Making Sense of the 2012 Transportation Tax
Referendum
Presented by
Beth S. Schapiro, [email protected]
GAMPODecember 6, 2011
Voter Sample•Who was polled?
•Likely voters, registered voters, or all adults?
•Demographics: geography, political party identification
•How many were polled?
•Margin of sampling error
Voters•Low turnout expected
• No major statewide campaigns
• Will vary by region
•Contested Congressional primaries
•Metro Atlanta multi-million dollar campaign
•Primary voters are generally the base voters of each party
•Voters not in a very good mood
Political Dynamics
•Unique referendum
•Asking voters to vote for both personal interest and regional good
•First time project selection process
•Lots of moving parts and political interests to be served
Components of Successful Campaign
•Broad coalition of supporters
•Well-organized with strong leadership, effective message, and solid campaign plan
•Identify and communicate with targeted voters
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