Project:
Gateway to Safer Roadways – St. Louis Regional Safety Action Plan
Client:
East-West Gateway Council of Governments (EWGCOG) & Missouri Department of Transportation (MODOT)
Scope
The Gateway to Safer Roadways: St. Louis Regional Safety Action Plan is a federally supported initiative under the Safe Streets and Roads for All (SS4A) grant program. Covering the seven-county St. Louis metropolitan region, the plan sets a bold goal of achieving a 50% reduction in traffic-related fatalities and serious injuries by 2050.
The plan brings together regional agencies, community organizations, and stakeholders to create a unified strategy to improve roadway safety through infrastructure enhancements, policy changes, public education, and cross-sector collaboration.
Excel’s Role
Excel Business Concepts was engaged to lead the branding, messaging, and public engagement strategy for the Safety Action Plan. Our contributions included:
1
Brand Identity & Messaging Framework
Developed the “Gateway to Safer Roadways” brand, ensuring a compelling and consistent identity across all materials, digital platforms, and stakeholder communications.
3
Social Media & Content Development
Produced accessible, culturally relevant content for broad community engagement and education.
2
Launch & Awareness Campaigns
Launch & Awareness Campaigns
Assisted EWGCOG in rolling out the plan, framing it around urgency (200 crashes occur daily in the region) and community benefit to elevate visibility and understanding.
4
Stakeholder Engagement Support
Coordinated outreach logistics and communication strategies to foster cross-agency collaboration and public involvement.
Impact
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Established a recognizable brand and narrative that positioned the plan as a region-wide call to action.
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Increased public awareness of roadway safety issues and fostered alignment among multiple government and community partners.
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Positioned Excel as a trusted partner in delivering equity-driven, community-centered communications for complex infrastructure initiatives.