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Washington Neighborhood Instersection Painting ProjectTHE CITY OF Dui Masterpiece on the Mississippi Dubuque band AI -America City r 2007 • 2012 • 2013 TO: The Honorable Mayor and City Council Members FROM: Michael C. Van Milligen, City Manager SUBJECT: Washington Neighborhood Intersection Painting Project at 16th and Washington Streets DATE: April 29, 2014 Neighborhood Development Specialist Jerelyn O'Connor recommends City Council approval of a street intersection painting project at 16th and Washington Streets. I concur with the recommendation and respectfully request Mayor and City Council approval. IA/1144 ,,,,„ Mic ael C. Van Milligen MCVM:jh Attachment cc: Barry Lindahl, City Attorney Cindy Steinhauser, Assistant City Manager Teri Goodmann, Assistant City Manager Jerelyn O'Connor, Neighborhood Development Specialist THE CITY OF DUB TE MEMORANDUM Masterpiece on the Mississippi April 29, 2014 TO: Michael C. Van Milligen, City Manager FROM: Jerelyn O'Connor, Neighborhood Development Specialist RE: Washington Neighborhood Intersection Painting Project at 16th and Washington Streets Introduction I am transmitting a memo from Washington Neighborhood Development Corporation and Washington Neighbors requesting City Council approval of a street intersection painting project at 16th and Washington Streets. Background In the summer -fall of 2012, Community Housing Initiatives in cooperation with the Washington Neighborhood Development Corporation completed the Washington Neighborhood Marketing Plan. The marketing plan is based on research that shows that resident engagement is essential to a sustainable neighborhood and to the success of a neighborhood marketing effort. Many of the strategies outlined in the plan focus on engaging neighborhood residents in activities that cultivate neighborhood pride, cohesiveness, and confidence. In order to implement the plan, WNDC formed a business stakeholders group and a resident stakeholders group. Although there has been a group of neighborhood residents meeting the last few years and planning neighborhood clean-ups, informational meetings, and social events, the resident stakeholders group represented an enhanced and intentional effort to engage neighborhood residents in providing a voice for the neighborhood. The initial street mural at 18th and Washington was approved by the City Council in May 2013. The mural designed by local artist Rich Rossignol depicted scenes which incorporated a number of Dubuque landmarks such as the Town Clock, Mississippi River and the Julien Dubuque Bridge. The street mural has received a number of awards including a Dubuque 365 Community Impact Award, Dubuque Main Street Ltd. award for best public improvement project, and an award from Diamond Vogel, and recognition from NeighborWorks. The proposal to do the original street painting mural came from this resident stakeholders group and was discussed at several neighborhood wide meetings and the last two neighborhood newsletters. In 2013, some residents also questioned whether it would be possible to paint a second mural. Washington Neighborhood Development Corporation and the Washington Neighbors resident group are requesting approval to paint a second street mural at 16th and Washington Streets. Discussion The proposed project is a concrete way of addressing the City Council's goals and priorities of utilizing arts and culture to engage community members, making our residents more participatory, and ensuring that arts events are welcoming and inclusive. Research was done on similar intersection painting programs in other cities. The residents chose to model this pilot project in Dubuque after a successful intersection painting program in Portland, Oregon. The research provided practical information on everything from type of paint to be used as well as reasonable parameters for required resident approval of the proposed street mural. In 2013, I consulted with Engineering, Public Works, Leisure Services, and Legal Department on the proposed project. No one had objections to the proposed pilot project. Street Maintenance Supervisor John Klostermann suggested that the traffic patterns around the traffic diverter would cause the paint to wear at a faster rate than a normal intersection and that a maintenance plan is needed for the street mural. April 26, 2014, the street mural was repainted by a group of residents and volunteers from Community Days of Caring. An important part of the street mural project is the ongoing commitment of neighbors to return each year to freshen up the street mural and keep those community connections alive. Washington Neighbors and Washington Neighborhood Development Corporation are planning a day -long block party event in conjunction with the street painting on May 31, 2014. To date, funding has been committed to this project from Dubuque Bank and Trust, Dupaco, the Diamond Vogel foundation, and Washington Neighborhood Development Corporation. Local artist Rich Rossignol has designed the street mural which has similar design elements and color schemes to the original mural for a sense of continuity, but it depicts illustrations of working people from the neighborhood. Rich presented the design to neighborhood residents at the March 2014 meeting for feedback. The design received an overwhelming positive response from neighborhood residents. In addition, the Arts and Cultural Affairs Advisory Commission reviewed the proposed design at their March 25 meeting and enthusiastically endorsed this proposed public art project. Recommendation I am recommending that the City Council approve this street mural project and 16th and Washington. It is an effort that will promote neighborhood cohesion and participation and meets the city council's goals and priorities. Encl: Proposed design of 16th & Washington Street Mural NeighborWorks Article Washington Neighborhood Marketing Plan Photo Collage rpfe VY 10MigLitT Qlssrca«' \I April 29, 2014 Mayor and City Council Members Re: Intersection Painting Project at 16th and Washington Streets Purpose The Washington Neighborhood Development Corporation in cooperation with the Washington Neighbors resident group is requesting City Council approval for a street mural painting project at the intersection of 16th and Washington Streets. Background In early 2013, the Washington Neighbors Group formed, as part of Community Housing Initiatives (CHI) sponsored Washington Neighborhood Marketing Plan implementation activities. The Neighbors group has been meeting and has developed a list of initiatives to promote neighborhood cohesion and community participation. In June, 2013, the group painted their first street mural project at the intersection of 18th and Washington Streets at their Kick Off to Summer Block Party. This included the street painting, as well as installation of a community garden on a privately owned lot adjacent to the intersection, and a plant give -a -way and flower exchange, Similar intersection painting programs in other cities were researched and we chose to model this pilot project in Dubuque after a successful intersection painting program in Portland, Oregon. By painting a mural in the street, it creates an opportunity for neighbors to get to know one another by participating in the painting and beautification in the neighborhood. A tenet of the program is that it provides an ongoing opportunity for neighbors to get involved. Neighbors will come back on an annual basis to repaint the mural and keep it looking fresh. The 18th Street mural was repainted on April 26, 2014 by neighborhood residents and volunteers from the Community Days of Caring. Another benefit is that these types of intersection projects have been shown to slow down traffic and make people more aware of pedestrians. We believe this project will act as a catalyst for other neighborhood improvements and a greater sense of neighborhood cohesion. A concrete result of the initial street mural is that it has brought a number of people from around the community to the neighborhood. Community members have remarked about improvements that have been made in the neighborhood — a key tenet of the Washington Neighborhood Marketing Plan. Residents have gone door-to-door to gain approval and buy -in from adjoining neighborhood residents in the 16th Street and Washington Street area. To date, 100% of the residents approached have approved of the street mural and the closing of the street to accomplish this. Information on the mural has also been presented at a number of Washington Residents gatherings this spring and has been included in the monthly neighborhood newsletter. Artist Rich Rossignol attended the March residents gathering to gather feedback on the proposed design. Local artist, Rich Rossignol, has designed the new street mural and will oversee the painting project. The proposed 16th Street mural has design elements and color themes to create a sense of continuity with the 18th Street mural. The 18th street mural incorporated a number of Dubuque landmarks to create a distinctly "Dubuque" mural. The 16th Street mural incorporates depictions of working people from the neighborhood. It is proposed that the street mural will be painted on May 31, at the Washington Neighborhood block party. The event will also feature live music, activities for kids, garden workshops, food vendors, and more. Thank you for your consideration of this request. Sincerely, Leo Hickie, Board Chair Washington Neighborhood Development Corporation Shelli Glover Gary Carner Washington Neighbors Washington Neighbors A Roundabout Way to Beautify Page 1 of 2 STABILIZE". Nei 9hborWoris AMERICA THE BLOG O F 'Ef STABLECOmmunities.org- Home » Blog » A Roundabout Way to Beautify Log in 1 Create an account A Roundabout Way to Beautify Wednesday Jan 22, 2014 - Comments: 0 In most places, traffic circles are part of the journey and not the actual destination. But in Dubuque, Iowa, the traffic circle at the intersection of 18th Street and Washington is worth an intentional visit to see the mural that decorates it. The mural, desig-ed by Rich Rossigiol and painted by resident volLnteers, hi¢Elights local landmarks like the Shot Tower and Town Clock. The painted circle is a bold statement of pride in a neighborhood that is working to overcome a perception as "an area to avoid." In lune 2013, more than 60 local residents, business owners, city officials and school children came together to beautify the traffic circle, adding plantings and created the unique mural on the street. The ore -day event was hosted by Community Housing Initiatives, Inc. (CHI) — Iowa's largest nonprofit housing and development group and a member of the NeighborWorks network. The event was part of the National NeighborWorks Week celebration, a week-long national event sponsored by NeigibcrWorks America that mobilizes thousands of volLnteers across the country to make a difference in their commLnities. The event and the creation of the mu -al are just one part of CHI's efforts to promote the strengths of the neighborhood and improve the neighborhood's identity. The Washington neighborhood is engaged in a rebranding effort through NeighborWorks Neighborhood Marketing Program, which supports community development corporations in creating and implementing marketing plans aimed at improving stakeholder perceptions and building market demand in a target commLnity. Througi the Neighborhood Marketing Program, CHI has developed a new neighborhood logo and incorporated it into a storefront marketing campaign, created and distributed a commLnity newsletter to promote positive aspects of the neighborhood, and hosted a neighborhood open house to showcase newly renovated homes in the area. The street mural provides an ardor for all of this activity. The project itself was so successful it received a DEbuque Main Street Award for "best public improvement," and will continue to help redefine this community into the future. "Since we painted the mural in early lune, it has become one of Dubuque's newest landmarks and a touchstone of neighborhood pride/' Megan Starr, city of Dubuque economic development coordinator, says of the project. Starr reports that neighbors are already engaged in a planning process for the painting of a second mural in early summer 2014. For more information on the exciting things happening in the Washington neighborhood, visit their Facebook community page. http://www.stablecommunities.org/blog 01-22-14 4/29/2014 A Roundabout Way to Beautify Page 2 of 2 Comments You must be logged in to post comments. Home 1 About Us 1 Terms Of Use 1 Privacy Policy 1 NeighborWorks ®f=orward ©2014 Neighborhood Reinvestment Corporation, dba NeighborWorks® America. All rights reserved. Tweet Like http://www.stablecommunities.org/blog 01-22-14 4/29/2014 w ipTrimia- gRi ei iCALLIOS Washington Neighborhood Marketing Plan Prepared by Debra J. Dahab and Lori Vidlak Enquire Research November 2012 Table of Contents Background and Process 3 Community Overview 3 Strengths and Challenges 10 Marketing Plan Approach 11 Marketing Objectives 11 Brand 12 Marketing Goals and Target Markets 14 Marketing Strategies Goal #1 15 Marketing Strategies Goal #2 19 Messages, Targets, and Tools 21 Implementation 23 Evaluation 24 Appendices 25 Work Plan Campaign Example Sample Good Neighbor Pledge Positive Story Ideas Maps Washington Neighborhood Marketing Plan 2 Background and Process This marketing plan for Washington neighborhood in Dubuque, Iowa was developed for Community Housing Initiatives (CHI) as part of a Neighborhood Marketing Program supported by NeighborWorks America Sustainable Communities Program. Community Housing Initiatives (CHI), a NeighborWorks Network affiliate serving communities across the state of Iowa, has been working with the City of Dubuque since 2006, and completed the redevelopment of the 36 -unit Washington Court Apartments in 2009. CHI has made a long-term commitment to real estate development in the Washington neighborhood, focusing on the rehabilitation of the aging housing stock. Washington Neighborhood Development Corporation (WNDC) is a key CHI partner in redevelopment efforts and has worked in the neighborhood since 2009 building relationships with residents, businesses, and other stakeholders. Consultants from Enquire Research visited Dubuque during the week of August 10, 2012, and met with a wide variety of stakeholders, including residents, city officials and staff, business owners, Realtors, social service agencies, churches, WNDC staff and board members, landlords, and school officials. Overall, we met with more than fifty individuals either in person or in subsequent telephone or email conversations to inform the development of the marketing plan. A draft was presented to stakeholders for comment and their suggestions were incorporated into the final document. Community Overview Dubuque, located on the Mississippi River, is Iowa's oldest town and home to 57,637 residents. Washington neighborhood, one of Dubuque's oldest and most diverse neighborhoods, covers 55 square blocks and has 1,900 residents. The neighborhood sits directly north of the city's downtown and is bounded by Elm Street on the East, 22nd Street to the North, Central Ave. on the West and 11th Street to the South. In the northeast corner, Kniest Street forms a diagonal boundary. Washington Neighborhood Marketing Plan 3 Washington Neighborhood Neighborhood Associations 0 G'rp o DO0„ � �f° 'is, °G.%, o ': o a Jr:4y . :, % ., ii 7 � '�� LQ▪ Fi�[['�O°7L�o ampop sE °'; GP Oh? 0 ti Qlc, ,,,'II 0 '°9 oa L I—o a xss, O t (A Bp ti.!!::, o ff.! si.....t./s, '244.,": 4 c° iiir ‹s... Eim �j�1 •/ m �}fERPER 91F1�1 n MEC NW HI 1U, 3 gE1 Fi 0'rJJ Fn b rTh Legend Neighborhood Associations Washington Neighborhood Broadway Extended MIDowntown Neighborhood Council Historic Bluffs Neighborhood North End Neighborhood Point Neighborhood Valley View Neighborhood Map provided by the City of Dubuque Like the downtown and the adjacent older neighborhoods, Washington neighborhood has many historically significant residential and commercial structures (see maps in the Appendix). Eighty-six percent of the properties were built prior to 1939; many of the buildings date to the 1880s and 1890s. Exterior architecture on many of the older structures remains basically intact. The architectural detail adds historic charm to the neighborhood; however, the age of the housing and commercial stock creates challenges for maintenance and property values. The neighborhood's first residents were German and Irish immigrant families who found work in the commercial and industrial areas nearby. Parishes and churches were the center of many family and community activities. There is architectural uniformity and a consistent visual "rhythm" as distinctive brick homes with stone detail nestle close together and share tree -lined street space with wood - sided homes reflective of classic styles. Front porches are common and porch rehabilitation has been a focal point of city efforts to maintain the historic integrity of homes in the neighborhood. Central Avenue is the main commercial corridor and a primary thoroughfare. It has many historic buildings that could be restored to their former elegance with sufficient care and resources. Most commercial buildings have potential residential space on the second floor. Washington Neighborhood Marketing Plan 4 Central Avenue merchants currently include bars, restaurants, pawnshops, computer repair, an animal hospital and a hardware store. Other commercial sites are scattered throughout the neighborhood, often located on street corners, including shops, bars, and repair services. The Five Points area at the north end of the neighborhood lacks the historic character of the rest of the neighborhood but offers the services of a full-service grocery store, pharmacies and fast food restaurants. The neighborhood includes Prescott Elementary, a charter school built in 2005, Crescent Community Health Center, Orange Park, several churches, financial services, the Washington Tool Library (a tool lending service staffed by volunteers), and numerous social service agencies. The adjacent Downtown District has seen millions of dollars of investment in recent years and offers festivals and other forms of entertainment, plus a wide variety of restaurants, shopping, and hotels. The City has been very successful in attracting new employers to the city and the downtown area. Redevelopment is currently underway in the Millwork District, which borders Washington neighborhood to the south. Projects include the renovation of a warehouse into apartments, artist studios, and a food co-op. The Bee Branch Creek Restoration & Gateway borders the upper northeast boundary of the neighborhood at Kniest Street, providing treed green space and connecting to recreational trails and park space. The neighborhood is also close to the Pack Site, which was slated for large-scale retail development until the recent economic downturn put the plan on hold. Washington Neighborhood Marketing Plan 5 Washington By the Numbers Washington neighborhood is home to 1,923 residents, up from 1,654 in 2007. Itis a relatively "young" neighborhood, with 28% of residents under the age of 18, compared to 21% in the City as a whole. There are more residents aged 25 to 34 and fewer residents over age 65 compared to Dubuque. The average household size, according to the 2010 US Census, is 2.4, up from 2.02 reported in 2007. Residents are racially diverse; 22% are Black or African American; 3% are Hawaiian or Pacific Islander; and 4% are some other race. The percentage of White residents is 69%, in contrast to 93% for the City. The neighborhood has become more racially diverse; for example, African Americans made up 9% of the population in 2007 (Community Assessment and Revitalization Strategies Washington Neighborhood: Revitalize! Initiative, April 2009). The majority of residents have low to moderate -incomes, with 50-55% of households reporting annual income less than $25,000 and 80-85% reporting incomes under $50,000. The median income is $19,466 (Tract 1) and $25,830 (Tract 5) compared to $42,788 for Dubuque. There are 799 occupied housing units according to the 2010 US Census, including 450 single-family and duplex units. The vacancy rate in 2010 was 13.7% compared to 13% reported in 2007. Seventy-three percent of the units are renter -occupied, compared to 34% for the City. Washington Neighborhood By The Numbers* Washington City Total Residents 1,923 57,637 Children underage 18 28% 21% Residents age 25 to 34 17% 13% Residents over age 65 8% 17% White 69% 93% African American 22% 5% Median Income $19,466 (Tract 1) $42,788 $25,830 (Tract 5) Income Categories Tractl (Tract5) City Under $25,000 54.9% (47.5%) 26.5% $25,000 - $34,999 15.6% (17.6%) 14.0% $35,000 - $49,999 12.0% (15.6%) 17.1% $50,000 - $74,999 7.4% (12.7%) 19.1% $75,000 and over 10.1% (6.6%) 23.3% Education Tractl (Tract5) City Age 18 - 24 Less than high school 21.1% (27.6%) 8.5% Bachelor's degree or higher 28.9% (3.9%) 10.2% Age 25 and over High school or higher 69.7% (83.1%) 88.4% Some college or Associates Degree 23.4% (38.8%) 25.0% Bachelor's Degree or higher 12.4% (5.9%) 26.4% Housing Tractl (Tract5) City House Units - occupied 799 Single-family and duplex units 450 Vacancy rate 13.7% 6.1% Owner -occupied 27.3% 65.7% Household size 2.41 2.28 *AII information except Income and Educational Attainment is from the2010 USCensus Income and education information is from estimates by the US CensusAmerican Community SLn+ey for 2005 - 2009 for Tract 1 and Tract 5. Washington Neighborhood Marketing Plan 6 Redevelopment Program: Washington Revitalize! In 2004, the City of Dubuque kicked off Washington Revitalize! a comprehensive program to revitalize Washington neighborhood. Avisioningprocesswas completed in 2007 (Washington Neighborhood Revitalize! October 2007); in 2009, a Citizen Coordinating Committee of residents, business owners, public officials, employees, and property owners developed a plan with strategies in three main areas: economic development; family, youth, and education; and housing (Community Assessment and Revitalization Strategies "Washington Neighborhood: Revitalize!" Initiative, April 2009). The goal of the plan is to inspire stakeholders to collaborate with the City to continue neighborhood improvements to revitalize the historic core. A major outcome of the planning process was the creation of the Washington Neighborhood Development Corporation (WNDC) in 2009. WNDC is responsible for promoting a variety of activities in the neighborhood, including resident engagement, business development (particularly in the Central Avenue area), and marketing the neighborhood to attract homebuyers and new business investment. "The mission of Washington Neighborhood Development Corporation (WNDC) is to empower people and revitalize Washington neighborhood in a sustainable manner by leveraging public and private resources to promote housing, economic opportunity and human potential." The City estimates that $33 million has been invested in Washington neighborhood to date. This includes $8 million from the City of Dubuque, $11.5 million in private investment, and $13.4 million for Prescott School. In the past six years, the City has helped 46 buyers purchase and/or rehab their first home, provided 79 new and existing homeowners with rehab funding, and helped improve 30 rental properties with HUD HOME and lead-based paint funding. Rehab programs include construction of historic front porches with a two -fold purpose: bringing back the turn -of -the -century look of the homes and encouraging people to spend time on the porch and with their neighbors. Housing projects have included a partnership between the City and Dubuque Bank & Trust Community Development Corporation to purchase and rehab the Washington Street Row Houses and a $7 million redevelopment of the Dubuque Casket Company into the 36 -unit Washington Court Apartments and Crescent Community Health Center by Community Housing Initiatives and Gronen Properties and Gronen Restoration. CHI, WNDC, and the City of Dubuque continue to use private and public funds to acquire and rehabilitate targeted properties in Washington neighborhood. Washington Neighborhood Marketing Plan 7 Real Estate Market resulting in a financing gap and disincentive to private investment. According to the Dubuque Multiple Listing Service (MLS), 30 single-family dwellings in Washington neighborhood sold between October 2009 and August 2012, with a price range of $10,600 to $146,000. The median sales price was $32,250. Average sales to list price for the properties was 80% compared to 97% for all single-family Dubuque listings for the same time period. The average number of days on the market for Washington neighborhood listings was 83, compared to 76 days for Dubuque. These sales do not include transactions outside the MLS, including the Washington Street Row Houses, which were sold by the city and by Dubuque Bank & Trust CDC and priced at $95,000 and $85,000; and other City -owned rehab properties. There were 18 multi -family sales in Washington neighborhood through the MLS for the same time period, with sales price ranging from a high of $25,500 to $252,500. Realtors who met with consultants during the site visit said that the appearance of the neighborhood and perceived safety concerns deter some prospective buyers. The age of the properties, deferred maintenance and the functional obsolescence of many buildings add to the challenges. The cost of purchase and rehab can exceed market value, The lack of off-street parking can be an additional barrier to sales. Realtors observed that buyers have purchase alternatives in other neighborhoods they perceive to be "safer" or a "better investment." The Realtors we spoke with would like to see the City adopt a more consistent rehabilitation approach that focuses on entire blocks, as they believe that would show more progressive success in property improvement (see map Improvements in Washington Neighborhood Properties in the Appendix). Washington Neighborhood Marketing Plan 8 Incentive Programs Washington neighborhood homebuyers may qualify for up to $40,000 in purchase incentives through a combination of 0% interest, forgivable purchase and improvement loans and deferred -payment (due upon sale) loans for the purchase and rehab of existing homes. A tax abatement program eliminates increases in property taxes on improvements to the home for 10 years. This abatement program also applies to commercial properties for a three-year term. Current neighborhood homeowners may also qualify for 5 - year forgivable home improvement loans up to $5,000. Unlike programs targeting other areas of the city, there are no income eligibility requirements in the Washington neighborhood. HOMEOWNER PURCHASE INCENTIVES $ Amount Interest Term $5,000 0% 5 -year forgivable $10,000 0% Deferred payment (due on sale) • No income requirements • Can be used for owner -occupied single family or duplex • 20% of purchase price up to $15,000 • Borrower must put 3% down, 2% can be gifted • Home must be inspected and any code violations corrected • Buyers must complete a homebuyer workshop • Iowa Housing Finance Authority offers an additional $2,500 in down payment and closing cost assistance • 10 -year property tax abatement on improvements • Buyer maybe eligible to receive the entire package Washington Neighborhood Marketing Plan HOME IMPROVEMENT INCENTIVES $ Amount Interest Term $5,000 0% 5 -year forgivable $10,000 0% Deferred payment (due on sale) $10,000 0% 20 -year term; $42 per month • No income requirements • Can be used for owner -occupied single family or duplex • Buyer can receive the entire package of purchase incentives plus all the home improvement incentives on a city rehab property, as rehab costs are passed to the buyer in the purchase price • 10 -year property tax abatement on improvements BUSINESS INCENTIVES Facade Improvement Grant Up to $50,000; $30,000 level 1 with 2:1 city/owner match; match for level 2 is 1:1 Review by WNDC, Econ Dev Dept and City Council approve Downtown Rehabilitation Loan Program Up to $300,000 during the life of the building; 3%; 20 -year term; includes employment and housing incentives Must be approved by the City Council and Econ Dev Dept Planning and design and facade grants available through the City. Dubuque Main Street also has programs • 3 -year property tax abatement available for commercial • Tax -increment -financing in the Downtown Urban Renewal Area, which includes Washington neighborhood • Preference to Central Avenue building owners 9 Strengths and Challenges The following lists are based on meetings with stakeholders, review of materials, and the consultants' observations. engtjs Community Oriented Policing (COP) program. Substantial city investment in housing rehabilitation and infrastructure. Emphasis on sustainability. City commitment to the historic integrity of the neighborhood and quality rehabilitation. Multicultural center in the neighborhood and commitment by the City to make Dubuque an inclusive community where all people feel welcome. Private investment in Casket Company rehab. New property owners are excited about the neighborhood. Some businesses are invested in the neighborhood and want to be a part of improvements. Neighborhood businesses interested in starting business association. Lenders have supported the neighborhood. Neighbors are interested in helping one another. Charter school with an attractive facility, quality programming, and a principal who is interested in marketing the benefits of the school to the community at large. Blocks that have benefited from homeowner loan programs for maintenance and improvements. Exterior residential improvements, including porches (high visibility). Committed stakeholders who are vested in the neighborhood and support improvements (Realtors, City, banks, Dubuque Main Street). Washington Neighborhood Development Corporation. A neighborhood strategy and development plan. Purchase and rehabilitation incentives in place - no income limitations. q lenges Landlords who do not maintain their properties and do minimal tenant screening. Landlords not interested in HOME rehab loan programs because rent would be lower than current section 8 vouchers allow. Tenants who are not responsible neighbors. Litter and trash in the neighborhood. Vacant buildings and properties that are in poor condition. Types of businesses in the Central Avenue Corridor seen as undesirable (bars, pawnshops) and attracting the "wrong kind of people." Uncertainty about most effective ways to work with Realtors. Dubuque community residents (who live outside the neighborhood) perceive the neighborhood to be unsafe. Media depiction of neighborhood reinforces "unsafe" label. Resident association disbanded and has not reformed. Lack of business and tenants' associations. Neighbors are challenged by their differences when it comes to working together. Housing perceived as poor investment, given age and deferred maintenance. Costs to purchase and rehab can exceed market value, resulting in financing gap and disincentive to private investment. Lenders say City incentives are sufficient; problem is lack of loan applicants. Washington Neighborhood Marketing Plan 10 Marketing Plan Approach This marketing plan is based on research that shows that resident engagement is essential to a sustainable neighborhood and to the success of a neighborhood marketing effort. Residents must be responsible for their own properties and, in part, for the appearance of public spaces they share. For this reason, many of our strategies focus on engaging neighborhood residents in activities that cultivate neighborhood pride, cohesiveness, and confidence. This includes activities that inform residents of important developments in the neighborhood, help them get to know their neighbors, and empower them to become involved in neighborhood change. The priority strategies in the plan deliberately focus on internal audiences and key stakeholders before moving on to the broader community. The City has led the revitalization efforts in the neighborhood with quality housing rehabilitation that meets market needs; infrastructure improvements; community oriented policing; financial incentives to boost home ownership affordability and help current residents maintain and improve their properties; business incentives; and policies to help landlords screen undesirable tenants. The City has committed to continuing their strong support of the Washington neighborhood through participation in the execution of this marketing plan and beyond. We urge the City to use the map in the Appendix of neighborhood improvements for block -by -block strategizing about needs and opportunities to maximize the impact of redevelopment dollars. We believe that other ongoing initiatives in Dubuque offer opportunities for the Washington neighborhood. The Millwork District Revitalization continues to energize the Downtown area and offers opportunities for urban living. Washington neighborhood can benefit from this momentum, including planned amenities that are within walking distance for neighborhood residents. The City's aggressiveness and success in recruiting new employers and jobs to the area provides opportunities as well. Marketing Objectives • The neighborhood has a strong, positive image internally and externally. • Properties, including homes, businesses, and public areas are well kept and in good physical condition. • The real estate market is healthy, with sufficient interest from buyers, renters, landlords, and business owners. • There are a variety of thriving businesses offering goods and services to residents and others from the Dubuque community. Washington Neighborhood Marketing Plan 11 Washington Neighborhood Brand A brand is what the neighborhood stands for, a promise made to potential residents and visitors, and the personality the neighborhood conveys. A logo, tagline, and colors are creative elements that reflect the brand. The brand itself is represented by the homes, the businesses, the landscape and streetscape, and how residents interact with each other and with others on a daily basis. Stakeholders, including residents, business owners, city officials and staff, Realtors, human service agencies, school officials, lenders, and community development leaders helped define the brand for Washington neighborhood. Key Brand Elements: • Urban lifestyle: people walk or bike to work, to stores, to parks, and entertainment - you don't need a car to get around. • Distinctive architecture: classic residential and commercial structures are being preserved and restored to reflect the neighborhood's turn -of -the century working class river town history. • Colorful: there is rich diversity among neighbors; neighborhood events are crowded and lively with a mix of ages and cultures; bright flower plantings enhance the distinctive round traffic diverters on several major streets; some historic homes are painted with a rich color palette. • Closeness: the buildings are close, the trees create an enveloping canopy, and neighbors interact on the sidewalks, on front porches, and in the park; neighbors welcome and help each other. Washington Neighborhood Marketing Plan 12 Brand Statement and Logo Once the "port of entry' fornewfamilies coming to Dubuque, the Washington neighborhood is now home to a diverse array of people of all ages who crave the convenience of an urban lifestyle, appreciate the craftsmanship of abygone era, andwantto know their neighbors. Early residents walked to jobs in the downtown and surrounding areas and bought goods and services from lo cal merchants: today's residents walk the same tree -lined streets to work shopping, and entertainment in a colorful urban environment. Public andprivate restoration and renewal activities continue to showcase a distinctive mix of historic housing and commercial opportunities. Grounded in atradition of "front porch friendliness," the neighborhoodis awelcoming and comfortable place for people who value the past, embrace the future, and respect each other. WashingtonNeighborhood Marketing Plan OpatgR1 13 Marketing Goals and Target Markets Goals for this marketing plan reflect a phased approach with Phase One focusing on physical improvements and "internal marketing" efforts that build pride and enhance the overall appeal of the neighborhood, while Phase Two focuses on promoting the neighborhood to new prospective investors. As the old adage says, "You only have one chance to make a first impression" so it is critical that the neighborhood look as good as possible before inviting "external markets" in to take a look. Phase One - Goal #1: Engage residents, landlords, and business owners to build a neighborhood culture of cohesiveness, pride and mutual respect, where property is well maintained and demonstrates pride and investment. Target Markets (Internal): • Neighborhood Residents (homeowners and tenants) • Landlords • Business Owners Washington Neighborhood Marketing Plan Phase Two - Goal #2: Promote a strong, positive image of the Neighborhood to attract new homebuyers, responsible renters, landlords, and new businesses and encourage private investment. Target Markets Buyers • 1St time homebuyers • Couples, singles, families with kids • Residents new to Dubuque • Responsible renters • Grew up or have family connection to the neighborhood • Work in or near downtown • Responsible landlords • Businesses Influencers • Neighborhood residents • All Realtors selling properties in Dubuque • Neighborhood and Downtown -area employers and employees, including school and service agencies • Media and the Community • Lenders 14 Marketing Strategies — Goal #1 Build a neighborhood culture of cohesiveness, pride, and mutual respect. 1.1 Establish a recognizable brand for the neighborhood by using the logo and marketing messages contained in this plan consistently in neighborhood signage and all marketing communications about the neighborhood. 1.2 Extend the visual brand throughout the neighborhood or well -travelled portions of the neighborhood through signage, flags (on homes or streets), murals, street, sidewalk, diverter painting or plantings that use logo colors, benches, business trash receptacles, permanent signage, billboards, decals etc. that display the logo and colors. 1.3 Develop a fun and thought-provoking one- page Good Neighbor Pledge (see sample in the Appendix) for use in the "Hello Neighbor!" packet and distributed in Eagle Grocery sacks. Prescott School children might be paired with older residents to develop the pledge as part of a neighborhood awareness/art/afterschool and intergenerational activity. Washington Neighborhood Marketing Plan 1.4 Develop a "Hello Neighbor!" Packet in recyclable bag containing Good Neighbor Pledge, refrigerator magnet with key phone numbers/web addresses (inspector, bike patrol, complaints, etc.), business directory, map of the neighborhood with parks, businesses, churches, school identified, information about COP with photographs and description of officers, info about Tool Library, marketing info about the school, information about resident association and ways to get involved, and Facebook/website information for calendar of events etc. Distribution: Hand delivered to all current residents AND new residents by Block Ambassadors (see Block Ambassador program described below) and landlords. 1.5 Develop a Neighborhood Newsletter as a simple one-page (front/back) document that showcases a resident of the month/quarter and business leader/landlord of the month/quarter; serves as a consistent reminder of how to be a responsible neighbor; and informs residents and businesses about homes for sale in the neighborhood, any purchase incentives that might apply and opportunities for home maintenance loans and facade improvement programs. 15 Newsletter Distribution: Hand delivered door- to-door where feasible using Block Ambassadors. Also distributed by willing landlords and available for pickup at businesses, social service agencies, and churches. Branding: Newsletter content/feature stories should be used to reinforce the neighborhood brand. For example, stories that emphasize how neighbors help each other; the diverse and welcoming nature of the neighborhood; residents who have renovated historic homes; residents who walk/bike to work; features about Neighborhood history; profiles of people so that others get to know their neighbors, including neighborhood businesses. 1.6 Start a volunteer Block Ambassadors program. (Identify one resident to serve as the Coordinator of the program.) Residents volunteer to be the Ambassador for their block or a larger geographic area to distribute welcome packets, deliver newsletters, inform residents of upcoming meetings and events, and solicit resident volunteers as needed. Realtors, Landlords and City Staff alert BlockAmbassador Coordinator to new residents as they move into the neighborhood. Coordinator then alerts the appropriate BlockAmbassador. 1.7 Recognize residents, business owners, and landlords for maintenance and improvements that enhance the block/neighborhood. Create movable yard Washington Neighborhood Marketing Plan signs that proclaim "Proud Property Owner" and choose a yard of the month, home of the month, garden of the month and/or business of the month. Each sign should include the neighborhood logo and website/Facebook address. 1.8 Support the development of strong resident engagement and seek opportunities for leadership and messaging training for resident leadership (ex. NeighborWorks Training slots) to build a sustainable association and to develop residents/business owners into effective "spokespeople" for the neighborhood. 1.9 Create a neighborhood Website and/or Facebook presence to showcase events, photos, recognize model residents and business owners, promote the resident association, link to WNDC, and list properties for sale. Website design and content should reinforce the brand. 1.10 Develop a short (5 -minute) neighborhood video to showcase model residents and business owners talking about what they are proud of and why they live there. Post on YouTube and link from various websites and Facebook pages: WNDC, City site, lender and Realtor sites, business/landlord sites; show at neighborhood events as appropriate ex. Welcome Dinners and at City functions. 16 1.11 Dilute/replace negative content with positive messages using Facebook, WNDC website, YouTube, newsletters and other publicity. Seek opportunities for positive publicity by sending stories and photos of local model residents and business owners, and well-respected/high- profile neighborhood champions to small and large newspapers, TV stations. (See Positive Story Ideas in Appendix.) 1.12 Hold quarterly clean-up events. Distribute materials that carry the logo and promote the brand: i.e. recyclable neighborhood tattoos. Volunteers should wear t -shirts to support the brand. 1.13 Hold an annual neighborhood social event that supports the brand. Use it as an opportunity to promote the Good Neighbor Pledge and to make residents aware of properties available in the neighborhood so they can become "unofficial sales people." The first event could be held in summer or fall 2013 and could be a rallying point for the branding, the marketing plan and exciting changes in the neighborhood. (Also see Campaign Example in the Appendix). Distribute materials that carry the logo and promote the brand: i.e. recyclable neighborhood tattoos. Washington Neighborhood Marketing Plan 1.14 Convene a landlord group to evaluate current rental property incentives and explore new options of encouraging landlords to become better property stewards. 1.15 Implement a tenant education program (could be done city-wide). Adapt an effective program used elsewhere (i.e., Rentwise from Minnesota). 1.16 Promote the adoption of the International Property Maintenance Code (IPMC) as the standard for housing and commercial code enforcement citywide. The City's existing code is based on HUD "minimum quality standards" that may not reflect the level of property maintenance required to bring the overall quality of housing and commercial property in the neighborhood to a more acceptable level of appearance. 1.17 Identify ways to promote Washington neighborhood successes at citywide events that recognize community contributions. 1.18 Consider ways to provide additional off- street parking for residents, as Realtors say secure parking is a significant barrier for prospective buyers. 17 Strategies in Community Assessment and Revitalization Strategies "Washington Neighborhood: Revitalize!" Initiative, April 2009 that should be implemented to support Goal #1: E-5.1 Improve the visual appeal and safety of the neighborhood through improvements to the public streetscape, such as improved lighting, banners, signs, street trees, and landscaping. H-4.1 Design public improvements such as streetscapes and 'pocket parks' to project an image of the neighborhood as a "cool neighborhood" that welcomes all. Note: Improvements should project the brand consistent with this plan. F-5.4 Develop a refuse and recycling program that helps beautify the neighborhood, educates the community about environmental stewardship, and creates jobs. Note: Enquire Research marketing consultants believe that the refuse program should make trash barrels available throughout the neighborhood, as they are a necessity in an area that promotes an urban, walkable environment. Having an alternative to throwing trash on the ground provides an Washington Neighborhood Marketing Plan opportunity to develop a social norm of proper trash disposal that is consistent with the "Good Neighbor Pledge." Businesses located near the trash receptacle could take responsibility for emptying the trash on a daily basis. E-4.1 Establish development programs that focus on attracting niche businesses that cater to the neighborhood and the local conditions such as cultural diversity, walkability, and historic value. E-5.4 Consider a separate City sponsored program of cosmetic enhancement to Washington Neighborhood businesses by providing generous funding for more attractive business signs, awnings, down - lighting, etc. that would create a stronger visual appeal. Such a program should be tied to business owners' willingness to participate in a technical support program to help ensure longevity. Note: Signage should reflect the neighborhood brand. E-3.6 Organize a local merchant's association, particularly along Central Avenue. H-1.5 Consider Historic District designation. (See maps in the Appendix). 18 Marketing Strategies — Goal #2 Promote a strong, positive image of the neighborhood. 2.1 Develop branded print sales materials for use by Realtors, lenders, City staff and downtown employers. We suggest four distinct pieces: • Neighborhood Assets - what makes the Washington neighborhood a great place to live? Emotional appeal -includes amenities, people, lifestyle, and other assets. Note: The assets piece could serve as the basic brochure, with the other materials as one-page stand- alone pieces that could be inserted into the brochure. • Buyer Incentives - what makes the Washington neighborhood a great value? - Up -beat description of incentive programs. • Duplex Your Life - promotes the benefits of owner -occupied rental property. Spotlight how this could make sense for parent/adult child who want to live close to each other, friends, or others who want to "choose their neighbors." • Walk/bike to work - why the Washington neighborhood is a great place to live for people who work in the downtown area. Modern, could be "personalized" for employees of big companies, age 21 - 45. Washington Neighborhood Marketing Plan 2.2 Develop a work plan to distribute branded sales materials to Realtors, lenders, downtown and neighborhood employers (and employees), neighborhood businesses, schools, and service agencies. The plan should include presentations to Realtors, lenders, employers and economic development staff who work with new employees moving to Dubuque. 2.3 Develop a PowerPoint presentation highlighting neighborhood assets and benefits to be used with various audiences, including Realtors and employers. The information and appeals should be targeted to the needs of the specific audience by inserting and deleting slides as appropriate. Could link to short video described in 1.10. 2.4 Hold open houses for current residents to showcase properties on the market with the aim of developing residents as "unofficial sales people" who can offer positive testimonials about the neighborhood. 19 2.5 Work with Realtors to promote rehabbed residential properties through open houses and other activities that invite key audiences into the neighborhood. Create a theme for the open house that supports the neighborhood brand and invite downtown employers, lenders, and neighbors. 2.6 Co -market neighborhood with Prescott School marketing activities. Include the benefits of Prescott prominently in "neighborhood asset" materials. 2.7 Develop a neighborhood tour that may include business open houses and the showcasing of significant sustainable improvements such as the green alley program. This strategy should be implemented once resident engagement is strong and external improvements are prominent. 2.8 Work with businesses to hold open house events to bring in area residents and people in the Dubuque community. Washington Neighborhood Marketing Plan 2.9 Work with other community organizations to include neighborhood properties in existing home tours. 20 Messages, Targets and Tools Consistent, quality messaging is key to the success of any marketing plan. We recommend conducting messaging training with all stakeholders who may be viewed as "spokespeople" for the area. This would include resident leaders and other volunteers, staff from partnering agencies and the City, business owners and responsible landlords. Messaging training would not only include information about the kinds of phrasing and imagery to choose when speaking, writing, or developing new materials about the neighborhood, but also how to most effectively use the marketing tools that will be developed through the implementation of this plan. Target Markets Messages (not actual copy, but suggested content) WE iFiL Choose your Neighbor...Do you know someone who would love to live in this Current Residents neighborhood? There are great deals for qualified buyers! Realtors Consider offering incentives for referrals resulting in a purchase; for example, a new washer and dryer or other home appliance or gift certificate to Lowes or Menards. What it means to be a good neighbor. The Washington neighborhood is a progressive and diverse urban community that is undergoing millions of dollars of new investment and offers a great value for homebuyers. The neighborhood boasts a mix of housing choices within historically significant structures showcasing fine craftsmanship and eye-catching architectural details. Restoration efforts use good design and address sustainability. The Neighborhood is in the center of the city. Residents are within 5 - 10 minutes walking distance from: • A full-service grocery store • Several pharmacies • A hardware store • A variety of restaurants Washington Neighborhood Marketing Plan Informational materials for family/friend potential buyers including Assets/Great Place to Live, Buyer Incentives, Duplex Your Life, video Newsletter, Facebook, website, social event - could be part of brand launch campaign, Good Neighbor Pledge, Hello Neighbor Packet, Block Ambassadors, Clean-up and other events PowerPoint for educational group and one- on-one presentations Informational materials for clients including Assets/Great Place to Live, Buyer Incentives, Duplex Your Life, video Open houses and eventually, neighborhood tours 21 Target Markets1 Messages (not actual copy, but suggested content) Employers in the Area Landlords • A community health center • Atoollibrary • City parks • Jobs in the greater downtown area • Prescott Elementary Charter School and its playground • Shopping and entertainment • Downtown and the Millwork District • The Bee Branch, an urban parkway with trail access • Bike paths • Churches • An animal hospital • Banking services • Community gardens • Farmer's market • Food cooperative Purchase incentives make the neighborhood an incredible value for qualified buyers who want to own a rehabbed property or love to do the work The neighborhood is a becoming a model for sustainable living, including recycling pickup, community gardens, green alleys, etc. Grounded in a tradition of "front porch friendliness," the neighborhood is a welcoming and comfortable place for people who value the past, respect each other, and want to be part of a community. Include Dubuque Sustainable Community logo Emphasize "new urban lifestyle," including walk/bike to work and purchase and rehab incentives. Same message as Realtors without the purchase incentives information. Tools PowerPoint presentations to employers, materials to include Duplex Your Life, Buyer Incentives, Assets/Great Place to Live, Walk/Bike to Work Good neighbor pledge in Assets/Great Place to Live for tenants/prospects Washington Neighborhood Marketing Plan 22 rget Markets Messages (not actual copy, but suggested content)MIMI Current Businesses Focus on substantial investment dollars flowing into the neighborhood and the and Prospects support and incentives that WNDC, Dubuque Main Street and the City offer. Media and Community The Washington neighborhood is a progressive and diverse urban community that is undergoing millions of dollars of new investment, is home to lots of great people, and offers a fantastic value for homebuyers. Positive messages that support the brand (see Appendix: Positive Story Ideas) Implementation Newsletter, progress updates on marketing plan Good Neighbor Pledge and newsletter available for customers Logo, visual branding, press releases, positive news stories and features, YouTube video, Facebook, websites, and eventually events This marketing plan is ambitious and detailed. It will take a team of dedicated stakeholders to implement it successfully. We suggest that the partners come together to share their current databases to build a Master Contact List of key stakeholders who need to be involved in, and/or kept apprised of, the marketing plan implementation, including government officials and staff, Realtors, lenders, homeowners, tenants, landlords, business owners, managers of social service agencies, churches, foundations, funders, business people, and former residents. The contacts should also be invited to join one of three leadership teams who will work together to implement the strategies detailed in the marketing plan. 1) Residential Property Team: Comprised of Realtors, homeowners, landlords, tenants, city housing staff, and public safety personnel who will work on strategies related to residential property improvement and sales. 2) Business Development Team: Comprised of local business owners, lenders, community service agencies and other business champions in community who will work on strategies related to business property improvement and sales. Washington Neighborhood Marketing Plan 23 3) Dubuque Community Champions: high profile individuals who will work on policy and systems change strategies that engage the entire community (i.e., adoption of the International Property Maintenance Code). A Coordinating Committee composed of equal representation of residents, businesses, and city staff will be responsible for developing the Master Contact List and keeping all stakeholders informed of implementation activities through simple monthly or bi-monthly email Progress Reports. The Coordinating Committee could be as small as the three leaders of the residential, business, and champion teams and should not be any larger than nine members. The Coordinating Committee would meet quarterly to discuss progress of the teams and to make sure that activities are coordinated. We suggest an annual celebratory meeting of all teams combined to share successes and build enthusiasm for upcoming activities. Evaluation It is important to track the results of marketing activities and measure outcomes to know what is working and what is not. We recommend that CHI and their partners document the results of marketing activities and develop systems for tracking outcomes as follows: Goals Outcome Measures Marketing Goal #1: Develop a culture of cohesiveness, pride, and mutual respect, where property is well maintained and demonstrates pride and investment. • NeighborWorks Success Measures - resident confidence, neighborliness and property condition, conduct in 2013 and repeat in 2015 to measure change. Marketing Goal #2: Promote a strong, positive image of the • Number of single family and duplex home sales to neighborhood to attract new homebuyers, responsible owner occupants versus investors, quarterly. renters, landlords, and new businesses and encourage private investment. • Sales price for residential and commercial properties, annual. • Number of positive stories about the neighborhood in the media, including social media, monthly. • New businesses opened, annual. • Interviews with key stakeholders, 2015. Washington Neighborhood Marketing Plan 24 Appendices: Work Plan Campaign Example Good Neighbor Pledge sample Positive Story Ideas Maps Washington Neighborhood Marketing Plan 25 Washington Neighborhood Marketing Work Plan 2012 Timeframe Strategy Description Partners - Lead in bold Q4 2012 Q1 2013 Q2 2013 Q3 2013 Q4 2013 Q1 2014 Q2 2014 Q3 2014 Q4 2014 Ongoing 1.1 Establish a recognizable brand for the neighborhood CHI, neighborhood stakeholders x 1.2 Extend the visual brand throughout the neighborhood or well -travelled portions of the neighborhood City, WNDC x 1.3 Develop a fun and thought-provoking one page "Good Neighbor Pledge" CHI, Prescott school children and staff, past and present neighborhood association members and other resident champions x 1.4 Develop and deliver a "Hello Neighbor!" packet CHI, WNDC, past and present neighborhood association members and other resident champions x 1.5 Develop a Neighborhood Newsletter CHI, past and present neighborhood association members and other resident champions x 1.6 Start a volunteer Block Ambassador program CHI, past and present neighborhood association members and other resident champions x 1.7 Recognize residents, business owners and Iandlords for maintenance and improvements that enhance the block/neighborhood WNDC x 1.8 Support the development of strong resident engagement CHI, WNDC, City neighborhood support staff, past and present neighborhood association members and other resident champions x 1.9 Create a neighborhood website and/or Facebook presence CHI, past and present neighborhood association members and other resident champions 1.10 Develop a short (5 -minute) neighborhood video CHI, past and present neighborhood association members and other resident champions 1.11 Dilute/replace negative content with positive messages CHI, WNDC, past and present neighborhood association members and other resident champions x 1.12 Hold quarterly clean-up events Past and present neighborhood association members and other resident champions x x x 1.13 Hold an annual neighborhood social event Past and present neighborhood association members and other resident champions x x Washington Neighborhood Marketing Work Plan 2012 Timeframe Strategy Description Partners - Lead in bold Q4 2012 Q1 2013 Q2 2013 Q3 2013 Q4 2013 Q1 2014 Q2 2014 Q3 2014 Q4 2014 Ongoing 1.14 Convene a landlord group to evaluate current rental property improvement incentives and explore new options WNDC x 1.15 Implement a tenant education program City, area landlords, tenants x 1.16 Promote the adoption of the International Property Maintenance Code Neighborhood stakeholders 1.17 Identify ways to promote neighborhood successes at city-wide events Neighborhood stakeholders x 1.18 Consider ways to provide additional off-street parking for residents City 2.1 Develop branded sales materials CHI, WNDC, past and present neighborhood association members and other resident champions, Realtors, City x 2.2 Develop a work plan for distribution of sales materials CHI, WNDC, City, Realtors x 2.3 Develop a PowerPoint presentation highlighting neighborhood benefits and assets CHI, WNDC, past and present neighborhood association members and other resident champions x 2.4 Hold open houses for current residents Realtors, City x x 2.5 Work with Realtors to promote rehabbed residential properties through open houses and other activities that invite key audiences into the neighborhood City 2.6 Co -market the neighborhood with Prescott School marketing activities Prescott school staff, past and present neighborhood association members and other resident champions, Realtors 2.7 Develop a neighborhood tour CHI, past and present neighborhood association members and other resident champions x 2.8 Work with businesses to hold open house events to bring in area residents and people in the Dubuque community WNDC x 2.9 Work with other community organizations to include neighborhood properties in existing home tours Neighborhood stakeholders Washington Neighborhood Marketing Work Plan 2012 Timeframe Strategy L Description Partners - Lead in bold Q4 2012 Q1 2013 Q2 2013 Q3 2013 Q4 2013 Q1 2014 Q2 2014 Q3 2014 Q4 2014 Ongoing E-3.6 Organize a local merchant's association, particularly along Central Avenue. WNDC, Dubuque Main Street x E-4.1 Establish development programs that focus on attracting niche businesses that cater to the neighborhood and the local conditions such as cultural diversity, walkability, and historic value. City/Economic Development Dept, WNDC, Community Foundation Greater Dubuque, Dubuque Area Chamber of Commerce x E-5.1 Improve the visual appeal and safety of the neighborhood through improvements to the publicstreetscape, such as improved lighting, banners, signs, street trees, and landscaping. City, Local banks, Community Foundation Greater Dubuque x x E-5.4 Considera separate City sponsored program of cosmetic enhancement to Washington Neighborhood businesses City/Economic Development Dept x F-5.4 Develop a refuse and recycling program that helps beautify the neighborhood, educates the community about environmental stewardship, and creates jobs. Program to include business "adopt a trash can" program to provide for trash removal. City x H-4.1 Design public improvements such as streetscapes and 'pocket parks' to project an image consistent with neighborhood brand. City Public Works/Dept of Leisure Services x H-1.6 Consider Historic District designation. City Marketing Campaign Example: Improve the appearance of the neighborhood throught education and clean-up activities. Timeframe Strategy Description Partners - Lead in bold Q4 2012 Q1 2013 Q2 2013 Q3 2013 Q4 2013 Q1 2014 Q2 2014 Q3 2014 1.3 Develop a fun and thought-provoking one page "Good Neighbor Pledge" - resident committee working with school and multi -cultural center- includes education about the importance of keeping private and public property free of trash and litter CHI, Prescott school children and staff, past and present neighborhood association members and other resident champions x 1.6 Start a volunteer Block Ambassador program and use Ambassadors to distribute the Good Neighbor Pledge and promote the contest and clean-up activities CHI, past and present neighborhood association members and other resident champions X F-5.4 Position trash cans with the neighborhood logo throughout the neighborhood and encourage residents to use them as part of a refuse program that helps beautify the neighborhood and educates the community about environmental stewardship. Businesses responsible for emptying cans in front of their location. City X 1.2 1.4 Involve businesses by providing the Good Neighbor Pledge and a decal with the neighborhood logo to post them in a visible location. (Strategies: Extend the brand throughout the neighborhood and distribute the Good Neighbor Pledge) WNDC x 1.7 Have a block improvement competition or other contest relating to the theme of making the block clean and attractive. Include a component to involve businesses in the campaign. (Strategy: Recognize residents, business owners and landlords for maintenance and improvements that enhance the block/neighborhood) WNDC X 1.12 1.13resident Hold a clean-up and follow with a social event to celebrate success. Past and present neighborhood association members and other champions x 1.11 Publicize success CHI, WNDC, past and present neighborhood association members and other resident champions x My Good Neighbor Pledge (Could use photos or art by Prescott Elementary students) 111 41111111411111*41. I WILL ALWAYS: .a a ✓ Be kind and helpful to my neighbors ✓ Never litter and pick up trash when I see it ✓ Keep my sidewalk and alley clear ✓ Protect the trees and flowers in my neighborhood and plant more whenever I can ✓ Respect my neighbors and not play loud music or do other things that disturb them ✓ Make sure my friends are nice to my neighbors too ✓ Keep my porch clean and lawn mowed ✓ Call the police when I see someone doing bad things ✓ Put my trash out on trash day ✓ Follow traffic rules to keep our streets safe Washington Neighborhood logo and contact info Positive Story Ideas (for website, Facebook, newsletter and distribution to outside media) • New business profile (what they offer, their target market, how they chose to locate in the neighborhood) • New resident profile - homeowner or tenant (why they chose to live in the neighborhood) • "Good Neighbor" group behaviors: clean-ups, tree plantings, etc. • "Property of the Month" • Kids doing good things • Prescott School happenings • "Get to know your neighbor" events • "Before" and "After" fix-ups/rehabs • COP profiles of officers • "Past" and "Present" for historic buildings (Crescent, Lamar, etc.) • Profiles of residents who walk/bike to work • Profiles of residents who help their neighbors • Profile of "good neighbor" business • Tool Exchange (how it works, who borrows - profile, who works there) • Crescent Community Health Center - happenings, what's hot (flu shots, etc.) • Profile of community service agency's work in the neighborhood • Good landlord profile (interview tenants - what makes the landlord so good, interview landlord - what philosophies drive their good stewardship) From: Enquire Research, Lincoln, NE Washington Neighborhood Neighborhood Associations :4:�Q 0 3 443 y O • MEC Oo W 16TH ST V9 o i' L h` pact,' c co Oa } ppQ oil Z aCP Cbc0 it ut Q ��Q4 � Qqo� Q LBUR 5914j A N I ZO V: 3 00 0 KERPER CT 9\ WING❑ I N G7C1 PST Legend Neighborhood Associations Washington Neighborhood Broadway Extended Downtown Neighborhood Council Historic Bluffs Neighborhood North End Neighborhood Point Neighborhood Valley View Neighborhood o • o ! 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