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Campaign 2009:An Organizational Victory
NALPSE
November 19, 2009By, Ginger Gold Schnitzer
NJEA Director of Government Relations
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Electile Dysfunction (E.D.)
• Electile Dysfunction is the inability to become aroused over any of the choices for Governor in your state this year.
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Early Symptoms
No “love for the Gov.”
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Governor Jon Corzine
• $3 billion into public pensions
• More than all Governors COMBINED over the last 15 years!
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Governor Jon Corzine
• Increased school funding by $1.8 billion
• $3.9 billion to build schools
• Expanded quality Pre-K programs
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A few other things about Jon Corzine
• Opposes vouchers
• Signed law giving us premium free post-retirement medical benefits for life
• Established SEHBP
• Signed paid family leave law
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It was not obvious to our members that Corzine should be re-elected
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In August, NJEA members preferred Corzine to Christie by only 5 points
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Challenger Chris Christie
• Refused to seek NJEA’s endorsement
• Promised to eliminate pensions and benefits for all part-time employees
• Would replace defined benefit pension plans with 401k style plans
• Said collective bargaining was unnecessary.
• Said he would have refused $ 2 billion in education funding from Federal stimulus bill.
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A few more things about Chris Christie
• Would cut every revenue stream that funds education.
• On school funding: “we are paying caviar prices for failure.”
• Called pre-school government funded “babysitting.”
• Supports private school vouchers, merit pay, and unbridled expansion of charter schools.
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Viva Viagra
• The first dose: a robust member to member campaign
• The second dose: an independent communications campaign to inoculate the public.
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The Member to MemberCampaign Plan
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This NJEA campaign was different from past campaigns
• It was made an organizational imperative
• Data driven
• Made a serious attempt at face-to-face contact with members in every local.
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Data driven messaging
• An August member poll determined that our primary messaging should revolve around six key issues
– Pensions
– Health benefits
– Collective bargaining
– Pre-school
– School funding
– Vouchers
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Data driven organzing
• Paid for live ID calls to entire membership
– Contacted 104,619 members
– Discovered 2,800 member volunteers
• Provided info on where to start delivering the message
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Field Operations: County Core Teams
• Comprised of staff and governance from each county
• Allows each county, within set parameters, to develop an action plan for their region.
• Plan activities like phone banks, voter registration, events to promote endorsed candidates, volunteer recruitment and assignment, VBM etc.
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Field Operations: UniServ Staff
• Each field office given full membership lists for each school building with data about voter preferences from paid ID call.
• Organized building visits to persuade members to vote for Corzine
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Field Operations: NJEA Headquarters Staff
• Opened a full time campaign office in a conference room.
• Open from 8 am – 8 pm for staff to phone bank, enter data, get training, and learn of other volunteer opportunities.
• Staff assisted field operations around the state by doing VBM chase calls, voter ID calls, scheduling of volunteers, and data entry.
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Field Operations: using data to create accountability
• Data about voter preferences gathered from phone banks, building visits, and other events was entered into a software program developed by NJEA’s IS team.
• A campaign stats report was sent to all staff, Exec Comm, and County Presidents every Friday.
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Maintaining staff and governance interest and enthusiasm
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3
The Research Led To An Aggressive NJEA Direct Mail Program
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Using statistical models brought focus to direct mail and GOTV programs
• Persuasion modeling– allowed us to send more waves of mail to the members who most needed it. Maximized budget.
• GOTV modeling— used to create mail universe for final mail piece and generate meaningful phone bank lists in final days of campaign.
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Results….
Please, please, please, Oh pretty please….
Don’t ask me to explain any of the next slides.
The pollster sent them and I am SOOOOO graphically challenged.
But they sure look pretty….
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44%
50%
35%
62%
28% 28%
0%
20%
40%
60%
80%
100%
In May, NJEA Members Were Decidedly Unfavorable Towards The Governor, Who Was Well Below 50% Against Christie
CorzineFavorability
Fav Unfav
CorzineJob Ratings
-6 -27
Pos Neg
ChristieFavorability
43%
34%
24%
0%
20%
40%
60%
80%
100%
+0
Fav Unfav
Gubernatorial Vote
+9
ChristieCorzine Undec
May 2009
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57%
39%
44%
37%
56%
50%
15%
40%
65%
May '09 Aug '09 Oct '09
After IDs, Micro-Targeting, Mail and Member-to-Member Communications, A Majority Of NJEA Members Were With Corzine
Feelings About Corzine And Christie Were On Diametrically Opposite Tracks
CorzineFavorability
ChristieFavorability
28%31%
25%
28%
36%
57%
15%
40%
65%
May '09 Aug '09 Oct '09
43%40%
56%
34%35%
21%15%
40%
65%
May '09 Aug '09 Oct '09
GubernatorialVote
-6 -17 = -5 -32 +9 +5 +35+20
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48%
47%45%
40%
30%
45%
60%
21 23 25 27 29
Modelled Undecided Score
Pct
Vo
ted
fo
r C
orz
ine
Our Post-Election Research Isolated The Impact Of NJEA Mail, And Showed An 8 Point Increase In The Likelihood To Vote Corzine
MailedNot Mailed
Mail Universe Cutoff: Undecided
Score > 25.00
} +8
Less Likely to Start Undecided More Likely to Start Undecided
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NJEA Issue Advocacy Campaign Highlights
• *As part of ongoing grassroots lobbying, NJEA developed a media plan to
– Raise awareness about the issue stances of both candidates / Lobby Chris Christie to change his position on certain issues / Lobby Gov. Corzine to continue to take the same positions on key issues – health care, early-childhood education, family leave
• BTW team decided on a target group of women under 45
– Polling showed concerned about our issues / more likely to be undecided / receptive to arguments for Corzine/ against Christie
The component pieces:
• Targeted cable / Plus a bit of broadcast TV / Plus Online strategies
– Layered with paid and unpaid communications online: Paid Facebook advertising.Bought small, self-serve display ads as well as larger, premium-priced flash-animated skyscraper ads / Hulu.com advertising. In-stream video of our 30-sec spot, along with companion banners ads and a “branded slate” / Social networking & other online presence. NJ Kids & Families fan page on Facebook, YouTube page, NJKidsandFamilies.org website
*NJEA Media campaign highlights provided by Will Robinson & New Media Firm
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Hulu slate & companion banner
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Hulu stats
• 978,861 ad impressions delivered overall
• 288,229 views of the 30-sec “Worry” spot. (Viewers must sit through the spot in order to see the rest of their Hulu programming).
• 4,818 clicks on all ad units, for a 0.49% click-through rate overall
• It seems clear that our ad content resonated with our target audience on Hulu, as the click-through rate for our 30-sec spot (0.98%) was significantly higher than the average for video ads on Hulu (0.65%-0.71%)
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Facebook fan page
• 632 fans
• 15,111 page views
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NJKidsandFamilies.org site
• 17,057 visitors during the two week period where we were pushing visitors to it with paid advertising
• 23,867 page views
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NJ Vote among Women < 45yrs old
*August 2009 NJEA Poll * Nov 3rd Exit Poll Analysis
36%14%
*Source: Beldon Russonello & Stweart polling analysis
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Special thanks to NJ’s E.D. support group
• Karen White
• Angelique Pirozzi
• Rick Farfaglia
• Kim Anderson
• Bob Burke
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And if you want to know why Corzine lost…
See me at the bar….