Home Ownership Matters To People… To Communities… To Ontario Matthew Thornton & Natasha Lemire-Blair (April 18, 2011)
2011 Ontario Election <ul><li>Just 171 days away (October 6 th , 2011) </li></ul><ul><li>For OREA elections = Opportunity ...
Issue Based Campaigns <ul><li>Harmonized Sales Tax (HST) </li></ul><ul><li>Mandatory Home Energy Audits </li></ul>
OREA 2011 Election Campaign
Home Ownership Matters <ul><li>Campaign Goals: </li></ul><ul><li>Include home ownership friendly policies in platforms </l...
Home Ownership Matters <ul><li>Why Home Ownership Matters works: </li></ul><ul><li>Coherent, focused, testable message  </...
Home Ownership Matters Strategy <ul><li>OREA’s Strategy: </li></ul><ul><ul><li>Market Research </li></ul></ul><ul><ul><li>...
Market Research <ul><li>Ipsos Reid  </li></ul><ul><li>Measured attitudes of Ontarians towards home ownership </li></ul><ul...
Communication Plan <ul><li>Press release – April 20, 2011 </li></ul><ul><li>www.HomeOwnershipMatters.ca </li></ul><ul><li>...
Government Relations <ul><li>Issue Summaries to MPPs </li></ul><ul><li>Ipsos Reid research to MPPs </li></ul><ul><li>Discu...
MPP/REALTOR® Reception <ul><li>Home Ownership Matters buttons </li></ul><ul><li>Ambassadors </li></ul>
Road Map to REALTOR® Success
1. Communication Plan <ul><li>Issue template press release (available April 21) </li></ul><ul><li>Prepare spokesperson </l...
2. Run News Paper Ads <ul><li>Customizable </li></ul><ul><li>Simon Leung – OREA’s Marketing Department </li></ul><ul><li>A...
3. Meeting with Candidates <ul><li>Most candidates will be nominated by August </li></ul><ul><li>Introduce board to candid...
4. Candidate Survey <ul><li>Present survey at candidates meeting or send by mail </li></ul><ul><li>Download template from ...
5. Candidate Debate/Breakfast Meeting <ul><li>Discussed in detail in REALTOR   Guide to Elections </li></ul><ul><li>Greg ...
Conclusion <ul><li>The success of Home Ownership Matters depends on  YOU! </li></ul><ul><li>If boards do 3 out of 5 initia...
HomeOwnershipMatters.ca
 
Using the RSS Feed <ul><li>RSS allows you to receive all updates from the HomeOwnershipMatters.ca web site via your email....
 
 
 
 
 
 
 
Available on April 21, 2011
September 2011
Wed. April 20, 2011
As it happens after Wed. April 20, 2011
HomeOwnershipMatters.ca <ul><li>Mobile site is fully accessible from any mobile device (eg. iPhone, Blackberry, Android, e...
Questions
<ul><li>Campaign and Web Site Support: </li></ul><ul><ul><li>Matthew Thornton: 416.385.6624 or  [email_address] </li></ul>...
Thank you…
Announcements <ul><li>Delegate Reception  </li></ul><ul><ul><li>6:00-7:00pm  </li></ul></ul><ul><li>Delegate Dinner: </li>...
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Home Ownership Matters

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Natasha Lemire-Blair, Director, Commercial Relations, OREA.
Matthew Thornton, Manager, Government Relations, OREA.
Presentation on Home Ownership Matters to OREA's 2011 Campaign College (April 18, 2011).

Published in: News & Politics, Business
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Home Ownership Matters

  1. 1. Home Ownership Matters To People… To Communities… To Ontario Matthew Thornton & Natasha Lemire-Blair (April 18, 2011)
  2. 2. 2011 Ontario Election <ul><li>Just 171 days away (October 6 th , 2011) </li></ul><ul><li>For OREA elections = Opportunity </li></ul>
  3. 3. Issue Based Campaigns <ul><li>Harmonized Sales Tax (HST) </li></ul><ul><li>Mandatory Home Energy Audits </li></ul>
  4. 4. OREA 2011 Election Campaign
  5. 5. Home Ownership Matters <ul><li>Campaign Goals: </li></ul><ul><li>Include home ownership friendly policies in platforms </li></ul><ul><li>Strengthen support for home ownership at Queen’s Park after 2011 election </li></ul>
  6. 6. Home Ownership Matters <ul><li>Why Home Ownership Matters works: </li></ul><ul><li>Coherent, focused, testable message </li></ul><ul><li>Home ownership is politically attractive </li></ul><ul><li>Policies are easy to explain and provide obvious benefits </li></ul>
  7. 7. Home Ownership Matters Strategy <ul><li>OREA’s Strategy: </li></ul><ul><ul><li>Market Research </li></ul></ul><ul><ul><li>Communications </li></ul></ul><ul><ul><li>Government Relations </li></ul></ul><ul><ul><li>Social Media </li></ul></ul><ul><ul><li>Member board involvement </li></ul></ul>
  8. 8. Market Research <ul><li>Ipsos Reid </li></ul><ul><li>Measured attitudes of Ontarians towards home ownership </li></ul><ul><li>Results will be used to support strategic initiatives </li></ul>
  9. 9. Communication Plan <ul><li>Press release – April 20, 2011 </li></ul><ul><li>www.HomeOwnershipMatters.ca </li></ul><ul><li>Social media #homeownershipmatters </li></ul><ul><li>Online banner advertising: </li></ul>
  10. 10. Government Relations <ul><li>Issue Summaries to MPPs </li></ul><ul><li>Ipsos Reid research to MPPs </li></ul><ul><li>Discuss issues with Liberal, PC and NDP staff </li></ul>
  11. 11. MPP/REALTOR® Reception <ul><li>Home Ownership Matters buttons </li></ul><ul><li>Ambassadors </li></ul>
  12. 12. Road Map to REALTOR® Success
  13. 13. 1. Communication Plan <ul><li>Issue template press release (available April 21) </li></ul><ul><li>Prepare spokesperson </li></ul><ul><li>Issue opinion editorials monthly </li></ul>
  14. 14. 2. Run News Paper Ads <ul><li>Customizable </li></ul><ul><li>Simon Leung – OREA’s Marketing Department </li></ul><ul><li>August to September or July to September if budget allows </li></ul>
  15. 15. 3. Meeting with Candidates <ul><li>Most candidates will be nominated by August </li></ul><ul><li>Introduce board to candidates </li></ul><ul><li>Present policy proposals </li></ul><ul><ul><li>Increase LTT rebate </li></ul></ul><ul><ul><li>Permanent Ontario Home Renovation Rebate </li></ul></ul><ul><ul><li>Reintroduce Home Energy Efficiency Retrofit Rebates </li></ul></ul>
  16. 16. 4. Candidate Survey <ul><li>Present survey at candidates meeting or send by mail </li></ul><ul><li>Download template from website </li></ul><ul><li>Inform candidates what you plan to do with survey results </li></ul>
  17. 17. 5. Candidate Debate/Breakfast Meeting <ul><li>Discussed in detail in REALTOR  Guide to Elections </li></ul><ul><li>Greg Owen, President of Pathfinder Strategic Counsel </li></ul><ul><li>Media and candidate attention to the Home Ownership Matters campaign and issues </li></ul>
  18. 18. Conclusion <ul><li>The success of Home Ownership Matters depends on YOU! </li></ul><ul><li>If boards do 3 out of 5 initiatives our campaign will make a difference... </li></ul>
  19. 19. HomeOwnershipMatters.ca
  20. 21. Using the RSS Feed <ul><li>RSS allows you to receive all updates from the HomeOwnershipMatters.ca web site via your email. </li></ul><ul><li>It is a simple two-click process, click on the orange icon, select subscribe using your email program: </li></ul><ul><li>Then click on subscribe now and you are done! </li></ul>
  21. 29. Available on April 21, 2011
  22. 30. September 2011
  23. 31. Wed. April 20, 2011
  24. 32. As it happens after Wed. April 20, 2011
  25. 33. HomeOwnershipMatters.ca <ul><li>Mobile site is fully accessible from any mobile device (eg. iPhone, Blackberry, Android, etc) </li></ul>
  26. 34. Questions
  27. 35. <ul><li>Campaign and Web Site Support: </li></ul><ul><ul><li>Matthew Thornton: 416.385.6624 or [email_address] </li></ul></ul><ul><ul><li>Natasha Lemire-Blair: 416.442.5452 or [email_address] </li></ul></ul><ul><li>Web Site Technical Contact: </li></ul><ul><ul><li>(EG. Assistance with banners, widgets, badges, etc) </li></ul></ul><ul><ul><li>Georgia Sapounas, Community Manager </li></ul></ul><ul><ul><li>416.445.9910 ext. 224 or [email_address] </li></ul></ul>Help!
  28. 36. Thank you…
  29. 37. Announcements <ul><li>Delegate Reception </li></ul><ul><ul><li>6:00-7:00pm </li></ul></ul><ul><li>Delegate Dinner: </li></ul><ul><ul><li>7:00pm – 8:00pm </li></ul></ul><ul><li>Jamming with the Past President </li></ul><ul><ul><li>8:00pm onwards </li></ul></ul><ul><li>All events in Stop 33 </li></ul>

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