Build Baton Rouge Florida Corridor Master Plan Public Engagement

The Florida Corridor Plan was designed to rejuvenate the 12-mile stretch of Florida Street and Florida Boulevard in Baton Rouge, addressing decades of economic decline and a history of racial segregation. The plan is a roadmap for future change along the entire corridor with a specific focus on six “neighborhood centers” that are vital to the resilience and vibrancy of the corridor and region.

The vision for the corridor is to reinvest in the neighborhoods that connect Baton Rouge while becoming a more resilient place for residents, businesses, and visitors to thrive. As the communications and public engagement lead for this effort, Franklin developed and implemented messaging and coordinated stakeholder and public engagement for the project, which will drive how the corridor can be redeveloped to include lighting, bicycle and pedestrian accommodations, blight reduction, and incorporation of additional housing and public spaces.

Communication & Public Engagement Franklin created a robust public engagement plan which outlined methods to ensure public participation and input at each stage of the planning process in order to assist in establishing the community’s connection and ownership in bringing the plan’s objectives to fruition.Engagement techniques implemented included print and digital media campaigns, project website design and management, formation of committees, meeting facilitation, door-to-door canvassing, an online survey, community pop-up events, and e-blast dissemination.

Stakeholder Meetings & Targeted Stakeholder OutreachThe project’s branding and website development helped to set the foundational tone and context of the project. Components of the project’s overall branding included the creation of a logo, tagline, various collateral materials for dissemination, social media posts, and e-blasts. Engagement activities began in June of 2023 with a kick-off meeting, assembling legislative, institutional, transportation, and community stakeholders, and corridor bus tour, serving as the initial introduction to the public and as a conduit to gather baseline data.

Franklin coordinated and facilitated public meetings throughout the 12-month planning process, obtaining stakeholder feedback and insights from a diverse stakeholder base including citizens, government officials, and organizational leaders. Input gathered then infused the identification and creation of conceptual plans for several catalyst sites within the corridor.Due to the significant ethnic diversity of some areas along the corridor, several project collaterals were translated into alternate languages to better communicate with the various ethnic groups that reside and frequent the corridor, which provided greater project recognition, loyalty, trust, and sense of belonging among internal and external stakeholders. Franklin developed and deployed a customized engagement plan, engaging with over 4,000 residents and stakeholders across the study area in person and virtually.

We also created a branded project website with over 4,000 visits by 3,047 unique visitors. The Franklin team coordinated and conducted 42 stakeholder and small-group briefings, representing over 17 stakeholder groups, including updates at Cortana Corridor Economic Development District Board meetings. Franklin also carried out seven in-person community outreach events and pop-ups hosted at locations along the corridor, including a bus tour for 20 stakeholders along the Florida corridor in June 2023.

Franklin engaged and organized an advisory committee, of approximately 40 members, representing over 20 organizations and stakeholder groups. Franklin assisted in the coordination of the plan’s three approval milestones and led presentation on engagement and outreach efforts, which led to the East Baton Rouge Parish Metro Council final approval and incorporation of the plan into the parish master plan, FUTUREBR, in October 2024.