1. Effective Communications and Innovative Media Brian Rasmussen R&R Partners June 21, 2011

2. Identify key audiences and talk directly to them. A A Legacy of Winning

3. Successful Campaign Strategies Attend a CFTE Conference or Workshop Identify the Key Issues Hire Professional Campaign Management Begin Fundraising Mobilize at the Grassroots Level Develop a GOTV Strategy Implement Elements of Successful Messaging Successful Campaign Strategies

4. Attend a CFTE Conference or Workshop Identify the Key Issues Hire Professional Campaign Management Begin Fundraising Mobilize at the Grassroots Level Develop a GOTV Strategy Implement Elements of Successful Messaging Successful Campaign Strategies

5. Attend a CFTE Conference or Workshop Identify the Key Issues Hire Professional Campaign Management Begin Fundraising Mobilize at the Grassroots Level Develop a GOTV Strategy Implement Elements of Successful Messaging Successful Campaign Strategies

6. Attend a CFTE Conference or Workshop Identify the Key Issues Hire Professional Campaign Management Begin Fundraising Mobilize at the Grassroots Level Develop a GOTV Strategy Implement Elements of Successful Messaging Successful Campaign Strategies

7. The Elements of Successful Messaging 8

8. Return on Investment 1

9. We must communicate the answer to the citizens’ question: “What’s in it for me?”

10. Identify key audiences and talk directly to them. A

11. A Long Term Vision 2

12. We must educate the public and help them understand the big picture: “What is the plan?”

13. Identify key audiences and talk directly to them. A

17. An Attitude of Accountability 3

18. We have to help the taxpayer answer the question: “Can I trust you to use my taxes wisely?”

19. Identify key audiences and talk directly to them. A

20. Segment the Market 4

21. Identify key audiences and talk directly with them.

22. The African American Community in Charlotte

23. Cardinals Fans in St. Louis

24. Neuter the Opposition 5

25. Use respected leaders to deliver the truth about public transportation and neutralize the opposition.

28. Gutsy Leadership 6

29. We need “Champions” to step up and deliver our message.

32. Chancellor Mark Wrighton, Washington University

34. Don’t Forget Viral Marketing and Social Media 7

35. The Valley Metro “Notes” Viral Campaign in Phoenix

37. Identify key audiences and talk directly to them. A A Legacy of Winning

39. Results: Victory By 63% to 37%

40. Get on Message and Stay on Message 8

41. Actually this is Priority #1

42. Identify key audiences and talk directly to them. M

44. A

45. Thank you

47. “Our coalition of supporters made for strange bedfellows. We had the business community, elected officials, bus operator unions, even environmentalists all preaching our simple, consistent message. Even when our opponents tried several different attacks, we all stayed on message.” Natalie English, Charlotte Chamber

48. “What happens here, stays here.”

51. Thank you!

52. For more information contact: Brian Rasmussen brian.rasmussen@rrpartners.com