Air Quality Roundtable

1
Air Quality Roundtable How to Create A Message
NC Air Quality Roundtable How To Shape and
Deliver Your Message on
Conformity
2
Who Wants To Breathe Dirty Air?
3
What is the First Thing to Do When Developing A
Message?
4
What is the First Thing to Do When Developing A
Message?

• A) Look under M in the phone book.

5
What is the First Thing to Do When Developing A
Message?

• A) Look under M in the phone book.

B) Identify desired outcomes
6
What is the First Thing to Do When Developing A
Message?

• A) Look under M in the phone book.

B) Identify desired outcomes

• C) Buy a pack of Post-It-Notes

7
What is the First Thing to Do When Developing A
Message?

• A) Look under M in the phone book.

B) Identify desired outcomes

• C) Buy a pack of Post-It-Notes

• D) Ask your boss for advice

8
What is the First Thing to Do When Developing A
Message?

• A) Look under M in the phone book

B) Identify desired outcomes

• C) Buy a pack of Post-It-Notes

• D) Ask your boss for advice

9
Which is NOT an example of a desired outcome?
10
Which is NOT an example of a desired outcome?

• A) An increase in public awareness

11
Which is NOT an example of a desired outcome?

• A) An increase in public awareness

B) A reduction in Vehicle Miles Traveled
12
Which is NOT an example of a desired outcome?

• A) An increase in public awareness

B) A reduction in Vehicle Miles Traveled
C) State funding of TDM Strategies
13
Which is NOT an example of a desired outcome?

• A) An increase in public awareness

B) A reduction in Vehicle Miles Traveled
C) State funding of TDM Strategies

• D) Jesse Ventura challenging Gov.
• Easley to a wrestling match

14
Which is NOT an example of a desired outcome?

• A) An increase in public awareness

B) A reduction in Vehicle Miles Traveled
C) State funding of TDM Strategies

• D) Jesse Ventura challenging Gov.
• Easley to a wrestling match

15
Which of the following statements is
true?
16
Which of the following statements is
true?

• Mike Easley would win the match
  hands down

17
Which of the following statements is
true?

• Mike Easley would win the match
  hands down

B) Different outcomes often require different
messages
18
Which of the following statements is
true?

• Mike Easley would win the match
  hands down

B) Different outcomes often require
different messages
C) Desired outcomes are dependent on the actions
of different target audiences
19
Which of the following statements is
true?

• Mike Easley would win the match
  hands down

B) Different outcomes often require
different messages
C) Desired outcomes are dependent on the actions
of different target audiences
D) All of the above
20
Which of the following statements is
true?

• Mike Easley would win the match
  hands down (Hes Smarter)

B) Different outcomes often require
different messages
C) Desired outcomes are dependent on the actions
of different target audiences
D) All of the above
21
Take this for example
22
Take this for example

• A) Public Awareness Broad Target

23
Take this for example

• A) Public Awareness Broad Target

B) Reduction in Vehicle Miles Traveled More
Narrow Target
24
Take this for example

• A) Public Awareness Broad Target

B) Reduction in Vehicle Miles Traveled More
Narrow Target
C) Funding for TDM Narrower Target
25
Take this for example

• A) Public Awareness Broad Target

B) Reduction in Vehicle Miles Traveled More
Narrow Target
C) Funding for TDM Narrower Target
D) Jesse Ventura NOT our target
26
What have we said so far?
27
What have we said so far?

• 1st Step is to Identify
  Desired Outcome

28
What have we said so far?

• 1st Step is to Identify
  Desired Outcome

B) Different outcomes often require
different messages
29
What have we said so far?

• 1st Step is to Identify
  Desired Outcome

B) Different outcomes often require
different messages
C) Desired outcomes are linked to actions of
target audiences
30
What have we said so far?

• 1st Step is to Identify
  Desired Outcome

B) Different outcomes often require
different messages
C) Desired outcomes are linked to actions of
target audiences
D) Nina watches too much TV
31
How Do We Develop a Message Consistent with our
Target?
32
How Do We Develop a Message Consistent with our
Target?

• A) Go to target practice

33
How Do We Develop a Message Consistent with our
Target?

• A) Go to target practice

B) Conduct Market Research
34
How Do We Develop a Message Consistent with our
Target?

• A) Go to target practice

B) Conduct Market Research
C) Create a message committee
35
How Do We Develop a Message Consistent with our
Target?

• A) Go to target practice

B) Conduct Market Research
C) Create a message committee
D) Poll wrestling fans
36
How Do We Develop a Message Consistent with our
Target?

• A) Go to target practice

B) Conduct Market Research
C) Create a message committee
D) Poll wrestling fans
37
Market Research For Example
38
Market Research For Example

• Gather baseline data through
  polling

39
Market Research For Example

• Gather baseline data through
  polling

B) Conduct focus groups with target
40
Market Research For Example

• Gather baseline data through
  polling

B) Conduct focus groups with target
C) Test messages with target
41
Market Research For Example

• Gather baseline data through
  polling

B) Conduct focus groups with target
C) Test messages with target
D) Ask your mother what she thinks
42
Childhood Asthma
43
Childhood Asthma

• A) One in 13 children has disease,
  considered Epidemic

44
Childhood Asthma

• A) One in 13 children has disease,
  considered Epidemic

B) Desired Outcome stop rising incidences of
serious attacks
45
Childhood Asthma

• A) One in 13 children has disease,
  considered Epidemic

B) Desired Outcome stop rising incidences of
serious attacks
C) Target Audience Parents
46
Childhood Asthma

• A) One in 13 children has disease,
  considered Epidemic

B) Desired Outcome stop rising incidences of
serious attacks
C) Target Audience Parents
D) Message prevention through asthma management
47
Childhood Asthma
NC Air Quality Roundtable How To Shape and
Deliver Your Message on
Conformity
48
Childhood Asthma
NC Air Quality Roundtable How To Shape and
Deliver Your Message on
Conformity
49
Drunk Driving Prevention Friends Dont Let
Friends Drive Drunk
NC Air Quality Roundtable How To Shape and
Deliver Your Message on
Conformity
79 of Americans say they have personally
stopped someone who had been drinking from
driving
50
NC Air Quality Roundtable How To Shape and
Deliver Your Message on
Conformity
80 felt more strongly about preventing people
from driving drunk.
51
NC Air Quality Roundtable How To Shape and
Deliver Your Message on
Conformity
84 of respondents recall seeing or hearing the
"Friends Don't Let Friends Drive Drunk" ads
52
What Questions Should We Ask Ourselves?
53
What Questions Should We Ask Ourselves?
A) What are the desired outcomes?
54
What Questions Should We Ask Ourselves?
A) What are the desired outcomes?
B) Who is necessary to achieve the outcomes?
(Target Audience)
55
What Questions Should We Ask Ourselves?
A) What are the desired outcomes?
B) Who is necessary to achieve the outcomes?
(Target Audience)
C) What kind of research is needed?
56
What Questions Should We Ask Ourselves?
A) What are the desired outcomes?
B) Who is necessary to achieve the outcomes?
(Target Audience)
C) What kind of research is needed?
D) What is the execution strategy?
57
Which acronym has nothing to do with
transportation conformity?
58
Which acronym has nothing to do with
transportation conformity?
A) TIP
59
Which acronym has nothing to do with
transportation conformity?
A) TIP
B) CAA
60
Which acronym has nothing to do with
transportation conformity?
A) TIP
B) CAA
C) TCM
61
Which acronym has nothing to do with
transportation conformity?
A) TIP
B) CAA
C) TCM
D) NCAA
62
Which acronym has nothing to do with
transportation conformity?
A) TIP
B) CAA
C) TCM
D) NCAA