facilitating a successful levy campaign dave kielmeyer vice president funk luetke skunda marketing
TRANSCRIPT
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Facilitating A Successful Levy CampaignDave Kielmeyer
Vice PresidentFunk Luetke Skunda Marketing
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Current levy environment
Early considerations
Know your voter
Cultivate the “Grass tops”
Building an infrastructure
Implementing the campaign
Agenda
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Current Levy Environment
Skepticism is widespread
Economic times are tough
Growing number of tax issues
Local issues bear brunt of tax frustration
“No New Tax” attitude – New tax initiatives have low passage
rate– Renewal and replacements more
successful
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Current Levy Environment
No one pays attention
Saturated lifestyle
Information overload
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Current Levy Environment
The Good News
The public will accept a contract
Voter empathy for MRDD
Social service requests often more palatable
– less money than “big-ticket” measures like schools
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Early Considerations
Business case
What do we want? What do we really need?
What is the public benefit?
Quantify the ask
Do the numbers add up?
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Early Considerations
The importance of research
What does the public think?
What does community leadership/political leadership think?
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Know Your Voter – Secondary Research
Previous vote history– Who has supported us in the past– Who has voted against us in the past
General election vs. special/primary election
Absentee voters
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Know Your Voter – Primary Research (Polling)
Who do we talk to? How?– Likely voters based on vote history– Random sample of at least 300– Phone survey
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Know Your Voter – Primary Research (Polling)
What do we ask?– Attitudes about MRDD programs and
services– Attitudes on board’s money
management/fiscal responsibility– Message testing – would you be more
likely to vote for if you knew…– Would they vote for levy– Amount of funding they would support --
New, Replacement, Renewal– Demographics – age, sex, race
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Know Your Voter – Primary Research (Polling)
When do we Poll? – 6 to 9 months prior to election to
gather data to help make decision on feasibility of passage/what to request
– “Tracker Poll” 2 to 4 weeks prior to election to see if anything has changed
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Know Your Voter
Election Environment
Analyze the election cycle– Historically when have we been the
most successful? Primary?, General Election?, Large Turnout?
Threats/opportunities– What else is on the ballot?
Optimize your turnout– Turnout the YES vote
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Cultivate the Grass tops
Early, regular communications with:– County commissioners– Other local elected officials– Community leaders – business,
service organizations, chamber, major employers etc.
Levy request must be politically palatable to leadership and voters
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Building an Infrastructure
Leadership
Internal champion
External credibility
Financial point person
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Building an Infrastructure
Winning with people
Building coalitions
Optimizing funding by Labor Day
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Building an Infrastructure
Professional help
Research
Counsel
Campaign support
Criteria for selection
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Building an Infrastructure
Pre-campaign support
Basic campaign case
Grass tops buy-in
Highly visible opportunities for public input
Raising awareness
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Getting on the Ballot
Deadline is 75 days before election
Know requirements and practices locally
Prepare all specifics of your request—amount of request, length of levy
Resources: Board of Elections, County Auditor
Authorizing resolution must be passed by county commissioners
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Implementing the Campaign
Theme
Peg to benefits
Keep it simple
Make it memorable
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Implementing the Campaign
Strategic Plan
Voter targets
Tactical mix
Time line
Execution – who?
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Implementing the Campaign
Direct Voter Contact
Absentee contact
Direct Mail
Speakers bureau
Phone
Events
Door-to-door
Poll greeters
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Implementing the Campaign
Mass Media
Outdoor – signs vs. billboards
Radio
Television
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Implementing the Campaign
Free/earned media
Editor cultivation
Creative events
Case studies
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Summary
Assume voters will be ambivalent/skeptical/hostile
Find out where you stand
Get your act together
Pre-condition the grass tops
Make the campaign efficient
Enjoy your success