Case Studies in Marketing

engaging Community

City of Pasadena General Plan
Communications That Elicit Participation

Articulating the Value

The City of Pasadena was conducting an update to its General Plan on very important issues of density, development and traffic movement. The outreach and participation that they planned was to be conducted through the summer, and there was only a month to plan and implement the outreach. Participation and input from residents was a crucial element for the success of the update effort.

Creating the Strategy

SAI was hired to create an outreach plan to make residents aware of the update, and engage them in participating and interacting in the various activities. We devised a multi-tiered plan, based on a theme of “your voice matters”. Posters with large lettering, “What Do You Think” were placed all over Pasadena, online advertising was conducted and a website pages developed for ease of interaction and participation. SAI met weekly with the team to analyze results of the outreach effort and respond quickly with new strategies.

Realizing the Goal

Over 3,000 people participated in one way or another in the Update activities. Over 5,000 move-about guidebooks were utilized by residents, guiding them to various sites of the City and asking their opinion on desired future direction for those sites.

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