federal election 2015: amplifying the municipal …...2 1. share our gameplan with you. 2. encourage...
TRANSCRIPT
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Putting Hometowns at the Top of the Federal Agenda
Federal Election 2015: Amplifying the Municipal
Message
Workshop Objectives
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1. Share our gameplan with you. 2. Encourage you to be a FCM Hometown Champion 3. Get your feedback
Our Gameplan
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Strength #1: we speak with one voice. Strength #2: credible research, policy development and stakeholder input on key initiatives Strength #3: we have a reputation as one of the most influential advocacy organizations in Canada
Build on what FCM does well
Room to Grow: Engaging Members in Building Public Support
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It’s time to do what we currently do well and
take our public engagement to the next level.
And, we’re better positioned than ever.
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Policy and Research Founda:on
Integrated Election Action Plan
12
12
2%
2%
3%
3%
5%
4%
5%
9%
10%
9%
25%
28%
32%
34%
33%
39%
32%
31%
29%
30%
30%
31%
25%
24%
23%
0% 20% 40% 60% 80% 100%
Improving roads, bridges, parks,- increased $$ in infrastructure.
Adequate housing - everyone can afford a decent place to live.
Safer streets, - increased $$ for local police and public safety
Local solutions to climate change
Quality transit, reduce commute times & pollution.
1-‐ Not at all important 2 3 4 5 -‐ Extremely important
IMPORTANCE OF AGENDA ITEMS
How important are the following issues in determining your vote in the next federal election?
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13
13
HOW WELL DOES OTTAWA ENGAGE?
Rate performance of the federal government in engaging/listening to input from mayors and elected municipal leaders?
2%
5%
2%
1%
3%
2%
32%
47%
31%
27%
23%
23%
35%
31%
26%
37%
32%
38%
40%
37%
43%
35%
38%
40%
16%
2%
21%
22%
21%
28%
15%
14%
20%
13%
14%
9%
10%
12%
4%
11%
15%
12%
Canada
Conserva:ve Party
Liberal Party
New Democra:c Party
Green Party
Bloc Quebecois
Urban
Suburban
Rural
Excellent Good Poor Very Poor Don't know
Vote
Inten:
on
14
14
SHOULD OTTAWA ENGAGE MAYORS MORE?
Should the federal government being engaging Canada's mayors and elected municipal leaders more, less, or no change?
58%
50%
62%
65%
64%
62%
56%
61%
57%
29%
39%
27%
26%
23%
29%
34%
23%
26%
2%
1%
3%
2%
3%
2%
3%
11%
9%
9%
7%
6%
6%
8%
15%
14%
Canada
Conserva:ve Party
Liberal Party
New Democra:c Party
Green Party
Bloc Quebecois
Urban
Suburban
Rural
More About the same as now Less Don't know
Vote
Inten:
on
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Increase Relevance to All Stakeholders
Top of mind for
Canadians
Relevant to Federal Political Parties
Issues that matter to our municipalities
Canadian Public
• Broad agreement on our agenda, but more passion needed.
• Research must focus on finding emotionally resonant policy issues.
• Action Plan must focus on increasing “strong support” indicators - making issues vote determining.
Top of mind for
Canadians
Relevant to Federal Political Parties
Issues that matter to our municipalities
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Policy and Research Founda:on
Big Ci:es Roadmap Roadmap for Stronger Hometowns
Integrated Election Action Plan
• opportunity to tell the positive story of the strength and importance of Canada’s hometowns.
• key platform for our advocacy, government relations, and party relations efforts.
• Focus not on the the problems municipalities face, but on the positive solutions we offer for Canadians. On what we do well.
Why shift from problems to solutions?
• Positive framing allows us to position municipalities as relevant to Canadians.
• In an election year, all political parties are on the prowl for ready-made platform planks.
• The FCM has an opportunity to provide usable platform language for all parties that would come with our validation.
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We’re moving away from a list of “asks”.
We’re moving towards a new vision, which puts municipalities at the core of solving our national
challenges.
The 5 key FCM policy themes
1. Local jobs. Local growth.
2. Livable hometowns
3. Safe Cities and Communities
4. Environmentally Sustainable Communities
5. Globally Connected Municipalities
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Policy and Research Founda:on
Big Ci:es Roadmap
Poli:cal Party/ Government Outreach
Roadmap for Stronger Hometowns
Integrated Election Action Plan
Top of mind for
Canadians
Relevant to Federal Political Parties
Issues that matter to our municipalities
Conservative Voters • Public Safety: top
issue (61% find very or extremely important).
• 40% of past Conservative voters think government should do more to engage municipalities.
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New Democrat Voters
• Infrastructure: Top Issue (77% find very or extremely important).
• Most dissatisfied with government’s closed approach (67%).
• Less emotion around the role of cities in the economy.
Top of mind for
Canadians
Relevant to Federal Political Parties
Issues that matter to our municipalities
Liberal Voters
• Climate Change more resonant amongst this group (64%)
• Strongest response to need to invest in cities of the future (75% agreement)
Top of mind for
Canadians
Relevant to Federal Political Parties
Issues that matter to our municipalities
Top of mind for
Canadians
Relevant to Federal Political Parties
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Policy and Research Founda:on
Big Ci:es Roadmap
Media Amplifica:on
Poli:cal Party/ Government Outreach
Roadmap for Stronger Hometowns
Integrated Election Action Plan
• Op-eds and speeches by prominent mayors and councillors.
• Big launch event - prominent federal leaders, 3rd party validators taking part.
• Launch coordinated with FCM Advocacy Days in November
• Digital Ad Campaign
Policy and Research Founda:on
Big Ci:es Roadmap
Media Amplifica:on
Poli:cal Party/ Government Outreach
Public Engagement Roadmap for Stronger Hometowns
Integrated Election Action Plan
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Five Key Engagement Principles
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#4
Emotion - not just facts - drives engagement.
Speak to the heart, not just
the head.
#5 Let People Power the Engagement
• Tap into what people already do: sharing pics, videos and stories about their hometowns.
• Build a relationship from there.
• Follow-up with further actions that will engage Canadians in campaign on issues that matter to us and them.
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More than inform people about what’s important to us, we need to foster Hometown Champions
?
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Help us build the campaign
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We want your hometown image here:
Win a trip for 2 in Canada. All you have to do is share what makes you #HometownProud right now. #Canada #FCM
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Spread the Word
• We’ll be calling on you to spread the word through your emails, social media posts, or word of mouth.
• This campaign offers you a chance to profile your work fighting for your hometown on the federal scene and building support.
.
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Engagement Ladder Concept
From this To this
Timeline Overview • September – November – campaign prep,
Hometown Champion recruitment
• November-December – launch of #HometownProud campaign
• January-March (budget) – phase 2 of public engagement campaign, budget work
• Post budget – evaluate the next steps based on whether or not the election is in the spring or fall
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Putting Hometowns at the Top of the Federal Agenda