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Campaigning for a Cause

Can you pass a levy without spending heavily?

Several months ago, we faced that question when we took on the challenge of managing a campaign to pass a 3.8 mill Police Levy in Boardman.

The answer is YES — our levy passed by more than a thousand votes. It will generate almost $20 million over five years, but we spent less than $22,000 for the entire campaign. And all of that was raised by the supporters — no big corporate donors.

How did we do it? With education, demonstration and a lot of hard work.

THE DETAILS

Early this spring, Farris Marketing got involved in the Police Levy campaign in Boardman Township. Due to a lack of manpower, crime was on the increase — especially illegal drug activity. Our office is in Boardman, and many of us live here also. This was a pro bono account we needed to work on for the sake of the community and our families.

Police Chief Jack Nichols, a 34-year veteran of the force, recalls that in his first 20 years on the BPD, there were less than 20 arrest warrants in an entire year for drug-related crimes in Boardman. Today, there are two or three a week! That’s not good.

So we had to convince our cash-strapped neighbors to dip into their pockets and agree to pay $117 more a year to increase the size of the police force by 10 officers and another 10 support staff. The force won’t be as big as it once was, but it will help us stem the tide.

CHALLENGES

There were several. First, the levy effort failed the first time around in November. Then due to disagreements between administration and the unions, the levy was pushed from the May election date to a special election date on August 2.

Who votes on August 2nd? Not many. It was going to be tough to get people out to vote either way on an odd day like that. Not a good start, but this was too important to let that stop us.

A DIFFERENT TYPE OF CAMPAIGN

Early on, we determined the old-fashioned type of political campaign was not right for this effort.

Instead, we asked the police chief to head an organization called the BOARDMAN COALITION AGAINST CRIME. This was not a temporary organization just for the levy, but rather one that we will continue to use to keep the police and community in touch with each other.

Our first goal was EDUCATION. Instead of commercials and political deal-making, we arranged for the police chief and a Coalition member to meet and talk to local block watch groups, condo associations, realtors, clergy — any group that wanted to learn more.

We believed that once people heard the facts, they’d support the levy. We turned out to be right about that. The smaller groups have joined the coalition and have helped us spread the word and raise awareness.

Our second goal was to DEMONSTRATE SUPPORT. The Coalition developed several events to demonstrate that the public was behind the levy. The first was called SIGN THE CAR/SHOW YOU CARE. Supporters signed their names on a decommissioned Boardman police car in a public event on May 23. The car was brought to many events over the levy time period.

Other events included the Memorial Day parade, in which we walked with the signature car while wearing T-shirts and carrying signs. Our COPS AND QUESADILLAS fundraiser, the CLERGY CANDLELIGHT WALK AGAINST CRIME and the ROCK ‘N’ ROLL RALLY AGAINST CRIME also increased our visibility.

Our final goal was to GET OUT THE VOTE. As mentioned previously, we had a big challenge in that the vote was on an odd day and date. We are creatures of habit, and getting people out to vote that day was not easy. We ended up with almost 8,000 total votes, and that’s terrific. It shows that people got the message, and that they care about what happens in their township. For or against, it was important that residents voted — and they did.

OTHER KEYS

We got the right people involved from the start — those who cared about the issue and the community.
We listened to the public and responded quickly and truthfully.
We developed the right message — one that people would identify with and respond to.
We focused on high-FLESH, not high-def. We used meetings instead of media.
We told the truth — no spin. We were totally transparent. Boardman officials met with the press and everyone they could and answered every question as best they could no matter how difficult or challenging.

THE PILLARS

No campaign can succeed without pillars to support the platform. Our pillars were dedicated and talented people. They included, but were not limited to:

Boardman Township Trustees and administration officials
Police Chief Jack Nichols
Boardman Police Department and F.O.P. Lodge #43 members
Campaign Volunteers Vickie Davis and Jeff Barone
Resident organizers Chuck Coristin and Chris Dequelente
Pastor Bob and the Reverend Ash Welsh
Dozens of active volunteers and donors — businesses, residents and clergy

THE LESSON

Not all campaigns are decided with media dollars. Sometimes the right message and hard work can carry the day.

THE BANNED BLOG

This post was originally on the Boardman Against Crime website but was removed because of a complaint by Fire Chief George Brown. I guess the truth hurts.

WE ARE (MOSTLY) UNITED

AN INSIDE LOOK AT THE HIGHS, LOWS AND DEFINING MOMENTS OF THE 2011 POLICE LEVY CAMPAIGN

by George Farris, Levy volunteer

This is not an “official” statement, analysis or summary. This is one person’s opinion (mine). Still, it’s something that needs to be said.

The final vote was nice, but that this community came together was even better. We talked, we worked, we got a better understanding and we stood up for Boardman Township, our families and our future. I am proud to be a resident.

The highs, lows and defining moments are below, but FIRST let me mention the PEOPLE. It’s the people that make the difference. Not catchy slogans. Not party affiliations.

Here are the people that made the difference in this campaign:

THE TRUSTEES

Larry Moliterno, Brad Calhoun, Tom Costello. They persuaded me to turn over all of my free time for five months and work on this campaign for a fee of $1.

But they gave me a free hand and more importantly THEY TOOK ALL THE CRAP at the town hall meetings. These three are the best team Boardman has had in those positions for a long time.

CHIEF JACK NICHOLS

Does he seem like a boy scout? It’s not an act. I’ve seen rulers that were less straight than him. When I first asked him to be the spokesperson of the campaign, he would have rather I hit him with his own Tazer. Every day. Three times a day. But he knew it needed done and he did it. He spoke at dozens of neighborhood gatherings, churches — even the local temple. He is a professional cop, a really good person and a terrific leader.

VICKIE DAVIS

I don’t know what I did right in my life to deserve getting help from Vickie. She did everything in this campaign that mattered — from making plans to making signs. She was the engine and transmission of this campaign. If there was a detail to be noted, completed or delegated — she handled it. And as many of our volunteers (especially cops) can attest, she knows how to give orders and get things done. I cannot thank her enough; and PLEASE if you see her, offer her your thanks also. We owe her — big time.

The F.O.P., the F.O.P. …and did I mention the F.O.P.?

There are too many cops that helped for me to name — but I can tell you the sheer volume of their contributions was incredible. FIRST, they put their put their money mouth is. They donated $10,000 from their treasury — still the largest donation of the campaign. And they networked for even more donations. (Thanks Big Money Ed.) They put up retail signs, attended every meeting, put on demonstrations, walked door-to-door in 90-degree weather on weekends. Their contributions to this campaign are truly what made the difference in winning. I believe that in my soul. These guys are the best — and I am glad I got to know them.

THE RESIDENTS

Chuck Coristin/Chris Daquelente. These guys made me realize what top-notch people live in our community. They got on board and helped us from beginning to end. Thanks so much guys.

THE CLERGY

Pastor Bob and Pastor Ash Welsh – Pastors, communicators, leaders, – these gentlemen helped us turn the tide. THANK YOU

OTHERS

Jeff Barone, our treasurer. Thank goodness someone knew how to balance a checkbook! Honest, efficient and hardworking. I did the people thing — he did the numbers. Thanks, partner.

Ashley Luthern and John Darnell, our Boardman press reps from the Vindy and Boardman News respectively. Ashley’s extensive coverage was fair and helpful. She showed everyone an accurate picture of the situation. John Darnell — he came through for us. Hardly unbiased, he is pro-Boardman and not afraid to show it. Thanks John!

THE HIGHS

The Car Signing Kick-off, The Candlelight March, the July 25 Trustee meeting when supporters got up unscripted and spoke from their hearts. Fantastic.

THE LOWS

The Boardman Firefighters’ offer to help and their subsequent disappearing act. Individually, several firefighters helped out with the large signs, rides to the polls, etc. That help IS appreciated. And the Chief made a donation. But unless I missed it — and I would love to be wrong about this — there was no union endorsement or donation to the campaign, no visible or vocal support on the web or social media, no statements of solidarity in the press or at events.

DEFINING MOMENTS

Chief Nichols’ outburst at a town hall meeting when a resident who lived near Poland asked if he was going to stop a neighbor kid from speeding if the resident supported the levy.
The Vindy headline that mentioned an “anti-levy group” – when in fact, no such group existed.
The neighborhood and other group talks
The drug raid with the NEU
The overnight ride along with Jeff Lytle, Bill Woods and others.

WE ARE UNITED. LET’S STAY THIS WAY.

We've Moved!

More Smart Marketing has moved...
But that's not all!

More Smart Marketing is now Notes From Brand Camp.

We're still your source for branding and marketing insight. But the new name reflects what's inside a little better. Thanks for reading More Smart Marketing. We hope you hang out with us at our new cubicle: http://www.farrisbrandcamp.com/

ARE CREATIVE PEOPLE "QUIRKY?" ...or are we just crazy, lazy + sloppy?

DRESSING QUIRKY

I get away with a lot...especially when it comes to my business attire. You see, I tell my professional clients (male) they should wear a tie and jacket at public or business events and meetings because it sends a message to the others that says, "you are important enough for me to dress up."

Yet, when I go to a meeting or public meeting, even with these same clients, I’m usually the only guy NOT wearing a tie. Sometimes I don't even have a collar to put the tie on — just a black T-shirt (ok, it's a Calvin Klein collarless casual sports shirt — but it still looks like T-shirt) along with a sports jacket and jeans. But you see, I am “creative,” so I am generally excused from conformity.

Is being creative really just a cop out for being lazy and sloppy? Until recently, I didn't think so. Then I took a closer look.

MESSY OFFICES

I am a clean person. I wear clean clothes. I've even received guff for taking a shower before workouts at the gym. On the flip side... my office is a mess. I've lost things in my own office because — despite the best effort of my young assistant who constantly straightens up after me — my office always looks like it was "tossed" by spies looking for a secret formula. So am I a closet slob? No... I'm creative.

MESSY CARS

Let me ask you... what's inside your car? Here's a brief recap of what's in mine: three empty sugar-free Red Bull cans, 8 or 10 empty water bottles, four pairs of sneakers, a dozen client files, about a half-inch of mud on the floor from my last climbing/hiking trip, $50-60 worth of coins scattered everywhere, coffee stains all over the light-colored leather, bluetooth headsets, keys from a police car (long story), an old bottle of prescription antibiotics (longer story), a Solar FlexRack flash drive, a cycling helmet, ticket stubs from movies dating back to the first Hangover, coupons I never use, a Farris coffee cup and something that is either a dead bug, a old vitamin or maybe a raisin.

But messy cars are OK for those of us who are creative...right?

ABSENT-MINDED & FORGETFUL

Creatives are expected to be absent-minded and forgetful right? If so, I am definitely creative.

Get this — in my office, staffers have a policy when I ask for a copy of something. When I ask for one copy, they make TWO — one I get immediately — and one I get when I lose the first copy.

Am I "quirky" or crazy? Well, I'm the boss, so I'll call it quirky. Of course, my partners and staff might say otherwise. Especially when they watch me leave the office and then return twice to get my phone or briefcase or car keys.

I also have a habit of leaving things on my car roof when I get in or out. Coffee, files and many packages are often seen flying off my car on the way out of the parking lot at Clifton and Market Street in Boardman.

I'M NOT ALONE

I'm not alone with the car roof issue. Ellie, a good friend and client, shared what has to be the "topper" of forgetful roof events.

Ellie is about half my age and about twice as creative. She told me about the time she was bringing a bowl of pasta salad she made to picnic or party. On the way, she witnessed a car accident on busy Rt. 224. One car had rear-ended another and traffic was stopped.

Ellie was waiting for the traffic to get moving again when she glanced over to the accident scene. That's when she noticed that the driver who did the rear-ending was pointing to her roof. Apparently, he hit the other car because he got distracted when he saw the bowl of pasta salad on the roof of her car!

DO WE NEED A SUPPORT GROUP?

I'm wondering if we creatives should have our own support group. But I doubt it would ever happen. We would never agree on the branding — should it be called Messy People Anonymous...Creatives in Crisis...or Forgetful but Fearless?

And even if we could agree on a name, we'd probably lose the meeting schedules — or just forget to attend.

I don't believe that all creatives with these quirks are crazy, lazy or sloppy. On the other hand, I can't guarantee they aren't. But let's face it, it's a great excuse isn't it? Try it and you'll see what I mean.

The next time someone complains that you left a mess, or forgot an important meeting, just say..."I realize I left a mess... but wow ...have I got a great idea!"

THE ULTIMATE BRAND: THE FIRST GRANDCHILD

Starbuck's, McDonald's, Mercedes, BMW, Nike, Reebok, Budweiser, Coors, Raisin Bran, Special K, ESPN, NFL, Home Depot, Loews, Macy's, Target and dozens of other brand names are well known to me. But yesterday, all of these names faded away.

A new name overtook every brand I ever knew: Nico.

NICO was born at 5:51 am on Saturday, June 4, 2011. He is my first grandchild. A boy. When I held him in my arms for the first time and looked into his beautiful face, all I could think was..."there goes my heart."

Suddenly, this person I had never met, meant more to me than anything else in the world.

For a brief moment, I worried that I have another person to worry about and care for and I wondered if I could do that. I'm quite used to the status quo. I have enough to take care of, enough to do. I am getting selfish with my time. I have enough responsibilities.

So, do I want another person in my life to worry about? When it comes to Nico, the answer is a giant "YES!"

Talk about a new lease on life, a reason to live and a life-changing event. Your first grandchild is all of those cliches and more.

I'm sure my son Anthony has already experienced that moment of panic that a father feels when he wonders if he can provide properly for his new born.

But, as most fathers know, that thought quickly passes and is replaced with the determination to do whatever is necessary to make sure his child has everything he had and more.

For me and my spouse, the majority of our fears vanished when Nico and his mother both came through the experience healthy and well.

This healthy "beginning" is due in large part to my daughter-in-law, whom I affectionately refer to as "the Princess." She researched every aspect of pregnancy and early motherhood. She ate healthy foods, exercised, and did everything necessary and more to ensure this baby was healthy.

Another key to this happy event was my wife. She spent countless hours listening to the new mommy's concerns and issues.

We jokingly her as "Marie Barone," the TV mother of comedian Ray Barone. But her advice was often sought — and always received — on issues from what to expect during delivery, to what gifts to put on the register list for the baby shower — and (especially) the baby's clothes and how to decorate his room.

All grandchildren are special. In fact, my cousin said, "George, grandchildren are God's gift to you for having put up with your own children." And she's right. But the first grandchild is clearly the UberChild.

For my family, the Ultimate Brand isn't Starbuck's, McDonald's or Mercedes, or even Nike.... it's Nico.

May God Bless this Brand. ##