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New Mexico Utility Shareholders Alliance October 7, 2009

New Mexico Utility Shareholders Alliance October 7, 2009. DMD Timeline. 2003: Initial campaign to support tax package that reduced the maximum dividend tax rate from 35% to 15% 2006: Successfully campaign to extend then-current legislation sunset from 2008 to 2010

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New Mexico Utility Shareholders Alliance October 7, 2009

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  1. New Mexico Utility Shareholders Alliance October 7, 2009

  2. DMD Timeline • 2003: Initial campaign to support tax package that reduced the maximum dividend tax rate from 35% to 15% • 2006: Successfully campaign to extend then-current legislation sunset from 2008 to 2010 • 2008: Formalize and launch Defend My Dividend as a fully formed national grassroots campaign • 2009: Retool campaign message and strategy to support President Obama’s 20% maximum dividend tax rate and Senate Finance Committee Chair Baucus’ legislation • 2010: Unless Congress takes action, on December 31, the maximum dividend tax rate will skyrocket to almost 40%

  3. Key Objectives Targeted positioning and education campaign that will: • Define issue and clarify importance to, and impact on, everyone • Reach target audiences to inform them about permanently keeping dividend taxes low and the consequences of Congress not acting by the end of 2010 • Deliver and reinforce messages via all potential channels - industry, grassroots, grasstops, DMD partners, etc.

  4. Messaging Strategy Publications & Media • Senior and retiree publications • Financial reporters and publications • Energy reporters and publications • Regional editorial writers and papers Grassroots & Utility Industry • Key legislators & district papers • Member company employees/retirees/shareholders • CEOs and senior management • CEOs/association leaders

  5. Industry Earned Media • Internal Articles & Blog Posting

  6. Peer To Peer & Social Web Peer to peer promotion to raise awareness of the campaign and the Web site: • Promotion of DMD at industry board meetings, functions and events • Utilize social media tools via online campaigns to further extend the reach of campaign

  7. Defend My Dividend Campaign: Advocacy Strategy Coalitions/Partners • Financial reporters and publications • Financial industry • Investor clubs • Senior groups • Shareholder groups • Dividend producing industries Constituent Advocacy Tools Web: Action center, news, video, partner links, cross branding Mail: Postcards, newsletters, target advocacy pieces Phone: Patch through system, issue information

  8. Collaterals PowerPoint Presentation Fact Sheets Postcard

  9. Stakeholder Education and Recruitment Exhibit Panels Recruitment Brochure

  10. Defend My Dividend Campaign: Web Site • Home base for overall DMD campaign • Media and communications resource • Conduit for news and legislative updates • Main portal for joining campaign • Advocacy database backend to manage communications campaigns

  11. Defend My Dividend Campaign: Website http://www.DefendMyDividend.org

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