Imagine the North Coast

There is no safe, universally accessible or convenient way for Cleveland residents and tourists to walk or ride their bikes from Cleveland City Hall to the shores of Lake Erie. Railroad tracks and a highway create physical and social barriers prohibiting communities from enjoying downtown Cleveland’s precious Great Lake. The North Coast Connector is a complex endeavor to bridge the divide. Its success hinges on overcoming historical gaps in public engagement, particularly among non-white, marginalized communities. Decades of urban development had often overlooked these voices and created even more physical divides, leading to deep-seated distrust and disengagement.

Our task was not only to inform the public about the project but also to foster meaningful participation and ensure that every Clevelander—regardless of background, income or access level—had a voice in shaping the future of Cleveland’s North Coast. Reaching these communities required a thoughtful, data-driven approach that addressed barriers to engagement, from accessibility issues to skepticism toward government-led initiatives.

For the Connector, a proposed land bridge, MurphyEpson worked with its prime consultant, Osborn Engineering, and partners Compass Consulting and Third Space Action Lab to develop a research-driven, community-centered outreach engagement strategy to rebuild trust. Instead of just asking the community to come to us to provide input – we went to where they lived, visited, gathered and played. For the North Coast Master Plan, we also collaborated with NYC-based Field Operations, a world-renowned planning and architectural firm. In both cases, we partnered with the City of Cleveland, ODOT, NOACA, Greater Cleveland Partnership, and more than 20 local organizations to select a name for the initiative, create the logo system, shape the messaging and develop the engagement strategy. Recognizing that traditional methods alone wouldn’t be enough to reach historically underrepresented communities, we implemented a diverse engagement approach that included sharing information and seeking input at grocery stores and community events, culturally tailored communications in multiple languages, and a mix of in-person and digital engagement approaches. ThirdSpace Action Lab hosted community conversations. Compass facilitated focus groups and interviewed a mix of seniors, local artists and others about their experiences on Lake Erie’s shores and their desires for its future. TV20 Cleveland filmed the interviews and broadcast them. We created and translated a range of outreach materials, including fact sheets, presentations, printed surveys and website content, ensuring information was clear and accessible. Social media campaigns, email newsletters and digital advertising further expanded our reach, helping us connect with residents who may not have engaged through traditional channels. By removing barriers such as transportation and English as a second language, we ensured that every Clevelander had an opportunity to contribute.

Beyond direct engagement, we leveraged Cleveland’s cultural and civic icons to increase awareness and encourage participation. Digital billboards at the Cleveland Browns Stadium promoted meetings and surveys, Cleveland Community Development Corporations and city council staff handed out information and encouraged participation. Opportunities were also promoted on IKE signage located in downtown Cleveland. Partnerships with local businesses and hyper-local outreach efforts helped amplify our message across multiple channels. We also prioritized trust-building through small-group discussions, focus groups and one-on-one conversations, ensuring that historically overlooked voices were not just heard but valued. Our team maintained a consistent presence across multiple platforms, using email updates, targeted social media content and community-driven storytelling to keep residents informed and engaged. As part of our efforts to foster transparency and encourage ongoing dialogue, we kicked off the first round of public engagement in 2022, with Mayor Justin Bibb hosting a Town Hall meeting to discuss the vision for Cleveland’s lakefront. This was followed by six public meetings held throughout Greater Cleveland. This was supplemented by outreach to the housing authority and social service agencies. The public input helped the city narrow options for the Connector. The second round of engagement launched in May 2023. A series of public meetings announced the Master Plan and gave the public an opportunity to draw their ideas for the lakefront. The public also provided input on a shorter but more detailed list of options for the Connector. Cleveland City schoolkids were invited to draw their vision at the Great Lakes Science Center. Greater Cleveland Partnership, city staff, and MurphyEpson team members shared information throughout the summer. A mid-summer panel discussion was held at the Great Lakes Science Center, and a Pecha-Kucha event was held at the Rock & Roll Hall of Fame in the fall. In all cases, events were promoted through distribution of printed and digital flyers, emails, social media and signage, always leveraging all partner networks. In August 2024, we helped plan the Lakefront Future Forum, a block-party community event on Mall C where the mayor and other partners provided updates on the North Coast, answered community questions and solicited additional public input, reinforcing the city's commitment to an inclusive planning process. Eventgoers could “walk the boulevard” that was drawn on blacktop to experience how the Shoreway would be redesigned to be safer, and more walkable and bikeable. The multifaceted and multicultural engagement effort received the PRism Awardin the Diversity & Inclusion category from the Columbus Chapter of Public Relations Society of America in 2024.