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Strategies to Improve Communities <br />A Case Study in New Program Evaluation <br />Greeley, Colorado <br />Greeley, Colorado has created a new image initiative <br />and campaign called "Greeley Unexpected." (See the <br />Educate section for more information on the <br />initiative.) The initiative did not come cheap. The <br />intent was to go big — to change the perceptions that <br />(at least) Coloradans had about Greeley. After the <br />initiative had been running for several months, <br />stakeholders were getting antsy to know if their <br />investment was paying off and City staff needed data <br />to help determine the direction for the 2014 <br />campaign. So City staff, working with NRC, designed <br />and put in the field a survey for residents and non- <br />residents to determine the reach and effectiveness of <br />the first year's campaign. This research was at least <br />as much to keep stakeholders (including funding <br />decision makers such as the City Council) in the loop <br />about the City's attention to the big evaluative <br />question ("Have perceptions of Greeley improved?") <br />as it was to determine the answer to the question. <br />Greeley <br />Unexpected <br />Yes, No, Maybe <br />°alter 413 <br />Now that we're five months into the Greeley Unexpected campaign, everyone wants to know: have <br />perceptions changed about Greeley? <br />We're waking on getting that answer for you. A marketing reeearch team is currently Surveying <br />folks with questions, such as: <br />• Has your opinion of Greeley improved/stayed the same/declined over Mettle past six months? <br />• How important is k for Greeley to promote itself as a location for <br />business/shopping/recreation/entertainment? <br />Once the results are in, well be sum to let you know. Based on the answers, we'll start <br />planning for next year as Greeley's City Council has approved funding for the campaign in 2014. <br />The answer to the question has come with extensive <br />and robust inquiry that has relied on surveys of <br />residents and those from out of town. <br />With the results hot off the research report, this is <br />how Greeley released the findings — a fitting way to <br />reinforce the new brand! <br />Greeley .. . <br />Unexpected <br />The Campaign —It's Working! <br />Surveys show the Greeley Unexpected imhative has made a positive impact on what people think <br />about Greeley! <br />• 39% of Greeley residents who responded to the survey said then opmon of the city improved as <br />a result of seeing the Greeley Unexpected ads or announcements <br />• 35%of residents sand they learned something new about the community <br />• 39% of Metro Denver. Colorado Springs and Fort Collins residents also said their opinion of <br />Greeley Improved <br />Thank you to the puny incredible people who care about Greeley and want to see our city <br />thnve! Weve already started planning for 2014. so stay tuned for new campaign developments. <br />© 2014, National Research Center, Inc. Page 25 <br />