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.

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

• E-mail

• 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!