HomeMy WebLinkAbout7A, TCAAP Communications Plan
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~~HILLS
City Council
Agenda Packet Item:
TCAAP Communications Plan
April 14,2008
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~HILLS
MEMORANDUM
DATE: April 14,2008
TO: Mayor and City Council
Jim Willis, Interim City Administrator
FROM: Stacie Kvilvang, Project Manager
SUBJECT: Communications Plan
BACKGROUND
On October 29, 2008, the City Council approved working with Davis Communications to
develop a Communication Plan for TCAAP. Since that time, Davis Communication has
discussed expectations for the communications plan and perspective on what needs to be
communicated, identifying stakeholder groups, etc. with the City Council and the
Communications Committee, and drafting the Plan accordingly. On February 26, 2008, Davis
Communication met with the Communications Committee to review the draft Plan. Based upon
input from the Committee, attached is a copy of the revised draft Plan for Council review and
consideration,
ACTION REQUESTED
Approval of Communications Plan
Attachment
TCAAP Redevelopment
Communication Plan
Executive Summary and Recommendations
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1940 Eieanor Avenue
Saint Paul, MN 55116
Voice: (651) 690.9852
Fax: (651) 690-1397
April, 2008
City of Arden Hills
TCAAP Redevelopment Communication Plan Executive Summary &
Recommendations April, 2008
INDEX
Situation Assessment ...............,............,.........3
Objectives.., ..... .......... ... ...... ... .... .........,...,.., .....4
Key Messages...... ... ...... ... .... ........., ........ ,... ......4
Recommendations.... .........., ..... ... ... .... ...... ... ..7
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City of Arden Hills
TCAAP Redevelopment Communication Plan Executive Summary &
Recommendations April, 2008
Situation Assessment
The redevelopment of the Twin Cities Army Ammunition Plont (TCAAP) site in
Arden Hills presents a once in a lifetime opportunity to manage the reuse of
nearly 30 percent of the geographic area of the city and prepare the City of
Arden Hills for a sustainable future.
Along with this opportunity comes a complex communications challenge.
Change will occur in the city as a result of the federal govemment's decision to
sell the land. How the city leads and communicates about that change will play
a significant role in the degree to which citizens support and benefit from those
changes.
In the immediate future, the city is seeking funding from both the state of
Minnesota and the United States Govemment for infrastructure improvements
that will solve current local and regional traffic problems and improve public
safety in the vicinity of the redevelopment site.
At the same time and over the long term, the City will need to address a variety
of related and potentially volatile issues including:
. Managing growth and change
. Housing choice
. The ongoing master planning process
. Traffic management
. The impact of TCAAP redevelopment on the city's comprehensive plan
. Relocation of existing homes and businesses for improved traffic safety
. Affordable housing on the site and within Arden Hills
. Public funding for redevelopment
Each of these issues requires that stakeholders understand the costs and benefits
that come from action and inaction toward the reuse of the TCAAP site, Central
to effective communications on each of these issues is a clear consistent
statement of the vision for the TCAAP site and costs and benefits of
redevelopment.
The success of the project depends to a significant degree on the ability of the
City of Arden Hills, its policy makers and its spokespeople to communicate
clearly, effectively and persuasively about the goals, objectives, and processes
surrounding the TCAAP redevelopment project.
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City of Arden Hills
TCAAP Redevelopment Communication Plan Executive Summary &
Recommendations April, 2008
Objectives for TCAAP Communications
Clear communication on complex issues is best accomplished when based on
clear objectives. A series of interviews conducted in November and December
of 2007 found that city policy makers agree on basic principles for
communicating about the TCAAP redevelopment. Those principles form the
basis for the recommended objectives for TCAAP Communication below.
Recommended objectives for City of Arden Hills communication on behalf of
the TCAAP redevelopment:
o To increase understanding among citizens of Arden Hills and other key
audiences of the opportunities presented by the pofential redevelopment
of the TCAAP site.
o To develop an understanding of the goals, objectives and timelines of the
TCAAP redevelopment project among stakeholders.
o To create communications channels between the City of Arden Hills and
stakeholders within the community and those within other communities
who will have an impact on the successful redevelopment of the site.
o To build support for the city's vision among stakeholders who will have an
impact on the success of the redevelopment project.
Key messages for TCAAP Communications
The same research cited above found that policy makers have a strong interest
in communicating basic information to key stakeholders about TCAAP in order to
meet the communication objectives recommended above. most notably, to
raise the level of understanding among stakeholders. This information serves as
the basis of the recommended key messages below.
Key messages are vital to a successful communications strategy. They provide a
consistent frame of reference for the city's communication with its stakeholders.
Applied to the city's communication with stakeholders, they will continuously
reinforce the reasons TCAAP redevelopment is important and will provide a
foundation for discussing events in the redevelopment process.
Key messages are in bold. Some are followed by supporting submessages.
Recommended Key Messages
The TCAAP site offers a tremendous opportunity for the City of Arden Hills
to manage its future for the benefit of its citizens and neighbors.
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City of Arden Hills
TCAAP Redevelopment Communication Plan Executive Summary &
Recommendations April. 2008
TCAAP includes more than 2,300 acres and makes up approximately 1/3
of the land within the City of Arden Hills. Plans call for the redevelopment
of 585 acres of the site adjacent to Interstate 35W and State Highway 10.
o The land is currently contaminated and must be cleaned up to
proper environmental standards.
o Of the redevelopment portion of the site:
o 77 acres will be dedicated to recreational uses such as
athletic fields.
o 49 acres will be dedicated to a wildlife corridor.
o 459 acres will be dedicated to residential and commercial
uses.
o As federal land, the entire site does not pay property tax,
o The current planning process allows the city to have significant
control over the use of the land.
The redevelopment of TCAAP will provide Iifecycle housing, retail and
commercial services, jobs and a place to accommodate growth.
The redevelopment of the TCAAP site will create new commercial and
employment opportunities to serve the citizens of Arden Hills and the
region.
The TCAAP site is the last large piece of land available in the City of Arden
Hills for the development of residential shopping and employment
opportunities.
Residential development on the TCAAP site will create a range of housing
opportunities that will allow people to live in Arden Hills at all stages of life;
as children, young professionals, adults with families and as seniors.
Development of the TCAAP site will open up more recreational space for
citizens of Arden Hills and the region.
The redevelopment of the TCAAP site is moving forward.
o Planning for redevelopment of the TCAAP site began more than 20
years ago when the federal government announced the closure of
the ammunition plant.
o Through a competitive process, The City of Arden Hills selected
RRLD, LCC (Ryan Companies) as the city's development partner for
the project in 2002.
o Congress has created a special process. called early transfer. that
allows a developer to assume responsibility for environmental clean
up of the land and expedite the redevelopment process.
o The City of Arden Hills and the federal government came to a
purchase agreement for the 585 acre redevelopment site in
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City of Arden Hills
TCAAP Redevelopment Communication Plan Executive Summary &
Recommendations April. 2008
February 2007 and are currently negotiating the clean up of the
land.
. The City and RRLD are working on a master plan for the site to
define the land uses.
. Within the next year, the City expects to take possession of the land
and immediately sell it to the developer.
. The City is seeking legislative funding for transportation
improvements and expects those to be under construction in 2009.
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City of Arden Hills
TCAAP Redevelopment Communication Plan Executive Summary &
Recommendations April. 2008
Recommended actions
Clear communications objectives and Key Messages will provide a strategic
framework for increasing understanding of the opportunities presented by the
potential redevelopment of fhe Twin Cities Army Ammunition Plant (TCAAP) site
among citizens and stakeholders of Arden Hills. With agreement on those
elements of the plan, the next step is to identify communications tactics that will
achieve the objectives.
We recommend that the City of Arden Hills take the following actions to achieve
its objectives in communicating with the key stakeholder audiences:
. Develop a new brand identity in order to associate the new development
with the future- as a destinaion neighborhood integrated with the larger
Aden Hills community that provides places to live work, shop and play- rather
than the its past-as an inaccessible military arsenal.
. Develop a 'Cost/Benefit Statement' clearly describing the potential financial
and social benefits of redeveloping the TCAAP site balanced against the
financial and opportunity costs.
. Conduct a survey to measure current attitudes and understandings of the
opportunities and costs offered by the proposed redevelopment of the
TCAAP site to establish a baseline of current understandings.
. Establish a quarterly TCAAP supplement to Arden Hills Notes.
. Develop a basic presentation about the opportunity provided by TCAAP and
seek opportunities for elected and appointed officials to present in front of
community groups.
. Develop a series of community meetings designed to specifically address
affordable housing issues and the role that TCAAP redevelopment can play
in resolving them.
. strengthen relationships between the city and the organizations representing
business in the region to broaden understanding of the TCAAP opportunity
and its challenges among business leaders.
. Take advantage of the electronic communications capabilities of the current
Arden Hills city website to provide information to citizens and other
stakeholders and create channels for stakeholders to communicate with the
city. Features not currently being used to their full potential include:
o Broadcast E-mail
o Online surveys
o Video delivery
o Online discussion groups
o Electronic document delivery
. Establish a proactive media relations program to reach out to reporters with
TCAAP story ideas, milestone announcements, opinion pieces and other
methods for delivering the city's messages.
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City of Arden Hills
TCAAP Redevelopment Communication Plan Executive Summary &
Recommendations April, 2008
. Establish a city media policy and protocol for official city media statements
and comments specific to TCAAP but applicable to all uses.
. Establish a Public Information Officer function within the city - as a specific
responsibility for an existing employee, or as a part time consulting position.
This individual will be responsible for managing the content of the city's
website, serving as an expert resource for the Communications Committee,
proactively building relationships with the media, seeking opportunities to tell
the city's story and managing and enforcing the city media contact policy.
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TCAAP Redevelopment
Communication Plan
Key Audiences, Tactics and Tools
COMMUNICATIONS
MANAGEMENT
incorporated
1940 Eleanor Avenue
Saint Paul, MN 55116
Voice: (651) 690-9352
Fax: (651) 690-1397
April, 2008
City of Arden Hills
TCAAP Redevelopment Communication Plan
Key Audiences, Tactic and Tools April, 2008
INDEX
Objectives and Key Messages .....................3
Audiences to be addressed .........................5
Objectives for reaching each audience
Communication Tools for reaching each audience
Communications Tactics ...............................13
Objective for each tactic
Audience served
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City of Arden Hills
TCAAP Redevelopment Communication Plan
Key Audiences, Tactic and Tools April, 2008
Objectives and Key Messages
Recommended objectives for City of Arden Hills communication on behalf of
the TCAAP redevelopment:
. To increase understanding among citizens of Arden Hills and other key
audiences of the opportunities presented by the potential redevelopment
of the TCAAP site.
. To develop an understanding of the goals, objectives and timelines of the
TCAAP redevelopment project among stakeholders.
. To create communications channels between the City of Arden Hills and
stakeholders within the community and those within other communities
who will have an impact on the successful redevelopment of the site.
. To build support for the city's vision among stakeholders who will have an
impact on the success of the redevelopment project.
Key messages for TCAAP Communications
The TCAAP site offers a tremendous opportunity for the City of Arden Hills
to manage its future for the benefit of its citizens and neighbors.
TCAAP includes more than 2,300 acres and makes up approximately 1/3
of the land within the City of Arden Hills. Plans call for the redevelopment
of 585 acres of the site adjacent to Interstate 35W and State Highway 10.
. The land is currently contaminated and must be cleaned up to
proper environmental standards.
. Of the redevelopment portion of the site:
o 77 acres will be dedicated to recreational uses such as
athletic fields.
o 49 acres will be dedicated to a wildlife corridor.
o 459 acres will be dedicated to residential and commercial
uses.
. As federal land, the entire site does not pay property tax.
. The current planning process allows the city to have significant
control over the use of the land.
The redevelopment of TCAAP will provide Iifecycle housing, retail and
commercial services, jobs and a place to accommodate growth.
The redevelopment of the TCAAP site will create new commercial and
employment opportunities to serve the citizens of Arden Hills and the
region.
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City of Arden Hills
TCAAP Redevelopment Communication Plan
Key Audiences, Tactic and Tools April, 2008
The TCAAP site is the last large piece of land available in the City of Arden
Hills for the development of residential shopping and employment
opportunities.
Residential development on the TCAAP site will create a range of housing
opportunities that will allow people to live in Arden Hills at all stages of life:
as children, young professionals, adults with families and as seniors.
Development of the TCAAP site will open up more recreational space for
citizens of Arden Hills and the region.
The redevelopment of the TCAAP site is moving forward.
. Planning for redevelopment of the TCAAP site began more than 20
years ago when the federal government announced the closure of
the ammunition plant.
. Through a competitive process, The City of Arden Hills selected
RRLD, LCC (Ryan Companies) as the city's development partner for
the project in 2002.
. Congress has created a special process- called early transfer- that
allows a developer to assume responsibility for environmental clean
up of the land and expedite the redevelopment process,
. The City of Arden Hills and the federal government came to a
purchase agreement for the 585 acre redevelopment site in
February 2007 and are currently negotiating the clean up of the
land.
. The City and RRLD are working on a master plan for the site to
define the land uses.
. Within the next year, the City expects to take possession of the land
and immediately sell it to the developer.
. The City is seeking legislative funding for transportation
improvements and expects those to be under construction in 2009.
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City of Arden Hills
TCAAP Redevelopment Communication Plan
Key Audiences. Tactic and Tools April. 2008
Audiences to be addressed
Primary Audience:
All Citizens of Arden Hills
Defined
Citizens of the City of Arden Hills
Objectives for communications with this audience:
. To increase understanding among citizens of Arden Hills and other key
audiences of the opportunities presented by the potential
redevelopment of the TCAAP site.
. To develop understanding of the goals, objectives and timelines of the
TCAAP redevelopment among stakeholders.
Communication tools for achieving these objectives:
. Arden Hills Notes Newsletter/ TCAAP Supplement
. City of Arden Hills website
. Opt-in E-mail list from city website
. Media relations
. Meetings/ presentations to community groups
All Citizens of interested communities surrounding Arden Hills
Defined
. Citizens of communities adjacent to the City of Arden Hills.
Objectives for communications with this audience:
. To increase understanding among neighbors of the opportunities
presented by the potential redevelopment of the TCAAP site.
. To develop understanding of the goals, objectives and timelines of the
TCAAP redevelopment among stakeholders.
Communication tools for achieving these objectives:
. Arden Hills Notes Newsletter/ TCAAP Supplement
. City of Arden Hills Website
. Opt-in E-mail list from city website
. Media Relations
. Meetings with leaders in adjacent communities
Special Audiences:
Community Leadership
Defined
. Volunteer Leadership serving on:
a Planning Commission
a Economic Development Commission
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City of Arden Hills
TCAAP Redevelopment Communication Plan
Key Audiences, Tactic and Tools April. 2008
o Communications Committee
o Parks Trails and Recreation Committee
o Financial Planning and Analysis Committee
o Karth Lake Improvement District
Objectives for communications with this audience:
o To increase understanding among citizens of Arden Hills and other key
audiences of the opportunities presented by the potential
redevelopment of the TCAAP site.
o To develop understanding of the goals, objectives and timelines of the
TCAAP redevelopment among stakeholders.
o To create communications channels between the City of Arden Hills
and stakeholders within the community and those within other
communities who will have an impact on the successful
redevelopment of the site.
o To build support for the city's vision among stakeholders who will have
an impact on the success of the redevelopment project.
Communication Too(s for achieving these objectives:
o Newsletter
o Regular meetings
o Media Relations
Elected officials/ Administrators representing the jurisdictions in and
around Arden Hills
Defined
o Ramsey County Board
o Minnesota House of Representatives
o Representative Kate Knuth
o Minnesota Senate
o Senator Satveer Chaudhary
o Office of the Governor
o Congresswoman Betty McCollum
o Congressman James Oberstar
o Senator Amy Klobuchar
o Senator Norm Coleman
o Metropolitan Council
o Blaine City Council
o Moundsview City Council
o Shoreview City Council
o New Brighton City Council
o Roseville City Council
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City of Arden Hills
TCAAP Redevelopment Communication Plan
Key Audiences. Tactic and Tools April. 2008
Objectives for communications with this audience:
. To increase understanding among citizens of Arden Hills and other key
audiences of the opportunities presented by the potential
redevelopment of the TCAAP site.
. To develop understanding of the goals, objectives and timelines of the
TCAAP redevelopment among stakeholders.
. To create communications channels between the City of Arden Hills
and stakeholders within the community and those within other
communities who will have an impact on the successful
redevelopment of the site.
. To build support for the city's vision among stakeholders who will have
an impact on the success of the redevelopment project.
Communication Tools for achieving these objectives:
. Arden Hills Notes Newsletter! TCAAP Supplement
. Regular policy maker! staff meetings
. Electronic Communications
Officials of Institutions in Arden Hills
Defined
Representatives of
. Bethel University
. Northwestern College
. Moundsview Public Schools
Objectives for communications with this audience:
. To increase understanding among citizens of Arden Hills and other key
audiences of the opportunities presented by the potential
redevelopment of the TCAAP site.
. To develop understanding of the goals, objectives and timelines of the
TCAAP redevelopment among stakeholders.
. To create communications channels between the City of Arden Hills
and stakeholders within the community and those within other
communities who will have an impact on the successful
redevelopment of the site.
. To build support for the city's vision among stakeholders who will have
an impact on the success of the redevelopment project.
Communication Tools for achieving these objectives:
. Newsletter
. Regular meetings
. Electronic communications
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City of Arden Hills
TCAAP Redevelopment Communication Plan
Key Audiences, Tactic and Tools April, 2008
Individuals served by the institutions in Arden Hills
Defined
Individuals served by
o Bethel University
o Northwestern College
o Moundsview Public Schools
Objectives for communications with this audience:
o To increase understanding among citizens of Arden Hills and other key
audiences of the opportunities presented by the potential
redevelopment of the TCAAP site.
o To develop understanding of the goals, objectives and tirnelines of the
TCAAP redevelopment among stakeholders.
o To create communications channels between the City of Arden Hills
and stakeholders within the community and those within other
communities who will have an impact on the successful
redevelopment of the site.
o To build support for the city's vision among stakeholders who will have
an impact on the success of the redevelopment project.
Communication Toofs for achieving these objectives:
o Arden Hills Notes Newsletter/ TCAAP Supplement
o Regular meetings
o Media Relations
o Public Forum
Media
Defined
Immediate Community Print Media
o Ramsey County Sun-Focus
o Shoreview Arden Hills Bulletin
Regional Print Media
o Pioneer Press
o Star Tribune
o MinnPost
o Metropolitan Council Newsletter
o Minneapolis Saint Paul Business Journal
o Twin Cities Real Estate Journal
Neighborhood Electronic Media
o CTV
Regional Electronic Media (News and public affairs programming)
o KNOW-Minnesota Public Radio
o KSTP AM Radio
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City of Arden Hills
TCAAP Redevelopment Communication Plan
Key Audiences, Tactic and Tools April, 2008
o WCCO AM Radio
o KFAI Radio
o KARE TV
o KMSP TV
o KSTP TV
o KTCA/KTCI Public television
o WCCO TV
Objectives for communications with this audience:
o To increase understanding among citizens of Arden Hills and other key
audiences of the opportunities presented by the potential
redevelopment of the TCAAP site.
o To develop understanding of the goals, objectives and timelines of the
TCAAP redevelopment among stakeholders.
o To create communications channels between the City of Arden Hills
and stakeholders within the community and those within other
communities who will have an impact on the successful
redevelopment of the site.
o To build support for the city's vision among stakeholders who will have
an impact on the success of the redevelopment project.
Communication Tools for achieving these objectives:
o Background / educational meetings with key reporters
o News releases
o Personal relationships
Employers in Arden Hills
Defined
Large employers in Arden Hills;
o Boston Scientific Corporation
oLand 0' Lakes
o MSllnsurance
o Fair Isaac
o Presbyterian Homes-Johanna Shores
o Sims Deltec
Objectives for communications with this audience;
o To increase understanding among citizens of Arden Hills and other key
audiences of the opportunities presented by the potential
redevelopment of the TCAAP site.
o To develop understanding of the goals, objectives and timelines of the
TCAAP redevelopment among stakeholders.
o To create communications channels between the City of Arden Hills
and stakeholders within the community and those within other
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City of Arden Hills
TCAAP Redevelopment Communication Plan
Key Audiences, Tactic and Tools April, 2008
communities who will have an impact on the successful
redevelopment of the site.
o To build support for the city's vision among stakeholders who will have
an impact on the success of the redevelopment project.
Communication Tools for achieving these objectives:
o Arden Hills Notes Newsletter/ TCAAP Supplement
o Regular meetings
o Media Relations
o Public Forum
o Electronic Communications
Business/ Economic Development Associations in Arden Hills
Defined
o Saint Paul Area Chamber of Commerce
o Minneapolis Regional Chamber of Commerce
o Visit Minneapolis North
o ULI- Urban Land Institute
o Builders Association of the Twin Cities
o Saint Paul Association of Realtors
o Sustainable Land Use Coalition
Objectives for communications with this audience:
o To increase understanding among citizens of Arden Hills and other key
audiences of the opportunities presented by the potential
redevelopment of the TCAAP site.
o To develop understanding of the goals, objectives and timelines of the
TCAAP redevelopment among stakeholders.
o To create communications channels between the City of Arden Hills
and stakeholders within the community and those within other
communities who will have an impact on the successful
redevelopment of the site.
o To build support for the city's vision among stakeholders who will have
an impact on the success of the redevelopment project.
Communication Tools for achieving these objectives:
o Newsletter
o Regular meetings
o Media Relations
o Public Forum
o Electronic Communications
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City of Arden Hills
TCAAP Redevelopment Communication Plan
Key Audiences, Tactic and Tools April, 2008
Faith Communities in Arden Hills
Defined
. North Heights Lutheran Church
. Pilgrim House Unitarian Universalist Fellowship
. Trinity Lutheran
. Hope Christian (Shoreview)
. Others
Objectives for communications with this audience:
. To increase understanding among citizens of Arden Hills and other key
audiences of the opportunities presented by the potential
redevelopment of the TCAAP site.
. To develop understanding of the goals, objectives and timelines of the
TCAAP redevelopment among stakeholders.
. To create communications channels between the City of Arden Hills
and stakeholders within the community and those within other
communities who will have an impact on the successful
redevelopment of the site.
. To build support for the city's vision among stakeholders who will have
an impact on the success of the redevelopment project.
Communication Tools for achieving these objectives:
. Arden Hills Notes Newsletter/ TCAAP Supplement
. Regular meetings
. Media Relations
. Public Forum
. Electronic Communications
Special Resident Constituencies
Defined
. Arden Manor
. Hunter's Park
. Cottage Villas
. Parkshore Apartments Presbyterian Homes
. Briar Knoll
Objectives for communications with this audience:
. To increase understanding among citizens of Arden Hills and other key
audiences of the opportunities presented by the potential
redevelopment of the TCAAP site.
. To develop understanding of the goals, objectives and timelines of the
TCAAP redevelopment among stakeholders.
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City of Arden Hills
TCAAP Redevelopment Communication Plan
Key Audiences, Tactic and Tools April, 2008
o To create communications channels between the City of Arden Hills
and stakeholders within the community and those within other
communities who will have an impact on the successful
redevelopment of the site.
o To build support for the city's vision among stakeholders who will have
an impact on the success of the redevelopment project.
Communication Tools for achieving these objectives:
o Newsletter
o Regular meetings
o Media Relations
o Public Forum
o Electronic Communications
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City of Arden Hills
TCAAP Redevelopment Communication Plan
Key Audiences, Tactic and Tools April, 2008
Communications Tactics
Top Recommendations
Develop a 'Cost/Benefit statement' clearly describing the potential financial and
social benefits of redeveloping the TCAAP site balanced against the financial
and opportunity costs.
Objective:
Provide audiences with a clear statement of the potential financial and
social benefits of redeveloping the TCAAP site balanced against the
financial and social costs.
Audiences Reached:
. All Citizens of Arden Hills
. Elected officials/ Administrators representing the jurisdictions in Arden
Hills
. Officials of Institutions in Arden Hills
. Individuals served by the institutions in Arden Hills
. Media
. Employers in Arden Hills
. Business/ Economic Development Associations in Arden Hills
. Faith Communities in Arden Hills
. Key Resident Constituencies
Format:
. A fact sheet that outlines in concise terms the potential financial and
social benefits of redeveloping the TCAAP site balanced against the
financial and opportunity costs.
Conduct a survey to measure attitudes and understandings of the opportunities
and costs offered by the proposed redevelopment of the TCAAP site to establish
a baseline of current understandings.
Objectives:
. Measure current attitudes and understandings of the opportunities and
costs offered by the proposed redevelopment of the TCAAP site to
establish a baseline of current understandings.
. Re-measure annually to identify changes in attitudes and
understanding and to test public support/ interest in alternatives,
Audiences Reached:
. All Citizens of Arden Hills
. Elected officials/ Administrators representing the jurisdictions in Arden
Hills
. Officials of Institutions in Arden Hills
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City of Arden Hills
TCAAP Redevelopment Communication Plan
Key Audiences, Tactic and Tools April, 2008
. Individuals served by the institutions in Arden Hills
. Media
. Employers in Arden Hills
. Business/ Economic Development Associations in Arden Hills
. Faith Communities in Arden Hills
. Key Resident Constituencies
Format:
. Opinion/preference survey to determine level of awareness and
understanding of the redevelopment, transit needs and preferred
altematives.
Establish a quarterly TCAAP supplement to Arden Hills Notes.
Frequency:
Quarterly
Objective:
. Serve as primary communication vehicle with citizens and other key
audiences on TCAAP.
. Deliver key messages to Arden Hills stakeholders and other key
audiences on a regular. predictable and timely basis.
. Keep stakeholders up to date on issues. activities. milestones and
benefits of TCAAP Redevelopment.
. Remind stakeholders of other information/ participation/ contact
opportunities.
Audiences Reached:
. All Citizens of Arden Hills
. Elected officials/ Administrators representing the jurisdictions in Arden
Hills
. Officials of Institutions in Arden Hills
. Individuals served by the institutions in Arden Hills
. Media
. Employers in Arden Hills
. Business/ Economic Development Associations in Arden Hills
. Faith Communities in Arden Hills
. Key Resident Constituencies
Format:
To be determined
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City of Arden Hills
TCAAP Redevelopment Communication Plan
Key Audiences, Tactic and Tools April, 2008
Develop a presentation about the opportunity provided by TCAAP and seek
opportunities for elected and appointed officials to present in front of community
groups.
Objective:
. Deliver TCAAP Redevelopment messages to service clubs, business
organizations and other venues throughout the service area. Take
feedback directly at the meetings.
Messages delivered:
. You can help shape the TCAAP redevelopment by taking part in:
. Website
. Public meetings
. Public forums (featuring neighborhood leaders from cities that
have completed successful transit investments)
. Individual meetings
Audiences Reached:
. All Citizens of Arden Hills
. Elected officials/ Administrators representing the jurisdictions in Arden
Hills
. Officials of institutions in Arden Hills
. Individuals served by the institutions in Arden Hills
. Media
. Employers in Arden Hills
. Business/ Economic Development Associations in Arden Hills
. Faith Communities in Arden Hills
. Key Resident Constituencies
Format:
Develop a standard speech/ presentation that can be easily modified for
audience needs.
Develop a series of community meetings designed to specifically address
affordable housing issues and the role that TCAAP redevelopment can play in
resolving them.
Objective:
. Address a significant issue that will have a significant impact on the
future growth of Arden Hills and has the potential to slow progress on
the redevelopment of TCAAP.
Audiences Reached:
. All Citizens of Arden Hills
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City of Arden Hills
TCAAP Redevelopment Communication Plan
Key Audiences, Tactic and Tools April, 2008
. Elected officials/ Administrators representing the jurisdictions in Arden
Hills
. Officials of institutions in Arden Hills
. Individuals served by the institutions in Arden Hills
. Media
. Employers in Arden Hills
. Business/ Economic Development Associations in Arden Hills
. Faith Communities in Arden Hills
. Key Resident Constituencies
.
Format:
In cooperation with government jurisdictions and Arden Hills residents with
concerns about affordable housing issues, convene a public input/
comment process that will raise and address affordable and lifecycie
housing issues.
strengthen relationships between the city and the organizations representing
business in the region to broaden understanding of the TCAAP opportunity and its
challenges among business leaders.
Objective:
. Develop relationships with regional business associations so that they
can serve as partners in advocating appropriate development for the
TCAAP site.
Audiences Reached:
. Elected officials/ Administrators representing the jurisdictions in Arden
Hills
. Officials of Institutions in Arden Hills
. Media
. Employers in Arden Hills
Format
Engage city staff and officials in the businesses organizations as active
members.
Provide organization staff and volunteer leadership with updated
information to help them grow as advocates for appropriate
development.
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City of Arden Hills
TCAAP Redevelopment Communication Plan
Key Audiences, Tactic and Tools April, 2008
Take advantage of the electronic communications capabilities of the current
Arden Hills City Website to push information to citizens and other stakeholders
and create channels for stakeholders to communicate with the city. Features not
currently being used to their full potential include:
Broadcast E-mail
Online surveys
Video delivery
Online discussion groups
Electronic document delivery
Objective:
. Develop the capability to reach stakeholders and opinion leaders
quickly through existing capabilities of the City's website and to
provide a feedback mechanism for the public.
Audiences Reached:
. Elected officials/ Administrators representing the jurisdictions in Arden
Hills
. Officials of Institutions in Arden Hills
. Media
. Employers in Arden Hills
. Business/ Economic Development Associations in Arden Hills
. Faith Communities in Arden Hills
Format
Short takes on breaking news/ information that will allow people on the list
to be the first to hear about new developments, website updates,
meetings, etc.
Establish a proactive media relations program to reach out to reporters with
TCAAP story ideas, milestone announcements, opinion pieces and other
methods for delivering the city's messages.
Key Reporter Meetings
Objective:
To assure that those who filter information about the TCAAP
redevelopment before it gets to the general public understand what is
happening and have a trusted and knowledgeable spokesperson to
contact with questions.
Audiences Reached:
. Media/ gatekeepers/ editorial writers.
Format:
Regular meetings with key reporters at selected media outlets to keep
them abreast ofTCAAP development.
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City of Arden Hills
TCAAP Redevelopment Communication Plan
Key Audiences, Tactic and Tools April, 2008
Milestone Releases
Objective:
Assure a constant flow of accurate information about TCAAP
redevelopment to the affected publics in a credible and balanced
manner.
Audiences Reached:
. Media
. All stakeholders
Position primary spokesperson as a knowledgeable, objective voice for the
redevelopment needs of the region in general and the TCAAP Site in particular.
Objective:
. Establish one or two individuals as the official source of city related
information on TCAAP.
Audiences Reached:
. All audiences
Format:
. Establish relationships with reporters from all media outlets serving
Arden Hills and its stakeholders.
. Provide by-lined articles to newspapers.
. Provide by-lined op/ed articles on a predictable schedule and as
events warrant.
Establish a city media policy and protocol for official city media statements and
comments specific to TCAAP but applicable to all uses.
Objective:
. Provide a clear set of operating guidelines under which city staff
and officials will communicate with the media.
Audiences Reached:
. All audiences
Format:
. A clear policy for the way media operate at city meetings and
internal communication about media contacts,
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Cify of Arden Hills
TCAAP Redevelopment Communication Plan
Key Audiences, Tactic and Tools April, 2008
Establish 0 Public Information Officer function within the city - os 0 specific
responsibility for on existing employee, or os 0 port time consulting position. This
individual will be responsible for managing the content of the city's websile,
serving os on expert resource for the Communications Committee, proactively
building relationships with the media, seeking opportunities to tell the city's story
and managing and enforcing the city media contact policy.
Objective:
o Create staff accountability for advancing strategic communications
on behalf of the city.
o Assure that information is delivered to constituencies in a regular,
timely and strategic manner.
o Provide the volunteer communications committee with an appropriate
level of staff support.
Audiences Reached:
o All audiences
Additional Communication Tools for Consideration
Moster mailing/ Contact List
Objective:
o Build and maintain a contact list of individuals with an expressed
interest in the TCAAP redevelopment,
Audiences Reached:
o Elected officials/ Administrators representing the jurisdictions in Arden
Hills
o Officials of Institutions in Arden Hills
o Individuals served by the institutions in Arden Hills
o Media
o Employers in Arden Hills
o Business/ Economic Development Associations in Arden Hills
o Faith Communities in Arden Hills
o Key Resident Constituencies
Format:
Develop a mailing list of all identified members of strategic audiences,
Information includes name, address, affiliation, phone number, fax
number and e-mail address.
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City of Arden Hills
TCAAP Redevelopment Communication Plan
Key Audiences, Tactic and Tools April. 2008
Publications:
Messages to Congressional representatives and legislative representatives
Frequency:
Monthly
Objective:
. Serve as primary communication vehicle with elected officials/
Administrators representing Arden Hills.
. Deliver key messages to Arden Hills representatives and other key
audiences on a regular, predictable and timely basis.
. Keep representatives up to date on issues, activities, milestones and
benefits of TCAAP Redevelopment.
Audiences Reached:
. Elected officials/ Adminisfrators representing the jurisdictions in Arden
Hills.
Format:
To be determined
Cable TV Talk show- This is TCAAP
Objective:
. Serve as an information vehicle with citizens and other key audiences
on TCAAP.
. Deliver key messages to Arden Hills stakeholders and other key
audiences on a regular, predictable and timely basis.
. Keep stakeholders up to dote on issues, activities, milestones and
benefits of TCAAP Redevelopment.
. Remind stakeholders of other information/ participation/ contact
opportunities.
Audiences Reached:
. All Citizens of Arden Hills
. Elected officials/ Administrators representing the jurisdictions in Arden
Hills
. Officials of Institutions in Arden Hills
. Individuals served by the institutions in Arden Hills
. Media
. Employers in Arden Hills
. Business/ Economic Development Associations in Arden Hills
. Faith Communities in Arden Hills
. Key Resident Constituencies
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City of Arden Hills
TCAAP Redevelopment Communication Plan
Key Audiences, Tactic and Tools April, 2008
Format:
Use city's CATV allocation to create a video for replay on CATV, the city
website and other venues.
E-Mail Update
Frequency:
To be determined
Objective:
. Deliver key messages to Arden Hills stakeholders and other key
audiences on a regular, predictable and timely basis.
. Keep stakeholders up to date on progress, milestones and public
outreach activities.
. Keep TCAAP 'top of mind' for stakeholders.
Messages delivered
. You can learn about the TCAAP redevelopment project through:
. Website
. Public forums
. Individual meetings
. Fact Sheets
. All key messages
Fact Sheets
Frequency:
As needed
Objective:
. Answer the Frequently Asked Questions through a series of fact sheets
that will be updated as new information is developed.
Audiences Reached:
. All audiences
Format:
One page fact sheets with illustrations as appropriate. Distributed through
the website, at meetings and through direct mail.
Direct Outreach
Speaking Tour/ Speakers Bureau
Objective:
. Inform community members of the opportunities presented by the
TCAAP development project through service clubs, business
organizations and other venues throughout the service area.
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City of Arden Hills
TCAAP Redevelopment Communication Plan
Key Audiences, Tactic and Tools April, 2008
Audiences Reached:
. Institutions
. Community service groups
. Faith Communities
Format:
. Develop a standard speech/ presentation that can be easily modified for
audience needs.
. Arrange speaking dates in identified markets in service area.
Traveling Display
Objective:
. Create an informational display that can be set up at public meetings
and in public spaces. Offer explanatory information on the TCAPP
redevelopment project and a feedback opportunity (contact person, e-
mail address, website address, voice mail box).
Audiences Reached:
. Institutions
. Community service groups
. Faith Communities
Format:
Develop a free-standing display to deliver messages about Arden Hills.
Features will include maps, overhead photos, public involvement options and
fact sheets,
Possibilities include access to website, comment mechanism (e.mail or
paper), schedule of events.
Will be set up at speaking engagements, public events and in library and
community center lobbies.
Visits with key audiences
Objective:
. Deliver TCAAP information to key audiences.
. Establish personal relationships between spokesperson/ key contacts and
key audience.
Audiences Reached:
. Elected officials/Administrators representing the jurisdictions in Arden Hills
. Officials of Institutions in Arden Hills
. Employers in Arden Hills
. Business/ Economic Development Associations in Arden Hills
. Faith Communities in Arden Hills
Format:
One-on-one meetings with opinion leaders within key audiences.
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