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Using Marketing and Education to Reduce the “Border Effect’s” Impact on Freight Traffic Routing
Dave Frank

Abstract
In response to 9/11, several changes have been implemented at the border to increase the security and efficiency of freight traffic. However, in many cases, transportation companies and shippers have been very slow to adopt new programs involving intelligent transportation systems (ITS) such as C-TPAT, FAST and advanced electronic manifests. Slow adoption rates of new programs adds to the “border effect” – when given a choice, many transportation companies and shippers will choose to conduct domestic, rather than transborder, business. If Western Canada is to develop as a Pacific Gateway to North America and not just to Canada, approaches to minimizing the border effect must be identified, understood and implemented. One approach is through the educating and marketing of new border programs (involving intelligent transportation systems) to potential users. “Smart Gateways and Corridors” are not just about the application of technology to increase security and efficiency. Users must be educated and supportive of border programs as well. Educating and marketing to users of new government programs is an area that very little research has been conducted in. This paper surveys users to identify some of the barriers to border program adoption, highlights the methods users prefer to have information communicated to them, and presents education and marketing approaches designed to increase the use of new border programs.

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