MISSOURI LIVABLE STREETS MOCAN Meeting July

Campaign Objectives 2  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 Communities 3

4 Source:

Who knows about LS or CS? Civic leader survey

How do they self-identify? 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 activistsCivic Leaders

Perceived benefits 8 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  (79%)  Direct mail (39%)  Fax (6%)  Face to Face (5%)

Decisions that matter 12

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

Positioning 14  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

Partnerships 15

Messaging 16 BarrierMessage SafetyLS makes for safer streets and neighborhoods for all people. Status QuoOld way hasn’t gotten us very far. More communities have shifted their perspectives. See what other communities like yours are doing. CostAffordable 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. DemandCitizens and many policy leaders are asking for it. Will be a growing demand given economic turndown. TimeAdditional planning and some upkeep, but these are long term investments. Move focus to long term benefits. FringePeople just like me; communities just like me are adopting these ideas. Why should you let your car have all the fun?

Communication Channels 17  Mo LS web site  Advertising: radio, TV, newspapers  General public relations  Tailored press releases  newsletters  List serv announcements MoCAN List serv Health departments LS Advisory Team Conferences and events Collateral/Posters, print materials Social media

Openings & Opportunities 18  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 Overview 19

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

Activities – Tailoring PR 21

Activities - Enhanced 22  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 23 Video not playing? See it online at:

Evaluation Plan 24  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 25     

Questions? Contact: 26 Amy Dunaway Health Communication Research Center