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PLAN: OVERVIEW Field Focused Campaign List building Interracial work Faith outreach Kalamazoo focused Field Plan drafted by Jon Hoadley and Trystan Reese Field Director: Trystan Reese Targeted Communication Audience Appeal to target audience Move from YES voters Build messaging plan around target audience Stay positive Communication Plan drafted by Christine Callsen
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IssueOn June 29*, 2009 the City Commission
unanimously said YES to fairness and equality for all people in Kalamazoo when they added gay and transgender people to existing non-discrimination protections in the city. Then a small group of petitions challenged these basic protections and sent them to a vote by the people of Kalamazoo.
*The timeline for passage happened before and after this date…
Ordinance 1856
PLAN: OVERVIEWField Focused
Campaign• List building• Interracial work• Faith outreach• Kalamazoo focused
Field Plan drafted by Jon Hoadley and Trystan Reese
Field Director: Trystan Reese
Targeted Communication
Audience• Appeal to target
audience• Move from YES voters
• Build messaging plan around target audience
• Stay positive
Communication Plan drafted by Christine Callsen
RESULTS12,700 total votes• 7,671 YES votes• 4,732 NO votes
22.8% voter turnout
PLAN: WHAT IT TOOKStaff
• 30 total staff• 783 unique volunteers• 21 steering/advisory committee
members
FieldVoter ID
• Goal: 11,000 YES voters• Actual: 8,104
• 75% high propensity votersGOTV
• Goal: 7,000 phones, 4,000 doors• Actual: 12,000 phones, 5,000
doors
BudgetFinal income – $329,189.19
MediaTotal media buy – $95,516
• Four TV ads produced• Three radio ads produced• Limited earned media