CONSENSUS INC. - FIXED GUIDEWAY OUTREACH-2010

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CITY OF SANTA ANA STRATEGIC COMMUNICATIONS AND OUTREACH SERVICES TIMING: JANUARY- MARCH, 2010 Revised: December 29,2009 INTRODUCTION Consensus Inc. is pleased to prepare this scope of work for the City of Santa Ana for strategic communications and outreach services for the Santa Ana station district, fixed-guideway and 48-parcel redevelopment projects. Since 1986, Consensus has successfully engaged the public, building grassroots community support for complex projects in the transportation, environmental, public facilities and real estate industries. Our communication programs are strategically designed to allow for wide participation while reducing conflict and confusion. Given the history of contention with some elements of this combined project, it's even more important to design an effort that: · Communicates proactively with stakeholders the project's objectives, purpose and need, alternatives and the importance of public participation . Engages a broad-based group of stakeholders in the process, including communities that have been historically disengaged due to language or cultural barriers . Solicits usable feedback from stakeholders that results in an understanding of where there is support and opposition for certain alternatives and elements under evaluation and what types of measures might be implemented to mitigate concerns . Implements a legally defensible public involvement program that meets the guidelines set out by the California Environmental Quality AcUNational Environmental Policy Act This initial proposal encompasses a three-month effort to establish a comprehensive branding and communications infrastructure designed to properly position the project in the public's eye - promoting a greater understanding of the overall redevelopment goals of the City and the current efforts underway. Attention will be paid to crafting visuals and messages that resonate with the public, increasing the effectiveness of the City's communications effort while meeting public involvement program goals. A media relations component will help strengthen the credibility of the City and project developers, promoting an interest in a cooperative and open relationship with the press and the public it serves. Following is a list of activities proposed for this initial effort: PROJECT IDENTITY Project Brand Consensus will, in concert with the City of Santa Ana, design a logo and visual identity for the project. This visual identity will be communicated across all printed documents, including newsletters, fact sheets, scoping and presentation materials, and to the extent possible, the project Web site. If appropriate, a tagline will be developed to help strengthen the public's understanding of the project and its brand qualities. Brand Research Consensus will conduct five to seven key stakeholder telephone interviews to solicit information helpful for shaping the project's brand. It's important to hear directly from stakeholders their concerns and impressions from previous redevelopment efforts. 12