MISSOURI LIVABLE STREETSMOCAN Meeting July 2011

1

Campaign Objectives2

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

10 Communities3

4

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

Who knows about LS or CS?5

2010 Civic leader survey

How do they self-identify?6

2010 Civic leader survey

Perceived challenges

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

7

Community activists Civic Leaders

Perceived benefits8

• Healthier people • Economic benefits• Safer neighborhoods and streets• Greener living

Who’s most important to them?

Elected officials (58%)

Local businesses (49%)

Parents (49%) Economic

development groups (46%)

Seniors Activists Schools Real estate

developers Employers

9

Most important to have on board?

Runners up?

Media Influencers

MOST Local TV news National TV news Radio Local newspapers

LEAST National news News web sites

(CNN) Social media Cable news

10

How do they want to hear from us?

11

Email (79%) Direct mail (39%) Fax (6%) Face to Face (5%)

Decisions that matter12

Overview13

Local PR and partnerships Mass media

Radio, TV, newspapers Web Social media Event based

Positioning14

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

Partnerships15

Messaging16 Barrier Message

Safety LS makes for safer streets and neighborhoods for all people.

Status Quo

Old way hasn’t gotten us very far. More communities have shifted their perspectives. See what other communities like yours are doing.

Cost Affordable and sometimes more inexpensive option. ROI, health impact assessments; value of investments (real estate, infrastructure)There are other options, too: Links to grants

Design process

We’re not all designers, but there are resources to help. RPCs, etc.

Demand Citizens and many policy leaders are asking for it. Will be a growing demand given economic turndown.

Time Additional planning and some upkeep, but these are long term investments. Move focus to long term benefits.

Fringe People just like me; communities just like me are adopting these ideas.Why should you let your car have all the fun?

Communication Channels17

Mo LS web site Advertising: radio,

TV, newspapers General public

relations Tailored press

releases Email newsletters List serv

announcements

MoCAN List servHealth

departmentsLS Advisory TeamConferences and

events Collateral/Posters,

print materialsSocial media

Openings & Opportunities18

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 Overview19

Activities – Mass Media20

Radio & Television Suburban and urban markets with MBA Repurpose and repackage to warm

waters/web Newspapers

Paid Earned

Activities – Tailoring PR21

Activities - Enhanced22

Community walkability audits & videos Raise up local LS leaders and what’s been

done Press for partners “Show-Me” videos/testimonials

Voices from the Street23

Video not playing? See it online at: http://vimeo.com/26338685

Evaluation Plan24

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 MoLS25

http://LivableStreets.Missouri.Edu http://

missourilivablestreets.blogspot.com/ http://facebook.com/LivableMo livablestreets-l@po.missouri.edu http://twitter.com/LivableMo

Questions? Contact:26

http://LivableStreets.missouri.edu

Amy DunawayHealth Communication Research Centerdunawaya@missouri.edu