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Positioning Your Campaign for Success

Positioning Your Campaign for Success. Neha Bhatt Deputy Policy Director . Transit Initiatives and Communities Conference Atlanta, GA | June 24 th , 2013. Planning Process. Introductory meetings and MOU execution . Situation analysis. Transit needs and funding mechanisms research. Polling.

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Positioning Your Campaign for Success

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  1. Positioning Your Campaign for Success Neha Bhatt Deputy Policy Director Transit Initiatives and Communities Conference Atlanta, GA | June 24th, 2013

  2. Planning Process Introductory meetings and MOU execution Situation analysis Transit needs and funding mechanisms research Polling State by state planning retreats Collaborative Workshop on preliminary plans Advisory panel reviews Proposal finalized Results Sept 2009 Nov 2009 July 2010 Mar 2010 Jan 2010 May 2010

  3. Advisory Panel Cliff Henke Senior Analyst, Americas Transit Market, Parsons Brinkerhoff John Inglish Formerly General Manager Utah Transit Authority Jason Jordan Partner, Advocacy Associates (CFTE) Dan Kully Managing Partner, LaguensKullyKlose Kathleen Osher Executive Director, Transit Alliance Brian Rasmussen Director of Business and Development, R&R Partners Jacob Riger Sr. Transportation Planner, Charlier Associates Tom Shrout Formerly Executive Director Citizens for Modern Transit (St. Louis) Lea Shuster Field Director, Transportation For America Rob Willis Senior Associate Ross and Associates Environmental Consulting Alan Wulkan Managing Partner, InfraConsult Mariia Zimmerman Formerly Vice President for Policy Reconnecting America

  4. WA Start up grants ($75K) Policy Research ($) Technical Support ($) Polling Assistance ($) Cross-state Collaboration Expert Review & Advice OR CA (Bay region) MN (Twin Cities and state) OH NJ PA GA (Atlanta ) LA (Baton Rouge, NoLA)

  5. Campaigns are expensive. They must have a clear focus. • Specific goal • Time-limited • Victory is clear

  6. Start with research • Legal framework • Political champions • Likely allies, opponents • Current resources ($$, staff) • Related recent victories or set backs • Transit • Minimum needs, • aspirational vision • operations, capital

  7. SpecificMeasurableAchievableRealisticTime-bound Campaign goal NotSMART: “Create support for transit in Springfield County.” SMART: “Pass a ballot measure by December 2012 in Springfield County to increase the sales tax by$0.01 to generate $25 million per year for transit.”

  8. Enact a 1% regional motor vehicle excise tax to generate $120 million annually dedicated to transit operations and capital. Increase overall funding for state transit by 15% and ensure annual operating funds are dedicated (at least up to $400 million).

  9. Building the Coalition • A wide variation in approaches! • 3-4 like minded organization • 50+ groups (labor, business, nonprofit, equity, government partners) • Official letters of support

  10. Targets Pre-ballot - Governor or Mayor? - City Council? - State legislative committee? * Top primary targets * Secondary targets Who influences the primary targets? Ballot Specific public audiences (e.g., soccer moms, university students, transit riders, suburban commuters)

  11. Polling • 400 respondents • 20 questions • Tested specific ballot language • Attitudes toward community transit • Demographic, travel, and other background information

  12. The Plan and Budget • Tactics Field operations(based on the targets) • Spokespeople (informed by coalition meetings, polling) • Core messages, communications plan, social media • Staffing, in kind resources, timeline • Budget -- $$$

  13. Funders Price tags: $400,000 to $11 million Plans presented to national foundation for seed funding 2 out of 9 plans received seed $$ (Atlanta and Washington)

  14. Symptoms of campaigns lacking discipline • Multiple or confusing public messages • Weak coalition • Poorly targeted field operations • Budget too large or way too small • Pathway to success not clear (vague targets, under-staffed, etc)

  15. Key Questions in laying the ground work 1) What is your SMART goal? 2) Who are your targets? 3) Who do you need to win?

  16. Neha Bhatt Twitter: @nehasbhatt nbhatt@smartgrowthamerica.org (202) 251-9584

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