district of sparwood community engagement strategy · mickelson consulting inc. sparwood community...

October 3, 2012

Prepared by: Mickelson Consulting Inc.

District of Sparwood Community Engagement Strategy

Communities Adapting to Climate Change Initiative

Mickelson Consulting Inc. Communications Strategy

Table of Contents 1.0 Situation Analysis Provides an overview of CACCI project

requirements for community engagement

1

2.0 Communication Objectives Identifies the key objectives for community engagement that support achieving goals for project.

2

3.0 Audience Outlines the internal and external audiences and their areas of interest.

2

4.0 Opportunities Identifies opportunities that will help to communicate to key audiences by leveraging existing communication platforms.

3

5.0 Issues & Challenges The issues and challenges are identified to help identify tactics and procedures to support improved communication.

3

6.0 Key Messages Guidelines The key messages themes form the foundation of the various communication materials developed to provide high quality, consistent and responsive messaging.

3

7.0 Communication Tools The communication tools inventory includes tools currently available and future considerations. Application of these tools is based on the target audiences, timelines, budget and issues/challenges as outlined in the community engagement strategy and related work plan. These tools are designed to gain the maximum exposure and impact with the most efficient use of resources.

3

8.0 Communication Categories Communication categories that support community engagement in a local government environment.

4

9.0 Community Engagement Work Plan

Key elements of the work plan to engage the general community and targeted groups.

6

10.0 Schedule & Resource Requirements

Proposed schedule and resource requirements to support work plan.

8

Mickelson Consulting Inc. Sparwood Community Engagement Strategy

1

District of Sparwood – Community Engagement Strategy 1.0 Situation Analysis: The District of Sparwood’s Communities Adapting to Climate Change Initiative supports the goals and objectives identified by the District and the Columbia Basin Trust as part of Sparwood’s Climate Change Adaptation Plan. Based on the Climate Adaptation Scanning and Planning Workshop held in November 2011 and report from January 2012, Sparwood has summarized its priority climate risks and actions in three areas: water supply, wildfire, and flooding and other extreme events. There are a number of potential projects and activities identified to support resiliency in these areas. Following a series of meetings with the CACCI team and department managers, a number of priority projects and services have been identified for the initial community engagement.

Priority Area District Activities Community Input/Action Interface Fire Urban Wildfire Protection Plan

Clearing of high risk areas Sustainable fuel management program budget and monitoring “Level 5” areas as highest risk

Private property risk assessment and clearing Preparedness and prevention during wildfire season Fire prevention general – smoke alarms, seasonal

Storm water management

Subdivision Servicing Bylaw – review to make more compatible for increased storm flows Storm retention pond - future Feasibility of different storm water management options/permeable services – review options before presenting to community Required bylaws to support programs

Engagement related to feedback on goals and options for improved storm water management, awareness of need for investment in infrastructure improvements Tips for residents to prevent flooding on property e.g. basements, sewer treatment plant impacts from draining into dump Emergency preparedness

Water Supply Water smart program Water metering program Aquifer mapping – future Future infrastructure considerations for sustainable development in residential and commercial areas, funding model Required bylaws to support programs.

Understanding meter rate structure and new billing system for water metering Awareness of infrastructure funding model and benefits – self-funding and only collect what is needed Input on ways to conserve water supply, increase awareness of water smart program, encourage full participation


2

Priority Area District Activities Community Input/Action Flooding & Extreme Events

Road clearing and road maintenance impacts – service requirements Budget impacts of extreme weather events – operational (freeze/thaw impacts on roads) and infrastructure costs (damaged and/or aging infrastructure) Safety assessment – risk areas for flooding, mitigation options

Emergency preparedness Understanding impacts and costs Private property – risk assessment and mitigation options to limit impacts of extreme weather Community support – assisting others e.g. snow clearing / shoveling

2.0 Community Engagement Objectives

• To engage District of Sparwood residents in a broad dialogue on issues and concerns around climate change to:

o Enhance the community’s understanding of the impacts and risks associated with climate change

o Build support for adaptation actions that will increase resilience o Provide the opportunity to plan the social, economic and environmental

future for the District of Sparwood in accordance with the community’s commitment to adapt to climate change.

• Generate input to create feasible approaches to climate adaptation • Identify local champions/communities of interest to support ongoing climate

adaptation initiatives and awareness • Increase understanding of roles and responsibilities related to property owners in

the context of safety and prevention measures to adapt to climate change 3.0 Audience External: • Workshop Participants • Residents

• Property owners • Rental properties • New homeowners

• Business Owners/Operators • Local builders • Teck

• School District and Local Schools (Administration & Teachers) • Youth/Students

• Environment Group in School • Sparwood Youth Facebook Page leaders

• First Nations? • Community Stakeholders/Interest Groups

• Chamber of Commerce


3

• Lions Club • Sparwood Futures • Senior’s Society • Sports organizations

Internal: • Frontline Staff – includes all employees whose primary role is interacting with

community, or whose job places them in regular contact with the community. • Outside workers • Council • Department Staff • Chief Administrative Officer and Manager Corporate Services 4.0 Opportunities This section reflects opportunities to expand communication in the community by leveraging resources and opportunities that are outside of the District of Sparwood.

Ø Communication networks through stakeholder groups, e.g. existing publications, websites and email groups

Ø Existing meetings hosted by target audience groups e.g. Chamber of Commerce Ø Community Events e.g. Coal Miner Days, Fire Prevention Week, Emergency

Preparedness Week Ø Working with schools Ø Existing online forums or blogs Ø Water smart ambassador program (CBT) Ø Teck – employee days, worker housing Ø Canfor Ø Sparwood Registration Fair – Leisure programs

5.0 Issues & Challenges

Ø Apathy/lack of interest/too busy Ø Not vested in community – shift work involving 4 days on, 4 days off and out of

town Ø Seems insurmountable – message: can’t fight climate change, but we can adapt

6.0 Key Message Themes

Ø To be determined based on approved campaign slogan and content focus areas 7.0 Communication Tools Inventory Minimal or No Cost:

Ø Website Ø District email groups (subscribe/unsubscribe) – feasibility to be determined Ø Media Relations - reporter briefings, news releases, PSAs Ø Public meetings Ø Q&A for frontline phone and web customer relations Ø Online surveys - to be determined Ø Discussion forums - to be determined


4

Ø Social media – Facebook, Twitter Ø Presentations – PowerPoint with speaking notes

Budget Required:

Ø Advertising – local newspapers Ø Newsletter Ø Brochures Ø Posters Ø Bill Inserts Ø Direct Mail Ø Displays – open house boards, pull-up banners - to be determined Ø Project signs

Future Consideration:

Ø Social Media: Blogs, YouTube (reserve name space) Ø Outdoor advertising: transit shelters, street banners, signage Ø Vehicle signage Ø E-newsletter

8.0 Communication Categories The following are the core categories that support communication within the District of Sparwood. Recommended tactics and future considerations for community engagement for CACCI are outlined in the work plan in section 9.0. Media Relations (proactive and reactive)

Ø Effective media relations require timely information, with news hooks that connect to community and generate interest. Tactics require prompt response to media enquiries, trained and informed spokespeople, central coordination and media monitoring to ensure consistent messaging and timely response, and an understanding of when to flag issues and how to generate positive media coverage.

Council Communication

Ø Council plays a central role as leaders in the CACCI projects. The Mayor is an ideal spokesperson to represent the District of Sparwood and its initiatives to support effective climate adaptation. As well, all Council members require information updates and communication support to help promote increased information sharing and consultation in the community. This is achieved through strategic media relations, public relations, event support and a range of tactics to encourage and facilitate community engagement.

Marketing and Promotion

Ø Effective marketing communication to promote CACCI goals and objectives and engage the community involves a consistent, cohesive and distinctive campaign that is salient in the market, reflects the organizational brand and speaks to audience interests and priorities.

Education and Awareness

Ø As a public service, the District is responsible for delivering a range of services in the community and several of these align with CACCI goals and objectives;


5

however, community members also have some responsibilities to promote community safety and welcoming, respectful neighbhourhoods.

Ø The District also delivers services such as road clearing and other seasonal requirements such as burning bans and information dissemination assists with raising awareness of how programs and requirements are applied.

Ø Other community requirements involve adhering to bylaws and may involve actions by community members, such clearing land to prevent wildfire, adhering to water restrictions, or other activities that may involve tickets or penalties.

Ø Communication supports these efforts by highlighting community member responsibilities, raising awareness about the importance of these programs and requirements and providing tips and other information.

Capital Project Communication

Ø Capital projects involve a significant investment to improve infrastructure and provide community benefits; however, these projects often involve short-term impacts that may result in issues or community concerns if not addressed or communicated effectively.

Ø Early and ongoing communication to key audiences, along with opportunities for input and potential mitigation, helps to address concerns early, promote awareness of benefits (short term inconvenience for long-term improvements) and provide options to reduce effects of construction, such as early notice of alternate routes to minimize travel disruptions.

Community Consultation

Ø Community consultation is central to the CACCI community engagement strategy. Consultation is most critical when projects involve significant changes in the community or have a direct impact on residents or businesses. Examples include community planning and development activity, policy development, bylaw changes that affect property owners and capital projects.

Ø It is essential to provide these community input opportunities early in processes, and to focus on considerations where the community can influence decisions. It is also important to provide the context for decision-making, as community input is one element in the evaluation process, and financial and/or technical requirements are also applied.

Ø Effective consultation involves notification and outreach to audiences affected by the program or planning initiative, including direct contact to primary audiences and general notice to the community. Consultation should involve multiple opportunities to provide input, and a summary report of input is provided at completion of the consultation process.

Staff Engagement & Internal Communication

Ø Employee morale and service levels improve when staff members are informed and aware of activities and decisions affecting their work and the community. This information sharing includes information from senior management through to frontline staff as well as communication between departments.

Ø Communication tactics need to reflect considerations such as shifts, access to computers and level of detail required. Effective communication involves a mix of online, printed and face-to-face communication that is timely and relevant.

Ø Staff engagement is also important and involves opportunities for employees to share input on new initiatives or in planning exercises, generate ideas for strategic change management and provide feedback.

Issues Management


6

Ø Issues management involves early notice and prompt escalation of issues to ensure Council and senior management is aware of the concerns – ideally before they escalate to the media. An issues management process involves evaluation criteria to determine when to escalate concerns and who will be involved in message development and response. It is also tied to the media policy to ensure there is a consistent response to media and the community.

9.0 Community Engagement Work Plan General Community Outreach Town Hall Meetings These meetings will combine an open house layout to allow people to arrive and meet with various groups, along with a presentation early in the session, with Sparwood leadership and subject matter experts (SMEs) providing a short presentation and the opportunity to ask questions. The Open House stations will then be staffed by the SMEs and will include the opportunity for additional feedback on comment cards. Components & Tactics:

• Notification: o news release and media backgrounder o print ads o posters o website o Facebook event notifications and posts o YouTube video links to establish need (Ted Video and CBT video links,

news videos from wildfire events,) o email and/or letter of invitation to key interest groups and workshop

participants o email notice to all staff o posters in staff areas o mention at Council meeting prior to meetings

• Q&A for staff – frontline and participants at Town Hall • Open House Information Stations:

o PowerPoint shows, display boards or other demonstrations/models if available and applicable

o CACCI brochure o Other information materials at various stations - “what we need from you”

details • Town Hall Presentation with Open Mic: Subject Matter Expert(s)

o focus on key content areas and available for Q&A following presentation o ideally one primary speaker who is engaging and reputable to set stage for

need o session facilitated by Mickelson Consulting

• Comment Card / Feedback Form (used in all engagement) – aligned with topic areas for stations and “what we need from you” content

Community Input Survey and/or Discussion Forum

• Website survey on key input areas. This depends largely on the type of input/feedback you are looking for and would come after the Town Halls. Promote the survey at the Town Hall to encourage


7

• Ideally with incentive of prize “Home adaptability and preparedness kit” - to be determined


8

Community Awareness – Need for CACCI • Advertising • Posters at facilities and in community venues/businesses • Campaign link to other communications for related projects • Plotter posters – on foam-board at events • Community event display/activity centre (Coal Miner Days, Registration Fair,

other events) – future consideration • News release as required to flag new activities related to CACCI • Media tours to risk areas for photo/video

Targeted Engagement Staff Sessions – Frontline staff involved in CACCI projects/services

• Advance briefing meetings – follow up on November workshop and report outcomes, next steps overview, how they can help

• Feedback on focus areas – what it means to community, what input needed CACCI November Workshop Participants

• Advance briefing meetings – follow up on November workshop and report outcomes, next steps overview, how they can help

• Feedback on focus areas – what it means to community, what input needed Community Stakeholders/Interest Groups

• Attend meetings and give presentation, with Q&A (Sparwood leads – possibly Mayor?)

• Invitation to Town Hall – disseminate to members • Notice of survey – disseminate to members • Targeted feedback: What does it mean to me – my business, my interest area, my

community? Business/Industry

• Teck Employee Appreciation Day activity centre/display and comment cards • Survey link – for dissemination to employees • Business leader meeting – presentation, SMEs, materials – what we need from

you messages • Targeted feedback: What does it mean to me – my business, my interest area, my

community? Youth – Resistance is Futile/It’s our future – what can we do?

• Facebook and/or discussion forum • Video and/or photo contest? • Volunteer opportunities – e.g. Interface Fire clean up or door drops • Resiliency & Adaptability Champion Team (Re-ACT)

Schools

• School District PD day presentation (Sparwood leads but with SMEs) • Fire prevention week – activity assembly (fall 2012 pilot) • Emergency Preparedness Week – activity assembly (spring 2013) • School kits for elementary students (grades 4 & 5) – future consideration • High school volunteer program integration – future consideration


9


10

10.0 Schedule and Resource Requirements Proposed Schedule: October 25: Notice of meetings for staff and November workshop participants Nov 5 - 30

- Meetings with staff - Notifications and promotion for Town Hall Meetings

December 7 & 8, 2012

- Town Hall Meetings (Friday evening, Saturday afternoon) March 1, 2013 – Summary report on engagement process Resource Requirements: Town Hall & Targeted Engagement Requirements:

• Venue • AV and PA set up • Information materials for each station and campaign brochure • Display boards • Laptops/PCs and other presentation or exhibits for each station (what does CBT

have for hands on?) • Ability to run video on big screen • Comment cards • PowerPoint presentation • Community notification – ads, posters, invitation to interest groups, social

media, youth environment team • Q&A for staff

Notification Requirements:

• Print ads • News release • Posters • Postcards • Signage • Email to targeted audiences • Website and social media posts

district of sparwood community engagement strategy · mickelson consulting inc. sparwood community...

Documents