Minutes - 20080408 - Laserfiche WebLink

Browse Search

The goal of the media plan is to reach 60% of all adults 18+ a minimum of four times with the Orange County message. The advertising plan is as follows: - A combination of television, newspaper, cable, and radio will be utilized to achieve this goal. - Advertising will start on Monday, April 14th and run through Monday, May 5th. - Lighter schedules will air the first two weeks with heavier schedules airing the last two weeks. - Once the plan is approved and the buy is implemented, you will be provided with a detailed advertising calendar showing ad placement for all media. - Stations will be selected based on their strength in covering Orange County. - Newspapers will be selected based on their strength in covering Orange County. Two Durham newspapers were included in the buy. The costs for TV, radio, and newspaper advertising total $50,000. The costs for direct mail of 6 x 8.5 postcards to 45,000 Orange County households total $20,775. He showed some drafts of the potential postcards that would be mailed. The emphasis would be on not stopping at the top of the ballot and that the Land Transfer Tax is NOT a real estate tax, a sales tax, or a home tax. There will be a descriptive statement on the back of the direct mailing. Commissioner Gordon made reference to the back of the direct mailing and said that it should say exactly what the money is going to be used for. She wants it to be clear that if this is not passed, there will not be enough money for schools and parks or the property taxes will have to be raised. She also suggested not using any of the pictures with homes on them and Commissioner Carey agreed. Commissioner Nelson said that he liked the eraser and blackboard picture. Commissioner Carey asked about the personal url and it was answered that any name used with yourchoice-oc.com would direct someone to the website, but the readership goes up with the personal urls because it gets people's attention. Commissioner Nelson pointed out that gubernatorial was misspelled. Commissioner Nelson asked about the radio stations and said that there is no country, urban, or modern music stations. He wonders if the demographic is broad enough. Chair Jacobs suggested more word-smithing and punctuation. He agreed with Commissioner Gordon about explaining what the money would be used for and what happens if the land transfer tax does not pass. Essentially, it is a "pay me now or pay me later" issue. He also agreed with not using a house as the picture. He said that he is uncomfortable with singling out the real estate industry. Commissioner Gordon agreed with not characterizing the opposition. Chair Jacobs agreed about the demographics and said that this is a good chance to reach the younger population. Discussion ensued about the FAQ list. Rod Visser said that this would be a living document. It would be on the website so that it could be updated regularly. Commissioner Gordon asked about other types of brochures that could be distributed at other venues. Gil said that once all of the scripting is done (text, graphics, etc.), it will be easy to make flyers, which could be distributed anywhere. Rod Visser said that part of the role of the committee is to be part of the low-cost, low- tech dissemination methods. 2. West Ten Soccer Center Public Private Partnership Laura Blackmon said that at the October 9, 2007 BOCC meeting, the Board authorized staff to move forward with developing a sponsorship program to match the $150,000 challenge