10-08-1997 Council Agenda - Laserfiche WebLink

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Making it happen Since adult institutions. such as city govern- ment, have a tough rime listening and calking with kids and engaging them in positive experi- ences. government agencies must make con- necting with youth a city commitment and a priority for resources. In order to meet this commitment. local governments must provide marketing training and expertise to city depart- ments. These communication and marketing ef- forts can be mixed. matched. and combined with each ocher since no one marketing strategy will work alone. Be willing to fail. but learn from the failure and recommit. Effective marketing to youth requires staff time. funding and attention— resources that "Effective marketing to youth requires staff time. funding and attention — resources that many communities are short an today." many communities are short on today. Never - I theless, it is time that cities re- examine their priorities and renew their commitment to youth. After all young people are our most pre- . cioes natural resource. r Frank Benest is city manager for the city of Brea, California, and Debbie Thornton Is former communi- cations manager of the League of California Cities and currently an account executive at Braun Ketchum Public Relations. Reprinted with permission from the • May 1997 issue of Western City magazine. the monthly publication of the League of California ies. For subscription information, please call (916) 658 -8223. :W.A'Y5 f:R"O:.0 G'rN M"A?Rc$:'ET'LR;G City government must use and match methods in order to reach out -to kids, communicate with them, and engage them in productive activities -and opportunities._ sere, are some ideas: 1. Learn.from churches. Churches.havebeen successful in involving.and serving youngpeople:beranse they effectively use young arinkleaders.. City: departments need to hire staff and/or secure volunreetswho.can build relationshipswith targeted youth beforeemarketing to them. 2. Go where the kids are. If staff or volunteen.are cry- ing to reach out and connect with kids,. thevmust go where youth spend time: on campus, .at themall. the park or otherhangours. 3. Use creative ways to engage and listen to .kids. Private sector market companies use focus groups, opinion leaders, and key infocnans-to identify customer needs. Local governments can also use these market re- search techniques. 4. Secure communication and marketing exper- tise. A city government should use is in -house public information resources, outreach skills in the community services department, orpaid or pro bono private market- ing expertise to creatively grab the attention of kids and their parents. 5. Use positive imagery. Roanoke County, Virmnia recently produced an MTV -style video to successfully attract teenagers to its new youth center. 6. Be bold. Since lads. like aduls,.are bombarded with infotrnationfrom many sources. government communica- tions must grab their attennon. 8 7. Use kids comminticating with kids. Youth-to- youth rnarketing.is the best way to connect and marker to kids. Organize.a.core group.ofyonthcommnnicators:to spread the word. 8. Take advantage of existing groups, programs, and rhannels. of communications. Thescouting pro- grams, youth sports groups, school interest groups, and youth ministries allhave a network of communications. 9. Exploit new techniques. With the help of some volunteer or paid youth, cities can learn from kids and promote programs and services by using existing elec- tronic charrooms, creating an electronic bulletin board, or using e -mail to conmmunicate-with designated interest groups. 10. Use incentives. Cities canuse discounts, special promouonai offers, and give -aways to introduce new products, services, and opportunities to youth consumers. 11. Engage Idds.as assets in:meaningfiil opportu- nities. Instead of viewing kids as.probiems, engage young people as .assets. 12. Involve youth in doing and self - help - Instead of doingthings for kids, parmer with other. agencies to engage and train youth in self -help efforts such as peer counseling, safe rides, and youth. hotlines. 13. Model positive behavior. The most effective way that kids learn is from roie models. Page 53 A CG:: S- 1 9-