Attachment 2 – Redistricting Public Outreach Update
January 28, 2022 at 12:00 noon was the deadline for the public to submit revisions to the focus maps the Council identified on December 14, 2021 and/or new draft redistricting maps for consideration for at the February 8, 2022 City Council meeting. Between the most recently public hearing and the deadline stated above, staff engaged in public outreach to notify the community. This effort included posts to the City’s social media platforms, including 60 social media posts, one email blast in English and Spanish to the interest list and community groups, and one press release in English and Spanish. Additionally, staff made flyers available at the public counters, all library branches, Orange Senior Center, and the Friendly Center in English and Spanish. In addition to online, paper map drawing kits in English and in Spanish were available at the City Clerk’s counter, the Community Services’ Counter, the Grijalva Sports Center, and all three City library branches. All marketing materials encouraged users to visit the City’s redistricting website for more information and/or to submit a draft map.
According to the City’s consultant public affairs consultant, Tripepi Smith, between December 14, 2021 and January 28, 2022, the organic engagement on the redistricting website is good in comparison to other cities also engaging in redistricting. Total, we saw 553 visitors, approximately 87.9%, of which were new users to website between December 14, 2021 and January 28, 2022. Regarding the Draft Maps page, users generated 196 page views, approximately 79% of these were unique page views. The average user spent about two minutes and 50 seconds viewing the page, which is longer than the industry standard (one minute and 27). Specific to the Draw a Map page, users generated 135 page views, approximately 86%, of these were unique page views. During this time, visitors may have been reviewing the City Council selected focus maps. The average time spent on the Draw A Map page during the previous public hearing and the deadline was one minute and 54 seconds, also higher than the industry standard. Visitors to the page most likely spend time reading instructions on how to use the provided mapping tools.
Regarding engagement on the City’s Facebook posts, the combined average reach, defined as the number of people who saw any content from your page or about your page, of the 16 posts is approximately 23,147. Additionally, the 16 posts generated 473 engagement actions, which includes the number of times a link included in your post was clicked by a user, comments and shares. The metrics still indicate that our redistricting posts drew equivalent audience share to similar posts that fall under a “Government business or elections information” umbrella.
In total, the City received seven maps from the public and one map from the City’s consultant, National Demographics Corporation (NDC) for consideration.