Crafting a Strategic Campaign

People who believe they cannot afford health insurance often have little or no knowledge of what it actually will cost. This discovery was made by the Healthcare Leadership Council, a consortium of leaders from all health care sectors, using research from The Schapiro Group. TSG delved deeply into attitudes of several target populations with a low incidence of health coverage, but this information was just the starting point. The research also included an innovative experiment which provided insights into the most effective ways to communicate with the target audiences. The findings provided strategic direction to Health Access America, a broad, intense and extended campaign to educate and enroll uninsured populations. Under the guidance of HLC, Health Access America forges partnerships with grassroots organizations and local event sponsors to reach out with face-to-face information and enrollment opportunities. Starting by targeting seven communities across the country, Health Access America soon had enrolled more than 12,000 previously uninsured individuals and families.

Debbie Witchey Executive Vice President Healthcare Leadership Council www.hlc.org

Back to Top

Maximizing Communication with a Target Audience

The key to keep traffic flowing is to keep information flowing. Using driver research by The Schapiro Group, Georgia’s Department of Transportation has re-tooled its Transportation Management Center to maximize its 2-way communication with drivers. Guided by TSG’s driver satisfaction and awareness findings, GDOT designed a unique multi-channel system for alerting the public about traffic logjams and alternative routes. This included a campaign to increase usage of the 511 call-in service, which has resulted in daily calls skyrocketing from 900 to 8,000. The 511 system also includes a floodgate messaging feature that pushes alerts to geographic areas where a significant traffic delay exists. In addition to automated advisories, 511 operators are on hand to take incident reports. Recognized for its innovative leadership, GDOT’s Traffic Management Center has become a national model for public and private agencies involved in traffic flow management.

Anthony M. Bradford TMC Manager Georgia Department of Transportation www.georgia-navigator.com

Back to Top

Forging a Shared Vision

For a new strategic plan to work, how it is developed matters hugely. When The Community Foundation for Greater Atlanta embarked on this process, the “how” involved three criteria: full participation by every staff person, reliance on hard data to guide the way, and no set-in-stone picture of what the end result would be. Interestingly, TCF wasn’t aiming for a dramatic change of direction. The goal was to maintain the fundamental focus – assisting donors, supporting non-profits and addressing community needs – but within a new framework based on deeper insight, stronger capabilities, and a spirit of innovation. For six months TCF suspended routine grant-making so the staff could absorb a range of expert perspectives, including research by The Schapiro Group on how non-profits viewed TCF. This input was pivotal in shaping the new plan, which emphasizes general operating support rather than program-specific grant-making alone. This change proved especially timely, because it happened just before the economic downturn brought unprecedented financial challenges to the non-profit sector. The plan also includes clear metrics which will position TCF to evaluate its impact more precisely. The result will be enhanced accountability to donors as well as a new resource for non-profits to evaluate their own effectiveness in turning TCF grants into community benefit.

Alicia Philipp President The Community Foundation for Greater Atlanta www.atlcf.org

Back to Top

Discovering the Untold Story

Does the public think better of a business that belongs to the chamber of commerce? The American Chamber of Commerce Executives (ACCE) brought this question to The Schapiro Group in 2007. ACCE exists to help local chambers provide leadership in their communities and recruit businesses to become members. What better way to convince a bottom-line oriented business person to join the chamber of commerce than by demonstrating the advantage through data? TSG designed and conducted a national telephone survey that documented the public’s high regard for chamber membership, including overall favorability, consumer awareness, reputation for good citizenship, and likelihood of future patronage. ACCE released the findings at its 2007 convention and has publicized them widely ever since. Over the past 2+ years more than 500 local chambers have used the data in outreach, yielding results that have far surpassed ACCE’s most optimistic expectations.

Chris Mead Senior Vice President American Chamber of Commerce Executives (ACCE) www.acce.org

Back to Top

Building Support Through Responsiveness and Results

“Pay more tax” usually is a tough sell to property owners. But in the early 1990s, Central Atlanta Progress (CAP) convinced Downtown businesses that self-imposed taxes made sense – with results that still benefit the area today. In spite of a real estate recession at the time, CAP had a bold plan for reinvigorating the heart of Downtown Atlanta. Implementing the plan required funding and the best solution was an improvement district imposing special-purpose taxes for use in the immediate area. Downtown’s commercial property owners approved the tax and the Atlanta Downtown Improvement District (ADID) was born. Research conducted by The Schapiro Group found that the top priority of property owners was enhanced public safety. Guided by these findings, ADID’s first new initiative was the Ambassador Force®, a highly visible authoritative presence on Downtown streets. It rapidly paid dividends in improved public safety and cleaner streets. Through regular surveys of property-owners and the general public, ADID has remained responsive to the needs of its constituents. For nearly two decades the improvement district has funded the Ambassador Force as well as a “Clean Team” and capital improvements, making the area more appealing and user-friendly for residents, workers and tourists.

Paul B. Kelman, FAICP Executive Vice President Central Atlanta Progress, Inc. www.atlantadowntown.com

Back to Top

We’re Proud of Our Clients

The above-mentioned Paul Kelman recently announced his retirement from Central Atlanta Progress (www.atlantadowntown.com). He has been a terrific partner over the years and we’ll miss his dedication to Downtown and irreverent sense of humor. Look out, Asheville, here he comes! CAP also recently promoted Lynn Williamson to Marketing and Creative Director and Sara Milton to Marketing and Media Director.

George Dusenbury, Executive Director of Park Pride (www.parkpride.org), has been selected to serve as the City of Atlanta’s Commissioner of Parks, Recreation, and Cultural Affairs.

Faye Dimassimo has recently begun serving in her new role as Cobb County Director of Transportation.

Retiring Fulton County Commissioner Nancy Boxill will be receiving the Guiding Star Award at the June 24 Georgia Equality Evening for Equality (www.georgiaequality.org). Congratulations to Commissioner Boxill on 20+ years of outstanding service.

Strategic consultant and well-known community leader Joan Garner announced her candidacy to succeed Nancy Boxill on the Fulton County Commission (www.garnerforcommissioner.com).

The Community Foundation for Greater Atlanta (www.atlcf.org) received the Paul Ylvisaker Award for Public Policy Engagement for its Metropolitan Atlanta Youth Opportunities Initiative (MAYOI).

Kim Shellman Borna, formerly Executive Director of the Juvenile Justice Fund (www.juvenilejusticefund.org), has been named Executive Director of the Center for Children and Young Adults.

Linda A. Klein, Managing Shareholder at Baker, Donelson, Bearman, Caldwell & Berkowitz (www.bakerdonelson.com) was nominated to become chair of the American Bar Association House of Delegates, the ABA’s second-highest office. The ABA House of Delegates will hold elections for the two-year post in August at its Annual Meeting.

Street Smarts (www.streetsmarts.us) President Marsha Anderson Bomar was elected to serve her second term on the Duluth City Council and will also serve as Mayor Pro Tempore. She recently took time out to celebrate the 20th anniversary of Street Smarts!

Back to Top

TSG Continues to Grow

Join us in welcoming our new Strategist – Laura Aikens. Proud owner of a newly-minted M.A. in Sociology from the University of Georgia, Laura also earned her B.A. in Sociology and B.S. in Psychology at UGA. With her focus on quantitative analysis and social psychology, Laura brings added depth to our talented staff.

Back to Top

TSG Serves the Community

Team player…TSG President Beth Schapiro recently served on Mayor Kasim Reed’s Transition Team.

This team is for real…Beth continues to serve as a volunteer Ambassador for Atlanta’s WNBA team, the Atlanta Dream (www.atlantadream.net). They’re off to a great start and are at the top of the standings! For discount tickets, go to https://oss.ticketmaster.com/html/go.htmI?l=EN&t=wnbaatlanta&o=101630&g=210 (promo code: dream).

History in the making…Beth served as co-chair of Leadership Atlanta’s (www.leadershipatlanta.org) 40th Anniversary Celebration. The event was also the Grand Opening of 200 Peachtree (www.200peachtree.com), better known to longtime Atlantans as the Downtown Davison’s/Macy’s store. It’s an amazing event venue – check it out!

More history…Beth was recently featured in an Emory Alumni Association website story (http://www.alumni.emory.edu/news/alumninews.php) about her graduate advisor and mentor, the late Dr. Eleanor Main. Dr. Main’s vision, intellect, friendship, and guidance were invaluable to hundreds of students and colleagues throughout her distinguished career at Emory.

Fish story…Office Manager Heather Beckett helps a friend care for three young foster children. She recently took them on their first trip to the Georgia Aquarium. Heather is still smiling in this picture – it must have been at the start of the outing!

Back to Top

In January 2004, The Schapiro Group began the eUpdate to keep clients and friends of TSG informed about the firm's activities. Feel free to forward this email.

To add yourself to or remove yourself from this eUpdate list, please send an email to info@schapirogroup.com.