SSC2011_Ilana Preuss PPT

Positive Framing of Your Sustainable Communities Message

Recent Polls and Lessons Learned

Ilana PreussChief of Staff

September 27, 2011

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Topics

• Connecting to People and their Community

• Language to Reach Your Target Audience

• People are focused on the economy – Surprise!

• Taking It Home

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Connecting to People and their Community

• What connects people to the place they live?

• Soul of the Community

• Gathering Place

• Inclusiveness

• Aesthetic

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The places we live

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The places we live

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The places we live

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The places we live

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The places we live

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The places we live

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Showcase the strengths of your community or project

• Tell the story of the place• What does this project

do for the community?• Why is that key to the

local economy?

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Language to Reach Your Target Audience

• What is your objective?

• Who is your target audience?

• What do they need to hear?

• Who is the best messenger?

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Sustainable Communities Poll• Their region needs to rethink housing and

transportation because “it doesn’t work for most people.”

• Sustainable communities are broadly supported in every region and every region believes they need more of them (with definition).

• Sustainable communities are widely seen as important to rebuilding the economy.

• There is a clear demand for sustainable communities and it is increasing.

• The Livability Principles are also broadly supported.

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A sustainable community is…

An urban, suburban or rural community that has more housing and transportation choices, is closer to jobs, shops or schools, is more energy independent and helps protect clean air and water.

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Support for Sustainable Communities (With definition)

Q: For the remainder of this survey, please use the following definition of sustainable communities: An urban, suburban, or rural community that has more housing and transportation choices, is closer to jobs, shops or schools, is more energy independent, and helps protect clean air and water.

In favor Opposed Not sure0%

10%

20%

30%

40%

50%

60%

70%

80%

90%79%

5%16%

Non-partisan supportIndependents: 76%Republicans: 72%Democrats: 89%No affiliation: 65%

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Does your region need more sustainable communities?

Q: Do you think that the region of the country in which you live needs more sustainable communities?

Yes No Not sure0%

10%

20%

30%

40%

50%

60%

70% 66%

15%19%

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Support for Key Principles

Livability Principle Agree

Enhance economic competitiveness 88%

Value communities and neighborhoods 87%

Provide more transportation choices 83%

Promote equitable, affordable housing 83%

Support existing communities 80%

Coordinate policies and leverage investment 80%

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The Economy and Sustainable Communities

• Jobs and the Economy remain the number one national priority across all regions and demographics.

• Americans want the government to “stop spending money it doesn’t have” and “use the money it has more effectively.”

• Increasing infrastructure spending that supports communities such as public transportation, roads, trains, water systems is seen as a jobs catalyst and economic boost.

• Dominant economic theme: Grow the economy and balance the budget by spending what we do have more wisely.

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National Priorities for our Elected Officials

High Priorities (60%+)• Jobs

82%• The economy

85%• Health care costs

70%• Federal deficit

68%• Cost of living

61%• Taxes

63%• Education

63%

Q: Now we would like to ask you some questions about the issues our nation is facing today. How much of a priority do you think each of the following issues should be to our elected officials?

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National Priorities, cont.

Medium Priorities (49%+)• Ending the war(s)

57%• Public safety

51%• Reducing our dependence on oil 51%• Addressing poverty 49%• Clean air and water 49%

“Just Not Priorities”• Wall Street and banking reform 39%• Housing market downturn 38%• Climate change and global warming 30%• Transportation

21%• Land development patterns 16%

Q: Now we would like to ask you some questions about the issues our nation is facing today. How much of a priority do you think each of the following issues should be to our elected officials?

National Priorities for our Elected Officials

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Top Governmental Actions to Help the U.S. Economy

Q: Which of the following governmental actions do you believe would be effective in helping the U.S. economy? Please select all that apply.

Other

Reduce regulation

Invest in clean energy and develop ''green jobs''

Invest in technology and innovation

Increase investment in public transportation, roads, trains, water systems and the other in-

frastructure that support communities

Invest in education

Spend on activities that create jobs imme-diately

Cut taxes

Use the money it has more effectively

Stop spending money it doesn't have

0% 20% 40% 60% 80% 100%

9%

25%

34%

35%

40%

42%

46%

50%

67%

68%Chart Title

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Across all regions and all parties people agree…

% Agree

84% Our country is too dependent on oil. We need to change that.

82% Most Americans spend more than 50% of their household expenses on housing and transportation costs. That is too much.

82% Rebuilding our economy and creating new jobs is the most important issue of our generation.

75% Infrastructure spending on roads, trains, and buses create jobs and help the economy get stronger.

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Smaller homes are in demand close to shops, schools, and jobs

People are widely looking at homes close in for a wide variety of reasons, top among them:%Agree

63% Transportation costs will be lower

58% I would waste less time driving around

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Our Economy and Transportation

%Agree

75% Infrastructure spending on roads, trains, and buses create jobs and help the economy get stronger.

66%We need to rethink the way we develop housing and transportation in this region. The way we have been doing it isn’t working for most people.

Across rural, suburban and urban communities, people agree:

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National Association of REALTORS poll

• The economy has a major impact on attitudes on housing and community.

• Overall, Americans’ ideal communities have a mix of houses, places to walk, and amenities within an easy walk or close drive.

• Desire for privacy and good schools is a top consideration in deciding where to live.

• Having a reasonable commute can temper desire for more space.

• Improving existing communities preferred over building new roads and developments.

National Association of Realtors Poll March 2011

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Walking distance to grocer important factor in location decision

National Association of Realtors 2011

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Sprawl vs SG questions


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Shorter commute key for housing preference

Prospective home buyers (20% of those surveyed) – slightly lower preference for small houses and shorter commute – 54%Good schools are a HUGE factor impacting this preference


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Places to walk key factor to SG selectors


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People noted public transportation, affordable housing, shops are lacking


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Strongest support for existing communities


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Reality Check

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Americans do not feel they have options now, but would like them.

73%66%

23%32%

Agree Disagree

Strongly Agree42%

Strongly Agree56%

Strongly Disagre

e17%

Transportation Statements

*Data from a Smart Growth America survey conducted February 27-March 2, 2010

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But keep in mind, this is an OPTION, not a replacement. Few in our focus groups can even imagine giving up having a car or multiple cars.

Having a car is too expensive and too much trouble I want

to live where I don’t need one as much.

*Data from a Ford Foundation survey conducted by Harris Interactive 4th quarter, 2010.

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Economic Messaging

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Audience: Electeds and public leaders

• Creating places where America’s economy can grow strong and prosperous.

• State and federal governments should get as much as possible out of their investments.

• These strategies have already helped towns and cities across the country grow stronger economically.

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Benefits

• Creates the places people want to be

• Yields a higher return on public investment

• Good for business

• Helps individuals and families

• Helps stabilize local economies

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Taking It Home

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Jargon, buzz words and shorthand exclude -- and thereby alienate

LivabilitySmart growthSprawlSustainabilityTransit-Oriented Development (TOD)Equity, equitable

#1 - Say What You Mean

Tell Your Story and What it Means to that Place

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#2 - Use Definitions and Everyday Language

• Define your terms.

– Smart growth means building urban, suburban and rural communities with housing and transportation choices near jobs, shops and schools. This approach supports local economies and protects the environment.

• Talk about using existing resources more wisely and not spending money we don’t have.

– Smart growth strategies can help communities by using the money we have more effectively. Smart growth strategies are an important way of investing once and solving three or four problems at the same time. That is what we need in this new fiscal reality.

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#3 - Connect to People, Jobs and the Economy

• Frame smart growth in economic terms:

– Rebuilding our economy and creating new jobs is the most important issue of our generation.

– We need to use the money we have more effectively.

• Everything needs to be based on this challenge we all face.

– Some types of growth and development help local economies, but not every type does. We need to identify the strategies that will yield the largest economic benefit for the region.

– You can set policy and make investment decisions that lay the groundwork for economic growth now and for generations to come.

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#4 - Emphasize Local Leadership

• Emphasize local leadership, decision making and demand.

– There is no “one size fits all” or generic example or photo of how to move forward. Each community has its own unique economic base, culture and natural resources to work with.

– Regions all over the country have their own ideas for smart growth and are clamoring to jump start their economy by attracting private investment through smart spending and thoughtful planning to meet demand.

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After today…

Now You– the Economy, Local Leadership– Connect to People and the Place they

Live– Tell your story

Handouts

Smart Growth America is the only national organization dedicated to researching, advocating for and leading coalitions to bring smart growth practices to more communities nationwide.

www.smartgrowthamerica.org

1707 L St. NW Suite 1050, Washington, DC 20036 | 202-207-3355

SSC2011_Ilana Preuss PPT

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