Measure A: The 75 Words • To preserve quality of life and maintain open space, parks, and farmland, with funds that cannot be taken by the State, shall Marin County: • Protect streams, baylands, natural areas, and wildlife habitat;3. • Manage vegetation to preserve biodiversity and reduce wildﬁre risk; • Repair and replace deteriorating park facilities; and • Maintain and enhance walking, hiking, biking, and equestrian trails; • by enacting a one-quarter cent sales tax, with a citizens oversight committee, annual audits, with all funds spent only in Marin County.
DETAILED EXPENDITURE PLAN • Measure A will generate $10 million annually for nine years. • Public Process: Parks convened a series of public meetings to establish how these4. funds would be allocated
Detailed expenditure plan • 65%- restore natural resources, maintain county parks and open space preserves, restore and improve public access, and protect natural lands5. • 20% - save family farms and ranches through the purchase of agricultural conservation easements in voluntary transactions with landowners • 15% - cities, towns and special districts in Marin to manage their parks, nature preserves, recreation programs, and vegetation to reduce wildfire risk.
Measure A • On August 7, 2012, the Marin County Board of Supervisors unanimously placed Measure A on the November ballot.6. • On November 6, 2012, Measure A Passed with 74.4% of the vote!!!
Measure A: Lessons Learned • Be Ready • Poll it! • Get out the message • Clearly define roles8. • Remember the ground game
BE READY • Clarify your identity. • Identify everyone/organization who will care about it.9. • Engage potential detractors first & LISTEN to them- adjust as necessary. • Engage all “friends”. • Resolve conflicts before you move forward.
POLL IT! • Hire a reliable consultant. • Be as scientific & as large as possible.10. • Use results to guide decisions and messages.
Get out the message • Be receivers, not just transmitters. • Create concise poll-informed message11. • Create a communications plan- don’t forget the online outlets. • Produce compelling materials. • Use social media. • Encourage organizations and elected officials to communicate through their channels.
Clearly Define roles • Separate the campaign and the public information effort. • Set the Campaign/Executive/Fundraising committee and roles early.13.
Remember the ground game • Speak to groups of “opinion leaders”. • Create and train ambassadors.14. • Have an excellent (public relations) summer. • “Table” at grocery stores, events, anywhere the public gathers. • Phone bank. • Use yard signs.
CONTACT ME FOR MORE… • Linda Dahl, Director and General Manager, Marin County Parks • Email: email@example.com