1. “SCRAMBLED EGGS & POLITICS” RULES OF THE ROAD Colorado Association of State Transit Agencies Faye Diamond RBI Strategies & Research faye@rbistrategies.com May 17, 2013

2. RBI STRATEGIES & RESEARCH www.rbistrategies.com 303-832-2444 Founded in 1985, based in Denver, Colorado Among the Nation’s Top Political Consulting Firms Work in US Western States with a focus on Colorado International work in 22 countries Political campaign management and consulting Candidates, Committees, Initiatives, Referenda Advocacy campaign management and consulting Issue management Grass tops and grassroots organizing Paid and earned media Research Qualitative and Quantitative Vote behavior analysis Creative Services Print, TV/Radio, Direct mail Telephone Town Halls

3. MESSAGE DEVELOPMENT  Regardless of the technology or outreach, you need a compelling message.  Show the voter that you’re providing something they want.

4.  Company provided numerous services and options  Selling point to potential customers  Focus groups and polling revealed:  For voters, competition outweighed service options RULE #1 - RESEARCH MATTERS Telecommunication franchise election: The Right Message – Won all three franchise elections with over 75% support

5. RULE #2 – IT’S NOT ABOUT TAXES IT’S ABOUT OPPORTUNITIES Vail Valley – Sales tax on the bus system Provided inexpensive transportation for workers, increased accessibility across Vail Valley, facilitated transportation for tourists, and included bike trails Positioned the issue as a source of job creation, not as an increase in sales tax

6. RULE #3 – IT’S ABOUT VALUES Know the importance of cultural values Messaging emphasized Japanese American cultural values, linking the construction of the transit system with quality of life issues  Building a new rail transit system  Faster, more efficient commu tes  Japanese American voters more supportive of project  Their focus on family Honolulu Transportation Project

7.  Los Angeles Olympics  Organizers concerned about people close to Olympic venues  Research showed they were not unhappy  Honolulu  Those with the longest commutes were most supportive  Sydney, Australia  More stops along the way are better  10 stops/10 miles  10 stops/30 miles RULE #4 – IT’S ABOUT ACCESS More Accessibility - More Use

8. RULE #5 – GIVE THEM SOMETHING THEY UNDERSTAND  Colorado I-70 monorail derailed by Walt Disney and TomorrowLand  A lack of understanding  No frame of reference Frame of Reference

9. RULE #6 – POLITICS IS PERSONAL It’s about the personal investment people have in what you’re proposing  2004 - Regional Transit Authority – El Paso County Components of the RTA  Synchronizing traffic lights  Safety concerns at high traffic intersections

10. CONCLUSION Political activities are about people’s dreams Messaging must resonate with them personally Not pie in the sky, but practical expectations of what can be

11. www.rbistrategies.com 303-832-2444 RBI STRATEGIES & RESEARCH Presentation to the Colorado Association of State Transit Agencies Faye Diamond faye@rbistrategies.com May 17, 2013