TransAction 2040, the long-range transportation plan for Northern Virginia, identifies and prioritizes regionally significant transportation improvements that reduce congestion throughout the region.
The population of Northern Virginia is racially, ethnically, socio-economically, and culturally diverse, with a varied workforce that relies on transit, private vehicles, cycling, walking, and teleworking. With such a unique and varied population and workforce, the typical definition of “consensus” does not apply.
Sharp & Company designed and implemented an innovative public outreach program that is responsive to local needs and strategic in advancing large-scale regional initiatives. The elements of the plan included overseeing the creation and execution of a complete communications package (branding guidelines, project logo, project website, launch package, project newsletter), website, surveys, pop-up events, workshops, focus groups, and social media promotion.
The NVTA TransAction website, serves as the central repository of information and news for this project. The intuitive and user-friendly design guides visitors through news, events, reports, project information, and available opportunities to participate and provide input. Surveys and polls are updated regularly and results are posted in real time.
Developed in response to the diminishing attendance at traditional public meetings, Sharp & Company designed pop-up events – held at sporting events, community functions (such as Farmers’ Markets), and high pedestrian/bicycle locations (universities, public transportation centers) – to attract higher participation and increase public input. This project utilized a combination of pop-up events and workshops at key project milestones.
To garner additional public input, Sharp & Company developed an online survey tailored to generate input on specific issues identified within each of 8 sub-areas in Northern Virginia. Utilizing Facebook Business Manager with its customization tools to reach specific audiences, Sharp & Company ran a promoted campaign geo-targeting Northern Virginia residents that collected over 2700 completed online surveys. Previous surveys had garnered around 400 responses over the same period of time.
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