Introduction

This marketing plan provides comprehensive strategies to effectively communicate the benefits of Complete Streets policies and build public support for their adoption and implementation. The plan aligns with the phases of the Complete Streets Action Plan and provides specific marketing tactics for each stage of your advocacy campaign.

Campaign Strategy Foundation: Before Phase 1

Before launching into specific marketing activities, it's crucial to establish a solid strategic foundation. These elements will guide your entire campaign and ensure your efforts are focused and effective.

1. Campaign Goals and Objectives

Define what success looks like for your Complete Streets campaign. Set SMART (Specific, Measurable, Achievable, Relevant, Time-bound) goals for each phase of the plan. This will help you track progress and stay focused.

• Example SMART Goals:
  • Phase 1 (Foundation): Increase website traffic by 20% and gather 100 email subscribers within 4 weeks.
  • Phase 2 (Coalition): Secure endorsements from 10 key community organizations and reach 500 people at community events within 4 weeks.
  • Phase 3 (Government): Generate 500 petition signatures and secure meetings with 3 key council members within 4 weeks.
  • Phase 4 (Policy Adoption): Achieve a majority vote in favor of the Complete Streets policy within 2 months.
  • Phase 5 (Implementation): Secure funding for the first Complete Streets project within one year of policy adoption.
• Action: Clearly define 1-3 SMART goals for each phase of this marketing plan.

2. Target Audience Personas

Go beyond general audiences and develop detailed personas for your key target groups. Understanding their needs, motivations, and information sources is essential for tailoring your messages and channel selection.

• Example Personas:
  • "Busy Parent Brenda": Cares about safe routes to school, walkability, family-friendly amenities, likely active on local Facebook groups.
  • "Small Business Owner Sam": Cares about increased foot traffic, economic benefits, parking impacts, reads local business publications.
  • "Senior Citizen Sarah": Cares about safe crossings, accessible sidewalks, mobility independence, gets news from local newspaper and community centers.
  • "Young Professional Yancy": Cares about bike commuting, vibrant neighborhoods, sustainability, active on Instagram and local news websites.
• Action: Develop 3-5 detailed target audience personas before starting Phase 1.

3. Channel Strategy

Prioritize the most effective communication channels to reach your target audiences in your community. Don't spread resources too thin. Focus on channels where your audience is most active and receptive.

• Consider:
  • Local Media Landscape: Identify key local newspapers, radio stations, community blogs, social media groups, and online news sources.
  • Community Demographics: Analyze the age, tech-savviness, and preferred communication methods of your target audiences.
  • Advocate Resources: Assess your volunteer capacity, budget, and technical skills to realistically choose and manage channels.
• Action: Develop a Channel Strategy document outlining 2-3 prioritized channels for each phase, aligned with your target audiences and resources.

4. Resource Planning

Realistically assess the resources (time, budget, volunteer hours) required for each phase and task in this plan. This will help you prioritize activities and ensure sustainability.

• Action: For each phase and major task, estimate volunteer time commitments and potential costs (printing, website hosting, event supplies, etc.). Create a basic Resource Planning document to guide your activities. You will need to revise this before each phase begins as your resources change.

Phase 1: Foundation Building Marketing (Weeks 1-4)

Goal: Establish a strong campaign identity, develop core messaging, and build an initial digital presence.

1. Branding & Identity Development (Week 2)

• Conduct a Competitor/Comparative Analysis (Week 1): Research branding and messaging of successful Complete Streets campaigns in similar communities. Identify effective approaches and elements to avoid.
• Develop a campaign name (e.g., "[Town Name] Complete Streets," "Streets for Everyone")
• Create a simple, recognizable logo that visually represents complete streets concepts
• Establish a consistent color palette and typography for all materials
• Establish Brand Voice & Tone: Define the personality of your campaign. Is it optimistic, urgent, data-driven, community-focused? Ensure consistency in voice across all communications.
• Develop a tagline that captures your core message (e.g., "Safe Streets, Connected Community")
• Create branded templates for presentations, fact sheets, and social media graphics

2. Develop Core Messaging Framework (Week 3)

• Create a concise "elevator pitch" explaining Complete Streets in 30 seconds
• Develop 3-5 key messages that highlight the primary benefits for your community
• Craft specific message variations for different audiences (parents, businesses, seniors, etc.), tailoring to their needs and concerns as identified in your personas.
• Create a simple FAQ document addressing common questions and concerns
• Develop data-backed talking points using your local research findings
• Message Testing (Week 3-4): Test key messages with small focus groups or online surveys representing your target personas. Gather feedback and refine messaging for maximum resonance.
• Emphasize Benefits, Not Just Features: Frame messaging around the benefits of Complete Streets for individuals and the community (safety, health, economy, community connection, vibrant neighborhoods) rather than just listing design features.

3. Establish Digital Presence (Week 4)

• Set up a dedicated website or landing page with clear information about your initiative
• Create social media accounts on platforms most relevant to your community (Facebook, Instagram, Twitter), based on your Channel Strategy.
• Social Media Engagement Strategy (Week 4): Develop a strategy for active engagement on social media, not just posting content. Plan to ask questions, run polls, respond to comments, and encourage user-generated content.
• Develop a content calendar for the first month of social media posts
• Set up an email newsletter system for regular updates to supporters
• Create a shared digital folder for all marketing assets accessible to coalition members

Phase 2: Coalition Building Marketing (Weeks 5-8)

Goal: Expand your network of support by engaging key stakeholders and educating the broader community.

5. Design Community Education Campaign (Weeks 6-7)

• Community Listening Sessions/Surveys (Week 6): Before finalizing educational materials, conduct listening sessions or surveys to understand community members' current perceptions, concerns, and questions about streets and transportation. Tailor education to address real community needs.
• Create a "Complete Streets 101" presentation for community meetings and neighborhood associations.
• Develop visual before/after mockups of potential street transformations in your town, showcasing the positive impact of Complete Streets.
• Create an infographic summarizing local transportation safety data and issues, making the case for change with local evidence.
• Design interactive activities for community events (e.g., street design workshop materials, pop-up Complete Streets demonstrations).
• Develop educational materials explaining street design elements (bike lanes, crosswalks, traffic calming) in clear, non-technical language.
• Leverage Local Events (Weeks 6-7): Identify existing community events (farmers markets, festivals, neighborhood gatherings) where you can set up an information booth, conduct outreach, or present your "Complete Streets 101" presentation.

7. Develop Technical Briefing Materials (Week 9)

• Local Data Integration (Week 9): Ensure all technical materials are grounded in local data. Use specific local crash statistics, traffic counts, demographic data, and economic information to make a compelling case relevant to your community.
• Create comprehensive briefing packets for elected officials and relevant city/town staff.
• Develop detailed cost-benefit analyses tailored to your community, highlighting the economic, health, and social benefits of Complete Streets.
• Create case study summaries of successful Complete Streets implementations in similar communities, ideally highlighting communities within your state or region.
• Prepare technical one-pagers addressing common engineering and implementation questions and concerns that decision-makers might have.
• Develop visual aids (maps, diagrams, renderings) showing how Complete Streets principles integrate with existing local plans (comprehensive plan, transportation plan, etc.).

10. Public Mobilization Campaign (Month 4)

• Grassroots Organizer Training (Month 4): Equip advocates with grassroots organizing skills to effectively mobilize supporters for rallies, demonstrations, public hearings, and contact campaigns.
• Create event promotion materials for public rallies or demonstrations, clearly communicating the date, time, location, and purpose of the event.
• Develop an "action alert" system (email list, text alerts, social media notifications) to quickly mobilize supporters to contact council members or attend crucial council meetings.
• Design social media profile frames/filters showing support for Complete Streets that supporters can easily add to their profile pictures.
• Create shareable graphics and short videos explaining the policy proposal in simple, compelling terms for easy social media sharing.
• Develop a "Contact Your Representative" toolkit with templates for emails, phone scripts, and talking points to empower supporters to directly communicate with elected officials.

11. Success & Implementation Marketing (Months 5-6)

• "Policy Win" Celebration Event (Month 5): Plan a public celebration event immediately following policy adoption to acknowledge the victory, thank supporters, recognize key champions, and generate positive media coverage.
• Prepare celebration materials for policy adoption (press releases, social media graphics, celebratory email to supporters).
• Create "What's Next" materials explaining the policy implementation process to supporters and the public, outlining the next steps and timeline.
• Develop materials explaining how community members can stay involved in the implementation phase and contribute to successful Complete Streets projects. [x] Design recognition materials (certificates, public acknowledgements) to thank supportive elected officials, city/town staff, partner organizations, and key volunteers.
• Create a "Year One Implementation Guide" to share with officials, staff, and the public, outlining key implementation steps, best practices, and resources.

Phase 5: Long-Term Marketing (Ongoing)

Goal: Sustain momentum and ensure long-term success by tracking implementation, celebrating milestones, and continuously engaging the community.

12. Implementation Tracking Communications (Ongoing)

• Community Feedback Mechanisms (Ongoing): Establish ongoing channels for community feedback on implemented Complete Streets projects. Implement surveys, online feedback forms, and public forums to gather input and demonstrate responsiveness to community needs. - [x] Create "before and after" documentation protocols for implemented projects, capturing visual evidence of the positive transformations. - [x] Design quarterly update templates (email newsletters, website updates, social media posts) to share progress reports on implementation with supporters and the public. - [x] Create an annual "Complete Streets Report Card" concept to evaluate and publicly report on the progress of policy implementation, highlighting successes and areas for improvement. - [x] Develop materials celebrating implementation milestones and successes (project completions, safety improvements, increased ridership/walkability), sharing positive stories and data to reinforce the benefits of Complete Streets.