Boots On The Ground: THE ART AND SCIENCE OF COMMUNITY ENGAGEMENT

1. Boots On The Ground: THE ART AND SCIENCE OF COMMUNITY ENGAGEMENT “We live in a world in which we need to share responsibility. It's easy to say "It's not my child, not my community, not my world, not my problem." Then there are those who see the need and respond. I consider those people my heroes.” - Fred Rogers

2. The Art of Social Marketing Marketing Redefined

3. The Science of Messaging • Consistent Messaging is Essential Foundation • Fidelity to Brand • Research-based • Continuous Messaging builds Staying Power • Engaged Messengers all using the same message build Trust

4. The Science of Messaging • Why research? • Define effective messaging • Define words to avoid and credible words • Determine baseline • Set benchmarks • Measure progress • Methodology: Qualitative (focus groups) and quantitative (phone surveys)

5. The Power of Consistency • Pair up and share the one message about early childhood that you would like everyone to repeat.

6. Challenges and Successes Before: Focused on the organization first. After: Early Childhood first. First Things First second.

7. Messaging Research Resources • What resources can you use for messaging research? • Heckman: http://www.heckmanequation.org/ • Communicating About Children, Luntz, Maslansky Strategic Research • What Grownups Understand about Child Development: http://www.buildinitiative.org/files/grown-ups.pdf

8. The Science of Identifying Best Messengers • Strategic targeting of key influencers • Initial survey: Who do people trust? • Who are best messengers in each community? • Hurdle: Needed more disciplined approach to target audiences after Year 1

9. The Art of Engaging Best Messengers • Who in your community? • Complete parts 1-3 individually • In groups of 5-6, review best • opportunities • Share with larger group • Success: Trusted messenger becomes true Champion for Children.

10. The Art of Building Engagement

11. Successes and Challenges

12. Science: ROI of Engagement Activities

13. Challenges and Successes

14. The Art of Building Relationships

15. The Art of Inspiring Action LETTER TO THE EDITOR 2. 1. 3.

16. Training for Action • Formal Speakers Training • Teaching the importance of consistent messaging • Giving tools for action • Gaining commitment

17. Training Activity Example • You are speaking to a reporter with a colleague of yours at your organization’s event. Your colleague begins telling the reporter about First Things First. “First Things First is important because it helps poor kids,” she says. What can you add?

18. Challenges & Successes The Nutrition Education and Obesity Prevention Program provides nutrition & physical activity trainings to parents and child care providers of children five years and younger on the Navajo Nation

19. Science of Storytelling A story can put your whole brain to work The brains of the person telling a story and listening to it can synchronize. – Uri Hasson, Princeton University

20. The Art Of Storytelling • “Even if you have reams of evidence on your side, remember: numbers numb, jargon jars, and nobody ever marched on Washington because of a pie chart. • If you want to connect with your audience, tell them a story.” • Andy Goodman • The Goodman Center • www.agoodmanonline.com Stories inspire action

21. Engagement Leads to Change “Never doubt that a small group of thoughtful, committed citizens can change the world; indeed, it's the only thing that ever has.” -Margaret Mead Angela Mussi Memarie Tsosie amussi@azftf.gov mtsosie@azftf.gov www.readyazkids.com