511 Sponsorship: The Georgia Perspective Hugh Colton, on, TMC C - - PowerPoint PPT Presentation

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511 Sponsorship: The Georgia Perspective Hugh Colton, on, TMC C - - PowerPoint PPT Presentation

Feb 10, 2023 185 likes •358 views

511 Sponsorship: The Georgia Perspective Hugh Colton, on, TMC C Ope perati rations ons Manager er Georgia Department tment of Transpor sportati ation on Background 511 was not Georgias first traveler information venture

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SLIDE 1

511 Sponsorship: The Georgia Perspective

Hugh Colton,

  • n, TMC

C Ope perati rations

  • ns Manager

er Georgia Department tment of Transpor sportati ation

  • n
slide-2
SLIDE 2

Background

  • 511 was not Georgia’s first traveler

information venture

  • GDOT established *DOT in 1996 to

coincide with Olympics in Atlanta

  • *DOT provided live operators 24/7
  • Generated thousands of calls, produced

die-hard fans

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SLIDE 3

About Meridian

  • Meridian Environmental Technology

chosen

  • Meridian developed #SAFE, the

model for 511 national guidelines

  • Deployed #SAFE, and later, 511

across eight states

  • Contract signed with GDOT July 2006
  • GA 511 launched August 2007
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SLIDE 4

Data Sources

  • NaviGAtor: Georgia’s ITS
  • Large amount of real-time

traffic data

  • Current: 240 miles full

coverage

  • Traffic.com coverage:

Current and future

  • Inrix coverage: Current and

future

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SLIDE 5

Increase in Calls to 511

2861 3908 4706 5374 2000 3000 4000 5000 6000 FY 2008 FY 2009 FY 2010 FY 2011

Avg Daily Call Volume

CY 2008 CY 2009 CY 2010 CY 2011

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SLIDE 6

Alternate Funding Sources

  • Record budget shortfalls, gas

tax collections down

  • GDOT no stranger to

sponsorship (HERO)

  • 2009: GDOT issues RFQ to

develop sponsorship model for GA 511

  • Model provides 511 service at

no cost to GA taxpayers with potential GDOT revenue share

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SLIDE 7

Best Practices

  • Do not own and operate your own 511

system

  • Use a contractor with offsite

solutions to eliminate maintenance cost to DOT

  • Hand over to contractor day-to-day
  • perations, website, and highway

signs

  • Establish a Governance Board
  • Avoid contentious sponsors like

alcohol, attorneys, gambling

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SLIDE 8

Sponsorship Model

Website Signs Mobile App 511 Audio Messages

“Messaging in Motion”

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SLIDE 9

Mobile App

  • By the end of 2012 GDOT will have new

iPhone and Droid Apps, that will include MyNaviGAtor personalized facilities.

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SLIDE 10

Digital Couponing

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SLIDE 11

Georgia-NaviGAtor.com, 511GA.org

  • 200,000 visitors per month
  • #1 Google search for “Georgia

Traffic”

  • Ads on every page
  • Sourced directly by sponsors

and Google, revenue based on ad click-throughs

  • New website will be launched

in late 2012

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SLIDE 12

511 Signs

  • 1,000 locations statewide
  • Must adhere to MUTCD

Section 2H.08

  • DOTs are urged to develop

their own acknowledgement policies

  • Acknowledge the sponsor;

don’t advertise

  • Make policies open-ended,

not specific to 511

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SLIDE 13

511 Signs

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SLIDE 14

Overall Experience

  • Challenging
  • Lots of meetings and phone calls

to ensure FHWA compliance

  • Sponsorship was new to FHWA;

various interpretations of rules and guidelines

  • Other states can learn from GA’s

model

  • GDOT and taxpayers have

received 511 services at no cost since November 2009

  • 33 months in: Moving well overall
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SLIDE 15

What Others Can Learn

  • What is the value of your asset?
  • How to value one asset without devaluing another
  • Naming rights to 511 service and website
  • Bundle 511 sponsorship with a more traditional outlet
  • This is not a static environment, technology is moving very

quickly

  • Waze
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SLIDE 16

Hug ugh Colton

  • n

hco colton@

  • n@do

dot.ga.go t.ga.gov

Questions?