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MIDTOWN REDEVELOPMENT AUTHORITY (MRA) COMMUNICATIONS CONSULTING PROJECT 2016 - 2017

For more than 17 years Midtown Redevelopment Authority (MRA) has been at the forefront of thoughtful, strategic, and inclusive redevelopment of a blighted neighborhood. In 2016 they learned that there was a community engagement problem and they didn’t understand why. The leadership felt they were well established as an organization that cares about the community it serves, and sought to understand and seek solutions to improve the issue.

See how we used FordMomentum! to align communications in an innovative way.

PLAN + DELIVER

We implemented our proven process of integrating culture, data and visual creativity to devise an authentic solution that is inclusive of everyone. We used query to influence how we developed our plan and delivered tangible ways to get it done.

  • Asked the tough questions to understand, confirm, and separate perceptions from reality.
  • Analyzed how MRA develops and delivers information to the community.
  • Measured efficiency and compared communications processes with industry standards.
  • Conducted a district wide survey capturing more than 1,400 residents, business owners and stakeholders and suggested 5 recommendations for increased transparency.
  • Implemented all recommendations including website reorganization, a visual guide to roles and responsibilities, and bilingual (Spanish-English) digital continuing education classes for the public.

SUSTAINABLE RESULTS

FordMomentum! streamlined processes and introduced new cost-effective tools that helped get the job done faster and easier for external community members and internal MRA staff. The most successful outcome was that this process inspired MRA to increase transparency and educate the community about how and why they exist to serve the community. Many community members did not know or understand the organization’s purpose. Once they had language and a path to activate their own roles, they became better advocates for the organization.

Created By
Maya Ford
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