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Effective Communications and Innovative Media
Brian Rasmussen
R&R Partners
June 21, 2011
Identify key audiences and talk directly to them.
A
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.
A
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.
A
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!
