For more than 10 years, Kaneen was the lead public outreach consultant for Sun Link, Tucson’s largest and most complex construction project in the City’s history. Critical to the success of this project: engaging diverse audiences in new ways to clearly communicate Sun Link’s benefits. Outreach tools and tactics strategically evolved as Sun Link moved from preconstruction to passenger service.
Strategic Planning & Implementation
Kaneen and the Sun Link team created the PIP, a written public involvement plan that documents the how, who, what and why of outreach for funding authorities, elected officials and oversight representatives. As Sun Link progressed over 600+ days, the PIP evolved, as well as target audiences and outreach tools.
An Evolving Public Education Campaign
Sun Link’s campaigns focused on educating the public about the changes, challenges and benefits of the streetcar at each phase of the project. Answering “What does this mean to me?” and “How can I learn more?” guided the outreach team from preconstruction to groundbreaking to construction to system testing and the first day of service. Streetcar StreetSmart and How to Ride campaigns incorporated video, fact sheets, social media, eblasts, direct mail and special events.
Celebrating project milestones telegraphs progress, boosts morale and offers a fun way to engage people. Kaneen – along with elected and appointed official officials from local, state, and federal agencies, UA, neighborhoods, City of Tucson, RTA and more – planned and hosted Sun Link events: TIGER Grant Award, construction kick-off and name reveal; final track weld to connect east & west loops, first Made in
America streetcar vehicle arrives, end of construction, final streetcar arrives, dedication of the Sun Link Operations Center, district ribbon cuttings and Grand Opening, and Free Ride Weekend.
Website & Social Media
Because of Sun Link’s scope, its website was the City’s first standalone for a project. We loaded it with a simulation, how-to videos, route maps, infographics and fact sheets. A project eblast went out every Friday and before special events and was linked to the Sun Link FB page and Twitter.