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MAKE IT RIGHT Chicago Steering Committee Presentation July 12, 2012
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Mirc presentation july_12_2012
1.
MAKE IT RIGHT
Chicago Moving Forward to Break the Code of Silence Powerpoint Templates © Copyright, Great River Creative, LLC, 2011-2012 Page 1
2.
MAKE IT RIGHT
by Definition: Powerpoint Templates © Copyright, Great River Creative, LLC, 2011-2012 Page 2
3.
What We Know:
Powerpoint Templates © Copyright, Great River Creative, LLC, 2011-2012 Page 3
4.
What Must Happen:
Powerpoint Templates © Copyright, Great River Creative, LLC, 2011-2012 Page 4
5.
The Steps We’ve
Taken 2011: Powerpoint Templates © Copyright, Great River Creative, LLC, 2011-2012 Page 5
6.
The Steps We’ve
Taken 2012: *Project research and engagement with CPD on best practices is ongoing through this period Powerpoint Templates © Copyright, Great River Creative, LLC, 2011-2012 Page 6
7.
MAKE IT RIGHT
Chicago Helps Regain Control: Reduces gang intimidation by letting the entire community know we are all watching each other and will not tolerate criminal activity Breaks-up “gang marketing” efforts through community efficacy that is stronger than the gang members’ message Empowers everyone to TAKE BACK their streets Message is delivered by trusted messengers in the community Powerpoint Templates *National Center for Victims of Crime © Copyright, Great River Creative, LLC, 2011-2012 Page 7
8.
Why We Target
11-14 year olds: 12 years old is average age to join a gang* Friendship Protection Onset of criminal behavior begins during middle school ages, peaks toward the end of high school years Powerpoint Templates *National Center for Victims of Crime © Copyright, Great River Creative, LLC, 2011-2012 Page 8
9.
MAKE IT RIGHT
Chicago: Series of measurable strategic components Proactive, Positive & Personal Dialogue Engages police with residents Communicates in the language of our target demographic groups Broadcasts a single, concise, consistent message Disrupts gang activity & reduces intimidation Combines the best practices of inbound & outbound marketing strategies Powerpoint Templates © Copyright, Great River Creative, LLC, 2011-2012 Page 9
10.
MAKE IT RIGHT
Chicago Reaches Our Target: Powerpoint Templates © Copyright, Great River Creative, LLC, 2011-2012 Page 10
11.
One Message, Multiple
Components: Video PSA’s Engaging Short Stories Educational Interactive Video School Tour Programs Guerrilla Tactics Contextual Targeted Online Platforms Advertising Personal Appeal In-News Tickers Messaging Enhanced Txt2Tip Lighted Windows Program Powerpoint Templates © Copyright, Great River Creative, LLC, 2011-2012 Page 11
12.
MAKE IT RIGHT
Chicago: Powerpoint Templates © Copyright, Great River Creative, LLC, 2011-2012 Page 12
13.
Personal Appeal Messaging:
Powerful messages from celebrities who have deep Chicago connections, have struggled and have become examples of the Power of One Powerpoint Templates © Copyright, Great River Creative, LLC, 2011-2012 Page 13
14.
Video PSA’s
Personal, Empowering, Inclusive, Targeted Powerpoint Templates © Copyright, Great River Creative, LLC, 2011-2012 Page 14
15.
The Experience:
Educational, interactive video learning tool targeted to Chicago 6th graders Powerpoint Templates © Copyright, Great River Creative, LLC, 2011-2012 Page 15
16.
The Experience:
Powerpoint Templates © Copyright, Great River Creative, LLC, 2011-2012 Page 16
17.
The Experience:
Powerpoint Templates © Copyright, Great River Creative, LLC, 2011-2012 Page 17
18.
The Experience:
Correct choices create an easier path Wrong choices result in a more difficult virtual life, or… incarceration, and even DEATH! Powerpoint Templates © Copyright, Great River Creative, LLC, 2011-2012 Page 18
19.
Guerrilla Tactics:
Viral, street-level branding that creates awareness Can’t miss messaging Powerpoint Templates © Copyright, Great River Creative, LLC, 2011-2012 Page 19
20.
Guerrilla Tactics:
Neighborhood Specific Eco-friendly Attracts enormous attention Creates interaction with residents Powerpoint Templates © Copyright, Great River Creative, LLC, 2011-2012 Page 20
21.
Online Platforms:
Language specific Provide an anonymous tip Learn More – desigined for parents, educators, stud ents Play The Experience Search & Be Empowered Powerpoint Templates © Copyright, Great River Creative, LLC, 2011-2012 Page 21
22.
Light Up Chicago:
Orchestrated lighted windows campaign along Chicago’s skyline and in Chicago’s arenas Viral among property managers City feels safer to residents and tourists who spread the word - the city recognizes an increase in economic impact Powerpoint Templates © Copyright, Great River Creative, LLC, 2011-2012 Page 22
23.
Graphic Short Story
Series: Empowers youth Engages CPD & CPS with youth demographics. Widespread distribution Powerpoint Templates © Copyright, Great River Creative, LLC, 2011-2012 Page 23
24.
Radio Disney School
Tour Program: Most diverse radio audience in Chicago History of success within CPS & successful at community outreach Empowering children to BE the difference in their homes and communities Powerpoint Templates © Copyright, Great River Creative, LLC, 2011-2012 Page 24
25.
Contextual, Neighborhood Target
Ad Solutions: Relevant rollover messaging to IP addresses in target neighborhoods Cost effective PPC Easy-to-adjust messaging to respond to emergency requests Powerpoint Templates © Copyright, Great River Creative, LLC, 2011-2012 Page 25
26.
Contextual, Neighborhood Target
Ad Solutions: Video In-text Lightbox Related to Content Digital Zip Targeting Powerpoint Templates © Copyright, Great River Creative, LLC, 2011-2012 Page 26
27.
In-News Tickers:
Recognized source for information on breaking or important news Complement how residents are receiving information – via text and social media Can link directly to secure crime tip information forms Powerpoint Templates © Copyright, Great River Creative, LLC, 2011-2012 Page 27
28.
Enhanced & Rebuilt
Txt2Tip: Integrate into the comprehensive marketing mix of Breaking the Code of Silence Introduce a dedicated, easy-to-remember short- code Eliminate “agency keyword” Results: Increased number & quality of tips delivered Builds a deep connection with residents through the immediacy of SMS Online & SMS communication is more attractive to teens Powerpoint Templates © Copyright, Great River Creative, LLC, 2011-2012 Page 28
29.
MAKE IT RIGHT
Chicago: Powerpoint Templates © Copyright, Great River Creative, LLC, 2011-2012 Page 29
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