Effective Communications and Innovative Media

1. Effective Communications and Innovative Media Brian RasmussenR&R Partners • June 21, 2011

2. A A Legacy of Winning Identify key audiences and talk directly to them.

3. Successful Campaign Strategies Successful Campaign Strategies • Attend a CFTE Conference or Workshop • Identify the Key Issues • Hire Professional Campaign Management • Begin Fundraising • Mobilize at the Grassroots Level • Develop a GOTV Strategy • Implement Elements of Successful Messaging

4. Successful Campaign Strategies Successful Campaign Strategies • Attend a CFTE Conference or Workshop • Identify the Key Issues • Hire Professional Campaign Management • Begin Fundraising • Mobilize at the Grassroots Level • Develop a GOTV Strategy • Implement Elements of Successful Messaging

5. Successful Campaign Strategies Successful Campaign Strategies • Attend a CFTE Conference or Workshop • Identify the Key Issues • Hire Professional Campaign Management • Begin Fundraising • Mobilize at the Grassroots Level • Develop a GOTV Strategy • Implement Elements of Successful Messaging

6. Successful Campaign Strategies Successful Campaign Strategies • Attend a CFTE Conference or Workshop • Identify the Key Issues • Hire Professional Campaign Management • Begin Fundraising • Mobilize at the Grassroots Level • Develop a GOTV Strategy • Implement Elements of Successful Messaging

7. 8 The Elements of Successful Messaging

8. 1 ReturnonInvestment

9. We must communicate the answer to the citizens’ question:“What’s in it for me?”

10. A Identify key audiences and talk directly to them.

11. 2 A Long TermVision

12. We must educate the public and helpthem understand the big picture:“What is the plan?”

13. A Identify key audiences and talk directly to them.

17. 3 An Attitude ofAccountability

18. We have to help the taxpayer answer the question: “Can I trust you to use my taxes wisely?”

19. A Identify key audiences and talk directly to them.

20. 4 Segment theMarket

21. Identify key audiences and talk directly with them.

22. The African American Community in Charlotte

23. Cardinals Fans in St. Louis

24. 5 Neuter theOpposition

25. Use respected leaders to deliver the truth about public transportation and neutralize the opposition.

28. 6 GutsyLeadership

29. We need “Champions” to step up and deliver our message.

32. Chancellor Mark Wrighton, Washington University

34. 7 Don’t Forget Viral Marketing and Social Media

35. The Valley Metro “Notes” Viral Campaign in Phoenix

37. A A Legacy of Winning Identify key audiences and talk directly to them.

39. Results: Victory By 63% to 37%

40. 8 Get on Messageand Stay on Message

41. Actually this is Priority #1

42. M Identify key audiences and talk directly to them.

44. A Identify key audiences and talk directly to them.

45. Thank you

47. “Our coalition of supporters made for strange bedfellows. We had the business community, elected officials, bus operator unions, even environmentalists all preaching our simple, consistent message. Even when our opponents tried several different attacks, we all stayed on message.” Natalie English, Charlotte Chamber

48. “What happens here, stays here.”