Key Potential Partners Partner Key Strengths Communications/ Public Ties with the public and community groups; Information Officers knowledge of media relations Parks and Recreations Organize local events; may host after school Departments care programs Planning/ Public Works Ties with the public and other city depts; departments knowledge of safety issues/ areas School system Access to large community of kids/ parents Police department Ties to all of the above Advocacy/bike groups Connection to the community
Additional Partners • Health and Safety Groups – SafeKids – Hospitals and health departments – Partners Against Crime (PACs) • Neighborhood groups, councils, etc. • El Pueblo • Transit agencies • Large employers
Examples • Outer Banks/Corolla: work with international groups and HOAs and tourism industry • Durham: Bike Durham partnership and outreach to taxi, bus, and paratransit drivers and presence at sports events and schools • Greenville: National Night Out, Bike Rodeos, Youth Camps, etc. • Others?
Example: Local Businesses • Use window/store space to Raleigh, NC display materials • Alert before nearby enforcement operations • Collaborate on “good ticket” programs Durham, NC
Example: Schools • Chapel Hill: Middle school video contest and partnership with Safe Kids • Durham: Training to school crossing guards • Raleigh: Used WFM Materials in Walk to School Day events Leesville Elementary School, Raleigh, NC • Others?
Example: Universities • Student services • New student or staff orientations, car/bike registrations • Campus dining (table top ads) • Public services (e.g., transportation) • Campus housing/Residential Advisors • Student groups (e.g., bike club) and Student Government Associations • Campus media • University recreation • Sustainability office UNC-Wilmington
Coalition Development Key Questions • Who is missing/needed in your coalition? • What do you want to work on together? What can each partner contribute? • How can partners be engaged? How do partners prefer to communicate? • When /how often should we meet? • What data or resources will partners need or have to share? What Watch for Me NC materials can be shared?
Action Plan Template Section 3: Kickoff Event/Program Roll Out
Kickoff Events • Good way to: – Frame the program/focus/values – Get elected officials involved – Engage the media – Educate the public about your plans NCDOT Sec. Tennyson in Durham, NC
Kickoff Key Principles and Tips • Go thru the right channels – Public Information Officer • Be relevant/timely – Connect with a newsworthy event or involve a high-profile individual • Be ready for an interview – See talking points in Media Toolkit Durham, NC
Examples • Greenville, Asheville, Chapel Hill, and Charlotte, and others have all held kickoff media events • Media archive: http://watchformenc.org/ Greenville, NC media/
Kickoff Event Key Questions • Who needs to be invited to speak or participate? Who needs to be invited to attend? • What do we want the key message to be? • How do we want to frame the Watch for Me NC program? How can we leverage our partnerships and resources? • When is the best time (and place) to hold a kickoff to engage the intended audience? • What data, resources, or materials do we need to have prepared to share with the media?
Action Plan Template Section 4: Public Engagement and Outreach
Importance of Public Engagement • Share resources/messages that can start a conversation • Hear about ped/bike safety issues and concerns from the community at large, and integrate into safety plans • Build stakeholder buy-in, clarify misperceptions about the program, and add new partners to the mix
Engagement Key Principles and Tips • Messaging ≠ engagement or education – Engagement is a two way street – Consider active and passive forms of communication – Provide opportunities for participatory learning AND practice • Focus engagement on: – Important influencers within a community • E.g., community leaders, activists, representatives – Key gate-keepers • Fleet vehicle and school crossing guard training managers – ‘Bridges’ to key populations • Pastors, barbers, promotoras • Meet people where they are
Special Populations to Engage 1. Tourists—may not know the “norms” of a community they are visiting; fleeting opportunity to reach them with safety messages 2. Underserved populations—over-represented in crashes; may have higher “exposure” to walking dangers 3. Spanish-speakers—sometimes over-represented in crashes and under-engaged 4. Caregivers of children—may be easiest group to “buy in” first 5. College students—more exposure to walking/biking; key time to shape the “norm”
Example: Shaping Tourists’ Norms and Expectations • Magnets on rental property refrigerators • Coasters in bars/restaurants (and outreach to restaurant staff) • Outer Banks (Kill Devil Hills) Efforts: – Info packets/lights to foreign students – Banners/rack cards in hotels – Bumper stickers on cabs – Enforcement near beach access/high-density housing – PSA: http://www.youtube.com/watch?v=iVHSgZniHQU
Example: Engaging Underserved Neighborhoods • Look for infrastructure deficiencies • Seek positive interactions • Partner with groups already working there: – Partnership against crime or neighborhood groups – National night out – Health community – Church community or interfaith council – Local businesses • Durham example: DPD Project Safe Neighborhoods
Example: Engaging Children and Caregivers • Kids are not “mini” adults • Need age-appropriate messaging, skills practice, and adult supervision – Bike safety clinics • Many resources available for caregivers and teachers: – Let’s Go NC! – Pedestrian and Bicycle Safer Journey – Tip sheet for caregivers – Crossing guard training
Example: Engaging Spanish Speakers • Use Spanish-language materials • Do outreach through trusted sources: – Promotoras—lay health workers in Latino communities trained to offer health information – Spanish community centers, media – Example: Fiesta del Pueblo booth • Complement with other resources – NHTSA ESL Training Course (see partner website)
Example: Engaging College Students • “Institutionalize” safety from the very beginning – Student orientations – Bike registrations • Leverage social media • Focus on positive reinforcement/ incentives • Support peer-to-peer learning
Tools for Engagement • Banners and print materials: great for use in community events, council meetings, health fairs, assemblies, etc. Corolla, NC Greenville, NC Durham, NC
Passively Reinforcing the Message • Messages in on-line utility bill statements • Video PSAs • Outdoor and transit ads Triangle Transit, Raleigh, NC Carrboro, NC
Public Engagement Key Questions • Who do we need to engage, beyond our coalition partners? Does any population merit special attention or focus? • What opportunities exist to reach out to key groups of stakeholders? • How can Watch for Me NC partners and materials be useful in engaging the public? • When are key events or opportunities taking place? • What data, resources, or materials might be needed to engage with different groups?
Action Plan Template Section 5: Enforcement Operations
Enforcement Key Principles and Tips • Work through the appropriate chain of command • Clarify misperceptions about the goals/intent of the Watch for Me NC program – Not an anti-jaywalking effort! • Identify common interests/concerns • Consider unintended consequences – Acknowledge relations between PD and others in the legal community (courts, district attorneys, etc.) and the public at large • Lay the foundation for success
Laying the Foundation for Enforcement • Coordinate communications before/after ops – Press, signage, and use of media toolkit • ID key sites for driver yielding enforcement: – Speed limits 30 MPH or lower – Marked crossing (preferably high visibility) – Fewer than 4 lanes of traffic – History of safety concerns or proximity to vulnerable groups (e.g., school children, etc.) • Engage key groups in advance: businesses, legal community, advocates, neighborhood associations • Trainings have more detailed guidance
Law Enforcement Trainings • Intended for officers only • Full day for new partners – Overview of key safety issues, laws, and enforcement best practices – Field exercises • Half day for returning partners – More emphasis on planning operations • WFM materials provided
What the Training Covers • The Basics: Why Enforce Ped/Bike Safety • Engineering/Designing for Enforcement • How Pedestrian & Bicycle Crashes Happen • Education: Officers as Educators • Pedestrian & Bicycle Laws • Enforcement Options • Crosswalk Enforcement Operation: Field Practice • Crash Investigation & Reporting • Safe Routes to School • Potential Law Enforcement Partners
Enforcement Key Questions • Who are the officers/units assigned to address ped/bike safety issues? • What ways can officers address safety concerns? What are the steps needed before and after any operations are held? • How will enforcement efforts be coordinated? How will efforts be shared with partners and the media? • When will operations be conducted, and for how often? • What data or other resource can help identify where enforcement is needed?
Action Plan Template Section 6: Planning/Policy Coordination
Key Principles and Tips • Consider how Watch for Me NC goals, partners, and strategies relate to Vision Zero, etc. • Make connections between Watch for Me NC and new/changed infrastructure – Signals, crosswalks, sidewalks, trails, bike facilities – Bike share programs • Build WFM into future plans and policies – PD Strategic Enforcement plans – Municipal transportation plans
Planning/Policy Key Questions • Who in the community has been working on these issues? Who are the policy makers or gatekeepers that need to be involved? • What plans and/or policies exist that should be reviewed? What are their goals and how do they overlap or potentially conflict with what you put in Section 1? What changes to infrastructure are being planned, and how could this affect behaviors? • How can plans or policies help sustain and/or grow Watch for Me NC activities and support? How can WFM support planning and infrastructure change? • When are key planning/policy documents due for review or change that might present an opening for discussion and goal alignment? • What data, resources, or materials might be needed to support this process?
Action Plan Template Section 7: Sustaining the Effort
Key Principles and Tips • Put in place the pieces that sustain: – Strong partnerships – Community buy-in, interest, and trust – In-house capacity • Defined roles • On-boarding and succession plans • Supported by plans/budgets – Documentation of impacts/outcomes
Funding Opportunities • Surface Transportation Block Grant (STBG) Program • Transportation Alternatives Set-Aside • Congestion Mitigation & Air Quality (CMAQ) Improvement Program • Federal Transit Administration Funds • Highway Safety Improvement Program (HSIP) • Statewide Planning and Research or Metropolitan Funds
State/Local Funding • Contingency Funding • Powell Bill • Local Bonds/CIP • Health Foundations • Other – Revenue from parking in City- owned decks (not at meters) – Vehicle registration fee (for general fund/street maintenance) – Municipal Service Districts – TDA occupancy tax revenues: 1/4th can go to improvements linked to tourism
Sustaining Key Questions • Who needs to be aware of our progress, challenges, and needs in order for the program to continue? • What challenges could prevent us from doing this work in the future? • How can we continue to grow support for these efforts? • When are key opportunities or deadlines we need on the radar? • What data or resources might be needed to sustain the program?
Report Out
What’s Next? • Identify 3 immediate steps – Who’s doing it? – What’s being done? – How will be accomplished? – Why are you doing it? “I want to do ____ with ____ because of ____.”
Evaluation Reporting
Importance of Evaluation Program evaluation helps to: 1. Track activities and share successes and lessons 2. Understand the changes happening in the community and estimate program impact 3. Learn about your experiences so the program and technical assistance can be improved 4. Produce reports to help secure future funding
Evaluation-Related Requirements Keep track of: – Time spent – Number/type of outreach and engagement – Enforcement operations – Media coverage – Outcomes/results Submit online: – Problems/issues/needs www.watchformenc.org/reporting
STEP Reporting
Wrap up and Next Steps • Look for/sign up for officer training course • Submit draft action plan by August • Participate in share meeting to be held in the Fall • Track and report activities • Look for/respond to web-survey in the Fall • Participate in exit interviews in Nov/Dec
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