HUDSON COUNTY FERRYSERVICE EXPANSIONASSESSMENT Branding Guidelines
and Public Engagement Strategy
Outline
1. Branding Guidelines
2. Public Engagement Strategy
a. Methodology
b. Creative Resources
c. Engagement
Logo + Title
Arial pt. 28
all capital lettering
single-spaced
.8” x .8”
square logo
HUDSON COUNTY
FERRYSERVICE EXPANSION STUDY H F
spacing equivalent to one character
scale to any size
HUDSON COUNTY
FERRYSERVICE EXPANSION STUDY
Logo + Title
HUDSON COUNTY
FERRYSERVICE EXPANSION STUDY
Full color: use of any color in palette on white surface
HUDSON COUNTY
FERRYSERVICE EXPANSION STUDY
B&W: use black on white surface to prevent grayscale
HUDSON COUNTY
FERRYSERVICE EXPANSION STUDY
Overlay: use white with a Deep Blue drop shadow over any image
Color Palette
Skyway Blue
R:51 G:51 B:204
HEX: #3333cc
Deep Blue
R:0 G:51 B:204
HEX: #0033cc
Golden Pink
R:255 G:153 B:153
HEX: #ff9999
Twilight Blue
R:102 G:102 B:204
HEX: #6666cc
Hudson Blue
R:51 G:102 B:204
HEX: #3366cc
Cool Pink
R:255 G:204 B:255
HEX: #ffccff
R:0 G:0 B:0
HEX: #000000
R:255 G:255 B:255
HEX: #ffffff
Methodology
Logistic Factors
Social Distancing •Accessibility for consultants, staff • Limited capacity
Creative Inspiration
Waterway • Open sky • Sun sets over New Jersey
Execution Workflow
Public Outreach Plan • Golden Circle of Online Engagement
Creative Resources
Branding Guidelines
Powerpoint Template
Website Flyers + Factsheet
Image Gallery
Logo + Icons
Social Media
Mailchimp Template
Engagement: Stakeholder Profiles
Ferry Providers The Public GovernmentAgencies NYWaterway NYC Ferry Existing ferry customers Water-near residents Advocates Riverkeeper Freeholders Municipalities
transit systems
Other
Engagement Strategy
Key Elements
TAC & Intergovernmental
Municipal emails
Partner Social Media
Reach their audience
Hudson CountyAccounts
Twitter & Instagram Phased
Approach
Aware Informed Engaged 90:9:1 Rule ofThumb
Partner Social Media
Use existing network instead of starting from scratch
Request 3-4 posts from each partner:
LateApril Get updates on Ferry Study: Subscribe to Newsletter
May What do you want from our ferry network? Sign guestbook
July Complete survey
Provide all content with “Share toTwitter” links
● Will need to host all social media materials on website
May -August 14
Hudson CountyAccounts
● Create Facebook Page for Ferry Study
● Use PartnerAccounts and HudCoTwitter + Instagram
August 15
● Use Census accounts to promote Ferry Study
Engagement Strategy
Website Similar to JFK Study
Newsletter
Mailchimp - 5 prepared emails
Streamline social media to one platform
Flyer + Factsheet
Streamline social media to one platform
Informed
Aware
Engaged 90:9:1 Rule ofThumb
Website
Homepage: guestbook is first button “What do you want from our ferry network?”
Footer (all pages): Survey
Recommended tabs:
● About
● Our Partners (i.e.TAC, Municipals, etc)
● Survey
● Submit a Photo
● Bold: Get Updates (link to newsletter)
Social media links-to-share
Website template selected by Archana
Newsletter
Newsletter Last chance! Status Update Announce photo contest winner Last chance to fill out survey + guestbook 3 Feedback! Status Update Photo Contest voting begins Survey + Guestbook 2 Introduction Announce Photo Contest Survey + Guestbook 1 Share + Opt-In Original email to be forwarded to network with Opt-In to Newsletter Introduction Survey 0 Thank you Final Status Update Stay Connected for more studies from the Division of Planning 4
Engagement Strategy
Survey Similar to JFK Study, Collect emails (optional)
Aware
Informed
Engaged
90:9:1 Rule ofThumb
Photo Contest Coordinated on Facebook
Guestbook Virtual replacement for JFK Study poster
Meetings
Public Meeting
10 Questions
Survey
To be discussed:
● How will it be hosted? Google forms or Esri?
● Demographic questions?
Photo Contest
● Hosted on Facebook
● No cash prize. Will be featured and credited in the Ferry Study.
Guestbook
● We don’t have to call it a “guestbook” (just referencing a website feature)
● Collect first name and email address (possible link to facebook)
● Add emails collected to newsletter
● Explore third-party commenting system + monitoring
Thanks!