CITY OF KINGSTON

2002 NAME THE DISTRICTS CAMPAIGN

COMMUNICATION PLAN

Prepared for the Name the Districts Ad Hoc Committee

August 8,2002

Prepared by: Strategic Initiatives and Corporate Communications

Chief Administrative Office

COUNCIL MEETlNGZ 0 AUG 1 3 '02 COMMUNICATION PLAN FOR THE 2002 NAME THE DISTRICTS CAMPAIGN AUGUST 8,2002

TABLE OF CONTENTS

Introduction

Goals and Objectives

Target Audiences

Key Messages

Campaign Activities

Timelines

Budget

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COUNCIL. MEETING2 8 &% 3 3 ’02 COMMUNICATION PLAN FOR THE 2002 NAME THE DISTRICTS CAMPAIGN AUGUST 8,2002

INTRODUCTION

The City of Kingston is currently separated into twelve (12) Electoral Districts, and during the Mayor’s inaugural address, it was suggested the Electoral Districts be named. At their April 2, 2002 meeting, Council approved the establishment of an “Ad Hoc Committee for Naming Your District”.

The mandate of the “Ad Hoc Committee for Naming Your District” was established as follows:

Step 1 establish the criteria under which the names being recommended for each of the twelve districts shall be judged to include recognition of the historical and geographic features of the district

Step 2 establish the format under which the submissions shall be made

Step 3 review and judge the proposed names submitted for the twelve districts for recommendation of two names per district to the Committee of the Whole final decision

A committee was formed in June 2002 and met to review the draft criteria, process and timelines for Steps 1 and 2 as approved by Council. On July 16, 2002, Council approved the following committee recommended criteria for judging written submissions from the public:

the historic nature of the area; the geographic features of the district; the historical landmarks or specific communities within a part of the District; the length of the name (this could include a hyphenated name); ease of pronunciation; ease of spelling; the applicant must be a resident of the City of Kingston; the submission must include a name and address; anonymous submissions will not be accepted.

In addition, Council approved the format for the submissions, which will be in the form of an essay of 250 words or less, with each submission containing the proposed name of the district and outlining the reasons for the recommended name. The deadline for receiving submissions for the Name the Districts Campaign was extended to October 11, 2002. Council also recommended that the resolution regarding the Name the Districts Campaign from the July 16, 2002 meeting be forwarded to all elementary and secondary schools within the boundaries of Kingston.

This Communication Plan has been developed to ensure public awareness and participation throughout the Name the Districts Campaign.

COUNCIL MEETING2 0 1 3 '82 COMMUNICATION PLAN FOR THE 2002 NAME THE DISTRICTS CAMPAIGN AUGUST 8,2002

GOALS AND OBJECTIVES

The development of this plan has led to the identification of the following goal and objectives for the Name the Districts Campaign.

GOAL

. districts named by end of January 2003

OBJECTIVES I

1 engage broad public involvement with a strong emphasis on student participation

. create interest in municipal government and pride in the City of Kingston as a result of the public education efforts of the campaign

. generate media interest

. submission of at least 10 unique names per district by the public to the committee by the campaign closing date of October 11, 2002

. present Council with 24 names (2 per district)

COiJNCjL MEETING2 c? k.% 1 3 $02 COMMUNICATION PLAN FOR THE 2002 NAME THE DISTRICTS CAMPAIGN AUGUST 8,2002

TARGET AUDIENCES

To satisfy the goals and objectives of this communication plan, the following target groups have been identified as the audiences critical for the success of the Name the Districts Campaign:

The general public, including:

. residents of the City of Kingston/district residents

I n te res t G ro u ps , i ncl ud i n a

. local community associations . community service organizations . Rural Affairs Committee/rural residents and gathering places . local school boarddprivate schools . post secondary educational institutions . senior citizen associations . student associations

Government representatives, including:

. City of Kingston Mayor and Councillors . Local MP and MPP City of Kingston staff

Local media, including:

Newspaper editors, publishers and key reporters to be contacted: o Paid advertisinglfeature articles: Kingston Whig-Standard, Kingston This Week

and the Heritage o Noticedfeature articles: Queen’s Journal, The Tower, Nomad, Kingston Life,

Profile Kingston, VISTA, Pic Press, community newsletters Radio and TV station managers, news directors, key reporters/announcers to be contacted: o Paid advertising: CHUM group, FLY-FM/CKLC; Corus group, CFMK,/GTO 960;

K-Rock, The Border o Public noticeslbulletin boards: COGECO, CFRC, KCVl Radio, CKWS-TV, CBC

Ontario Morning Web sites: What’s On Kingston, City of Kingston

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KEY MESSAGES

Consistent messages with the appropriate tone, which focus on shaping the history of Kingston, will provide the target audiences with the information they need in order to participate in the Name the Districts Campaign.

. Based on comments from the public during the 2000 electoral district campaign, Mayor Turner asked in her inaugural address of December 1,2000 that Council consider having the districts adopt names instead of numbers.

At their December 19, 2000 meeting, Council directed the Clerk of the municipality to bring back a report to the Committee of the Whole on how best to proceed with naming the districts.

. At their April 2, 2002 meeting, Council approved the establishment of an “Ad Hoc Committee for Naming Your District” based on the recommendations in a report brought forward by the City Clerk.

. The City of Kingston’s 12 Electoral Districts need names and the Name the Districts Ad Hoc Committee is asking the general public to submit names along with an up-to- 250 word essay in support of the name.

. Those participating in the campaign will help shape the history of Kingston, show pride in their district and community and will become better informed about where they live.

m Public education efforts and community involvement will create interest in municipal government and pride in the history and innovation of the City of Kingston.

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COUNCIL MEE?!NG2 8 &% 1 3 '02 COMMUNICATION PLAN FOR THE 2002 NAME THE DISTRICTS CAMPAIGN AUGUST 8,2002

CAMPAIGN ACTIVITIES

A variety of communication vehicles and activities are recommended to achieve the objectives of the plan.

1. Pre-launch Activities

During the week of August 12, Council Support staff will send a letter introducing the campaign to all groups identified by the committee as target audiences. Presentation kits will be prepared for those groups expressing an interest in the campaign and media kits will be sent to all local print and broadcast media in the area. Committee members will be available to speak to various community groups on request and will provide Council Support staff with their schedules. Requests for presentations will flow through the Deputy Clerk's Office.

2. Media Launch

As the campaign has a short timeline, the campaign will launch in early September with a press conference, which is open to the public, in Memorial Hall at 1O:OO a.m. on September 5, 2002. Advertising will be placed in local newspapers, radio stations and magazines to coincide with the launch and to continue during the course of the campaign. All opportunities for Public Service Announcements will be utilized.

3. Committee of the Whole Meeting - September I O , 2002

A First Capital News taping will air before the Committee of the Whole meeting on September I O . As this meeting will be taped by COGECO, the Chair of the Name the Districts Ad Hoc Committee will update Committee of the Whole with a presentation on the progress of the campaign. The Communications Office and Committee Chair will work together on the presentation.

4. Public Displays

Public displays or posters will be set up in local library branches, municipal buildings and rural areas to complement the media campaign by providing historical details of the City of Kingston and its districts. District information, maps, details of the campaign and submission forms and boxes will be included with the displays.

5. City Web Site

District information currently on the web site will be updated and enhanced. A special web page will be created for the campaign, which will allow the public to submit a name and supporting essay electronically. An email address will be established for the campaign: namethedistricts@citv.kinqston.on.ca

~ a & j i ~ c : I ~ MEETiNG2 0 AllG 1 3 '02 COMMUNICATION PLAN FOR THE 2002 NAME THE DISTRICTS CAMPAIGN AUGUST 8,2002

CAM PAlG N ACTlVlTl ES (CONTINUED)

6. City Internal Communications

City staff will be informed of the campaign and invited to participate using the City's lntranet site, bulletin boards, the electronic newsletter and posters.

7. FOIIOW-UP

Press releases reporting the campaign progress will be issued in order to generate continuous media interest and coverage. Information relative to the numbers of submissions by district will be released to the media.

8. Submission Boxes

In order to make it easier for the public to make their submissions, submission forms and boxes will be placed in municipal buildings, libraries, rural sites and other areas identified by the committee. Suggested locations for submission boxes are Seniors Centre at 56 Francis Street, City Hall, 21 1 Counter Street, Artillery Park Fitness €4 Aquatic Centre, Kingston Frontenac Library branches - Central, Isabel Turner and Pittsburgh, and other locations to be determined.

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TIM ELlN ES

July

July

July

July

July

ACTION RESPONSIBILITY

contact with media advertising representatives regarding sponsorshipladvertising opportunities and discussions with media ed itorslmanagers regarding feature stories and notices for use throughout the campaign

Communications Office

place advertising or notices with print media to meet deadlines for AugusVSeptember publications: Culture & Recreation Fall Brochure ( Paid advertising - August 23 release); Kingston Life (September issue - notice in What's Happening section); Profile Kingston/%- Plus (September issue - notice to be placed if there is room)

Communications Office

contact Geographic Information Systems Unit regarding district maps and updates to po pu lation/electo ral statistics

Communications Office

contact graphic designer to begin design for Name the Districts logo for use in promotion materials

Communications Office

gather information regarding community Committee associations and organizations

identify sites for displays submission boxes Committee

gather historical information/maps for Committee displays

AUGUST 8,2002

TIM E LINES (CONTI NU ED)

ACTION RESPONSIBILITY DATE

AUGUST 2002

Early August

August 12

send invitations for launch to special guests Council Support

Council Support send letter to Heritage Fair coordinator and private schools

August 13

August 15

completed Communication Plan to Council Communications Office

Communications Office deadline for submission to VISTAEeniors Association publication

August 16 materials for publicitylmedia kitslcontact lists to Communications Office

Committee/GIS Unit

August 19-23 preparation of publicitylmedia kits Com m u n ications Off ice Council Support Committee

August 23 publicity kits to community contacts identified as critical to the success of the campaign; letter of introduction to other contacts

Council Support

TBA Taping for First Capital NEWS with Mayor Turner and Committee Chair

Mayor's Off ice Communications Office

Communications Office August 26

August 26

Web Site goes live the last week in August

Letter to editors of local print media announcing campaign

Committee Chair

Com m i ttee

Communications Office

August 26-29

August 29

set up displays and submission boxes

distribute media kits

COUNCIL, MEETING? 0 A% 1 3 COMMUNICATION PLAN FOR THE 2002 NAME THE DISTRICTS CAMPAIGN AUGUST 8,2002

TIM ELI N E S (CONTINUED)

DATE ACTION RESPONSIBILITY

SEPTEMBER 2002

September 5 campaign launch in Memorial Hall 10 a.m. Committee Communications Office Council Support

September 6 Ad/submission form in Kingston This Week Communications Office

September 7 Ad/submission form in Whig-Standard Communications Office

September 9 Ad/submission form in the Heritage Communications Office

September 10 First Capital News taping airs before Committee of the Whole meeting/ presentation to Committee of the Whole by Chair of the Committee

Com m i ttee/Com m i ttee Chair

September Radio campaign throughout September Communications Office

Ongoing Press releases to all media and throughout Communications Office the web site with campaign updates

OCTOBER 2002

October 11 Campaign ends/media update

October 1 2 Collection of the submission boxes

October 14 Selection process begins

Communications Office

Council Support

Committee

L;u;.q<iL i ’ v i i & I iNGI u ;,33 r. 3 ’02 COMMUNICATION PLAN FOR THE 2002 NAME THE DISTRICTS CAMPAIGN AUGUST 8,2002

TIM ELI NES (CONTINUED)

DATE ACTION RESPONSIBILITY

NOVEMBER 2002

Ongoing Continuation of Step 3 of selection process: Committee meetings with individual district councillors to create the short list

Ongoing Media updates on the process of choosing Communications Office the final selections, possibly publishing a list of the names and essays submitted

DECEMBER 2002

Ongoing Continuation of Step 3 of selection process: Committee meetings with individual district councillors

January 2003

Early Jan. Media releases prior to the Council vote Communications Office

Mid-Jan. Media releases announcing new district Communications Office names with the names of those whose names were chosen

FEBRUARY 2003

Early Feb. Follow-up media kit containing new map Communications Office with district names, essays supporting the choice of the names, thank-you to all those who participated in the campaign

ci.~C$i<;i fijkETIfijG2 0 i!!$ i 3 '02 COMMUNICATION PLAN FOR THE 2002 NAME THE DISTRICTS CAMPAIGN AUGUST 8,2002

BUDGET

Council budgeted $6,000 for this project to be funded from the Council Support Division 2002 Operating Budget. The budget has been increased to $8,000 with a grant from the Community Services Department.

Print and Broadcast Media Department)

$5,000 ($2,000 from Community Services

Print Advertising: Whig-Standard, Kingston This Week, The Heritage - an ad that will include a submission form and will run in the first two weeks of the campaign. If we are able to secure media partners, we will be able to run more ads throughout the campaign, as the media sponsors share the cost of the ads. (approximately $3,000 for print advertising) . Broadcast Advertising: 30 second radio spots on CFLY, GTO, The Border, K-Rock during the course of the campaign. (approximately $2,000 for broadcast advertising)

PresentationlMedia Kits and Disalavs $2000

Folderslmaterials for presentation kits Tri-fold display boarddlaminating for maps/materials . Name the Districts logo for use in print advertising, presentation kits, press releases, letters, web site, submission boxes, displays

Certificates andlor Plaaues $1,000 . Certificates and/or plaques for selected submissions

Budget Breakdown

Item Estimated Cost Media $5,000 PresentatioNMedia Kits and Displays 2,000

l Certificates and/or Plaques 1,000

Total Campaign Budget $8,000