Research to Assess Branding and Marketing Needs for DelDOT TMC’s Real-Time Traveler Information System
| Author(s) | DeCoursey, William J. | |
| Author(s) | Scott, Marcia S. | |
| Author(s) | Pragg, Sarah | |
| Author(s) | Kirschling, Neil W. | |
| Author(s) | Heath, Geoffrey A. | |
| Author(s) | Inman Perry, Rebekah | |
| Date Accessioned | 2018-06-11T15:35:15Z | |
| Date Available | 2018-06-11T15:35:15Z | |
| Publication Date | 2014-06 | |
| Abstract | The Delaware Department of Transportation (DelDOT) Transportation Management Center (TMC) is well regarded for its state-of-the-art Integrated Transportation Management System (ITMS), which emphasizes integration and management equally to its deployment of advanced technology. A variety of technologies are used to provide real-time traveler information to help maximize operational capacity of Delaware’s heavily traveled roadways and help motorists make informed decisions about choosing and planning the best trip routes. Real-time traffic information and traveler alerts are provided via DelDOT’s website, traveler advisory radio station, and social media sites. In November 2012, DelDOT introduced its free mobile application, which is available to both Android and Apple iOS users. At present, the real-time traveler information application (DelDOT App) is most suitable for pre-trip planning. In addition to providing real-time traveler information, the app features DelDOT news, events, streaming traffic cameras, live traffic advisories, weather information, and radio traffic broadcasts. While the launch of the DelDOT App was promoted via the DelDOT website and press releases, the agency expressed concern that the traveling public lacked sufficient awareness of the app. The Institute for Public Administration (IPA) at the University of Delaware was enlisted to conduct research to assess marketing needs for the DelDOT App. The goal of this study is to craft a comprehensive marketing plan that meets the needs of its target markets. Outcomes of this study may be incorporated into TMC’s strategic plan update and may guide opportunities to guide future investments, leverage resources, and expand marketing/branding strategies to enhance use of real-time traveler information technology. | en_US |
| Sponsor | Delaware Department of Transportation Transportation Management Center | en_US |
| URL | http://udspace.udel.edu/handle/19716/23556 | |
| Language | en | en_US |
| Publisher | Institute for Public Administration | en_US |
| Part of Series | IPA;422 | |
| Keywords | DelDOT | en_US |
| Keywords | DelDOT TMC | en_US |
| Keywords | transportation policy | en_US |
| Keywords | transportation technology | en_US |
| Keywords | transportation technology | en_US |
| Keywords | transportation applications | en_US |
| Title | Research to Assess Branding and Marketing Needs for DelDOT TMC’s Real-Time Traveler Information System | en_US |
| Type | Technical Report | en_US |