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SR91 Corridot Improvement Project
Brand Identity, Content, Creative Services/Graphic Design, Crisis Counsel, Digital Content, Events, Key Messaging, Measurement and Reporting, Multicultural/Public Outreach, Photography, Video
Managed public outreach on behalf of the Atkinson/Walsh Joint Venture - design builder for RCTC's
$1.4 billion SR-91 Corridor Improvement Project, which added nine miles in each direction for two
express lanes and one general-purpose lane, extensive linear work on city streets (water, sewer,
electric, gas relocations), and the rebuild of 32 bridges.
Challenge
The Challenge
​To widen miles of the 91 freeway through an urban environment, there was extensive right of way impacts, which
would have a significant impact on residential and business properties throughout the corridor. Construction took
place around the clock as there were street, ramp, lane and full freeway closures needed on a regular basis.
Getting the information out to intended audiences in a timely manner required extensive public outreach using a
wide range of communications tactics.
The Solution
Westbound developed award-winning marketing and communications tools that included a monthly video series, a
weekly online construction newsletter (English and Spanish), social media content, a Business Support Program,
community meetings, regular update presentations to key stakeholders, a 24/7/365 bilingual project helpline, and
branded marketing campaigns for major closures. Westbound also worked closely with the contractor and lead
agency to respond to public inquiries in a timely manner and with a clear escalation ladder to address issues. From
answering construction questions, helping book hotels for residents when night work was unavoidable to logging
claims and making sure there was follow through, Westbound handled 3,600 calls throughout the term of the
project.
By the Numbers
3600
helpline calls responded to
1000
workers supported local business through the Business Support Program
40+
monthly update videos produced
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