1. Kern Council of Governments Overall Public Outreach Program Board Workshop 6:35-6:50 p.m. November 20, 2003

2. History November 2000: Board requests an greater emphasis on public involvement. September 2001: Board approves contract with Della Hodson Public Relations for Overall Public Outreach Plan. January 2003: KGOV begins broadcasting Kern COG meetings. March 2003: Board approves contract with Della Hodson to implement Outreach Plan.

3. Situational Analysis Consultants began by interviewing staff, board members, community opinion leaders, city council members and others to determine answers to key questions.

4. Key Questions Is the Kern COG name widely recognized? How well do people understand Kern COG’s mission? Are key constituents supportive of Kern COG as a regional decision-making entity? Do key constituents express confidence in Kern COG? How well are current outreach efforts representing the agency?

5. Findings Name recognition low among general public, but high among involved citizens and business leaders. Even community leaders don’t always understand the role Kern COG plays. Agency is generally regarded as effective.

6. Findings Kern COG has few negative image or bad press issues to overcome. Agency has not received recognition for direct services it provides. Outreach materials are well-written and informative, but not very inviting to general public.

7. Findings Website outdated and in need of redesign. Public is becoming more aware of issues Kern COG addresses, such as air quality, mobility and transportation. Increasing public awareness means Kern COG should begin to ‘market’ itself more aggressively or risk being defined by others.

8. Strategy and Goals Primary audience: those most likely to vote – adults aged 35 and above. Build awareness of Kern COG’s role in regional transportation planning. Increase understanding of contributions Kern COG makes to member jurisdictions.

9. Messages to Communicate Kern COG is where local communities decide how state and federal resources are allocated. Kern COG provides many valuable services to all communities. Kern COG plays a valuable role in improving mobility and long-range transportation planning.

10. Tactics Expand publication library with directory of services brochure, annual report, etc. Expand Kern COG’s presence at community events. Offer presentations to select workplaces that have a significant number of employees in target age range.

11. Tactics Work with KGOV to develop monthly public affairs programming Initiate direct mail campaign with opinion leaders on selected topics. Center Regional Awards dinner around slogan.

12. Tactics Rather than a direct marketing approach, ‘brand’ the agency through public service messages about carpooling or spare the air days. Create a tagline or slogan for use on all materials. Coordinated print, billboard, TV, radio campaign with educational look and feel.

13. Budgeting Adopted 2003-04 budget calls for $64,500 for a consultant and services related to the outreach plan. $12,000 for KGOV programming. $100,000 for air quality-related outreach measures required under RACM.

14. What we’ve done so far Expanded direct mailing list to include 200 more non-profit and community-based organizations. Increased frequency of press releases and direct contacts with the media. New slogan: “Better Planning, Better Transportation.” Designed event calendar that includes all community-wide activities in Kern County. Increased staff presence at these events, e.g. KC & Desert Empire Fairs.

15. What we’ve done so far Weekly Board meeting broadcasts on KGOV. Three-tiered air quality campaign under way with radio, billboard & direct mail ads. First phase of RTP workshops completed: 19 venues, 171 participants. Air quality projects top vote-getter. New brochures for FTIP, RTP, Air Quality Conformity & Call Box Program

16. Kern Council of Governments Overall Public Outreach Program Board Workshop 6:35-6:50 p.m. November 20, 2003