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mizrahi ideas: for a change

The Project

  • After partnering with the Port Authority of Allegheny County, Urban Redevelopment Authority, and Neighbors in the Strip to secure initial funding under the Pennsylvania Community Transportation Initiative, the City of Pittsburgh put out an RFQ for a consulting team to take the next step in creating a comprehensive planning model to promote growth and positive change in the Strip District while preserving its unique character
  • Nationally recognized land use and mobility leader HDR Engineering chose Mizrahi, Inc. as its multimedia and messaging partner on the winning project team, which also included firms with expertise in transportation, economic modeling, public engagement and other fields
  • Mizrahi took the lead on one of the city's key requirements, which was to create a memorable multimedia storytelling piece that would appeal to the public and would convey the character, value, and transformative potential for improvements in the Strip

Challenges

  • Transform a complex planning process and detailed recommendations into a broadly accessible storytelling video that would educate and excite a variety of audiences about the Strip District's renaissance
  • Short term, the video needed to help with buy-in from Strip District business owners and community stakeholders; longer term, the same video needed to complement efforts to solicit implementation funding from both private and public sector sources
  • Mizrahi needed to work effectively with an unusually wide range of consultants and stakeholders 

Solution

  • Engage Mizrahi senior leaders in all aspects of process to assure high-level understanding of process and model, advise on strategic communication decisions, and align video with broader goals and considerations
  • Leverage Mizrahi's decades of marketing and community project experience across multiple media to maximize quality and impact of the video
  • Give stakeholders a prominent role in the telling of the story in keeping with HDR's model development process, which made public forums one of two prime sources for video footage
  • Manage video creation process from start to finish, including initial research and message development, storyboarding, script writing, art direction, coordinating and conducting the interviews, voiceover and soundtrack, editing, and production

Results

  • Engaging, informative video explains the land use and development mode in understandable language; reassures audiences that the Strip will remain "A Place of Character"; and generates enthusiasm about city planning efforts in general
  • A flexible media solution that continues to be used in multiple settings, including public forums, meetings with a wide range of audiences (government officials, funders, business leaders, community groups), and as the focal point of the Plan's web page: www.pittsburghpa.gov/dcp/sdtlup/

As part of a consulting team working to promote The Strip District Land Use & Development Model, Mizrahi delivered:

  • Video — Comprehensive strategy, creation, and production of a modular 8-minute video that leverages a range of stakeholder interviews, and on-location footage with supporting graphics, model-related maps, renderings, and animation
  • Consulting — Coordinated with HDR on project theme, provided input on HDR-developed project logo, and offered expertise at client coordination meetings at city planning office
  • Formatting and Packaging — Delivered both DVD and web-friendly streaming versions of video; design and artwork for DVD cover and label