Educating the Community to Gain Support Deanna Sheely September 2009

Outline A Case Study - Red Wing’s Budget Crisis Project Evolution Research Developing a Communication Plan Executing Deliverables Results

Extensive cuts in aid expected from state in 2009 and beyond Local impact: reducing services and staffing levels Priority #1: informing and engaging the community Reporting and “living” results Case Study: Budget Crisis

Project Evolution End of ‘08 Dismal state budget report Early ‘09 Council directed staff to do a mass public outreach campaign to help determine which services to cut or reduce March Kicked off campaign April Tabulated and presented results Moving Forward Implement changes and ongoing reporting to residents

Research 3CMA members - a gold mine! Past practice – 2003 Budget Crisis State lobbying groups

Communication Plan Objectives Audience Key Messages – consistent across all platforms Communication Tools Our road map to define…

Most Impactful Deliverables Employee Budget Sessions  Newsletter, mass s, postings Service Evaluation Worksheet  Inserted in external newsletter  Front desk at all city buildings  Downtown coffee shops  Posted online as a questionnaire Public Forums  Discussions, worksheets, traveling presentation

Most Impactful Deliverables Government Access Programs  PSA, Newsflash, Budget Workshops External and Internal Newsletters  Article updates every month Public Relations  News releases, letters to editor, commentaries Website  Ongoing updates

Performance Measures Attendance at events Feedback received through surveys Dollars spent Changes embraced Successful volunteerism campaign

Recap Providing information - compelling and understandable Gaining trust that input will be listened to – public perception is everything Communicating strategically Demonstrating results Volunteer Campaign

Thank you Deanna Sheely