Marketing the benefits of roadway pricing strategies throughout the lifespan of a project can improve public perception of these projects.

A study of institutional issues and challenges associated with implementing roadway pricing strategies.

Nationwide; United States

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Lesson Learned

It is vital to market the benefits of roadway pricing projects throughout the lifespan of these projects as the initial reaction to these projects is typically negative. Specific strategies to help improve outreach and the perception of these projects includes the following:
  • Emphasize the potential benefits of the project to users in messaging and use language that focuses on choice and value.
  • Emphasize the pricing project as part of a greater, regional strategy.
  • Users and those who benefit from the pricing projects are "customers" not "drivers." The term customer implies a relationship, rather than the generic and impersonal "driver."
  • Continue outreach once the project opens and inform the public of the successes of the project, such as revenue for other transportation project and improved mobility.
  • Directly and transparently address community concerns and questions.

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Congestion Pricing: A Primer on Institutional Issues

Author: Samdahl Donald (Fehr & Peers); Myron Swisher (SAIC); Jennifer Symoun (SAIC); and Will Lisska (Fehr & Peers)

Published By: USDOT Federal Highway Administration (FHWA)

Prepared by SAIC and Fehr & Peers

Source Date: 04/01/2013

Other Reference Number: FHWA-HOP-13-034

URL: http://ops.fhwa.dot.gov/publications/fhwahop13034/fhwahop13034.pdf

Lesson Contacts

Lesson Analyst:

Janet Fraser


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Lesson ID: 2015-00720