Local duo to tackle Winslow communication plan

February 24, 2011 6:31 pm
Puget Sound Energy crews worked Wednesday to remove and replace the utility poles as part of the Winslow Way reconstruction project. All of the existing poles between Ericksen and Madison avenues will be replaced to improve sidewalk access when reconstruction is complete. Businesses and residents will be notified when to expect lengthy power outages during pole replacement.
Puget Sound Energy crews worked Wednesday to remove and replace the utility poles as part of the Winslow Way reconstruction project. All of the existing poles between Ericksen and Madison avenues will be replaced to improve sidewalk access when reconstruction is complete. Businesses and residents will be notified when to expect lengthy power outages during pole replacement.

Local business owners will have a couple of familiar faces to rely on for communication about the fast-approaching Winslow Way reconstruction project.

Former Winslow business owner Sarah Wen and Winslow resident Michael Read of the Seattle communication firm ReadWagoner were selected Tuesday to orchestrate the $40,000 communication plan.
Wen and Read have less than two weeks to get their project launched after the city and construction firm moved up the starting day to March 7.

“While it’s all going to happen very quickly, Michael and I have good expertise in e-marketing and building a website. So we are nimble and ready to act quickly,” said Wen.

Wen and Read were selected to assist in developing and implementing the Winslow Way Reconstruction project communications plan. The $40,000 communication budget was allocated in 2010. While still in the midst of contract negotiations, the team has already branded its plan “Winslow Street Smarts” and expects to have a website and information launched within the next 10 days.

Wen, who previously owned the clothing boutique Kennedy and Kate next to Blackbird Bakery, knows the plight of businesses downtown.

“I know what it feels like to be a merchant on the street and wonder what’s going to happen to your business,” said Wen. “I know many might not love the project, but by and large the sentiment in the merchant community is that they want to be helpful, participate and stay informed.”

The project will begin as early as March 7 with construction crews on the ground replacing the underground utilities until October 2011. Incentives are in place to get the core of the project – Winslow Way, from Ericksen to Madison avenues – finished by July 4.

Wen created the award-winning “Think Bainbridge: Buy Local” campaign as a Bainbridge Island Downtown Association board member.

“I think the city made a very good choice in selecting Sarah and Michael,” said Andrea Mackin, director of operations and marketing for Bainbridge Island Chamber of Commerce.

“Sarah has the trust of our downtown merchants, and really understands what is important from a retailer’s perspective and Michael has excellent professional communication experience,” Mackin said. “Michael’s historical awareness of the project is also important in terms of anticipating specific sensitivities around Winslow Way reconstruction.”

Read, who commutes to Seattle where his firm is based, worked with the city back in 2007-2008 on design work when the Winslow Way project was a much larger streetscape improvement project dubbed Winslow Tomorrow. Along with business partner Marcia Wagoner, Read has project experience with other municipalities, including Chelan County, Seattle and King County.

The Wen/ReadWagoner partnership spent two hours Wednesday discussing the general project scope. The team plans to create a cohesive brand for all communications with a recognizable logo to alert the community to information.

The website will have construction information, promotional materials, a business directory and free advertising space for downtown shopkeepers. The outreach campaign will include weekly flyers, newspaper ads, ferry slides, email, social media, blogs and web ads/coupons. Wen said she wants to create some interactive activities and events such as communal dinners on the street and promotional events.

“We also want to provide additional resources and structure for business owners to implement new marketing ideas to pepper in throughout construction,” said Wen.

Business owners will be invited to do one-on-one consultation with the communication team.

Project Manager Chris Wierzbicki added that if more money becomes available through the $50,000 U.S. Department of Rural Development grant the city applied for, the city might be able to bolster those plans with additional initiatives, such as financial planning or marketing help to last even after the project is completed.

The city will be notified in late March if it is selected for the grant.

“I think this gives us an opportunity to breed some goodwill with both the business and general community,” said Wierzbicki. “Just to energize downtown and keep people focused on downtown as a place to continue shopping, not a place to avoid.”

Wierzbicki said the city has a hot line number it will disperse to the public for anyone needing direct answers related to the project, and will also provide a designated construction support person on the ground for business owners needing direct contact.

The city is holding another informational coffee hour at 8:30 a.m. March 16 at City Hall, where more information will be provided.