SSC2011_Ilana Preuss PPT


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  • Rate each one – very important, somewhat, not very, not at all.
  • When asked to choose between two different community descriptions, a majority (56%) selects the description of a typical “smart growth” community, with a mix of various types of housing and businesses, more sidewalks and public transportation, but less parking. A sizeable minority (43%) selects the description of a typical “sprawl” community, with larger housing spaced farther apart, no sidewalks and little public transportation, but ample parking.
  • While most Americans would not give up a larger lot to avoid driving to places in their community, they would sacrifice lot and house size to shorten their commute. Six in ten (59%) would prefer a community with smaller houses on smaller lots if their commute was 20 minutes or less. Four in ten (39%) would prefer a larger house on a larger lot, even if their commute was 40 minutes or more.
  • Q3. Do you think there is too much, too little, or the right amount of each of the following in the area close to where you live: (RANDOMIZE) c. Public transportation within an easy walk (2004 wording “… within walking distance”); g. Housing for people with low incomes; a. Shops or restaurants within an easy walk of your house; f. Places to bike; h. Housing for people with moderate incomes; e. Places to walk or exercise for fun; b. Sidewalks; d. Parks and playgrounds; j. New stores and offices being built; l. Large discount or warehouse stores; k. New houses and apartments being built; i. Housing for people with high incomes
  • SSC2011_Ilana Preuss PPT

    1. 1. Positive Framing of Your Sustainable Communities Message<br />Recent Polls and Lessons Learned<br />Ilana Preuss<br />Chief of Staff<br />September 27, 2011<br />
    2. 2. Topics<br /><ul><li>Connecting to People and their Community
    3. 3. Language to Reach Your Target Audience
    4. 4. People are focused on the economy – Surprise!
    5. 5. Taking It Home</li></li></ul><li>Connecting to People and their Community<br /><ul><li>What connects people to the place they live?
    6. 6. Soul of the Community
    7. 7. Gathering Place
    8. 8. Inclusiveness
    9. 9. Aesthetic</li></li></ul><li>The places we live<br />
    10. 10. The places we live<br />
    11. 11. The places we live<br />
    12. 12. The places we live<br />
    13. 13. The places we live<br />
    14. 14. The places we live<br />
    15. 15. Showcase the strengths of your community or project<br /><ul><li>Tell the story of the place
    16. 16. What does this project do for the community?
    17. 17. Why is that key to the local economy?</li></li></ul><li>Language to Reach Your Target Audience<br />What is your objective?<br />Who is your target audience?<br />What do they need to hear?<br />Who is the best messenger?<br />
    18. 18. Sustainable Communities Poll<br />Their region needs to rethink housing and transportation because “it doesn’t work for most people.” <br />Sustainable communities are broadly supported in every region and every region believes they need more of them (with definition).<br />Sustainable communities are widely seen as important to rebuilding the economy.<br />There is a clear demand for sustainable communities and it is increasing.<br />The Livability Principles are also broadly supported.<br />
    19. 19. A sustainable community is…<br /> 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. <br />
    20. 20. Support for Sustainable Communities (With definition)<br />Non-partisan support<br />Independents: 76%<br />Republicans: 72%<br />Democrats: 89%<br />No affiliation: 65%<br />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.<br />
    21. 21. Does your region need more sustainable communities?<br />Q: Do you think that the region of the country in which you live needs more sustainable communities?<br />
    22. 22. Support for Key Principles<br />
    23. 23. The Economy and Sustainable Communities<br />Jobs and the Economy remain the number one national priority across all regions and demographics. <br />Americans want the government to “stop spending money it doesn’t have” and “use the money it has more effectively.”<br />Increasing infrastructure spending that supports communities such as public transportation, roads, trains, water systems is seen as a jobs catalyst and economic boost.<br />Dominant economic theme: Grow the economy and balance the budget by spending what we do have more wisely.<br />
    24. 24. National Priorities for our Elected Officials<br />High Priorities (60%+)<br /><ul><li>Jobs 82%
    25. 25. The economy 85%
    26. 26. Health care costs 70%
    27. 27. Federal deficit 68%
    28. 28. Cost of living 61%
    29. 29. Taxes 63%
    30. 30. Education 63%</li></ul>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?<br />
    31. 31. National Priorities, cont.<br />National Priorities for our Elected Officials<br />Medium Priorities (49%+)<br />Ending the war(s) 57% <br />Public safety 51%<br />Reducing our dependence on oil 51%<br />Addressing poverty 49%<br />Clean air and water 49% <br />“Just Not Priorities”<br />Wall Street and banking reform 39% <br />Housing market downturn 38%<br />Climate change and global warming 30%<br />Transportation 21%<br />Land development patterns 16%<br />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?<br />18<br />
    32. 32. Top Governmental Actions to Help the U.S. Economy<br />Q: Which of the following governmental actions do you believe would be effective in helping the U.S. economy? Please select all that apply.<br />
    33. 33. Across all regions and all parties people agree…<br />
    34. 34. Smaller homes are in demand close to shops, schools, and jobs<br />People are widely looking at homes close in for a wide variety of reasons, top among them:<br />
    35. 35. Our Economy and Transportation<br />Across rural, suburban and urban communities, people agree:<br />
    36. 36. National Association of REALTORS poll<br />The economy has a major impact on attitudes on housing and community.<br />Overall, Americans’ ideal communities have a mix of houses, places to walk, and amenities within an easy walk or close drive.<br />Desire for privacy and good schools is a top consideration in deciding where to live.<br />Having a reasonable commute can temper desire for more space. <br />Improving existing communities preferred over building new roads and developments. <br />National Association of Realtors Poll March 2011<br />
    37. 37. Walking distance to grocer important factor in location decision<br />National Association of Realtors 2011<br />
    38. 38. Sprawl vs SG questions<br />National Association of Realtors 2011<br />
    39. 39. Shorter commute key for housing preference<br />Prospective home buyers (20% of those surveyed) – slightly lower preference for small houses and shorter commute – 54%<br />Good schools are a HUGE factor impacting this preference<br />National Association of Realtors 2011<br />
    40. 40. Places to walk key factor to SG selectors<br />National Association of Realtors 2011<br />
    41. 41. People noted public transportation, affordable housing, shops are lacking<br />National Association of Realtors 2011<br />
    42. 42. Strongest support for existing communities<br />National Association of Realtors 2011<br />
    43. 43. Reality Check<br />
    44. 44. Americans do not feel they have options now, but would like them.<br />Transportation Statements<br />Strongly Agree<br />56%<br />Strongly Agree<br />42%<br />Strongly Disagree<br />17%<br />*Data from a Smart Growth America survey conducted February 27-March 2, 2010<br />
    45. 45. 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.<br />Having a car is too expensive and too much trouble I want to live where I don’t need one as much. <br />34%<br />*Data from a Ford Foundation survey conducted by Harris Interactive 4th quarter, 2010.<br />
    46. 46. Economic Messaging<br />
    47. 47. Audience: Electeds and public leaders<br />Creating places where America’s economy can grow strong and prosperous.<br />State and federal governments should get as much as possible out of their investments.<br />These strategies have already helped towns and cities across the country grow stronger economically.<br />
    48. 48. Benefits<br />Creates the places people want to be<br />Yields a higher return on public investment<br />Good for business<br />Helps individuals and families<br />Helps stabilize local economies<br />
    49. 49. Taking It Home<br />
    50. 50. #1 - Say What You Mean<br />Jargon, buzz words and shorthand exclude -- and thereby alienate<br /><ul><li>Livability
    51. 51. Smart growth
    52. 52. Sprawl
    53. 53. Sustainability
    54. 54. Transit-Oriented Development (TOD)
    55. 55. Equity, equitable</li></ul>Tell Your Story and What it Means to that Place<br />
    56. 56. #2 - Use Definitions and Everyday Language<br />Define your terms.<br />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.<br />Talk about using existing resources more wisely and not spending money we don’t have. <br />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. <br />
    57. 57. #3 - Connect to People, Jobs and the Economy<br />Frame smart growth in economic terms:<br />Rebuilding our economy and creating new jobs is the most important issue of our generation.<br />We need to use the money we have more effectively.<br />Everything needs to be based on this challenge we all face.<br />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.<br />You can set policy and make investment decisions that lay the groundwork for economic growth now and for generations to come.<br />
    58. 58. #4 - Emphasize Local Leadership<br />Emphasize local leadership, decision making and demand.<br />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.<br />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.<br />
    59. 59. After today…<br />Now You<br />the Economy, Local Leadership<br />Connect to People and the Place they Live<br />Tell your story<br />Handouts<br />