Kern Council of Governments Overall Public Outreach Program

1
Kern Council of GovernmentsOverall Public
Outreach Program

• Board Workshop
• 635-650 p.m.
• November 20, 2003

2
History

• November 2000 Board requests an greater emphasis
  on public involvement.
• September 2001 Board approves contract with
  Della Hodson Public Relations for Overall Public
  Outreach Plan.
• January 2003 KGOV begins broadcasting Kern COG
  meetings.
• March 2003 Board approves contract with Della
  Hodson to implement Outreach Plan.

3
Situational Analysis

• Consultants began by interviewing staff, board
  members, community opinion leaders, city council
  members and others to determine answers to key
  questions.

4
Key Questions

• Is the Kern COG name widely recognized?
• How well do people understand Kern COGs mission?
• Are key constituents supportive of Kern COG as a
  regional decision-making entity?
• Do key constituents express confidence in Kern
  COG?
• How well are current outreach efforts
  representing the agency?

5
Findings

• Name recognition low among general public, but
  high among involved citizens and business
  leaders.
• Even community leaders dont always understand
  the role Kern COG plays.
• Agency is generally regarded as effective.

6
Findings

• Kern COG has few negative image or bad press
  issues to overcome.
• Agency has not received recognition for direct
  services it provides.
• Outreach materials are well-written and
  informative, but not very inviting to general
  public.

7
Findings

• Website outdated and in need of redesign.
• Public is becoming more aware of issues Kern COG
  addresses, such as air quality, mobility and
  transportation.
• Increasing public awareness means Kern COG should
  begin to market itself more aggressively or
  risk being defined by others.

8
Strategy and Goals

• Primary audience those most likely to vote
  adults aged 35 and above.
• Build awareness of Kern COGs role in regional
  transportation planning.
• Increase understanding of contributions Kern COG
  makes to member jurisdictions.

9
Messages to Communicate

• Kern COG is where local communities decide how
  state and federal resources are allocated.
• Kern COG provides many valuable services to all
  communities.
• Kern COG plays a valuable role in improving
  mobility and long-range transportation planning.

10
Tactics

• Expand publication library with directory of
  services brochure, annual report, etc.
• Expand Kern COGs presence at community events.
• Offer presentations to select workplaces that
  have a significant number of employees in target
  age range.

11
Tactics

• Work with KGOV to develop monthly public affairs
  programming
• Initiate direct mail campaign with opinion
  leaders on selected topics.
• Center Regional Awards dinner around slogan.

12
Tactics

• Rather than a direct marketing approach, brand
  the agency through public service messages about
  carpooling or spare the air days.
• Create a tagline or slogan for use on all
  materials.
• Coordinated print, billboard, TV, radio campaign
  with educational look and feel.

13
Budgeting

• Adopted 2003-04 budget calls for 64,500 for a
  consultant and services related to the outreach
  plan.
• 12,000 for KGOV programming.
• 100,000 for air quality-related outreach
  measures required under RACM.

14
What weve done so far

• Expanded direct mailing list to include 200 more
  non-profit and community-based organizations.
• Increased frequency of press releases and direct
  contacts with the media.
• New slogan Better Planning, Better
  Transportation.
• Designed event calendar that includes all
  community-wide activities in Kern County.
  Increased staff presence at these events, e.g. KC
  Desert Empire Fairs.

15
What weve done so far

• Weekly Board meeting broadcasts on KGOV.
• Three-tiered air quality campaign under way with
  radio, billboard direct mail ads.
• First phase of RTP workshops completed 19
  venues, 171 participants. Air quality projects
  top vote-getter.
• New brochures for FTIP, RTP, Air Quality
  Conformity Call Box Program

16
Kern Council of GovernmentsOverall Public
Outreach Program

• Board Workshop
• 635-650 p.m.
• November 20, 2003