1. FERNWOOD
NRG
Project M Communities Building Community
A communication plan to enhance the reputation of Fernwood NRG
with key stakeholders through the implementation of Project M.
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4. Fernwood NRG
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Fernwood NRG
C O M M U N I T I E S B U I L D I N G C O M M U N I T Y
THE ISSUE
Despite its significant work in the community, Fernwood NRG’s reputation lacks clarity outside of its community.
Within the Fernwood community, there is the need for enhanced communication cohesiveness surrounding the
organization, its objectives, and specifically, Project M. See Appendix for further background.
OBJECTIVE
Our communication plan’s objective is to suggest ways for enhancing Fernwood NRG’s reputation and key
relationships through the proactive and targeted engagement of various stakeholders around Project M.
CULTURAL ANALYSIS
An organization can best achieve its goals and service its stakeholders when its internal values are aligned
with its espoused values. When we considered the Fernwood NRG’s culture we found much alignment and
some incongruities between principles, stated values, lived values and assumptions. We wish to celebrate
FNRG’s historical success, by drawing attention to areas that could be brought into value alignment. This would
strengthen the organization, and achieve the goal of enhancing and improving the organization’s reputation
with key stakeholders.
Strengths:
! Passion and commitment
! Forward thinking
! Innovative
! In touch with community
! Sustainable
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! Self-reliant
Findings and Opportunities for Growth:
! Transparency
FNRG’s strong community presence and success has resulted in the need for greater
accountability through transparency, not only with their plans for Project M, but their
operations as well (i.e. financial reporting in annual report).
! Encourage and welcome feedback
FNRG’s management team appears to have tools in place to receive and respond to
feedback. However the sharing of said feedback appears limited. For example, while
questions and emails are encouraged in FNRG’s primary communication tool The Village Vibe,
no questions or “Letters to the Editor” responses appear in any of its issues.
! Dissemination of responsibilities
The dynamic and forward thinking image of FNRG is partly due to the leadership of Lee
Herrin and his team. Assessing the organization’s culture allowed us to determine that Lee
wears many “hats,” often at the same time. As the organization grows, redistributing these
responsibilities would allow Lee to focus on more strategic and forward-thinking projects for
FNRG.
! Focus inward
All of FNRG’s values focus outward into the community, allowing us to conclude that the
company is fully committed to its stakeholders. However, we suggest they consider applying
these stated values internally to move them from a performance team to a high-performance
team.
KEY MESSAGES
When organizations have key messages or focus points they are able to centre their ideas and display a
united front to their intended audience. The FNRG is focused on developing and enhancing a vibrant
community, and we suggest implementation of the following statements.
! Communities Building Community
Demonstrates the significance of building from within. Fernwood is a community full of
diversity and many subcultures. Uniting these different groups/cultures throughout the
neighbourhood would help create a deeper sense of belonging and develop a common
shared culture.
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! We Are the Future of Neighbourhoods
Fernwood is recognized as a self-reliant community, which has been able to build a unique
and vibrant atmosphere. The community could be used as a positive example to help other
developing communities in their re-development journey.
! Yesterday’s Heritage Becoming Tomorrow’s Creation
An inspiring message to keep in mind when approaching all community matters. Fernwood is
distinctive, colourful, and full of rich history. As the community continues to grow and work
towards its goals, honouring its history gives is a platform to build on as it moves forward.
KEY STAKEHOLDERS
! Local Community
Residents feel that they have a stake in the actions of Fernwood NRG, having contributed to
initial projects, and would like to be engaged and contribute to future projects.
! Funders
FNRG has had close ties with its funders for all of its building projects, including government
(City of Victoria, Industry Canada, Canada Mortgage and Housing Corporation), non-profits
(Victoria Foundation, YMCA, Real Estate Foundation of BC), as well as the private sector and
individual donors. For Project M, we see funders as close partners with FNRG.
! Key Staff
FNRG has approximately fifty employees, a handful of which are a part of the strategic
communications and management teams. As a part of this proposal, we anticipate managers
and supervisors will take the lead in disseminating critical project information and next steps
to support staff.
! Government
Fernwood, as a growing community in Victoria, has relied on government funding as well as
city support. “Government” is defined as FNRG’s continuing (and growing) relationship with
the different municipal, provincial and federal representatives as well as local government
branches, some of which have provided funding and influenced local growth.
THE PLAN
Find points of overlap with your opinions and other stakeholders (i.e. you both want Fernwood to be self-reliant),
but be aware of anchors of other parties, (their most committed views). Remember that you share common goals
and opinions with your strongest detractors.
A high-profile, transparent, proactive approach
! Go big. Anticipate problems. Get “buy-in” from stakeholders.
! Target key stakeholders with specific messages; they will disseminate the information and influence
opinion
! Be strategic with timing and resources
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! Communication should be open, honest, frequent, strategic, and dialogical
! Build the strategy and share the load
! Strive for value alignment
TACTICS FOR ACHIEVING THE OBJECTIVES:
WEBSITE
! Build a separate page on fernwoodnrg.ca relating to this project;
! Include a fact sheet, timeline, FAQ, and provide opportunity for feedback;
! Invite the community along on the journey and explain “why these changes now.”
! This will be the first point of contact for many people. Show the “why” of the project, and invite
people along on the journey.
FACE TO FACE MEETINGS
! Government officials (e.g., Carole James, Murray Rankin, MP, City Councillors)
o Keep them up to date with Project M, ask for input and support (it’s a great talking point
for politicians) and through sharing credit, you will raise community profile.
! Internal Staff
o Bring them along on the journey, keep them informed, and ask for their feedback.
o Value alignment of employees and organization encourages a sense of belonging.
o Respect confidentiality
! Community and Opinion leaders
o Who do you know in the community that is an opinion leader? Sit down and dialogue with
them, they will in turn influence others. (e.g., managers, business owners)
o Who are the trusted others? If people don’t come directly to program heads, whom are
they going to?
! Funders
o Consider meeting with funders upon project completion to show what has been done with
funding.
o Let them benefit from providing funding by taking partial credit.
! Press release/interviews at milestone moments
o Inviting media to interviews may be less financially demanding than press releases.
! Open House
o Invite community, funders, peer community associations, media, and government officials.
o Great opportunity for networking, receiving input and dissemination of information.
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! Anticipate Concerns and Prepare Responses
o FAQ (e.g., parking concerns, gentrification, what business will be coming in)
o Proactively prepare anticipated form responses so the Communications Director can
respond to inquiries and concerns in a timely and cohesive manner.
o Refer to key messages and invite input
! Tie together social media properties
o Twitter, Facebook, YouTube, Flickr
o Have cohesive and connected updates across media
o Be proactive and strategically reactive
TIMELINE
We have determined three main components involved in an action timeline for Fernwood.
! Strategic Planning
Involves how this project is communicated to the residents of Fernwood, including the various
levels of government, municipal, provincial, and federal. We encourage more proactive
communication between interested parties to ensure that there is message cohesiveness,
demonstrating the values of transparency, and inclusivity. Fernwood NRG has initiated this
process, but the organization may want to expand its communication efficacy. Proactive
communication ensures messages are heard by all stakeholders in a consistent manner.
! Teardown and Build
This process can be commenced within a few months prior to the actual property demolition.
Proactive communication with all stakeholders will inject excitement as the event nears. While
the Village Vibe assists with information dissemination, a “teardown and build” presentation
at a local school for younger students would help instill the community’s values into the
educational system. Safety protocols surrounding having work crews and heavy equipment in
the locale could be created by the Fernwood Safety Community, formed in April 2013.
Above all, community transparency and tools involving this phase need to be kept current
through all media formats.
! Launch
This will serve many purposes, including marketing, community cohesiveness, stakeholder
acknowledgement, and celebration. A media event involving all funders, the Victoria
Foundation, peer community associations, levels of government, Fernwood NRG staff, local
businesses, and community residents would serve to celebrate this accomplishment and also act
as networking catalyst between all vested parties for possible future housing and business
development.
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EVALUATION
Evaluation is important to ensure the maintenance and continued success of Project M. There are many ways in
which the FNRG can continually evaluate and monitor the progress of its goals.
! Surveys
Surveys are a positive way to get project feedback and to determine where the community
stands in relation to events. Surveys can also be used to re-connect with funders and engage
their perspective on the whole project scope.
! Analytics to measure online engagement
Measuring online engagement is another way to gauge the success of the project especially in
regards to citizen involvement.
! Regular team meetings/check-ins
Having regular team meetings and check-ins with project team members would also be helpful
because consensus within the FNRG would correlate well to positive attitudes within the
community.
! Re-audit/debrief
Would enable all members of the organization to touch base with what went well and what
could be worked on.
COMMUNICATION TOOLS
Included in your communication toolkit (see Appendix) are the following resources to assist in plan execution:
! Sample FAQs
! Talking Points
! Fact Sheet
! Website/Blog
! Form Responses (Social Media, Email)
MOVING FORWARD
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This project represents a time of transition for the organization. It is an excellent opportunity to engage
stakeholders and enhance reputation, but will also have impacts on the internal structure of the organization.
We have provided guidelines and ideas to keep in mind while navigating this transitional period.
! Keep communication frequent and two-way
o What can I communicate about this change today? Keeping your audience top of mind
when new information is available promotes open and honest sharing of information
! Identify the trusted others in FNRG and community
o Who are people talking to if they are not talking to you? Make them visible and leverage
their skills
! Remember, all stakeholders have the same end goal: “A better Fernwood”
o Find points of overlap and use that as a starting place
! Invite people on the journey
o Sell, don’t tell. Show your stakeholders why the project is important and why it is taking
place now
! Sharing responsibility
o Remember that everyone on the team is as passionate and end-goal oriented as you are.
! Build on success
o Honour past successes, history and the efforts of your team and community.
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BACKGROUND
Fernwood Neighbourhood Resource Group (FNRG) has been operating since 1979 and offering affordable
housing since 2006. Their first purchase in 2005, the Cornerstone Building was rejuvenated thanks to 10,000
community volunteer hours. Their second major housing project was the 2008 construction on Yukon Street of
six, 3-bedroom units of affordable housing.
Fernwood NRG has agreed to purchase 2009 Fernwood Road and 1310 Gladstone Avenue from Mi’s Kow
A Ao Development Society. The current housing project stems from the 2011 Fernwood Neighbourhood
Visioning Forum, resulting in three key mandates, one being the need for more affordable housing. In May
2013 a conditional offer was placed on the properties owned by the Mi’s Kow A Ao Development Society,
with the offer to purchase was accepted and conditions met during July 2013. In September 2013, Fernwood
obtained approval from membership to proceed with the purchase. While the initial offer to purchase
involves four properties, currently they have approval for two sites, as the future purchase of the 2013 and
2017 Fernwood Road properties is conditionally based on necessary development approvals. The overall
goal for this project, known as Project M, is to create additional housing and space for local businesses. This
can be accomplished through ensuring coordinated communication with all involved parties, linking past
accomplishments with tomorrow’s success, and creating new business possibilities to strengthen the community.
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COMMUNICATION TOOLS
Sample FAQs
We have created a sample FAQ document for your team to start with, mainly to provide you with guidance in
drafting responses in line with your key messages.
! Will there be more parking built in the area? It’s already a parking nightmare.
! What about gentrification? This neighborhood is becoming too expensive for the people that live
here.
! What businesses are going to be in the new buildings?
! What part do the citizens of this community get to play in the creation and formation of this project?
How can we have our voices heard?
! How much will the rental units cost, and can I apply to rent one?
Talking Points
This is a document for all key messengers to keep in their “back pockets” with highlights of key messages and
words to consider when speaking to the press or general public about Project M.
! We have a history of successfully implementing projects just like this one
! We are members of the community, devoted to enhancing our liveable, vibrant neighbourhood
! We are a fiscally-responsible and reliable non-profit
! We strive to be a role model for communities across North America
! We are building on the success and uniqueness of Fernwood
! We encourage and appreciate feedback and suggestions from the community
! Project M will create and support neighbourhood employment
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Fact Sheet
! Fernwood NRG has been operating and offering affordable housing since 2006.
! First purchase was Cornerstone Building in 2005, that was rejuvenated thanks to 10,000 volunteer
hours from the community
! Second project was building 6, 3 bedroom units of affordable housing on Yukon Street in 2008.
! Agreement to purchase 2009 Fernwood Road and 1310 Gladstone Avenue from M’is Kow A Ao
Development Society.
! Project stemmed from Fernwood Neighbourhood Visioning Forum in 2011 where three key messages
were determined - the need for more affordable housing, more local businesses in the neighbourhood
core and greater food security.
! May 2013 - conditional offer placed on properties owned by the Mi’s Kow A Ao Development
Society
! July 2013 - offer to purchase was accepted
! July 2013 to August 1 2013 - ensured all conditions on purchase were met
! July 2013 to present - negotiations with Coastal Community Credit Union
! Present - Final approval for project from Membership
! September 2013 - approval obtained from membership to proceed with purchase
! Offer to purchase 4 properties, but at the moment only have approval for two
! Purchase of 2013 and 2017 Fernwood conditional based on necessary development approvals
! 2015 - Return to membership for authority to borrow on the purchase.
! Goal is to create additional housing and space for local businesses
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Website/Blog
As a part of our proposed action plan, below is a mock up of proposed Project M sub site and blog, used as
a central information source for the project, regularly updated and connected to all Project M related online
properties.
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Form Responses (Social Media, Email)
We have created a sample Form Response document for your team to start building messaging around
questions asked through social media and email. Related to keeping key messaging consistent, it may be a
beneficial team exercise to pull together a response for each question as they come in, remembering to keep
to the central themes.
Dear Fernwood NRG:
I heard recently that you are tearing down some old buildings and putting up new ones in
the neighbourhood. I have lived here for 30 years and am disappointed to see the
continuing gentrification of Fernwood. The wine bar and fernwood inn are not places
where I can afford to go. Rent is increasing, and soon we will all be moved out. Please
don’t tear down the buildings. It’s not what the neighbourhood wants
Fern Fernwood
Dear Fern:
Thank you for your inquiry/suggestion about Project M, we are always happy to get
feedback from our community. After all, it is a project for and by the community, and we
want to ensure we’re all working toward the same end goal of making Fernwood a better
place for all of us.
We are committed to creating affordable living spaces for families, and as such the top
level of the new buildings will be low-income housing. You can see some examples of
this at the Yukon Street location.
We are also devoted to ensuring neighborhood control of institutions and assets. As such,
we’re interested in seeing businesses on the lower levels of these buildings that service
the community and are owned by members of this community. We want people like you
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to be best served by street level businesses. We have yet to settle on what those
businesses might be. We’d love to hear from you as to what you think might best suit our
socially, environmentally, and economically sustainable neighbourhood.
We encourage you to send us your ideas and proposals.
By the way, we’ll be holding an open house on ______, 2014. Please join us to share
your thoughts and ideas.
Sincerely,
Lee Herrin and Fernwood NRG
