The Challenge

In 2022, Measure Z, a proposal to approve zoning changes for the City’s Housing Element, failed with only 25% support. With a deadline looming to have its Housing Element certified by the state, Yorba Linda turned to Tripepi Smith to help address concerns and educate the community on its second attempt, Measure JJ.

Our Approach

Tripepi Smith worked with the City to develop and execute a 20-month strategy to educate Yorba Linda residents about Measure JJ. Our team worked with the City to conduct extensive community research by facilitating six focus group meetings with a diverse, 17-member Resident Working Group consisting of both supporters and opponents of Measure Z.

As part of the Working Group’s suggestions, the City Council unanimously recommended more outreach and engagement efforts on the need to adopt a Housing Element. Following the Council’s approval in July 2023, Tripepi Smith worked with the City to develop and execute an initiative to educate Yorba Linda residents about Measure JJ.

We partnered with FM3 Research to collect survey data about resident priorities. The data uncovered misconceptions that required education around state housing policies, including Housing Elements. Our team also conducted research through social media and traditional media monitoring to understand organic community conversations that were happening about the Housing Element. Throughout the campaign, we continually tracked community sentiment and engagement metrics using the data to adjust our messaging and tactics.

Based on our research and lessons learned from the failure of Measure Z, we established several clear goals:

  • Foster public education about Measure JJ
  • Maintain local control over land use decisions
  • Establish Yorba Linda as a model of transparent, resident-driven community planning

The strategy centered around using resident feedback and trusted, local voices to increase public engagement around Yorba Linda’s Housing Element. We did extensive education work before the ballot measure was approved. This included creating a dedicated website, YLLocalControl.com, a brand identity and messaging for the housing element.

Tripepi Smith executed a robust education and outreach campaign on the Housing Element process and state housing policies, including:

  • Yorba Linda Housing Element website
  • Project brand identity
  • Three mailers that were sent using Every Door Direct Mail (EDDM)
  • Two YouTube advertisements that showcased educational videos about the Housing Element and Builder’s Remedy, which collectively received more than 190,000 impressions
  • 35 social media posts for Facebook, Instagram and X
  • Seven digital advertisements for Facebook and Instagram that generated more than 90,000 impressions
  • 25 email blasts
  • 20 City news articles posted on its website (YorbaLindaCA.gov)
  • 21 community meetings, including nine in-person meetings, seven dedicated meetings with local groups, three virtual meetings and two informal coffee gatherings
  • Five informational flyers and one brochure
  • Three print advertisements in Yorba Linda’s “The Guide” publication and one North County News Tribune print advertisement

In July 2024, the City Council formally placed Measure JJ on the ballot, seeking voter approval on the revised Housing Element. Outreach efforts continued and included:

  • Two mailers using EDDM
  • 11 social media posts across Facebook, Instagram and X
  • Four digital advertisements that generated nearly 207,000 impressions across YouTube, Facebook and Instagram
  • Eight email blasts
  • Five City news articles
  • 11 community meetings, including three in-person meetings, seven dedicated meetings with local groups and one virtual meeting
Results

Our comprehensive strategy delivered exceptional results. Our strategically placed digital campaigns generated over 300,000 total impressions at a cost of just over $5,500, providing good value for the City.

More than 800 residents were informed about Measure JJ across 32 community meetings and had the opportunity to speak with City staff about the Housing Element.

When voters went to the polls in November, more than 90% of voters supported Measure JJ, preserving local control over land use decisions, the highest “yes” vote of any measure that night in Orange County. The support was an extraordinary turnaround following the failure of Measure Z two years earlier.