Outreach EffortsOutreach Efforts

Kern Council of GovernmentsKern Council of Governments

Environmental Justice Task ForceEnvironmental Justice Task Force

September 3, 2002September 3, 2002

HistoryHistory

Kern COG’s old approach to public Kern COG’s old approach to public participation included:participation included:

• Legal and public noticesLegal and public notices• Public hearingsPublic hearings• Some public workshopsSome public workshops• Occasional press releasesOccasional press releases

Environmental JusticeEnvironmental Justice

• May 2001: Public Participation May 2001: Public Participation Policies revised to reflect growing Policies revised to reflect growing environmental justice concerns.environmental justice concerns.

• New policies emphasize community-New policies emphasize community-by-community approach.by-community approach.

Policy changesPolicy changes

Additional tactics include:Additional tactics include:• Display ads in community, Display ads in community,

Spanish-language newspapers.Spanish-language newspapers.• Radio ads.Radio ads.• Community flyers (to churches, Community flyers (to churches,

schools).schools).

Policy changesPolicy changes

• Heavy use of press releases, Heavy use of press releases, media relations.media relations.

• Attend community events.Attend community events.• Increase number of public Increase number of public

workshops.workshops.

Other factorsOther factors

• Board wants agency ‘branded’ in Board wants agency ‘branded’ in the public’s mind.the public’s mind.

• 2001: Marketing firm hired to 2001: Marketing firm hired to develop an overall public develop an overall public outreach plan.outreach plan.

Marketing plan findingsMarketing plan findings

• Kern COG has no bad press issues Kern COG has no bad press issues to overcome.to overcome.

• Agency has not received Agency has not received recognition for its services.recognition for its services.

• Outreach materials are Outreach materials are informative, but not inviting.informative, but not inviting.

FindingsFindings

• Web site outdated.Web site outdated.• Public more aware of issues like Public more aware of issues like

air quality, mobility and air quality, mobility and transportation.transportation.

• Kern COG should ‘market’ itself Kern COG should ‘market’ itself more aggressively or risk being more aggressively or risk being defined by others.defined by others.

Additional tacticsAdditional tactics

• Develop monthly public affairs Develop monthly public affairs programming through KGOV.programming through KGOV.

• Mail campaign with opinion Mail campaign with opinion leaders on selected topics.leaders on selected topics.

• Approach city councils to make Approach city councils to make presentations about Kern COG.presentations about Kern COG.

Additional tacticsAdditional tactics

• ‘‘Brand’ agency through PSAs Brand’ agency through PSAs about transportation and air about transportation and air quality.quality.

• Create a tagline or slogan.Create a tagline or slogan.• Print, billboard, TV & radio Print, billboard, TV & radio

campaign with educational look campaign with educational look and feel.and feel.

What’s been done so farWhat’s been done so far

• Mailing list includes 200 more NPOs & Mailing list includes 200 more NPOs & CBOs.CBOs.

• New brochures designed for air quality New brochures designed for air quality conformity, RTP and FTIP.conformity, RTP and FTIP.

• Increased press releases and direct Increased press releases and direct contacts with the media.contacts with the media.

• Increased staff presence at community Increased staff presence at community fairs and events.fairs and events.

BudgetingBudgeting

• Recommended $223,700 for first Recommended $223,700 for first year, mostly in billboards, radio year, mostly in billboards, radio ads, general use publications.ads, general use publications.

• 2002-03 budget = $60,0002002-03 budget = $60,000• $250,000 a year over three years $250,000 a year over three years

for air quality-related outreach for air quality-related outreach measures pending CTC approval.measures pending CTC approval.

Outreach EffortsOutreach Efforts

Kern Council of GovernmentsKern Council of Governments

Environmental Justice Task ForceEnvironmental Justice Task Force

September 3, 2002September 3, 2002