using data to craft your communication campaign

Using Data to Craft Your Communication CampaignUsing Data to Craft Your Communication Campaign

Muskingum Valley Educational Service Center

2

Columbus DispatchColumbus Dispatch

3

Cincinnati PostCincinnati Post

4

5

Comparison of Number of Levy Campaigns To Levy Success

0%

10%

20%

30%

40%

50%

60%

70%

80%

0

100

200

300

400

500

600

700

Pass 52.09% 55.86% 52.18% 53.86% 57.72% 62.42% 69.06% 62.21% 59.68% 52.16% 45.07% 51.50%

Levy Campaigns 551 469 458 427 395 447 446 344 372 439 619 534

1994 1995 1996 1997 1998 1999 2000 2001 2002 2003 2004 2005

6

Number of Levies Put On The Ballot by DistrictSince 1994

7

8

Levy Home Run Hitters

9

What’s The Formula?What’s The Formula?

No certain formula for levy success, but winning campaigns use research-based practices to greater extent and more effectively than unsuccessful ones.

10

Research-Based PracticesResearch-Based Practices

Market ResearchVoter IdentificationGOTV - Get Out The Vote

11

Market ResearchMarket Research

Study demographics and census data. Conduct community survey every 3 years

to determine what the public values and wants from its schools, whether a levy campaign is looming or not.

Use focus groups and informal meetings. Conduct a 12-15 minute telephone

interview with likely voters 3-6 months before an election.

12

Voter IdentificationVoter Identification

Merge voter file with parent file.Analyze voter characteristics and

voting trends.Conduct post-election analyses.

13

14

15

16

17

18

Get Out The VoteGet Out The Vote

Establish a personal connection between voters and electoral process

Tailor strategies to age, gender, economic, race, parent, and residence considerations

Identify unregistered parents and encourage voter registration

Face-to-face canvassing Leafleting – door hangers Direct mail Telephone calls and emails

19

Voter SegmentationVoter Segmentation

20

Likely To Vote Parent NonParent

Not Registered Registration Pitch LSDL

Never Vote Create Urgency LSDL

Low Create Urgency LSDL

Moderate Reinforce Urgency

Tailor To Demographics

High Reinforce Urgency

Tailor To Demographics

On MessageOn Message

21

Face-to-Face Walking ListFace-to-Face Walking List

22

Linda & Norman Mail MessageLinda & Norman Mail Message

23

Michelle Mail MessageMichelle Mail Message

24

ConclusionConclusion

Use data. Coordinate and tailor communication to

various citizen groups. Maintain grass roots efforts during “off

year” campaigns. Promote trust, transparency, and good

stewardship.

25

ReferencesReferences

Ehrenberg, R. G., Ehrenberg, R. A., Smith, C. L., & Zhang, L. (2004). Why do school district budget referenda fail? Educational Evaluation and Policy Analysis. (26). 111-126.

Glimpse, W. (2006). School district demographics and analysis consultant. 703-721-0826. wglimpse@proximityone.com

26

ReferencesReferences

Lifto, D. E. (December 2004). School finance elections: Hip-hop to victory with GOTV strategies. School Business Affairs. 21-23.

Lifto, D. E., & Senden, J. B. (2004). School finance elections: A comprehensive planning model for success. Scarecrow Press:Lanham,MD.

Lifto, D. E., & Senden, J. B. (April 2005). The case of precinct 5. American School Board Journal. 64-66.

27

ReferencesReferences

Westlake Citizens Advisory Committee (April, 2006). A benchmark study of levy issues, players, and trends in Ohio. www.westlake.cac.com