Public Affairs and Digital Media / 2014 Proposal 1 Ballot Initiative
Goal: Passage of a statewide voter referendum
Outcomes: Public education, statewide earned media coverage, voter approval with 69 percent support
Our Work: Truscott Rossman provided strategic communications and media relations for Michigan Citizens for Strong and Safe Communities, a statewide coalition supporting passage of Proposal 1 on the August 2014 statewide primary ballot. The proposal aimed to phase out the Personal Property Tax on industrial and commercial personal property.
Truscott Rossman was responsible for all aspects of strategic communications for the campaign including developing and implementing clear, concise and consistent key messaging and collateral materials. The statewide earned media strategy included developing, populating and implementing a series of 20 news events across Michigan over a period of four months. Truscott Rossman scheduled, prepared and attended more than a dozen newspaper editorial board meetings, conducted numerous radio interviews, and organized the writing of guest columns, viewpoints and hundreds of letters to the editor.
Our firm was also responsible for the campaign’s digital media effort, which included design and launch of the StrongAndSafeCommunities.com website, Facebook and Twitter accounts, YouTube channel and an email newsletter campaign.
When the campaign started in early April, public awareness of the issue was at 39% with 43% of the electorate opposing the measure. At the conclusion of the primary election, the measure passed by 69% to 31%.