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Colorado Rural Collaborative: Transportation Smart Chart
Jewlya Lynnon 26 June 2011
Transcript of Colorado Rural Collaborative: Transportation Smart Chart
Youth Leadership Team's
YEAR 3 Focus: Alamosa Garfield Huerfano Moffat Montrose Montezuma Montezuma is the "lead site" for implementing the "Smart Chart" Strategic Communications Campaign for the RCYLT's mission to solve transportation for youth in their community! Broad Goal Working smarter
not harder ...is what the "Smart Chart" is all about. Objective Step 1 Program Decisions Lets learn the
by practicing! Please open your packet to Step 1:
Program Decisions The examples in this presentation reflect Montezuma County, CO, but feel free to use your packet to outline a Smart Chart plan for your community! Step 1: Program Decisions Step 2: Context Step 3: Strategic Choices Step 4: Communications Activities Step 6: Final Reality Check What is your Big Picture Goal? Probably not achievable in the
next 12-18 months This communication plan is not long-term. However, the Smart Chart will
focus on what work can be done over the next 12-18 months. Large visions, such as solving transportation, must be broken down into... Q: What are you trying to do?
A: Solve the lack of transportation for
RHY in Montezuma County! Our example! smaller goals to incrementally
achieve your: BROAD GOAL! What concrete step will you take
to acheive your Broad Goal? You can see that your Objective is looking for change... The change can be
classified in these categories: Depending on your Objective you may
be looking for a combination of "Change."
In Montezuma's Objective we are looking for Behavioral Change. You may have multiple objectives...
It is imperative that you have a separate
Smart Chart for different Objectives. Why... Different objectives will yield different:
Messages You will most likely need
multiple Objectives to
acheive your Broad Goal. On a side note... By this point your brain is probably
churning with ideas of activities... We don't want to lose these great
ideas... but for now we must think inside
the box. Best Practice:
Table these ideas for later!
In Step 4 you can evaluate if
these activities are in-line with
this Smart Chart's mission! Within 12 months Montezuma will have a committee of at least 10 key community members prepared to draft a transportation action plan. Objective (behavior change) in the community: Who makes your objective a reality? Decision Maker Identifying your Decision Maker
will help you decide who your
target audience is. The person(s) who can ultimately give you
what you want is your Decision Maker. This is the person(s)
that says "yes" or "no"
to your objective. Montezuma's Decision Maker(s) are:
The 10 "key" individuals they will approach to be on the transportation committee. Step 2 Context Define
Position FRAME Postion #1 Postion #2 Postion #3 Fortify & Amplify Reframe No one is talking about the issue. You have to explain it, and may need to use a hypothetical example to get your point across. You like the direction the debate is headed and you want to amplify the notion. You want to change the
directions in which things are currently headed. Strategic Choices Step 3 It's time to think strategically. Who is your Target Audience? Hint: It's not the general public! We must define specific targets
or we will fail...
to resonate with anyone In today's crowded marketplace of
ideas we must be strategic in how we
"move" our audience. It is impossible to come up with one
generic message to impress the masses.
Just as we've implied before:
The more specific, the better! We know that people
have values and barriers
that impact their decisions everyday. Montezuma has identified several audiences... One of them is a community member heavily involved in community building and service work. How do we approach him? Take the time to identify what the values and
barriers are for each audience. This will help your
messenger tell your audience what they want to hear while asking what you want. Strategically speaking...
... be their best friend. Repeat this process for each audience. If your audience is a group make sure it is a specific group.
It's not always about how big your audience is...
It's about having the right people in the audience. Step 4 Communications
Activities Now for the fun part...
Activities! Different audiences will require
different Tactics and Activities.
A luncheon would be appropriate
for a board of directors... but for a youth group
this may be, well... boring. Come up with a plan of Tactics and Activities
for each audience you have Create a timeline for each tactic and note:
key dates, deadlines, and events.
Note any natural opportunities you may have to speak with your audience. Assignments:
Who will implement each activity? BUDGET
How much time and money
will you spend on each tactic or activity? Measurements
of Success Step 5 Final
Reality Check Step 6 Create a Spreadsheet Outputs:
What will you produce to reach your objective? emails, events, phone calls, etc. Outcomes:
What is the result of your outputs that demonstrates incremental progress toward your objective? increased donations, positive editorial, new members, etc. Before you put your plan in to action... Is it doable?
Are your resources in line with your strategy? Does your internal and external scans support the decisions you've made?
Are you motivating the right people to take the right action at the right time?
Are your choices consistent?
What tactics move you toward your objective? Will they reach the appropriate audiences?
Are you using the best persuasion practices?
Are there any assumptions or guesses built into the plan that require further research to confim or correct?
Is there buy-in from your organization to implement the plan?
Can you measure progress? If you answered NO to any of these questions, go back and work through your choices again. We welcome you to visit our Transportation Google Site
where you can: View this presentation's materials:
The Spitfire Smart Chart
A link to an online version of the Smart Chart
other supporting materials Find links to Colorado's Rural Collaborative Google site.
Connect your youth leadership team to Colorado's Youth Leadership Team(s).
Collaboration is where it's at! Colorado's Rural Collaborative
Rural Youth Leaders' Focus Area ~Transportation Challenges Rally in the park! Lunch reception at the
local coffee house. Fliers posted at the library. Questions & Answers Thank you for your time, and
Best of luck with your Smart Charts! Considered the "Agricultural hub" of Colorado
Leading industries are educational services,
health care, social assistance and construction The "San Luis Valley" includes six counties:
Alamosa, Conejos, Costilla, Mineral, Rio Grande, and Saguache
Of the counties that represent the San Luis Valley, Alamosa is the population hub and the most diverse economic base within the region, composed of agriculture, regional goods and services, transfer payments, tourism and the arts. Garfield includes the communities of Rifle and Parachute/Battlement Mesa.
Since early 2000 the area has experienced a significant social impact because of gas and oil exploration and development with the resulting influx of population (many of whom are families with children). Historically, Huerfano County was built upon a thriving mining industry. An estimated 500 million tons of coal was mined until a combination of corporate mergers, environmental regulations, and enforcement of mine safety regulations led to the closure of virtually all mining in the area in the 1990’s. Located in the northwest corner of Colorado, midway between Denver and Salt Lake City, Utah.
Moffat County is long noted for cattle and sheep ranching, as well as a wheat growing area. The southwestern most county of the 64 counties of Colorado.
Montezuma County includes two Indian Tribe reservations:
the Ute Mountain and Southern Ute tribes. Internal & External Scans Step 5: Measurements of Success ... Now what?
How do we leverage the power of our Rural Youth Leadership Teams?
What tools can we use? Colorado's Objective in Detail
Committee members in place
Draft action plan in place
Youth have done the baseline research