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Agenda - 03-18-2008-6b
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Agenda - 03-18-2008-6b
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Last modified
8/29/2008 6:22:37 PM
Creation date
8/28/2008 9:52:54 AM
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BOCC
Date
3/18/2008
Document Type
Agenda
Agenda Item
6b
Document Relationships
2008-024 Purchasing - Ballen Media Consultant Services Land Transfer Tax Voter Info Effort
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\Board of County Commissioners\Contracts and Agreements\General Contracts and Agreements\2000's\2008
Minutes - 20080318
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Path:
\Board of County Commissioners\Minutes - Approved\2000's\2008
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1( <br />2) Media Research will be conducted to reach various market segments - <br />based on key demographics -Income, age, assumed home ownership, etc. <br />3) Public Relations Push - Or Earned Media, to enroll thought leaders, and <br />local personalities into the campaign. <br />4) Encourage Local News Media to report on the land transfer tax not only as <br />an Orange County issue but as a viable option that is being used across the <br />state that requires careful consideration by the electorate. <br />5) Paid Media - We strongly believe in the power of broadcast media, interest <br />and traditional print to push the campaign. That is why the preponderance <br />of the cost proposal is set aside for Media and Events. Radio messaging in <br />particular can be instrumental in achieving the goals of this campaign. We <br />feel the use of direct and intimate spots, featuring local public figures, can <br />be effective. An outreach to WCH~ radio, a very influential voice in the <br />community, would help create a sense of working towards the "greater <br />good". The spots will advocate no position; they simply will convey facts <br />essential to helping cultivate a fully informed citizenry. We envision utilizing <br />persons such as Dr. William Friday, WCHL personalities Ron Stuffs and Jim <br />Heavner and Long-time local educator/activist Lillian l_ee. <br />6) .Constantly review all current media, blogs, surveys conducted by special <br />interest groups to assess how the land transfer tax is being portrayed. <br />
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