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Millage Education Campaign

Millage Education Campaign. From Failure to Success in Two Years. About The Rapid. Regional governmental structure providing transit to six-city service area (Grand Rapids metro area) Service area population area of over 480,000 Fixed-route bus, demand-response, ridesharing coordination.

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Millage Education Campaign

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  1. Millage Education Campaign From Failure to Success in Two Years

  2. About The Rapid Regional governmental structure providing transit to six-city service area (Grand Rapids metro area) Service area population area of over 480,000 Fixed-route bus, demand-response, ridesharing coordination

  3. Timeline of Results 2000—first millage—passed 2003—increase for improvements—passed 2007—increase for improvements—passed 2009—increase for BRT only—failed 2011—increase for improvements + BRT—passed

  4. 2009 Election BRT only—increase of 0.18 in property tax rate Educational campaign executed Large endorsement list including many elected officials Active Friends of Transit organization Organized, active opposition Failed 52%-48% (about 1,400 votes)

  5. 2011 Election Proposal was for BRT + significant system-wide improvements—0.35 property tax rate increase Educational campaign executed Active Friends of Transit organization Organized, active opposition Passed 50.2% to 49.8% (136 votes)

  6. What Changed? • Long-range Transit Master Plan in place based on extensive community outreach and input • Educational campaign based on Phase I TMP improvements • All six cities would see service improvements • More direct outreach to neighborhood associations, business groups, etc. • Utilized direct mail • Strict messaging for Board, staff

  7. What Changed? • Media briefings in advance • Background only to establish facts • More direct employee engagement • All employee meetings • Fact sheets and talking points • How to deal with opponents

  8. What Changed? • Helped form a TMP advisory group led by a former Congressman and key business interests • Long-term effort (not election-related) • New partners, new programs • Local First • More aggressive social media outreach as part of the educational campaign

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