Content copyright Spitfire Strategies © 2007 Think Inside the Box HELLO HOW ARE YOU TODATI AM WELL...
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Transcript of Content copyright Spitfire Strategies © 2007 Think Inside the Box HELLO HOW ARE YOU TODATI AM WELL...
Content copyright Spitfire Strategies © 2007
Think Inside the Box
HELLO HOW ARE YOU TODATI AM WELL AND OY
Welcome!
Before we begin, please take a moment to fill out the blue pre-evaluation form on your table.
Winning Strategies:
Victory with the Smart Chart
First Things First
Start with strategy
First Things First
Start with strategy
Go in order
First Things First
Start with strategy
Go in order
Make choices
Laws of Communication
Perception vs. fact
Laws of Communication
Perception vs. fact
Repetition and consistency
Laws of Communication
Perception vs. fact
Repetition and consistency
Targeted
Program Decisions
Goal, Mission & Objectives
GOALBig, audacious statement about the world you are trying to create.
MISSION
Statement of why (and sometimes how) your organization does its work in pursuit of your vision.
OBJECTIVEElement of incremental progress you will use to advance your mission.
Goal, Mission & Objective – Walk Sacramento
GOAL Ensure that the streets of Sacramento are safe for all users at all times.
MISSIONWalkSacramento’s mission is to preserve, develop and improve the Sacramento Region's pedestrian environment and resources through education, assistance, fundraising and other activities
OBJECTIVEEstablish “Complete Streets” transportation policies and procedures to cover both new and existing streets in all Sacramento County jurisdictions by September 2007.
Setting Objectives
• S
• M
• A
• R
• T
Be SMART!
pecific
easurable
ttainable
ealistic
ime-bound
Setting Goals - Celebrity Chef
Decision Maker
Who really has the power to help you reach your goals?
Ensure that the streets of Sacramento are safe for all users at all times.
Establish “Complete Streets” transportation policies and procedures to cover both new and existing streets in all Sacramento County jurisdictions by September 2007.
Sacramento Transportation Authority governing board: Roger Dickenson, Susan Peters, Roberta MacGlashan, Don Nattoli, Jimmie Yee
Case Study – Walk Sacramento
Your Turn
Complete Box One of your Smart Chart.
Internal Scan
What do you control?
External Scan
What outside influences must you consider?
Define Your Position
The 10,000 foot view
Define Your Position
Position 1: Frame
Define Your Position
Frame
Position 2: Fortify and amplify
Define Your Position
• Frame• Fortify and
amplify• Position 3:
Reframe
Growing public awareness of pedestrian and bike issues/desire for walkable communities
x
Strong commitment of partners involved
No funding other than RWJF
Case Study – Walk Sacramento
Traffic engineering bias toward auto congestion relief and projects that expand road capacity for autos
Your Turn
Complete Box Two of your Smart Chart.
See you tomorrow!
Target Your Audience
Who must you reach to achieve your objective?
Target Your Audience
Walk Sacramento
Sacramento Transportation Authority Governing Board
Neighbors/community members
Traffic engineers and planners
Readiness
“Every fifth child is
overweight”
Started pacing the sidelines while kids played soccer
Soon was walking with kids every night after dinner
Fights urge to run onto soccer field and play forward
Core Concerns
What do THEY care about?
Theme
How do you connect?
How should you grab their attention?
Sacramento Transportation Authority governing board
x
Case Study – Walk Sacramento
Safety
Theme:“Complete” streets are safe streets.
Limited Resources
Your Turn
Complete Box Three of your Smart Chart through Theme
Message
Message
Message Box: Policymakers
Innocent people should not be wrongfully convicted and sentenced to die.
Provide DNA testing to all accused of a capital
crime.
More than 200 have in
the U.S. since 1976.
Then we’ll have a fair justice
system.
Message Box: Sac TA Board Members
A safe Sacramento requires safe streets.
An investment in alternatives to driving creates permanent solutions for the health and safety of our community.
The streets of Sacramento will be safe for all users for
generations to come.
Ensure that all new and retrofit roadway projects provide opportunities to walk and bike instead of
just drive.
RWJF Strategic Communications Training Program, produced by Spitfire Strategies
Four Sins of Message
• MEGO
• Charismatic Megafauna
Charismatic
Megafauna
Four Sins of Message
RWJF Strategic Communications Training Program, produced by Spitfire Strategies
Four Sins of Message
• MEGO
• Literal sclerosis
• Literal Sclerosis
Four Sins of Message
RWJF Strategic Communications Training Program, produced by Spitfire Strategies
Four Sins of Message
• MEGO
• Literal sclerosis
• Statistical overload
Four Sins of Message
RWJF Strategic Communications Training Program, produced by Spitfire Strategies
Four Sins of Message
• MEGO
• Literal sclerosis
• Statistical overload
• Lack of narrative
Flu clinics at polling sites on Election Day.
Learn more atwww.voteandvax.org
Messengers
Who can the audience hear?
UR the SpokespersonUR the Spokesperson
• Traffic engineers/planners• Teri Duarte• Coalition leadership
Case Study – Walk Sacramento
Communications Activities
Tactics
HOW do you deliver the message?
What are you already doing?
• Program and Board Meetings
• Policy Analyses
• Legislative Proposals
• Expenditure Plans
• Press Releases
• Reports from other organizations
More Communications Opportunities
• Conduct polls and surveys
• Meet with policymakers
• Editorial Board & media outreach
• News conferences & releases
• Print ads, grassroots mobilization
• Radio ads, patch-thru calling
Engaging the Community
• Message training: “singing from the same hymnal”
• Tool kits
• ‘Who Do You Know’ inventory
• E-Champions sign-ups
• Personal Stories
• Letters to the Editor
• Legislative Office Visits
Timing
WHEN does each tactic happen?
Assignments
WHO is in charge of the tactic?
Budget
That’s all we’ve got?
HOW MUCH will it cost?
Sacramento Transportation Authority Governing Board
Case Study – Walk Sacramento
Dirty Dozen Campaign (ID 12 major streets in Sac. County that show the most room for improvement)
Press conference July 2007 •Committee; Anne Geraghty
Measurements of Success
Outputs
Measurements of Success
Outputs
Outcomes
• Dirty Dozen streets ID’d• Community organizations signed on• Presentations completed/given• Op-ed meetings scheduled• Engineering advisory board members confirmed
• Inclusion of pedestrian, bicycle & universal access in new transportation projects• Adopted amendments to street design standards• Adopted general plan policies• Adopted amendments to subdivision design standards
Case Study – Walk Sacramento
Reality Check
Doable Can we really pull this off?
Reality Check
Doable
Look for inconsistency
Reality Check
Doable
Look for inconsistency
Test assumptions
Reality Check
Doable
Look for inconsistency
Test assumptions
Integrate into overall plan
Reality Check
Doable
Look for inconsistency
Test assumptions
Integrate into overall plan
Review progress regularly
How do you connect?
Content copyright Spitfire Strategies © 2007
THE END
HELLO HOW ARE YOU TODATI AM WELL AND OY
Closing Ceremony
• www.smartchart.org
• Follow-up assistance
– Sept. 19
– Oct. 17
– Dec. 12
• Please complete and hand in evaluations
Closing Ceremony
Closing Ceremony
Take home the gold!