Engaging the Public Through Print and Web Outreach: How Carmel, Indiana, Uses Innovative Media to Shape Public Perception of Roundabouts

NHTSA · 2011 · ROSA P / United States. Department of Transportation. Federal Highway Administration. Office of Safety

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Summary

This report examines the public outreach strategies employed by the City of Carmel, Indiana, to shape public perception and gain support for the installation of multi-lane roundabouts in an urban setting. The initiative was motivated by the need to manage public reaction to a unique infrastructure project: the construction of elevated, teardrop-shaped roundabouts on the Keystone Parkway. While Carmel had installed over 60 roundabouts since 1996 under the leadership of Mayor Jim Brainard, this specific project required extensive engagement due to its distinct design and location on a major cross-street. The goal was to ensure public support both before construction began and during the build-out phase. To achieve this, the City launched a comprehensive outreach program branded as "Project CarmelLink." Staff initiated outreach approximately 10 to 12 months prior to construction. The strategy utilized a mix of print and digital media, including informational direct-mail postcards sent to local homes and businesses, roundabout stickers detailing driving rules, and a branded project website. The website provided project history, calendars, educational materials, and news articles. Additionally, the City produced video animations to help citizens visualize the completed corridor and held quarterly community meetings with the Mayor and engineering staff to address concerns from neighborhood and business associations. The report indicates that these strategies successfully influenced public perception, though the City did not conduct formal benchmarking or satisfaction surveys. Success was qualitatively measured by a lack of negative feedback, with City Engineer Mike McBride noting that "quiet phones" indicated public acceptance. Quantitative data showed a 25 percent decrease in crashes along the Keystone Parkway corridor during the 2008 construction season compared to 2007. Website analytics revealed that over 80 percent of visitors accessed the site directly or via referral, suggesting effective engagement and regular checking for updates. The outreach investment was low-cost, with postcards costing approximately $1 each to print and mail, and most materials developed in-house. The findings highlight that early, consistent communication and the use of hard data, such as commute time savings, are effective in selling roundabout projects to the public. The City learned that frequent project updates and direct dialogue with citizens are crucial for building support. The report concludes that a combination of low-cost, innovative media tools and sustained public involvement can successfully mitigate resistance to new intersection designs, ensuring smoother implementation and long-term public acceptance.

Key finding

Crashes along the Keystone Parkway corridor fell 25 percent during the 2008 construction season compared with 2007.

Methodology

other

Provenance

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• public messaging