Agenda Item no. 7 Page 1 / 4

REPORT of

HEAD OF PLANNING SERVICES

to

PLANNING AND LICENSING COMMITTEE

14 NOVEMBER 2013

MALDON DISTRICT DRAFT LOCAL DEVELOPMENT PLAN -

COMMUNICATION PLAN

1. PURPOSE OF THE REPORT

1.1 The purpose of this paper is to outline a strategic approach to communicating the

Draft Local Development Plan (LDP) including:

activity grid outlining key activity (APPENDIX 1) – the channels

recommended are based on what is deemed to be the best communication tool;

identification of Members and Officers who will take forward (and manage)

communication with key stakeholders;

agreed key messages to use when talking about the LDP (APPENDIX 2);

frequently asked questions (APPENDIX 3).

1.2 Phase I – ‘Inform and Engage’ - The scope of work proposed in this paper has

already begun – with the current Draft LDP being made available. Every household

and business within the Maldon District have been posted details of the Public

Consultations (28 August – 14 October), along with a Public Consultation

Questionnaire. All responses must be returned by 14 October 2013.

1.3 Phase II – ‘Implementation’. The strategy outlined in this paper will be followed up

by development of a second phase communication approach during the

Masterplanning process and after Submission of the LDP to the Secretary of State

(2014).

2. AREA FOR DECISION / ACTION

2.1 Our ‘needs’ - In order to effectively communicate the LDP, from intentions to

outcomes, we need to:

Speak with one voice. The LDP has been developed to meet the Coalition

Government’s requirements and will be managed objectively over the next

15 years.

If the Council does not allocate sufficient land to meet its housing needs, it

will be difficult to manage unplanned development, which in turn may have an

adverse effect on the environment and heritage and associated infrastructure.

We need to make sure all Members and identified Officers have the

confidence and support to talk positively about what we (the Council) are

trying to achieve.

DOC82

Agenda Item no. 7 Page 2 / 4

Speak clearly. The LDP is a huge initiative. We need to develop a clear

understanding of the District’s proposals and we need to be able to talk simply

and effectively about why it is so important that we allocate the right areas for

development by way of avoiding unplanned development.

Speak persuasively. We need to communicate with a range of stakeholders to

encourage advocacy for the LDP.

2.2 Key ‘boiler plate’ message script

2.2.1 The Draft LDP seeks to achieve a balance in meeting needs for development – homes,

employment, shopping and community facilities – with the need to protect and

enhance the District’s character and much valued features such as open spaces,

landscape and heritage and to ensure that development takes place in the most

appropriate places.

2.2.2 In allocating areas for new development, the focus is on place shaping and improving

the quality of life for everyone living and working in the District – now and in the

future. This means creating sustainable communities with a range of high quality

housing including affordable housing and housing for older people; employment;

open spaces; schools; health and community facilities and transport provision – places

that are well integrated with existing settlements and do not adversely impact on the

environment and special character of the District.

2.2.3 Public Consultations for the Draft LDP concluded on 14 October 2013 and the

Council will now consider all comments and produce a pre-submission version which

will be consulted on again before being submitted to the Coalition Government and a

public examination held.

2.3 Origins of the Local Development Plan:

In 2006 the Council began work to develop and produce a Local Development

Framework (LDF) Core Strategy that would ultimately identify areas for

development within the District.

Consultation rounds were undertaken in March and then September 2007.

In April 2009 the LDF ‘Preferred Options’ document was published for public

consultation.

Between 2010 and 2013 the Coalition Government has made a number of

reforms to the planning system. Therefore, in response to the changes, the

Council took a decision in 2011 to develop a Local Development Plan (LDP).

The LDP defines the distribution of development, strategic allocation and the

development management policies.

In July 2012 the Council published the LDP Preferred Options consultation

document.

From 28 August to 14 October 2013 the Draft LDP was made available for

Public Consultation. Every household and business within the District

received details of the proposals and a questionnaire.

There will be a Pre Submission Consultation between November 2013 and

January 2014.

Agenda Item no. 7 Page 3 / 4

The LDP will then be submitted to the Secretary of State with adoption in late

2014.

2.4 Communications deliverables

2.4.1 Although work is already underway, it is anticipated that in late 2014 the LDP will be

adopted and implementation will begin. The District will then need to communicate

the following:

A coherent narrative explaining the management of the LDP. This could be

done via newsletter and the website for example.

Media coverage at local level (when appropriate).

A process where Members use messaging proactively and in a coordinated

way.

A communications strategy outlining activity.

Engagement activity with current and potential advocates for the LDP.

2.5 Issues to be aware of (risks and challenges)

Number of Members and Officers involved increases the risk of top line

messages being diluted.

Need to ensure outgoing material is approved by the central communications

team.

2.6 Coordination and ownership of messages

2.6.1 As the ‘inform and engage’ phase of communications is already underway, Members

may wish to take forward further communication with external stakeholders or

audiences at a more granular level, particularly during the Public Consultation period.

2.6.2 There may be opportunities during those engagements to disseminate more general

messages. Similarly, potential developers should have resources to strengthen top

line messages inter alia providing case studies.

2.6.3 The Planning Policy Communications Officer will manage coordination of messages

and opportunities as desired and required. We want to ensure that the LDP messages

get across loud and clear and that activity is taken forward in a coordinated way.

2.7 Press Protocols

2.7.1 The following will be managed (with the agreement of Members as appropriate) and

will have final approval from the Council's communications team:

News;

Media enquiries;

Media statements;

Media interviews;

Spokesperson quotes;

Content for the Council’s website (electronic newsletter);

Social media announcements (Twitter);

The Council’s Press Protocols can be found at: http://inet/wp-

content/uploads/2007/07/workingwiththemedia-May-2011.pdf

Agenda Item no. 7 Page 4 / 4

3. IMPACT ON CORPORATE GOALS

3.1 The draft LDP supports corporate goals which underpin the Council’s vision for the

District and in particular: protecting and shaping the District and balancing the future

needs of the community and meeting the housing needs of the District.

4. IMPLICATIONS

(i) Impact on Customers – Positive, through a plan-led approach to

communicating progress for the draft LDP.

(ii) Impact on Equalities – None identified.

(iii) Impact on Risk – None identified.

(iv) Impact on Resources (financial) – Not applicable.

(v) Impact on Resources (human) - Not applicable.

(vi) Impact on the Environment – Positive, the outcomes from the Briefs are

intended to sustain and enhance the quality of the built environment.

5. CONCLUSIONS

5.1 Public Consultation and regular stakeholder engagement is a necessary and integral

component to the LDP process.

5.2 The Council is committed to sustain and enhance the built and natural environment

through the Draft LDP process and Masterplanning processes.

5.2 The Masterplanning processes, through the LDP Developer Forum supports the draft

Strategic Policies in the Draft LDP. It allows the necessary engagement with all

parties whilst giving more status to the LDP process and managing future strategic

development.

5.3 ‘Harder to reach’ groups and those not ‘directly’ involved with the progression of the

draft LDP can be updated via a range of media options as set out in the

Communications Plan.

6. RECOMMENDATION

That the content of the report be noted.

Background Papers: Draft Local Development Plan (Maldon District Council, 2013).

Enquiries to: Nadine Daines, Planning Policy Communications Officer, (Tel: 01621 875835).

APPENDIX 1

1 / 1

[NB: some dates still to be identified/confirmed as at 18 October]

Maldon District Council – Local Development Plan

Overview of Communication Activity 2013-14

Alongside the m

onthly tasks, activities will be on going as

outlined in the Strategic com

munications P

lan

New

s U

pd

ate

on

Web

site

Pla

nn

ing

&

Lic

en

cin

g

Meetin

g

Lo

cal A

rea

Co

mm

ittee

Brie

fing

s

Mem

be

rs

Bu

lletin

g

Maste

r

Pla

nn

ing

W

ork

sh

op

s

MD

C In

tern

al

Co

mm

s

Pu

blic

C

on

su

ltatio

n

perio

d

So

cia

l Med

ia

(Tw

itter)

Qu

arte

rly P

aris

h

Brie

fing

s

Qu

arte

rly

Paris

h C

lerk

s

Fo

rum

Co

mm

ittee

Meetin

gs

Co

urie

r

(an

nu

al

pu

blic

atio

n)

August tba tba tba tba September October

November December January tba February March April May June July August

APPENDIX 2

1 / 1

[for internal use only]

Maldon District Council

Draft Local Development Plan 2014-2029

5 Key Messages

After Government reforms to the planning system, between 2010 and 2013, it was essential that Maldon District Council (MDC) developed a Local Development Plan (LDP) setting out a desired place shaping strategy with strategic allocation preferences.

The number of proposed dwellings in the LDP reflect population projections and demographic changes including an increasing number of older people and smaller households.

The Draft LDP seeks to achieve a balance in meeting needs for development – homes, employment, shopping and community facilities.

The LDP will ensure control for MDC to protect and enhance the District’s character and much valued features.

In allocating areas for new development, the focus is primarily to improve the quality of life for everyone living and working in the District – now and in the future.

Issued by The Planning Policy Team 17th October 2013 Enquiries to: nadine.daines@maldon.gov.uk

APPENDIX 3

Page 1 of 8

Maldon District Council

Draft Local Development Plan 2014-2029

Background

Origins of the Local Development Plan

In 2006 the Council began work to develop and produce a Local Development Framework (LDF) Core Strategy that would ultimately identify areas for development within the District.

Consultation rounds were undertaken in March and then September 2007.

In April 2009 the LDF Core Strategy ‘Preferred Options’ document was published for public consultation.

Between 2010 and 2013 the Government made a number of reforms to the planning system. Therefore, in response to the changes, the Council took a decision in 2011 to develop a Local Development Plan (LDP). The LDP defines the distribution of development, strategic allocation and the development management policies.

In July 2012 the Council published the Local Development Plan Preferred Options consultation document for public consultation.

From 28 August to 14 October 2013 the draft LDP is available for Public Consultation. Every household and business within the District received a leaflet summarising the proposals and a questionnaire.

A Pre Submission Consultation is scheduled to take place later this year.

The LDP will then be submitted to the Secretary of State for Examination-in-Public with adoption in late 2014.

APPENDIX 3

Page 2 of 8

Frequently Asked Questions

Why do we need to plan for so many houses?

Until recently, local housing and employment targets were set by the East of England Regional Plan. However, there have since been a number of changes to the planning system that have impacted on how housing and employment opportunities are derived.

Local Councils are now responsible for managing and identifying housing requirements locally - a process based on meeting ‘objectively assessed needs’ for housing unless there exceptional reasons for not doing so.

The housing target set out in the Draft LDP has been derived from a comprehensive evidence base following a series of scenarios based on population projections, migration and new household formation.

Why has the number of new homes required to meet housing needs

increased from 3000 to 4410?

In order to ensure that the LDP satisfies the Government’s requirements, it has been necessary to reassess how much development will be required to meet the District’s

housing needs over the next 15 years.

The number of new dwellings has been increased to reflect population projections and demographic changes which include for example, an increasing number of older people and smaller households. It is imperative that more homes are made available to avoid a decline in the working age population which would have a substantial impact on the local economy, services and overall quality of life in the District.

Maldon District Council also has over 1000 households on the waiting list for affordable housing and this demand is predicted to rise over the next few years.

How will existing residents benefit from proposed new

developments?

The ultimate aim is for the Local Development Plan to improve the quality of life for those who live, work here and also for those who visit the District, to the benefit of existing and future generations.

APPENDIX 3

Page 3 of 8

Development is needed to meet locally derived housing needs and requirements, to protect local services and deliver new affordable homes and infrastructure. Our evidence shows that up to 50% of new homes will need to be one or two bedrooms to match local demand.

By meeting housing needs it will be possible to resist other development proposals which are unsustainable or in inappropriate locations. It is essential that Development can be managed and controlled to protect rural areas and the character of the District.

Has the Council considered other approaches to accommodating

its housing needs?

The Council has considered a large number of options for delivering the required growth and associated infrastructure requirements. In this process, the Council approached neighbouring Districts to ask them to take our growth needs. Ideas for a new town, rural dispersal and growth in Latchingdon, Southminster and North Fambridge were also discounted on grounds of poor sustainability. Appendix 6 of the Draft LDP provides further details.

The Council’s preferred option is concentrated growth around our principle settlements, as proposed in the Local Development Plan. This has been the Council’s plan since the LDP 2012 was consulted on last year. Previous

consultations with the public had revealed support for growth to be located near our main towns rather than evenly distributed among villages.

Why is it necessary to build on Greenfield land?

The Councils priority is to build on previously developed or brownfield land within existing settlements but unfortunately there is not enough brownfield land to accommodate the required level of growth. This means that the Council has to allocate some greenfield sites for development.

The proposed allocations in the draft LDP have followed a detailed assessment of landscape character, environmental and infrastructure constraints and the identification of appropriate locations for development. The LDP sets clear guidance to ensure that new development protects and enhances the landscape and character of the historic environment, including the need to retain and integrate natural features such as woodland and hedgerows, and to establish a strong landscape character.

APPENDIX 3

Page 4 of 8

The allocation of suitable sites for development will ensure that the Council can resist unplanned development on other Greenfield sites which may have more adverse effects on our landscape and heritage.

Why do we need large development sites? Can’t we have a number

of smaller sites?

The development of larger sites, such as the proposed Garden Suburbs, is essential to enable the necessary infrastructure to be provided to support new communities. Breaking up the development means less infrastructure can be afforded. This approach will also enable developments to be comprehensively planned to create more attractive places to live and better integration with existing settlements.

Garden Suburbs will ensure a higher quality of development with a mix of housing, employment and community facilities and extensive landscaping with open spaces and tree lined streets. The Garden Suburbs with be fully integrated with Maldon and Heybridge through shared community facilities and public transport, walking and cycling links.

The Garden Suburbs will result in a significant expansion of

Maldon and Heybridge. Won’t this have an adverse impact on the

character of the existing settlements?

The Garden Suburbs will be comprehensively planned and masterplans will be agreed prior to the commencement of development. The local community will be consulted on more detailed proposals and the masterplans as part of the process.This will ensure a high quality of development with a mix of housing, employment and community facilities and extensive landscaping with open spaces and tree lined streets. The Garden Suburbs will be fully integrated with Maldon and Heybridge through shared community facilities and public transport, walking and cycling links.

APPENDIX 3

Page 5 of 8

The proposed scale of development cannot be developed within the

capacity of existing infrastructure and will have an adverse effect

on existing communities. How will the Council ensure that

adequate infrastructure is provided to support the new

development?

New development will be required to contribute to the provision of necessary infrastructure to ensure that it does not place unacceptable pressure on existing communities and services. Extensive research and consultation has been undertaken, covering archaeology, health, highways, education, flooding, sewerage and sustainable transport. The requirements for new infrastructure are set out in the LDP. Developers will be required to enter into legal agreements to ensure delivery at the appropriate time.

Traffic is a key concern for developments in Maldon, Heybridge and Burnham, and we have been working closely with Essex Highways to study local impact on busy junctions. Where physical and environmental constrains allow, we will be asking developers to fund improvements in the local network as well as asking for contributions to public or sustainable transport.

At least two relief roads and capacity improvements to Wycke Hill roundabout are planned as part of the developments. Further details will be consulted on as part of the Masterplans for these areas.

The council’s spatial strategy to concentrate growth at Maldon and Heybridge will put pressure on the A12 and the main routes to the A12. We are working with Essex Highways to produce further studies and promote necessary projects or measures that will unlock growth. Highways issues, and the impact of traffic congestion, are not a strong enough constraint for not meeting ‘objectively assessed needs’ for housing

in the District.

There are currently flooding problems in Maldon, Heybridge and

Burnham, won’t building more houses in the flood plain will make

flooding worse?

New national guidelines as reproduced in the draft LDP state that new developments cannot increase flood risk elsewhere. This means that developers need to submit flood mitigation plans which ensure that surface water run-off after the development is better or the same as agricultural use. The guidelines also say that where new development presents opportunities to reduce the causes and impacts of flooding, these should be taken.

APPENDIX 3

Page 6 of 8

A key objective for the Draft LDP is to improve the quality of life for existing residents and by putting in flood alleviation schemes where there is opportunity to do so, such as at Heybridge, we could change the local hydrological system and reduce future surface water flooding. Essex County Council is the Local Flood Authority and will be responsible for approving surface water flood schemes - they will check that developer’s schemes are appropriate for the job before planning is granted.

The development proposed for Maldon and Heybridge will

overwhelm the Plume School, which is already at capacity. Where

will the new children go to school?

As part of the decision making for the LDP, a number of discussions have taken place between the Council, the Plume School and the Local Education Authority, Essex County Council. There is an acknowledgment between the parties that existing facilities at the Plume School will not be able to accommodate the level of growth in its catchment area, therefore some form of expansion will be required.

During Council’s decision making process, we consulted with Essex County Council’s Education Authority and they have assessed expected pupil calculations. The table below is an excerpt from their report.

The factors used to calculate demand from qualifying dwellings are as follows:

Houses Flats

Primary School 0.3 0.15

Secondary School 0.2 0.1

Sixth Form 0.04 0.02

This means that for example, from a major development of 3000 houses, Essex County Council require a developer’s contributions to accommodate 600 secondary

school pupils. These figures were taken into account when Council made their decision to allocate housing sites in the LDP. Please bear in mind that capacity at the Plume School is calculated differently because it must relate to the phasing of the developments (i.e. houses don’t all get built at once). As the Council’s proposed

Local Development Plan is still in draft, final calculations are still being formulated. The Council has commissioned a feasibility study to look again at the estimated number of pupils, undertake site surveys which will enable recommendations as to whether the on-site expansion is possible. This report is expected to be finalised by November 2013.

APPENDIX 3

Page 7 of 8

How will the Council ensure a high quality of development and the

creation of attractive places for people to live and work?

The Council will seek to ensure that all development is of a high design quality which respects and enhances the character of the District and heritage assets. The Garden Suburbs and strategic allocations will be comprehensively planned to ensure attractive developments with well integrated extensive green infrastructure. A Maldon District Design Guide will be prepared setting out clear guidelines and guidance for new development.

Why does the plan include an allocation for 450 new homes in

Burnham-on-Crouch? The proposed scale of development will

adversely affect the character of the town and place unacceptable

pressures on existing infrastructure.

It is accepted that Burnham-on-Crouch’s growth potential is limited by its relative

isolation away from the strategic road network. However, the town does represent a sustainable location for some development due to its access to service, facilities and jobs.

The level of growth proposed in Burnham-on-Crouch has been limited to the number of new homes required to meet its own needs which have been assessed by the Council taking into account population and household growth forecasts in the District – this equates to approximately 0.8% a year.

Proposed development sites will need to be comprehensively planned to ensure that any necessary improvements to infrastructure are undertaken and that development is of a high quality that is well integrated with the existing town. Developers will be required to deliver appropriate infrastructure to support new development and will be required to enter into legal agreements to ensure delivery at an appropriate time.

The majority of proposed allocations are expected to be delivered within the next 5 years because it is of critical importance that we address the shortfall in housing as soon as possible.

APPENDIX 3

Page 8 of 8

What happens if planning applications are submitted before the

LDP is adopted?

When the LDP is adopted, planning applications for residential development on sites not allocated in the LDP will be treated as ‘windfall sites.’ Since 2001, Maldon

District has had a regular supply of windfall sites. These will be counted towards our committed development supply and will not reduce our housing target.

If however, planning applications are submitted for the Garden Suburbs or strategic allocations in advance of adoption of the LDP, these will be considered against existing policies as well as relevant emerging draft policies in the Draft LDP, in particular the requirement for Masterplan preparation and infrastructure provision.

If applications for development are made in rural villages, these will also be considered against existing policies and relevant emerging policies in the LDP. The Rural Allocations DPD will be prepared in consultation with parish councils and local communities. Due to the amount of input needed from communities, planners and councillors, work on the document will commence after completion of the LDP.

Information provided by the Planning Policy Team Oct 2013