HomeMy WebLinkAboutCAO-08-042 - King St Reconstruction Project Communication Plan
KiTC~~R
Chief Administrator's
Office
Report To: Development & Technical Services Committee
Date of Meeting: January 5, 2009
Pre ared & Submitted b ; Michael May,
p Y Director of Corporate Communications and Marketing
Ward(s) Involved: Wards 1 & 6
Date of Report: December 22, 2008
Report No.: CAO-08-042
Subject: King Street Reconstruction Project Communications Plan
RECOMMENDATION:
For information only.
BACKGROUND:
At its regularly scheduled meeting on December 8, city council requested staff provide an
update on the communications plan for the King Street Reconstruction Project.
Back in 2007, in anticipation of construction beginning that year, a committee of city staff from
Corporate Communications and Marketing, Economic Development and Engineering met on
several occasions to develop a communications plan for the King Street Reconstruction Project.
Mark Garner, Executive Director of the Kitchener Downtown Business Association was also a
part of that communications committee and met with the group on several occasions throughout
the development of the plan.
In addition to having direct KDBA representation on the communications committee, back in
2007 city staff consulted with the KDBA Marketing Committee on two occasions to gather their
direct input into the draft communications plan and to begin to explore possibilities to coordinate
and build on each others communications efforts during the construction period. Input received
from the KDBA Marketing Committee was consolidated and integrated in the overall
communications plan for the project.
By the time city council made the decision to pause the project for one year (April 2008), the
communications plan had been completed and staff was preparing to implement the actions in
the plan. In December 2008 city staff met with the Executive Director of the KDBA again to
ensure the plan that was developed back in 2007 was still relevant and effective.
REPORT:
The following report outlines the main components of the communications plan for the King
Street Reconstruction Project. In the months before construction begins, and throughout the life
of the project, city staff will continue to work closely with the KDBA to explore additional
opportunities to communicate with stakeholders and to coordinate and leverage each others
efforts to get information to the public. The communications plan for this project will be reviewed
by the project committee on an ongoing basis.
Target Audiences:
Throughout the duration of the project specific communications tools will be used to provide
information to the following target audiences:
^ Individual downtown businesses and their customers;
^ the KDBA;
^ downtown residents, employees, students and surrounding neighbourhood associations;
^ downtown visitors from other areas of the city /region, and;
^ Kitchener residents whose tax dollars are funding the project.
Communication Objectives:
The overall objectives of the project communications plan are to:
^ Inform target audiences of the construction schedule, potential adjustments to that schedule,
detours, parking alternatives, and interruptions to traffic flow in an attempt to help minimize
disruptions and inconveniences to stakeholders.
^ Facilitate the timely and regular flow of information between the city and the KDBA.
^ Inform target audiences of the purpose and benefits of the new streetscape.
^ Ensure people are aware that while construction is ongoing, businesses remain open.
Communication Tools Used to Achieve Objectives:
In addition to the tools outlined below, in consultation and cooperation with the KDBA, city staff will
review all tools used to ensure effectiveness and will in partnership with the KDBA continue to look
for other opportunities to communicate with stakeholders throughout the duration of this project.
1. Project Team Meetings will be held on a weekly basis. The project team will consist of city
staff, its contractor, two downtown city councillors and a representative of the KDBA. These
meetings will be used as a tool to share information and resolve issues that may arise.
2. S~gle Point of Contact person, direct phone line and email address) will be established to
facilitate inquiries from businesses, residents and visitors with inquiries related to the project.
This contact information will be published in other communications materials.
3. Construction Briefs will be circulated to downtown businesses on a weekly basis. City staff
will create the content of these briefs based on the minutes of the weekly project team
meetings and the KDBA will distribute them to their membership list. Briefs will also be
emailed directly to city council and posted on the city and project websites. Members of the
city's downtown e-newsletter distribution list will also be given the opportunity to receive
these briefs via direct email.
4. Project website will be a central source of information for stakeholders looking for
information on the project (ie. construction schedule, detour map, latest news, photo gallery
of construction progress, FAQs, contract information for further information). Website will be
linked from the city, downtown and KDBA websites. City staff will post project information on
the city's FaceBook page.
5. Business Brochure will be available for business owners to distribute to their customers as a
source of information on the construction schedule, detours and parking options. Similar
information will be turned into posters for display in downtown businesses and city facilities.
6. Employee /Student Information Boards (2ft X aft) will be created by city staff to provide
downtown employees with information on the construction schedule, detours and parking
options. The KDBA will coordinate the rotation of two sets of the information boards to each
of the major downtown employers and educational institutions and will have them placed in
visible areas in the buildings.
7. Project Brochure will be distributed to 66,000 Kitchener households via The Record. The
brochure will the same format and size as Your Kitchener- but will be specific to the project.
The brochure will provide Kitchener taxpayers with information on the construction schedule,
detours and parking options, as well as illustrations of the new streetscape design and a
detailed description of the project components. The brochure will also ensure readers are
aware that while construction is ongoing businesses will remain open for business.
8. Information Booths will be set up at all downtown special events to give visitors project
information. Copies of the project brochure will be available for distribution. Information
booths will also be set up at the market and in the rotunda of city hall on an ongoing basis.
9. Construction Signage will provide construction details, detour information and parking
alternatives as well as drive people to the project website for further information.
10. Radio, TV & Newspaper Ads will provide Kitchener taxpayers and other residents of the
region (who are potential visitors to the downtown) with construction information. The ads
will drive listeners and viewers to the project website for further information and reassure
them that while construction is ongoing, businesses are still open.
11. Downtown Ambassadors will be provided with copies of the project brochure and regular
project updates so that they can provide downtown visitors with information on the project
(June to September 2009).
12. Your Kitchener will be used throughout the duration of the project (May/April, May/June,
July/August, September/October editions), to provide stakeholders with information.
13. Media Releases will be used at major milestones throughout the project.
FINANCIAL IMPACT:
The total communications budget for this project is $23,000 or 0.3% of the total project budget.
Half of the tools listed above come at no financial cost to the project. Staff are continuing
discussions with the KDBA on cost sharing arrangements for some of the communications on
this project and are confident an agreement can be reached.
Communications Tools Cost
News a er Ads $1,000
Radio Ads $5,500
TV Ads $3,000
Pro'ect Brochure Printin & Deliver $9,000
Miscellaneous Si na e, Posters, Printin $3,000
CONCLUSION:
In addition to the tools listed above, throughout the duration of this project city staff will continue
with our current engagement model and work closely with the KDBA to explore additional
opportunities to communicate with stakeholders and to coordinate and leverage each others
efforts to get information to the public.
Michael May
Director of Corporate Communications & Marketing
K. Grant Murphy
Director, Engineering Services
Rod Regier
Executive Director, Economic Development