Center for Transportation ExcellenceSix Stops to Success 2-

Campaign Budgets: Drafting, Funding & Working with What You’ve Got

February 21, 2012

Public Consensus –> Winning PropositionsSan Francisco

Planning a Budget• “Need to win”

• Voter survey: strengths, weaknesses, moveable voters, communication goals

• Communications plan: who do you need to target, how best to reach them, what types of messages and how best to deliver them

• Scarce resources: plan, honor the plan, make sure adjustments are strategic

Public Consensus –> Winning PropositionsSan Francisco

Budget Sample: BART to San Jose• Large voter universe in Presidential election:

• Regional communication priorities

• Cable & mail

• Drivers: billboards/radio

• Young voters Public Consensus –> Winning PropositionsSan Francisco

Puzzle Mailer

Public Consensus –> Winning PropositionsSan Francisco

BART Billboard Logo

Public Consensus –> Winning PropositionsSan Francisco

BART College Logo

Public Consensus –> Winning PropositionsSan Francisco

How to Raise Your Budget• Heavy construction: labor/contractors

• Local business leadership

• Developers, strategically

• Transit contractors (train cars, rail electrification, etc.)

• Small donor web appeals

Public Consensus –> Winning PropositionsSan Francisco