2010 – Election Year

Opportunities and threats

Shannon Walker, Senior Client Manager, EMC

About EMC

• Full service communications, research and advertising company

• Offices in Melbourne, Sydney and Brisbane

• Issues and social change campaign specialists

• Industrial relations, health, justice, Indigenous affairs, education, superannuation and the environment

About EMC

Our service offer includes:

• Strategic Communications Planning

• Market and Social Research

• Public Relations and Media Management

• Crisis and Issues Management and Reputation Protection

• Advertising

• Digital Campaigns including web site development, video production and management of web 2.0 strategies

EMC’s Clients

• Kimberley Land Council• Murrindindi Shire Council• Australian Council of Trade Unions• Australian Football League• Australian Medical Association• The Wilderness Society• Maurice Blackburn Lawyers• Queensland Council of Unions• Victorian Department of Health• National Australia Bank• Unions NSW

Elections in 2010

There are four significant elections in Australia in 2010:

» Tasmania (March 20)

» South Australia (March 20)

» Federal (probably September)

» Victoria (November 27)

Victorian Election

Research results: First preference if an election was held today

Party Percentage of vote

Labor 36%Liberal 34%Greens 10 %Family First 2%National 2%Democrats 1%Family First 2%Independent/Other 4%Don’t Know 11%

How is the Government going?

TotalGOOD

TotalBAD

Very good

Good Average Poor Very poor

Don’t know

Health 24% 40% 4% 20% 32% 24% 16% 5%

Education 34% 25% 6% 28% 36% 17% 8% 6%

Public transport

16% 55% 3% 13% 25% 26% 29% 5%

Police/public safety

25% 37% 4% 21% 33% 22% 15% 5%

Water 29% 36% 6% 23% 30% 19% 17% 5%

Utilities 36% 23% 7% 29% 37% 15% 8% 5%

What issues are most important?

Very Important Important Not very

importantNot at all important Don't know

Health services and hospitals 71% 24% 2% <1% 3%

Water supply 62% 30% 4% 1% 3%Policing and public safety 57% 33% 5% 1% 3%Education and schools 55% 35% 5% 1% 4%Economic management 54% 38% 4% 0% 4%Public transport 53% 34% 7% 2% 4%Gas and electricity supply 44% 41% 10% 1% 4%Roads and traffic 43% 45% 6% 2% 4%The environment 40% 43% 10% 3% 4%

Planning 34% 48% 13% 1% 4%

Which Party is best at managing?

Labor Liberal No Difference Don't Know

Health services and hospitals 28% 24% 33% 16%Education and schools 32% 25% 29% 15%Policing and public safety 20% 29% 36% 15%Economic management 23% 35% 25% 16%

Water supply 24% 26% 34% 16%Gas and electricity supply 19% 21% 43% 17%

Planning 19% 25% 38% 17%

Public transport 20% 26% 36% 18%

The environment 32% 22% 31% 15%

Roads and traffic 19% 26% 38% 17%

What does this mean?

Our polling suggests that despite these issues, the Government will be re-elected, although we believe they may lose a few seats.

The problem for the Liberals is two-fold:

1.Most of the issues the ALP is vulnerable on are left-wing issues

1.The Liberals are perceived of as incapable of governing and cannot get past that perception.

Campaigning in an election year

There are positives and negatives in campaigning during an election year:Positives:• People (voters) are more interested in political / policy

issues• Political parties respond to issues that are raised in a

much more timely fashion• It is possible to define the political agenda through

advertising / media and force political parties to respond.

Negatives:• It can be difficult to cut through all the other issues

other groups are raising.

Setting the agenda

It is vital in an election year to set the agenda – force political parties to respond to your issues.

» Australian Education Union – School Facilities (2006 State Election)• Audited every state school in Victoria• Invited local press to audit tours (1st local media story)• Released outcome of audit to local media (2nd story)• Presented audit data to local MP (3rd story)• Aggregated Victorian-wide data for HS and Age articles• Ran positive TV ads during this time.

RESULT: • Set the political agenda (parents raising concerns on their own)• Put pressure on backbenchers (who pressure Minister on our behalf)• Forced both ALP and Liberals to talk about education during an election year (a positive for the ALP)•$1.9 Billion investment in school infrastructure.

Your campaign

» What are your goals? » What is the problem you are providing the solution

to?» Which of these goals will the public support you on?

(AEU Class Sizes)» Who are your allies?» Enemies?» What information do you require to prosecute the

campaign? A good story is: Statistical data + Case study + Expert commentary (Australians for Affordable Housing)

» How do you put pressure on politicians and force them to respond to your issues?

Your task

Divide into three groups:» Group 1: A local campaign» Group 2: A regional campaign» Group 3: A local government sector-wide campaign

Develop a Communications Strategy:1. Who are you trying to influence?2. Who are your target audiences?3. What information do you need to prosecute your campaign?4. One tactic that will put pressure on the political parties?5. Your slogan / bumper sticker?

Essential Media Communications

Shannon Walker, Senior Client ManagerEssential Media Communications15-31 Pelham Street, Carlton, VIC 3053Web: www.essentialmedia.com.au

Ph: (03) 9929 9999Email: shannon@essentialmedia.com.au