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Niagara Wide Election Communications Plan

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Niagara Wide Election Communications Plan Niagara Votes 2018 Engagement and Communication Plan Purpose To put forward a unified communications approach from all Niagara municipalities for the 2018 Municipal and School Board Election, focused on ensuring electors and candidates are informed of key dates and responsibilities for the Election. Background The 2018 Election is on Monday, October 22, 2018. New for 2018, residents will vote to elect the Regional Chair, in addition to the positions of Mayor, Councillors, Regional Councillors and School Board Trustees. To maximize each Niagara municipalities’ promotional budget, a communications working group was formed to create a Niagara-wide Communications Plan for the 2018 election. Sharing resources allows all municipalities to expand the reach of their prescribed notices and engagement efforts, ensuring a unified, consistent approach to key messaging. Key Audiences . Electors . New voters . Brock University and Niagara College students . Third party advertisers . Candidates Key Dates April 19 Candidates Meeting April 23 Legislated Ad Required – Notice of Nomination Period May 1 Nomination period opens June 7 Ontario General Election July 27 Nomination period closes (2pm) Sept. 3 Labour Day September Legislated Ad Required – Notice of Election Oct. 1 Advance Voting Opens (St. Catharines) Oct. 8 Thanksgiving Oct. 22 Election Day Niagara Votes 2018 Engagement and Communications Plan | Page 1 Advertising and Promotional Costs Radio Medium Specifics Cost EZ-Rock 30-second commercials $70 10-second traffic spot (pre-produced) $45 HTZ-FM 30-second commercials $55 10-second traffic spot $35 CKTB 610 AM 30-second commercials $35 10-second traffic spot (read live) $25 91.7 Giant FM Ads 30-second commercials $30 10-second traffic spot $20 Country 89 Ads 30-second commercials $20 10-second traffic spot $10 Traffic runs Monday to Friday only, Morning Drive and Afternoon Drive only. Online Ads Medium Specifics Cost NTW Homepage takeover $150 per day NTW Geo-Targeting Static JPG ads $180 per 15k impressions Erie Media Website Footer Banner (950 x 350 px) $46 per week Newspaper Ads Medium Specifics Cost NTW (all 7 zones) Full Page (10.375” x 10.5”) $3,849 3 / 4 Page (7.7” x 10.5”) $3,409 1 / 2 Page (10.3” x 5.1”) $2,529 3 / 8 Page (5.1” x 7.7”) $1,924 1 / 4 Page (“5.145” x 5.143”) $1,407 St. Catharines Standard Front Banner $258 (just STC) 1 / 3 page (10.5” x 7.1”) $860 3 / 8 Page (8.3” x 7.1”) $688 1 / 4 Page (5.1” x 6.7”) $645 Niagara Votes 2018 Engagement and Communications Plan | Page 2 Printing Costs for each municipality Items Size QTY Cost per QTY Business cards Standard size 500 $20 Rack Cards 4” x 8” 500 $20 Posters 11” x 17” 100 $10 Large Posters 2’ x 3’ 1 $8 Foamcore Posters 2’ x 3’ 1 $28.25 . Business cards, rack cards and posters will be printed by Niagara Region . Large posters and foam core posters will be printed by St. Catharines . To receive delivery by September 4, 2018 collateral must be approved for print by August 1, 2018. Digital Collateral for each municipality Items Size Use Letterhead 8.5” x 11” For distributing letters about the election. Media Release 8.5” x 11” For messages to the media specific to a municipality (e.g. online voting). PowerPoint For delivering presentations about the Deck election (e.g. staff training). Digital screens Custom for each city Signs will be created for Candidates Info Meeting, Nominations Now Open, Election Day is Oct. 22, Advance Polls Now Open and Get on the Voters List. Video For sharing on social media. Municipalities will have the option of appearing on camera or using a generic video. Social Media Facebook: 851x315 px Template for banners each municipality to Banners Twitter: 1500x500 px apply to its social media feeds. Website Custom for each city Template for each municipality for website Banners banners Niagara Votes 2018 Engagement and Communications Plan | Page 3 Joint Promotions Calendar Date Tactic Key Message Cost Owner Late March Media Release Candidates Meeting $0 Daryl Early April Letter to local media Explanation of $0 Evan On joint letterhead responsibilities for third- party advertising April 5 - 6 Radio ads (:10 traffic spot) Candidates Meeting $280 Michelle 4 spots / day x 2 CKTB April 6 Radio interview Candidates Meeting, $0 Bernice Welland hosting 610 CKTB Changes to Election, Nomination period April 12 Ad - NTW Ad Candidate info session $1,407 Evan/ 1 /4” ad all zones Daryl April 13 Radio interview Candidates Meeting, $0 Michelle Port Colborne hosting 610 Changes to Election, CKTB Nomination period April 23 Media Release Changes for 2018 election $0 Janine / Nomination Period April 26 Ad - NTW Ad 3rd party ads $1,407 Evan/ 1 /4” ad all zones Daryl April 26 Ad - NTW Ad Nomination period open $3,849 Evan/ Full page ad all zones Daryl May 7 Media Release Compliance Audit $0 Janine Committee May 10 Ad – NTW Compliance Audit $1,924 Janine / 3 / 8” Ad all zones Committee Daryl June 10 St. Catharines Seniors Day General election info $0 Evan June 14 Media Release Election employment $0 Marc July 19-22 Pelham Summerfest General election info $0 Marc Aug. 1 Print collateral must be n/a Evan / ordered from NR / City STC Daryl Aug. 3-6 Canal Days – Port Colborne General election info $0 Michelle Sept. 4 Info letter to local institutions Proxy voting $0 Marc Sept. 4 Media Release Get on voters list $0 Bernice Sept. 4 Online ads Get on voters list $632 Bernice / 45,000 impressions + 2- Michelle weeks banner on Fort Erie Media Sept. 4 PAC Film House Ad Get on voters list $0 Bernice / Evan Niagara Votes 2018 Engagement and Communications Plan | Page 4 Sept. 5-7 Radio ads (:10 traffic spot) Get on voters list $1,200 Bernice / 4 spots / day x 3 days Michelle EZ Rock, CKTB, Giant FM and Country 89 Sept. 6 Ad - NTW Ad Get on voters list $1,407 Bernice / 1 /4” ad all zones Daryl Sept. 10-14 NTW homepage takeover ad Get on voters list $750 Bernice / Michelle Sept. 18 Media Release Proxy Voting $0 Marc Sept. 22 – Online ads One month: Know how to $632 Michelle Sept. 30 45,000 impressions + 2- vote week banner Fort Erie Media Sept. 24 Media Release Advance polls open Oct. 1 $0 Michelle Oct. 1 PAC Film House Ad Advance polls open $0 Michelle / Evan Oct. 1 - 3 Radio ads (:10 traffic spot) Advance polls open $1,200 Michelle 4 spots / day x 2 days EZ Rock, CKTB, Giant FM and Country 89 Oct. 1 – Online ads Advance polls open $632 Michelle Oct. 14 45,000 impression + 2-week banner Fort Erie Media Oct. 15 – Online ads Where / when to vote $586 Michelle Oct. 21 45,000 impressions + 1- Oct. 22 week banner Fort Erie Media Oct. 15 PAC Film House Ad Where / when to vote $0 Evan Oct. 22 Oct. 17 - 19 Radio ads (:10 traffic spot) Where / when to vote $1,200 Evan / 4 spots / day x 3 days EZ Oct. 22 Michelle Rock, CKTB, Giant FM and Country 89 Oct. 20 - 22 NTW homepage takeover ad Where / when to vote $450 Evan / Oct. 22 Michelle Total $17,556 Budget - $19,000 $10,000 from Niagara Region $750 from each Niagara municipality Niagara Votes 2018 Engagement and Communications Plan | Page 5 Municipal Specific Promotional Calendar (Ex: STC) Date Tactic Key Message Cost March 28 Garden City Current Candidates Meeting Free April 2 Posters/Screens Candidates Meeting Free April 5 Sponsored FB Post Candidates Meeting $30 April 12 Sponsored FB Post Candidates Meeting $30 May 1 Posters/Screens Nomination period open Free May 1 Sponsored FB Post Nomination period open $30 May 9 Garden City Current Nomination period open Free May Garden City Current Compliance Audit committee Free June 1 Sponsored FB Post Compliance Audit committee $30 June 13 Garden City Current Election jobs Free June 20 Sponsored FB Post Election jobs $30 July 1 Posters/Screens Reminder get on voters list Free July 12 Sponsored FB Post Election jobs $30 Aug. 15 Garden City Current Reminder get on voters list Free Sept. 5 STC Standard Get on the voters list $258 Sept. 5 Sponsored FB Post Reminder get on voters list $30 Sept. 6 NTW Ad Notice of Election $1,081 Sept. 12 Garden City Current Reminder get on voters list Free Sept. 12 Sponsored FB Post Reminder get on voters list $30 Sept. 13 Public Kiosk–Market General election info Free Sept. 15 Public Kiosk - KAC General election info Free Sept. 22 Sponsored FB Post Proxy Voting $30 Sept. 26 Garden City Current Advance polls open Oct. 1 Free Sept. 27 Public Kiosk–Market General election info Free Sept. 29 Public Kiosk - SH General election info Free Oct. 1 Sponsored FB Post This week’s advance polls $30 Oct. 1 Posters/Screens Locations of advance polls Free Oct. 3 Social Media Advance poll tomorrow $20 Oct. 8 STC Standard Ad Advance Polls Open $258 Oct. 10 / 12 Sponsored FB Post Advance poll tomorrow $40 ($20 per) Oct. 13 Public Kiosk - SH General election info Free Oct. 14 Sponsored FB Post This week’s advance polls $30 Oct. 15 STC Standard Ad Advance Polls Open $258 Oct. 15 Posters/Screens Where/when to vote Oct. 22 Free Oct. 15 Garden City Current Advance poll tomorrow / E Day Free Oct. 15/17/19 Social Media Advance poll tomorrow $60 ($20 per) Oct. 20 Sponsored FB Post Where/when to vote Oct. 22 $30 Oct. 22 Sponsored FB Post Today is election day $30 Misc / Print $1,000 TOTAL $3,365 Niagara Votes 2018 Engagement and Communications Plan | Page 6 Explanation of Joint Promotional Tactics Legislated ad Nomination period / Third party advertising Ad will run once in Niagara This Week in all seven zones Call to Action will be to visit www.niagaravotes.ca Online Ads Ads will be placed on a variety of websites (news, entertainment, etc…) and geo-fenced to only target Niagara residents.
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