Arkansas combines best practices for an innovative Interstate Rehabilitation Program.
So, you think you might complete the rehabilitation of 380 miles (612 kilometers) or 60 percent of your state's interstate highways in five years? No way! You also think you can come up with some creative financing Creative Financing is a term used widely amongst real estate investors to refer to non-traditional means of real estate financing, or financing techniques not commonly used. to do this. Probably not. On top of that, you think you can do this with the approval of the voters in your state. Really no way/And finally, you think you might receive honors for this innovative program -- five awards in the first seven months of the program. Highly unlikely.
Actually, the big news is that the Arkansas State Highway and Transportation Department The Arkansas State Highway and Transportation Department (AHTD) is a state government organization in charge of maintaining the transportation infrastructure of the U.S. state of Arkansas. (AHTD AHTD Arkansas State Highway and Transportation Department
AHTD Association for High Technology Distribution ) is making this all happen through its Interstate Rehabilitation Program Noun 1. rehabilitation program - a program for restoring someone to good health
program, programme - a system of projects or services intended to meet a public need; "he proposed an elaborate program of public works"; "working mothers rely on the day care (IRP See Interest rate parity line. ) and the accompanying "Pave The Way" information and safety campaign. The department has put together numerous best practices -- in financing, project management, construction, and communications that together create a compelling model for tackling a project of this scope.
What isn't news is aging interstate highways with surfaces in need of repair, bridges in need of improvement to withstand today's load requirements, and limited resources to begin those repairs. As many of our country's interstate highways get on in years, state departments of transportation are searching for answers to a host of interstate rehabilitation issues.
Because Arkansas was the first state to complete its original allotment of interstate highway miles, the Arkansas Highway Commission and AHTD faced the problem of needing to rehabilitate some of the oldest interstate highways in the United States United States, officially United States of America, republic (2005 est. pop. 295,734,000), 3,539,227 sq mi (9,166,598 sq km), North America. The United States is the world's third largest country in population and the fourth largest country in area. . Designed to accommodate the country's revived commerce in the post-World War II era, Arkansas interstate construction began in the early 1950s and was completed in the mid-1970s. More than 30 years of wear and tear resulted in one of the roughest interstate systems in the country.
Arkansas' Creative Financing
Finding a solution to the funding problem presented the first and most challenging obstacle. The cost for the state's original 542-mile (872-kilometer) interstate system An interstate system can refer to
As in most states, Arkansas had used the "pay-as-you-go" method of regular road maintenance and rehabilitation, and the state repaired only what they could afford in each annual budget. But with a program of this size, this method just wasn't an option.
By conducting research into past and present methods, the department identified several previously successful concepts, developed a few new ones, and built an innovative program for Arkansas. Critical issues involved overcoming financial constraints, determining what rehabilitative methods would be used, addressing work schedules, and communicating with the public.
For the Arkansas program, the innovation is in the mix or combination of previously established processes and procedures. By combining these "best practices" into a single program, Arkansas IRP has become a model program.
AHTD's problem-solving strategies for funding began with a review of preferred financial practices; however, the agency also developed a few new and innovative ones along the way. Officials soon realized that participation and cooperation from several groups, including federal and state governments as well as the public, were needed for a project of this magnitude.
The department recognized that this issue needed to go to a higher level and involve the governor, state legislature A state legislature may refer to a legislative branch or body of a political subdivision in a federal system.
The following legislatures exist in the following political subdivisions:
In early 1998, the Arkansas Highway Commission began exploring the use of Grant Anticipation Revenue Vehicle (GARVEE GARVEE Grant Anticipated Revenue Vehicle (debt financing instruments for state highways) ) bonds for the rehabilitation project. These bonds may be retired with future anticipated federal funds Federal Funds
Funds deposited to regional Federal Reserve Banks by commercial banks, including funds in excess of reserve requirements.
These non-interest bearing deposits are lent out at the Fed funds rate to other banks unable to meet overnight reserve in a "buy now, pay later" payment arrangement.
In that same year and at the request of the Arkansas Highway Commission, Gloria Jeff, the deputy administrator of the Federal Highway Administration The Federal Highway Administration (FHWA) is a division of the United States Department of Transportation that specializes in highway transportation. The agency's major activities are grouped into two "programs," The Federal-aid Highway Program and the Federal Lands Highway (FHWA FHWA Federal Highway Administration (US DoT) ); Jack Basso, the chief financial officer for the U.S. Department of Transportation; and David Seltzer David Seltzer, born 1940 into a conservative Jewish family in Highland Park, Illinois, is an American screenwriter, producer, and director who is perhaps best known for having written The Omen. , an FHWA innovative financing specialist, came to Arkansas to brief the commission on innovative financing opportunities. In early 1999, another FHWA innovative financing specialist, Max Inman, was invited to speak to the legislature on financing issues.
With the support of the governor, the 1999 legislature expressed a desire to provide funding for all roads All Roads is a 2001 interactive fiction game by Jon Ingold that placed first at the 2001 Interactive Fiction Competition. It also won the XYZZY Awards for Best Game, Best Setting and Best Story and was nominated for Best Individual Puzzle and Best Writing. -- not just interstate highways. The legislature passed phased-in increases for a three-cents-per-gallon gas tax over three years and a diesel tax of four-cents-per-gallon over two years. Legislators also authorized the Highway Commission to sell GARVEE bonds subject to a vote by the public. Gov. Mike Huckabee This article or section contains information about one or more candidates in an upcoming or ongoing election.
Content may change as the election approaches. campaigned for the program and made interstate rehabilitation a major part of his state infrastructure and roadway agenda.
Voters, no doubt tired of driving on interstate highways in poor condition, approved the bond program in June 1999. The approval ratio was an overwhelming 4-to-1.
Under the voter-approved Interstate Rehabilitation Program, the Arkansas Highway Commission was authorized to sell up to $575 million in GARVEE bonds to provide financing.
The commission issued the initial bonds through a competitive sale, in which the buyers (investment banks The following is a list of investment banks Financial conglomerates
Large financial-services conglomerates combine commercial banking and investment banking, and sometimes insurance. ) bid by specifying the rate or yield that they would accept and the state may accept or reject the bid. Throughout the multiyear program, the commission will evaluate each successive sale independently to determine whether a competitive or negotiated sale is appropriate. In a negotiated sale, the state selects a buyer and works with the buyer to determine the market rate or yield.
Using a tried-and-true practice for bidding, AHTD decided to adopt the A+B bidding process for the rehabilitation program. A+B bidding is a cost-plus-time bidding procedure that selects the lowest bidder based on a contractor's bid for the cost of a specific project (A) and the time needed to complete the project or, as in this case of rehabilitation rather than construction, the contractor's estimate of the number of days during which lane closures will occur (B). To determine a total bid, AHTD assessed an additional "cost per day" for the inconvenience to motorists, multiplied this assessment by the number of days of lane closures, and added this amount to the contractor's bid.
A Great Combination of Well-Researched Rehabilitation Methods
With funding established and a strong bidding process in place, AHTD set out to meet the second challenge of finding the best ways to repair interstate highways that were constructed of reinforced, jointed concrete 9 to 10 inches- (23 to 25 centimeters-) thick. After years of patching and overlaying on portland cement portland cement
Binding agent of present-day concrete. It is a finely ground powder made by burning and grinding a limestone mixed with clay or shale. Its inventor, Joseph Aspdin (1799–1855), patented the process in 1824, naming the material for its resemblance to the concrete pavement (PCCP PCCP Physical Chemistry Chemical Physics (Journal)
PCCP Portland Cement Concrete Pavement
PCCP Prestressed Concrete Cylinder Pipe
PCCP Potential Conflict to Cooperation Potential
PCCP Percutaneous Compression Plate ), the roadways continued to deteriorate because of the increase in traffic and heavy loads as well as an unstable base. AHTD had to find a better way.
Using information gathered by AHTD officials and FHWA and by drawing on past experiences and positive outcomes in a few recent projects, AHTD identified a solution for the rehabilitation project. They opted to use "rubblization" as one method of rehabilitation.
Rubblization is a construction technique in which deteriorating PCCP pavement is broken into 2- to 6-inch (5- to 15-centimeter) pieces to become a base for a hot-mix asphalt overlay. Besides its performance characteristics, this process was chosen for two other important reasons: it saves time and money.
By using rubblization, there is no need to haul unused material to another site or recycle the old concrete pavement. Also, the rubblization machine, a resonant-frequency pavement breaker, moves quickly at a production rate of approximately one lane-mile (1.6 lane-kilometers) per day. Fewer days, fewer contracted employees, and fewer pieces of equipment all add up to reduced costs.
Another reason for using rubblization is that the crushed PCCP base reduces the chance that cracks, joints, and other defects will reflect through the asphalt overlay and negatively affect performance.
"The rubblization process actually makes the base an interlocked matrix of pieces as you break the concrete," said Bob Walters, AHTD chief engineer. "It functions much like a jigsaw puzzle with broken pieces fitting together in a pattern."
The six-step rehabilitation process includes setting up the work zone, installing underdrains, rubblizing, rolling the rubblized surface, paving or overlaying, and smoothing the surface.With each step, AHTD found that conducting research and reviewing improved practices pay off in the long run.
"Developing extensive quality-control methods in a new state-of-the-art, materials testing Articles on Materials testing include:
Setting Up Work Zones
Innovation played an important part in the Arkansas IRP work zones. Every work zone of the construction program used many of the same techniques to provide consistency for the traveling public.
One of the techniques is to have traffic merge to the left lane initially regardless of which side of the road is under construction. For lane closures, traffic is first diverted to the left and then gradually directed by strategically placed barrels and arrow signs to the appropriate lane. Repeating this pattern for motorists helps them quickly recognize what to do when approaching IRP projects throughout the state. "Merge Left" warning signs are located two miles (3.2 kilometers) before the actual work zone. "Merge Now" reminders are posted one mile (1.6 kilometers) out and again with enforceable "No Passing Zones" at 1500 feet (about 460 meters) before the lane closure.
Projects are worked either one lane at a time with traffic adjacent to the work or both lanes simultaneously on one side of the interstate while the other side carries traffic in both directions.
Other communication means being used to increase work-zone safety and reduce congestion The condition of a network when there is not enough bandwidth to support the current traffic load.
congestion - When the offered load of a data communication path exceeds the capacity. include variable message signs, an extensive network of highway advisory radio To read about HAR in biology, see human accelerated regions.
Highway advisory radio (HAR), sometimes also called travelers' information stations (TIS stations, use of speed-detection trailers, visible presence of Arkansas Highway Police, and an intense public information and education campaign.
AHTD offers a laundry list laundry list A popular term for a long list of Sx, diseases, or etiologies that share something in common–eg, differential diagnosis of acute abdomen of "what we learned." One item is the department's renewed emphasis on effective subsurface drainage.
AHTD engineers revised the department's underdrain materials and design, and they instituted video inspection to ensure a properly functioning system. This provides a dry base material to improve pavement performance. AHTD also specifies that contractors roll the rubblized surfaces with a 10-ton (9-metric ton) vibratory vibratory /vi·bra·to·ry/ (vi´brah-tor?e) vibrating or causing vibration.
vibrating or causing vibration; vibritile. roller to consolidate the rubblized PCCP before paving.
In addition, they also learned that string-line usage was very important to ensure successful paving. A string line is also called a grade line, and it is an erected string or wire line used to establish a reference to control the paver's screed, which is the part of an asphalt paver that smoothes and compacts the asphalt mix. Setting string-line profiles based on the profile of the old PCCP will not provide the proper thickness or ride quality for the new surface. Therefore, the contractor must submit profile grades that meet the overlay thickness requirements and provide a smooth pavement surface profile. The designed thickness of the asphalt surface ranges from 11 to 12 inches (28 to 30 centimeters) and consists of 440 to 550 pounds (200 to 250 kilograms) per square yard (0.84 square meter Noun 1. square meter - a centare is 1/100th of an are
centare, square metre
area unit, square measure - a system of units used to measure areas ) of base course, 330 pounds (150 kilograms) per square yard of binder course, and 440 pounds per square yard of surface course. The base mix is composed of 1.5-inch (almost 4-centimeter) top-size aggregate, a binder mix that has a 1-inch (2.5-centimeter) top size, and finally a surface mix with a 0.5-inch (1.27-centimeter) top size.
To ensure a smooth ride, AHTD contracts also offer smoothness incentives of up to 3 percent and disincentives of up to 4 percent of surface cost by measuring the accumulation of surface irregularities. Contractors measure ride quality on not only the finished surface, but on every lift of the asphalt overlay. By doing this, a problem area is identified early and can be dealt with right away. Contractors use lightweight profilers traveling at speeds of 15 miles per hour (25 kilometers per hour) to measure the ride quality of the asphalt overlay to meet specifications required by AHTD.
AHTD also seized the opportunity to incorporate procedures and new products that were not available when the original interstate highways were built. Rumble strips on the shoulders, reflective pavement striping Interleaving or multiplexing data to increase speed. See disk striping.
striping - data striping that is designed to be highly visible under rainy conditions, and plowable pavement markers are also included in the IRP projects.
AHTD is also doing some full-depth reconstruction and replacement with concrete pavement. This technique is being applied both on high-volume, high-truck-traffic urban interstate highways where new lanes are being added and in areas with weak subgrade sub·grade
The level layer of rock or earth upon which the foundation of a road or railway is laid. conditions.
Arkansas is on its way to much smoother motoring ahead.
Communicating to the Public
As Arkansas' Interstate Rehabilitation Program began, AHTD encountered its third obstacle -- communicating with the people of Arkansas at a level of targeted communications never before undertaken by AHTD.
Voters approved the rehabilitation of 60 percent of the interstate highway surface in the state in a mere five years. Traditionally, the state has repaired about 12 to 15 miles (20 to 25 kilometers) of interstate each year, but this project multiplied that number eight times and required that approximately 125 miles (201 kilometers) be under construction each year to meet the compressed schedule of five years. Because construction takes more than one year, the projects overlap, and thus, it requires the reconstruction of about 125 miles per year to reconstruct the entire 380 miles in five years.
Maintaining public support as motorists experience an unprecedented number of work zones and keeping the public informed about the depth, time frame, repair methods, safety issues, and progress of this multiyear project would be extremely challenging. Turning again to a solid business practice model, AHTD began the search for a communications agency.
The Highway Commission wanted to hire a partner that would extend resources and provide valuable communications expertise. Bringing this partner to the table early on was a very good decision. Having a communications partner to help plan, guide, and assist in implementation of the huge public education and statewide media relations component of this campaign was a top priority.
Thoma Thoma Creative, a full-service marketing and communications firm in Little Rock, was hired in 2000 to develop a program that would communicate all the elements of the campaign with all identified audiences.
Thoma Thoma began the process by identifying the audience and evaluating their understanding of the overall project. A survey quickly discovered that the public had voted for a program that they understood was badly needed but knew little or nothing about. In other words Adv. 1. in other words - otherwise stated; "in other words, we are broke"
put differently , they had no idea of the level of construction activity that they would be facing over the next five years.
"We discovered that the audience was split into two groups: one traditional and the other what professional communicators refer to as a nontraditional audience -- or inaccessible by traditional methods," said Martin Thoma, chief executive officer of Thoma Thoma. "The two audiences were the statewide Arkansans who could be reached in their homes before they traveled and an audience of out-of-state and trucking industry motorists who must be reached on the road. The challenge became how to reach an audience from everywhere who were already in their vehicles driving the interstate highways."
With the help of an advisory board of statewide municipal, hospitality, emergency management, and business leaders, AHTD staff and Thoma Thoma developed a multilevel campaign called "Pave The Way." The campaign has won national awards for its creative format for offering information and enhancing safety as well as for its innovative distribution methods.
IRP advisory board members represent everyone from the Arkansas State Chamber of Commerce to the Arkansas Trucking Association and the travel and tourism industry. And they not only provided input to the program and the communications campaign, but they also helped distribute the messages through their own publications and presentations.
Throughout the campaign, the message is laced with a strong emphasis on safety with materials addressing the subtheme of "Think Ahead." The message focuses on thinking:
* Years ahead about the improved roads that motorists will enjoy.
* Hours ahead to use Pave The Way tools to build enough extra time into their travel plans.
* Minutes ahead to merge left for safe entry into a construction zone.
* Seconds ahead to antici-pate rapidly changing traffic conditions.
For the audience planning a trip or needing up-to-date information, a Web site, www.arkansasinterstates.com, was developed. Full of user-friendly information, the Web site offers everything from recent travel times between major cities to printable maps showing active construction zones and lane closures. It also includes downloadable information in the site's Resource Center with everything from printed materials, Web links, and prewritten newsletter articles to logos and graphics. The regularly updated Press Room also keeps the media engaged with easy-to-access updates and photographs.
A monthly electronic newsletter is sent via fax or e-mail to subscribers who have requested progress updates. The advisory board, tourist information tourist information - Information in an on-line display that is not immediately useful, but contributes to a viewer's gestalt of what's going on with the software or hardware behind it. centers, and other statewide partners distribute prewritten articles, traditional brochures, posters, and other materials. Humorous radio spots were designed to catch and keep the interest of the audience.
Motorists behind the wheel are informed about real-time conditions through an innovative combination of variable and standard signs, highway advisory radio (HAR), commercial radio, and intelligent transportation systems (ITS). On several of the projects, real-time data come from sensor-based systems that identify traffic backups and current speed levels. A statewide network of 12-foot by 24-foot (3.65-meter by 7.3-meter) roadside signs announce "There's a Whole Lot of Paving Going On" and encourage motorists to tune their car radio to one of eight Pave The Way HAR stations that warn of construction projects ahead.
In heavily populated areas of the state, AHTD's roving Motorist Assistance Patrol functions as a frontline public relations public relations, activities and policies used to create public interest in a person, idea, product, institution, or business establishment. By its nature, public relations is devoted to serving particular interests by presenting them to the public in the most staff by moving vehicles safely off the roadway to keep traffic moving. Helping stranded motorists call for help, arranging for a tow, replenishing fuel, changing tires, restarting vehicles, extinguishing fires, or rendering first aid are all a part of keeping interstate motorists on their way.
Results and Awards
Documenting results is also part of AHTD's list of best practices and a vital part of research. Thoma Thoma is following the media involvement closely and reports the following media coverage since the campaign was launched in April 2001:
* More than 2,500 column-inches of print coverage in newspapers statewide with more than 21 IRP stories in Arkansas' largest statewide newspaper, which reaches 189,000 readers.
* More than an hour of statewide television coverage with stories ranging from the launch of the Pave The Way campaign to the opening of new construction zones.
* More than 4,000 subscribers to the monthly Interstate Update electronic newsletter.
* More than 260 column-inches of coverage in specialty publications Specialty Publications is an American publisher of gay erotic material. Their 'Men' Magazine has been the #1-selling gay male erotic magazine for over 25 years. Magazines
* More than 75,000 visits to the AHTD Pave The Way Web site.
* Web stories and links to a multitude of informational partners, including the sites of all statewide affiliated television stations.
* A nine-to-one leverage for radio spots through the use of the Arkansas Broadcasters Association's Non-Sustaining Commercial Announcement (NSCA NSCA National Systems Contractors Association
NSCA National Strength & Conditioning Association
NSCA National Society for Clean Air and Environmental Protection (UK)
NSCA National Street Car Association
NSCA Nebraska Sprint Car Association ) program.
AHTD believes that the national and regional awards that this program has received indicate that others also think the program is progressive, innovative, and results-oriented. The campaign or specific components have been recognized by the American Road Transportation Builders Association (ARTBA ARTBA American Road and Transportation Builders Association ), the National Safety Council (NSC NSC
National Security Council
Noun 1. NSC - a committee in the executive branch of government that advises the president on foreign and military and national security; supervises the Central Intelligence Agency ), and the American Association of State Highway and Transportation Officials (AASHTO). AASHTO presented a national "Public Affairs Those public information, command information, and community relations activities directed toward both the external and internal publics with interest in the Department of Defense. Also called PA. See also command information; community relations; public information. Skills Award" to AHTD, and in December, the Pave The Way campaign was awarded the AASHTO "President's Award for Highway Safety" as an exemplary highway department communications effort with the potential for national as well as regional impact.
Based on the criteria for these awards, the campaign was judged to be outstanding in its originality and innovation, effectiveness, measurable performance goals, sound budget, targeting of appropriate audiences, level of promotional effort, value to the industry, and ability to be replicated.
The campaign has held its own in competition with others outside of the transportation industry. It won the "Bronze Quill Award of Excellence," presented by the International Association of Business Communicators The International Association of Business Communicators (IABC) is a leading association for public relations professionals. IABC has about 14,000 members in more than 100 chapters in 70 countries.
Its headquarters are located in San Francisco, California, United States. for the best statewide public affairs campaign.
AHTD and FHWA officials, anxious to share what they have learned during the Interstate Rehabilitation Program, hosted the Arkansas Interstate Rubblization Showcase on June 5 and 6, 2001. Approximately 240 participants from 17 states attended the program that included presentations held at Arkansas Tech University This article or section is written like an .
Please help [ rewrite this article] from a neutral point of view.
Mark blatant advertising for , using . and a demonstration of the rubblization process on an Interstate 40 project near Russellville, Ark.
For more information about Arkansas' award-winning Interstate Rehabilitation Program and the accompanying Pave The Way information and safety campaign, visit www.arkansasinterstates.com or contact the AHTD Public Affairs Office via telephone at (501) 569-2227 or by e-mail at email@example.com.
RELATED ARTICLE: Driving Your Message Home.
Martin E. Thoma
Imagine tearing up and rebuilding 60 percent of your state's interstate highways in a period of just five years. A recipe for gridlock Gridlock
A government, business or institution's inability to function at a normal level due either to complex or conflicting procedures within the administrative framework or to impending change in the business. , road rage See Web rage. , and public outcry? Perhaps, but with expert communications planning, you can mitigate much of the anger, dismay, and frustration of your traveling public.
Research shows that motorists have a fairly fatalistic fa·tal·ism
1. The doctrine that all events are predetermined by fate and are therefore unalterable.
2. Acceptance of the belief that all events are predetermined and inevitable. attitude about traffic -- they tend to "frown and bear it." Any information, however, helps reduce blood pressure -- even if it doesn't give them an alternate route An official alternate route is a bannered highway that provides an alternate alignment for a highway. Originally, the term for these routes was "optional"; but in 1959, the designation became alternate. or other actionable information.
Here are several rules of thumb that were helpful in creating Arkansas' award-winning "Pave The Way" public information and safety awareness campaign.
Do Your Homework
Research is important in any communications undertaking. Know your audience and gain insights into how and what they think.
We conducted a survey of 400-plus motorists on Arkansas' interstate highways. This poll told us about their preferred methods of receiving information and provided a benchmark against which to measure future progress. The study also revealed a breathtaking lack of awareness about the scope, duration, and location of this massive road rehabilitation. We knew we had our work cut out for us.
Start out on the offensive and never let up. Push out information through every conceivable vehicle and for every possible circumstance.
News events were conducted for the program launch, multiple sign unveilings, and job completions. News releases were broadcast with holiday travel advisories, sports travel advisories, and progress updates.
If the media gets ahead of you and you start reacting, it will take a long time to turn the situation around. The best defense is a good offense. Keep the information flowing outward.
Arkansas "went public" in a news conference announcing the information program and with a massive regionwide mailing to officials, opinion leaders, law enforcement officers, and media. About six weeks later when the press started covering a particular work zone that was beset by fatal crashes, AHTD public affairs officials had an extensive library of graphics, background information, and safety tips for the media to share with the public. Any potential backlash was preempted because it was clear that AHTD was doing everything possible to inform the public and to encourage safe driving through work zones on interstate highways.
Take Some Risks
Don't be afraid to use humor or a light touch. One can't be glib or flippant flip·pant
1. Marked by disrespectful levity or casualness; pert.
2. Archaic Talkative; voluble.
[Probably from flip. when talking about subjects such as preventing crashes and saving lives, but experience shows that a little humor goes a long way.
Billboards at the entry points to the state announce, "There's a Whole Lot of Paving Going On." A subhead sub·head
n. In both senses also called subheading.
1. The heading or title of a subdivision of a printed subject.
2. A subordinate heading or title.
Noun 1. informs, "8 work zones next 120 miles." On the radio, the spokes-characters, "Highway Guy" and "Anita Buckleup" have developed a real following. They're funny, but they have a serious message to convey. The contrast works.
Don't pull punches. Never shrink from telling the public that it's going to get hairy out there. When you've got a peak of 300 miles (500 kilometers) of interstate highway rehabilitation under contract at one time (summer 2002), there's no use pretending that there won't be delays, problems, and inconvenience. So don't sugarcoat sug·ar·coat
tr.v. sug·ar·coat·ed, sug·ar·coat·ing, sug·ar·coats
1. To cause to seem more appealing or pleasant: a sentimental treatment that sugercoats a harsh reality.
There is a reason for all this construction. Arkansas' interstate highways have repeatedly been voted the worst in the country. In 1999, Gov. Mike Huckabee lobbied aggressively for this program, and the public voted overwheimingly for it. The light at the end of the tunnel is an interstate highway system that will be second to none in the United States. We never miss an opportunity to remind our motorists of that.
Hit the Road
Traditional media planning fails miserably when confronted with a communication problem of this nature. There is not a target audience that can be defined by conventional demographics. They don't live anywhere in particular, they don't have a certain household income, they don't have a particular musical taste. They are simply those who drive or ride on the interstate highways now or will in the future.
So a blend of off-the-road and on-the-road communications was used to reach motorists both before they travel and after they set out.
Variable message signs, highway advisory radio, rest stop posters, brochures distributed in tourist information centers, and billboards in the highway right-of-way reach motorists that are underway. Media events and news releases, the World Wide Web, brochures, speeches, and advertisements help give motorists fair warning of what they may encounter.
The success of this program has been a result of the concerted use of both strategies.
Get Partners Involved
Nobody has all the answers, and no single department or group can do everything. We've actively sought out groups and individuals to partner with us in getting our message out.
One very effective tool has been an advisory board representing state law enforcement, public officials, media, travel and tourism, transportation, construction, and business. This group has not only been instrumental in shaping communication efforts, it has actively pitched in and told the story, inserting articles in newsletters, mailing brochures to their members or constituents, and sharing mailing lists.
We're currently developing an informational tool kit for use by trucking company safety departments, large-employer human resources personnel, and others with an interest in advocating safe travel on interstate highways.
Get Out Of The Box
Getting to people where they drive means thinking about nontraditional approaches. Consider placemats for truck stops and restaurants along the way. Or ads placed on gas pumps or pump handles. Create tie-ins to businesses on alternate routes. Ask your state tourism development office to develop tourist guides to places off the beaten path. Ask media, travel, and weather sites and other state departments to link to your Web site. Make "Road Gear" merchandise (t-shirts, baseball caps, travel mugs, etc.) with your logo and sell it or give it away. The possibilities are limited only by your own creativity.
Arkansas was the first state to complete its allotment of federal interstate highways; so, the interstate highways in Arkansas were the first to wear out all at once. If you're next, don't forget to build public support while you're building roads.
Martin E. Thoma is a principal with Thoma Thoma Creative, the marketing and communications firm behind AHTD's award-winning "Pave The Way" public information campaign. Thoma is a graduate of the University of Arkansas The University of Arkansas strives to be known as a "nationally competitive, student-centered research university serving Arkansas and the world." The school recently completed its "Campaign for the 21st Century," in which the university raised more than $1 billion for the school, used at Fayetteville with a degree in journalism and has owned Thoma Thoma Creative since 1991.
Dan Flowers is the director of the Arkansas State Highway and Transportation Department. He is a licensed professional engineer. He began his career with AHTD in 1969 and became the director of highways and transportation in 1994. Flowers currently directs all planning and implementation of the state's Interstate Rehabilitation Program. He has a degree in civil engineering from the University of Arkansas at Fayetteville. Flowers is past president of the Southeastern Association of State Highway and Transportation Officials and of the American Association of State Highway and Transportation Officials in 1998. He chaired the AASHTO Subcommittee on Design from 1993 to 1995 and the Standing Committee on Highways from 1995 to 1997. He also served as the 1997-1998 AASHTO vice president.
Sandra L. Otto is the division administrator (DA) of the Arkansas Division of the Federal Highway Administration. She is a licensed professional engineer and has been employed by FHWA since 1987. Since 1995, as assistant DA and as DA, she has been responsible for administering the federal-aid highway program in Arkansas. Otto has a bachelor's degree in civil engineering from Montana State University and a master's degree from The George Washington University in public administration with a specialty in environmental management and public policy. She is a member of the American Society of Civil Engineers (ASCE ASCE
American Society of Civil Engineers ), and she chaired ASCE's Environmental Quality Standing Committee (Highway Division). In 2000, Otto was named Arkansas Federal Woman of the Year. Otto and the Arkansas FHWA team actively support the AHTD staff in planning and implementing the current Interstate Rehabilitation Program.