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Anatomy of A Campaign -
Strategies for Successful Transit Referendums
Taiwo Jaiyeoba,
Transit Principal – HDR, Inc.
Reviewed Past Referendums
(2009 to 2014)
Agency Interviews
Key Findings
In Conclusion
Presentation Agenda
Past Referendums
2009 to 2014 Referendum States
Statistics:
• 33 States (incl. Alaska)
• 207 Measures (149 wins)
• 72% win rate
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.
Agency Interviews
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
Transit Referendum Outcomes
Win
Loss
Key Study Findings
KEYS TO SUCCESSFUL TRANSIT REFERENDUM
BUILD COALITIONS
SELECT THE “RIGHT FACE” OF THE CAMPAIGN
CHOOSE THE RIGHT TIME
CORRECTLY AND CLEARLY FRAME THE “ASK”
Define “what is in it for me?”
Broad outreach
oMinority and community
organizations
Clear Communication
oWork Shops
oOnline Surveys
oFeedback
BUILD COALITIONS
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)
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
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?
Build Coalitions Identify Champions Right Timing Clearly Frame The “Ask”
FLOW CHARTS FOR KEY FINDINGS
In Conclusion
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!
Anatomy of A Campaign -
Strategies for Successful Transit Referendums
Taiwo Jaiyeoba,
Transit Principal – HDR, Inc.
