NYS Communities + Waterfronts
Their mission was simple: make New York communities better places to live. But their challenges were complex, starting with their name: The New York State Department of State’s Office of Coastal, Local Government and Community Sustainability. Our research found that the program’s constituents interacted with smaller subsets of the Office with great satisfaction, but didn’t understand the full scope of services and benefits available. Few could remember the full name of the Office, but thought of it by its components: Waterfronts, Coastal, Brownfields, Government Efficiency. To their credit, the staff was perceived as professional and responsive in their dealings with the public – an impression we hoped to leverage and enhance.