Zoning Code Update: A Better Way To Grow

About the Program

Category: Civic Education and Public Information (Best in Category)

Year: 2010

In 2008, the Matanuska-Susitna Borough started the extensive process of updating their zoning code. The update’s public engagement campaign had a goal of reaching over 80% of the borough’s population. The campaign used multiple forms of communication to create a clear message and multiple opportunities for citizen feedback. The campaign materials used only local scenery, residents, and voices to create recognition for authenticity. The campaign broke new ground by not only being the first borough TV commercial but also being the first to produce TV commercials in-house. By the end of the campaign, multiple sources were indicating that Matanuska-Susitna Borough had reached its goal—borough residents knew about the zoning code update. Statistics from the website show that an average of 54 citizens visited the site each day. More than half of the TV and radio spots were aired during prime time, including multiple appearances during American Idol, the most frequently watched show in America. Overall, they exceeded their goal by reaching over ninety-percent (90%) of their target market.