Stakeholder engagement:
M54 J4 to J2 Concrete Road Renewal scheme
Project
National Highways successfully completed essential concrete repairs on the M54 between Junction 2 (Coven Heath) and Junction 4 (East Telford) ahead of schedule, reducing the planned eight weekend closures to just six. This efficient delivery avoided the need for an additional two full weekend closures, including over the Easter bank holiday weekend.
The National Highways project team, in collaboration with their principal contractor, Concrete Repairs Ltd (CRL), made swift progress, ensuring the works were completed without disruption to the holiday period. Their strategic planning and execution allowed for minimal impact on road users while delivering essential repairs to the motorway’s concrete surface.
Overview
Sonar Engagement was contracted to manage stakeholder engagement and public liaison on behalf of Concrete Repairs Ltd (CRL) for the M54 road scheme. A Stakeholder and Public Liaison Consultant (PLO) was appointed to support customers affected by the project, ensuring clear communication and effective issue resolution.
Recognizing that weekend disruptions were unavoidable, the PLO ensured that early and ongoing communication kept customers informed about the works and diversion routes. Additionally, customer complaints and stakeholder inquiries were handled promptly and efficiently, with all concerns logged, addressed, and closed out in the National Highways customer correspondence database.
Engagement strategy
To initiate the engagement process, Sonar conducted a stakeholder mapping exercise covering the M54 corridor from Junction 4 to Junction 2, as well as surrounding areas in Telford and Wolverhampton. This assessment identified key stakeholders impacted by the scheme and informed a comprehensive approach to:
- Understanding customer needs
- Communicating project details effectively
- Building strong relationships with stakeholders
- Addressing the area’s diverse interests
- Developing tailored engagement strategies for each affected group
Local Authority and Community Engagement:
Sonar engaged with Staffordshire and Shropshire local authorities to gather insights into potential concerns and ensure informed decision-making. While the planned M54 repairs were broadly welcomed, local parishes raised concerns about:
- Potential rat-runs through nearby towns and villages due to closures
- Traffic congestion backing up onto local roads
- Increased noise from construction activities
- Disruptions caused by diversion routes
Stakeholder Outreach:
A wide range of stakeholder groups were identified and engaged. These included:
- Local residents and businesses
- Parish councils
- Local schools and resident associations
- Road user groups
- Other transport and industry associations
This structured approach ensured effective communication and collaboration, helping to address concerns while facilitating a smoother project delivery.
Communication and engagement methods
- Stakeholder Mapping and Route Analysis – Several drive-throughs of the affected route were conducted as part of our stakeholder mapping exercise, identifying key hotspot areas.
- Identifying Local Impact – These drive-throughs along the M54 and the planned diversion routes, helped pinpoint local businesses and nearby homes that would be affected by the works.
- Targeted Outreach – As the programme neared construction, key stakeholders, local businesses, and residents were contacted through stakeholder emails, letter drops, and postcards to ensure awareness of the planned M54 road works.
- Digital Engagement – A dedicated scheme webpage and Twitter feed were set up to keep the wider audience—including the general public and road users—informed about progress of the M54 scheme and provide real-time traffic updates.
- Customer Support and Satisfaction – Throughout the construction phase, customer queries were addressed promptly, achieving a 98% customer satisfaction rate.
- Clear and Consistent Messaging – Communication remained clear, consistent, and focused on providing essential scheme information, relevant to both customers and road users.
Engagement successes
- Proactive Communication and Stakeholder Engagement – Early engagement with stakeholders helped minimize disruption during construction, ensuring a smooth transition and positive community reception.
- Responsive Customer Relations – Joined-up work with the National Highways Customer Correspondence Unit ensured timely responses to inquiries and concerns. This helped to improve and foster local support and enhance customer satisfaction.
- Strategic Outreach and Collaboration – Sonar Engagement actively engaged with other key organizations affected by the M54 roadworks, including KIDS NTS, Junction 4 Moto Service Station, and Jaguar Land Rover (JLR). Work methods were adapted to accommodate their business and logistical needs.
- Supporting Critical Transport Services – Multiple discussions were held with KIDS NTS, a 24-hour transport service for critically ill children, ahead of the M54 construction work. Their operations had been hindered by the deteriorating road surface, making safe transport difficult. The planned repairs were welcomed by KIDS NTS, as they would provide smoother travel conditions for vulnerable patients.
- Exploring Social Value Opportunities – Conversations with KIDS NTS also explored potential collaborations with the local NHS community. Though the scheme’s short duration and location constraints prevented further development, a valuable relationship was established for future engagement work.
Challenge – Improving communication and managing expectations
Details in our communications and engagement could have been more specific, particularly in explaining the nature of the concrete repair work carried out on the M54. Clearer messaging about the scope of the project would have helped manage public expectations and reduce confusion among customers, some of whom mistakenly believed we were conducting a full-scale resurfacing of the M54. In reality, the work focused on targeted concrete repairs rather than complete resurfacing, ensuring the road’s integrity while minimizing disruption.
Conclusion
The M54 concrete repair scheme was indeed a well-executed project, completed ahead of schedule thanks to efficient planning and collaboration. The involvement of a public liaison officer played a crucial role in ensuring clear communication and improved roadside traffic messaging, minimizing disruption for road users.
Originally planned for eight weekend closures, the repair work was successfully delivered in just six, avoiding additional inconvenience and demonstrating effective project and stakeholder management.
It’s always great to see infrastructure projects delivered smoothly, especially when they enhance good communication, road safety and travel efficiency. The success of this scheme stands as a testament to Sonar Engagement’s commitment to proactive engagement and stakeholder communication.