11-12-1997 Council Agenda - Laserfiche WebLink

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Making it happen Since adult institutions. such as city govern- ment, have a cough time 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 Graining and expertise to city depart- ments. These communication and marketing ef- forts can be mixed. matched. and combined • with each other since no one marketing strategy will work alone. Be willing to Fail. but learn from the failure and recomrmc. Effective markenng to youth requires staff time. funding and attention— resources chat "Effective marketing to youth requires staff time, hording and attention — resources that many communities are short on today." many communities are short on today. Never- ; cheless. it is nme char cities re- examine their priorities and renew their commitment co youth. After all young people are our most pre - cious natural resource. r Frank Benesr is ciry manager for the city of Brea, California, and Debbie Thornton is former communi- canons manager of the League of California Cities and atrentiy an account executive at Braun Ketchum Public Relations. Reprinted with permission from the .Way 1997 issue of Western City magazine. the monthly publication of the League of California Cit- ies. For subscription information, please call (916) • 658 -8223. `1V.AY'S to 'K:E.1A,EsHI.t.K71'OS Tiff 11114M11 'M':AIR-K T9 =N;G City government must use and match methods in order to reach our to kids, communicate with them, and engage them in productive activities -and opportunities. Here are some ideas: 1. Learn from churches. Churches have been successful in involving. and serving young people because they effectively use young adult leaders. City deparonenn need to hire staff and /or secure volunteers who can build rrlarionships with targeted youth before marketing to them 2. Go where the kids are. If staff or volunteers are try- ing to reach out and connect with kids, they must go where youth spend time: on campus, at the mall, the park or ocher hangouts. 3. Use creative ways to engage and listen to. kids. Private sector market research companies use focus groups, opinion leaders. and key iruonnants to identify customer needs. Local governments can aiso use these market re- search techniques. 4. Secure contrnunication and marketing exper- tise. A cry government should use its 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. J. Use positive imagery. Roanoke County, Virginia recently produced an MTV -style video to successfully attract teenagers to its new youth center. 6. Be bold. Since kids, like adults, .are bombarded with information from many sources, government communica- tions must grab their attention. 8 7. Use kids communicating with kids. Youth -co- youth markedng.is the best way to connect. and market to kids. Organize.a core group ofyouth.cotnmunicacots-to spread the word. 8. Take advantage of existing groups, programs, and channels of communications. The scouring pro- grams, youth sports groups, school interest groups, and youth ministries all have a network of communications. 9. Exploit new techniques. With the help of some volunteer or paid vouch. cities can learn from kids and promote programs and services by using exisrmg elec- tronic chat rooms, creating an eleLuvnic bulletin board, or using e -mail to communicate with designated interest groups. 10. Use incentives. Cities can use discounts, special promotional offers, and gve -aways to introduce new products. services, and opportunities to youth consumers. 11. Engage kids as assets in meaningful opportu- nities. instead of viewing kids as.probiems, engage young people as. assets. 12. Involve youth in doing and self- help..Instead of doing things for kids, partner with other. agencies to engage and train youth in self -help efforts such as.peer counseling, safe rides, and youth hot lines. 13. Model positive behavior. The most effective way that kids learn is from roie modeis. Page 61 : c c