Rosecrance Lakeview’s Community Engagement
The Challenge
Originally developed as a high-end condominium building, Rosecrance Lakeview was sold and proposed as a residence for people in recovery. The organization was facing local opposition in its efforts to rezone the Lakeview neighborhood property in Chicago. Rosecrance needed help in securing local community-based support for the proposed residence before a hearing with the Chicago Zoning Board of Appeals, while community opposition was becoming increasingly organized and vocal through a Not in My Backyard (NIMBY) situation.
The Action
CS-Effect developed an issues management communications program to build awareness of the behavioral health services organization within the Lakeview area, and to garner community support for the rezoning of the property at Waveland and Ashland, using public relations, marketing, grassroots advocacy and digital communications to identify and engage supporters.
Social Media
CS-Effect designed and managed Twitter and Facebook pages for Rosecrance Lakeview, and developed an identity through graphics and audience engagement, creating content to educate audiences about recovery. We also directly engaged with online Community activist groups and faith-based communities, who were instrumental in attracting attention to the project.
Message Development
CS-Effect developed messages and FAQs for Rosecrance Lakeview leaders to reference during Community Outreach Conversations. These “conversations” provided an opportunity for neighbors to meet directly with Rosecrance to answer any questions, talk about the “Good Neighbor Agreement,” and to share concerns or support.
Media Outreach
CS-Effect monitored the news and made recommendations on responding to inaccuracies or negative attention. In addition, we developed an op-ed article authored by influential Chicagoans Kelly O’Brien, Illinois Executive Director of The Kennedy Forum, and Marca Bristo, President and CEO of Access Living for the Chicago Sun Times.
Community Outreach
CS-Effect secured, confirmed, and prepared 22 speakers for the hearing. This included ensuring the speakers had the facts, figures and additional information they needed to support their perspectives. We also wrote form letters for supporters to use as a guide for their letters.