WINNING BALLOT MEASURES OREGON FIRE DISTRICT DIRECTORS ASSOCIATION OREGON FIRE SERVICE CONFERENCE NOVEMBER 7, 2014

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1 WINNING BALLOT MEASURES OREGON FIRE DISTRICT DIRECTORS ASSOCIATION OREGON FIRE SERVICE CONFERENCE NOVEMBER 7, 2014

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

3 Introduction Liz Loomis Public Affairs 20+ years in strategic communications, elections and government Works with cities and public hospital, school and fire districts to pass bond and levy measures Improve communication with taxpayers Long term goal of securing needed revenue Offsite communication services Public relations and crisis communications

4 Lay of the Land It used to be easier to raise revenue for emergency services Cynical electorate Challenging economy Fire districts need to prove that people, facilities and services are needed

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

6 Economy is recovering, but not recovered Rising Gross Domestic Product and consumer confidence Decreasing unemployment rate Home values edging higher Urban v. rural issue Modest increase in personal savings/consumer spending The most notable thing about 2014 will be how unnotable 2014 is. Alex Villacourt, Vice President of Research and Analytics for Clear Capital Voters are starting to feel more confident Use this time to lay the foundation for your project

7 Steps for a successful ballot measure 1. Update Capital Facilities and/or Strategic Plan 2. Identify assets and liabilities 3. Conduct survey research 4. Determine election timing, taxing option, amount 5. Develop a strategic communications plan Educate public 8 12 months before ballots are mailed 6. Pass and file ballot resolution 7. Maintain communication with voters after election 7

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, employees, community members and a critic Inclusion generates support for a project Tangible and intangible 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 New fire chief Community Advisory Group Strong support for fire district

10 Example: Fire District Liabilities Internal Communicating with taxpayers, but no focused message Web site outdated Disagreement by Board about need for levy Conflict between career and volunteer firefighters Potential layoffs could impact morale External Recovering economy Conservative voters Hostile local paper People confused about who provides them with fire service Embezzlement issue five years ago Anti tax blogger Do we go to ballot or not? If so, what do we try to resolve? What do we leave alone?

11 Survey Research Research=foundation Survey registered voters every 3 5 years Measures public opinion Identifies possible pitfalls Identifies target audiences Helps with messaging Improves election results Cost effective for budgeting 11

12 Telephone Statistically valid Mail and web based Low response rate Difficult to control sample Data needed from nonresponders Focus groups Drill down on messaging Target audiences 12

13 Effective Messaging Communication without a message is just very expensive noise Easily tuned out with so much competing for voter attention Make sure that what you re saying supports your strategic objectives

14 Key Messages 3 5 messages supporting your ballot measure Varies depending on your audience Tell your story Who are you? Don t assume people know What s the problem? Use statistics to support claims How have you tried to solve it? Before asking for $ What do we need from our community? How will this benefit the community? As opposed to the fire district Repeat!

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

16 Brief and specific Easy to understand Memorable Persuasive Truthful Jargon or acronyms Spin Lies Be overly dramatic Negativity Condescend

17 Example: Messaging Fire Station Bond 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. Thirty one full time firefighters, 14 paramedics, and 80 volunteer and part time firefighter/emergency medical technicians appreciate the opportunity to serve our community. Who are we?

18 We are accountable to our taxpayers. We are debt free, operate under a balanced budget and have passed all financial and accountability audits by the state. We pay cash for purchases instead of financing and aggressively maintain our emergency apparatus and equipment so it will last longer. Our dedicated volunteer firefighters donate their time, which also provides a substantial savings to taxpayers. Who are we? Why is this key message important?

19 The timing is right to build our own fire station. We currently lease space for a fire station from XXX, but the city needs the room to expand its police department. The fire district has purchased land for a new station that is strategically located to respond faster to a majority of our emergency calls. A grant is paying for the environmental cleanup of the site, and bond financing rates to fund construction are at historic lows. What s the problem? How have we tried to solve it? How will our community benefit?

20 We ve reduced the cost of the station as our community requested. Some people voiced concerns that the original proposal for $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). How will our community benefit? What do we need?

21 Developing a Communications Plan

22 Strategies and tactics for message delivery Paid Communications Earned Media Owned and Social Media Public Outreach Need all to reach multiple audiences

23 Paid Communications Pros Control message, timing and delivery Cons Costs money Declining response rate but still valid Newsletter Direct mail Information brochure Message system Advertising Paid sponsorships

24 Newsletter 2 3 times per year More if you need to create your own press Two pages Two color, or explain four Brief articles Pictures or graphics

25 Earned Media Pros Cost effective Third party credibility Relationship building Cons Limited control over message, timing and delivery Labor intensive to monitor articles Effort required to build relationships Media releases Opinion Editorials Public Service Announcements Letters to the Editor Community Blogs

26 An effective earned media operation = huge savings for your fire district Communicate strategically Not just incident reporting Develop relationships with reporters and editors Visit with them 1 2x per year Improves coverage Talk to them before you need something Send regular news releases and author editorials Consider a blog to create your own press

27 Owned & Social Media Pros Cost effective and time wise Control message, timing and delivery Reach target audiences Creates a sense of community Key influencer domain Cons Can lose control of message Labor intensive to monitor Must be current Web site Signage Facebook Twitter Tumblr & Instagram

28 Web site Passive form of communication Use to provide greater detail Drive people to your site through other tactics Eliminate pages that aren t used Keep it updated!

29 Facebook Dominates social media circles Twitter losing popularity Tumblr and Instagram for younger voters 71% of all internet users 159 million users in USA 1.32 billion worldwide 64% use it on a daily basis Average user 40 minutes per day Half have 200+ friends

30 Public Outreach Pros Cost effective Control over message, timing and delivery Reach target audiences Personal connections Identify key influencers Transparent/accountable Cons Turnout Can t control response Labor intensive Open houses Public presentations Community events Parades yes Festivals no Citizen advisory group School presence Send students home with information for parents

31 Public presentations have impact Make brief, but frequent visits with different community groups Target specific audiences with appropriate message Develop Powerpoint (or similar) Leave behind materials

32 Conclusion Q&A Passing revenue measures is a challenge Economic conditions can impact voter support Assets and liabilities can also impact support Survey research is essential to any project Refine your message Develop a professional communications plan Learn from successful projects of others

33 Discussion Any ballot measures that you want to brainstorm? Now s the time!

34 P.O. Box 2451, Snohomish, WA (425)