White Oak Marketing and Communications Plan Presentation to Friends of White Oak Sharp & Company December 3, 2018

Introduction

• The White Oak Implementation Coordinator, in the Offices of the County Executive, has procured the development of a clear, actionable, scalable communications and marketing plan that addresses all the key audiences interested in the White Oak Science Gateway Master Plan and shapes communications about the plan over a period of time. • Sharp & Company •  Shelley Johnson •  Charise Geiling

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Communications & Marketing Plan Tasks

1.  Conduct a critical analysis of what is being communicated about White Oak and by whom  2.  Identify opportunities and challenges, based upon critical analysis  3.  Identify goals and objectives of future communications  4.  Identify key audiences and prioritization: who we want to reach and engage  5.  Recommend communications tools and strategies, including media pitches, stories and

narratives, social media strategy, crisis communications  6.  Develop a variety of key themes and message frames  7.  Outline a timeline for implementation and a mechanism to evaluate implementation  8.  Develop branding message  9.  Design website, logo and visuals  10.  Propose community outreach events 

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Research to Date

• Site visits (neighborhoods, shopping centers, FDA)

•  Facebook/Instagram promoted survey, 1207 responses

• Meeting with community members

• Review of news stories

• Police/crime report

• School news

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Site Visits

• Burnt Mills and Hillandale Neighborhoods

• All of the Shopping Centers

• Dined at the Jewel of India

• Shopped at the Safeway

• Grabbed a coffee at both Starbucks

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Site Visits—FDA

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As one of the area’s greatest strengths, FDA brings thousands of employees and visitors to its campus.

Currently, a majority of these individuals don’t use the services available in White Oak. Sharp & Company

proposes a robust marketing campaign geared specifically to this “captive audience”  encouraging them

to forge a relationship with the business, retail, and entertainment communities in White Oak and

contribute to their success.

Site Visits—FDA

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White Oak Survey Results Overview

Sharp & Company identified the need for an initial survey to gather public input from residents in Montgomery and Prince George’s County. The survey was developed by Sharp & Company and went live on October 15 via the White Oak Facebook page, concluding on October 26. A total of 1207 individuals completed the survey. The survey consisted of 16 multiple choice questions with the opportunity to write in answers for specific questions.

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respondent profiles

White Oak Survey Results Overview (cont.)

•  The majority of the respondents (78%) live outside White Oak (22% residents)

•  The majority of respondents who are visitors live in Silver Spring (59%) in Montgomery County, and Adelphi (19%) and Beltsville (12%) in Prince George’s County.

•  Of those living outside Montgomery County and Prince George’s County, 47% live in “other” regions of Maryland, with the majority living in Howard and Baltimore Counties; 35% live in Washington, D.C.; and 17% live in Northern Virginia.

•  Race: 58% White, 16% Hispanic or Latino, 14% Black.

•  Household Income: 20% unknown; 18% over $200,000; 17% $100,000–149,000; 10% $50,000–74,999; 9% $50,000–74,999

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Survey Results

• Have you heard of White Oak? •  95% said they have heard of White Oak

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95%

Survey Results

• Do you visit White Oak? •  90% said they go to White Oak

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90%

shopping dining

Survey Highlights

Respondents cited the top three reasons for visiting White Oak as shopping (71%), dining (42%), and recreational facilities (21%). Contradictorily, when asked what prevents them from visiting more often, respondents cited not being satisfied with the selection of shopping, (49%), dining (48%), and entertainment (39%). Another main reason for not visiting is the lack of family-friendly activities (21%).

Looking further into the fill-in answers for these categories, it appears that a majority of those who visit for the shopping, dining, and recreational facilities do so because of convenience of location off the Beltway and other major roads, or the need to be in the area for another reason, rather than the facilities themselves.

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why?

Survey Highlights (cont.)

0

10

20

30

40

50

60

70

80

90

100

I live in White Oak I work in White Oak

I attend school in White Oak

I dine at restaurants in

White Oak

I shop in White Oak

I use recreational facilities in White

Oak

I attend religious services in White

Oak

I receive medical care in White Oak

Other (please specify)

Question 3: Why do you visit White Oak? (Check all that apply)

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Survey Results

• How often do you visit White Oak? •  About half of those who took the survey said they visit anywhere from 4

days a week to 1-3 days a month.

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at least 1-3 days a month

why not?

Survey Highlights (cont.)

0

10

20

30

40

50

60

70

80

90

100

Nothing prevents me from visiting

White Oak

I’m not satisfied with the shopping

choices

I’m not satisfied with the restaurants

choices

I’m not satisfied with the entertainment

choices

The recreational facilities do not meet

my needs

There is not enough public transit

There are not enough family-

friendly activities

Other (please specify)

Question 5: What prevents you from visiting White Oak more often? (Check all that apply)

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better safer

cleaner

Survey Highlights (cont.)

Survey Question 6 asked participants what would encourage them to visit more frequently. Not surprising, the top five answers were better restaurant choices (75%) , better shopping choices (74%), better entertainment choices (57%), more family-friendly activities (32%), and better recreational facilities (29%). These strong results make it clear that adding, replacing and improving these amenities will make a big impact on bringing visitors to the area.

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Survey Results

• Are you aware of the following brand new features coming to White Oak?

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AdventistHealthCareWhiteOakMedicalCenter

BusRapidTransitalongRoute29

VivaWhiteOak VictoryCrossingSeniorApartments

HiltonHome2SuitesHotel

64% 60%

31%26%

19%

awareness

Crime Report Highlights

From the findings in the 2017 Annual Report, perception of a higher crime rate in the White Oak district compared to other areas in the  County appears to be somewhat accurate. •  The 3rd District Silver Spring reported the highest number of overall offenses with 12,272,

as compared to 11,372 in 4th District Wheaton, 10,247 in 6th District Gaithersburg, 7,435 in 2nd District Bethesda, 7037 in 1st District Rockville, and 7,023 in 5th District Germantown.

•  As compared to the 2017 lowest overall crime report district, Germantown, Silver Spring had a 21% higher rate in “crime against a person,” 57% higher rate in “crime against property,” 116% higher rate in “crime against society,” and 90% higher rate in “group B offenses.” Comparisons to other districts are highlighted in the chart that starts on page 20.

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good news

Crime Report Highlights (cont.)

Improvement has begun

Even though the 3rd District does report higher crime rates as compared to other districts, the good news is that the area has made notable improvements.

Overall, Montgomery County reported an increase from 2016 to 2017 in total offenses by 0.93%; the 3rd District reported a decrease by 1.6%. While all of Montgomery County has decreased crime against a person by 0.40% in 2017, the 3rd District has reduced it by a notable 10.5%. Similarly, while Montgomery County has reduced group B offenses by 1.95%, the 3rd District has reduced the category by 4.4%.

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Crime Report Highlights (cont.)

The 3rd District command attributes the reduction in criminal activity in 2017 to a continuation of a multi-layered approach to enforcement, particularly of crimes against persons. Efforts specifically for the White Oak area were cited as: •  “The District Community Action Team (DCAT), assisted by the Special Assignment Team (SAT)

and a hybrid of officers from each sector, led a White Oak SAFE (Saturation and Aggressive Felony Enforcement) detail during the summer months when serious crimes tend to increase. Calls for service for serious crime decreased by 61% during those months when compared to the previous summer. An increase in calls for service in the Henry Sector (Quebec Terrace, Ruatan Street, and Piney Branch/Flower Avenue) resulted in a similar detail that focused on more high visibility enforcement and aggressive patrols by DCAT and SAT.”

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Crime Report Highlights (cont.)

The following chart shows crime rates broken down by categories for the County overall, followed by the same breakdown for each district.

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Montgomery County Offense Category 2016 2017 % Difference

  Crime Against Person 6,021 5,998 -0.40%

  Crime Against Property 23,644 24,292 2.70%

  Crime Against Society 6,622 6,927 4.60%

  Group B Offenses 20,661 20,258 -1.95%

  Total 56,948 57,475 0.93%

Crime Report Highlights (cont.)

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3rd District, Silver Spring Offense Category 2016 2017 % Difference

  Crime Against Person 1,271 1, 137 -10.5%

  Crime Against Property 5,009 5,087 1.6%

  Crime Against Society 1,649 1,703 3.3%

  Group B Offenses 4,343 4,150 - 4.4%

  Total 12,272 12,077 -1.6%

Meeting with Community Members

• Many of their comments mirrored the sentiments of the survey

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ditto

Review of news stories

• Not a lot out there • Mostly negative stories

• Positive stories aren’t getting enough coverage

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what’s the story?

It all boils down to

• Safety/Crime • Shopping/Dining Experiences

•  Families/Schools

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what matters

most

Recommendations

Based upon the findings from the survey and crime report, Sharp & Company recommends concentrating community development efforts and funds in the following areas:

•  Improve and increase dining options

•  Improve and increase shopping options

•  Improve and increase recreational facilities

•  Improve and increase family friendly activities/facilities

• Continue existing crime reduction efforts and implement additional efforts

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How are we changing perceptions? (Phase 1)

• Consistent positive media stories •  Make it known what changes are coming to White Oak •  Make it known what improvements are coming to the local schools •  Make it known what is really happening with crime

• Market to the FDA (big opportunity)

•  Family Friendly Events that put White Oak on the map

• Branding and web presence

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Branding Options

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Branding Sneak Peek

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Branding Sneak Peek

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Branding Sneak Peek

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Branding Sneak Peek

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Sample Website Homepages

33 Visit www.tinyurl.com/scowhiteoak to view entire sample homepage design drafts.

These are design options we are considering for the new website - to be replaced with new professional photography of the White Oak community.

Sample Website Homepages

34 Visit www.tinyurl.com/scowhiteoak to view entire sample homepage design drafts.

These are design options we are considering for the new website - to be replaced with new professional photography of the White Oak community.

What about a White Oak mascot?

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Recap

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