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MAKE IT RIGHT Chicago Steering Committee Presentation July 12, 2012

MAKE IT RIGHT Chicago Steering Committee Presentation July 12, 2012

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  • 1. MAKE IT RIGHT ChicagoMoving 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