Rockingham: Our City, Our Future
Community Engagement Program
Communication Plan
Updated November 2012
Rockingham: Our City, Our Future
CEP Communications Plan
TABLE OF CONTENTS
1.0 BACKGROUND ……………………………………………………………………………………………………….3
1.1 Executive summary…………………………………………………………………………………….. 3
1.2 Project Planning to-date………………………………………………………………………………. 4
1.3 Rockingham’s demographics and key communication considerations……………….. 4
1.4 Project Branding – Our City Our Future …………………………………………………………. 4
2.0 COMMUNICATION OBJECTIVES…………………………………………………………………………………..5
3.0 STRATEGY…………………………………………………………………………………………………………….5
4.0 KEY MESSAGES ……………………………………………………………………………………………………..6
5.0 COMMUNICATION TOOLS ………………………………………………………………………………………….7
5.1 Postcard ……………………………………………………………………………………………………. 7
5.2 Website……………………………………………………………………………………………………… 7
5.3 Online Survey…………………………………………………………………………………………….. 8
5.4 Social Media………………………………………………………………………………………………. 8
5.5 Stakeholder letters ……………………………………………………………………………………… 8
5.6 Advertisements…………………………………………………………………………………………… 8
5.7 Media releases …………………………………………………………………………………………… 8
5.8 Fact sheets………………………………………………………………………………………………… 8
5.9 Letters to Stakeholders ……………………………………………………………………………….. 9
6.0 KEY STAKEHOLDERS……………………………………………………………………………………………….9
6.1 External stakeholders………………………………………………………………………………….. 9
6.2 Internal stakeholders …………………………………………………………………………………. 10
7.0 IMPLEMENTATION SCHEDULE………………………………………. ERROR! BOOKMARK NOT DEFINED.
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1.0 BACKGROUND
1.1 Executive summary
The City of Rockingham is seeking to proactively communicate with the community in the
development of a Local Planning Strategy (LPS) that will guide the long term land use planning
of the City to 2031 and beyond.
Involving the community and raising awareness of the LPS process is critical in developing a
successful land use plan that reflects a shared community vision and set of aspirations for the
future generation of Rockingham.
As part of an initial Community Engagement Program (CEP), ConsultWG has prepared a
Communication Plan, which will assist the project team with the coordination and management
of communication activities during the ‘Community Awareness & Feedback Phase’ and reengaging the community via the ‘Outcomes and Next Steps’ phase of the project.
This plan identifies key messages, project milestones and sets out how and when
communication will occur. It is a living document and will be regularly updated to reflect
outcomes from internal and community workshops, research and the needs of the developing
project. This plan reflects the City’s commitment to open and transparent communication with its
residents.
A wide range of communication initiatives will be implemented to support the two key phases of
the consultation process 1. Community Awareness & Feedback Phase (October /November), 2.
Outcomes and Next Steps Phase (December/January). Communication for the ‘Community
Awareness and Feedback’ phase will provide a strong call to action and highlight opportunities
for people to get involved and have a say. These initiatives include:
• Production and distribution of a community survey available online, council and local
libraries;
• Letters and emails to the community stakeholder groups;
• Establishment of a webpage on the City of Rockingham website, displaying clear and
easy to understand information on the LPS and how to have a say;
• Provision of an online forum to encourage broad community input;
• Development of discussion papers and factsheets uploaded to the dedicated webpage
to provide the community with ongoing information about the intent of the LPS;
• Advertisements and advertorial in local community newspapers highlighting
opportunities for community members to get involved in the LPS process;
• Printed media and display material to provide up-to-date information; and
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• Development of a series of regular media releases with key messages for publication in
local community newspapers.
All communication materials will be prepared in accordance with the City of Rockingham’s
Communication Guide.
1.2 Project Planning to-date
The project has already commenced with a needs assessment and a number of internal
stakeholder forums. Outcomes from the Internal Officer and Councillor workshops have
confirmed the focus of planning issues to be explored with the community during this early initial
consultation phase and these will be reflected in supporting communication material.
1.3 Rockingham’s demographics and key communication considerations
In line with the Beckwith Community Engagement Program Strategy, appropriate and targeted
communication tools will be implemented to take into account the following demographics:
• In 2006, almost 60 per cent of Rockingham dwellings had internet access which would
indicate many residents would embrace the use of online methods to access information
and have a say on the project.
• With a population of more than 107,000 and a geographical spread of some 260km,
residents may feel more attached to their suburb. Communication will target residential
areas though resident association newsletters, school newsletters, and personal contact
with key community leaders.
• Rockingham has a high number of young families. Family demands might make it harder
for those residents to attend face-to-face forums and more convenient to rely online or
communication to stay informed and engaged.
• The City of Rockingham has a growing number of Fly in Fly out workers and shift workers.
Offering an online forum would provide an appropriate avenue for being involved and
giving the Council feedback.
1.4 Project Branding – Our City Our Future
Whilst no formal branding had been established for this project to date it is recommended that
an appropriate branding tag line is utilised in all print and on line media. As agreed with the
project team – the tag line “Our City Our Future’” will be used to ensure consistent
communication and create community identity with the project. This tag line will also be used as
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a secondary or primary tag for communication specific tools to further highlight planning topics
and key issues i.e. ‘‘Our City Our Future | Baldivis Community Workshop’.
2.0 COMMUNICATION OBJECTIVES
The objectives for the Rockingham Local Planning Strategy CEP Communication Plan are as
follows:
• to proactively engage with community to maximise awareness and participation in the
first stage of the Local Planning Strategy process;
• to provide clear, timely and relevant information to stakeholders and the community;
• to provide information about the Local Planning Strategy project at all levels to engage
a wide range of community from browsers to the attentive;
• to generate interest and attendance at the community workshops and public display;
and
• to actively and consistently communicate key project messages.
3.0 STRATEGY

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4.0 KEY MESSAGES
The following key messages have been developed by ConsultWG to ensure clear and consistent
information regarding the Local Planning Strategy process and will underpin all communication
material during the ‘Community Awareness’ phase of the CEP.
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• The City of Rockingham is preparing a Local Planning Strategy to guide planning and
development of the City over the next 20 years and beyond. It will also provide a blue
print for a new town planning scheme.
• Titled Our City Our Future – the Local Planning Strategy will build upon the community
vision identified in the City’s ten year Strategic Community Plan, and will assist with
Rockingham’s evolution into one of the safest, move liveable and sustainable Cities in
the nation.
• The Local Planning Strategy is an important project for the whole community and the
City is inviting everyone who lives, works or plays in Rockingham to have a say on
shaping the future of Rockingham.
• Community input is critical in developing a Local Planning Strategy that reflects a shared
community vision and a set of aspirations for the future generation.
• Whether you have a few minutes or a couple hours, it’s easy to have a say…
5.0 COMMUNICATION TOOLS
5.1 Postcard
A postcard launching the Our City Our Future project to be sent to every household in
Rockingham. The postcard will display the project title Our City Our Future and outline how
people can participate and highlight the webpage address for further information. It is suggested
a creative concept is developed aimed at encouraging the community look forward 20 years in to
the future of our City. It is recommended postcards are also distributed to key community venues
for maximum awareness.
5.2 Website
In line with the Beckwith CEP Strategy, a webpage will be created to provide the broader
community with easy and reliable point of access throughout the consultation process. This page
will host all the latest information on the LPS process and opportunities to get involved. It has
been agreed with the Project Team the URL for the webpage will be:
www.rockingham.wa.gov.au/OurCityOurFuture.com.au
This webpage will be a living page, enabling the community to keep up-to-date and involved in
the project. In addition, it will provide a direct link to an online survey for the duration of the initial
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consultation phase (up to 26 November). Copy to be prepared by ConsultWG in consultation
with the City, uploading and web page design by the City of Rockingham.
5.3 Online Survey
It is recommended an online survey is established through Survey Monkey and made accessible
via the webpage. This will provide the community with a quick and easy method with which to
give feedback on key planning issues.
5.4 Social Media
Information about the LPS process / how to have a say to be posted on the City’s social media
page and regularly updated as the project progresses. Copy to be provided by ConsultWG with
uploading and monitoring by the City.
5.5 Stakeholder letters
Letters of invite will be sent to the community stakeholder groups in October to formally
introduce the LPS project, provide an overview of the consultation process, contact information
and details of the community workshops.
5.6 Advertisements
A half page advertisement inviting the broader community to get involved and attend community
workshops will be developed by ConsultWG and placed by the City of Rockingham in the Sound
Telegraph and Weekend Courier local papers at least two weeks prior to the first community
workshop (see attached implementation schedule for suggested dates).
This advertisement will be designed by Media Engine to reflect the Our City Our Future
branding.
5.7 Media releases
Media releases will be developed during the ‘Community Awareness’ to introduce the
consultation process for the Local Planning Strategy and will highlight a strong call to action /
opportunities for community participation. A media release will be developed following the
consultation activities to re-engage the community and outline the next steps for the project as
well as highlight key emerging themes from the first round of consultation.
The City of Rockingham will be responsible for providing all responses to media enquiries
relating to the Local Planning Strategy process.
5.8 Fact sheets
As agreed by the Project Team, the City in conjunction with ConsultWG, will prepare factsheets
on the common planning themes: Housing, Heritage and Environment, Employment and
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Economic Development and Community Health and Wellbeing to provide the community with
helpful information to aid comments on the LPS.
Information for the factsheets would be provided by the City of Rockingham Strategic Planning
team and prepared by ConsultWG in easy to understand terms.
It is recommended these factsheets are professionally designed and branded as Our City Our
Future factsheets in keeping with advertising and the webpage. The factsheets will be created
as a PDF and uploaded to the Our City Our Future webpage and would also be available in hard
copy at the workshops and Rockingham Community Fair public display.
5.9 Letters to Stakeholders
Letters to raise awareness of the first stage of the Local Planning Strategy process and highlight
opportunities to get involved will be prepared throughout the initial consultation phase and
distributed to key community groups such as residents associations newsletters, schools, FIFO
Families and other key stakeholders.
6.0 KEY STAKEHOLDERS
6.1 External stakeholders

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Further details to be provided as part of stakeholder participant list.
6.2 Internal stakeholders

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7.0 IMPLEMENTATION SCHEDULE

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