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HomeMy WebLinkAbout20230123ASR - 06.2 BICYCLE ADVISORY COMMISSION STAFF REPORT 6.2 TO: Bicycle Advisory Commission January 23, 2023 SUBJECT: Review Preliminary Draft Marketing and Outreach Plan BACKGROUND On July 6, 2021, the Town Council adopted the Town of Danville Bicycle Master Plan, CIP C-609. The Bicycle Master Plan (“BMP”) provides a roadmap for the prioritization and construction of future bicycle improvements and sets policy on how to further encourage and promote bicycling as a safe and viable form of transportation. At its special meeting of November 28, 2022, the Bicycle Advisory Commission (“BAC”) reviewed and approved its 2022-23 Work Plan that is based on the Powers and Duties of the duties Commission and organized to focus on near and long-term priorities related to carrying forward bicycle-related programs and projects contained in the Townwide Bicycle Master Plan and Capital Improvement Program. DISCUSSION The BAC’s Work Plan consists of the development of marketing and outreach materials focusing on bicycle safety, education, and initiatives to encourage and enhance bicycling in the Town of Danville. As part of this task, the approved Work Plan includes the formation of a Subcommittee of the BAC to develop and implement a Marketing, Education and Outreach Strategic Plan. Staff has prepared a preliminary draft plan (Attachment A) as a starting point for the BAC Subcommittee to review, further develop, finalize, and implement in conjunction with Town staff. It is recommended that a final plan be brought before the Commission at its next regular meeting of March 27, 2022. RECOMMENDATION Review Preliminary Draft Marketing, Education and Outreach Strategic Plan and provide additional direction, as appropriate, to the Bicycle Advisory Commission’s Marketing and Outreach Subcommittee to further develop and finalize. Prepared by: Andrew Dillard Transportation Manager Attachment A – Preliminary Draft Marketing, Education and Outreach Strategic Plan Town of Danville Townwide Bicycle Master Plan Draft Marketing, Education and Outreach Strategic Plan January 23, 2023 Foundational Guidance The Town of Danville, in accordance with the recommendations prescribed in the Town of Danville’s Townwide Bicycle Master Plan, is working to foster increased bicycle use by providing an improved active transportation wayfinding program and a safety and sustainability education campaign via videos, print collateral and active outreach throughout the Town to residents, business community, seniors and students. In collaboration with the Town of Danville Bicycle Advisory Commission (“BAC”) and Town staff, the development of a Marketing, Education and Outreach Strategic Plan is recommended to organize and implement actions and activities related to the education and encouragement of bicycling in the Town of Danville. Strategic Objectives •Create an intuitive, safe biking landscape for all ages and abilities •Incorporate resident input in the decision-making process of future bicycle projects •Educate residents, students, commuters, and recreationalists about bicycle infrastructure in Danville •Share information about pedestrian and bicycle safety especially as it pertains to collision rates on major corridors or intersections within the Town limits •Share information about transportation’s impact on climate change and the importance of sustainability in the way we move •Encourage all schools, particularly those along Iron Horse Trail and high collision arterials to adopt Street Smarts programming •Connect commuters to relevant incentive programs to induce mode shift •Collaborate with neighboring agencies on regional bicycle infrastructure funding and programs to enhance infrastructure along the Iron Horse Trail and shared arterials Deliverables •Engage the BAC – establish a subcommittee of the BAC comprised of two BAC members and Town staff to assist with the development and implementation of the Marketing, Education and Outreach Plan. Provide standing updates to the BAC at regularly scheduled meetings. •Design an improved active transportation wayfinding program; identify funding for implementation ATTACHMENT A • Launch a Bicycle and Pedestrian monitoring program • Publish a Bicycle/ Pedestrian Infrastructure and Facilities Map • Publish a materials on how to identify and use infrastructure including green bike lanes, bike boxes, RRFBs, bicycle detection at traffic signals, etc. • Implement a 12-month, robust educational campaign with an emphasis on creating seasonal campaigns (i.e., Townwide summer bike challenge, spring Bike to Work month and Bike to Work Day participation, San Ramon Valley Street Smarts Community Bicycle Festival, fall educational school site campaigns and winter social media, on-line educational programs) • Create instructional videos for using bicycle infrastructure available in the Town and create online video library • Redesigned transportation webpage to include publicly available volume and collision reports • Expand school site participation via Street Smarts Audience • Residents- Danville residents, with an emphasis within ¼ mile of the Iron Horse Trail, especially families who seldom use bike infrastructure because of perceived safety risks • Recreationalists- Visitors to Danville traveling along the Iron Horse Trail and along arterials to access major recreational destinations such as Mt. Diablo State Park • Commuters- Bicyclists who pass through Danville via the Iron Horse Trail or other arterials to gather/access major transit and/or business centers • Schools/ Students- Elementary, middle, and high school students who use the Iron Horse Trail and other major arterials with new bike infrastructure to commute to school. Schools near high collision intersections or with high incidents of student-involved collisions • Business Community – Engage business community to promote and distribute bicycle infrastructure information to customers, provide annual update on progress of outreach plan to business community • Bicycle Advisory Commission – Provide members with information to create “bicycle ambassadors’ to promote the 12-month campaign Messaging Boilerplate messaging will be designed to anchor groups together by the foundation guidance which frames all strategic objectives. (Example: “The Town of Danville has a safe, comprehensive pedestrian and bicycle network designed for easy inter and intra town mobility.”) Tailored messaging will be designed to resonate with specific audiences and reflect their specific concerns and priorities. Example messaging such as: • Residents- “With recent improvements to the Iron Horse Trail, you can bike with peace of mind to the downtown and beyond.” • Recreationalists- “Biking to Mount Diablo just got safer. Queue in the Town of Danville’s newly installed Bike Boxes to get out ahead of traffic and increase your visibility on the road.” • Commuters- “Biking to catch your carpool or bus at the Danville Park and Ride Lot has been made even safer with Danville’s green bike lanes and new connection to the Iron Horse Trail.” “Biking to Work made easier with installation of new and enhanced bicycle infrastructure…” (ie bike boxes, bike lanes, bicycle detection systems). • Schools/Students- “Phone down, eyes up! Stay aware of your surroundings to help stay safe as you walk or ride to school.” Leverage San Ramon Valley Street Smarts Program bike safety educational programs/initiatives for cooperative messaging. • Bicycle Advisory Commission – create “bicycle ambassadors” (ie BAC Subcommittee) to promote the Town’s 12-month campaign. Communication Channels • Town of Danville Website- A central location for maps, information on relevant infrastructure, links to partner programs, volume and collision data, etc. • Social Media- The Town of Danville has cultivated a sizeable following of interested parties on Facebook and Twitter. These platforms are a valuable resource to gauge community engagement and attention around transportation infrastructure through likes, comments, and shares. • Live Locally Newsletter- The Town manages a quarterly newsletter which helps reach its residents and business community who may not follow the Town on digital platforms • Printed collateral- Take-home resources that reinforce digital messaging and are available to visitors not dialed in on the Town’s online platforms. • In-person Outreach- A way to intercept casual trail users and provide information on improved safety enhancements off trail. Done with support from Volunteers in Police (VIPs) and local bike coalitions. • Business Community Outreach – A way to promote infrastructure to businesses/commuters. Chamber Newsletters and website. • Parks and Community Services Commission – Present annual 12-month outreach plan to Commission for expanded outreach and insert in Parks Community Activities Guide • Community Events – Distribute promotional materials at Music in the Park, 4th of July parade, Holiday Tree Lighting, Danville Farmer’s Market • Regional Outreach – Updates in County Supervisor, District II newsletters and Danville Patch Metrics Quantitative • Webpage views • Social media engagement (likes, comments, shares, follows) • Schools participating in Street Smarts • Danville participants at Street Smarts Bike Rodeo • Number of people engaged at in-person outreach • Number of meetings (subcommittee and regular scheduled) by Bicycle Advisory Commission • Pedestrian and Cyclist volume counts • Collision statistic monitoring and analysis • Bicycle parking generation and usage at public facilities and school sites (emphasis along Iron Horse Trail) Qualitative • Awareness of infrastructure, partner program existence • Quality of engagement on social media • Constituent feedback (actively engage) DRAFT Implementation Plan and Schedule* January 2023 (Winter Campaign) Task Target Audience Channel Completion Date Write scripts for educational videos/ cast participants Students, Residents, Commuters February 2023 Create print collateral materials March 2023 Start assisting w/ school engagement for Street Smarts February 2023 Get Safety tip in spring Danville Live Locally Social Media Campaign Newsletter Social Media Quarterly Ongoing March 2023 (Spring Campaign) Start preparing for Spring Bike to Work Day/Month 511 CC May 2023 Film instructional videos/ edit March 31, 2023 School engagement for Street Smarts Students Print collateral, social media TBD Release RFP for Wayfinding Program Design TBD Bicycle Advisory Commission (BAC) to Council Town Council March 2023 May 2023 Bike to Work Month Residents, Business Community, Commuters Social media 511 CC School engagement for Street Smarts: Bike to School Day Students In-person, Print collateral, social media May 31, 2023 June 2023 (Summer Challenge) Social media sustainability/safety campaign Residents, commuters, recreationalists Social media Online Instructional Video Library goes live Website, social media June 15, 2023 2 Outreach events on Iron Horse Trail Residents, commuters, recreationalists In-person, print collateral June 2023 July 2023 Get Safety tip in Summer Danville Live Locally Implement Summer Bike Challenge Residents, business community, recreationalists Newsletter 511 CC July 31, 2023 Recruit for BAC Residents Spring 2024 July 2022 Social media sustainability/safety campaign Residents, commuters, recreationalists Social media 2 Outreach events on Iron Horse Trail 2 Community Outreach events (4th of July and Summer Concert) Residents, commuters, recreationalists In-person, print collateral July 2023 August 2023 BAC feedback on Wayfinding program Residents, commuters, recreationalists TBD Wayfinding Consultant Map draft July 31, 2023 August 2023 Social media sustainability/safety campaign Residents, commuters, recreationalists Social media, School engagement for Street Smarts Students Print collateral, social media August 1, 2023 September- October 2023 (fall Campaign) Social media sustainability/safety campaign Residents, commuters, recreationalists Social media School engagement for Street Smarts: Walk to School Day Students In-person, print collateral, social media October 31, 2023 Author safety tips/messages in Fall Danville Live Locally Residents Newsletter TBD EOY Analyze participation rates BAC and Town Staff Quarterly Track analytics for website visits/ post reach/engagement BAC and Town Staff Monthly Final design for wayfinding program BAC and Town Staff December 31, 2023 *TASKS AND COMPLETION DATES TO BE FUTHER DEVELOPED AND FINALIZED BY BAC MARKETING, EDUCATION AND OUTREACH SUBCOMMITTEE AND TOWN STAFF