Communicating to Win Ballot Measures LOOMIS

Transcription

1 Communicating to Win Ballot Measures Oregon Fire Service Conference November 7, 2015 LIZ LOOMIS AFFAIRS

2 Outline Introduction Lay of the Land Assets and Liabilities - Exercise Survey Research Effective Messaging - Exercise Developing a Communications Plan Conclusion Q&A

3 Introduction Liz Loomis Public Affairs 20+ years in strategic communications, government and elections Cities, public hospital, school and fire districts Bond and levy measures Communicate better to secure needed revenue Offsite communication services Public relations and messaging Mergers, RFAs, contract renewals Crisis communications

4 Lay of the Land Cynical electorate Recovering economy Fire districts need to prove that personnel, facilities and services are needed

5 Lowest approval rating for Congress in decades Fire/EMS is better, but that doesn t always mean more $$ Taxpayers are cautious when it comes to spending It s all just taxes. Few know how much they pay Believe taxes increase on a regular basis

6 Economy is recovering Rising Gross Domestic Product and Consumer Confidence levels Decreasing unemployment rate Home values edging higher Urban v. rural divide Increase in personal savings/consumer spending Voters are feeling more confident Use this time to lay the foundation for your project

7 Thinking about going to ballot? 1. Update Capital Facilities and/or Strategic Plan Inform community of the process and your findings 2. Identify organizational assets and liabilities 3. Conduct survey research 4. Determine election timing, taxing option, amount 5. Develop a strategic communications plan Start communicating 8-12 months before the election 6. Maintain communication with voters after the election

8 Assets and Liabilities Is our project feasible right now? Identify assets and liabilities What do you bring to the table? What could prevent you from winning? Make it a public process Board, personnel, community members, and a critic Inclusion generates support for a project Items or issues internal and external to your organization

9 Example: Fire District Assets Internal Web Site Facebook Page Newsletter (2/year) Media releases (monthly) Positive working relationship between labor and management Personnel motivated to participate New fire chief External Recovering economy Outreach to state legislators to discuss priorities Presence at community events and in schools Regular visits to community groups to discuss priorities Campaign committee ready to form Community Advisory Group Strong support for fire district New fire chief

10 Example: Fire District Liabilities Internal Communicating with taxpayers, but no focused message Web site information not current Disagreement by Board about need for bond Conflict between career and volunteer firefighters No one to do the communications work External Recovering economy Conservative voters Hostile local paper People confused about who provides them with fire service Embezzlement issue seven years ago School district built a Taj Mahal. Do we go to ballot or not? If so, what issues do we try to resolve ahead of time?

11 Your Turn: Assets Internal External

12 Your Turn: Liabilities Internal/External Resolution?

13 Potential Pitfalls Labor-management relations or Labor negotiations Board relationships Hostile press Organized opposition Too little time between public education effort and election Asking for too much money Unresolved public relations issues

14 Survey Research Research is your foundation Measures public opinion Identifies possible pitfalls Identifies target audiences Helps with messaging Improves election results Cost-effective for budgeting Survey voters every 3-5 years

15 Research options Telephone survey Interviews Most effective 96% of Americans have a telephone Provides a valid sample Fastest way to collect and process data Two to four weeks Telephone survey Prompted response

16 Mail Printing and postage costs Eight weeks for results Web-based Cost-effective Gaining in popularity Four to eight weeks for results

17 Issues with prompted response, mail and web-based surveys Difficult to control sample Low response rate Critical data needed from nonresponders Combination of phone, mail and/or internet depending on sample size Always use a professional survey instrument

18 A word on focus groups Good for specific demographic groups or issues Can help fine tune message Sample too small to represent public opinion Public meetings, Citizen Advisory Committees, etc.

19 Effective Messaging Communication without a message is expensive noise A lot competes for voter attention Make your message compelling Educate for future revenue needs

20 Key Messages Drive your agenda Control the discussion Proactive vs. reactive Focus audience attention Help people understand your position Keep you organized

21 Brief and specific Easy to understand Memorable Persuasive Truthful Jargon or acronyms Spin Lies Overly dramatic Negativity Condescend

22 Messages should include: Who you are, what you do and why you are deserving Challenges facing your organization The solution and impacts to taxpayers Contingency plan and consequences

23 Example: Messaging for a Bond 1. Thank you for supporting your local fire department. XXX provides fire fighting, prevention and emergency medical service (EMS) to 31,000 people over 1,200 square miles. We are debt free, operate under a balanced budget and have passed all accountability audits by the state. More than 100 full-time firefighters, paramedics, and volunteer firefighter/emts appreciate the opportunity to serve our community.

24 2. The timing is right to build our own fire station. We currently lease space for a fire station, and the city needs the room to expand its police department. Our lease runs out at the end of 2016, and responding from this facility takes longer to reach a majority of our emergency calls. The fire district has purchased land for a station in a better location, and a grant is paying for the environmental cleanup of the site. Bond financing rates to fund construction are at historic lows, as well.

25 3.We ve reduced the cost of the station as you requested. Some people voiced concerns that the original proposal of $12.6 million was too much and we listened. Now the district is asking voters to approve a $6.7 million bond during the XXX election to build the station. The bond will last for 20 years and cost property owners 20 cents per $1,000 of assessed valuation (approximately $40.08 per year or $3.34 per month for the owner of a $200,000 home).

26 4. A station at this location will improve response times. If we are unsuccessful with a bond, we will continue to provide the highest level of service possible with whatever facilities are available to us. Because we must vacate the city property at the end of 2016, this could include multiple temporary locations until one facility can be found. This could disrupt emergency service levels if personnel, equipment and apparatus are working from several different locations.

27 Your Turn: Effective Messaging 1. Who are you? What services do you provide? Why is your organization deserving of this tax increase? 2. What challenges are facing your fire agency? 3. What solution have you devised, and what will it cost taxpayers? 4. What are the consequences of your ballot measure failing?

28 Developing a Communications Plan Strategies and tactics for message delivery 1. Paid Communications 2. Earned Media 3. Owned and Social Media 4. Public Outreach Include all four areas to reach multiple audiences Educate, don t advocate

29 Paid Communications Newsletter Direct mail Information brochure On hold message system Signage and banners Advertising/paid sponsorships Does it build a strategic alliance

30 Pros Control of message, timing and delivery Less invasive than Cons Costs money Budget for it Penetration rate Declining response rate Election day starts when ballots are mailed

31 Newsletter 2-3 times per year Branded and memorable Two pages Two color (or explain four) Brief articles Pictures or graphics that connect with people Too expensive? Get creative. Insert in local paper Monthly or quarterly column distribution list

32 Earned Media Media releases Opinion-Editorials Public Service Announcements Letters to the Editor Community Blogs

33 Pros Cost-effective Third party credibility Builds relationships Cons Limited control over message, timing and delivery Labor intensive to monitor responses Knowing when to respond

34 Media releases most effective 1-2 per month Communicate strategically not just incident reporting Develops regular communication with audience Builds relationships with local news media Editorial board visits 1-2x year

35 Owned and Social Media Web site Signage Facebook Twitter Tumblr & Instagram YouTube

36 Pros Cost-effective and time-wise Control message, timing and delivery Reach target audiences, key influencers Creates a sense of community Sharing and collaborative Cons Can lose control of message Going viral Labor intensive to monitor Must be maintained

37 Facebook Dominates Twitter Immediate news delivery YouTube Video platform Tumblr & Instagram Good for youth but do they vote?

38 Facebook 1x per week Provide brief updates Drive traffic to your web site for more detail Ask people to Like your page Encourage friends to Share your information to make new friends

39 Web site Passive form of communication Think reference manual Use to provide greater detail Choose images that make personal connections Eliminate pages that aren t used Keep it updated

40 Public Outreach Open houses Does attendance matter? Public presentations Short and often Community events Do they vote? Citizen advisory groups Schools Send students home with information for parents

41 Pros Cost-effective Control over message, timing and delivery Reach target audiences Make personal connections Identify key influencers Transparent/accountable Cons Can lose control of message Labor intensive for low turnout Audience response

42 Public meetings Develop brief PowerPoint 15 minutes/1x year to all community groups Invite public to your house if on ballot Leave behind materials

43 Sample Communications Plan

44 Conclusion Q&A Any ballot measures that you want to discuss? Now s the time

45 Thank you! For more information, please contact Liz Loomis: PO Box 2451 Snohomish, WA 98291