The document outlines strategies for successful transit referendums based on a review of past campaigns from 2009 to 2014, highlighting key findings and best practices. Key elements to success include building coalitions, selecting appropriate campaign leaders, choosing the right timing, and clearly framing the referendum 'ask.' The analysis emphasizes the importance of community benefits and effective communication throughout the campaign process.

1. Anatomy of A Campaign -
Strategies for Successful Transit
Referendums
Taiwo Jaiyeoba,
Transit Principal – HDR, Inc.

2.  Reviewed Past Referendums
(2009 to 2014)
 Agency Interviews
 Key Findings
 In Conclusion
Presentation Agenda

3. Past Referendums

4. 2009 to 2014 Referendum States
Statistics:
• 33 States (incl. Alaska)
• 207 Measures (149 wins)
• 72% win rate

5. 2009 to 2014
Review of Past Referendums
Year States Measures* Win Loss Win %
2009 7 11 8 3 73%
2010 19 49 36 13 73%
2011 6 26 20 6 77%
2012 17 56 43 13 77%
2013 8 13 9 4 69%
2014 18 52 33 19 63%
*Does not include uncounted measures.

6. Agency Interviews

7.  Interviewed agencies
o 16 CEOs/Board Members
o Identify Lessons Learned
o Gain Practical Advice
o Develop Reference Guide and Tools
 Agency Interviews
o Geographic Spread of the
Referendums
o Geographic Locations of the
Communities
o Political Leanings of the Communities
o Types of Referendums
o Sizes of the Agencies
Interviews

8. Transit Referendum Outcomes
Win
Loss

9. Key Study Findings

10. KEYS TO SUCCESSFUL TRANSIT REFERENDUM
 BUILD COALITIONS
 SELECT THE “RIGHT FACE” OFTHE CAMPAIGN
 CHOOSETHE RIGHTTIME
 CORRECTLY AND CLEARLY FRAMETHE “ASK”

11.  Define “what is in it for me?”
 Broad outreach
oMinority and community
organizations
 Clear Communication
oWork Shops
oOnline Surveys
oFeedback
BUILD
COALITIONS

12.  The role of the executive: Education
 The role of the champions: Advocacy
 Trusted local leader(s)/or group
 Sets the tone for the campaign
 Consistent messaging
THE RIGHT FACE
OF THE CAMPAIGN
“After the Strategic plans were in place, the Mayor came out favorably” –
Michael Tree, General Manager (Missoula Urban Transportation District)

13.  State of the Economy
 Local vs. General Election Year
 Consider what is already on the ballot
 Preparing and Planning
 Realistic Expectations (Board & Agency Leadership)
 Public Readiness
CHOOSE
THE RIGHT TIME

14.  Benefits to the community
o Frequent service
o Improve facilities and equipment
o Service Expansion
 Consequences
o Service cuts
o No expansion
o No Equipment Replacement
o Loss of Employment
 Legal Requirements
FRAME THE ASK
CORRECTLY
 Making the case for referendum
o Tell a positive story
• How the community will benefit
• Key Agency Awards
 Clear Understanding
o Ballot wording
o Where is the money going?

15. Build Coalitions Identify Champions Right Timing Clearly Frame The “Ask”
FLOW CHARTS FOR KEY FINDINGS

16. In Conclusion

17. THIS should be
YOUR story: We Won!
We Built
Strong
Coalitions!
We
Chose
the Right
Time!
We
Framed
the Ask
Clearly!
We
Selected
the Right
Face!

18. Anatomy of A Campaign -
Strategies for Successful Transit
Referendums
Taiwo Jaiyeoba,
Transit Principal – HDR, Inc.