Bridging Gaps with Communication + Innovation

Smart Columbus faced the unique challenge of testing this new technology in a neighborhood with limited transportation options. Building community trust was essential because neighbors had no prior experience with automated vehicles and were skeptical of the program. They had a long history of being to provide input on public projects and never hearing back on how their input was used. The project needed a robust communication strategy to educate the public, address concerns and secure neighborhood support to test this new and unfamiliar technology. Balancing innovation with a practical, community-centered approach was essential for this research to succeed.

MurphyEpson/Engage first convened a multi-faceted team to develop the engagement strategy. Key team members on this research project included Warhol & Wallstreet, L Price & Associates, PolicyWorks, and two neighborhood-based Linden ambassadors. Werth PR handled media relations. Together with the Smart Columbus team, we worked with Linden pastors and other local leaders to plan and promote the kick-off, 1.5-day workshop to introduce the Smart Columbus program and start seeking preliminary input on possible use cases. The MurphyEpson team then conducted a series of focus groups, surveys, stakeholder meetings and neighborhood events to solicit input specific to the Linden LEAP. Once the service was ready to launch, we returned to local stakeholders to explain how their input shaped the project to continue to build trust. We ensured residents were informed about how the shuttle would operate by posting door hangers, distributing info cards and fliers, and hosting a high-profile launch event that featured local officials to raise awareness of the program. Ongoing media outreach helped secure news coverage in prominent outlets, further amplifying the project’s reach. When the shuttle’s automated technology faced reliability issues, our team engaged in meaningful conversations with residents, addressing concerns and explaining why the service was halted temporarily in a clear and transparent manner. We also partnered with New Salem Baptist Church to also serve as community ambassadors, helping to break down misunderstandings about the technology and facilitating deeper, more authentic connections with residents. These local ambassadors led these conversations, allowing us to listen closely and adjust our approach to meet the unique needs.

In response to the pandemic, Smart Columbus pivoted the Linden Leap service from transportation to food distribution. The shuttle maintained the same route and stops, but was repurposed to deliver food instead of picking up passengers, ensuring essential resident needs were met during a challenging time. Our team communicated this change to the public through updated social media posts, community newsletters, and media outreach. By continuously adapting our strategy and fostering transparent, open communication, our team bridged the technology gap, ensuring residents felt informed and involved in the program. Once the entire Smart Columbus program was completed, we helped the City of Columbus report the results to the community and thank them for all of their support and engagement.