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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 />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 />© 2014 National Research Center, Inc. Page 23 <br />