Florida College System 2018 Ballot Initiative Plan Outline
LANDSCAPE & OVERVIEW On November 6, 2018, Florida s ballot will give voters the chance to vote on 13 constitutional amendments including Amendment 7 which bundles first responder and military member survivor benefits along with public colleges and universities. Once the Council of Presidents decides to proceed with educating voters, Moore is committed to monitoring media and being a resource to the COP by working with the Marketing Subcommittee to develop messaging, templated tools and resources for use by the colleges. Moore will also investigate polling opportunities, speakers bureaus and other joint efforts with the Florida Chamber and its Foundation. Moore recommends the colleges taking part in educating their communities consider a multi-prong approach including media relations, advocacy and social media efforts. Part of the proposed strategy is for AFC to be the repository of all resources developed. 2
Approach The following is the communications and advocacy plan surrounding the 2018 Ballot Initiative campaign supporting the passage of Amendment 7. MEDIA RELATIONS ADVOCACY MESSAGING & TOOLS 3
MEDIA RELATIONS Media relations garners an intrinsic third-party endorsement by reaching audiences through the credibility of the media. Earned media opportunities to share the FCS story will be identified throughout the campaign. The following tactics can be leveraged to effectively communicate with targeted media. Identify key spokesperson(s) and provide media training as needed Council of Presidents (COP) Leadership College presidents and students in key districts College Board of Trustees members Monitor and leverage traditional and non-traditional media landscapes to identify opportune times for coverage. Media pitching Op-Ed idea Editorial board meetings News releases/statements 4
ADVOCACY Successful ballot initiative campaigns start with a story, and the Florida College System has a robust network to assist in telling it. By identifying champions throughout the state, empowering them with the proper tools and messaging, and inciting them to take action, we can adequately educate voters. A sampling of key stakeholders to activate include: Faculty, staff, students and alumni Board of Trustees members AFC members Individual colleges and their business partners Florida College System Key stakeholder deployment tactics: Support messaging and collateral Social media content College PIO coordination Community events/promotional opportunities Local speakers bureaus 5
MESSAGING & TOOLS To effectively educate voters on Amendment 7, strategic messaging must be developed and utilized by all individuals and organizations. While more detailed messaging regarding the specifics of the amendments can be developed and available to those looking to study the full text, succinct messaging with the voter in mind is what will make the messaging memorable and effective. Individual colleges can also use tools developed and personalize to educate their student bodies and communities. Tools to educate and engage include: Social media messaging Amendment one-pager Palm cards Infographic Speaker training 6
SAMPLE STATEMENT This sample statement could be used by college presidents who support passage of Amendment 7: Passage of Amendment 7 would establish the Florida College System within Florida s Constitution alongside K-12 and the State University System. It will also affirm that each college shall be governed by a local district board of trustees, and provides for statewide oversight by the State Board of Education. We believe that these components will help ensure the ability of colleges to continually meet the academic and workforce needs of their communities. 7
SAMPLE MESSAGING Sample messaging below will be used to build resources helpful to individual colleges looking to educate their communities on Amendment 7: - Inclusion of the Florida College System into Florida s State Constitution will codify the system, alongside K-12 and the state universities, as an integral part of the pathway continuum of education in the state. - Amendment 7 s emphasis on preserving local authority is key to the success of the colleges. District Boards of Trustees ensure that colleges can remain responsive to the academic and workforce needs of their communities and are important to the continued relevance of the system. - The Florida College System is consistently recognized as the top college system in the nation and we believe solidifying these principles into our state constitution will promote our continued success and the long-term vitality of the system. 8
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