Agenda - 03-18-2008-6b - Laserfiche WebLink

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_ P.4/GN :~ NETWORK -~w GODDARD *:CLAUSSEN Section 3: OBrA Question 1: How will we educate? The goal of this campaign is to educate the public about the land transfer tax on the May 2008 ballot. To do this effectively, it is important to develop precise messaging to break through the clutter and 'directly target the audience-the high propensity (f Il?) voters in Orange County. In today's 24-hour news cycle, people are constantly bombarded with information but they demand information to back up emotional appeals. We have built our reputation by carefully balancing right brain and left-brain stimuli in educating the public. The budget parameters you have established limit the amount of paid activity with the exception of a robust direct mail effort. Budget permitting, we would supplement the mail with radio and cable television. In addition, it will be crucial to use the Advisory Committee to carry with the free press and online. The Foundation-Direct Mail to HP Voters: Estimated Universe of 24 241 Voters in 16 791 Households With competitive primaries in the Democratic Presidential race, both Republican and Democratic gubernatorial races, as well as several local and down ballot races, Orange County will likely see an unprecedented primary turnout. In addition, North Carolina's new same-day registration may well add new voters to the equation. However, few of these voters will be focused on the Land Transfer Tax referendum. In an area where broadcast media, such as television, is inefficient or too expensive to communicate with voters, direct mail is the most cost-efficient and effective way to reach and educate voters. Voter files provide data that allow mail programs to target only those citizens most likely to vote. In Orange County, there are 24,241 people living in 16,791 households who voted in 1 of the last 4 primary elections. Direct mail works in repetition. This plan calls for a total of four pieces to go to voters. The mail will let voters know there will be a referendum on the ballot, explain how the land transfer tax works and let them know how the money will be spent. Question 2: How would we work with a citizen Advisory Board? In every election campaign we manage, and in many non-election communications programs, broad-based citizens committees are needed. A group of local citizens involved with the issue are needed to demonstrate to the pubic the depth of support for a given issue and to act as sponsoring entities for public communications activities. Page -7- 3/16/2008 TCN/GC Joint Proposal