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Public Information Campaign
2006 Volusia County Charter Amendments

 Situation analysis

  • At least every 10 years, a panel of citizens called the Charter Review Commission (CRC) is empowered with reviewing the Volusia County Charter over a one-year period and recommending any proposed amendments to it for voter action in the next general election

  • Amendments one through six have been proposed by the CRC

  • Amendment seven has been proposed by the Volusia County Council

  • Special attention will be paid to the communication needs of the Volusia County Latino populations in the materials produced for this public information campaign

  • Charter Review Commission and Volusia County Council members will play essential roles in conveying the meanings of and rationale behind the proposed Charter amendments to citizens throughout Volusia County

Planning

Measurable outcomes

  • Citizen dialogue about Home Rule Charter amendment proposals as documented through news media

  • Publicity for speaking engagements, public discussion of amendments and proposed campaign effectiveness

  • 90 percent citizen penetration through paid media (advertising/inserts)

  • Effective outreach to Volusia County Latino markets

  • Numerous speaking engagements by CRC and Volusia County Council members for civic groups, nonprofits, homeowners associations, assisted living facilities and others

  • Production of cost-effective, informational collateral materials that meet communication objectives (quality, easy read, thorough, accurate, straightforward)

  • Production of quality public service announcements for TV/radio play

Goals/Objectives

  • Awareness-building

    • Low and no-cost publicity/advertising

      • To be resourceful in attracting no- or low-cost publicity/advertising opportunities through County resources and news media

      • To use local news media (print, radio, TV) as a vehicle to inform the public about the amendments and their meanings

      • To position Volusia County as an informational resource for voters regarding proposed Charter amendments on November 7, 2006 general election ballot

  • Information toward action (voting)

    • Straightforward messaging

      • Inform Volusia County citizens about the proposed Charter amendments and the purpose of the Home Rule Charter

      • Raise citizen awareness of all seven proposed Charter amendments and their meanings

  • Quality literature

    • Thorough market penetration w/language variables

      • Produce attractive, straightforward printed literature informing voters on the meaning and rationale behind each Charter amendment

      • Effectively reach Spanish-speaking audiences with appropriate materials as dictated by community needs

  • Community outreach

    • Share campaign objectives with Volusia County Council

    • Share campaign objectives with Charter Review Commission

    • Form speaker’s bureau answering citizen questions one-on-one

  • Conduct campaign within budget and timeline

    • $25,000 - $50,000\

    • September – November 6

Implementation

  • Broadcasting

    • Develop :30 and :60 television PSA (free talent)

      • Distribute to networks (September)

    • :30 and :60 radio PSA developed (free talent)

      • Distribute to networks (September)

        • Radio and television

      • Spanish language television and radio PSA for distribution to Latino news media

    • Volusia Magazine

      • “Charter Chat” series on Volusia Magazine

        • Charter Review Commission subcommittee chair interviews (amendments 1-6)

        • County Council interview (amendment 7)

  • Internet/E-mail communication

    • Charter campaign pages on volusia.org “Charter Amendments” section

      • Post all printed materials, news, request a speaker, post radio/TV PSAs

    • Weekly ENN postings in County employee education effort

  • Print advertising

    • ¼ page ads in daily, bi-weekly and monthly publications

      • Orlando Sentinel / El Sentinel / FORUM newspapers

      • DeLand-Deltona Beacon (biweekly)

      • NSB Observer (biweekly)

        • Smyrna Breeze

        • Edgewater Edge

      • Hometown News (biweekly)

      • Seniors Today (bimonthly)

  • Printed materials

    • Features:

      • Quality, easy read, thorough, direct citizens to volusia.org for more information

      • Testimonials by CRC members and Volusia County Council

    • Reaching the publics

      • Direct mail through county dept mailings

      • County employee paycheck addendum

      • News media insertions – four-page tabloid

        • News-Journal insertion (total market coverage product)

        • DeLand-Deltona Beacon insertion

        • NSB Observer insertion

        • Orlando Sentinel insertion (including El Sentinel)

      • VOTRAN bus advertising

        • Take-ones collateral on 56 Votran buses

        • Overhead posters for buses

    • Chamber newsletter inserts

      • DeLand Chamber of Commerce

      • Ormond Beach Chamber of Commerce

      • SE Volusia Chamber of Commerce

      • Chamber of Commerce of West Volusia

      • Holly Hill Chamber of Commerce

      • Daytona Beach/Halifax Area Chamber of Commerce

    • Distribute materials in County facilities

      • Libraries, administrative offices, Ocean Center, others

  • Publicity

    • News release placements (as needed)

    • News topics may include:

      • Speakers bureau meeting announcements

      • Presentations available on DVD

      • Materials online (direct citizens to Volusia.org for more info)

  • Speakers’ bureau/visual presentations

    • CRC members, County Council members

    • Prepared presentations on DVD (made up of Charter Chat segments)

      • DVD distribution to community groups w/ letter from Council Chair

        • Civic organizations

        • Assisted living facilities

        • Nonprofit organizations

        • Homeowners associations

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