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STAKEHOLDER ENGAGEMENT PLAN

March 2012

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IMAGINE CENTRAL ARKANSAS: STAKEHOLDER ENGAGEMENT PLAN

Imagine Central Arkansas

DRAFT

TABLE OF CONTENTS

OVERVIEW . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 1

BRANDING: CREATING AN IMAGE . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 2

Name and Slogan . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 2

Logo . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 2

TARGET AUDIENCES: REACHING A DIVERSE POPULATION . . . . . . . . . . . . . . . . . 3

Engaged Public . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 3

Hard to Reach Populations . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 3

Special Interest Groups . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 3

OUTREACH OBJECTIVES . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 5

Listen . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 5

Create Awareness . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 5

Educate . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 5

Collect Feedback . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 5

Prioritize . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 5

A MULTIPLATFORM APPROACH TO OUTREACH: TOOLS

AND TECHNIQUES . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 6

Primary Elements . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 6

Web-based Presence . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 6

Visualization . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 7

Social Media . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 7

Supporting Elements . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 9

Public Workshops . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 9

Mobile Workshops . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 9

Focus Groups and Stakeholder Interviews . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .10

Use of Technology . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .10

Supplementary Elements . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .10

Coordination with Planning Outreach Liaisons . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .11

PUTTING IT ALL TOGETHER: OUTREACH AND ENGAGEMENT STRATEGY . . 12

I. Kickoff /Listening/Educating . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .14

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DRAFT

II. Building the Alternative Futures . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .15

III. Selecting a Preferred Vision/Future . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .17

IV. Implementation . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .17

Appendix A: Style and Branding

Appendix B: Outreach Tools and Techniques

Appendix C: RPAC Outreach Tool Prioritization Results Memo

page | 1Imagine Central Arkansas

IMAGINE CENTRAL ARKANSAS: STAKEHOLDER ENGAGEMENT PLAN DRAFT

OVERVIEWImagine Central Arkansas is a two-plus year conversation with those

who call the region home. This conversation is essential to creating a

meaningful, long-term strategy that has strong public support and is

an accurate representation of what the region wants to become over

the next 30 years.

The Stakeholder Engagement Plan will lay the groundwork for Imagine Central Arkansas by developing the capacity for a regional conversation

in consultation with Metroplan staff , their consultants and the Regional

Planning Advisory Council (RPAC). The Stakeholder Engagement Plan

will guide outreach eff orts for the duration of the planning process and

addresses all of the necessary elements including branding, outreach

objectives, tools and techniques and the outreach and communica-

tion strategy.

FaulknerFaulkner

LonokeLonokeSalineSaline

PulaskiPulaski

20 Miles0 105

GrantGrant

20 Miles000 105

Legend

CARTS Study Area

Metro Plan Members

440

40

430

30

40

Benton

ROCK

Conway

Jacksonville

North Little Rock

65

67

35

165

Bauxite

Haskell

BryantShannon Hills

Alexander

Maumelle

Cammack

Sherwood

Wrightsville

Greenbrier

Mayflower

Wooster

Vilonia

AustinWard

Lonoke

630

Mt. Vernon

Hot Springs Village

SheridanSheridan

2 | page Imagine Central Arkansas

IMAGINE CENTRAL ARKANSAS: STAKEHOLDER ENGAGEMENT PLANDRAFT

BRANDING: CREATING AN IMAGEThe characterization of and style in which information is portrayed can

have a powerful infl uence on its intended audience. Metroplan worked

closely with the RPAC and a focus group, conducted in December 2011,

to select a name, slogan and logo that both adequately portrays the

planning eff ort and entices or compels individuals to become involved

in the process.

Name and SloganA number of potential names were considered. Focus group par-

ticipants gravitated toward names that included words “imagine” or

“envision.” Ultimately, the RPAC selected Imagine Central Arkansas.

This was a popular choice because it implies a visionary approach but

also identifi es the target of our imagination: all of Central Arkansas.

Numerous slogans, which help to describe the Plan, were also consid-

ered. Focus group participants tended to prefer slogans that included

words such as “plan,” “forward,” “future,” “live,” and “smart.” The RPAC

recommended “Plan Smart. Live Smart.” This slogan describes what

Imagine Central Arkansas endeavors to accomplish as well as creates

an association with Metroplan’s own slogan: “Smart planning makes

smart places.”

LogoThe focus group feedback was negative toward any type of imagery

that suggested a government agency or one that was very abstract

and/or included words instead of images. Instead, participants favored

images that represent what the Plan intends to address, including

homes, building, people and the natural environment. After many it-

erations, the RPAC agreed on a logo that includes buildings, homes,

trees, people, wheels/transportation and an image of Arkansas, incor-

porated with arrows to indicate the interrelationships between these

elements.

METROPLAN2040 Long Range Metropolitan Transportation Plan

What should we name the 2040 Plan?METRO 2040•

SmartPlan 2040•

Envision 2040•

Imagine 2040•

Motion 2040•

Catalyst 2040•

Blueprint 2040•

Destination 2040•

Imagine Central Arkansas•

Blueprint Central Arkansas•

Envision Central Arkansas•

Destination Central Arkansas•

How should we describe the 2040 Plan?Live - Play - Work - Shop . . . Plan•

Work Smart. Play Smart. Travel Smart. SmartPlan.•

Ideas that move Central Arkansas.•

Ideas in motion.•

Central Arkansas in motion.•

Destination in Mind•

Planning the Trip•

Central Arkansas from Here to There•

Ideas that connect Central Arkansas.•

Blueprint for a sustainable future.•

The Future will be diff erent from today. Plan Smarter. Work Smarter. Be Smarter.•

Smart Planning Makes Smart Places.•

“The future ain’t what it used to be.” –Yogi Berra•

Plan Smarter. Do Smarter.•

A future that is better than business as usual.•

Connecting places: vibrant, connected, green.•

Forward to the Future•

Ideas that connect Central Arkansas•

Plan today like you believe there is a tomorrow• BR

AN

DIN

G I

DE

AS



TARGET AUDIENCES: REACHING A DIVERSE POPULATIONCentral Arkansas is a growing and diverse population, not only in terms

of races and ethnicities, but also in terms of age, lifestyle, technological

savvy, etc. A good, eff ective outreach program will refl ect consideration

of this diversity. In order for Imagine Central Arkansas to be eff ective,

the outreach process will address three general types of stakeholders:

Engaged PublicThese are individuals who are actively involved in the community. They

attend public meetings, participate in blogs, and actively engage their

elected offi cials. Only a small number of people fall into this category.

For example, according to a study commission by the National Confer-

ence on Citizenship, only ten percent of Americans say they have ever

attended a public meeting (only eight percent of African Americans

and four percent of Hispanic Americans have ever attended a public

meeting).

Hard to Reach PopulationsMost people do not participate in public initiatives. They are either too

busy, disinterested, unaware or do not feel that the “system” works for

them. Traditional outreach eff orts have failed to eff ectively reach most

segments of the Central Arkansas population, including minorities

and youth. This group includes the 90 percent of Americans who have

never attended a public meeting.

Special Interest GroupsThese are organized groups who convene on a regular basis and

are focused on specifi c interests. This could include chambers of

commerce, advocacy groups such as the Sierra Club and other clubs/

organizations.



Target Audiences for Imagine Central Arkansas as Identifi ed by the RPAC (Note: the larger the word the more often it was mentioned.)



OUTREACH OBJECTIVESImagine Central Arkansas will occur in several distinct phases or mile-

stones. Likewise, the dialogue with Central Arkansas will have diff erent

fl ows, depending on the objective. Imagine Central Arkansas has fi ve

unique objectives, each with its own approach to outreach.

ListenThe fi rst step in any eff ective outreach process is to understand what

makes our citizen base tick. The only way for this to happen is to listen

carefully. What do people like about Central Arkansas? What do they

dislike? What would he or she like to see Central Arkansas become over the

next 30 years? What are the most meaningful ways to engage them?

Create AwarenessThis objective is intended to raise awareness of Imagine Central Arkansas and serves as a call to action for their participation. What are

the critical issues facing Central Arkansas and how do they aff ect me?

Why should I get involved? How can I get involved?

EducateInformed citizens and stakeholders are more likely to stay engaged and

can contribute more meaningfully to the process. This objective arms

stakeholders with the information they need to make knowledgeable

decisions. For example: How do transportation decisions aff ect growth

and vice versa? How can Central Arkansas become more livable? How

can strategic infrastructure investments spur long-term economic

competitiveness?

Collect FeedbackArmed with awareness and knowledge, stakeholders can provide

specifi c feedback on how Central Arkansas will grow and change

over the coming decade. This could include preferences on preferred

growth areas (suburbs vs cities, preserving rural areas) or how residents

will get around the region (transit, highways, bicycles, pedestrians) in

the future.

PrioritizeThis objective engages stakeholders to set priorities for the region.

They could be asked to make specifi c choices aff ecting the future of

Central Arkansas through ranking or voting exercises. These choices

may include a range of growth and development scenarios or on

preferred public infrastructure investment strategies.



A MULTIPLATFORM APPROACH TO OUTREACH: TOOLS AND TECHNIQUESLong gone are the days when “public involvement” consists of a single

meeting or series of meetings held at a single location. By contrast,

Imagine Central Arkansas endeavors to engage the community

through a robust set of tools and techniques. One of the key objec-

tives of this eff ort is to build an outreach strategy in which the average

citizen can fully participate in the Plan without ever having set foot in

a public meeting. In other words, an individual will have the ability to

review, comment, explore, vote, contribute, etc. whether in person, at

their computer or via a mobile device.

Members of the RPAC were given hands-on exposure to a number

of diff erent outreach tools and techniques for use in Imagine Central Arkansas. What follows are recommendations based on specifi c

feedback from the RPAC.

Primary Elements

Web-based PresenceAn interactive web presence built on the Engaging Plans platform,

designed specifi cally for community engagement, will form the

backbone of the public engagement process. The web presence

serves as a one-stop-shop for individuals to fully participate in Imagine Central Arkansas. Key features of the website includes:

Basic Information about • Imagine Central Arkansas and how to

get involved, key contacts, events, documents, FAQs, etc.

A responsive design, that resizes and restructures the content •

based on which device and screen-resolution it is viewed

from. This allows users on computers, tablets/iPads and

mobile phones to get access to the same tools and informa-

tion without having to post information multiple times.

An interactive workbook in the form of a multi-step wizard •

that lets visitors learn more about Imagine Central Arkansas

and the issues facing the region, and ultimately the Plan itself

when complete.

An innovative, guided scenario planning tool that allows users •

to build their own transportation and land use scenarios by

The internet is a platform that

off ers many ways to build

awareness, capture feedback and

identify priorities and preferences.



guiding them through multiple choices and then selecting

a preferred scenario. Users can comment and rate their

scenarios, and start again if they wish. Metroplan will receive

quantitative feedback from the aggregated choices and quali-

tative feedback through comments.

Integration with the Mailchimp, an e-mail system for managing •

large groups of followers, with automatic monthly posts that

feature blog posts and upcoming events.

Full integration with Facebook. In addition to a standalone •

presence on the web, the website will be set up as a Facebook

app, directly embedded into the Metroplan Facebook page

so users can access all information and engagement features

without ever leaving Facebook. This will keep all informa-

tion and feedback in one central location and enable people

to participate in the same conversations and exercises from

diff erent channels.

VisualizationTo make outreach materials, whether in print or online, more enticing,

Imagine Central Arkansas will make liberal use of visualization tech-

niques. This includes:

Infographics and other graphics that illustrate ideas, concepts •

and information.

Photo enhancements, 3D renderings using SketchUp and •

similar techniques to “cast a vision” for what the region, and

places in it, could become.

Social MediaSocial media will be used in two important ways as part of Imagine Central Arkansas. First, social media will be used to create awareness

on a continual basis throughout the process through:

Targeting of popular and related Twitter handles as a way of •

building exposure.

Automatic tweets and Facebook wall posts when a user •

completes a web-based workbook, poll or scenario planning

exercise, with a link to encourage their friends/followers to

participate.

Strategic tweets under #IMAGINECENTRALARKANSAS and •

other hashtags as necessary, Facebook updates and e-mails

announcing specifi c milestones in the process, directing

followers to the website or to an event.

Second, social media is envisioned as the forum where a majority of

the dialogue surrounding Imagine Central Arkansas will take place.

This will primarily occur through Ideascale, a crowdsourcing tool where

Social Media: Facebook

and Twitter

71.2% of US web users have •

a Facebook account.

51% of active Twitter users •

follow companies, brands or

products on social networks

48% of 18 to 34-year-olds •

check Facebook right when

they wake up (about 28%

check Facebook on a Smart-

phone before even getting

out of bed)

Nearly two-thirds of Twitter •

users access social network-

ing sites using a mobile

phone

48% of young Americans •

said they fi nd out about

news through Facebook

African Americans account •

for 13.5% of the U.S. popula-

tion, but account for 24% of

Twitter users

57% of people talk to other •

people online more than

they do in real life



Overview of Outreach Tools and Techniques

Enga

ged

Publ

ic

Une

ngag

ed P

ublic

Spec

ial I

nter

est G

roup

s

Primary Elements

Web-based Presence

Interactive website

Integrated with social media

Mobile-optimized

Several “widgets,” including interactive workbook, scenario planning tool and polling

Visualization

Infographics depicting concepts, ideas and information

Photo enhancements and renderings

Social Media

Build a following through existing handles and generation of interest

Tweets and updates at key milestones

Ideascale crowdsourcing tool as online forum for dialogue

Periodic, topical questions. Rewards for best ideas

Secondary Elements

Public Workshops

Mobile Workshops

Highly visible locations, special events

Stakeholder Interviews

Use of Technology

Brainstorm Anywhere

Keypad Polling

Interactive Touchtables

Mobile Devices

Supporting Elements

Press Relations

Print Media

Speaker’s Bureau

Plan Information Network



users suggest ideas, of which other users can rate and comment on.

The best ideas “rise” to the top based on user ratings. Ideascale can be

fully integrated with the website and Facebook page for a seamless

user experience. Additional dialogue can take place on Facebook and

Twitter.

To keep the conversation going, especially during “down” times in

between major milestones, a series of provocative questions will be dis-

tributed at regular intervals. The questions can be topical (for example,

generating a discussion on alternative transportation when gasoline

prices change during the Summer of 2012) or geographic (focused on

specifi c communities within the region). Individuals can be incentiv-

ized to participate through prizes (gift certifi cates, movie tickets, etc.)

donated by local merchants.

Supporting ElementsThe backbone of stakeholder engagement is anticipated to occur

“virtually” through a signifi cant web presence and social media.

However, that is not to say that face-to-face outreach is not also an

important element of Imagine Central Arkansas. A number of face-to-

face outreach techniques will be used throughout the process.

Public WorkshopsMetroplan will host public workshops at a central, accessible location

in the region. One workshop will be held at each milestone in the

Plan process. The workshops will be approximately one to two hours

in length and will allow participants to learn about Imagine Central Arkansas, provide input, give feedback and prioritize/make decisions.

Mobile WorkshopsFor the majority of Central Arkansas residents that will not attend

public workshops, a series of “mobile workshops” will be used. Mobile

workshops take outreach activities to where people already are, such as

malls, civic places, schools, major activity centers, special events (such

as Riverfest Arkansas). Mobile workshops can target a high number of

people in a short period of time, but the amount of time with any one

person is very short, so engagement activities will be highly focused.

The bulk of the mobile workshops are anticipated to occur in the same

week as the public workshops. Additionally, staff will be equipped with

the necessary tools and materials to conduct mobile workshops at

other times when the opportunity arises.

Focus Groups and Stakeholder InterviewsFocus groups and stakeholder interviews are targeted toward very

specifi c segments of the region (such as business/economic develop-

Riverfest Arkansas is an example of

a highly visible public event where a

mobile workshop could take place.



ment interest groups and environmental groups). These will occur at

the front end of the Plan process and will be used primarily to collect

input and receive feedback.

Use of TechnologyThe use of technology will be a prominent feature of face-to-face

outreach. Technology tools that will be used include:

Brainstorm Anywhere – An idea-collection tool that allows facili-

tators to quickly collect, sort and prioritize ideas from participants.

Keypad Polling – Handheld devices that allow participants to

select options and rate ideas and quickly see the results. These

devices could be eff ectively used at the kickoff events and during

prioritization.

Touchtables – Interactive table-top projection technique that lets

a group of participants interact with a maps, scenario planning

tools and other outreach elements.

Mobile Devices – Mobile devices will be used to bring virtual

content (such as the workbook or scenario planning tool) to par-

ticipants in a personal setting. This will be a particularly important

tool for the mobile workshops.

Supplementary ElementsA number of other outreach tools and techniques will supplement

those that are described above. These include:

Press Relations – Press releases and coordination within the appro-

priate press channels will occur at key milestones in the process.

Print Media – Printed material, specifi cally fl yers, will be used to

help build awareness of Imagine Central Arkansas. The material

can be distributed at highly visible locations, such as bus stops,

retail centers and major employers and include a QR code/URL

address directing people to the website, phone number, e-mail

address and Twitter hashtag.

Speaker’s Bureau – Staff well-versed in Imagine Central Arkansas,

will be dispatched to speak at group meetings. Presentation

materials will be developed and refreshed periodically to keep up

with major milestones.

Plan Information Network – A Plan Information Network (PIN)

serves as a central location for communication and outreach as

part of Imagine Central Arkansas and beyond. The PIN is an elec-

tronic fi le in Microsoft Excel or similar format that stores informa-

tion (name, address, e-mail, phone, representative agency) of PIN

members. The PIN consists of two tiers: the fi rst tier includes key

New technologies such as keypad

polling and interactive touchta-

bles enable creative strategies for

engaging people and collecting

information.

Face-to-face interactions can

include public workshops, where

the public can “come to us,” and

kiosks and displays at special

events and other on-site locations

where we can “go to them.”



stakeholders (community leaders, agency leaders, etc). The second

tier are members of the community at large who receive informa-

tion on major plan milestones, opportunities for input, etc. The PIN

begins with Metroplan’s existing contact list and builds as the Plan

moves forward.

Coordination with Planning Outreach LiaisonsMetroplan recently received a special grant through the US Depart-

ment of Housing and Urban Development (HUD) to hire four Planning

Outreach Liaisons to provide targeted outreach to traditionally un-

derserved populations. Outreach activities between Imagine Central

Arkansas and the Planning Outreach Liaisons will be closely coordi-

nated.



PUTTING IT ALL TOGETHER: OUTREACH AND ENGAGEMENT STRATEGYThe outreach and engagement strategy for Imagine Central Arkansas

takes the recommended tools and strategies and uses them to achieve

the fi ve outreach objectives: create awareness, listen, educate, collect

feedback and prioritize. The framework for this strategy revolves around

four major milestones in the planning process:

I. Kickoff /Listening/Educating

II. Building the Alternative Futures

III. Selecting a Preferred Vision/Future

IV. Implementation

I. Kickoff /Listening/Educating

II. Development of Alternative Futures

III. Selecting a Preferred Vision IV. Implementation

Web Website launch.Interactive Workbook.

Interactive Scenario Planning tool is launched.

Web/mobile survey is launched.

Interactive Workbook showing process/results/preferred vision.

Visualization Infographics to support Interactive Workbook, other materials as necessary.

Infographics to support Scenario Planning Tool, other materials as necessary.

Infographics, renderings depict scenarios.

Infographics, renderings depict preferred vision.

E-mail E-blasts to announce project, Workbook, kickoff /workshops, results.

E-blasts to announce Scenario Planning Tool, workshops, results.

E-blasts to announce survey, workshops, results.

E-blasts to announce workbook, fi nal materials.

Social Media

Tweets to announce project, Workbook. Regular tweets for Topical Question series.Topical Question Series on Ideascale begins.Facebook page launch, integration.

Notifi cations about Scenario Planning Tool, workshops, Topical Question Series.

Notifi cations about survey, workshops, Topical Question Series.

Notifi cations about results, Topical Question Series.

Face-to-Face

Public kickoff event.Public workshops at 6-7 locations over 5 consecutive days.8-10 stakeholder interviews.Speaker's Bureau launched.

Public workshop.Public workshops at 6-7 locations over 5 consecutive days.8-10 stakeholder interviews.Speaker's Bureau materials refreshed.

Public workshop.Public workshops at 6-7 locations over 5 consecutive days.Speaker's Bureau materials refreshed.

Speaker's Bureau materials refreshed.

Print Flyers distributed to announce kickoff , mobile workshops.

Flyers are refreshed. Flyers are refreshed.

Press Relations Press release to announce kickoff .Press release to announce workshops, results.

Press release to announce workshops, results.

Press release to announce vision.

PIN PIN is launched. PIN continues to build. PIN continues to build. PIN is maintained.



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I. Kickoff /Listening/EducatingIn addition to awareness-building, this phase is focused on listening

to what Central Arkansas residents and stakeholders have to say,

including what they like and do not like, and what they would like to

see the region become (or not become). There is also an educational

component in which stakeholders learn more about the issues and

challenges facing the region. Elements include:

Web – The Imagine Central Arkansas website is launched. It includes

basic information about and how to get involved, key contacts,

events, documents, FAQs, etc. The site is integrated with Facebook.

The Interactive Workbook is launched. This is a multi-step wizard

that educates the public about the challenges and opportuni-

ties the region is facing. It integrates visualizations (infographics,

vignettes, etc), collects feedback, and is available through multiple

channels, Facebook, Tablet-optimized for workshops. The website

will also be used to post announcements about public/mobile

workshop announcements and to post workshop results (at the

conclusion of this phase).

Visualization – Infographics are developed for the Interactive

Workbook, other materials as necessary.

E-mail – An initial E-blast announces the project, driving people to

the website, social media; focused on growing the subscriber list.

Another E-blast is points to the Interactive Workbook, announcing

the kickoff /mobile workshops. A third E-blast points to workshop

results (at the conclusion of this phase).

Social Media – Tweets begin under the new #IMAGINECENTRAL-

ARKANSAS hashtag driving people to the site. Popular/related

Twitter handles are targeted to increase exposure to existing

Twitter followers throughout the region.

The Facebook page is launched and integrated with •

website and the Ideascale crowdsourcing/application.

The Topical Question/Crowdsourcing series begins. It is

hosted on Ideascale, announced on Twitter, Facebook,

web page, e-mail. Notifi cations about participation are

sent via Facebook, Twitter. Notifi cations (tweets, facebook

posts) are sent about interactive workbook, public/mobile

workshops.

The topical question/discussion series makes a connec-•

tion to workbook/workshops, results.

Print Media – Flyers are placed at strategic locations throughout

the region (buses, major employers, retail, etc.). They include a QR

code driving people to the website, and social media (one QR code

will always point to the most recent part of the website, ensuring

all fl yers stay relevant).



Face-to-Face –

Public “Kickoff ” Event – This phase features a highly public •

kickoff event to announce Imagine Central Arkansas. It

includes community leaders and several fun and engaging

activities, which could include a live band, food unique

to Central Arkansas (possibly a cook-off ) and an interac-

tive, game show style session where participants answer

questions about the region using keypad polling devices.

Mobile workshops – Launched immediately following the •

kickoff event (6-7 events/locations). The mobile workshops

are used to distribute information, collect input and show

information (such as the workbook) via tablet/laptop, QR

code to get plugged in via mobile.

Stakeholder Interviews/Focus Groups (8-10) – are held •

during generally the same time frame as the workshops.

Speaker’s Bureau – Introductory materials on • Imagine Central Arkansas are developed. The presentation team is

on stand-by.

Press Relations – PIN – The PIN is launched and populated with

initial Metroplan contact lists. It begins to build through opt-ins

from web, social media and face-to-face.

II. Building the Alternative FuturesDuring this phase, stakeholders are engaged to provide more specifi c

feedback on what they would like to see the region become over the

next 30 years. This information will be used to develop alternative

transportation and land use scenarios.

Web – The Interactive Scenario Planning Tool is launched. The

tool includes a wizard that guides participants through multiple

choices, and lets them select their preferred scenario. Participants

can comment on a preferred scenario, rate it and/or start over if they

disagree. The tool is integrated with social media and enabled for

use on mobile devices and at public/mobile workshops. Workshop/

tool results are posted (at the conclusion of this phase).

Visualization – Infographics are developed for the Scenario

Planning Tool, other materials as necessary.

E-mail – An E-blast is launched pointing to the Scenario Planning

Tool, announcing the public/mobile workshops. A second E-blast

points to workshop/tool results (at the conclusion of this phase).

Social Media – Notifi cations (tweets, facebook posts) are sent about

Scenario Planning Tool, public/mobile workshops. The topical



question/discussion series makes a connection to workshops/tool,

results.

Print Media – The fl yers are refreshed, pointing to the workshops,

Scenario Planning Tool.

Face-to-Face –

Public workshop – One at a central, accessible location. •

The Scenario Planning Tool is implemented via the

touchtables.

Mobile workshops – Launched during the same week as •

the public workshop (6-7 events/locations). The Scenario

Planning Tool/touchtables are used.

Stakeholder Interviews/Focus Groups (8-10) are held •

during generally the same time frame as the workshops.

Speaker’s Bureau – Presentation materials are refreshed.•

Press Relations – A press release is issued announcing the

workshops, results of previous workshops. Metroplan’s public

relations fi rm coordinates the relevant press channels.

Want to receive plan updates or notifications about public meetings? Sign up at metroplan.org to follow us via Facebook, Twitter or email.

Scan the code below with your mobile device to see more information about the Metro 2040 Long-Range Transportation Plan.

Get Involved

OPTION 2

OPTION 1EXISTING

Station

Light Rail System

CATA Route 3

How will the Imagine Central Arkansas

plan affect you?Image Central Arkansas provides a common vision for

Central Arkansas. Plans for the area near Baptist Medical Center may affect you or someone you know.



III. Selecting a Preferred Vision/FutureA series of distinct future scenarios are derived from the feedback

collected during the previous phase. Stakeholders are asked to make

decisions about and indicate preferences for the scenarios based on

what is important to them (as informed by input collected in previous

phases).

Web – A web/mobile survey is deployed for stakeholders to make

decisions about the scenarios. Results are posted (at the conclu-

sion of this phase).

Visualization – Renderings/visualizations are developed to depict

the scenarios. Infographics illustrate data related to the scenarios.

E-mail – An E-blast is launched pointing to the survey, announcing

the public/mobile workshops. A second E-blast points to survey

results (at the conclusion of this phase).

Social Media – Notifi cations (tweets, facebook posts) are sent

about the scenarios/survey, public/mobile workshops. The topical

question/discussion series makes a connection to workshops/

scenarios/survey, results.

Print Media – The fl yers are refreshed, pointing to the workshops,

survey.

Face-to-Face –

Public workshop – One at a central, accessible location. •

The scenarios are presented and decisions are made via

keypad polling.

Mobile workshops – Launched during the same week as •

the public workshop (6-7 events/locations). Mobile polling

devices are used.

Speaker’s Bureau – Presentation materials are refreshed.•


workshops/scenarios, results of previous workshops. Metroplan’s

public relations fi rm coordinates the relevant press channels.

IV. ImplementationA preferred scenario/vision is selected. Stakeholders are shown the

results of the vision and what it will take to get there.

Web – A new Interactive Workbook is launched showing the

process/results/preferred vision. Feedback is collected via social

media. Final materials are posted (at the conclusion of this phase).



Visualization – Renderings/visualizations are developed to

depict the preferred vision. Infographics are developed for the

workbook.

E-mail – An E-blast is launched pointing to the workbook and fi nal

materials.

Social Media – Notifi cations (tweets, facebook posts) are sent

about the workbook/materials. The topical question/discussion

series makes a connection to the recommendations/vision.

Face-to-Face – Speaker’s Bureau materials are refreshed.


workbook/vision. Metroplan’s public relations fi rm coordinates the

relevant press channels.



APPENDIX A: STYLE AND BRANDINGFocus Group Results

Sample Templates

Slogans Considered by the RPAC • Live - Play - Work - Shop . . . Plan • Ideas that move Central Arkansas. • Ideas that connect Central Arkansas. • Smart Planning Makes Smart Places. • Plan Smarter. Do Smarter. • Forward to the Future • Ideas that connect Central Arkansas • Work Smart. Play Smart. Travel Smart. SmartPlan. • Destination in Mind • Blueprint for a sustainable future. • Connecting places: vibrant, connected, green. • Plan today like you believe there is a tomorrow. • Ideas in motion. • Central Arkansas in motion. • Planning the Trip • Central Arkansas from Here to There • The Future will be different from today. Plan Smarter. Work Smarter. • “The future ain’t what it used to be.” –Yogi Berra • A future that is better than business as usual. • Plan today. Believe in tomorrow. Names Considered by the RPAC • Imagine Central Arkansas • SmartPlan 2040 • Blueprint Central Arkansas • METRO 2040 • Imagine 2040 • Destination 2040 • Envision Central Arkansas • Blueprint 2040 • Envision 2040 • Motion 2040 • Catalyst 2040 • Blueprint 2040 • Destination Central Arkansas

Metroplan Focus Group Research: Testing Brand Image for Planning Process December 2011

Table Of Contents

2

• Background & Methodology………………………………………..……………….……………………… 3

• Strategic Findings ..……………………………………………………………………………………………… 6

• Conclusions/Recommendations .………………………………………………………………………… 18

Background & Methodology

3


4

• Thoma Thoma on behalf of its client, Metroplan, is engaged in branding Metroplan’s long term planning process looking ahead to the year 2040. Karen Flake & Associates (KFA) was asked to propose focus group research to explore creative design elements with a representative group of 18-35 years olds and to test concepts.

• This report presents findings from one focus group conducted in Little Rock among residents of Central Arkansas on Thursday, December 15, 2011.

• Individuals who were recruited to participate were screened so that:

– Persons who work in advertising and market research were not recruited.

– Those who were recruited agreed that they read, watch or listen to the local and national news three or more times a week, indicating some attentiveness to local issues.

– Participants were a mix of residents from Little Rock, North Little Rock, Maumelle, Conway, Benton, Bauxite, Mabelvale and Lonoke.

• The group consisted of eleven participants and was held at 5:30 p.m. at the ShareView Research facility in Little Rock. It included: six males and five females; four African Americans and seven Caucasians. It lasted to about 7:50 p.m., exceeding the projected length of 1 ½ to two hours.

• Participants were not recruited based on marital status, and it came across that most were single without children. This is important to note since – for many of them – their interests did not include family activities. Six individuals were under the age of 24, and five were between the ages of 27 and 34.


5

• Karen Flake moderated the group. During discussion various activities occurred:

Projective techniques regarding the future were used to encourage creative thinking.

Branding elements were explained to help participants understand the objective for the research.

Information about Metroplan was read to help people understand the organization.

Participants completed a short quantitative survey to score the appeal and acceptance of proposed design elements.

• One client representative from Metroplan was present to observe the discussion via the facility’s one-way mirror.

• A word of caution is added here: while focus groups provide exploratory information and rich detail, they do not provide measurement of how widely opinions are held among a larger demographic.

Strategic Findings

6

Strategic Findings

7

Current Awareness of Metroplan • The majority of participants were not familiar with Metroplan, even after some prompting about

the mission of the organization. Moreover, individuals asked questions in a manner that suggested they had concerns that Metroplan is of value to them, as opposed to spending money on issues of no interest. Some wanted to know how Metroplan was funded and asked it if is a non-profit. A couple of people initially showed a lack of trust in or skepticism about what Metroplan does.

Reactions to Information about Metroplan

• Participants were asked to listen to a script describing what Metroplan is and is not. The instruction given was “to quiet your mind and pay attention to your feelings, impressions and importantly questions that occur to you.” When asked about their reactions to what they heard in keeping with brand development, participants had the following kinds of responses:

Infrastructure; urban renewal; green; blueprints; community; sustainability; public transportation; future-oriented; regulations; comprehensive

Where you want to live; sidewalks, trees and open; clean, safe and fresh

Disney; Spiderman; Wizard of Oz (with Metroplan being the wizard behind the screen)

Strategic Findings

8

Brand Elements Offered by Participants • Some of the images and words that participants associated with Metroplan (after hearing the

script) played into the creative designs produced by Thoma Thoma, such as use of the terms blueprint, sustainable, connect, people/community and future. Still, other associations were made that had no connection.

While participants did not talk in length about “neighborhoods,” several associated Metroplan with sidewalks, being green and living where “you want to live.” The definition of “where you want to live” is trees, open, sidewalks, safe and crime free, clean and trash free.

One individual personified Metroplan as “rolling up trash” and “sprinkling good” similar to Spiderman and another added that Metroplan must be “trying to create a perfect world.”

One participant personified the “company” (“company” was a term used a few times to refer to Metroplan) as looking out for people, like Simba in the Lion King “where he looks out over the proud land.”

Another participant described Metroplan in negative images as “old, rich people sitting behind closed doors making decisions…like the wizard of Oz behind the green curtain.”

• Some participants seemed fixed to the idea that Metroplan is linked to Arkansas as a whole – with Little Rock as the heart, an image that was appealing to them. A couple of participants who live outside of the city did not object to a portrayal of and focus on Little Rock , since they agreed it is the center of the state and center of activity. A couple of other people did take exception to this.

Strategic Findings

9

Brand Elements Offered by Participants

• Some participants concluded that Metroplan should avoid associations with the government, since this translated to negative connotations.

• A couple of people commented that Metroplan should come across as being “inclusive, not exclusive,” noting that Metroplan limited its scope to one area of the State. Participants noted that a lack of information about Metroplan fed into a lack of trust.

• When asked to offer ideas for developing a brand image, participants suggested the following:

A bridge, a road

A horizon

Color, as opposed to “dull”

People/community

Growth/blueprints

Future/kids

Integration (could be represented by a quilt)

Circulatory system, heart

Avoidance of a cityscape, which was perceived as a “tired” image

Strategic Findings

10

Brand Elements Offered by Participants

• To describe planning efforts, participants offered the terms: cooperation, united, open/transparency and public-private partnership. No one articulated that the formulation of a plan could require hard work or be associated with knowledge or being “smart.”

• Regarding their involvement, participants advised Metroplan to “reach out” to them rather than expect them to take notice.

Names for the Planning Process Suggested by Participants

• Participants were given examples of two names proposed by Thoma Thoma for the planning process and then asked for their original ideas. The following were suggested:

ARK Metro or Metro ARK (thinking that Arkansas is key)

CORE (based on the counties that are included)

Arkansas Renewal

Metro Solutions

Natural Solutions

Diamond Metro, Metro Gold

Project 2040, Central 2040

Horizon 2040

Strategic Findings

11

Names Suggested by Participants

• Several participants liked the use of “2040” in the plan’s name. One person commented that it made you “expect something cool.” Individuals did caution that if “2040” is used in the plan’s name, it is important that measurable goals are identified and communicated to the public.

Rating Names Offered by Thoma Thoma

• A clear winner, Imagine 2040, emerged when participants were asked to rate their favorite names for the plan from a list of choices. Below are the mean scores for each of the proposed names, where a score of 1 is low appeal, and a score of 5 is high. Only one name could be scored with a 5.

Proposed Name Mean Score (n=11 ratings)

Imagine 2040 4.2

Imagine Central Arkansas 3.6

Envision Central Arkansas 2.4

Blueprint Central Arkansas 2.3

Metro 2040 2.0

Smart Plan 2040 2.0

Destination 2040 2.0

Strategic Findings

12

Rating Names Offered by Thoma Thoma

• Participants were asked to explain why they gave the ratings they did. In several cases, when someone favored a name, another person had a less positive reaction. For example, Destination Arkansas was liked by one individual, but reminded another of vacation.

• When asked to compare Imagine 2040 with Imagine Central Arkansas, some people thought the first is associated with the future, while the second speaks to the present. One person noted that 2040 was far off, even for the people in the room.

Strategic Findings

13

Choosing a Slogan for the Plan

• Participants were give a list of eight slogans and asked to rate them for appeal, where 1 is low is 5 is high. Only one slogan could be rated with a high score of 5. The list below reports the mean scores.

Proposed Plan Slogan Mean Score (n=11)

Plan Smarter. Do Smarter. (One person changed “do” to “live”) 3.5

Blueprint for a Sustainable Future. 3.0

Plan today like you believe there is no tomorrow. (One person changed this to: Plan today. Believe in tomorrow.)

*2.6

Forward to the Future. 2.3

Ideas that connect Central Arkansas. 2.2

Blueprint for a Sustainable Region. 2.1

Ideas that move Central Arkansas. 1.8

Connecting Places: vibrant, connected, green. 1.6

*Scores for this slogan were mostly polarized: four ratings of 5; six ratings of 1, and one rating of 3.

Strategic Findings

14

Choosing a Slogan for the Plan

• Participants had numerous comments about why they liked or disliked slogans. A few made modifications to the slogans to improve them for their liking.

• One person suggesting changing “Plan Smarter. Do Smarter” to Plan Smarter. Live Smarter.” This seemed to create some interest with others chiming in.

• “Plan today like you believe there is a tomorrow” had very mixed comments. Some felt it negatively suggested there could be no tomorrow. Another saw it positively as offering hope. One person changed this slogan to “Plan today. Believe in tomorrow.”

• When asked about a slogan that complemented the name, Imagine 2040, the quick response was “Forward to the future.”

Strategic Findings

15

Choosing a Logo

• Four pages of logos were tested and the ones rated as most appealing are shown below (in black & white). Note that three of the logos use the term “Imagine” and two of the logos make use of “2040.” The incandescent light bulb was rejected as an image by several due to its being old-fashioned (and/or commonplace); they said to replace it with the CFL. While one person noted that he “does not imagine the future by thinking of a light bulb.” Some people also suggested using more color, but a couple of them wanted to remove the glow around the CFL.

Strategic Findings

16

Reasons for Logo Choices

• Once discussion about reasons for logo choices got underway, people began to offer ideas on how to adapt or change logos for personal appeal. Several took elements from one logo and used it with another. For example, Envision Central Arkansas, was proposed for use with the Smart Plan cityscape logo.

• The use of arrows was appealing to one person, but had “recycling” associations for others.

• One person questioned why the script that had been read said to remember four words – Regional, Transportation, Environment and Resources – but these were not clearly associated with the logos.

• At times logos were criticized for having too much going on, and too many words. Simplicity was favored.

Communications Targeted to 18 – 35 year olds

• Participants were very clear that Metroplan has to reach out to them in an interactive manner, and not expect them to find Metroplan. They said that realistically they are not going to engage with Metroplan unless they see something in it for them.

• Some people seemed to think that they would take notice of billboards if there was a gimmick, game or mystery, which could drive them to the website. And, students said they notice signs on their campuses. A person from a rural area noted that there are no billboards where he lives.

Strategic Findings

17

Communications Targeted to 18 – 35 year olds

• Participants say that online and social media are the best ways to communicate with them, primarily sites such as Facebook and ones with coupons. As one person said: “You are going to have to give something, if you want my time.”

• Participants appeared quite unlikely to spend their time going to a meeting. Direct mail was also panned – and viewed as being non-green.

• Arkansas Times was named as a publication which participants see.

Conclusions/Recommendations

18

Conclusions/Recommendations

19

Focus group research - by its nature of being limited to a small number of participants – is directional. That being said, since all but a couple of participants showed any awareness of Metroplan (with one person knowing someone who works there), it is likely that this age demographic is unfamiliar with the organization and will not pay much attention to its planning process until they gain awareness. It is important to market Metroplan the organization, as well as the process, to cultivate involvement.

Since some participants associate Metroplan with the entire State of Arkansas, and, in fact, want it to be comprehensive rather than regional, it may be important in communications targeted to this demographic group to downplay associations with the word “Arkansas” and focus more on “Central” counties. Perhaps, younger people in general dislike exclusivity and competitive thinking, attitudes expressed during focus group discussion, but it could also be that these opinions are limited to participants in this one group. In any case, it appears there is a need to educate this group that Central Arkansas is competing for jobs and resources that will eventually go elsewhere, if the local community does not take proactive steps to maintain quality of life.

The clear winner when it came to choosing a name for the plan was one proposed by Thoma Thoma: Imagine 2040. If a slogan is desired, the choice “Plan today. Believe in Tomorrow” may be complementary. Regarding logo choices, participants gravitated to those having images, not just words. A simple logo with homes/buildings and people may be an effective choice that allows Metroplan to tell the public more about what it does, than the image of a light bulb. A complex logo or one that suggests a government agency should be avoided.

Title of PresentationSubtitle of Presentation

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praese magnim ing eugiamet lore praese magnim ing eugiamet lore ver

• Facil delit aliquam zzriuscip eum do • Facil delit aliquam zzriuscip eum do odipissi.

• Delit quatem ipsustrud digna• Delit, quatem ipsustrud dignaconsed et utpat, susto dolorem inisduipsusduipsus

2Imagine Central Arkansas

Slide Number Two

Series 1

Category 1Category 2Category 3Category 4

3Imagine Central Arkansas

Slide Number Three

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henim adignis

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adignis modignagmodigna adipitutpat.

• Lum dolut wisi eugait

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Imagine Central Arkansas 4

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• Lum dolut wisi eugaitut acilis ex elit praeseut acilis ex elit praese

Imagine Central Arkansas 5



APPENDIX B: Outreach Tools And Techniques

ClassOutreach

Technique Tool Description Venue Enga

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Links to Examples of Techniques and Tools Cost

Traditional

Project Website Comment Section A central location where users can leave comments.Online/Mobile

X http://www.grassrootscentral.org/ $$$-$$$$

Hotline Dedicated phone line where the public can leave comments. Phone X http://dl.dropbox.com/u/44159704/RPAC-Outreach-Listen/Traditional/Hotline-Phone.jpg $$-$$$$

Interviews/Small Groups

Focus Groups Facilitated discussion with groups of 5-8 pre-selected individuals.

Face-to-Face

X X X http://dl.dropbox.com/u/44159704/RPAC-Outreach-Listen/Traditional/Focus%20Group.jpg$$ (per group)

Stakeholder InterviewsOne-on-one discussion with key individuals in the community (elected officials, community leaders, etc.)

X X X http://dl.dropbox.com/u/44159704/RPAC-Outreach-Listen/Traditional/Stakeholder%20Interviews.jpg $$$-$$$

Public Meetings Nominal Group TechniqueParticipants are broken down into small groups and respond to questions in a structured format.

Face-to-Face XOne element of a traditional public meeting can include an easel with a writing pad. Example shown is from the group exercises at the November 10, 2011 RPAC meeting when participants were asked to identify “Target Groups” for outreach.http://dl.dropbox.com/u/44159704/RPAC-Outreach-Listen/Traditional/PublicMeeting_WritingPads.jpg

$$-$$$$ (per meeting)

State of the Art/

Cutting-Edge

Public Meetings Brainstorm AnywhereFast-paced idea-collection tool using a web-based application that functions in a small-group setting.

Face-to-Face Xhttp://vimeo.com/13234701http://staging.brainstormanywhere.net/event/993421 When you open this link, under # 1 select “Group 1” from the pull-down then click on “Save”. Then under # 2 click on “Open Topic.”


Social Media

Facebook Dedicated ‘page’ where interested users can leave comments.

Online/Mobile

X https://www.facebook.com/NewBroadwayBridge $$-$$$$

LinkedInNetworking/crowdsourcing tool geared toward business/profes-sional/civic interests.

X http://www.linkedin.com/company/metroplan $$

Twitter Social media tool for disseminating information as well as tracking other discussions.

Xhttps://twitter.com/search/%23RPAC2012http://twitter.com/#!/metroplan

$-$$$$

Facebook ‘exploration’Explore/search existing Facebook pages relevant to Central Arkansas to collect information on hot topics, buzzwords, big issues, etc.

X X Xhttp://www.trackur.com/social-media-monitoring (This is a thirty party tool that is used for tracking discussions by keyword searches.)

$$-$$$$

LinkedIn ‘exploration’Explore/search existing LinkedIn groups relevant to Central Arkansas to collect information on hot topics, buzzwords, big issues, etc.

$$-$$$$

Twitter ‘exploration’Explore/search existing Twitter feeds and dialogues relevant to Central Arkansas to collect information on hot topics, buzzwords, big issues, etc.

$$-$$$$

Crowdsourcing/ Idea Generation

IdeascaleWeb-based forum for the submission of ideas. Users ‘vote’ on each idea, sending the best ones to the top; unpopular ideas sink to the bottom.

Online/Mobile

X X http://grassroots.ideascale.com/ $-$$

MindmixerSimilar to Ideascale, but users can comment on ideas. Users with the ‘best’ ideas get rewarded.

Online/Mobile

X X http://www.engageomaha.com $$-$$$

Cost

$ Free to less than $1,000$$ $1,000 to $4,999$$$ $5,000 to $9,999$$$$ $10,000 or $19,999$$$$$ $20,000 or greater

X

X

X

X

X

X

X X

X

X X X

X X X

X

X X

X X

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ClassOutreach


ged

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Une

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Traditional

E-Newsletter Email Newsletter delivered via e-mail in electronic format.Online/Mobile

X http://dl.dropbox.com/u/44159704/RPAC-Outreach-CreateAwareness/Traditional/E-Newsletter.pdf $$-$$$

Project Website VariousA central location where users can access information, provide feedback and communicate/interact.

Online/Mobile

X http://snappatx.org/learn.html $$$-$$$$

Newspapers/ Magazines

Ads Paid spots in newspapers and magazines.

Print Media

X X $-$$$

Legal Notices Meeting notices in the legal section of newspapers. $

Op/Eds Opinion pieces written for the op/ed section of a newspaper. X $

Press Releases Media Kits Strategic information provided to the media at key milestones.Print Media/

OnlineX http://dl.dropbox.com/u/44159704/RPAC-Outreach-CreateAwareness/Traditional/PressRelease.pdf $-$$

FliersPrint material containing plan information (public meeting, web/mobile site), usually distributed at public locations.

Print Media X http://dl.dropbox.com/u/44159704/RPAC-Outreach-CreateAwareness/Traditional/Public%20Meeting%20Flier.pdf $-$$$

DisplaysInformation at fixed locations in a public setting (office building, park, special event).

X http://dl.dropbox.com/u/44159704/RPAC-Outreach-CreateAwareness/Traditional/Display.jpg $$-$$$

Video DVD/VHS Video-based segment describing the plan.TV /

ElectronicX $$$-$$$$$

BillboardsLarge-format media at highway visible locations (freeways, sports venues, etc.)

Print Media X http://dl.dropbox.com/u/44159704/RPAC-Outreach-CreateAwareness/Traditional/Billboard_PrintMedia.pdf $$-$$$$$

Radio station ads Paid spots or public service announcements on radio stations.TV /

ElectronicX $$-$$$

Television

Ads Paid advertisements on TV.TV /

Electronic

X http://www.youtube.com/watch?v=w4tXbkuLo10&feature=results_main&playnext=1&list=PL99EE7A9439AD097C $$$-$$$$$

Segments on Local NewsTelevision coverage of a project-related event, such as a public meeting.

X http://dl.dropbox.com/u/44159704/RPAC-Outreach-CreateAwareness/Traditional/News%20reporter%20at%20meeting.gif $$$-$$$$$

State of the Art/

Cutting-Edge

Social Media

FacebookDedicated ‘page’ where interested users can interact and get up-to-date information on the plan.

Online/Mobile

X X https://www.facebook.com/NewBroadwayBridge $$-$$$$

LinkedInNetworking/crowdsourcing tool geared toward business/profes-sional/civic interests.

Online/Mobile

X X http://www.linkedin.com/company/metroplan $$

Twitter Social media tool for disseminating information as well as tracking other discussions.

Online/Mobile

X Xhttps://twitter.com/search/%23RPAC2012 http://dl.dropbox.com/u/44159704/RPAC-Outreach-CreateAwareness/Cutting-Edge/Twitter_Helpdesk_Handouts.pdf

$-$$$$

YouTubeOnline forum for viewing/sharing video content. Can be used in combination with other tools (i.e. video, visualization).

Online/Mobile

X Xhttp://www.youtube.com/watch?v=8T9uilRyJJg&feature=youtu.behttp://www.youtube.com/user/GrassRootsCentral/videos

$-$$$$


$$-$$$


X

X

X

X

X

X

X

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X

X

X

X

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Traditional

Project Newsletters Mailing ListsPeople at public meetings can sign up for mailings; can be catego-rized by interest groups.

Print Media X http://bit.ly/wOEkDi $$-$$$

Open Houses ExhibitsPassive public meeting in which participants are shown maps, findings, etc. and can interact informally with staff.

Face-to-Face Xhttp://dl.dropbox.com/u/44159704/RPAC-Outreach-Educate/Traditional/Open%20House%20Presentation%20Board.jpghttp://dl.dropbox.com/u/44159704/RPAC-Outreach-Educate/Traditional/Exhibits.jpghttp://dl.dropbox.com/u/44159704/RPAC-Outreach-Educate/Traditional/Open%20House.jpg


Special EventsKiosks, Booths, Exhibits, Videos

Physical presence at special events throughout the region, such as community events/festivals/shopping malls/farmers markets/sports events.

Face-to-Face X http://dl.dropbox.com/u/44159704/RPAC-Outreach-Educate/Traditional/Special%20events%20-%20booth.jpg$-$$ (per event)

Speaker’s Bureau PresentationsGuest speaking at established groups/organizations throughout the region, including civic groups, chambers, school groups, etc.

Face-to-Face X http://dl.dropbox.com/u/44159704/RPAC-Outreach-Educate/Traditional/Speakers%20Bureau%20presentation.jpg $ (per event)

Info PackagesProject Info Summaries, Posters, Placemats

Disseminate info at schools, churches, transit stops, etc; Packets can be given to children at schools to take home to their families; placemats for children to color on and learn general concepts.

Print Media X X X $$-$$$$

Photo Enhancements

PhotoshopPhoto renderings showing a ‘before’ and ‘after.’ Used to show how a place can transform based on a project/strategy/policy.

Visualization/ Simulation

X http://www.urban-advantage.com/projects.html $$-$$$

State of the Art/

Cutting-Edge

WebinarsWebinar Software (i.e. WebEx Conference)

Web-based presentations and Q&A. Online Xhttp://www.webex.com/http://www.gotomeeting.com/fec/webinar

$$-$$$

Web-based Scenario Planning

MetroQuest, Engaging Plans

Scenario planning tool; can be used at public meetings or on-line version. Users can save, compare, and share scenarios; get others involved via Facebook link.

Face-to-Face or Online

Xhttp://envision2050sd.com/http://denverregion.metroquest.com/http://www.bmwguggenheimlab.org/urbanologyonline

$$$$-$$$$$+


VISSIM, othersComputer simulation depicting an ‘after’ condition. Visually demonstrates how a place can transform as the result of a project, policy, or some other change.


X X http://youtu.be/_5JuYwe4LFo $$$-$$$$$

Mutli-media games Flash, etc.Short, fast paced clips combining live action with animation, designed to generate interest or convey an idea.


X X http://www.greencitystreets.com/busmeister $$$-$$$$


X

X

X

X

X

X

X

X

X

X

X

X

X X

Objective: Educate

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Traditional

Interviews/ Small groups

Focus Groups Facilitated discussion with groups of 5-8 pre-selected individuals. Face-to-Face X X http://dl.dropbox.com/u/44159704/RPAC-Outreach-CollectFeedback/Traditional/Focus%20Group.jpg$$ (per group)

Stakeholder InterviewsOne-on-one discussion with key individuals in the community (elected officials, community leaders, etc.)

Face-to-Face X X http://dl.dropbox.com/u/44159704/RPAC-Outreach-CollectFeedback/Traditional/Stakeholder%20Interviews.jpg $$$-$$$

Newspapers / Magazines

Tear-off Forms for Reactions and Comments

Physical forms for individuals to make comments and return, usu-ally via mail.

Print Media X http://dl.dropbox.com/u/44159704/RPAC-Outreach-CollectFeedback/Traditional/Newspaper%20Tear-off%20Comment%20Form.jpg $-$$

Comment Line Dedicated phone line for individuals to call and leave feedback. Phone X http://dl.dropbox.com/u/44159704/RPAC-Outreach-CollectFeedback/Traditional/Comment%20Line.jpg $$-$$$$

Public Meetings Round Table DiscussionMeeting participants provide feedback in a structured, small-group setting.

Face-to-Face X http://dl.dropbox.com/u/44159704/RPAC-Outreach-CollectFeedback/Traditional/Public%20Meeting%20Roundtable.jpg$$$-$$$$ (per meeting)

State of the Art/

Cutting-Edge

Meeting in a BoxSelf-contained box of meeting materials for members of the public to conduct their own community/neighborhood workshops.

Face-to-Face X X X http://www.youtube.com/watch?v=X5-pIEuqxA8 $$-$$$

Web/ Mobile Surveys

SurveyMonkey (others)Surveys designed for collecting feedback on the web or via mobile device.

Online/Mobile

X X www.tiny9.com/u/rpacsurvey$-$$ (per survey)

Charrettes/ Public Meetings

Keypad Polling/ TurningPoint software

Plug-in for Powerpoint; used as wireless audience response and voting system; can gather, rank and report critical information simultaneously in real-time.

Face-to-Face X http://vimeo.com/33778428


Brainstorm AnywhereFast-paced idea-collection tool using a web-based application that functions in a small-group setting.

Face-to-Face Xhttp://vimeo.com/13234701

TouchtableTouchscreen is projected onto a tabletop; good for small groups; public can use infrared pens to ‘mark up’ maps or provide other types of tactile input.

Face-to-Face X http://vimeo.com/31216379

Crowdsourcing

IdeascaleWeb-based forum for the submission of ideas. Users ‘vote’ on each idea, sending the best ones to the top; unpopular ideas sink to the bottom.

Online/Mobile

X X http://grassroots.ideascale.com/ $-$$

MindmixerSimilar to Ideascale, but users can comment on ideas. Users with the ‘best’ ideas get rewarded.

Online X X http://www.engageomaha.com $$-$$$


$$


X

X

X

X

X

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Traditional

Public MeetingSurvey/Questionnaire/Dot Voting

Printed questionnaire where respondents are asked to select from different options. Respondents.

Face-to-Face Xhttp://dl.dropbox.com/u/44159704/RPAC-Outreach-PrioritizeResults/Traditional/RPAC%20Meeting%20Survey%20printout.pdfhttp://dl.dropbox.com/u/44159704/RPAC-Outreach-PrioritizeResults/Traditional/Dot%20Voting%20at%20Public%20Meeting.jpg

Mailer Survey/QuestionnairePrinted questionnaire where respondents are asked to select from different options. Respondents.

Mail X http://dl.dropbox.com/u/44159704/RPAC-Outreach-PrioritizeResults/Traditional/Mailer%20Survey.pdf $$$-$$$$$

Special Events Survey/QuestionnairePrinted questionnaire where respondents are asked to select from different options. Respondents

Face-To-Face/Print

MediaX X X http://dl.dropbox.com/u/44159704/RPAC-Outreach-PrioritizeResults/Traditional/RPAC%20Meeting%20Survey%20printout.pdf $$-$$$$

Web/Mobile Polling SurveyMonkey (others)Surveys designed for collecting feedback on the web or via mobile device.

Online/Mobile

Xwww.tiny9.com/u/rpacsurvey http://dl.dropbox.com/u/44159704/RPAC-Outreach-PrioritizeResults/Cutting-Edge/Text-Based-Polling.pdf

$-$$ (per survey)

State of the Art/

Cutting-Edge

Text-based Polling Text The Mob Users respond to specific questions via text message. Mobile X http://textthemob.com/print/6034 $-$$

Public MeetingKeypad Polling/ TurningPoint software

Plug-in for Powerpoint; used as wireless audience response and voting system; can gather, rank and report critical information simultaneously in real-time.

Face-to-Face X http://vimeo.com/33778428$$-$$$$ (per meeting)

Phone SurveyAutomated Polling Software

Samples of citizens are given automatic phone calls and asked to respond to questions/options using the keypad on their phone.

Telephone X $$$$-$$$$$

‘Like’ Polling Facebook/Social Media Users ‘vote’ for various options using the ‘like’ feature. Online X X https://www.facebook.com/NewBroadwayBridge $-$$


http://dl.dropbox.com/u/44159704/RPAC-Outreach-PrioritizeResults/Traditional/RPAC%20Meeting%20Survey%20printout.pdf


X

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Objective: Prioritize Results/ Voting



APPENDIX C: RPAC Outreach Tool Prioritization Results Memo

ME

MO

MEMOTo: Casey Covington, Metroplan

From: Kevin Tilbury, Gresham, Smith & Partners

RE: RPAC Outreach Survey results

Date: February 1, 2012

As you are aware, on Wednesday, January 18th Metroplan hosted an “Outreach EXPO” to demon-

strate outreach tools and strategies for the Regional Planning Advisory Committee (RPAC). At the

conclusion of the event, RPAC members were asked to provide feedback. Below is a summary of

the results.

How much eff ort should be spent on each phase?RPAC member responses indicate that a majority of the outreach eff ort should be spent on the fi rst

three objectives, or phases, of Engage Central Arkansas: Listen, Create Awareness and Educate. The

last two phases, Collect Feedback and Prioritize, are still important, but won’t consume as much

eff ort. This is particularly true if the fi rst three phases are successful in engaging citizens and other

stakeholders.

(most eff ort) (least eff ort)

1 2 3 4 5Listen 29.2% 20.8% 25.0% 20.8% 4.2%

Create Awareness 37.5% 25.0% 20.8% 16.7% 0.0%

Educate 20.8% 33.3% 37.5% 4.2% 4.2%

Collect Feedback 4.2% 8.3% 12.5% 45.8% 29.2%

Prioritize 12.5% 16.7% 4.2% 8.3% 58.3%

What are the most important outreach techniques?RPAC responses placed importance on several cutting-edge techniques for Engage Central Arkan-

sas outreach, while still keeping some traditional techniques in the mix. Generally speaking, they

said the most importance outreach techniques are:

• Visualization

• Web-based (advanced web-sites, mobile surveys, etc.)

• Social media

Other techniques that rated as important include:

• Focus groups and interviews

• Public workshops

• Mobile workshops

• Crowdsourcing

VeryImportant Important

Neutral or No opinion

NotImportant

Project website 41.7% 45.8% 12.5% 0.0%

Surveys

(mail or telephone)14.8% 22.2% 33.3% 29.6%

Interviews/

Focus Groups7.7% 65.4% 26.9% 0.0%

Traditional

Public Meetings26.9% 46.2% 23.1% 3.8%

Mobile

Workshops20.0% 52.0% 24.0% 4.0%

Speaker’s Bureau 15.4% 26.9% 46.2% 11.5%

Newsletter/

E-newsletters16.0% 40.0% 40.0% 4.0%

Print/

Newspaper Ads15.4% 50.0% 26.9% 7.7%

Radio Ads 11.1% 37.0% 48.1% 3.7%

TV ads 7.7% 50.0% 23.1% 19.2%

Telephone

Comment line0.0% 23.1% 50.0% 26.9%

Note: responses are listed from most important to least important as rated by RPAC members.

Next StepsWe will take this feedback and use it as the basis for the development of the Stakeholder Engage-

ment Plan for Engage Central Arkansas. The Plan will map out a strategy for who, when and how to

engage using the tools and techniques that RPAC members have told us are important.

ME

MO

stakeholder engagement plan - imagine...

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