an outreach story
Keeping our community informed and engaged in our neighborhood, our creek
San Marcos Creek Construction
The opportunity
The City of San Marcos set out to restore the natural habitat surrounding San Marcos Creek and reduce flooding while improving infrastructure with a three-year, $104 million construction project. While the completion of the project will have lasting benefits to San Marcos residents, it will mean traffic congestion, delays and many public questions in the short term. That's why creating and implementing a strategic communications program was essential. Enter JPW.
The approach
Given this project’s long history, it was imperative that project communications set a clear new tone and debunk misinformed and outdated facts. To inform the strategy, JPW conducted extensive historical research to understand various iterations of the decades-old project. Research included a pre-construction survey and in-person interviews with residents, businesses and key project staff. Data from this research informed the project’s messaging and brand. JPW Communications then developed a multiyear communications plan to guide the project’s outreach and has been completely implementing the plan for the city over the past 12 months.
The solution
“Our Neighborhood. Our Creek” campaign concept
Comprehensive communications and outreach strategy and implementation
Key messages and master narrative
Social media strategy and creative development
Management of public inquiries related to project
Crisis communications and media strategy
Collateral suite including signage, postcards, business cards, creative assets
Waze integration
Multicultural outreach including dedicated website, email and text alerts for Spanish speakers in community
Website content
Project overview and progress videos using drone footage and animated graphics
The reward
In just the early phase of outreach, JPW has helped the city host a community meeting for 75 residents and council members and a successful groundbreaking ceremony for over 200 community members; facilitated more than 30 presentations and meetings with area churches, HOAs, schools and other associations; contacted more than 200 businesses through outreach and canvassing; developed early outreach materials including postcards, business cards, banners, signs, and videos; and launched complementary multicultural outreach efforts to ensure all audiences are included.
The awards
Excellence in Public Information and Communication (EPIC) Award | July 2020
City of San Marcos' Creek Construction Groundbreaking Ceremony
Presented by the California Association of Public Information Officials (CAPIO)
Excellence in Public Information and Communication (EPIC) Award | July 2020
City of San Marcos' Creek Construction Project Logo Design
Presented by the California Association of Public Information Officials (CAPIO)