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Demonstrated grasp of the most significant questions potential voters are likely <br /> to have about the proposed land transfer tax <br /> Recognition of the need to reach out to different constituencies by means of a <br /> broad appeal through print and broadcast media and a content-rich Web <br /> interface <br /> - Availability due to its proximity, about 20 minutes from downtown Hillsborough <br /> Emphasis on the importance of collaboration among the Board, staff, and <br /> Education Advisory Committee <br /> Commitment to work with the Education Advisory Committee in recognition of <br /> its value as a feedback and filtering mechanism to address community <br /> information needs <br /> Preparedness to rapidly correct (via internet, radio, and local television) <br /> misinformation that may surface in the community <br /> Extensive contacts throughout local and statewide broadcast and print media <br /> for paid advertising as well as "earned media" (e.g. scheduled interviews) <br /> Dwayne Ballen of Ballen Media said that what piqued their interest was the opportunity <br /> to educate voters. He wants to help facilitate what this issue is about and there will be no <br /> advocacy of the issue. He said that Ballen is involved in several social issues and he and staff <br /> talked about utilizing multiple media formats. <br /> Gil Fitts, also from Ballen, said that the other thing that Ballen wants to emphasize is <br /> collaboration. He said that they look forward to working with advisory committee and the <br /> County Commissioners in crafting the message. He said that, once message is crafted, Ballen <br /> will be using print, radio, and cable W. They would also like to drive people to a website by <br /> which they could investigate the questions involved in this issue. There could also be a PDF file <br /> that could be printed off the website and given to people for educational purposes. He pointed <br /> out that Orange County has one of the highest internet user rates in the state. <br /> Commissioner Nelson asked how broadcast media outlets would be determined. Gil <br /> Fitts said that Ballen has a media expert to evaluate this and they also have a contact with Time <br /> Warner Cable. <br /> Commissioner Nelson said that there are a lot of people in Orange County that do not <br /> have internet, and with direct mail you can get information into people's homes. He just wanted <br /> to flag this. <br /> Dwayne Ballen said that they have learned that there are points of trust in a community <br /> for finding knowledge. He said that Ballen has been successful in finding those points of trust. <br /> This is not an advocacy campaign, but an information campaign. <br /> Commissioner Nelson asked about the two proposals from Ballen — one is $47,000 vs. <br /> $70,000. Gil Fitts said that in the RFP it asked Ballen to respond to both. The most expensive <br /> is Time Warner Cable. Fortunately, it is a political season, and media will be charging lower <br /> political rates. <br /> Commissioner Gordon asked about direct mail and Gil Fitts said that it was not an area <br /> they addressed in their initial proposal, but they are flexible. <br /> Commissioner Gordon asked how this would fit in the proposal and he said that funds <br /> would be reallocated. <br /> PUBLIC COMMENT: <br /> Mr. Mascorella said that in this world there is nothing certain but death and taxes. He <br /> said that there are those who are for and against this tax. However, he does not support either <br /> the land transfer tax or the sales tax. He said that the Board of Commissioners put the land <br /> transfer tax on the May 6th ballot, but the Board has already spent $10,000 on a survey, and this <br /> is already too much of the public's money to spend, and the study was all but ignored. He said <br /> 13 <br />