Home What We Do Who We Are Case Studies Hawthorn Insights Contact A Successful Ballot Initiative Campaign Alexandria Office The Challenge Create voter awareness and support to defeat a popular renewable energy ballot initiative during the 2012 Presidential Election in a state that was a key presidential election state. The challenge was to be heard above the noise created by the Presidential, Senate and House races, as well as multiple highly visible ballot initiatives on an issue that 60 percent of voters supported. Strategy  625 Slaters Lane Ste. 100 Alexandria, VA 22314  703.299.4499  703.299.4488  info@hawthorngroup.com Work with a coalition of utility companies and state associations, as part of a team of in-state campaign consultants, to create a comprehensive political campaign to target supportive and persuadable voters, provide them with information about the unintended consequence, and obtain support and action from enough of them to vote against the initiative. Tactics The comprehensive campaign included: • Polling and microtargeting • Defined target audiences and audience-specific messages • On-air, print, and digital advertising • Social media • Media relations • Direct mail and telephone outreach to persuadable voters • Development and communication with a GrassTops and grassroots database created for the campaign, as well as post-campaign, that included local elected officials, business and community leaders and specifically-identified Influential Voters • Whistle-stop tour • Ambassadors program to special interest groups Results We won. The ballot initiative was defeated on Election Day, 62 percent to 38 percent, reversing the strong support for the proposal at the beginning of the campaign. The Hawthorn Group The Hawthorn Group, L.C., is an international public affairs company of senior political and corporate communications specialists. Hawthorn helps solve communications problems public policy, media, crisis, customer, community, financial and employee - for corporations, associations and non-profit organizations. Our Feed Hawthorn Insights Suzanne Hammelman Named President and Chief Operating Officer May 21, 2017 First families fade, new stars steal spotlight September 23, 2015 The Donald: Trumped by history? September 10, 2015 Better outreach needed to dispel confusion about efficiency June 23, 2015 Survey says: electric customers applaud utility service March 23, 2015 Copyright © 2014 The Hawthorn Group LC All Rights Reserved. !