Communication Plan

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Communication Plan

Page 1 of 10

Project: INF10 - Murwillumbah to TRAG Rail Trail Pilot Project Unit: Planning and Infrastructure

Directorate: Engineering

Prepared by: Leon McLean Responsible Officer: Leon McLean

Date: v1: 1 April 2014. v2: 27 May 2014. v3: 25 September 2014

Visit the Communications Toolbox for a wide range of templates to assist your project.

Delivery Program / Operational Plan

Civic Leadership

Supporting Community Life

Strengthening the Economy Caring for the Environment

Strategy Number: 2.4 Item Number: 2.4.3

Community Engagement Strategy

View Council's Community Engagement Strategy for assistance with definitions.

Impact of Project (please tick one only).

Shire-wide / High Impact: Strategic plans, major projects and resource issues.

Shire-wide / Low Impact: Management Plans and Policy Development, minor projects and major projects with limited impact.

Locality Based / High Impact: Locality improvement and site specific matters and events or small audience numbers in comparison to the Tweed population.

Locality Based / Low Impact: Council service / program planning and delivery.

Stages of engagement for this project (please tick one only)

Inform - Keep the community informed about the project.

When a project involves one-way communication that requires straight forward awareness/promotion consider using the Quick Communication Checklist, rather than a full communication plan.

Consult and Inform - Listen to community members, consider their ideas and concerns and keep them informed.

Involve/Collaborate, Consult and Inform - Work with community members so their ideas, concerns and aspirations are considered.

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Communication Plan

Page 2 of 10 Introduction/Background

Council has committed $275,000 in 2014/15 to develop a project to convert the existing rail corridor from the Murwillumbah railway station to the Tweed Regional Gallery into a trail for cyclists and pedestrians.

While the Murwillumbah to Tweed Regional Gallery Rail Trail will address an existing need for a pedestrian link to the Art Gallery, it is hoped the project will also provided added impetus for a much longer rail trail along the rail corridor from Murwillumbah to Yelgun and into neighbouring local government areas.

It is proposed the initial 2.5km section would serve as a pilot for a Northern Rivers Rail Trail between Murwillumbah and Casino, to serve as a major tourism attraction and for commuting and recreation for Northern Rivers communities.

Train services on the Casino to Murwillumbah branch line ceased in April 2004. In 2013, Transport for NSW released a Casino to Murwillumbah Transport Study which concluded "reinstating rail services will not meet the existing and future public transport needs for the region". The Transport Study also noted the "line has many attributes that can make a rail trail successful".

Council's May 2013 meeting acknowledged the findings of the study and resolved to "actively support and promote the establishment of a rail trail on the Casino to Murwillumbah rail corridor, particularly the section extending south from Murwillumbah".

In November 2013, the Department of Premier and Cabinet, appointed Arup Pty Ltd to undertake a scoping study to investigate converting the corridor into a rail trail. The results of the feasibility study were released in June 2014 and found:

1. The regional rail trail would cost approximately $75.5 million

2. At the predicted visitation levels the rail trail would be financially viable

Following the release of the feasibility study, the Deputy Premier asked Infrastructure NSW to assess whether this rail trail should be considered for some level of Government funding. The outcome of this assessment is yet to be announced.

Council has recognised the economic and community health benefits a rail trail would bring and has proactively supported the initiative. Council officers have liaised with the main community lobby group, the Northern Rivers Rail Trail Inc, and Council has invested funds and resources into developing the Murwillumbah railway station to Tweed Regional Gallery pilot project.

NSW Rail legislation is not conducive to establishing rail trails, so none have been established on public rail corridors in NSW. The NSW Government is currently considering a proposed amendment to the Transport Administration Act 1988 that would allow disused rail corridors to be used for rail trails and the Murwillumbah to TRG pilot project has strong potential to be the first rail trail on NSW public land . Tweed Shire Council is the most supportive and proactive of the Rail Trail concept of the four councils that straddle the Casino to Murwillumbah line and has finalised designs for the pilot stage.

A Planning Application will be lodged for the project and this process will include advertising and notification of adjacent landowners. However, Council will engage further with the community, to inform the public about the pilot project and how it relates to the proposed Northern Rivers Rail Trail, encourage support and address community concerns. Strong and evident community support will be vital to gain state government approval and financial assistance for the project.

In particular, landowners adjacent to the rail corridor are likely to be concerned about trespassing, and related issues, on their properties. Planning for the rail trail pilot project, including the trail design, includes measures to minimise the potential for trespassing. However, the experiences of other similar rail trails around the world have shown vandalism and associated antisocial behaviour has not been an issue.

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Communication Plan

Page 3 of 10 Communication Objectives

• Enhance community awareness and support for the Murwillumbah to Tweed Regional Gallery Rail Trail pilot

• Enhance community awareness and support for the Northern Rivers Rail Trail

• Allay concerns of landowners along the rail corridor in South Murwillumbah

• Increase Tweed business community support for the Murwillumbah to Tweed Regional Gallery Rail Trail pilot and Northern Rivers Rail Trail

Key Messages .

• The Murwillumbah to TRAG Rail Trail will improve pedestrian and cycling access to the art gallery, for the benefit of tourists and Northern Rivers residents.

• The project could be the first rail trail on public land in NSW, serving as a pilot for the rest of the state.

• The Murwillumbah to TRAG Rail Trail could bring a considerable injection of life and economic activity in South Murwillumbah

• A recent independent transport study found it was not economically feasible to restore train services along the Murwillumbah to Casino rail line, including a light rail service

• Much of the existing rail infrastructure would need to be replaced before a train servicer could resume along the corridor, so removing that infrastructure now for a rail trail would not endanger any long-term restoration of train services

• Creating a rail trail along the corridor would help ensure the land remained in public ownership

• The experiences of other rail trails in Australia indicate they do not bring an increase in crime, littering, burglary, trespassing or vandalism

• Reinstating rail services will not meet existing and future public transport needs for the region and patronage demand does not warrant the significant investment (in excess of $900 million) needed for a safe operational rail corridor.

Secondary messages .

• The Murwillumbah to TRAG Rail Trail will assist with efforts to make the Tweed community more active and healthy

• The rail trail will reactivate the corridor and create opportunities for bush regeneration and weed control

• Will boost non-motorised transport and help reduce greenhouse gas emissions

• Council officers are available to speak personally to any residents who have any questions or concerns about the rail trail.

Target Audience / Stakeholders Primary

• Tweed Shire residents

• Landowners along the rail corridor between the Murwillumbah railway station and Tweed Regional Gallery

• South Murwillumbah businesses

• Murwillumbah and District Chamber of Commerce

• Murwillumbah Resident and Ratepayers Association

• Bicycle user groups

• Northern Rivers Rail Trail Inc

• Councillors and Council staff Secondary

• Media Equity Stakeholders Tweed Shire Council NSW State Government

Federal Government (depending on the source of any grant funding)

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Communication Plan

Page 4 of 10 Issues Matrix

Issue Affected Target

Audiences Impact/Implication Mitigation Measures (optional section) Landowners along the rail

corridor between the Murwillumbah rail station and Tweed Regional Gallery have expressed concerns about trespassing on their properties.

Adjacent landowners Could incite community opposition to the project and the overall rail trail.

Potential to form a protest group.

Will meet directly with all property owners

immediately next to the rail corridor and will continue to liaise with them.

Project representatives will assure landholders that it will be less likely to cause trespassing or vandalism than the roads that pass by Tweed properties. While patronage numbers on the rail trail will be significant in boosting tourism and active recreation among Tweed residents, those numbers will be significantly less than the traffic on Tweed roads.

Landowners along the rail corridor between the Murwillumbah rail station and Tweed Regional Gallery have expressed concerns about trespassing on their properties.

Project representatives will listen to the landholders' concerns and, where suitable, incorporate measures into the project design to mitigate issues and their concerns.

Landowners along the rail corridor between the Murwillumbah rail station and Tweed Regional Gallery have expressed concerns about trespassing on their properties.

Project representatives will find landholders who support the project and highlight them as

champions of the initiative.

Give landowners a role where possible.

There has been a long- running anti-rail trail campaign by lobby group, Trains on our Tracks, which receives considerable media exposure.

Tweed residents TOOT lobbying could erode community and business support for the rail trail.

Campaign materials will address issues raised by TOOT's campaign information, including the findings of a transport study that it is not economically feasible to restore train services along the

Murwillumbah to Casino rail corridor.

There has been a long- running anti-rail trail campaign by lobby group, Trains on our Tracks, which received considerable media exposure.

Tweed residents TOOT lobbying could erode community and business support for the rail trail.

Project representatives will liaise with Northern Rivers Rail Trail officers to respond to media reports and letters by TOOT which campaign against the rail trail.

The existence of two concurrent projects - the pilot project and the larger Northern Rivers Rail Trail - could create confusion for

All People confused by the

potentially conflicting messages of two very similar and associated projects could become

Campaign information will carefully explain the two projects and how they relate to one another.

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Communication Plan

Page 5 of 10 some members of the

community.

resistant to the pilot project because they don't fully understand it.

There is a negative

perception of cyclists among some motorists, often enflamed by divisive media coverage.

Residents General negativity towards cyclists among some road users could, by association, lead to some opposition to the rail trail if it's perceived as an expensive facility just for cyclists.

Campaign material will emphasise the rail trail pilot is not just for cyclists, but would be used by pedestrians, young families, people with wheelchairs and other mobility devices, and horse riders.

Campaign material will emphasise the rail trail pilot will help reduce bicycle traffic on the roads.

Campaign material will emphasise the whole Tweed Shire would benefit from the increase tourism and economic boosts provided by the rail trail.

Timeline

This communication plan only covers investigations and planning for the Murwillumbah to TRAG Rail Trails.

Separate plans will be created for the construction, official opening and subsequent promotions of the Rail Trail.

A separate plan has been prepared for the full Murwillumbah to Casino Rail Trail.

The timeframe for this communication campaign is governed by the timing of a state government

announcement. The Murwillumbah to TRAG Rail Trail project is intended to be 'shovel ready' in time for an anticipated change in legislation, to enable rail trails, is passed. Key milestones and deadlines (identified in the Implementation Plan) for the project are:

• October 2014: Public exhibition of concept designs

• November 2014: End of public exhibition

• January 2015: Completion of detailed design

• January 2015: Finalise approval for design

• January 2015:Project is 'Shovel Ready' Budget

Total budget for communication activities is $10,000 (Ball park figure only. From INF10 budget) Itemised budget is detailed in the Implementation Plan.

Implementation Plan

Use the table on the following page to address your communication needs. Ensure a wide range of tactical tools/communication methods are considered to best target your audience. See Engagement Matrix for the tools to consider, work your way though the various stages of engagement as identified.

Evaluation

Discuss methodology for evaluating your project to see if the communication tools worked and your project was a success. Provide tangible outcomes where possible and always consider ways to measure and receive customer feedback both during an on completion of the project. See Communications and Marketing Toolkit.

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Communication Plan – Implementation Table

Dates/Schedules Target Audience Communication Method Distribution Methods Budget Action Officer

and Additional Comments

Page 6 of 10 Completed

June 2014

All Customer Contact Centre

• Update Corporate Knowledge Base

• Provide contact centre staff with copies of the fact sheets

•

Brief contact centre staff

•

Provide FAQs

Council's offices in Murwillumbah and Tweed Heads

Danny Rose Scott Green Sue Thompson

Completed June 2014

All Website

• Update website content

•

Provide FAQs

•

Attach pdf of factsheet

•

Provide link to Destination Tweed rail trail video on Council's YouTube page

•

Provide link to NRRT page

•

Provide link to website for existing rail trails in Australia and overseas

Web Craig Heyen

Leon McLean Scott Green

Completed 16/6/14 October 2014 November 2014 January 2015

All Tweed Link

• Articles

•

Release of feasibility study / Council response

•

Public exhibition of Murwillumbah to TRAC Rail Trail concept plans

•

Brief about end of exhibition of concept plans

•

Detailed designs finalised for Murwillumbah to TRAC Rail Trail

Distributed by Australia Post to 40,500 Tweed households

Michael Patterson Leon McLean Scott Green

As required All Advertising / features

• Paid advertising

• Relevant milestones

Paid advertising in Tweed Newspapers

Scott Green Leon McLean

Completed 16/6/14 October 2014

Media Media releases

•

Release of feasibility study / Council response

•

Public exhibition of Murwillumbah to TRAC Rail Trail concept plans

Distributed through Council's electronic subscription distribution network

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Communication Plan – Implementation Table

Page 7 of 10 November 2014

January 2014

•

Brief about end of exhibition of concept plans

•

Detailed designs finalised for Murwillumbah to TRG Rail Trail

October 2014

All Promotional material

• Updated brochure with finalised detailed plans

• Direct readers to website

Council officers Visitor information centres

Website Cycling events/clubs Walking clubs Tweed Regional Gallery

Michael Patterson Scott Green Leon McLean

Late 2014 All Onsite signage

• Promotional sign near Murwillumbah railway station

• Teaser about future rail trail

Onsite sign Michael Patterson

Scott Green Leon McLean Sign shop

As required All Council facilitated events

• Information stall at official opening of Arkinstall Park

• Teaser about future rail trail

Onsite sign Michael Patterson

Scott Green Leon McLean Sign shop Late 2014 Visitors to

Murwillumbah

Display at visitor information centre

• Long-term rail trail display at Rainforest Information Centre

• Updated brochure

• Direct to website

Display Scott Green

Leon McLean Sign shop

Completed May 2014 Ongoing

Large landholders along rail corridor

Personal briefing

• Invite large-area landholders to meeting with Project Manager and Director of Engineering

• Provide with existing brochure

• Provide with testimonials/websites/promotional information/ contacts from existing rail trails.

Personal briefing David Oxenham

Leon McLean

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Communication Plan – Implementation Table

Page 8 of 10 Completed

September 2014

Small landholders along rail corridor (residents and property owners)

• Door knock to each home by Project Manager and communications officer

• Invite to contact Project Manager for further information

• Provide with testimonials/websites/promotional information from existing rail trails.

Door knock to homes/business premises

September 2014

Murwillumbah Residents and Ratepayers Association

Direct mail

• Direct mail to association

Direct mail Leon McLean

Scott Green

September 2014

Completed March 2014

Murwillumbah District Chamber of Commerce

Direct mail

• Direct mail to chamber

• Advise about public exhibition of concept plan

• Direct to website Presentation

• Address chamber meeting

• Provide with updated brochure

Direct mail

Presentation

Leon McLean, David Oxenham, Barry Longland, or Bill Tatchell October 2014 South Murwillumbah

businesses

• Door knock to each business by Project Manager and communications officer

• Outline potential to increase activity in South

Door knock to business premises

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Communication Plan – Implementation Table

Page 9 of 10 Murwillumbah

• Direct to website Completed

June 2014

Cycling/walking groups

• Murwillumbah Cycle Club

• Tweed BUG

• Tweed Valley Triathletes

• Tweed Valley Mountain Bike Club

• Organised walking groups

Direct mail

• Direct mail to each group

Direct mail Leon McLean

Scott Green

Quarterly.

Ongoing

Cycling/walking groups Meetings by invitation

• Regular Council meetings with cycling group representatives

Meeting by invitation

Ongoing Northern Rivers Rail Trails

Meetings by invitation

• Regular Council meetings with NRRT

Meeting by invitation

Leon McLean David Oxenham Scott Green

Ongoing Council staff InsideOut

• Staff progress in developing designs for Murwillumbah to TRAC Rail Trail

Council's intranet and delivered to Council field staff with payslips

Leon McLean Michael Patterson Scott Green As requested Councillors Personal briefing

• Workshop to outline project update

Workshop Leon McLean

David Oxenham

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