HomeMy WebLinkAbout04-25-1976
ADVERTISING AND PUBLIC RELATIONS/KIRBY StOG., MAR) AT AKARD, DALLAS, TEW 75301 (211)712.9773
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I3 Conducted For I
City of Denton
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:.,search and Economic
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Development Board
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`,'%Norsworthyj Mercer S Xeres
keeearch Department
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TABLE OF CONTENTS
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1. PURPOSE OF RESEARCH
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I II. RESEARCH METHODOLOGY
III. EXECUTIVE SUMMARY
IV. THUMNAIL SUMMARY
- V. EXHIBITS
A. SAMPLE COVER LETTER
B. SAMPLE QUESTIONNAIRE
C. FEATURE ARTICLE
D. EDITORIAL COMMENT 1
E. SAMPLE RADIO SCRIPT
F. SAMPLE RADIO SCRIPT
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C. SAMPLE CODING FORM
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1. PURPOSE OF THE RESEARCH
The primary purpose of this research was to determine
the attitudes of Denton citizens toward attracting
new buAiness and industry to Denton,
A secondary objective was to measure possible positive
and negative attitudes toward total lifestyle, i.es,
f 1 living and working in Denton, Implicit in that objec-
tive was the intent to identify what specific areas
Denton citizens believe to be the cityta major advaa-
tages and disadvantages.
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A third objective was to generate a widespread, positive
feeling of community involvement by providing each rest
dent with the opportunity to participate in the planning
for the future growth of the city, And, to some extent,
to educate respondents regarding the general approach
of the Research and Economic Development Board regard-
ing the selection of prospective corporate citizens,
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II. USEARCH METHODOLOGY
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j On Monday, March 25, a prtntod, seven-part question-
naire was mailed to virtually every address within
the Denton city limits (utilizing a professionally- E
audited mailing list of 14,895 addressee) broken 33
down as follows: 3
1 9,109 homes
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2,573 apartments
i 300 mobile homes 2,913 r
ural boxes
A brief cover letter explaining thn objectives and
procedures (see Exhibit A) was attached with the one-
page questionnaire (see Exhibit B). These sheets,
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along with a postage-paid return envelope were mailed f
to each person on the master list. The questionnaire
provided no place for names or addresses of reapon-
dente, and citizens were assured that their replies C
would be kept confidential.
The Denton Record Chronicle ran a feature article ex-
plaining the study (see Exhibit C) and an editorial
.~i encouraging residents to send in the questionnaires
(see Exhibit D) .
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On the Saturday and Sunday prior to the mail drop,
KDNT Radio carried eighteen 60-second spot announce-
ments featuring RED Board members requesting resident
participation in tI;e study (see Exhibit E and F).
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At the end of a four-week period, the questionnaires
which had been returned (11605) were then tabulated
according to the procedures indicated on the Denton
~i Questionnaire Coding Form (see Exhibit C).
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III. EXECUTIVE SUMMARY
The results of the resident attitude survey were com-
piled from the mailed returns of some 1,600 residents
I( of the city of Denton. This report summarizes the
feelings that these individuals hold toward the present f
and future environment of the city. Presented below
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are the general findings related to each of the questions S
presented in the survey instrument.
Question 1: Do you believe that Denton is a good
place to live and work?
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Fully 92% of the respondents agreed that Denton was a f
desirable place to live while only SX considered it un-
desirable. A small group, 3%, said they enjoyed living
here but did not want to work here which may indicate
a lack of potential well-paying jcbe or undesirable
working conditions.
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Question 2: Vhat do you think are some of the city'-s
beat features?
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The most-liked aspect of the city was the university
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environment (409) and closely followed (332) by the
size and life-style found in Denton. The third most
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frequently mentioned feature (289) was the proximity
of Denton to the Dallas/Fort Worth Metropley and
DFW Airport. Closely allied to the city-sire and
i lifestyle are the facts that the residents found the
people (19X) and school system (18x) to be desirable
features of the city. Overall, these elements appear
to be most applicable and beat features of Denton
and deserve the attention for future development.
Question 3: What do you think are some of the city's
1 problems?
The major shortcoming exhibited by respondents was
current disrepair of city streets (36X). This was
followed by somewhat negative comments of the city
government or politics (22X). Falling considerably i
below these two comments were negative attitudes
towards high utility costa (10%) and water and sewage
(9%). Although there are many negatives, expected in f
a time of discontent, the poaltivea appear to outweigh j
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these factors in a majority of instances.
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Question 41 What do you think would be a desirable
growth rate for Denton in the next few years?
Of crucial importance to this study are the number of
Denton citizens who favor an increase in the number
of new jobs in Denton. This measure can be taken as
the willingness of the citizenry to support additional
industry for the city. In the aggregate, 83% of total
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respondents Favored more jobs in the city, with a pre-
(erred growth rate ranging from 100 to over 500 new
jobs per year. The highest response category was an
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annual increase of 200 new jobs and almost evenly
divided between an increase of 100 and 500 positions,
only 72 of the respondents were against any growth
and an additional 10% indicated they had no opinion.
These figures overwhelmingly indicate that the resi-
dents of Denton would support additional new jobs/
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industry in the area. This is further indicated by
several responses in Question 3 that suggest there
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are a lack of significant job opportunities within
the area, 1
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Question 5: What types of clean business and industry
would you like to see invited to locate in the Denton
area?
Given the fact that residents wish to increase jobs in
the area, this question addresses the type of businesses
desired. The preponderance of the respondents (392)
{ desire light, non-polluting industries such as electronics,
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light manufacturing, garments, etc. A somewhat distant
second is the desire for more retail stores, especially
large, full-line department stores, Much further down j
the list are insurance and financial institutions, trans-
portation and distribution centers, and headquarters of
corporate regional offices (a11 "clean" businesses).
estion 6:_ What types of business and industry do you
think should specifically not be invited to locate here?
The residents strongly oppose certain types of firms re- 1
locating within the area. Most strongly resented (532)
are "heavy" industries that tend to pollute the atmos-
phere, such as chemicals, steel, etc. There is also con-
siderable opposition to the addition of liquor related
outlets and establishments. Other firma mentioned, an
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almost insignificant percentage, are petroleum companies,
firms using union or unskilled labor, and fast food chains. I
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IV. THMNAIL SUMMARY
The results of this research suggest that the follow-
ing conclusions can be drawn:
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i * The people of Denton enjoy living in the city, '
s These people enjoy the university, the size, I 1
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exists. I
* They dislike the preeent State of the roads
and are somewhat skeptical of city government.
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w They favor an increase in job opportunities f
for the area,
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R They would like to entertain and attract light
business and non-polluting industries to Denton. 1 I
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a 8eavy, pollutinj industries are definitely not
desired even at the expense of not creating new
jobs.
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Exhibit A
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City of Denton munieipat Building, Deyato?4RMs 76201
i~ar Denton Residentt
During our country's Bi-Centennial year, when Americans
r are reflecting with pride upon the accomplishments of the
I past and planning with optimism for the growth of the future,
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it is appropriate that each of us consider how we might per- I
aonally contribute to the proper kind of growth for our City...
growth which improves the quality of life.
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To begin with, we hope you will participate in helping to
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detevrfoe what types of clean business and industry might be
I invited to locate in Denton.
~i ?lease take the time to express yourself on the enclosed
questionnaire and in whatever additional manner you may doeire. 1
There is no need to sign your response...but please respond
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so we will get a true picture of the attitudes of all residents
! in the city. Thank you in advance for your enoperation.
DENTON RESEARCH & ECONOMIC DEVELOPMENT BOARD
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Exitibit B
RESEARCH AND ECONOMIC DEVELOPMENT QUESTIONNAIRE
Do you believe that Denton is a good place to live and work?
Yes No
2. What do you think are some of the city's best features?
3. What do you think are some of the city's problems?
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4. New business and industry in Denton means more jobs, more money and lower
I taxes for city residents. What do you think would be a desirable growth
{ rate for Denton in the next few years? (check one)
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100 new jobs per year.
/-7 200 new jobs per year.
/-7 500 new fobs per year,
Ir ,(_„7 other
5. Recognizing the need for "well planned"
and industry would growth, what types of clean business
y you like to see invited to locate in the Denton area?
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6. What types of business and industry do you think should specifically not
bt invited to locate here?
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7. If you personally have a friend, relative or business associate whom you
know is with a company which might be a good prospect for moving to Denton,
would you please identify the person or the company so they can be contacted
by our information gathering team,
Contact Names Telephones
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Company Names
Addresst
THM YOU. YOUR RESPONSE WILL BE KEPT CONFIDENTIAL.
PLEASE RETURN IN THE ENCLOSED ENVELOPE. NO STAMP IS NECESSARY.
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Exhibit C
DENTON RECORD-CHRONICLE
March 23, 1976
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uestionnaires Solicit
Residents' Attitudes
Hy KERRV GLINNEUS priorities for the budget this year;' Cole
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CRY Editor sold.
So you've been itching to spook your mind Ile said the response to the program i
about the stale of your city, only nobody's "seems to be pretty good' so far,
been willing to bond on car. i4c Dallas firm, which alsd Is handling
k Well, lake heart, because the City of the city's advertising campaign in Fortune
Drnton - along with a hallns advertising mogneine later INS Fpring, onllclpales n 95
j company - is giving you the cpportunlty to per cent response to the queAlotsnalre.
t do just that. Cole, hmvever, Isn't quite o% eplimistle
And it won'! eosl you a Cent andsoysthercrponselikely wiNalllnthe to
Rylhetimeyourradihis,you'vr,probably to l5 per cent bracket.
already received a qurslionnazr In thn Norsworiby, Mercer and Kerns wi.
mail, askingyou to fill iloul and tclurn It to evaluate the data compiled from the
City Roll. qurstlonnalres which ore being forwarded i
Some a w of the qucsl,onrairrs -acre to the firm by the city.
mailed Iasi week by the Norsworlhy, Then. after judging how exhoustlve the
kicrcer and Kass Co, of Dallas. firm's evaluation is, the city could conduct
Already some eon lknlen citizens hove its own.evaluation to pull additional In-4 `
returned lhequerlronnairrs, sold King Cole, formation from the letters, Cole said
assistant to the city mauoger. The advertising firm Is morelaierestod In
Their pr;pose is to find out how Denton the attitude of the respondents toward
citizens feel about their city and to gauge Denton's economic derrlopmcnf, vhllr the
thrlr opinions about its economic growth. city will he interested In finding out What
But depending on the dr$ree of response residents feel are the strong and weak points
and the type of reactions recrlved from the of the community. Cole said.'
ryurationnatrrs, the project - port of the The elurstlunrurlrrs -acre sent to almost
rlty's selGpronrotlon svhrme to aaract clay housel3old in the ci'y. Game of the
industrial prospects -couldhavelmportont aparlmrnts clu%tered around North Tcsat
side•bcncftts, loo, Stale and Tcxus R'oman's universities were
•'I think It will be valuable in selling not Included, however, Cole sold.
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` Exhibit C-1
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11KAYY IMSPUNSK-King Cole, assistant to the elly manager, looks over some of
the questionnaires returned to the city by Denlou residents. About f2,WO
questionnaires were malkd out last seek to practically every hotrwhofd In Denton
to gel cilitcn response abuul the good and bad aspects of the city and to gauge
ppirllons about future economic dcvelopntcnl. About BUO of the questionnaires xere
mallet back in the first three days of the program.
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Exhibit D
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r DENTON RECORD-CHRONICLE
March 220 1976
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Your Opinion ;
By now you should have received in
the mail a quesllonaniaee from the
Denton Research slid Economic
Development Board, k
The general Ideal is that the board.
appointed by the city council one year
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• :ago. hopes to chart a game plan for -
Improving Demon's economic climate.
k` l You can ploy a vital role In this of,
fort. By tilling out the girstiotmalre
! and using the postage-free envelopo
Included with the rna1ing. Lie board
< will add your oplnlonb and thoughl} {
with those of your ne!ghbors ands
friends throughout the r,ty.
This is your chance to share in e
planned growth and development bt
your city. If you haven't dropped your
completed quationnalre in the return
mail, don't delay.
Your opinion won't count if you don't 1
share It.
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ADVERTISING AND PUBLIC RELATICNJSIKIRBY BIDG., MAIN AT AKARD, DALLAS, TEXAS 75201 )214) 712.8773
Exhibit E
RADIO-TV DEPARTMENT
CITY OF DENTON
60-Second Radio
(Questionnaire) RED-176
For Broadcast Harch 13, 14 6 15 KDNT
This is , a member of the City of Denton's
Research and Economic Development Board. And I want i
to ask the help of all Denton residents on a matter that
can help determine the kind of city we'd all like Denton ~I.
t .E f to become in the future.
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We're mailing you a survey questionnaire asking your
opinion of the various types of clean business and in-
dustry you'd like to see locate in the Denton area. It
is important that each of us take advantage of this oppor-
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tunny to share in planning the proper kind of glowth for
our city. . , and we need the views of every resident if
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we are to have a realistic picture of the kind of city
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you would like to continue to call home. Your opinion will j
count, but only if you share it with us. Won't you please
use the postage free envelope we're sending with your question-
naire and return yo+!r thoughts to us. For the sake of the
city0a future. Thank you.
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ADVERTISING AND PUBLIC RELATIONS/KIRBY BLDG., MAIN AT AKARD, DALLAS, TEXAS 75201 (2141742-8773
Exhibit F
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RADIO-TV DEPARTMENT
CITY OF DENTON
60-Second Radio
(RED Board Appeal) RED-276
` For Broadcast March 13, 14 A 15 KDNT
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This is speaking to Denton residents on E
behalf of the City's Research and Economic Development"
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Board, In the next few days, you will be receiving in
the mail a survey questionnaire asking for you to express
9 how you '.eel about various types of clean business and
industry that may be invited to locate in the Denton areso
We want everyone to have the opportunity to take part in
the planning for the rp oper kind of growth for our city
growth that will improve the quality of life for us all.
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So that we will be sure to get a true picture of the f
attitudes of all residents, will you please take the time
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to fill out the questionnaire and send it back to us in
the postage free envelope that will be provided. Thank you
in advance for your help.
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A Exhibit G
DENTON QUESTIONNAIRE CODING FORM
TOTAL RESPONDENTS 1,605
YES NO
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Work (no)
1,481 76 Live (yes)
No response
(92X) (SX) 48 (3X)
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j 2. Universities t
642 (40X)
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289 (18X)
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People
` 302 (19X)
1 Nice Size (Life style included)
J 531 (33X)
Location (near Dallas and Fort Worth)
449 (28X)
Parke
155 (9X)
Churchs
183 (11X) 3
Cultural Opportunities
119 (7X)
Low Crime
73 (5X)
Nice Homes
44 (3X) 1
No response or dcn t know Oak
91 (61)
100 (6X)
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Exhibit G-1
3. Pocr City Management and Politics
Lack of good restaurants
362 (22X) 71 (4X)
Poor Streets
tack of recreation and entertaiv ent
579 (362) facilities
69 (41;)
Water d Sewage
Lack of public transportation
138 (9X) 24 (2X)
Need More Parks
` Animal Control
97 (62) 19 (1X)
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Emphasis on Growth Lack of Job opportunities
56 (42) 64 (4X)
High Taxes
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53 (3X)
High Utilities
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k 158 (10X)
Shopping
66 (4X)
No Response ;
80 (5X)
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Other donOt
4. 100 200 500 over 500 none know
321 540 309 107 102 163
(21X 352 (20X) (71) (7X) (102)
\83X~
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5. Light Industry (Non-polluting)
623 (39X)
Retail Stores
263 (16X)
Insurance and Financial
62 (4%)
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Transportation and Distribution
I` 71 0%) i
Headquarters or Regional Offices
63 (4%) f
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No Response or don t know Restaurants
400 (252) 31 (2%)
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60 polluting or heavy industry
853 (53%)
Liquor Related
276 (17%)
Energy Companies
46 (3X)
Union or unskilled labor enployera - %
49 (3%)
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No response or don t know Othpti I
307 (19%) 102 (6%)
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