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Attachment I <br />TRANSPORTATION FUNDING COMMUNICATION PLAN (Updated July 22, 2008) <br />Goals and Objectives: <br />Effectively communicate the value of locally controlled, sustainable and equitable <br />transportation funding solutions in ways that people see benefit for themselves and their <br />neighborhoods <br />Generate adequate support to implement the solutions, built on the fact that street maintenance is <br />a core value for Eugene residents <br />Citizens, staff and elected officials trust Public Works and the City of Eugene to make good <br />decisions about local transportation services and how they are delivered and funded <br />Key Audiences: <br />City Council <br />Eugene voters <br />Taxpayers <br />Business community (including Chamber of Commerce) <br />Local opinion leaders (including key media, neighborhood group leaders) <br />Public Works employees and all City employees <br />Other public agencies <br />Strategies: <br />Find and use benefit statements for every constituency/key audience <br />Build community support through constituent/opinion leaders (e.g., members of the Street <br />Maintenance Task Force) <br />Simplify benefit statement/messages (e.g., “street repairs” and “fixing the potholes” rather than <br />“pavement preservation”) whenever possible <br />Recognize the communication value of “official” documents (agenda item summaries, <br />resolutions, ballot titles, etc.) <br />Separate issues (e.g., property tax measure, gas tax sunset) to manage the amount of information <br />key audiences need to have at any particular moment in time <br />Find opportunities to talk about “big picture” in ways that clearly describe what each component <br />of the package would do and how individual components work together as a balanced package <br />Enlist mayor and councilors as spokespersons for the issue <br />Look for groups invested in solutions as message partners <br />Develop an implementation schedule early on to coordinate communications on various solution <br />components <br />Ensure communication tactics are consistent with and support election laws and other procedural <br />requirements <br />Build on successes of pavement preservation program, and tell the street maintenance “story” <br />Use Final Report of the Transportation Subcommittee (2007), LOC “Investing in a Neglected <br />Asset” report, and PMS report (2008) and other source documents to support communications <br />Use a range of outreach tactics (e.g., meetings/presentations, internet, newsletter) to reach <br />targeted audiences as well as the general public <br />Address state and county relationships in a positive way; look for opportunities to liaison with <br />and coordinate our interests with those of our regional partners (including Springfield, Lane <br />County, ODOT and EWEB) <br />Develop a strong internal communications to inform employees, using supervisors to <br />communicate key messages and promote understanding through the City organization <br />Use surveys (specifically, the January 2008 NSDS survey and the July 2008 SRI survey) and <br />focus groups to test methodologies and key messages <br />Make effective use of consultant resources (e.g., Barry Pack, Steve Johnson, Gary Manross) in <br />developing plans and implementing strategies <br />