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Missouri Livable Streets

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%)

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Missouri Livable Streets

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  1. Missouri Livable Streets MOCAN Meeting July 2011

  2. 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

  3. 10 Communities

  4. Source: http://nextup.wordpress.com/2007/04/19/sense-respond-is-you-ear-to-the-ground/

  5. Who knows about LS or CS? 2010 Civic leader survey

  6. How do they self-identify? 2010 Civic leader survey

  7. 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

  8. Perceived benefits • Healthier people • Economic benefits • Safer neighborhoods and streets • Greener living

  9. 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

  10. Media Influencers MOST • Local TV news • National TV news • Radio • Local newspapers LEAST • National news • News web sites (CNN) • Social media • Cable news

  11. How do they want to hear from us? • Email (79%) • Direct mail (39%) • Fax (6%) • Face to Face (5%)

  12. Decisions that matter

  13. Overview • Local PR and partnerships • Mass media • Radio, TV, newspapers • Web • Social media • Event based

  14. 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

  15. Partnerships

  16. Messaging

  17. 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

  18. 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

  19. Activities Overview

  20. Activities – Mass Media • Radio & Television • Suburban and urban markets with MBA • Repurpose and repackage to warm waters/web • Newspapers • Paid • Earned

  21. Activities – Tailoring PR

  22. Activities - Enhanced • Community walkability audits & videos • Raise up local LS leaders and what’s been done • Press for partners • “Show-Me” videos/testimonials

  23. Voices from the Street Video not playing? See it online at: http://vimeo.com/26338685

  24. 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

  25. 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

  26. Questions? Contact: http://LivableStreets.missouri.edu Amy Dunaway Health Communication Research Center dunawaya@missouri.edu

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