1. MAKE IT RIGHT ChicagoMoving Forward to Break the Code of SilencePowerpoint Templates Copyright, Great River Creative, LLC, 2011-2012Page 1

2. MAKE IT RIGHT by Definition:Powerpoint Templates Copyright, Great River Creative, LLC, 2011-2012Page 2 3. What We Know:Powerpoint Templates Copyright, Great River Creative, LLC, 2011-2012Page 3 4. What Must Happen:Powerpoint Templates Copyright, Great River Creative, LLC, 2011-2012Page 4 5. The Steps Weve Taken 2011:Powerpoint Templates Copyright, Great River Creative, LLC, 2011-2012Page 5 6. The Steps Weve Taken 2012:*Project research and engagement with CPD on best practices is ongoing through this periodPowerpoint Templates Copyright, Great River Creative, LLC, 2011-2012Page 6 7. MAKE IT RIGHT ChicagoHelps Regain Control: Reduces gang intimidation by letting the entirecommunity know we are all watching eachother and will not tolerate criminal activity Breaks-up gang marketing efforts throughcommunity efficacy that is stronger than thegang members message Empowers everyone to TAKE BACK their streets Message is delivered by trusted messengers inthe communityPowerpoint Templates *National Center for Victims of Crime Copyright, Great River Creative, LLC, 2011-2012Page 7 8. Why We Target 11-14 year olds: 12 years old is average age to join a gang* Friendship Protection Onset of criminal behavior begins during middleschool ages, peaks toward the end of highschool yearsPowerpoint Templates *National Center for Victims of Crime Copyright, Great River Creative, LLC, 2011-2012Page 8 9. MAKE IT RIGHT Chicago: Series of measurable strategic components Proactive, Positive & Personal Dialogue Engages police with residents Communicates in the language of our targetdemographic groups Broadcasts a single, concise, consistentmessage Disrupts gang activity & reduces intimidation Combines the best practices of inbound &outbound marketing strategiesPowerpoint Templates Copyright, Great River Creative, LLC, 2011-2012Page 9 10. MAKE IT RIGHT ChicagoReaches Our Target:Powerpoint Templates Copyright, Great River Creative, LLC, 2011-2012Page 10 11. One Message, Multiple Components: Video PSAs Engaging Short Stories EducationalInteractive Video School Tour Programs Guerrilla Tactics Contextual Targeted Online Platforms Advertising Personal Appeal In-News TickersMessaging Enhanced Txt2Tip Lighted Windows ProgramPowerpoint Templates Copyright, Great River Creative, LLC, 2011-2012Page 11 12. MAKE IT RIGHT Chicago:Powerpoint Templates Copyright, Great River Creative, LLC, 2011-2012Page 12 13. Personal Appeal Messaging: Powerful messages from celebrities who havedeep Chicago connections, have struggled andhave become examples of the Power of OnePowerpoint Templates Copyright, Great River Creative, LLC, 2011-2012Page 13 14. Video PSAs Personal, Empowering, Inclusive, TargetedPowerpoint Templates Copyright, Great River Creative, LLC, 2011-2012Page 14 15. The Experience: Educational, interactive video learning tooltargeted to Chicago 6th gradersPowerpoint Templates Copyright, Great River Creative, LLC, 2011-2012Page 15 16. The Experience:Powerpoint Templates Copyright, Great River Creative, LLC, 2011-2012Page 16 17. The Experience:Powerpoint Templates Copyright, Great River Creative, LLC, 2011-2012Page 17 18. The Experience: Correct choices create an easier path Wrong choices result in a more difficultvirtual life, or incarceration, and evenDEATH!Powerpoint Templates Copyright, Great River Creative, LLC, 2011-2012Page 18 19. Guerrilla Tactics: Viral, street-levelbranding that createsawareness Cant miss messagingPowerpoint Templates Copyright, Great River Creative, LLC, 2011-2012Page 19 20. Guerrilla Tactics: NeighborhoodSpecific Eco-friendly Attracts enormousattention Creates interactionwith residentsPowerpoint Templates Copyright, Great River Creative, LLC, 2011-2012Page 20 21. Online Platforms: Language specific Provide an anonymoustip Learn More desiginedforparents, educators, students PlayThe Experience Search & Be EmpoweredPowerpoint Templates Copyright, Great River Creative, LLC, 2011-2012Page 21 22. Light Up Chicago: Orchestrated lightedwindows campaign alongChicagos skyline and inChicagos arenas Viral among propertymanagers City feels safer toresidents and touristswho spread the word- the city recognizes anincrease in economicimpactPowerpoint Templates Copyright, Great River Creative, LLC, 2011-2012Page 22 23. Graphic Short Story Series: Empowers youth Engages CPD & CPS with youth demographics. Widespread distributionPowerpoint Templates Copyright, Great River Creative, LLC, 2011-2012Page 23 24. Radio Disney School Tour Program: Most diverse radioaudience in Chicago History of successwithin CPS &successful atcommunity outreach Empowering childrento BE the difference intheir homes andcommunitiesPowerpoint Templates Copyright, Great River Creative, LLC, 2011-2012Page 24 25. Contextual, Neighborhood TargetAd Solutions: Relevant rollovermessaging to IPaddresses in targetneighborhoods Cost effective PPC Easy-to-adjustmessaging to respondto emergencyrequestsPowerpoint Templates Copyright, Great River Creative, LLC, 2011-2012Page 25 26. Contextual, Neighborhood TargetAd Solutions: Video In-text Lightbox Related to Content Digital Zip TargetingPowerpoint Templates Copyright, Great River Creative, LLC, 2011-2012Page 26 27. In-News Tickers: Recognized source forinformation onbreaking or importantnews Complement howresidents arereceiving information via text and socialmedia Can link directly tosecure crime tipinformation formsPowerpoint Templates Copyright, Great River Creative, LLC, 2011-2012Page 27 28. Enhanced & Rebuilt Txt2Tip: Integrate into the comprehensive marketing mixof Breaking the Code of Silence Introduce a dedicated, easy-to-remember short-code Eliminate agency keywordResults: Increased number & quality of tips delivered Builds a deep connection with residents throughthe immediacy of SMS Online & SMS communication is more attractiveto teensPowerpoint Templates Copyright, Great River Creative, LLC, 2011-2012Page 28 29. MAKE IT RIGHT Chicago:Powerpoint Templates Copyright, Great River Creative, LLC, 2011-2012Page 29