myers’ crews were preparing to close
        down the first section of I-5, the chief engineer reported
        only a half dozen cars in a several minute period.
        His response: “You DID it. Everyone knows!”

In many cases, traffic was lighter than normal during the project:
  • Overheard by an employee at the Energy Commission
    discussing how much lighter the traffic was than normal:
             “I wish they’d fix I-5 more often!”
Thanks to the hard work by Caltrans, C.C. Myers, Inc., suppliers,
subcontractors, our partners and the cooperation of the public, the
Interstate was re-opened to traffic in both directions in just 37 work
days – despite delays due to unexpectedly thick concrete
demolition, smoky air and extremely high heat.
                         FixI-5: DONE!

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