Golden Arrow Awards | Challenge Statements

Communications Campaign
New Bathport, LLC

Objective:

  • To win voter support for a proposed waterfront condominium development in Bath, Maine.

Situation Analysis:

The principals of New Bathport wished to tear down their existing building on the Kennebec Riverfront in downtown Bath, and replace it with an upscale condominium project.

The principals worked diligently with city planners and the city council for more than two years, making numerous modifications to the design. Design changes requested by city planners ultimately resulted in buildings that, in order to be profitable, would need to be taller than zoning in that area permitted. So in exchange for permission to build, the owners entered into a contract zoning agreement, pledging more than $600,000 in beautification, public access and other improvements to the surrounding area.

The project was approved. But in early summer of 2006, a small group of area residents executed a successful petition drive to force the question of the contract zoning agreement onto the November ballot.

The principals established a group of local residents to assist them, but needed help to create and manage both the campaign and the team. In July of 2006, Reputation Strategies was called in.

Methods/Strategy/Tactics:

  • Voter opinion research, pre-campaign: Perhaps the biggest challenge of the campaign was convincing the client to pay for the research, which ultimately proved invaluable. To their shock, the research showed only 31% in favor of the project, with the balance opposed, undecided or unaware. The research also gave key insights into the motivations of the undecided and opposed.
  • Organization of team: Strict protocols and formats for team meetings were established.
  • Creation of “street teams”: ward-by-ward outreach by coordinated volunteers. This required identification of ward bosses, creation of a manual, training of volunteers, and creation of a tracking system. A copy of the manual is included in this application.
  • Newsletter creation: Two newsletters were created and mailed to all postal addresses in the town. Copies are included in this application.
  • Website creation: A website that explained the project and which could respond to questions and post news releases and position papers was created. Please refer to “website”, enclosed.
  • Media Relations Campaign: Several press releases were created during the campaign, including one parrying opposition charges that the principals were lying about the favorable tax impact of the project. The release quoted heavily from a state official who was expert in school funding. The single most important item, however, was not for publication; it was a private letter to the editor, calling into question some of the tactics of opponents. That letter was clearly reflected in the Times Record editorial endorsing the project and urging passage. Copies of releases, letter and editorial urging passage are included.
  • Newspaper advertising: Several ads were placed that featured endorsements by numerous prominent citizens. Sample is included.
  • Guest Editorial and Letter to the Editor campaigns: Guest op/eds were ghostwritten for the principals and placed in the Brunswick Times Record and the Coastal Journal. A comprehensive Letters to the Editor campaign was executed. Rather than use the standard cut-and-paste system many such campaigns use, New Bathport supporters’ letters were mapped out ahead of time and edited for clarity and length prior to submission. Letters were also ghosted for supporters who didn’t feel capable of writing them. Approximately 50% of the letters submitted were printed; letters in support of the project ran approximately 50-50 with opponent letters up until two weeks prior to the vote. The final Times Record letters page prior to the vote showed support for the project greatly outweighing opponents. Samples of letters are included.
  • Television advertising: utilizing messaging and demographic insights from the research, two TV ads were cut to air on local cable in the ten days prior to the vote. A DVD of the ads is included.

Results:

In this type of campaign, only one result matters. New Bathport won by 17 points (58.5% to 41.5%). Total campaign cost was approximately $30,000, with $20,000 for consultancy, including research, and $10,000 for printing, postage, media and expenses.