INTER-OFFICE MEMO

TO: Mayor and Council

FROM: General Manager, Engineering

DATE: August 28, 2018 FILE: 8740-01

RE: Surrey-Newton-Guildford LRT Project Communications Plan

INTENT

The purpose of this memorandum is to provide an update on the public communications and
outreach efforts proposed for the Surrey-Newton-Guildford (SNG) LRT Project, with a focus on
proposed activities over the upcoming 60 days (September-October).

BACKGROUND

Public communications and engagement initiatives on Surrey rapid transit have been on-going
since 2010 when the joint TransLink and Provincial Surrey Rapid Transit Study hosted a series of
public consultation workshops and engaged stakeholders with a questionnaire. In the beginning
of 2015 when TransLink engaged a consultant team to undertake the overall SNG Project
development, a key part of the mandate included a comprehensive public communications and
consultation program to be delivered concurrent to the Reference Concept Design and Project
Business Case.

The following is a summary of SNG Project Stage 1 to 3 public engagement events completed in
the past two years:

December 2016: Stage 1 Project Public Engagement – Stakeholder Workshops

January-February 2017:
June-July 2017:
October – November 2017:
May- June 2018:
Stage 1 Project Public Engagement – Open Houses
Stage 2 Project Public Engagement – Open Houses
Stage 3A Project Public Engagement – Stakeholder Workshops and
Meetings
Stage 3B Project Public Engagement – Open Houses & On-line
Feedback

In addition to the above, both the Project and the City undertook numerous public outreach and
advocacy events, such as “pop-up” kiosks, presentations and media blitz, in an effort to reach a
wider range of the public. As well, the City conducted a LRT showcase of a demo light rail vehicle
along the SNG corridor and at key public events from May through July of 2018.

DISCUSSION

Project Communications Plan

A draft Project Communications Plan has been prepared in anticipation of an official Project
announcement and kick-off in early September 2018. The Plan is intended to cover media,
 -2-

community relations and marketing for a six-year endeavour starting in August 2018 and ending
on the Project’s anticipated opening day in 2024. The Plan outlines a transparent, positive and
collaborative approach to communications and community relations with the following main
features:

Goals

Earn and maintain support for the Project with proactive, early, broad, regular and highly-visible
communications throughout

• Inform about the Project status, details and timeline;

• Educate about the need, benefits, technology and how it works;
• Reassure about key concerns such as safety and congestion/traffic management;
• Counter misinformation; and
• Engage the community.

Desired Outcomes

• Raise public awareness about the Project;

• Increase knowledge about LRT technology;
• Build support, excitement, consensus and social license for the Project;
• Foster community;
• Build public confidence and trust in TransLink and Surrey brands; and
• Support TransLink’s customer-centric focus.

Audiences

• Active Transportation Groups;

• Business;
• Community Groups;
• Drivers;
• First Nations;
• Institutions;
• Elected Officials; and
• Public.

Project 90-Day Communications Plan

As a subset of the overall Project Communications Plan, a draft 90-Day Plan has been prepared
that outlines proposed activities for the period covering August, September and October.
Depending on the opportunity and the nature of the event, the activities would be undertaken
either by the Project (jointly with TransLink and City) or by the City alone.

August Activities

A total of 19 activities are planned for this month with wide-ranging activities already completed
and others to be confirmed. For example, on August 2, Project information and staff were present
at the Job Fair organized by the Progressive Intercultural Community Service (PICS). Outreach
was carried out at Surrey Downtown BIA networking events, and Project staff were on hand with
information at the Hindu Vedic Society’s India Independence Day celebration. As well, Project
 -3-

information and support were provided to the Fleetwood BIA for its open house held on
August 21.

The following is a sample of the pending activities proposed for August:

• Social media engagement through LRT tweets to drive followers to the microsite, with the
City to retweet;
• Stakeholder meetings with HUB cycling group and with Surrey Memorial Hospital; and
• Outreach and social media at community events, such as the Farmer’s Market and the Car
Trunk Sale at the Guildford Recreation Centre.

September Activities

A significant number of the proposed activities are centred on the Project announcement
anticipated in early September. The following is a sample:

• Two-week roll-out that includes community celebrations, proactive media blitz,

billboards, web updates, social media launch and mor eOp-ed pieces in regional and local
newspaper by the Project Director regarding Project status;
• Supportive letters to the Now-Leader editor by Project Champions;
• LRT outreach at KPU welcome back student fair (September 10);
• Kevin Desmond, TransLink CEO’s keynote speech and social media at the Surrey Board of
Trade luncheon (September 11);
• Kiosk at the Surrey Board of Trade’s International Trade Awards (September 14) and
Environmental and Business Awards (September 27);
• Kiosk at Invest Surrey’s Google Workshops at City Centre Library (September 21);
• Outreach and social media at Transportation Forum for seniors at Guildford Recreation
Centre (September 22);
• Presentation to Surrey Local Immigration Partnership (LIP) (September 26);
• Project outreach and social media at the Mayor’s State of the City speech (September 19)
and at the State of Newton address sponsored by Newton BIA (September 27); and
• Kiosk and social media at the celebration of National Seniors Day at City Hall
(September 28).

October Activities

The following is a sample of proposed communications and outreach activities planned for the
month of October:

• Op-ed, outreach and social media in the celebration of Small Business Week with Surrey
Board of Trade and BIAs (October 1);
• Kiosk at the Surrey Board of Trade’s Manufacturing Industry Reception (October 17) and
Development Industry Forum (October 30); and
• Outreach and social media at children’s Halloween event at Central City Mall
(October 31).
 -4-

CONCLUSION

The SNG Project and the City are committed to delivering a comprehensive communications and
outreach program to sustain public interest and awareness of the forthcoming LRT service in
Surrey. As demonstrated by the Project’s September-October Communications Plan, the
activities will cover a wide range of opportunities that focus on reaching the general public and
stakeholder organizations.

If you require further information, please phone me at 604-591-4042.

Fraser Smith, P.Eng.

General Manager, Engineering
PL/jma

Attachments:
- Communications Schedule, September – October 2018
- “Right Choice” Rack Card

c.c. - City Manager

- Manager, Transportation
g:\wp-docs\2018\sng lrt\08241628pl.docx
AJ 8/28/18 2:01 PM
LRT offers an unmatched
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FIND OUT MORE AT

SURREY.CA/LRT
087120

SURREY.CA/LRT
088208