Crozet Master Plan (CMP) Survey Development meeting
March 23, 2017 at 7:00 PM at the Crozet Firehouse
Present: Tom Loach, Tom Guterboch, Jennie More, Bryan Kelly, Shawn Bird, Jim Crosby, Pat Crosby, Tim Tolson, Mike Marshall
Notes by Tim Tolson
Elaine Echols from Albemarle County staff sends her regrets, she cannot make this meeting.
Ann Mallek emailed to say she had another commitment and couldn’t make this meeting.
Tom L. re-capped why we’re doing this survey, to gather opinions about Crozet and growth topics related to master plan in preparation for 2018 when County said it can revise master plan. Starting with 2009 survey that CCAC and CCA and County did, Tim chaired that effort. (Click here for the Crozet Gazette article with more background)
This time, we’re very lucky to have two professional survey/pollsters on the committee, Tom Guterbock from UVa Center for Survey Research, and Shawn Bird, most recently with political polling firm in Colorado.
This time we want to do a scientific sample as well as make the survey available to anyone who wants to take it (like we did in 2009). Mike said businesses in Crozet Board of Trade fundraising to pay for cost of using a scientific sample (postage, letters, envelopes, drawing sample, etc)
Tom G. had done some background work and had first draft of budget for this. Will be $3,000 to $5,000 depending if use postcards or first class mail (and therefore envelopes, letter, more printing). We should do “ABS” Address Based Samples”
They can match 90% or so of names to households. The household is the target, not a specific person but helps response rate if we can personalize the letter.
Need to figure out how to tell them that only one person responds to this scientific sample invitation, everyone else in household should go to public version. Same survey, just keeping the respondents (samples) separate, so will have scientifically representative sample.
Hoping that Elaine can get us Census track/blocks level data to use to draw the sample. Having that might get sample price down.
Discussed getting couple of quotes for printing/mailing from both Sir Speedy as well as FEdEx (formerly Kinko’s)
May be ways to lower postage cost. Jim suggested considering second or third class mail. However that’s also been shown to reduce response rate. First class mail gets more respect and response.
Shawn – We want to make sure the sampling system gets renters. Hardest demographic to get are young adults -18-22 year olds.
Discussion about weighting data for analysis.
Shawn – one demographic most concerned about – is geography – do dispersion of parts of Crozet, but come back from only some areas.
Tom G. Hard to say, maybe less response from older subdivisions, but they’re also the demographic that often increases response rate.
Usually wait 10-14 days between first invitation and reminder.
Jennie – should build into th budget a third round- of either more sampling and mailing.
Mike – He’ll re-send out fundraising, donation call to Crozet Board of Trade (CBT).
Tom G. pointed out that current budget is for postcard, plain color stock, black ink both sides. Color stock, color inks, etc. cost more.
First class letter might have more impact.
Discussion of timing of release of scientific survey and public survey.
Reviewed questions one-by-one, suggested changes, debated wording to make the questions as neutral, unbiased as possible. Length of survey is a concern. Really needs to be 20 minutes or less. Will need to get a few friends to take it after next draft to test how long it takes.
Tom G. Need to create a jump page from CCA website, that goes to link for survey, and use their 4 digit number to access. Postcards have same URL – plain english with 4-5 digit unique number.
“Authenticated” login for scientific sample.
Tom L. How do we decided about the costs/budget?
Tom G. Well, do we want postcard or letter. Need to get logos, who signs, who’s contact person, etc.
Mike likes idea of map in invitation, so that’s a letter. Also could personalize better this way.
Tom G. & Shawn – Will draft letter. signed by Tim & Tom L.
** TIM **> will contact Elaine about getting census blocks.
Find out cost of printed envelopes, with Crozet logo, CCA return address?
Area to sample outside of Crozet growth areas – go to Ivy – Toddsbury Store, but how far up Owensville Road, Tillman Road, etc.
**> Need to get estimated number of households from Elaine as part of census block information.
**TIM**> Ask ELAINE _ get list of census geography in growth area.
** TIM **> And see if she can get total house count within growth area and then in six mile radius, like was used for Crozet Library?
Need to keep moving forward if we’re going to get survey out by early May.
Let’s meet next Thursday then.
Tom L. will check if firehouse available. Plan on next Thursday, 3/30 at 7:00 PM.
Next meeting confirmed for Thursday, 3/30 at 7:00 PM at the Field School.
Adjourned 9:30 PM
