using data to craft your communication campaign
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Using Data to Craft Your Communication Campaign. Muskingum Valley Educational Service Center. Columbus Dispatch. Cincinnati Post. Number of Levies Put On The Ballot by District Since 1994. Levy Home Run Hitters. What’s The Formula?. - PowerPoint PPT PresentationTRANSCRIPT
Using Data to Craft Your Communication CampaignUsing Data to Craft Your Communication Campaign
Muskingum Valley Educational Service Center
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Columbus DispatchColumbus Dispatch
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Cincinnati PostCincinnati Post
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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
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Number of Levies Put On The Ballot by DistrictSince 1994
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Levy Home Run Hitters
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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.
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Research-Based PracticesResearch-Based Practices
Market ResearchVoter IdentificationGOTV - Get Out The Vote
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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.
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Voter IdentificationVoter Identification
Merge voter file with parent file.Analyze voter characteristics and
voting trends.Conduct post-election analyses.
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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
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Voter SegmentationVoter Segmentation
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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
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Face-to-Face Walking ListFace-to-Face Walking List
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Linda & Norman Mail MessageLinda & Norman Mail Message
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Michelle Mail MessageMichelle Mail Message
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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.
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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. [email protected]
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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.
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ReferencesReferences
Westlake Citizens Advisory Committee (April, 2006). A benchmark study of levy issues, players, and trends in Ohio. www.westlake.cac.com