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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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