Which term does your jurisdiction use? Do you see any difference between a 'comprehensive plan' and a 'master plan?' I've even seen some jurisdictions call it a "comprehensive master plan."
I like "master plan." It is fewer syllables and to the point. Perhaps the word comprehensive infers bringing in associated fields such as economic development or recreation management, whereas the term "master" might lead people to just think of infrastructure.
We're having some disagreement in the office about which term to use. Whatever we pick, I want to make sure we stick with it and don't confuse the public.