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Anatomy of A Campaign -
Strategies for Successful Transit Referendums
Taiwo Jaiyeoba,
Transit Principal – HDR, Inc.
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Reviewed Past Referendums
(2009 to 2014)
Agency Interviews
Key Findings
In Conclusion
Presentation Agenda
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Past Referendums
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2009 to 2014 Referendum States
Statistics:
• 33 States (incl. Alaska)
• 207 Measures (149 wins)
• 72% win rate
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2009 to 2014
Review of Past Referendums
Year States Measures* Win Loss Win %
2009 7 11 8 3 73%
2010 19 49 36 13 73%
2011 6 26 20 6 77%
2012 17 56 43 13 77%
2013 8 13 9 4 69%
2014 18 52 33 19 63%
*Does not include uncounted measures.
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Agency Interviews
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Interviewed agencies
o 16 CEOs/Board Members
o Identify Lessons Learned
o Gain Practical Advice
o Develop Reference Guide and Tools
Agency Interviews
o Geographic Spread of the
Referendums
o Geographic Locations of the
Communities
o Political Leanings of the Communities
o Types of Referendums
o Sizes of the Agencies
Interviews
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Transit Referendum Outcomes
Win
Loss
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Key Study Findings
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KEYS TO SUCCESSFUL TRANSIT REFERENDUM
BUILD COALITIONS
SELECT THE “RIGHT FACE” OF THE CAMPAIGN
CHOOSE THE RIGHT TIME
CORRECTLY AND CLEARLY FRAME THE “ASK”
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Define “what is in it for me?”
Broad outreach
oMinority and community
organizations
Clear Communication
oWork Shops
oOnline Surveys
oFeedback
BUILD COALITIONS
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The role of the executive: Education
The role of the champions: Advocacy
Trusted local leader(s)/or group
Sets the tone for the campaign
Consistent messaging
THE RIGHT FACE OF THE CAMPAIGN
“After the Strategic plans were in place, the Mayor came out favorably” –
Michael Tree, General Manager (Missoula Urban Transportation District)
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State of the Economy
Local vs. General Election Year
Consider what is already on the ballot
Preparing and Planning
Realistic Expectations (Board & Agency Leadership)
Public Readiness
CHOOSE THE RIGHT TIME
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Benefits to the community
o Frequent service
o Improve facilities and equipment
o Service Expansion
Consequences
o Service cuts
o No expansion
o No Equipment Replacement
o Loss of Employment
Legal Requirements
FRAME THE ASK CORRECTLY
Making the case for referendum
o Tell a positive story
• How the community will benefit
• Key Agency Awards
Clear Understanding
o Ballot wording
o Where is the money going?
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Build Coalitions Identify Champions Right Timing Clearly Frame The “Ask”
FLOW CHARTS FOR KEY FINDINGS
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In Conclusion
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THIS should be YOUR story: We Won!
We Built
Strong
Coalitions! We
Chose
the Right
Time!
We
Framed
the Ask
Clearly!
We
Selected
the Right
Face!
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Anatomy of A Campaign -
Strategies for Successful Transit Referendums
Taiwo Jaiyeoba,
Transit Principal – HDR, Inc.