Our Strategic Plan outlines eleven program areas we are using to pursue our mission. These can be reduced to three core strategies: (1) Create powerful content, (2) Share our message widely and (3) Nudge people to take action. Following each program, we've identified how we are going to incrementally improve upon what we did in 2015.
Create Powerful Content
1. Expand the Content Stream: Provide powerful and influential content in an expanding web of distribution channels.
- Use issue campaigns throughout the year (such as #BlackFridayParking and #NoNewRoads) to reach a broader audience and give our content a longer shelf life.
- Continue to expand our pool of contributors.
- Continue to publish a minimum of 15 posts per week and, where we can maintain quality, increase that to 20 by the end of the year.
- Establish a content review process to ensure that we maintain quality as our frequency increases.
- Consistently publish the podcast and use extra podcasts to drive engagement in our issue campaigns.
2. Curbside Chat Program: Share our message in person with people around the country.
- Deliver between 30 and 50 Curbside Chat, Transportation in the Next American City, Neighborhood First or related events in venues across North America.
- Identify four regions to introduce the Curbside Chat+ program, a deep dive to change the conversation. We will need foundation or donor support for this effort.
- Update the Curbside Chat companion booklet.
- Target non-traditional audiences (those lacking the resources to pay for an event) for Curbside Chats. Seek donor support to engage with these communities.
3. Issue Campaigns: Operate targeted messaging campaigns around high velocity issues.
- Run a series of issue campaigns throughout the year where we leverage all of the assets of the organization to focus on a single message. We have a goal of doing sixteen of these campaigns in 2016.
4. Aggregate Content: Package and repackage content in ways that accelerate the distribution of our message.
- Continue to develop landing pages around our campaigns and issues where we have developed a deep amount of quality content.
- Publish Volume 2 of Thoughts on Building Strong Towns.
- Retain a specialist to help us aggregate content.
Share Our Message Widely
5. Public Relations: Use traditional and non-traditional public relations strategies to broadly distribute our message.
- Expand our database of media contacts who are interested in Strong Towns or related issues.
- Continue to feature content from the Member Blogroll and nurture the community of Strong Towns bloggers.
- Target traditional and non-traditional media as part of our event promotion strategy.
6. Advertising: Pay for the strategic distribution of our message.
- Devote $500 per month for online advertising. Track the ROI of this investment.
- Deploy the free Adwords offered by Google to drive search traffic to our key landing pages.
7. Targeting Key Influencers: Identify and engage influential individuals and organizations that will benefit from distributing our message.
- Share Strong Towns content with key bloggers and podcasters that have overlapping messages. Solicit contributions from them to our content stream.
8. Issue Summits: Gather individuals together to draw attention to specific messages.
- Plan and execute at least one issue summit in 2016. Seek a donor or foundation interesting in sponsoring this engagement.
Nudge People to Action
9. Member Support: Support our members as they share our message with others.
- Move our member support platform from Nationbuilder to Salesforce/Pardot to improve our ability to engage with and support our members.
- Hold monthly educational sessions for the benefit of our members.
- Provide monthly briefings, chats or hangouts with our members.
- Look for ways to add member-only content as part of each campaign for those who want a deep dive into an issue.
10. Curbside Chat Follow Up Campaign: Start local conversations following our in-person events.
- Do monthly Q&A webinars as part of the Curbside Chat process.
- Collect email addresses as part of our events so that we can communicate directly with participants afterwards.
11. Meetup Groups: Assist strong citizens in initiating local conversations.
- Launch a public Slack with an eye towards developing local/regional conversations.