TASK 1. STRATEGIC MESSAGING AND COMMUNICATIONS FRAMEWORK • Develop a comprehensive messaging recommendations report guide which reflects the Park District’s mission, values and long-term vision. • Tailor messaging to resonate with diverse East Bay audiences, including multilingual and culturally relevant components. • Provide key message sets for priority initiatives, including the District Plan, environmental stewardship, equity in access and community health. TASK 2. MEDIA RELATIONS AND TRAINING • Design a proactive media relations strategy to increase public awareness of Park District initiatives, milestones and accomplishments. • Facilitate at least two media training sessions for Board members and key staff, including on-camera practice, interview preparation, interview strategies, and crisis communications. • Deliver a media training toolkit for ongoing internal use. TASK 3. DIGITAL AND SOCIAL MEDIA ENGAGEMENT PLAN • Evaluate existing digital communications and provide a strategy to improve reach, engagement and accessibility across platforms. • Recommend approaches for expanding two-way communication, especially with underrepresented and multilingual communities. • Include sample content plans and metrics for measuring performance. TASK 4. PUBLIC ENGAGEMENT STRATEGY FOR DISTRICT PLAN • Assess current public engagement tools and practices. • Develop a targeted outreach strategy to support community input and involvement in the District Plan process. • Include recommendations to ensure inclusion of historically under-engaged populations and non-regular park users, with timeline alignment to District Plan milestones. • Understand better how key audiences are receiving information and strategies for effectively breaking into new and evolving mediums. TASK 5. FINAL COMMUNICATIONS RECOMMENDATIONS REPORT • Submit a comprehensive written report summarizing findings, strategies and recommendations for future engagement by the Park District. • Include an actionable implementation roadmap with both short-term and long-term priorities. • Identify opportunities for continued improvement and innovation in communications and engagement.
