City Council - Workshop Meetings

City Council Workshop Meeting October 26, 2022 | Ash North and South Conference Rooms Following City Council Meeting Approximately 8:05 p.m. This City Council Workshop meeting is taking place virtually and at Woodbury City Hall in the Ash North and South Conference Room. Members of the public may attend the meeting in person and may also join the meeting using a PC, Mac, iPad, iPhone or Android device. Watch the Live Meeting Public comments will be accepted during the meeting both in person and by using the link to the virtual meeting to join the meeting and then submit your questions via the online Q&A feature within the meeting. Questions regarding the meeting will be taken between the hours of 8:00 a.m. to 4:30 p.m. at 651-714-3524 or at council@woodburymn.gov. Questions received after 4:30 p.m. will be responded to in the next three to seven business days. Please note that all agenda times are estimates. Workshop Agenda 8:05 p.m. 1. Communications Plan for Construction of Water Treatment Plant 22-269 8:50 p.m. 2. Administrator Comments and Updates1 8:55 p.m. 3. Mayor and City Council Comments and Commission Liaison Updates1 9:00 p.m. 4. Adjournment 1 Items under comments and updates are intended to be informational or of brief inquiry. More substantial discussion of matters under comments and updates should be scheduled for a future agenda. The City of Woodbury is subject to Title II of the Americans with Disabilities Act which prohibits discrimination on the basis of disability by public entities. The City is committed to full implementation of the Act to our services, programs, and activities. Information regarding the provision of the Americans with Disabilities Act is available from the City Administrator's office at (651) 714-3523. Auxiliary aids for disabled persons are available upon request at least 72 hours in advance of an event. Please call the ADA Coordinator, Clinton P. Gridley, at (651) 714-3523 (TDD (651) 714-3568)) to make arrangements.  1 City of Woodbury, Minnesota Office of City Administrator Council Workshop Letter 22-269 October 26, 2022 To: The Honorable Mayor and Members of the City Council From: Clinton P. Gridley, City Administrator Subject: Communications Plan for Construction of Water Treatment Plant Summary In May 2022, the City Council adopted a resolution accepting a grant from the Minnesota Pollution Control Agency (MPCA) to reimburse the City’s expenses for the development and initial implementation of a communications and engagement plan for the Woodbury Water Treatment Plant project. At that time, the Council also approved the associated budget amendment to the Water and Sewer Utility Fund (Enterprise Fund). Following grant acceptance and approval, City staff began work with Advanced Engineering and Environmental Services LLC, the “project consultant,” and their communications team on developing a strategic communications plan for the project (attached). Recommendation Staff recommends Council accept and approve the communication plan for implementation in association with the upcoming phases of the Woodbury Water Treatment Plant project. Governance Mode • Generative - Identifying key questions, anticipating future challenges, framing of issues, development of options. Problem-framing. What to pay attention to, what it means, and what to do about it. How does it fit with our mission, vision and values? Fiscal Implications The cost of the communications plan development and initial steps of its implementation are covered under the existing grant agreement between the City and MPCA. Due to parallel efforts and as of yet defined elements of the larger effort, amendments to the existing grant will be required and it is anticipated associated costs will be approved by the MPCA. Policy • May 22, 2019, Council authorization of the Letter of Engagement for Advanced Engineering and Environmental Services, Inc. (AE2S) to complete the Comprehensive Water System Master Plan • October 9, 2019, Council Resolution on the Development of the State of Minnesota 3M PFC Settlement Conceptual Drinking Water Supply Plan Council Workshop Letter 22-269 October 26, 2022 Page 2 • November 20, 2019 Council Workshop: Strategic Initiative Ensure Long-term Drinking Water Sustainability • February 19, 2020, Council Workshop: Woodbury’s Comprehensive Water System Update • October 7, 2020, Council Workshop: State of Minnesota Conceptual Drinking Water Supply Plan • October 21, 2020, Council Workshop: State of Minnesota Conceptual Drinking Water Supply Plan • October 20, 2021 Council Workshop: State of Minnesota Conceptual Drinking Water SupplyPlan • May 25, 2022, Council Resolution on Authorizing Acceptance of Communications and Public Engagement Plan for LTWTP Project Grant from Minnesota Pollution Control Agency and Approval of Budget Amendment to the Water and Sewer Utility Fund Public Process The City Council accepted state 3M settlement grant funding for communications and public engagement planning work at its May 25, 2o22, meeting. Background On February 20, 2018, the State of Minnesota settled its lawsuit against the 3M Company in return for a grant of $850 million. Minnesota’s attorney general sued 3M in 2010 alleging that the company’s production of chemicals known as per- and polyfluoroalkyl Substances (PFAS) had damaged drinking water and natural resources in the southeast Twin Cities metro area. In August 2021, the State of Minnesota released its final conceptual drinking water supply plan which includes a long-term water treatment plant (LTWTP) for the City of Woodbury. The LTWTP will be the largest public infrastructure project to date in the City’s history. Construction activities have the potential to impact many residents, businesses, visitors and other stakeholders. Thoughtful, integrated communications, branding and public engagement strategies, along with sharing timely project updates, will be critical to the success of the project. In February 2022, in coordination with the MPCA, staff submitted a scope and cost estimate to the MPCA for funds to assist in the initial communications and public engagement effort. Through subsequent proposal development and modifications, the MPCA approved the initial funding request and fiscal resources for the city under a MPCA grant. Additional communication and public engagement resources will likely be required through the duration of the project. It is anticipated additional funding requests to the MPCA from the City and modifications to this grant will be made in the future. A permanent water treatment plant will be brought online in the next five to seven years. A preliminary engineering report has been completed to assist in the determination of: pipeline alignment, water treatment plant layout and treatment selection, critical path items (permitting, easement procurement, etc.), analysis of state funded and non-funded infrastructure (funding gap). Written By: Jason Egerstrom, Communications Manager Approved Through: Rob James, Information and Communications Technology Director Mary Hurliman, Public Works Director Attachment: Strategic Communications Plan for Construction of Water Treatment Plant Water Treatment Plant and Pipeline STRATEGIC COMMUNICATIONS PLAN Background Table of Contents 01 Executive Summary A summary of key points in the Strategic Communications Plan. 06 Brand Development Brand process, development, and usage. 07 Messaging, Tactics and Schedule 02 Background Key pillars to communication, History of the project and summary strategies to reach target audiences, of PFAS communications. and timelines. 03 Goals and Objectives The marketing and communications 08 Situational Communication Messaging and logistics for communicating for situational events goals for the project. beyond planned milestones. 04 09 Discovery and Results Measuring Success The quantitative and qualitative data Key performance indicators and used to support communications SMART goal development and strategies. tracking. 05 Interested Parties Relationship to the project and communication function. Executive Summary 01 Background 02  To-Date Background ✓ Nine of the city’s 19 groundwater wells exceed MDH Current Situation health index levels for PFAS. Those wells were removed from service until a temporary In the early 2000s, per- and polyfluoroalkyl substances (PFAS) were found to have contaminated water treatment plant was built. drinking water supplies in parts of the eastern Twin Cities, including in Woodbury’s groundwater Now, six wells have returned supply. Research has been conducted to identify the source and level of contamination. Most of online and three remain offline. the contamination has been traced to four former disposal sites in Woodbury and surrounding communities as a result of biproducts from a 3M manufacturing facility. ✓ Developed Drinking Water In 2010, Minnesota’s attorney general sued 3M for accountability and funding to address the Master Plan PFAS issues. On February 20, 2018, the State of Minnesota settled a lawsuit against 3M in return for a settlement of $850 million. With nine of the city’s 19 wells contaminated with PFAS levels ✓ State of Emergency exceeding the health risk standards, the City of Woodbury has been working with state agencies to fund both short-term and long-term drinking water system improvements. declaration in January 2020 The city removed all nine of the contaminated wells from service and constructed a temporary ✓ Construction of city’s first water treatment facility near the intersection of Valley Creek Road and Tower Drive that brought Water Treatment Plant four of these wells back into service in the summer of 2020. In order to build the temporary facility before peak summer demand exceeded usable supply, the City Council declared an emergency (temporary) action that allowed the temporary water treatment plant to be built quicker. The facility was expanded in the summer of 2022 to treat two additional wells that had been previously removed ✓ Development of Preliminary from service to PFAS level exceeding health standards. Engineering Report for a long- Currently, the temporary facility is helping bridge the water production gap until a long-term term water treatment facility permanent water treatment facility (and associated infrastructure) is operational. ✓ Purchase of parcel of land for The water delivered to customers continues to meet all state water quality standards and guidelines for PFAS. the long-term water treatment plant and relocation of an existing home occupying that land ✓ Advocacy to maximize treatment and funding from 3M settlement Background Outlook Remediation How will additional In 2011, the Minnesota Pollution Control Agency (MPCA) completed remediation activities PFAS regulations at identified contaminated sites (including Woodbury, Oakdale, and Lake Elmo) to reduce pollutants released from these sites in the future. 3M, under direction from the MPCA, affect Woodbury? continues active site remediation. For the Woodbury site, the remaining contamination is captured by pumping approximately 1.25 billion gallons of water annually to a treatment The City of Woodbury is in the plant and discharging it to the Mississippi River. process of piloting technologies including granular activated carbon Regulations and ion exchange water treatment PFAS, like other emerging contaminants, are the focus of active research and study, processes. Both processes have which means that new information is released frequently. The more that is learned about the chemicals the more specific and clear regulations will be developed. Currently, the proven to be effective in absorbing Minnesota Department of Health (MDH) has set health-based values, health risk levels, the contaminants into the media and utilizes a health index calculation to provide a protection level for specific PFAS and filters and removing PFAS from groups of PFAS where specific levels have yet to be established. drinking water. Funding The city is working on a plan to treat The 3M settlement provides partial funding for the new long-term water treatment plant. ALL groundwater wells through a The City of Woodbury is actively pursuing additional funding through the settlement 32 MGD (million gallons per day) agreement, federal earmarks, and exploring other available funding through WIFIA (Water water treatment facility. With this Infrastructure Finance and Innovation Act). Additionally, the city is studying the cost of plan, any future PFAS regulatory service of future water utility rates to develop a financially responsible and equitable rate action after the new long-term water structure. treatment plant is built would NOT affect the city’s ability to successfully meet current and projected drinking water standards. Background Results of 2022 Woodbury Resident Survey Summary of PFAS Communication Woodbury utilizes the following media to communicate with residents: (All numbers as of 2021) 966 25% • woodburymn.gov – 1,046,604 visitors Respondents • Woodbury City Update newsletter 10 issues/year sent to more than 30,000 residents and businesses Water quality • InTouch email notifications* – 12,830 subscribers ranked #1 most • Facebook – 8,250 followers serious issue • Nextdoor* – 27,541 members • Instagram – 2,350 followers • Twitter – 4,875 followers 40% rated the quality of drinking water in • YouTube – 916 subscribers Woodbury excellent or good • Cable TV channels 16 and 18 = 17% decline since 2019 *Denotes channels that provide the most immediacy of information to residents. Previous Communications 80% Virtual listening sessions: June 28 and 30, 2022 Rated quality of public information (Well attended. Good questions. FAQ updated based on questions received during sessions.) and city communications positively • Informational signage posted on site of new WTP. • Provided multiple tours to elected officials. How do residents get news? • Social media posts. • News releases. Woodbury City Update 91% • PFAS Webpage includes: Word of mouth 82% • Background info and timeline about PFAS in city’s wells. • Annual Drinking Water Report Woodburymn.gov 75% • PFAS FAQ, Monitoring Results and Remediation Social media 68% Activities • Permanent and Temporary WTF information Newspapers 50% • MDH and EPA PFAS information InTouch Email System 32% • Contact info for Jim Westerman and Public Works Department Goals 03  GOAL 1 Build Confidence in Municipal Water and Trust in City Staff GOAL 1 Build Confidence in Municipal Water and Trust in City Staff The city has taken a proactive stance in communicating water quality and quantity issues. In order to continue to build trust, the city will actively communicate changes in the project as well as water quality and quantity, engage residents and businesses utilizing the IAP2 public participation scale, and provide transparent access to key documents on the city’s owned media. Measurements: 1. Assess sentiment analytics via Zencity. 2. Qualify responses at live events and listening sessions. 3. Glean results from community survey as it relates to communication and drinking water.  GOAL 2 Proactively Alert Community to Project Activities that May Affect Daily Life GOAL 2 Proactively Alert Community to Project Activities that May Affect Daily Life Both the long-term water treatment plant and transmission main projects will disrupt daily life via closed streets, reroutes, increased truck traffic, and other construction issues. Special effort will have to made to directly contact those who are near construction areas, alert travelers and commuters, and address any business or other access concerns. Measurements: Weekly, and sometimes daily, updates will need to take place to minimize disruption, maintain safety, and move 1. Measure responses and sentiment on various project efforts forward. The city will identify channels platforms. based on immediacy and effectiveness for each 2. Qualify responses at message and group. public meetings/neighborhood updates. 3. Quantify safety and disruption incidences.  GOAL 3 Engage Residents and Businesses to Improve Acceptance of Change (Environmental, properties, and finances) GOAL 3 Engage Residents and Businesses to Improve Acceptance of Change As a result of the project and evolving PFAS regulations, change may come in the form of wells being taken off line, change in treatment (softening), or change in water rates among other things. Some change may be welcome, some change may be difficult depending on the demographics of the resident. Either way, clear and concise communication about why the change is occurring, the role of the city versus the role of the resident in the change, as well as inviting Measurements: residents to actively participate in the change when appropriate will improve acceptance of change. 1. Quantify responses and sentiment on various platforms and public meetings.  GOAL 4 Reduce Negative Impact of Construction in Neighborhoods, Business Corridors, and Transportation Corridors GOAL 4 Reduce Negative Impact of Construction in Neighborhoods, Business Corridors, and Transportation Corridors Those nearest to the construction may have business or personal impacts from construction closures or other elements of construction. A concerted effort to speak to those most affected by construction will need to be enacted on a regular basis. Additionally, creative ways to help mitigate stress may be considered such as special signage or reroutes to lessen the impact felt. Measurements: Business partners such as Woodbury Area Chamber of 1. Direct contact and good Commerce and other organizations may also help to attendance of impacted neighborhoods and mitigate impacts. businesses. 2. Qualify responses from business partners and other organizations.  GOAL 5 Celebrate Success Throughout and After Completion of Project GOAL 5 Celebrate Success Throughout and After Completion of the Project There is much to celebrate throughout the project and after its completion. This will be a long road but securing funding, breaking ground, delivery of key elements of the facility, turning on “the spigot,” and many more highlights can and should be celebrated. Celebrating success along the way shows progress, keeps emotional momentum going, and creates moments to express gratitude and fortitude. Measurements: 1. Meeting objective of 6-8 celebration milestones. 2. Measure responses and sentiment on various platforms. 3. Celebration event attendance and coverage.  Discovery / 04 Community Understanding COMMUNITY DEMOGRAPHICS  Largest Demographic Segments – Socio/Economic Traits Boombergs | 29.7% households • 84% own homes, average $350,000 value. • Well-educated professionals, 55% college grads. • Average household size: 3.25, young families with kids. • Median age: 34 • 71.3% in labor force and most households have 2+ workers. • Average 30+ minute commute. Long commute and COVID impacts may have created more people working from home. • Well-connected. Own latest devices and know how to use them. One of top markets for latest technology – smartphones, tablets, Smart TVs. • Biggest complaint: Too many devices and too many intrusions on personal time. • Physical fitness is a priority. Leisure time includes hiking, cycling, swimming, golf, theme parks/water parks. Considerations: Busy families may not see messages in traditional mediums so messages may have to utilize a multi-prong approach and be tailored to places they will be at play or work.  Largest Demographic Segments – Socio/Economic Traits Workday Drive | 19.5% households • 84.9% own home, average $257,400 value. • 40.5% college grads, 72% some college. • Average household size: 2.97, two parents with growing kids. • Median age: 37 • 71.3% in labor force and most households have 2+ workers. • Long commutes. • Highly connected – rely on wireless devices that enable convenience like shopping online, paying bills, banking, etc. • Family-oriented purchases and activities: TVs, movie purchases/rentals, kids' clothes and toys, theme park/zoo visits. • Outdoorsy - cycling, jogging, golfing, boating. Like attending sports. Considerations: Commuters will be affected by construction on a daily basis. With longer commutes and busy lifestyles, may want to consider messaging targeted at commuters. Consider creating a super group/first to know group that can help carry messages forward.  Largest Demographic Segments – Socio/Economic Traits Professional Pride | 16% households • 91.6% own homes, average $433,400 value. • Well-educated professionals, highly qualified in science, tech, law and finance fields. • Average household size: 3.13, families with kids. • Median age: 40.8 • Long commutes – no specific number though. • Frequent travelers – use internet to book everything. • All family members are avid readers using smartphones, tablets, e-readers. Tech-savvy and use all the features of their tablets, smartphones and laptops. • Value organization and routine. • Pride in picture-perfect homes. Considerations: With a deep sense of pride in picture perfect homes, construction may be seen as unsightly. If surrounding construction sites, may want to consider detailed handout, door to door visits, and promote website to check frequent construction updates.  Communication Demographics/Analytics How People Communicate and Engage Used internet in past 30 days to obtain latest news: Social Media Watched a video in the past 30 days: 59% 61% 70% Used Google in the 59% past 30 days: 93% 91% 84% 43% Annual entertainment spending: #1 Travel $4,159 #2 Audio $176 22% #3 Movies/Museums/Parks $152 43% Boombergs: Physical fitness/outdoors 21% = opportunity for signage nearby trails and recreational areas. • Create mobile-friendly content. BEST WAYS TO • Be consistent on social media (Facebook and YouTube are strongest). COMMUNICATE with Highly Connected • Utilize videos to explain concepts (video in conjunction with graphics and text). Residents • Develop signage for commuters and outdoors/active lifestyles.  Communications to Traditionally Underserved Residents Other Languages/English as Minorities and Cultures Second Language Language other than English spoken in the home is The three most populous minority races are 15% (percentage of people age 5+) Asian (11%), Black/African American (6%), and Hispanic (5.2%). Woodbury has very small pockets of residents with little to no English spoken in the home (not More specifically, Woodbury has a strong measurable through census data). Hmong population with opportunities to communicate and engage with several Communicating with digital mediums such as the organizations such Hmong Parent Advisory website and social media allows the user to change Council 833, the East Ridge Asian American the language setting. Consider video or audio Student Union, and the Woodbury Asian Club. translation when available. Consider iconography and illustration on traditional mediums. • Approximately 4.7% of residents have a household income of $50,000 or less. Research shows that Of those, less than 1% are seniors that have a household income of $50,000 or regardless of socio- less. *Census listed approximately 4.2% population in poverty. economic status, almost 100% of people between the • 97.4% of all Woodbury residents have access to the Internet from home ages of 18-49 have a cell and 96.5% used the internet in the past 30 days. phone. • For those residents that do not have access to the internet from home and may seek other locations, communications in internet hubs such as the library provide another opportunity to communicate through traditional media. Communication Considerations FINDING PROOF RECOMMENDATION Woodbury 2022 Community • Develop a consistent, branded column in each issue (or consistent regularity) The Woodbury City Update Survey: 91% read Woodbury City that focuses on water news. Project news can be reported as well as CCR, is a well-utilized medium to Update newsletter to get City conservation updates, etc. disseminate project info. news. • Develop branded iconography to designate the topic. • Provide an informational training and support documents to each member of Woodbury 2022 Community the City of Woodbury’s staff, as the public views city workers as experts Survey: 82% say they get city Word of mouth is the second about what is happening. Support/FAQ document for staff should include news via word of mouth and 68% most common way instructions on where to find additional info on woodburymn.gov. Encourage learn about city news from social Woodbury residents hear staff to share Woodbury’s project updates on their own social media media. (In certain circumstances, about city news. accounts. social media can be considered • Identify neighborhood champions who will help disseminate up to date “word of mouth”) information on project developments. • Rename PFAS in Groundwater link to Water Supply and Treatment Update. Woodbury 2022 Community woodburymn.gov is • Update website on a regular schedule to ensure new project information is Survey: 75% check city’s website considered a major news featured and can easily be linked to descriptive titles. for info about what’s happening in hub for city news. • Consider a project blog to share new info on the site and drive traffic back to Woodbury. news hub. Woodbury residents are Woodbury 2022 Community • Include all local papers as news release recipients. Consider pitching a highly educated and Survey: 50% say they utilize monthly or quarterly construction project update to local media including sites interested in keeping up with newspapers to get city news. like TwinCities.com (Pioneer Press) and others. latest news. Communication Considerations FINDING PROOF RECOMMENDATION Woodbury residents • Work on website SEO (search engine optimization) to raise profile of city’s ESRI: 92.6% utilized Google in frequently search the PFAS/water quality information. past 30 days. internet for information. • Targeted Google ads during peak construction. Woodbury residents are ESRI: 24-30+ minute commute • Project signage (stationary and digital) on Valley Creek Road, Tamarack captive audience in cars common for Woodbury residents. Road and Woodbury Drive. during long commutes in the ESRI: Traffic count maps. • Movable construction “buddy” mascot. top three population • Include MN Public Radio and talk radio in list of news release recipients. segments. ESRI: 59.1% watched a video in past 30 days. Facebook: 69.6% YouTube: 58.9% Top three ESRI • Ensure PFAS/water quality website portion is mobile-friendly. Instagram: 42.9% segmentation populations • Use video to share news and info when possible. are tech savvy and utilize • Share videos on social media, city website, and with traditional media. (Woodbury 2022 Community social media. • News-like updates on consistent days/times. Survey: 75% check city’s website and 68% use social media to find out what’s happening in Woodbury.) Outdoorsy and fitness ESRI: Top 2 population focused population enjoys • Consider project signage on public recreation paths, parks and facilities. segmentations enjoy exercising in cycling, jogging, golfing & • Pop-up park kiosks to explain construction. the outdoors. boating. Communication Considerations FINDING PROOF RECOMMENDATION Woodbury residents are ESRI: Average house size is 2.8 • Provide updates through schools, science classes and STEM (science, within range to have with a median age of 35. technology, engineering, math) events. families/kids. • Neighborhood meetings that use visuals to disseminate information. Woodbury residents are ESRI: 82% homeownership and • Door hangers and direct mail pieces that use visuals and website mostly homeowners that largest Tapestry segments show functionality to give updates. take great pride in their behavior. • Specific examples of, and opportunities for choice in, landscaping options for properties. some construction areas. Woodbury residents spend dollars on ESRI: #2 most entertainment • Consider advertising on Spotify, Pandora, or other audio platforms to direct audio/subscription spending is directed at audio residents to information hubs, specifically during construction. platforms. ESRI: Median household income Woodbury with lower block of $71,277 has a home household median incomes • Emphasis on continued digital outreach regardless of household income. The computer ownership of 83.1% of $75,000 or less have online behaviors are similar among all income levels. and 96.4% have internet access access to technology. at home. Interested Parties 05 Interested Parties Interested Parties Relation to Project Communication Function Notes City of Woodbury Decision and Policy • Mayor - carry general message to public/media. • Parameters and guidelines Elected Officials Makers • Mayor advocates when appropriate on working are in-progress. groups and to State Agencies. • Council – respond to constituents and informal conversations. Woodbury Staff Water Front Line Planners, • Represents interests and advocates on working • Must accomplish the Treatment Steering Implementers, Operators, groups and to State Agencies. largest project in the city’s Team Advocates • Serve as spokespeople when appropriate. history. • Provide guidance on communication strategy and implementation. • Public education and addresses concerns City of Woodbury Staff Messengers/Advocates • Public education. • Address neighborhood concerns. • Project status updates. • Direct to better resources on staff. Advisory Commission Advisory body to City • Deeper dive education on project, background, • Quarterly updates (May include Audit and Council recommendations, needs and impacts. scheduled. Investment Commission • Seek recommendations on city decisions when and Planning applicable/warranted. Commission) • Provided information to be informed conduits. Minnesota Pollution Co-Trustee of 3M • Understanding of project recommendations and • City has advocated to Control Agency settlement funding costs associated. maximize funding. MN Dept of Health Co-Trustee of 3M • Address public health questions/concerns. settlement funding • Provide public health information to city staff. Public health subject matter experts and PFAS regulators MN Dept of Natural Permitting and • Address public information as it relates to natural Resources environmental impacts environment. regulator Interested Parties Interested Parties Relation to Project Communication Function Notes Communities in Settlement Named communities in • Coordination with settlement settlement specifics. Lockridge Grindel Nauen and Advocate for state and federal • Represent city interests in terms of Sustainable Strategies funding funding support. State Legislators State Funding and Project • Adequately understand • Consistent meetings Support background and current situation necessary. Provide updated to advocate on behalf of the city to information and materials. relay the need and factual information in deliberations. Congressional Delegation Federal Funding and Project • Adequately understand • Location of new Woodbury Support background and current situation WTP is in a new district. to be relayed in deliberations, bill development, lobbying, etc. Residents and School Near WTP Concerned constituents (water • Assure confidence in process. quality, construction • Frequent updates on project status disruption, safety) and impacts. • Understand short and long-term disruptions. Residents, Neighborhoods and Concerned constituents • Understand project and • A majority of the recommended Businesses along Pipeline Routes (water, sewer, internet/cable background. pipeline route is on major and Treatment Plant interruption, • Assure confidence in process. roadways. construction/traffic impacts, • Frequent updates on project • Once pipeline alternative is safety, level of assessments) status, disruptions and safety selected, identify measures. businesses/residents most impacts and when. • Each road segment will have unique characteristics, interested parties, and communication tactics Interested Parties Interested Parties Relation to Project Communication Function Notes Economic Development and Business assistance/support • Liaison to business community. • Provide information and Chamber Organizations during construction disruptions • Understand project and materials to be successful. background. Neighborhood Neighborhood leaders and • Liaison between city staff and • Create regular Champions/First to Know supporters of project public. communications to keep • Understand project, background, abreast of project progress benefits and financial impacts. and changes to avoid • Assure confidence in process. communication voids. Community Academy and Concerned constituents (water • Deeper dive education on project • Potential future/near-term city Community Leaders Groups quality, construction disruption, and background leadership. safety) • Understand project, background, • Already have a vested interest benefits, and financial impacts. in city success and details of • Assure confidence in project. similar projects. • Community champions for project. Interested Parties Interested Parties Relation to Project Communication Function Notes Consultants and Planning, design and • Consultants are advocates for the • Create internal Contractors construction of wells, pipeline city and their interests. communication protocol. and WTP • Frequent project updates to city staff. • Consistent messaging is key. • Notification of disruption, health or • Communication with safety issues. contractors should begin as • Construction soon as selection. superintendents/workers may be • Understanding of front-line communications with communication role and residents/neighbors. responsibilities. • Refer questions to city staff. Environmental Protection Establishes federal health- • Provide public health information. Agency based guidance on PFAS County Roadways, Parks and Trails • Understanding of pipeline impacts to • Opportunity to reach a roadways, parks and trails. broader audience. Assessments when • Frequent updates on disruptions appropriate impacting roadways, parks and trails. Permitter 3M Corporation Steering PFAS Source • Address PFAS manufacturing and • Entered into settlement with Committee historical disposal practices. State of MN in 2018. Interested Parties AN IMPORTANT Key Spokespersons ROLE IN CONSISTENT Mayor Anne Burt MESSAGING Official Spokesperson While many staff and interested parties will serve as Mary Hurliman, Public Works Director unofficial spokespersons, Overall Program Communications these individuals will be responsible for communication related to the Woodbury Water Jim Westerman, Assistant Public Works Director Treatment Plant project. Water Treatment and Overall Technical Details These individuals will set the tone for information and Tony Kutzke, City Engineer education around the topic and Water Transmission Lines and Road Impact will be the main resource for communication, both internally and externally. Eric Searles, Assistant Community Development Director/City Planner Neighborhood Liaison Jason Egerstrom, Communications Manager External Communication Lead  Brand Development 06  KEY BRAND ELEMENTS Visual Your Appeals to People's/User Identity Personality All the Experience and Culture Senses  Brand Goals and Parameters How to Translate to a 1. Connect the community’s people, Water Treatment System? personality, and place/geography in some way. It is essentially Place Branding: 2. Signify a safe resource. • It serves a greater purpose of providing an important resource to the individuals, families and businesses 3. Easily recognizable (not just a water factory). and unique to Woodbury. • It is a physical reminder of safety and security. 4. Reproduce easily in • It is a place of experiential learning. signage and other • It is a generational asset to the community. materials. 5. Consistent with current community branding standards and styles. THE BRAND Woodbury Water Treatment Plant CONNECTION WORDS/PHRASES To clearly identify communication associated to drinking water in the City of Woodbury, a branding process was conducted with a group of internal staff. The outcome of that process included naming the new treatment facility, design of a visual identity, and development of a consistent theme and messaging. OFFICIAL BRAND NAME: Long Version: Woodbury Water Treatment Plant Short Version: Woodbury WTP The Woodbury Water Treatment Plant brand is in accordance with the city’s overall brand and use of the brand should follow city’s overall branding visual guidelines. Messaging Tactics Schedule 07 Messaging Theme: Tone: The City of Woodbury has a history of stewardship Consistent with previous efforts as they relate to water and servant leadership. This is proven by issues, the ‘Woodbury Way’ to communicate is defined as consistently high ratings in recent resident professional, prudent, collaborative, and community satisfaction surveys. In this case, the city has also focused. Throughout the project, messaging should be taken a strong stance of advocacy on behalf of its presented in a factual and transparent way to inform and residents by insisting the State of Minnesota lower engage in meaningful ways. When speaking with funding the PFAS index to the lowest maximum and regulatory agencies, a more technical and direct tone is contaminant level (MCL) that is available to treat. appropriate. When speaking with residents, it is important to In the words of city leaders and staff, “we want to stay concise, but also listen and empathize especially do what is right.” during times when there is a tremendous amount of uncertainty, change, or disruption to their lives. Overall Project Messaging: As an advocate for the residents of Woodbury, we will focus on always doing what’s right, but it may take time. A permanent solution includes new wells, a new Water Treatment Plant, and more than 14 miles of distribution pipelines. It may take six plus years to complete. But now, and in the future, we will continue to strive for our goal of delivering the safest water possible and committed to long-term health of our community. Messaging Funding and Financing Securing Funding: The city continues to advocate for 3M Settlement dollars to be released expeditiously and to cover treatment of all Woodbury water supplies. The city is also working with state and federal elected officials to capture funding opportunities. Just recently, the city secured an additional $3.5 million* for the Well Manifold Pipe Project. The $ city understands the importance of this infrastructure and is working diligently to fight for responsible funding investment by the state from the settlement and minimize financial impacts to residents. Successful Planning: Existing infrastructure was already aging. The city proactively planned for more than five years to address water infrastructure. Woodbury has taken steps to be financially responsible in planning for construction. Currently, the city is re- prioritizing Capital Improvement Projects to coincide with the new Water Treatment Plant and pipeline projects to save time, money, and distribution long-term. Fair and Equitable Rates Reflected in Cost of Service: Even with the 3M settlement and some federal funding, investing and operating new wells, a water treatment plant, pipelines, and associated infrastructure is a costly endeavor. To better understand the potential impacts on users, the city hired a consultant to study the cost of service and develop rate changes that are fair and equitable for all users. Not All of This Will Be Covered by Settlement Dollars: Woodbury is advocating strongly for all project costs to be covered by settlement dollars, but many questions remain to be answered. The city is exploring ways to raise funds to cover any costs the city may need to take on and actively pursuing federal funding mechanisms. As of September 2022, the city has been earmarked for almost $3.5 million* beyond settlement dollars. *Estimation of funding. Messaging will b e updated b ased on final funding amount. Messaging Water Quantity and Quality Ready to Respond: The city recognizes that PFAS guidelines may change and climate/weather patterns may change, etc. The city is ready to take action to limit water use and activate wise water restrictions in the summer. By the end of 2023, the city will have 20 wells. However, only a portion of these wells are needed in the winter due to reduced water demands. Simply put, conservation and efficiency matter. Only 1-inch of water per week, including rainfall, is needed for a healthy lawn. Woodbury is a regional leader in conservation and its residents value water conservation and efficiency. Planning for the Future: As part of the Preliminary Engineering Report, the city has projected population growth through 2040 to plan and accommodate for future demands. Part of the plan includes bringing wells back online, connecting them to the new Water Treatment Plant, and reserving additional land to expand water infrastructure for future growth. Planning now sets the foundation for streamlining the water system now and in the future, as well as maximizing the long-term investment. Focused on Sustainability: Woodbury’s strategic priority of environmental stewardship compels the city to holistically look at all aspects of water. From landscape designs, to evaluating softening to reduce salt in wastewater flows, to naturally managing stormwater, the city will seek opportunities for environmental, social, and economic stewardship. Messaging Well Construction Treating All Wells is a Priority: The city recognizes the importance of treating all wells for PFAS in the future, regardless of PFAS levels. Currently, nine of the 19 wells exceed the Minnesota Department of Health health risk index for PFAS. Six of those wells are being treated at the temporary Water Treatment Plant to appropriate standards while the other three wells are offline. Woodbury continues to advocate for 3M Settlement funding to treat all wells in the future and is committed to providing the best possible water to all residents. Peak Summer Use May Disrupt Supply: Heavy water use in summer months during dry conditions tax Woodbury drinking water supply system. This situation can be worsened by construction of new water infrastructure. Consider conserving water, especially during summer months and during construction to help relieve the system as improvements are made for future sustainability. Only 1-inch of water per week, including rainfall, is needed for a healthy lawn. New Well Construction Marks the Beginning of Water System Improvements: Woodbury residents may notice activity in the southwestern portion of the city. Two new wells will be constructed by the end of summer 2023. This construction, along with land acquisition and moving of a residence from future water treatment plant site, signals the exciting beginnings of the city’s new water treatment system. Construction on the Woodbury Water Treatment Plant will begin 2024. Supply is One Part of the Growth Equation: As part of the preliminary engineering report, population projections were updated to reflect a more accurate calculation of water demand for the next several decades. Woodbury is taking steps to meet this future demand by adding well capacity and planning for a 32.0 MGD (million gallons per day) water treatment plant with an optional expansion area. Messaging Pipeline Construction It’s Going to Be a Big Project (in many ways): This the biggest project the city of Woodbury has undertaken, and it stretches across our whole community. More than 14 miles of pipelines will be installed. It will take time and you will see construction over multiple years. The city is prepared to communicate clearly through the construction. Once completed, water will be transported to the new permanent Water Treatment Plant for delivery of treated water across Woodbury. Minimizing Impacts: The city has proactively assessed the recommended pipeline route and developed a schedule that lines up with planned Capital Improvement Plan (CIP) road improvements. This not only minimizes financial impact but also minimizes the impacts to human and vehicle traffic. A main priority for scheduling pipeline construction will be to make sure the right sections are done at the most opportune time for drivers, businesses, and residents, while meeting the goals of the city. Best Pipeline Routes Were Selected Based on Many Factors: The city worked with a team of engineers to analyze dozens of pipeline routes for both raw water transmission from the wellfield and new distribution system pipelines. The routes were analyzed using a scoring process based on constructability, cost, other projects, operations and maintenance, redundancy, and other factors such as impacts to the community. Messaging WTP Construction Sustainable Water System. The ultimate goal for the Woodbury Water Treatment Plant (WTP) is to provide water meeting current and future standards, for a long time, without doubt. Woodbury worked with national engineering firms to pilot test the best possible treatment technologies to treat not just PFAS but other emerging contaminants, to provide confidence in the city’s ability to provide a safe, sustainable source of quality drinking water for residents and businesses for the foreseeable future. A security that is truly essential to life. Built for Flexibility: PFAS is a contaminant that continues to evolve in terms of regulatory requirements. Future regulatory changes are uncertain. The City of Woodbury is a strong proponent of the lowest treatable PFAS health index at the regulatory level. At the current time, the Woodbury Water Treatment Plant will be designed to treat all wells through a 32MGD facility. The treatment process is aimed at treating PFAS chemicals as well as treat many identified contaminants and emerging contaminants to meet both current and projected future regulatory limits. Environmental, Social, and Economic Stewardship: The Woodbury Water Treatment Plant will be designed through the lens of the city’s sustainability vision. It encapsulates opportunities inside the building, outside the building, and during construction to limit our impact on the environment. It will also be designed to incorporate into its surroundings. Messaging Celebrating Success For Example: New Wells Completed: Woodbury has completed the construction of two new wells, Well 20 and Well 21. One of these new wells was funded by the Settlement agreement as a replacement well for a well taken offline and abandoned due to PFAS contamination. The other well was funded by the city as part of planned growth and capital investment in the community. The new wells are part of a larger overall water system project to address PFAS issues in the long term. The City Sets the Stage for New Water Treatment Plant: Woodbury is making way for a new Water Treatment Plant in south end of the city. Land was purchased in 2021 and, most recently, a house moved off the lot to a new location to clear the way for the next phases. In the meantime, the temporary water treatment plant that was completed in 2020 and expanded in 2022 serves the community with drinking water that meets all current standards. Message Here: TBD Message Here: TBD Tactics and Schedule High-Level Project Schedule Timing of funding, design decisions, supply delays, and other factors can cause the schedule to fluctuate. The tactics and associated timing may shift accordingly. Initially, the tactics are presented by quarter through the end of 2023. Mid-2023, tactics and schedule will be re-evaluated and planned out for the next year. In essence, there will be a rolling tactics and schedule in order to capture the nuances of the project process. Tactics and Schedule 2022 – QUARTER 3 TACTIC DETAIL DATE/RESPONSIBILITY Update/build out PFAS in Groundwater Rename to PFAS Treatment, update future plans and September/October - AE2S and Public Works/Water and Engineering add Construction subpage with high-level schedule assist with content and website pages information/key milestones, maximize for SEO. Update Woodbury implements Public Works/Water to include project, update softening. Create regular, branded column in Woodbury Water Column featuring progress on well September/October - AE2S Woodbury City Update newsletter/editorial construction and next milestones. Possible guest assist with editorial calendar calendar column by Jim Westerman. and content. Plan for the first column in January 2023. Utilize content in other owned media. Tactics and Schedule 2022 – QUARTER 4 TACTIC DETAIL DATE/RESPONSIBILITY Establish communications with Advisory Reach out to Advisory Committee to discuss October - Woodbury Commissions educational and engagement opportunities. Establish communications with Community Schedule meeting with alumni for Quarter 1, 2023. October - Woodbury Academy Meet with Communications Leads from Schedule meeting and discuss regular check-ins. October - Woodbury with MDH, MPCA assistance from Omodt & Associates Develop legislative handouts for funding Working with lobbying team and public works staff to October - Woodbury with opportunities develop content. assistance from AE2S and Omodt & Associates Inventory businesses and residents along Create organized inventory of contacts in order to send December – Woodbury pipeline route direct communications. (Possibly Q1 2023 based on State approval of pipelines) Tactics and Schedule 2023 – QUARTER 1 TACTIC DETAIL DATE/RESPONSIBILITY Internal staff lunch and learn/talking points Communicate project status, timeline, and key talking February - Woodbury with points. assistance from AE2S and Omodt & Associates Include information in mayor’s State of the Work with mayor to provide talking points, celebrate February - Woodbury City address success, project status, and outlook. Community Academy and Community Create opportunities in program to learn and participate February – Woodbury with Academy Alumni meetings in water system construction process. assistance from Omodt & Associates Meetings with high water users Review rates and construction impacts if any. March - Woodbury Updates with Chamber, Economic Meet with key business leaders to provide information March – Woodbury with Development, and business leaders and create consistent communication cadence. assistance from Omodt & Associates Add InTouch email alert for Construction Consider whether to add new category of Water March - Woodbury System or utilize 2023 and 2024 Roadway Rehabilitation Update with county on projects, road Develop communication cadence to keep updated. March - Woodbury construction Add section to CCR (Drinking Water Redesign CCR to include PFAS information and other March – Woodbury with Report) to address PFAS/New WTP water quality information. assistance from AE2S Consider Construction Mascot contest at Framework to create a mascot that can be movable to March – Woodbury with YMCA for youth signal construction activity. assistance from AE2S Write column for City Update Possible content includes softening and rate January-March – AE2S and adjustments as they relate to WTP project or CDS well Woodbury manifold project. Utilize content in other owned media. LCRR Sampling Outreach Communication on sampling and lead service line Jan – Woodbury with reporting, including documentation. assistance from AE2S Tactics and Schedule 2023 – QUARTER 2 TACTIC DETAIL DATE/RESPONSIBILITY Design construction signage and general Create signage plan - large construction signage April – AE2S and Woodbury knowledge signage (traditional and digital) for pipeline construction, potential construction mascot incorporation. Signage in park/trails in high traffic area to alert of residents of upcoming construction. Educational events/business and Educational session and opportunity for question and March/April – Woodbury with neighborhood meetings answer based on pipeline and road construction. assistance from Omodt & Associates Promote where to find construction Based on audience communication habits in Discover April - Woodbury information/encourage signups Section results. Create Construction News programming News like videos that give construction updates, must- April – Woodbury with have information that can be shared on all owned assistance from AE2S media. Also, use format to celebrate completions, openings, etc. Editorial meetings Discussion of relevant topics and messaging. April - Woodbury YMCA communications Group discussions, posters and materials. May – Woodbury with assistance from AE2S Library communications Group discussions, posters and materials May - Woodbury with assistance from AE2S Connect with environmental stewardship Provide educational information related to May - Woodbury group environmental benefits. Write column for City Update Possible content includes well completions and April/May, June – AE2S and upcoming pipeline construction. Utilize content in other Woodbury owned media. Tactics and Schedule 2023 – QUARTER 3 TACTIC DETAIL DATE/RESPONSIBILITY Pop-up kiosks and neighborhood meetings Pop-up kiosks at events already planned to provide July/August – Woodbury with opportunities to engage and educate. assistance from Omodt & Neighborhood/business neighborhood meetings Associates associated with any construction impacts. Continue updates on owned media Update website, updates on social media, and other July-August – Woodbury with owned media to discuss construction. assistance from AE2S Identify neighborhood and social media Provide key facts and information to disseminate up to August - Woodbury champions date information. Place signage based on construction Identify and place key signage. August – Woodbury with schedule assistance from AE2S and Contractors Connect with pipeline contractors to Meet with contracts to establish lines of August - Woodbury coordinate internal communications communication, protocols, etc. Write column for City Update Possible content includes conservation at it relates to July-August – AE2S and project, funding and financing update, upcoming Woodbury pipeline construction. Utilize content in other owned media. Update communications plan Re-evaluate schedule and project updates to adjust August rolling year tactics and schedule. Tactics and Schedule 2023 – QUARTER 4 TACTIC DETAIL DATE/RESPONSIBILITY Continue updates on owned media Update website, updates on social media, and other October-December – owned media to discuss construction. Woodbury with assistance from AE2S Write column for City Update Possible content includes construction schedule, year October, end wrap up and look ahead for the project. Utilize November/December – AE2S content in other owned media. and Woodbury Situational Communication 08 PEAR (People, Environment, Asset, Reputation) Observations People Primary Audience – Woodbury residents – have a Environment very positive view of their local government operations and take pride in their community. This positive view is something that is both something to protect and to promote as a way to move forward. Asset The Woodbury staff leadership likewise enjoy positive reception from the public. They are regularly interfacing Reputation with the public, they are not hidden bureaucrats, rather they are seen as talented professionals who can be trusted to do the right thing. Situational Logistics Communicating in the Moment We will live our mission, vision and values; we will be mindful of the ‘Woodbury Way’ in our approach in good times and bad: professional, prudent, collaborative, and community-focused. Our North Star remains: Woodbury is a well-run city with smart, dedicated staff who are practical-minded professionals with deep technical expertise who can be trusted to proactively manage the situation before them. We will consider tone a strategy: Our tone will be calm/measured, factual/transparent, collaborative We will remember those audiences who are most important to us: our residents, our staff, our partners We will move to define our issue, move our message first, be transparent in providing information, and be ensure we reach all audiences in a manner that meets their needs. Logistics Primary message platform for situational events: When information and message need to mesh in the first hour of an emergent issue, the message platform will stay true to Woodbury values, focus on the primary message platforms above, and use a mix of response-based messages (i.e., directly related to the issue at hand) and visual messaging to show where an issue may arise. Primary naming conventions: In all situational communications, naming conventions will be used to ensure the proper focus and context to the issue, the location, or the topic needed. Primary messaging for action or inaction: All situational communication should have a 'call to action' direction to it, telling our primary audiences what we want them to do, to not do, or to continue to let us do. Along with the call to action, there should be a timeframe and place (digital or actual) given for more updates. Measurements 09 SMART Goals SMART goals are specific, measurable, achievable, realistic, and time bound. These SMART Marketing Goals are developed to measure tactics that support the overall goals. Measurements will be reviewed quarterly. Type Measurement Goal Website Average visitors to • Number of visitors and length on pages. woodburymn.gov//Water • Correlations between advertising information hub and visitor spikes. Social Media Engagement and frequency of water • Consistent engagement and audience related posts reach. Engagement Events Attendance/questioning • Consistent attendance based on total audience size. (I.E. - good attendance on virtual listening session in 30+ people). • Favorable responses to question and answer sessions. Media Coverage Various media tracking tools • Coverage consistent with news releases and preferred messaging. • Neutral and positive soundbites and messaging from spokespeople. Media Sentiment Zencity media tracking • Neutral to positive ratings. State and Federal Partnerships Interactions • Positive interactions that move funding forward more expeditiously. • Additional captured funding opportunities. • Positive regulatory oversight. Internal Communications Key internal actions • Key staff feel well informed and able to answer questions about the project. • Regular informational meetings.