Tom Gjerde: Persuading Voters

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Tom Gjerde: Persuading Voters

  1. 1. PERSUADINGVOTERS
  2. 2. THE CHALLENGE THE SOLUTION THE RESULTS ABOUT TOMThe Challenge: Persuade voters in Rancho Cordova toraise property taxes and approve $49 million in schoolimprovement bonds.
  3. 3. THE CHALLENGE THE SOLUTION THE RESULTS ABOUT TOM So Tom Gjerde crafted a marketing plan to address key concerns and asked voters to help local schools.
  4. 4. THE CHALLENGE THE SOLUTION THE RESULTS ABOUT TOMFeaturing localresidents, explainingin simple terms thebenefits of passingMeasure B.
  5. 5. THE CHALLENGE THE SOLUTION THE RESULTS ABOUT TOM And explained how the money would be spent on improving schools, not administrative overhead.
  6. 6. THE CHALLENGE THE SOLUTION THE RESULTS ABOUT TOMAnd repeatedthese ideas againand again.
  7. 7. THE CHALLENGE THE SOLUTION THE RESULTS ABOUT TOMAnd asked votersto “remember ourkids and schools”on election day.
  8. 8. THE CHALLENGE THE SOLUTION THE RESULTS ABOUT TOM The Result: 73% of Rancho Cordova voters approved Measure B.
  9. 9. THE CHALLENGE THE SOLUTION THE RESULTS ABOUT TOM ...A few months later, Tom was presented with anotherchallenge: persuade voters in Natomas to raise taxes and approve $45 million in school improvement bonds.
  10. 10. THE CHALLENGE THE SOLUTION THE RESULTS ABOUT TOMSo Tom developedan almost identicalmarketingcampaign, makingthe same simplepoints with voters.
  11. 11. THE CHALLENGE THE SOLUTION THE RESULTS ABOUT TOM The Result: 73% of Natomas voters approved Measure M.
  12. 12. THE CHALLENGE THE SOLUTION THE RESULTS ABOUT TOMTom Gjerde is now a StaffServices Manager I atCalifornia CorrectionalHealth Care Services,where he is responsible forrecruiting all executives,clinicians and support stafffor the 12,000+ organization.
  13. 13. TOM GJERDE Problem Solved.

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