Communication Plan Winter Parking Pilot Program- Phase II Town of Markham

Date	October 26, 2010
Project Name	Winter Parking Pilot Program- Phase II
Client / Department	Winter Parking Concerns Committee
Communications Lead	Marjorie Rebane- Communications & Community Relations
Project End Date	April 2011	Priority: High
Budget	TBD
Internal Stakeholders Required	Bylaw Enforcement, Operations, Waste Management, Fire Services

Scope of Work – Summary of Communications Elements

COMMUNICATION ELEMENT STATUS
Project #1 – TOM website	- Message in progress based on Markham Life ad
Project #2 – Councillor’s newsletters and websites	- 100 word article required as a template for Councillor’s newsletters and websites
Project #3 – Contact Centre Hotline	- To be used to report road restrictions due to parking
Project #4 – Advertising	- Information ad on program dates in Economist and Sun, Sing Tao, Ming Pao and Tamil publications
Project #5 – Rogers Local Notes	- Public service message on issues associated with parking in some residential neighborhoods
Project #6 – Town Page	- Advertisement template based on Markham Life ad
Project #7 – EIB’s banners	- Messaging about even-numbered parking
Project #8 – Marquis	- Messaging on even-numbered parking and the Town’s proclamation on Winter safety month
Project #9– PSA messages	- Distributed in November community events and activities PSA release to a all media
Project #10– Markham Life magazine	- Notice in January publication Nov. 5, 2009
Project #11– Poster campaign	- Community centres, libraries, malls
Project #12– Warning ticket	- Continuation of the 2010 program. Designed to look like a bylaw infraction ticket but used as a “Parking Alert” warning.
Project #13– Info Postcard	- Double-sided information card explaining issues associated with restricted access by emergency response vehicles and the even numbered program. Locate at driver license centres, libraries and insert into tax bills.
Project #17– EuCan Bins	- Use up to five of the Town’s 10 free EuCam bins for messaging on even-numbered parking -
Strategy
Background on 2009-2010 Pilot Results of 2009-2010 pilot Number of warning tickets Number of complaints/inquiries Lessons learned Key Messages Markham is continuing its winter parking pilot program once again in 2011 since the 2010 winter did not provide adequate experience with the lack of snow. The purpose of the is to prevent parking on both sides of residential streets which severely restricts access for emergency response vehicles. As with the 2009-10 program parking will be allowed only on the odd numbered side of local residential streets between November 15, 2010 and April 1, 2011. We will continue to work with the community to raise awareness about the health and safety issues associated with restricted access to residential streets by emergency response vehicles. Markham’s bylaw enforcement officers will once again be issuing “Reminder Alert” tickets during the 2010-2011 season to vehicles that park on the even numbered side of residential streets. Communications Objectives: Raise awareness among residents of the health and safety issues associated with restricting access by emergency response vehicles on residential streets. Continue to educate residents about the new parking program and why it is important. Monitor, identify and target areas where parking issues are most predominant. Prepare the community for an eventual bylaw and fine through the use of a “Reminder Alert” warning ticket. Communications Schedule November 2010 – April 2011

Project Schedule Details

Project #1 – TOM website	- Phase 1 message - November 2 – program coming - Phase 2 message – December 1 – program in place
Project #2 – Councillor’s newsletters and websites	- Message available by November 15 for Councillors to use in their constituency communications
Project #3 – Contact Centre Hotline	- Operating by November 15 with briefing background -
Project #4 – Advertising	- Phase 1 – Notice of program beginning again in 2010 (1^st week of November) - Phase 2 – Based on best indications of first snowfall
Project #5 – Rogers Local Notes	- November/December appearances
Project #6 – Town Page	- Advertisement – November, December, January - Periodic banner ads at bottom of Town page. until April 2011 – focus on snowfall periods
Project #7 – Electronic Info Boards	- Public Awareness message: November – April
Project #8 – Community Marquis Boards	- Periodic messaging throughout 2010 – 2011 winter
Project #9– PSA messages	- November & December events PSA
Project #10– Markham Life magazine	- January publication- 2011
Project #11– Poster campaign	- Late Nov. 2010 – April 2011 - Community centres, libraries
Project #12– Warning ticket	- Production – November 2009 - Implementation - December 2010 – April 2011
Project #13– Info Postcard	- November production. Available for distribution 1^st week November. Print 1000 copies for community facility distribution. - 80,000 required if this is a tax bill insert
Project #14 – EcoMedia Bins	- January – April 2010
Project #15 – Tax bill insert	- To be confirmed based on number of items and weight of interim tax bill

Budget

Tactics :	Details	Cost
Project #1 – TOM website		0
Project #2 – Councillor’s newsletters/ websites		0
Project #3 – Contact Centre Hotline		0
Project #4 – Paid Advertising		2100
Project #5 – Rogers Local Notes		0
Project #6 – Town Page		0
Project #7 – EIB’s banners		0
Project #8 – Marquis		0
Project #9– PSA messages		0
Project #10– Markham Life magazine		0
Project #11– Poster campaign		Design - $0 Printing - $0
Project #12– Warning ticket	Approx. 1500	Design - $0 Printing – TBD based on printing quote
Project #13– Tax bill insert	To be confirmed	Design - $0 Printing – TBD Option#1- message in tax bill message Option #2- buck slip insert
Project #14– Info Postcard		Design - $0 Printing- $200
Project #15– EuCan Bins		$200 (5 bins)
TOTAL COST		$2500* *Does not include costs for “Reminder Alert” ticket printing or cost of tax bill insert if approved

Resources

Staff Support Required: