TransLink 2018 Investment Plan
Target Audience: As the regional transportation authority for Metro Vancouver, TransLink is responsible for planning, developing and operating a transportation system that moves people and goods around the region. Our region is Canada's largest transit service area, covering over 1800 square kilometers (695 square miles). We sought to engage a broad cross-section of stakeholders across the region to weigh in on the 2018 Phase Two Investment Plan to help deliver the Mayors' Council 10-Year Vision. Participants reviewed the transit and road improvements being planned for their community, and commented on proposed investments and sustainable funding models. This historic investment plan for $7.3 billion is the largest in our history and serves as TransLink's strategic and financial plan from 2018-2027.
Strategy Objective:The sheer scope required a digital, online and face-to-face events. Strategies: - website (tenyearvision.translink.ca) with an interactive digital map of improvements; - discussion guide summarizing improvements and funding sources; - public survey available online and at open houses; - scientific poll mirrored the public survey; and - social media messages re: municipal benefits and shared with elected officials. Campaign: - a media technical briefing to launch the funding model; - a media event upon Plan approval; - advertisements in 13 local papers; - postcards directing people to the website distributed at in-person engagement events; - digital media through all channels, as well as print and digital versions of the Buzzer Blog; and - bus and SkyTrain ads throughout the system.
Situation Challenge: We faced the challenge of making long-range investment planning interesting, understandable and relevant. The communications and engagement strategy needed to address the broad geography of Metro Vancouver, the varying levels of benefits across the region and the increase in taxes that were contained in the proposed plan. The stakes were high'new funding over the next ten years required the approval of $7.3 billion funded and approved by all levels of government'regional, provincial and federal. The expectation was a significant effort to inform and engage over 2.5 million people who live in 21 distinct municipalities, one Electoral District, and one urban First Nation.
Results Impact: Campaign outcomes: - 30+ unique media articles in print, radio and TV;- 2738 completed public surveys;- representative sample of 2000 respondents in a parallel scientific poll;- 972 people attended 9 in-person engagement events across the region;- printed discussion guides and presentation boards available at the in-person events; and - 13,038 unique page views to the project landing page recorded. Robust engagement feedback informed the Phase Two Investment Plan, and allowed the TransLink Board and Mayors' Council confidence to approve the plan.
Why Submit: We believe that this communications and engagement effort was impactful to both the planning objectives of the project that is, to gain useful community and stakeholder feedback and on transit and region-wide transportation initiatives, but also to the engagement efforts themselves'to achieve transparency in planning, encourage stakeholder buy-in and support of plans, and generate wider understanding of the transportation investments being considered. The campaign included multiple avenues of information-sharing and engagement with customers and regional stakeholders to better understand their transportation experience and needs; in-person, online, digital and traditional media, pop-up events, and surveys.