Brand Development, Digital Media
Redistricting Pasadena
About the
project
Date
May 2021 - December 2021
Client
City of Pasadena, City Clerks Office
Project Categories
Share
Redistricting Pasadena Campaign
Every ten years, local governments use new census data to redraw district lines to reflect how local populations have changed so that each district is substantially equal in population. This process, called redistricting, is important in ensuring that each city councilmember represents about the same number of constituents. In Pasadena, the City Charter Section 1201 (DISTRICTS) designates the City Council to establish the seven Council Districts of the City. Redistricting is done using 2020 U.S. Census data, community input, and Redistricting Task Force recommendations. Our team worked with the City’s Clerks office to develop an outreach program for Pasadena referred to as Redistricting Pasadena.
- Developed a work plan that includes community outreach for Pasadena's diverse population and community engagement strategies. All strategies and tactics took into account Pasadena's diverse population and ethnic communities. The work plan addressed African-American, Latino, Asian-American, and Armenian communities. In addition, marketing collateral materials were provided in English, Spanish, Armenian and Cantonese. These languages were chosen based on population and State of California redistricting guidelines.
- Our team implemented the work plan and outreach strategies
- Participated in collaborative meetings with Redistricting Commission, Demographer, Consultants and City Staff
- Developed a consistent key message and talking points for engaging with ethnic communities in multiple languages
- Designed and created the brand identity for Redistricting Pasadena
- Developed outreach flyers, social media campaign, email flyers, and outreach materials in Spanish, Armenian, and Cantonese (required language translation for Pasadena)
- Offer translation services at community workshops, delivered bilingual presentations
- Community outreach and engagement for Latino and African American populations and empowering ethnic communities to participate in the redistricting process, especially for those not civically engaged
- Allegra engaged with community stakeholders, neighborhood associations, communities of interest, local churches, community-based organizations, and entities to invite all residents to participate in this historic process
- Provided education and increased community awareness, facilitated over seven (7) bilingual community workshops, and invited residents to become civically engaged Collaborated with the City Clerk and Redistricting Commission to plan and organize community workshops
- Outreach Plan included a media schedule for social media, the printing of direct mailers, and news media
- Delivered workshop presentation, managed onsite welcome table, and prepared workshop reports
