Digital Engagement Initiative Transforms Southampton’s Local Planning Consultation
Southampton City Council has initiated two pilot projects aimed at enhancing community engagement through digital tools as part of its ongoing local plan development. These innovative approaches were designed to simplify complex planning information while fostering greater participation among residents.
The Need for Modernisation
In light of crucial urban challenges—including housing demands, city movement, and climate change—the Southampton Council aims to make intricate planning documents more accessible. The primary goals of this initiative are to:
- Clarify technical information for better public understanding
- Allow residents to explore local issues and developmental options interactively
- Facilitate communication about long-term spatial changes
- Boost engagement from diverse community segments
- Support a mixed engagement strategy, combining digital and in-person methods
Details of the Pilot Projects
The case study chronicles the activities undertaken during two distinct pilot programmes.
Pilot One: Testing Digital Consultation Tools
The first pilot utilised the Bang the Table platform, focusing on a comprehensive digital engagement strategy. The planning team:
- Organised the content around five key themes: access and movement, environment and climate change, growth and investment, housing, and place shaping
- Implemented various interactive elements such as polls, surveys, maps, and idea boards to assess resident engagement
- Initially included a registration step to collect demographic data, which was later discarded due to low engagement
- Executed a primary digital-first communication initiative, supplemented by targeted emails and social media marketing
This phase revealed valuable insights into how residents engaged with these tools, influencing the design of the next pilot.
Piloting 3D Modelling in Consultation
The second pilot built upon the lessons learned from the first, further refining the digital engagement approach. During this phase, the council:
- Continued to use the Bang the Table platform, enhancing navigability by dividing the plan into themed sections
- Collaborated with VU.CITY to develop a detailed 3D model of key areas, such as the city centre
- Incorporated 3D visualisations to illustrate policies on issues like building height
- Expanded the engagement strategy to include community library drop-in sessions and existing meetings
- Refined its questions and site layouts based on feedback from the initial pilot
- Utilised a hybrid model by acknowledging the necessity of in-person interactions
Evaluating the Impact
Findings from Pilot One
The initial pilot provided a wealth of data regarding community interaction:
- A total of 186 residents participated, contributing nearly 800 insights across various platforms
- The themes of access and movement, as well as environment and climate change, attracted the most participation
- Polls and surveys were the most effective tools, while maps and idea boards saw lower levels of engagement
- Notably, demographic data revealed an over-representation of older age groups
- Identified registration as a barrier to entry; subsequent removal led to increased involvement
Findings from Pilot Two
The outcomes from the second pilot highlighted various aspects of delivery and learning:
- Segmenting the draft plan into themed sections greatly improved ease of navigation
- Utilising 3D visual screenshots effectively demonstrated scale and architectural impact
- The 3D model proved more beneficial for specific site developments rather than broad policy discussions
- In-person sessions were crucial for raising awareness and addressing detailed inquiries
Lessons Learned and Looking Ahead
Through these pilots, the council gleaned significant insights about digital engagement:
- Simple tools such as polls are more effective at generating responses; however, map tools need clear purposes
- While collecting demographic data is essential, overly burdensome registration can deter participation
- 3D modelling is beneficial for site-specific projects
- Active in-person engagement is vital for younger demographics who may not participate digitally
- A multidisciplinary team approach is necessary for successful digital engagement
Southampton City Council plans to expand its digital capabilities for future engagements and enhance hybrid approaches to reach wider audiences. The council aims to reduce reliance on email consultations, which are time-consuming, and improve communication strategies for upcoming consultations.
Source: official statements, news agencies, and public reports.
https://www.gov.uk/government/case-studies/southampton-helps-residents-explore-the-local-plan-online
