Creating a dual brand for long-awaited capital improvement projects
About this project
Client
City of Encinitas
Community Engagement, Strategic Communications, Creative
Services
The opportunity
In late 2020, the City of Encinitas, in partnership with the San Diego Association of Governments (SANDAG), started construction on two longawaited projects in the community: the El Portal Pedestrian Undercrossing and the Leucadia Streetscape project, a series of improvements to revitalize Highway 101.
While the projects were being handled by two different construction teams, the public wouldn’t see that distinction. Therefore, a cohesive joint outreach strategy was needed to communicate holistically about both projects.
The approach
The City and SANDAG tapped JPW and Katz & Associates to develop a strategy to guide communications and outreach for both projects throughout construction. The joint approach to communications and outreach for both projects would ensure all messages and updates were coordinated and consistent.
Developed and launched during the COVID-19 pandemic, JPW evolved traditional public engagement strategies to still reach target audiences when tactics like in-person community meetings were not feasible.
The solution
Communications and outreach strategy and implementation
Key messages and master narrative
Project branding
Public inquiry responses and management
Virtual community meetings
Virtual stakeholder presentations
Collateral suite including signage, postcards, business cards, social media graphics and presentation template
Multicultural outreach including meetings and presentations
Video script writing and production support
The reward
Both projects completed construction in summer 2022. The JPW team and Katz & Associates hosted a ribbon cutting event that generated 19 broadcast news stories and three in print media outlets. In total, the team made more than 800 outreach contacts to members of the community, including presentations and meetings with area churches, HOAs, schools and other associations, as well as business-specific outreach. The projects also maintained an 83 percent positive or neutral sentiment in all public inquiries.
The communication strategy was effective in supporting the completion of these projects while keeping community informed and directing concerns to the project team where they could be addressed in a positive and productive manner.