Date post: | 15-Dec-2014 |
Category: |
Government & Nonprofit |
Upload: | ferndale-downtown-development-authority |
View: | 115 times |
Download: | 0 times |
HOW THE WEST WAS ONE West Nine Streetscape
Communication Plan In every Strategic Communication Plan, the following steps must occur:
1. Part I: Define the Problem or Issue a. Define the Situation, Background & Causes b. Define the Audiences and Stakeholders c. Define the Goal
2. Part II: Planning and Programming a. Strategic Analysis: Objectives & Tactics b. Proposed Vehicles of Communication, Costs and Talent c. Commitment, Support & Participation
3. Part III: Taking Action & Communicating a. Message Strategies b. Media Strategies
4. Part IV: Evaluating the Program a. Results b. Conclusions c. Feedback
PART ONE BACKGROUND In May 2013, the City of Ferndale will embark upon a $1,896,236 three‐prong infrastructure project consisting of water main and road resurfacing between Planavon and Pinecrest, coupled with a streetscape enhancement between Livernois and Pinecrest. West Nine Mile Streetscape Improvement Project Phase IV: Livernois to Pinecrest will change the overall dynamics of the most western section of Nine Mile between Livernois and Pinecrest and at long last connect the west side of Nine Mile through consistent streetscape design, resolve accessibility issues, provide for multiple modes of transportation or “getting there”, significantly improve the appearance and environment, and set the platform upon which economic development can be spurred. The road resurfacing and water main replacement will take care of much needed infrastructure upgrades to improve service to this area. The multi‐faceted streetscape project is more cohesive and cost‐effective by implementing it in unison with each other. The City of Ferndale with the leadership, planning and execution by the Ferndale Downtown Development Authority received a grant from the Michigan Department of Transportation Enhancement (TE) Grant Program of $590,133.60 with a local match provided by the City of Ferndale for a total West Nine Mile Phase IV Streetscape Project cost of $1,062,132 encompassing a 4‐block area (1/4 mile). This coincides with a 3R Project spearheaded by the City of Ferndale DPW funded by the Federal Highway SAFETEA‐LU grant of $320,240 for road resurfacing. Since the water main in that section is one of the oldest in the City, The City of Ferndale will also be replacing the existing 6 inch water main with a new 12" water main to improve water reliability and complete the replacement of the water main along Nine Mile from Paxton to the western City limits (1.5 miles).
Nine Mile Road is one of the most important assets for commerce in our downtown, and we have learned from experience that physical improvements to our infrastructure and streetscape environment are critical in stimulating economic growth. This section of West Nine Mile, as currently configured, is an impediment to economic growth and does not foster a cohesive atmosphere or a strong quality of life in our downtown. It is located at the west end of our downtown district, within the Downtown Development Authority boundaries, with five lanes of traffic and directly abuts residential neighborhoods on the north and south sides. Over the last five years, residents and businesses alike have urged the City and DDA to improve this section of Nine Mile by increasing walkability, ADA accessibility, biking, safety, parking, visual presence, landscaping and streetscape amenities. As you will find evidenced by the photos included in our application, the streetscape severely lacks adequate facilities for disabled persons, it is visually unappealing, pedestrian unfriendly and doesn't support business needs, services and growth. Because of this, some property owners are not able to fill vacancies and maintain their properties as hoped or expected, decreasing the property value and livability in this area. Because of the close proximity to residential neighborhoods, residents are impacted by the declining commercial property values, debris, and inaccessible sidewalks. Birchler Arroyo, traffic engineering and planning consultants, specifically noted the following challenges within the area as part of the DDA Downtown Development Plan:
Not ADA Accessible
Pedestrian Unfriendly & Unsafe
No On‐street Parking
Uninviting Environment
Inadequate Pedestrian Crossings & Ramps
Lacks Continuity with Downtown and Amenities in CBD
Traffic Misaligned at Pinecrest
Traffic Signals and Flow at Livernois Lacking, causing vehicular and pedestrian confusion
Too Many Curb Cuts Disrupting Pedestrian Flow
Poor Sight Lines at Corners where Residential Streets Intersect
Therefore, as part of the DDA's and City's master and downtown development plans of 2007 and 2008, we included goals of increasing economic growth to this area, creating unison with other areas of the downtown by providing continuity of streetscape design, walkability, materials and economic development initiatives. We have held numerous focus groups and information sessions with the public to discuss the needs of this area and have incorporated these desires into the streetscape design. The design will emulate many of the visual standards and materials used in the Nine Mile Streetscape Improvement Project Phases I‐III from Paxton to Livernois immediately east of the area now defined, which were completed in 2001 and funded by a TEA‐21 grant. Since this project in 2001, we have had over $57 million in reinvestment in the area and reduced our vacancy rate in this section from 30% to 2%. We know from experience how a good streetscape improvement project can positively impact the local economy and quality of life. We also know from experience how to implement, manage and complete streetscape improvement projects to fulfill State and Federal grants both the City and DDA have obtained.
Planned Improvements There has been a team of people involved in the analysis from the City and DDA including DPW, Police, DDA and Civil Engineers Giffels‐Webster. The five lane road will be reduced to three lanes allowing for additional on‐street parking, pedestrian accessibility and safety improvement standards to sidewalks and crossings, improving streetscape amenities and environment, and realigning Livernois and Pinecrest intersection with the removal of the southbound Pinecrest right turn only lane. The streetscape design will widen the sidewalk from 5ft. to 7ft. with new concrete and paver accents, remove sidewalk impediments such as DTE light poles that are in the middle of sidewalks, update crosswalk ramps to federal guidelines and ADA standards, improve the sight distance at side streets entering Nine Mile, update lighting to be consistent with the rest of downtown's ornamental light poles, construction of on‐street parallel parking, utilize porous pavement materials and other environmentally friendly streetscape materials, adhere to the City's Complete Streets policy and set the new standards for Ferndale by incorporating bike pavement markings, on‐street bike parking and bike racks, better identify bus stops and shelters where appropriate, and add amenities to the area that otherwise didn't exist such as benches, trash and recycling receptacles, trees, landscaping and raised planter boxes, screening walls and fencing, and defined crosswalks. All of these improvements will unify the western end of Downtown Ferndale with the core, create a more viable business district and build connections with our neighborhoods. It will be one of the most important streetscape projects that the Ferndale DDA and City of Ferndale has embarked upon in a decade to grow the economy, knowing that it starts with public reinvestment. Previous community outreach consisted of:
2006: Ferndale DDA first conducted focus groups with residents and business owners on the needs and desires of the community which outlined the desperate need to address the West Nine Mile area between Livernois and Pinecrest. From these discussions, the DDA set to amending development plans and developing a timeline in which to implement a streetscape project for this area.
2008: City of Ferndale adopted the DDA's development plan which included the plan to improve the West Nine Mile district.
June 2011: Ferndale DDA community wide public open house to discuss the streetscape desires and needs of the community in more detail. Over 60 attendees.
August 2011: Ferndale DDA open house specifically for the residents and businesses within the West Nine Mile area to focus on very specific streetscape options that would enhance the district, and meet the needs of the community. Over 30 people in attendance.
December 2011: City of Ferndale public meeting on the traffic analysis and planned streetscape improvements.
The streetscape plan needs are also available online through the Ferndale DDA website.
August/September 2012: City of Ferndale adopts Downtown Development for Non‐TIF area, including Livernois to Pinecrest
November 2012: Open House with businesses and residents on streetscape designs and plans. Over 40 in attendance.
PROBLEM/ISSUE The construction project will take approximately 6‐7 months to complete, which will interrupt the normal course of business and residential living for this area. Key Issues include:
impeding traffic flow and congestion
noise and debris from construction
removal of lighting during construction at which point safety for pedestrians and businesses is at stake, as well as potential vagrancy
accessibility
potential business interruptions such as delivery rerouting, temporary water shut offs or driveway access.
construction delays
emergency matters, such as water main breaks, gas leaks or construction accident
Audiences
Audience 1 o West Nine Construction Gold Zone businesses, employees and property owners
between Livernois & Pinecrest o West Nine Resurfacing Silver Zone businesses, employees and property owners o Management Team o Media
Audience 2 – Residents & neighbors between Farmdale to Pinecrest from Nine Mile to Albany; and Withington on the north side from Livernois to Pinecrest
Audience 3 – West Nine businesses, east of construction site
Audience 4 – All consumers, residents, businesses, stakeholders
Audience 5 –City Departments, Staff, Council, and DDA Board; Ferndale Public Schools, Chamber SMART
Goals To establish a clear communication process so that management team members understand their roles and tasks to improve efficiency and response time to stakeholders throughout construction project, as well as the public knowing who to contact in the event of a construction issue or emergency. To provide thorough information on the need of the construction project and ways in which businesses, residents and local agencies can manage around construction. To ensure all possible measures are taken by City and businesses to maintain a safe and secure area for consumers and businesses in the construction zones.
PART TWO Objectives & Tasks OBJECTIVE: Prepare for start of construction and inform stakeholders of timeline, issue management and
ways to maintain business operations.
TASKS AUDIENCE
Create tiered contact list for construction related information news to be shared 1&2
Establish a RoboCall or text messaging system for urgent alerts 1,2,5
Create Logo and Key messages for project ALL
Create a Gold Rush Survival Kit 1&2; SECONDARY 5
Create and maintain Facebook page, Pinterest Board, YouTube and web page devoted to
projectCreate an E‐blast header
ALL
Create Map of construction area, traffic controls/changes and alley rerouting map ALL
Create phone mailbox and establish DDA as phone contact for non‐emergency issues;
emergencies call 911.
ALL
Reroute and work with special event organizers on potential changes to their layouts due
construction needs
1&5
Notify media of upcoming Public Meetings and Big Flush/Media Alerts 1
Send mailing via certified mail to businesses and residents within tiers 1 and 2 regarding
Public Meeting and timeline of important events/steps in construction
1 & 2
Send email to all other business/stakeholders in tiers 3‐5; reinforce with tiers 1 & 2 3,4,5
Host public meeting and ribbon cutting ceremony on May 1 to present Survival Kit and
Construction information
FOCUS 1,2,5;
SECONDARY 3 & 4
May 5 Big Flush (flushing of the water system) to improve side effects of water main work 1,2,4,5
Host May 6 Open House (second meeting opportunity for stakeholders) FOCUS 1,2,5;
SECONDARY 3 & 4
Work with WFRN on video of area pre‐during‐post construction & post message on
community cable
ALL
Notify SMART of construction & provide their rerouting/stop closures in information 5
Ad placement of project and timeline in Woodward Talk and Ferndale Friends ALL
OBJECTIVE: Provide for and encourage alternative lighting options, while public safety is maintained in
construction area
TASKS AUDIENCE
Create a Light Up campaign and packet of information that encourages businesses to add
additional lighting to their buildings and entries.
1
DDA and Fire to meet and assist businesses in implementing the Light Up campaign. 1
DPW and DDA to investigate temporary, additional sidewalk area lighting options and work
with DTE.
1
Police to increase patrol of area during evening hours 1
OBJECTIVE: Maintain constant communication with businesses and residents in construction area, and
who to contact to report an issue.
TASKS AUDIENCE
Every Thursday throughout the construction project, host a weekly public construction
meeting about weekly updates, plans and changes for following week.
1,2,5
Send and deliver Weekly Pony Express Eblast Newsletter & Print Out on Fridays for the
following week’s construction update.
1,2,5; REGISTRANTS
Daily & Weekly Updates on Facebook/Twitter, website ALL
Create and distribute contact cards/magnets via Gold Rush Kit, advertising supplement and
POS displays
1&2
Provide Personal Staff Info Sessions for businesses to review details of project and traffic
plans
1&2
Provide detail sheet for company info boards 1&2
Provide sample vendor/delivery letter that businesses can use with their vendors regarding
construction and delivery rerouting where applicable
1&2
Giffels‐Webster/Contractor to contact businesses and residents directly (knock on doors) if
there is an urgent matter or need for shutting down water, etc.
1&2
OBJECTIVE: Direct consumers to general information and educate them on general facts and benefits of
streetscape project, how best to access businesses and the need for their continued support of
businesses during construction.
TASKS AUDIENCE
Create and distribute media kit 1
Work with media on story placement including business highlights 1,4
DPW to install temporary street signs (one per block) with website contact info 4
DDA install streetpole banners on West Nine Mile with website contact info 4
DPW install “no parking” signs in alley between Livernois – Beaufield to allow for flow of
traffic
1,2, 4
Sign American Legion Parking at alley entrance as “free parking” 1,2,4
Establish an outdoor info board/notice area on West Nine Mile 1,2,4
Provide regular communication to public through communication vehicles and media
including:
Regular Eblast to consumers
Construction Daily Ticker on Website
Establish a weekly update column on Patch (other news sources where available)
Daily & Weekly updates on Facebook/Twitter (depending on weekly construction
details)
ALL
OBJECTIVE: Assist businesses in construction zones with marketing opportunities to maintain consumers
during construction
TASKS AUDIENCE
Create co‐op advertising and retail promotions opportunities on a regular basis 1,2,4
Create opportunities for businesses in construction zone area to be part of special events
downtown
1,2,4
OBJECTIVE: Communicate project status reports with Project Team and 5th audience tier stakeholders to
help share the message and communicate important/urgent changes
TASKS AUDIENCE
Provide weekly Pony Express Eblast PROJECT TEAM &
5
Direct all complaints or issues to DPW ( no matter who receives) and cc team PROJECT TEAM &
5
Establish, track and manage an issue management log PROJECT TEAM &
5
Provide updates at City Council meetings 5
Provide updates at DDA meetings 5
Chamber Meetings 5
Department /Organization Staff Overview & Updates 5
Summary of Vehicles of Communication Light It Up Campaign fact sheet
Facebook – West Nine Page (link info to DF page)
You Tube/WFRN updates
DDA Website – Construction link & scroll at bottom of page
Pony Express Eblast Newsletter
Advertisements
Temporary Signage – “Open for Business”
Insert in Woodward Talk featuring “Communication FYI” to pull out,
Patch Weekly Update Column
Sponsorship Opportunities Sales Piece
Gold Rush Survival Kit for Businesses
Media Kit/ Press Releases, Media Alerts for Key Stages
Robo Call/Text Message System for Emergency Purposes
Council Meetings
Info Boards
Business Staff Info Sessions
Banners and signage
Giffels‐Webster, DDA, DPW, City Manager
One‐on‐One calls/meetings
Mailings/direct mail/certified mailing
Support & Coordination Support and coordination comes from every department and staff to be able to direct people in
the right direction to resolve issues.
Coordination between DPW, Police, Fire, Giffels‐Webster, City Manager and DDA will help to keep each entity up‐to‐date and part of the communication process.
**Refer to work plan for details of timeline, responsible parties and coordinating parties.
PART III: MESSAGE & MEDIA STRATEGIES The Message
Developing a Recognizable Brand of How the West was One Establishing the Importance of How the West was One to Economic Development Establishing the Importance safety and quality of life during How the West was One The Stages of Construction and their impact on local businesses and residents Construction is challenging and may present multiple issues for daily business and
commuting The Management Team will do its best to resolve issues quickly, going above and beyond
to provide assistance Public Meetings such as Round Up, Open House and Weekly Construction Meetings are
important to day-to-day operations as a business Strategies
Door-to-Door Communication to target and reinforce messages with businesses and to specifically target hard-to-reach businesses
Multi-platform approach to communicating with media and stakeholders and utilize multiple communication vehicles to deliver messages as needed.
Dedicated eblast, text messaging, social media and website to convey weekly construction updates and urgent/timely issues
Utilizing video, photography and placement on YouTube, Ferndale Community Cable, website and Pinterest to showcase the need, the progress and the results.
Utilizing team members in appropriate communication vehicles to update the public, City Council, DDA Board and businesses in the construction areas.
Weekly construction briefings with Project Team and Audiences 1, 2 & 5 to help prepare for following weekÊs construction activities, and to disseminate that information via Pony Express eblast weekly on FridayÊs and text messaging (when appropriate) to Audiences 1,2 & 5; with audiences 3 & 4 on Sunday/Monday via Facebook and regular consumer eblasts.
PART IV: EVALUATION Measurements
Media o Percentage of opened eblasts o Number of media stories or mentions, placement and quality o Number of Facebook fans on How the West was One o Cooperative Advertising Sales ROI o Others repinning, posting video, likes and shares
Stakeholders o Attendance at meetings o Tracked number of interactions (ie: door-to-door, phone, email, facebook) o Response time of returned emails, phone calls, visits, etc. o Number of Lit Buildings (using the Light Up Campaign) o Positive merchant feedback and dialogue o Percentage of key stakeholders (1st, 2nd, and 5th tier) level of comprehension and
support
Methods of Evaluation Surveys
o Conduct a three-part survey of businesses; one at the start of construction, middle and end
o Conduct a two-part survey of residents; one at start of construction and one at end. o Conduct one general survey to consumers o Exit Survey with 5th tier stakeholders
Tracking Report o Contact Tracking Report o Current Construction Impact Report o Available Properties/Leasing Rates/Sales
Online o Website analytics; Referrals and Referring Sources; Branded search engine traffic;
inbound links o Facebook analytics o Monitor media responses and tone of reporting o In-house media clipping
Cost Analysis o Cost comparable of communication and number of people reached o Economic and Redevelopment Statistics