Updated 12.31.10
OFFICIAL PUBLIC INFORMATION PLAN
and Identity Standards Manual
WORK GROUP
Chairman
Ms. Kirk Showalter, Richmond City Registrar
Richmond Office of the City Registrar
Members
The Honorable Charles R. Samuels, Esq., Councilman
Richmond City Council, North Central 2nd District
The Honorable E. Martin Jewell, Councilman
Richmond City Council, Central 5th District
Mr. David Hicks, Esq., Senior Policy Advisor
Richmond Office of Mayor Dwight C. Jones
Mr. Steve R. Waldron
Geographic Information System (GIS) Manager
Richmond Department of Information Technology
Mr. Steven R. Skinner, APR
Council Public Information Manager
Richmond City Council Office of the Council Chief of Staff
Ms. Constance Tyler, Deputy Registrar
Richmond Office of the City Registrar
Legal Counsel ________________________________
Mr. Haskell Brown, Esq., Assistant City Attorney
Richmond Office of the City Attorney
Ms. Tabrica C. Rentz, Esq., Assistant City Attorney
Richmond Office of the City Attorney
Updated 9.14.2010srs
Richmond City Council
2011 Richmond Decennial Voter District Redistricting
900 East Broad Street, Suite 200
Richmond, Virginia 23219
804.646.5950 tel; 804 646.7736 fax
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Richmond City Council
2009-2011 Richmond Decennial Voter District Redistricting
OFFICIAL PUBLIC INFORMATION PLAN and
IDENTITY STANDARDS MANUAL
INTRODUCTION
Richmond Voter Districts _____________________________________________________
Citizens of Richmond govern themselves at the state, local and federal level through a
process known as Representative Democracy. Representative Democracy is a form of
government in which the people choose (elect) fellow citizens to act on their behalf in
governing themselves and running their government. While state and local forms of this
type of self-government may differ, the foundation and purpose of a representative democracy is serving the mutual interests of all citizens and is based on inclusion, transparency, and participation. This self-governance includes deciding how tax monies are to be
invested; what laws are needed; and, providing oversight on how government services are
managed.
To ensure that all of our citizens are represented, Richmond is organized into nine Richmond Voter Districts. These Voter Districts are arranged into geographical areas, based on
state, local, and federal guidelines.
Richmond Voter Districts are used to elect members of Richmond City Council (by district every four years), Richmond Public Schools Board Trustees (by district every four years),
Richmond Sheriff (citywide every four years); Virginia Commonwealth’s Attorney of Richmond (citywide every four years); Richmond Clerk of the Court (citywide every 8 years);
Richmond Treasurer (citywide every four years); and, an elected Mayor (who must receive
the most votes in at least five of the nine Voting Districts every four years). Richmond's current Voter Districts include: West End 1st District; North Central 2nd District; Northside 3rd
District; Southwest 4th District; Central 5th District; Gateway 6th District; East End 7th District;
Southside 8th District; and, South Central 9th District.
In 2004, Richmond changed its local government from a Council-Manager form to a
Council-Mayor form. This change separated the legislative (Richmond City Council) and
administrative (City Administration) functions of our local government. In this new structure,
Richmond City Council is responsible for creating and amending local laws, providing policy and government oversight, and approving the annual City government budget; and,
a Mayor provides oversight of the City Chief Administrative Officer in the management/
delivery of general government services.
Redistricting ________________________________________________________________
To help ensure the equity and fairness of our self-governance, every ten years Richmond
City Council is required to review and redraw the boundaries of Richmond Voting Districts
in response to the results of the 10-year census performed by the United States of America
Federal Government.
Redistricting: "To redraw voting district boundaries to help ensure equity and
fairness of citizen self-government representation."
This redistricting mandate is codified in the Virginia Code of Laws in Section 24.2-304.1,
as follows:
"In 1971 and every ten years thereafter, the governing body of each such
locality [with districts or wards] shall reapportion the representation among the
districts or wards, including … increasing or diminishing the number of such
districts or wards, in order to give, as nearly as practicable, representation on
the basis of population." - (Section 24.2-304.1 Virginia Code of Laws)
________________________________________________________________________________________
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Richmond City Council
2009-2011 Richmond Decennial Voter District Redistricting
OFFICIAL PUBLIC INFORMATION PLAN and
IDENTITY STANDARDS MANUAL
Public information and Identity Standards Manual ____________________________
To assist citizens in planning, managing, communicating and effectuating the local 10-year
(decennial) redrawing of Richmond Voter District boundaries in response to results of the
2010 U.S. Census, which is to be implemented by December 31, 2011, Richmond City
Council has established an Official Public Information Plan and Identity Standards Manual
to focus its duties and ensure clear, coherent and comprehensive communication and
transparency in the process. This Plan will periodically reviewed, revised and updated as
needed.
The creation and utilization of this written plan not only confirms Richmond City Council's thoughtful and deliberate commitment to a transparent process, but also ensures that
this important project is documented for the historic record.
Our Representative Democracy ________________________________________________________
Representative Democracy is a form of government in which the people choose (elect)
fellow citizens to act on their behalf in running their government.
"Governments are instituted among men, deriving their just powers from
the consent of the government."
- Thomas Jefferson
As the foundation of a representative democracy is inclusion and transparency, a fundamental requirement and function of government is public information. In order to be
effective and successful, this critical need must professionally planned, managed, funded
and implemented as an active and ongoing function of government on behalf of citizens.
"Information to the people is the most legitimate engine of government."
- Thomas Jefferson
________________________________________________________________________________________
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Richmond City Council
2009-2011 Richmond Decennial Voter District Redistricting
OFFICIAL PUBLIC INFORMATION PLAN and
IDENTITY STANDARDS MANUAL
Communications Audit ______________________________________________________
Qualitative and Quantitative Orientation, Research and Analysis
A public information audit was performed that included research and review of federal,
state and local processes utilized regarding redistricting of voting districts. This included
publications, printed materials, web, and electronic communications. This audit was performed in order to assess, analyze, and evaluate effective public information processes.
SWOT Analysis ______________________________________________________________
Strengths, Weaknesses, Threats, and Opportunities
The communications/public information audit included an evaluation using a SWOT
(Strengths, Weaknesses, Opportunities and Threats) methodology, which assesses
Strengths, Weaknesses, Threats, and Opportunities. The analysis identified the following:
STRENGTHS
 Commitment, leadership and support being provided by Kirk Showalter, Richmond
City Registrar, Richmond Office of the City Registrar, who has participated in previous Richmond redistricting

Commitment and support of Richmond City Council and Mayor Dwight Jones

Outstanding selection of the members of a work group staff due to their expert
knowledge, experience and professionalism in their fields.

Commitment/staff support provided by the Richmond City Council Office of the
Council Chief of Staff

Commitment/staff support provided by the Richmond Office of the City Attorney

Commitment/staff support provided by the Richmond Department of Information
Technology
WEAKNESSES
 General public awareness of and interest in local government
THREATS
 Lack of transparency of this important and historic government process challenging
implementation/effectuation
OPPORTUNITIES
 Providing the public with an open and transparent process

Community embracing the redistricting plan and work of the Committee

Further increasing the quality of local government for citizens
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Richmond City Council
2009-2011 Richmond Decennial Voter District Redistricting
OFFICIAL PUBLIC INFORMATION PLAN and
IDENTITY STANDARDS MANUAL
Guiding Principals ___________________________________________________________
The following guiding principals were created for the Public Information Plan:
Interactivity
Working to ensure two-way community communications that includes both gathering and
disseminating information.
Transparency
Working to ensure effective and timely communication of information regarding redistricting information, processes and determinations.
Inclusion
Working to ensure that Richmond citizens are provided information and education regarding the redistricting process.
Participation
Helping break down any existing barriers to information and education regarding the redistricting process.
Audience __________________________________________________________________
Richmond Citizens (shareholders)
The audience for this plan is for all Richmond citizens.
Stakeholders
Audiences include the following:



Elected politicians
Political parties
Special interest groups
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Richmond City Council
2009-2011 Richmond Decennial Voter District Redistricting
OFFICIAL PUBLIC INFORMATION PLAN and
IDENTITY STANDARDS MANUAL
Goal and Objective _________________________________________________________
Driving forces for Public Information Plan
GOAL
Successful acceptance of a 2011 Richmond Decennial Voter District Redistricting Plan,
which results in the fair and legal implementation of the plan by December 31, 2011.
OBJECTIVE
Providing informational justice to Richmond Citizens through the production and delivery of
an official public information plan built on informing citizens as to the purpose and ongoing
planning being done in preparation for and effectuation of the local decennial (10-year)
redistricting of Richmond Voting District boundaries for our city.
Strategies and tools _________________________________________________________
STRATEGY 1
Communicate to Richmond Citizens the existence of ongoing effort responsible for in an
inclusive, clear and concise way.
Tool 1 Establish an official name for process the that clearly incorporates, describes,
encompasses and imparts the purpose of the redistricting process.
Tool 2 Incorporate the official name in all communications.
________________________________________________________________________________________
STRATEGY 2
Communicate to citizens a clear purpose as to what process was created to do.
Tool 1 Write a clear and concise functional mission statement that encompasses the
the overall purpose for this process. (All actions and communications activities will
be build to support this mission.)
Mission
The mission of the Richmond City Council 2011 Richmond Decennial
Voter District Redistricting is to represent citizens in planning, managing,
communicating and effectuating a fair and legal local decennial (10year) redistribution of Richmond Voter Districts as is legally required in
response to results of the 2010 U.S. Census, which is to be implemented by
December 31, 2011.
Tool 2 Write a clear and concise narrative overview of the project to be used in communicating with citizens, and to establish the foundation for the historic written record of
this important project.
________________________________________________________________________________________
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Richmond City Council
2009-2011 Richmond Decennial Voter District Redistricting
OFFICIAL PUBLIC INFORMATION PLAN and
IDENTITY STANDARDS MANUAL
STRATEGY 3
Use and follow a clear, coherent and comprehensive plan to ensure open communication
and transparency of the redistricting process is being communicated effectively and efficiently to the Richmond public.
Tool 1 Plan, design, and write a professional Public Information Plan that is specific to the
mission and needs of the redistricting process. This Plan is to include an objective
that follows the mission; identifies strategies; and, provides specific tools to be used
in order to reach them. (The creation and utilization of a written plan to not only
confirms the thoughtful and deliberate commitment to a transparent process, but
also ensure these efforts are documented for the historic record.)
Tool 2 Implement the Committee Public Information Plan and periodically review, revise
and update as needed.
________________________________________________________________________________________
STRATEGY 4
Assist the public regarding the ease of communication in order to expedite the speed in
which information regarding the process is visually recognized, received, and remembered.
Tool 1 Establish a specific color to be incorporated and used
throughout the visual communication of the process.
Selection Complete (included to the right)
Tool 2 Establish a specific typeface/font to be incorporated and used
throughout the visual communication of the process
ft Selection Complete (included to the right)
Tool 3 Design a logo to be incorporated and used throughout the
visual communication of the process
Selection Complete (included to the right)
1. Color
Redistricting Blue
RGB Build R-0, G-81, B-186
2. Typeface
Century Gothic
ABCDEFG abcde
3. Logo
________________________________________________________________________________________
STRATEGY 5
Assist the public by providing a speaker to speak at local community meetings
Tool 1 Establish Ms. Kirk Showalter, Richmond City Registrar and Chairman of the
2011 Richmond Decennial Voter District Redistricting Work Group as a speaker for
the redistricting process and make her available and scheduled her to attend and
speak at meetings neighborhood associations and civic associations and
organizations.
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Richmond City Council
2009-2011 Richmond Decennial Voter District Redistricting
OFFICIAL PUBLIC INFORMATION PLAN and
IDENTITY STANDARDS MANUAL
STRATEGY 6
Use and follow a clear, coherent and comprehensive manual to ensure uniformity in all
visual communications/public information are consistent for the redistricting process so
that it is being communicated effectively and efficiently to the Richmond public.
Tool 1 Plan and design professional visual Identity Standards manual.
________________________________________________________________________________________
STRATEGY 7
Assist public education by increasing access/accessibility through use of electronic media.
Tool 1 Design and produce redistricting website, that includes the following:
a. Design a homepage that is clear and easy to navigate
b. Include summary of background on homepage
c. Clearly organize to provide for one-stop shopping through menu bars
d. Write and introduction of the project.
e. Include ability for placing meeting information and agendas
f.
Include news releases produced for the project
g. include contact information on the homepage
Draft Design following
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Richmond City Council
2009-2011 Richmond Decennial Voter District Redistricting
OFFICIAL PUBLIC INFORMATION PLAN and
IDENTITY STANDARDS MANUAL
STRATEGY 8
Help ensure interested parties have access to updated information
Tool I News Releases
Write and distribute news releases that include updates and meeting of Committee
and work with media on potential areas of positive interest.
Ongoing
Tool 2 Media scheduling
Scheduling Committee-related interviews with media.
Ongoing
Tool 3 News Events
Coordinate and support Media News Conferences as needed.
Ongoing
________________________________________________________________________________________
STRATEGY 9
Help ensure targeted interested parties have access to updated information
Tool I Delivery
Ensure written information/news releases are provided (but not limited to) to
and via the following:
 Members of United States Congress representing Richmond
 Virginia General Assembly member representing Richmond
 Richmond City Council Members/Staff
 Mayor of Richmond/Staff
 Richmond Public Schools Board Members/staff
 Local media – TV, radio, newspaper, magazine, online news outlets
 Richmond Government Access TV Channel 17
 Richmond bloggers
 Neighborhood associations and community groups
 Interested individuals/organizations
 Richmond Crusade for Voters
 Richmond Chapter of the NAACP
 Hispanic Liaison Office for dispersal to Hispanic Community/Media
 League of Women Voters
 Metro Richmond Chamber of Commerce
 Local Political Parties
________________________________________________________________________________________
STRATEGY 10
Make reports and plan updates available.
Tool I Place reports and plan updates on website.
Ongoing
Tool 2 Send out news releases when reports are done and plans updated.
Ongoing
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Richmond City Council
2009-2011 Richmond Decennial Voter District Redistricting
OFFICIAL PUBLIC INFORMATION PLAN and
IDENTITY STANDARDS MANUAL
STRATEGY 11
Assist public education by increasing access/accessibility through use of electronic media.
Tool I Establish an RSS feed from the website.
____________________________________________________________________________________
STRATEGY 12
Help ensure general public has access to understand criteria selection and be able to
provide input.
Tool I Public Information Sessions and Public Hearings on criteria selection, legal
requirements and process
Schedule, advertise and hold public information sessions and public hearings to
discuss criteria selection; legal requirements for redistricting and proposed redistricting process followed by hearing.
Tool 2 Public Information Sessions and Public Hearings on initial plan, criteria,
population shifts, Preclearance process under Voter Rights Act.
Schedule, advertise and hold public information sessions and public hearings to
discuss initual redistricting plan; legal requirements; criteria selected by Richmond
City Council; population shifts over the past 10 years; preclearance process under
the U.S. Federal Voter Rights Act and the initial plan.
Tool 3 Public Hearings on and adoption of final redistricting plan by Richmond City Council
Richmond City Council Public Hearings on and adoption of final redistricting plan
by Council to be adopted by December 31, 2011.
____________________________________________________________________________________
STRATEGY 13
Assist public education by increasing access/accessibility through printed information.
Tool I Write, design, produce and post public notice posters.
Tool 2 Write, design, produce and provide public notice flyers.
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Richmond City Council
2009-2011 Richmond Decennial Voter District Redistricting
OFFICIAL PUBLIC INFORMATION PLAN and
IDENTITY STANDARDS MANUAL
STRATEGY 14
Help ensure understanding of districts.
Tool I Design and produce current Voting District map.
Design the right.
____________________________________________________________________________________
STRATEGY 15
Ensure legal requirements are covered regarding public information.
Tool I Paid Advertising
Schedule, advertise and place ads in local media as required by law.
____________________________________________________________________________________
STRATEGY 16
Help ensure information provided at Richmond Voter District level.
Tool I Provide information for presentation at Individual political meetings
Provide opportunities and encourage elected politicians to provide information
to voters during individual/personal political meetings held for voters in voting districts.
To include but not be limited to the following:
Richmond City Council, Councilmember individual/personal political meetings
Mayor Dwight Jones - individual/personal political meetings
Richmond Public Schools Board - individual/personal political meetings
U. S. Congress (U.S. Congress/U.S. House of Representatives) - individual/personal
political meetings
 Members of Virginia General Assembly (Virginia House of Delegates/Senate of
Virginia) - individual/personal political meetings




Tool I Written Information
Write and provide information regarding redistricting that can be used in politician
constituent newsletters and updates.
____________________________________________________________________________________
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Richmond City Council
2009-2011 Richmond Decennial Voter District Redistricting
OFFICIAL PUBLIC INFORMATION PLAN and
IDENTITY STANDARDS MANUAL
Public Information Plan Management ___________________________________________________
This plan will be managed by the Council Public Information Manager with the oversight of
the work group.
Budget_________________________________________________________________________________
The following budget has been established and funded by Richmond City Council for this
redistricting project:
$52,000
$2,000
$15,000
$5,000
$1,000
$5,000
$10,400
Total
$90,400
Postage
Miscellaneous supplies
Printing cost (envelopes, notices, signs, etc.)
Advertisements (for second primary)
Printing services expenses (possibly stuffing envelopes)
Personnel cost (preparation for multiple primaries)
Redistricting software purchase, licensing, maintenance, training
costs, costs for newspaper print ads.
Note: Total does not include staff hours required for coordination, management
and production of this project.
Work Plans__________________________________________________________________
Each communications tool will have an individual work plan. Plans will include time-lines
and responsibilities for each project.
Implementation Schedule____________________________________________________
Implementation began in 2010, and will be ongoing until completion of project. The plan
will be periodically reviewed, revised, and updated.
Evaluation___________________________________________________________________
Evaluation will include the following:
Survey
Perform qualitative research survey to establish progress as needed.