t4 america transportation message development results from focus美国交通发展的的的结果从T4信息焦点.docVIP

To: David Goldberg, Transportation for America From: Kristen Grimm and Ed Walz Date: June 15, 2009 Re: Messaging recommendations based on 2009 focus group research This memo summarizes the findings of the recent focus group research completed by Spitfire Strategies and Edge Research to inform message development for the Smart Growth America stimulus campaign and Transportation for America. Specifically, the memo recommends: A messaging strategy based on focusing group findings; A strategy for rolling the message strategy out in localized campaigns and options for building constituency-specific campaigns. Recommended Message Strategy The attached report from Edge Research (T4 America Transportation Message Development: Report of Findings from Focus Group Research April – May 2009, dated May 2009) provides detail on the focus group findings. In preparing a messaging recommendation, we also reviewed the findings of T4A focus groups conducted in fall, 2008 Framing the Conversation A Vision of Progress We recommend you frame the conversation about transportation reform in terms of progress. This basic value has motivated Americans for generations on issues ranging from health research to automobile fuel economy and the space program. By defining progress for their communities with your vision of a better American transportation system, the campaign can make an emotional appeal to get community leaders into the fight for reform. Focus group participants displayed a very personal understanding of the limitations of their communities’ current transportation systems. They also displayed emotional reactions to those limitations that suggest a potential for active engagement as citizen advocates. But their inability to look beyond the status quo and envision a transportation system that better meets their communities’ needs and better aligns with their communities’ priorities is a challenge for the campaign. To begin overcoming this challenge, the campaign should first