• Stakeholder and Public Outreach and Engagement o Conduct market research, including focus groups, as a basis for engaging audiences and developing messages for behavior change campaigns. o Identify and develop pathways to reaching and engaging varying audiences and to support outreach goals, including a mix of traditional and digital marketing and communications methods. This will include the development of a dedicated regional TDM program website and supporting communication channels (e.g., social media, email marketing, etc.) o Coordinate with, gather input from, and amplify existing transportation options communications campaigns with entities like the City of Grand Rapids, Grand Rapids Chamber of Commerce, Downtown Grand Rapids, Inc., West Michigan Rides, The Rapid, Vanpool, Grand Rapid’s Public Library, Fulton Street Farmer’s Market, and other community, governmental, and agency partners. o Utilize a project management system to keep track of different user/target audiences. • Regional TDM Communications/Outreach Needs Assessment and Program Evaluation o Conduct an audit of the region’s TDM campaigns and communications, with key equity considerations given to: ▪ Language variances ▪ Representation of varying abilities (e.g., messaging that addresses wheelchair users, people with visual impairments, etc.) ▪ Communications methods (e.g., non-digital materials and digital materials; email and SMS; etc.) o Focus should be given to what could be done in future messaging and gaps in messaging, over auditing previous efforts. • Regional TDM Communication and Outreach Strategies Development o Create a unified regional TDM brand and style guide for all TDM communications and outreach materials. o Develop key TDM messages individualized to potential user groups. o Establish context sensitive short term and permanent key regional TDM campaigns, initiatives, and strategic actions for the region’s commuters and employers, that can be implemented over a 5-year span. o Develop an ongoing communication strategy that showcases the demonstrated successes of TDM initiatives within the region. • Final report o Final report with appendices and a shorter, easier-to-digest report format. o Executive Summary o Presentation of final plan ▪ Invite or visit with regional stakeholders’ communications staff/specialists to present final plan and build collective buy-in for communication strategies, messaging, target audiences, campaigns, etc. ▪ Provide opportunities for all communities of GVMC to comment on the plan before it is finalized, including those who cannot attend meetings. o All report elements should be developed and formatted in a way that is easily digestible for stakeholders and the public. ▪ All delivered documents should be easy to translate into multiple languages and incorporate other accessibility features, e.g. alt text, compatibility with screen readers, etc.
