Caltrans "Fix I-5"

Our first priority with this project was to create a strong, informative, and relatable brand that cast a positive image for Caltrans and the project – not images of stopped traffic. The campaign accomplished this by naming the project “Fix I-5,” a short and easily-remembered brand that focused on the proactive goal of the venture. The centerpiece of the campaign was an interactive website, which was designed and maintained by our team.

Background: The project included repairing drainage systems and replacing pavement for the "Boat Section," a three-quarter-mile stretch of Interstate 5 in downtown Sacramento that carries more than 190,000 vehicles each day. The project was originally estimated to take nearly a year with partial lane closures. Instead, Caltrans and contractor CC Myers took the innovative approach of completely closing each side of the freeway in alternating directions, working around the clock over 38 days, and using a new rapid-set slag concrete material. The construction approached dramatically reduced inconvenience to motorists and local businesses while also saving the State $18 million in construction costs. To avert lengthy traffic delays, a region-wide public information campaign was necessary. The challenge was to get daily commuters and truckers to change course so that the work could be done. Without 100% awareness and cooperation, gridlock would have ensued for the entire region.

Services Provided: Caltrans hired our team to produce a comprehensive public outreach campaign that would enlist the public’s help by reducing trips in the region. ProProse created the Fix I-5 campaign and designed FixI-5.com as the source for up-to-date information. We distributed posters and flyers around the region. Our ads ran on TV, radio, bus sides, newspapers, trucking magazines and more. Working with Caltrans we distributed media advisories and press releases, held several press conferences, and engaged in public outreach to local residents and statewide professional truck drivers. Our team developed partnerships with local collaborators and stakeholders, and to support public relations efforts and stretch media dollars we developed strategic partnerships with key media outlets.

Results: Closing the freeway allowed Caltrans and contractor C.C. Myers to fix I-5 in less than 40 days. Drivers got the word and cooperated.

• Fix I-5.com received more than 1.7 million hits and had 6,000 email subscribers during the five month period it was promoted.

• More than 3.8 million trips – 40% of traffic— were diverted. Traffic delays averaged only 5 to 10 minutes and in many cases traffic in the area was lighter than normal. Drivers got the word and cooperated.

• Partners: Added value from media partners was $918,037.00 – more than 8 times the cost of the media. More than 120 local area businesses partnered with the campaign.

• Our team won three awards for the Fix I-5 campaign, including a Gold 2008 Sacramento Public Relations Association CAPPIE Award, a Crystal International Association of Business Communicators Award, and a State Information Officer’s Council Silver Award.

• The campaign is one of the top 10 finalists in the 2009 America's Transportation Awards competition in the category of “On Budget: Enhancing Value,” putting it in the running to receive the top award in October, 2009. This award recognizes Fix I-5 as the most outstanding transportation outreach project in California. Caltrans received over 20 additional awards – making it the most highly recognized project and campaign for District 3. Click HERE to read the Caltrans District 3 "Awards Continue to Roll in for Fix I-5 'Boat Section' Project" newsletter article.
  

KFBK segment on the Fix I-5 Campaign