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Against All Odds: Winning A Millage In an Uncertain Environment
Presented by:Kojo A. Quartey, PresidentMary Kay Thayer, Trustee
Monroe County Community College
"Don't let the fear of losing be greater than the excitement of winning."
- Robert Kiyosaki
Presentation Description
Monroe County Community College
(MCCC), located in Southeast Michigan,
won a millage in the November 2017
election. The College took the lessons
learned from its loss two years ago to
develop a carefully crafted strategy that led
to victory in a very uncertain environment.
OUTCOMES/OBJECTIVES OF THIS
PRESENTATION
1. Perseverance in the face of adversity
2. Strategies to generate additional local
funding by galvanizing the community
3. Leveraging the media and state funding
for millage success
4. How leadership can make a difference in
the face of opposition
Article from Monroe News,
Monday Dec. 5, 2016
“MCCC Listened and millage passed”
“…. Dr. Quartey remained steadfastly optimistic throughout
the campaign. He believed the millage would pass. The
president, along with a small group of students and college
representatives, spent countless hours canvassing
neighborhoods throughout the county to deliver the message.
The millage was needed. The message was clear and spelled
out in detail. The request passed.”
Community and Institutional Background
• Monroe County is located in Southeast Michigan, approx. 30 miles south of Detroit and 20 miles north of Toledo, Ohio
• A rural community with 19 municipalities
• Population is 155,000, 94% Caucasian
College Profile• Founded in 1964 – the only college in the county
• Serves 7000 credit students and 5000 non-credit students annually
• Has two locations in the county
• Has two four-year institutions on its campuses
• 70% of county residents and or their family members have attended MCCC
• Cultural hub of the county
• 52% transfer programs, 48% occupational
The Uncertain Environment
• A very conservative, no new taxes county
• Many naysayers and gainsayers within and without
• Last Millage won was 36 years prior, by one vote after 12 attempts
• Missing some key endorsements
• Lost last attempt two years prior by a 40-60 margin (over 10,000 votes)
The Uncertain Environment (Cont’d.)
• Most populous municipality has/had an active opposition group
• An “outsider” president – a lonely start
• Faculty Union picketing on campus during campaign
• Another local millage on the ballot
• Large rural agricultural population reluctant to pay additional taxes
The Uncertain Environment (Cont’d.)
• Large senior population unwilling to pay additional taxes
• Lukewarm internal support from faculty, staff, and students – a 5% chance-really!
• Lack of active participation by internal stakeholders
• In many ways, our strategy fell apart
MILLAGE STRATEGY OUTLINE
• ENGAGE – leave not one municipality untouched. Ensure a positive message to all
• EMBRACE – leverage township/village/city officials, students, and faculty - attend meetings
• EDUCATE – send the right message. Tell the college story to all.
We are everywhere
• We are on TV, we are on the radio, we are
in the papers, we are on billboards, we are
in businesses, we are on social media,….
We are everywhere.
The Strategy
• Engage, embrace, educate --listen to your community
• Give the community ownership
• Live it breathe it
• Be positive--Proclaim it, claim it, receive it!
• Take your time
• Sometimes you win, sometimes you learn
• Send the right message
• Engage the opposition
The Strategy• The president must take control and lead – want
it so badly that you can taste it
• Play politician but be non-partisan
• You must have nothing better to do
• Who knows your county best, you or an outside consultant?
• Court them all
• Send the right message
• Put a detailed strategy on paper and share it
• Pray, pray, pray….
The Strategy
• Who wants to pay a “forever tax”?
• Who has an issue with us?
• Ignore the negatives
• Who has some affiliation with this college?
• Show your hand – transparency
• Get everyone involved – unions, commissioners, farmers, small businesses, students, faculty and staff, parents, media, politicians – everyone!!
Voting Results Comparison 2016 Voting Results 2014 Voting Results
Township Pop Rank2016
TotalVoters
Yes No Rank2014
TotalVoters
Yes No Yes %Diff + -
City of Monroe 20,733 1 7,850 4,804(61.2%)
3,046(38.8%)
1 5,039 2,791(55%)
2,149(45%)
+6.2
Monroe Charter 14,568 2 5,698 3479(61.1%)
2219(39.9%)
2 3,886 1,821(49%)
1,965(51%)
+11.1
Petersburg 1,146 3 444 262(59%)
182(41%)
5 335 146(44%)
189(56%)
+15
Frenchtown 20,428 4 8,069 4,582(56.8%)
3,487(48.2%)
3 5,005 2,411 (48%)
2,594 (52%)
+8.8
Raisinville 4,896 5 2,919 1,637(56.1%)
1,282(43.9%)
6 1754 743(42%)
1,011(58%)
+14.1
Ida 4,949 6 2,281 1,217(53.4%)
1064(46.6%)
8 1,631 655 (40%)
976 (60%)
+13.4
Dundee Twp 6,341 7 3,050 1,611(52.8%)
1,439(47.2%)
7 1,956 805 (41%)
1,151 (59%)
+11.8
Berlin 6,924 8 4,005 2,072(51.7%)
1,933(49.3
7 2,776 1,138 (41%)
1,638 (59%)
+10.7
LaSalle 5,001 9 2,361 1,215(51.5%)
1146(48.5%)
6 1,511 629 (42%)
882 (58%)
+9.5
2016/2014 Voting Results Comparison
Voting Results Comparison
2016 Voting Results 2014 Voting Results
TWP Pop Rank2016
TotalVoters
Yes No Rank2014
TotalVoters
Yes No Yes %Diff + -
Erie 4,517 10 1,740 871(50.1%)
869(49.9%)
9 783 295 (38%)
488 (62%)
+12.1
Summerfield 3,233 11 1,391 653(46.9%)
738(63.1%)
12 958 313(33%)
645(67%)
+13.9
Exeter 3,727 12 1,921 887(46.2%)
1034(53.8%)
10 1,280 450 (35%)
830 (65%)
+13.2
Milan Township 5,867 13 830 381(45.9%)
449(54.1%)
12 577 188(33%)
389(67%)
+12.9
Luna Pier 1,436 14 613 279(45.5%)
334(54.5%)
11 407 142(35%)
265(65%)
+10.5
*Bedford 28,606 15 14,185 6,454(45.4%)
7,730(55.6%)
14 9,997 2,805(28%)
7,192 (72%)
+17.4
London 3,024 16 1,190 498(41.8%)
692(58.2%)
13 794 234 (29%)
560 (71%)
+12.8
*Ash 8,500 17 3,451 1,420(41.1%)
2,031(59.9%)
4 2,361 1,100 (47%)
*1,261 (53%)
-5.9
Whiteford 4,420 18 1,972 801(40.6%)
1,171(59.4%)
13 1,026 298(29%)
728(71%)
+11.6
Milan City 1,670 19 737 270(37%)
467(63%)
12 577 188(33%)
389(67%)
+4
2016/2014 Voting Results Comparison(Cont’d.)
Resolutions of Support, Endorsements, PAC Donations
Resolution of Support
Monroe County Farm Bureau
United Way of Monroe County
Monroe Center for Healthy Aging
Monroe Bank & Trust
5th Third Bank
River Raisin National Battlefield Park
Summerfield School District
Monroe County Intermediate School District
United Way of Monroe County
Resolutions of Support, Endorsements, PAC Donations
Endorsements
The Carpenters Union, Local 687
UAW, Local 723
Monroe County Democratic Party
IBEW Local 8
PAC Donations Donation
Joe Bellino $500
The Carpenters Union, Local 687 $5,000
UAW, Local 723 $500
IBEW Local 8 $500
MTS Seating $500
Monroe Bank & Trust $500
Campaign Strengths
• A strong, clear and positive strategy (No consultant)
• Every positive point needs to be leveraged
• Determination and resolve of leadership
• Intensive and extensive relationship building before the millage and behind the scenes – we listened, we engaged, we embraced
Campaign Strengths
• Clear, succinct, strong and bold message
• Media presence/efforts on Facebook and Internet
– Advertising Budget: $8,481.89
– Reach 215,537;
– Impressions: 851,005
– Post engagements: 7,272
– Post Clicks: 12,551
– Link clicks: 2,818
– Post shares: 545
– Post Comments: 599
– Post Reactions: 3,308
– Page Likes: 293
“During the 5-month Millage Facebook advertising campaign, communication regarding the 5-Year maintenance and Improvement Millage was facilitated via Facebook post with messaging targeting specific audiences. By creating focused content, applying a $8,500 advertising budget and utilizing various target audiences, the Page’s total reach throughout the time period was 215,537 and the impressions amounted to over 851,000. This departure from traditional advertising allowed the college to create a two-way conversation with the community, providing the opportunity to clear up misunderstandings of how millage funds would be used, and further showcase the college’s commitment to enriching lives.” ~ Millage: Facebook Ad Campaign – July –November 2016
Campaign Strengths
• Leverage the media
• Door-to-door canvassing
• Appoint a number of committed and dedicated champions
• Knowing our position without polling
• Reduction of millage request from .95 to .85 mill
Campaign Strengths (cont’d.)
• Viability and focus on the Whitman Center and Bedford – a separate South County Strategy
• Focus in final weeks on mail and paper box slots
• An intentional outreach to churches
• Meetings in Bedford with the Citizens for Fiscal Responsibility and Bedford Renaissance
• Presentations to townships and seniors, including IHM
Campaign Strengths (cont’d.)
• Support and assistance of the unions (contributed to PAC, canvassed, and placed yard signs)
• State of the College address focused on the millage
• Robo-calls made by the Democratic Party the night before the election
• Numerous endorsements, especially the Farm Bureau and County Commissioners
• We persisted and persevered to the very end.
On October 18, 2016, President
Kojo Quartey addressed the
Monroe County Board of
Commissioners. The result was
an endorsement from the entire
County.
Campaign Strengths (cont’d.)
• Voter registration efforts on campus and students voting
• Engaging the Middle College
• Several editorials and the kind treatment by the Monroe News and Monroe County Radio
• Positive attitude of our community supporters
• Yard signs in key areas
• Engaging educators
Campaign Strengths (cont’d.)
• An aggressive campaigning schedule
• Daylight savings time allowed for late campaigning
Campaign Strengths (cont’d.)DAY DATE LOCATION TYPE
Monday August 22 (2-4 hours) Milan, London, Exeter, Ash, Maybee
Businesses, Churches, Senior Centers
Tuesday August 23 (2-4 hours) Milan, London, Exeter, Ash, Maybee
Businesses, Churches, Senior Centers
Tuesday August 23, 7:00-8:00pm Dundee Twp Mtg 179 Main St., Dundee, MI 48131
Wednesday August 24 (2-4 hours) Milan, London, Exeter, Ash, Maybee
Businesses, Churches, Senior Centers
Thursday August 25 (2-4 hours) Milan, London, Exeter, Ash, Maybee
Businesses, Churches, Senior Centers
Thursday August 25, 7:00-8:00pm City of Luna Pier City Hall, 4357 Buckeye St., Luna Pier, MI
Friday August 25 (2-4 hours) Milan Twp & City Neighborhoods
Saturday August 27 (2-4 hours) London Neighborhoods
Sunday August 28 (2-4 hours) Exeter & Maybee Neighborhoods
Campaign Strengths (cont’d.)DAY DATE LOCATION TYPE
Monday August 29 (2-4 hours) Berlin, S. Rockwood, Estral Beach
Businesses, Churches, Senior Centers
Tuesday August 30 (2-4 hours) Berlin, S. Rockwood, Estral Beach
Businesses, Churches, Senior Centers
Wednesday August 31 (2-4 hours) Berlin, S. Rockwood, Estral Beach
Businesses, Churches, Senior Centers
Thursday September 1 (2-4 hours) Berlin, S. Rockwood, Estral Beach
Businesses, Churches, Senior Centers
Friday September 2 (2-4 hours) Ash & Carleton Neighborhoods
Saturday September 3 (2-4 hours) Berlin, S. Rockwood, Estral Beach
Neighborhoods
Sunday September 4 (2-4 hours) Dundee Neighborhoods
Monday September 5 (2-4 hours) Dundee, Raisinville, Frenchtown, City of Monroe
Neighborhoods
Tuesday September 6 (2-4 hours) Dundee, Raisinville, Frenchtown, City of Monroe
Neighborhoods
Campaign Strengths (cont’d.)DAY DATE LOCATION TYPE
Tuesday September 6, 7:00-8:00pm(early in the meeting)
Raisinville Twp Mtg 96 Ida-Maybee Rd., Monroe, MI 48161
Tuesday September 6, 7:30-8:30pm(later in the meeting)
City of Monroe Mtg 120 East First St., Monroe,MI 48161
Wednesday September 7 (2-4 hours) Dundee, Raisinville, Frenchtown, City of Monroe
Businesses, Churches, Senior Centers
Thursday September 8 (2-4 hours) Dundee, Raisinville, Frenchtown, City of Monroe
Businesses, Churches, Senior Centers
Thursday September 8, 7:00-8:00pm(early in the meeting)
Milan Twp Mtg 16444 Cone Rd., Milan, MI 48160
Friday September 9 (6 hours) Raisinville Neighborhoods
Saturday September 10, (6 hours) Frenchtown Neighborhoods
Sunday September 11 (6 hours) Frenchtown Neighborhoods
Monday September 12 (2-4 hours) Monroe Twp, LaSalle, Erie, Luna Pier
Businesses, Churches, Senior Centers
Campaign Strengths (cont’d.)DAY DATE LOCATION TYPE
Monday September 12, 7:00-8:00pm (earlier in the meeting)
Carleton Twp Mtg 1230 Monroe St., Carleton, MI 48117
Monday September 12, 7:30-8:30pm (later in the meeting)
London Twp Mtg 13613 Tuttlehill Rd., Milan, MI 48160
Tuesday September 13 (2-4 hours) Monroe Twp, LaSalle, Erie, Luna Pier
Businesses, Churches, Senior Centers
Wednesday September 14 (2-4 hours) Monroe Twp, LaSalle, Erie, Luna Pier
Businesses, Churches, Senior Centers
Wednesday September 14, 7:30-8:30pm Village of Maybee Mtg 9051 Raisinville Rd., Maybee, MI 48159
Thursday September 15 (2-4 hours) Monroe Twp, LaSalle, Erie, Luna Pier
Businesses, Churches, Senior Centers
Friday September 16 (2-4 hours) Summerfield, Petersburg Neighborhoods
Saturday September 17 (2-4 hours) Ida Neighborhoods
Sunday September 18 (2-4 hours) LaSalle Neighborhoods
Campaign Strengths (cont’d.)DAY DATE LOCATION TYPE
Monday September 19 (2-4 hours) Summerfield, Petersburg, Whiteford
Businesses, Churches, Senior Centers
Monday September 19, 6:30-7:30pmearlier in the meeting)
Summerfield Twp Mtg 26 Saline St., Petersburg, MI 49270
Monday September 19, 7:00-8:00pm(later in the meeting)
Petersburg Twp Mtg 24 E Center St., Petersburg, MI 49270
Tuesday September 20 11:30-12:30pm
Berlin Senior Group 8000 Swan view Dr., Newport, MI 48166
Tuesday September 20 (2-4 hours) Summerfield, Petersburg, Whiteford
Businesses, Churches, Senior Centers
Tuesday September 20 7:00-8:00pm(earlier in the meeting)
Bedford Twp Mtg 8100 Jackman Rd.,Temperance, MI 48182
Tuesday September 20 7:30-8:30pm(later in the meeting)
Whiteford Twp Mtg 8000 Yankee Rd., Ottawa Lake, MI 49267
Tuesday September 20 7:00-8:00pm(earlier in the meeting)
Monroe Charter Twp Mtg 4925 Dunbar Rd., Monroe, MI 48161
Tuesday September 20 7:00-8:00pm(later in the meeting)
Exeter Twp Mtg 6158 Scofield Rd., Maybee, MI 48159
Campaign Strengths (cont’d.)DAY DATE LOCATION TYPE
Wednesday September 21 (2-4 hours) Summerfield, Petersburg, Whiteford
Businesses, Churches, Senior Centers
Thursday September 22 (2-4 hours) Summerfield, Petersburg, Whiteford
Businesses, Churches, Senior Centers
Friday September 23 (2-4 hours) Whiteford Neighborhoods
Saturday September 24 (2-4 hours) Bedford Neighborhoods
Sunday September25 (2-4 hours) Bedford Neighborhoods
Monday September 26 (2-4 hours) Bedford Businesses, Churches, Senior Centers
Tuesday September 27 (2-4 hours) Bedford Businesses, Churches, Senior Centers
Tuesday September 27, 7:00-8:00pm Frenchtown Charter Twp 2744 Vivian Rd., Monroe, MI 48162
Wednesday September 28 (2-4 hours) Bedford Businesses, Churches, Senior Centers
Campaign Strengths (cont’d.)DAY DATE LOCATION TYPE
Thursday October 6 (2-4 hours) Milan, London, Exeter. Ash, Maybee
REPEAT: Businesses, Churches, Senior Centers
Friday October 7 (6 hours) City of Monroe Neighborhoods
Saturday October 8 (6 hours) City of Monroe Neighborhoods
Saturday October 9 (6 hours) Milan (Twp & City) RE-CANVASS
Monday October 10 (2-4 hours) Berlin, S. S. Rockwood, Estral Beach
REPEAT: Businesses, Churches, Senior Centers
Tuesday October 11, 7:00-8:00pm Berlin, S. Rockwood, Estral Beach
REPEAT; Businesses, Churches, Senior Centers
Tuesday October 11 (2-4 hours) Erie Twp Mtg 2065 Erie Rd., Erie, MI 48133
Wednesday October 12 (2-4 hours) Berlin, S. Rockwood, Estral Beach
REPEAT: Businesses, Churches, Senior Centers
Thursday October 13 (2-4 hours) Berlin, S. Rockwood, Estral Beach
REPEAT: Businesses, Churches, Senior Centers
Campaign Strengths (cont’d.)DAY DATE LOCATION TYPE
Friday October 14 (6 hours) London RE-CANVASS
Saturday October 15 (6 hours) Exeter & Maybee RE-CANVASS
Sunday October 16 (6 hours) Ash & Carleton RE-CANVASS
Monday October 17 (2-4 hours) Dundee, Raisinville, Frenchtown, City of Monroe
REPEAT: Businesses, Churches, Senior Centers
Tuesday October 18 (2-4 hours) Dundee, Raisinville, Frenchtown, City of Monroe
REPEAT: Businesses, Churches, Senior Centers
Wednesday October 19 (2-4 hours) Dundee, Raisinville, Frenchtown, City of Monroe
REPEAT: Businesses, Churches, Senior Centers
Thursday October 20 (2-4 hours) Dundee, Raisinville, Frenchtown, City of Monroe
REPEAT: Businesses, Churches, Senior Centers
Friday October 21 (2-4 hours) S. Rockwood, Berlin, Estral Beach
RE-CANVASS
Saturday October 22 (2-4 hours) Dundee RE-CANVASS
Campaign Strengths (cont’d.)DAY DATE LOCATION TYPE
Sunday October 23 (6 hours) Raisinville RE-CANVASS
Monday October 24 (2-4 hours) Monroe Twp, LaSalle, Erie,, Luna Pier
REPEAT: Businesses, Churches, Senior Centers
Tuesday October 25 (2-4 hours) Monroe Twp, LaSalle, Erie,, Luna Pier
REPEAT: Businesses, Churches, Senior Centers
Wednesday October 26 (2-4 hours) Monroe Twp, LaSalle, Erie,, Luna Pier
REPEAT: Businesses, Churches, Senior Centers
Wednesday October 26, 3:00-4:00pm IHM 610 W. Elm, Monroe, MI 48162
Thursday October 27 (2-4 hours) Monroe Twp, LaSalle, Erie,, Luna Pier
Businesses, Churches, Senior Centers
Friday October 28 (6 hours) Frenchtown, Monroe City & Twp
Businesses, Churches, Senior Centers
Saturday October 29 (6 hours) Frenchtown 2744 Vivian Rd., Monroe, MI 48162
Sunday October 30 (6 hours) Summerfield & Petersburg Businesses, Churches, Senior Centers
Campaign Strengths (cont’d.)DAY DATE LOCATION TYPE
Monday October 31 (2-4 hours) Summerfield, Petersburg, Whiteford
REPEAT: Businesses, Churches, Senior Centers
Tuesday November 1 (2-4 hours) Summerfield, Petersburg, Whiteford
REPEAT: Businesses, Churches, Senior Centers
Wednesday November 2 (2-4 hours) Summerfield, Petersburg, Whiteford
REPEAT: Businesses, Churches, Senior Centers
Thursday November 3 (2-4 hours) Summerfield, Petersburg, Whiteford
REPEAT: Businesses, Churches, Senior Centers
Friday November 4 (6 hours) Ida RE-CANVASS
Saturday November 5 (6 hours) LaSalle, Erie, Luna Pier RE-CANVASS
Sunday November 6 (6 hours) Bedford & Whiteford RE-CANVASS
Monday November 7 (2-4 hours) Bedford REPEAT: Businesses, Churches, Senior Centers
Tuesday November 8 (2-4 hours) Bedford REPEAT: Businesses, Churches, Senior Centers
Campaign Weaknesses
• Our strategy on paper fell apart
• Inability to access and leave material in rural areas and other mailbox slots
• Lack of signs in many municipalities
• Inability to campaign in all areas equally
Opportunities
• Lessons learned from the successful strategies
• Taking a page from this victory to assist with recruitment efforts
• Engaging townships where we lost
• Uniting all constituencies for a stronger MCCC and community
• Additional capital requests to the State
Lessons Learned
• Positivity and perseverance NEVER fail
• “Drop and leave” works when the number of canvassers is limited
• Deliver information to rural areas by mail and use of mailbox slots
Lessons Learned (cont’d.)
• The plan was a good plan
• Consultants are NOT always the best option
• Partnerships work
• “Champions” make a difference
• How do we leverage this success to better serve our community?
After the Victory• SAY “THANK YOU!” Attendance at
township/village/city meetings thanking them for their vote of confidence
• Say nothing negative
• Find new and innovative ways of serving the county
• Continue to remain fiscally responsible and accountable to the tax payers
• Planning to ensure that funds are used as indicated during the campaign
• Continue to update the community
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