Mirc presentation july_12_2012

MAKE IT RIGHT Chicago
Moving Forward to Break the Code of Silence

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© Copyright, Great River Creative, LLC, 2011-2012 Page 1

MAKE IT RIGHT by Definition:


What We Know:


What Must Happen:


The Steps We’ve Taken 2011:


The Steps We’ve Taken 2012:

*Project research and engagement with CPD on best practices is ongoing through this period


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

*National Center for Victims of Crime

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

*National Center for Victims of Crime

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


Reaches Our Target:


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


Personal Appeal Messaging:

 Powerful messages from celebrities who have
deep Chicago connections, have struggled and
have become examples of the Power of One


Video PSA’s
 Personal, Empowering, Inclusive, Targeted


The Experience:
 Educational, interactive video learning tool
targeted to Chicago 6th graders


The Experience:


The Experience:
 Correct choices create an easier path

 Wrong choices result in a more difficult
virtual life, or… incarceration, and even
DEATH!


Guerrilla Tactics:
 Viral, street-level
branding that creates
awareness

 Can’t miss messaging


Guerrilla Tactics:

 Neighborhood
Specific

 Eco-friendly

 Attracts enormous
attention

 Creates interaction
with residents


Online Platforms:
 Language specific

 Provide an anonymous
tip

 Learn More – desigined
for
parents, educators, stud
ents

 Play
The Experience

 Search & Be Empowered


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


Graphic Short Story Series:

 Empowers youth

 Engages CPD & CPS with youth demographics.

 Widespread distribution


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


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


Contextual, Neighborhood Target
Ad Solutions:
 Video

 In-text

 Lightbox

 Related to Content

 Digital Zip Targeting


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


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


Mirc presentation july_12_2012

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