Engaging new communities

Reaching New Communities Engaging Residents Unfamiliar With

(or Suspicious of!) the Planning Process

Alison LeFlore, AICP

Rob May, CEcD, CITY OF BROCKTON, MA

Emily Innes, LEED AP ND, HARRIMAN

Jennelle Graziano, LAWRENCE REDEVELOPMENT AUTHORITY

Things Are Changing

• Our communities are changing

• How we communicate with one another is

changing

• The way residents expect their cities to

operate is changing

• Residents have less free time and are more

selective with volunteer activities

Public Engagement is Key to the

Planning Process

How We Engage Communities

Must Evolve and Adapt

• New technology is available

• More flexible and ongoing communication

necessary

• New and different techniques to reach

underrepresented groups

Why Engage?

• Education

• Feedback

• Stewardship

Who do we engage?

• Municipal Officials

• Municipal Staff

• Residents

• Business Owners

• Property Owners

• Nonprofits

• Institutions

• State Officials

Who Needs Extra Motivation?

• Working Parents

• Low Income Residents

• Youth and Young Adults

• Minority Residents

• Immigrant Communities

• Non-English Speakers

Traditional Approaches

Where YOU are

• Formal

– Workshops

– Presentations

– Charrettes

• Informal

– Drop-ins

– Open Houses

– Targeted Conversations

Traditional Techniques

• Mapping Exercises

• SWOT Analysis

• Paper Surveys

• Presentations

• Facilitated Discussion

New Techniques

• Pop up and different locations

• More interactive activities

• Creative and unique approaches

• Combination of in person and online

activities

• Provide opportunities for different levels of

engagement

Reaching New Communities

Where the COMMUNITY is

• Neighborhood Associations

• Meetings of Community Organizations

• Business Groups

• Festivals

• Radio Shows

• Local Cable

• Social Media

Community Inventory

• Important step to identify the various

community groups

• Build connections with community leaders

• Use community leaders to bring others to the

process

• Include local organizations, nonprofits, social

service groups, advocacy groups, religious

entities, business associations, everyone!

Engaging Non-English Speakers

• Translations are helpful, but not the only tool

• Ask community members to help facilitate;

this is a great role for teenagers!

• Many communities have multiple dominant

languages

Project Website

• Important tool to share information

• Provides location for Project Materials

Social Media

• Each community has a different relationship

with social media

• Identify the right platform for your project

– Facebook

– Twitter

– Instagram

– NextDoor

– Always something new!

Social Media: Tips and Tricks

• Develop a social media strategy

• Keep it fresh

• Some users will respond to questions, others

will just look at what is posted

Power of Technology

• Online Workshops

• Opportunities for Interaction

• Mapping Tools

• Online Forums

Reducing Barriers

• Language Barriers

• Time Challenges

– Meet at different days/times

– Meet in different locations

– Provide child care, or even better – include kids

in the meeting

• Free Food

Successful Processes

• LawrenceTBD

LawrenceTBD

LawrenceTBD

A Blueprint for Brockton

• Listening Tour: 7 meetings, different

locations, times, targeted audiences

A Blueprint for Brockton

• 100+ participants, >1% of City’s Population

Reaching New Communities Engaging Residents Unfamiliar With

(or Suspicious of!) the Planning Process

Questions and Discussion