260 likes | 462 Views
Missouri Livable Streets. MOCAN Meeting July 2011. Campaign Objectives. To increase the number of communities with LS ordinances or resolutions in Missouri Increase support for LS among 10 key communities Decrease number of local leaders who report not knowing about LS (47%)
E N D
Missouri Livable Streets MOCAN Meeting July 2011
Campaign Objectives • To increase the number of communities with LS ordinances or resolutions in Missouri • Increase support for LS among 10 key communities • Decrease number of local leaders who report not knowing about LS (47%) • Increase use of LS practices/transport/design
Source: http://nextup.wordpress.com/2007/04/19/sense-respond-is-you-ear-to-the-ground/
Who knows about LS or CS? 2010 Civic leader survey
How do they self-identify? 2010 Civic leader survey
Perceived challenges Community activists Civic Leaders • Fear: crime, the ‘new’ • Need for education • Status quo • Earth crunchy/fringe perception • Lack of consistent message • Shortage of funding dollars • Time • Lack of political support • Problems convincing the general public • Need to see results • Need more $ • Need for ROI • Lack of support
Perceived benefits • Healthier people • Economic benefits • Safer neighborhoods and streets • Greener living
Who’s most important to them? Most important to have on board? Runners up? • Elected officials (58%) • Local businesses (49%) • Parents (49%) • Economic development groups (46%) • Seniors • Activists • Schools • Real estate developers • Employers
Media Influencers MOST • Local TV news • National TV news • Radio • Local newspapers LEAST • National news • News web sites (CNN) • Social media • Cable news
How do they want to hear from us? • Email (79%) • Direct mail (39%) • Fax (6%) • Face to Face (5%)
Overview • Local PR and partnerships • Mass media • Radio, TV, newspapers • Web • Social media • Event based
Positioning • Stronger communities • Health • Economy • Professional satisfaction and pride • Stronger community relationships • Investments with a their own ROI • Costs: • Time • Financial burden • Competing priorities • Long term benefits
Communication Channels • Mo LS web site • Advertising: radio, TV, newspapers • General public relations • Tailored press releases • Email newsletters • List serv announcements • MoCAN List serv • Health departments • LS Advisory Team • Conferences and events • Collateral/Posters, print materials • Social media
Openings & Opportunities • Community events • Professionals meetings & conventions • MoCAN partners • Seasonal fairs and meetings • LS capacity-building & technical trainings: • 8/10: Advocacy training in Jeff City • 8/25: Design workshop • 8/27: Advocacy tx in STL
Activities – Mass Media • Radio & Television • Suburban and urban markets with MBA • Repurpose and repackage to warm waters/web • Newspapers • Paid • Earned
Activities - Enhanced • Community walkability audits & videos • Raise up local LS leaders and what’s been done • Press for partners • “Show-Me” videos/testimonials
Voices from the Street Video not playing? See it online at: http://vimeo.com/26338685
Evaluation Plan • Clipping service (pre-lead up, during and post) • Analysis in fall/winter 2011 • Database search for comparables • Google analytics • General reach, frequency metrics from mass media • Possible-Questions from second round of Local Civic Leaders Survey, fall 2011
Get Connected to MoLS • http://LivableStreets.Missouri.Edu • http://missourilivablestreets.blogspot.com/ • http://facebook.com/LivableMo • livablestreets-l@po.missouri.edu • http://twitter.com/LivableMo
Questions? Contact: http://LivableStreets.missouri.edu Amy Dunaway Health Communication Research Center dunawaya@missouri.edu