How do stakeholders benefit and in what ways?
If a current program exists, how does it compare with others elsewhere?
What challenges are there at SU/Salisbury currently? What solutions to challenges have other places implemented?
Know your audience. Sometimes academic scholarship bounces off of the average Joe. Meanwhile, when City Council hears about great things the town next door is doing, they are sometimes motivated (jealousy?) to "keep up." On the other hand, state and city government representatives can be persuaded by official data or solid research.