Effective Communications and Innovative Media Brian Rasmussen R&R Partners June 21, 2011

Effective Communications and Innovative Media

Brian Rasmussen

R&R Partners

June 21, 2011

Identify key audiences and talk directly to them.

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A Legacy of Winning

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

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

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

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

Successful Campaign Strategies

The Elements of Successful Messaging8

ReturnonInvestment

1

We must communicate the answer to the citizens’ question:

“What’s in it for me?”

Identify key audiences and talk directly to them.

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A Long TermVision

2

We must educate the public and helpthem understand the big picture:

“What is the plan?”

Identify key audiences and talk directly to them.

A

An Attitude ofAccountability

3

We have to help the taxpayer answer the question:

“Can I trust you to use my taxes wisely?”

Identify key audiences and talk directly to them.

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Segment theMarket

4

Identify key audiences and talk directly with them.

The African American Community in Charlotte

Cardinals Fans in St. Louis

Neuter theOpposition

5

Use respected leaders to deliver the truth about

public transportation and neutralize the opposition.

GutsyLeadership6

We need “Champions” to step up and

deliver our message.

Chancellor Mark Wrighton, Washington University

Don’t Forget Viral Marketing and Social Media

7

The Valley Metro “Notes”

Viral Campaign in Phoenix

Identify key audiences and talk directly to them.

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A Legacy of Winning

Results: Victory By 63% to 37%

Get on Messageand Stay on Message

8

Actually this is Priority #1

Identify key audiences and talk directly to them.

M

Identify key audiences and talk directly to them.

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Thank you

“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

“What happens here, stays here.”

Thank you!

For more information contact:Brian Rasmussen

brian.rasmussen@rrpartners.com