August 29, 2017

MEMORANDUM
TO:

YOLANDA POLLARD

FROM:

SUZANNE HAMMELMAN, ELLEN SCOTT-BELLI

RE:

FOLLOW UP PROPOSAL

Thank you for taking the time to talk with us earlier today. The following is a
summarized and slightly revised version of the proposal and plan that John outlined for
you and Charles the other day. Our goal is to build an independent organization that can
support – starting immediately upon your program and budget authorization – to
provide high level “GrassTops” and real, organic grassroots support for projects
designed to (quoting you!) “make New Orleans whole.”
The big idea is to build a sustainable independent organization that will start by
promoting the need to build the New Orleans Power Station (ideally the 226 MW
option). If built for the long-term, this organization can advocate for any number of
projects within its mission that are also supported by Entergy New Orleans.
The organization will be designed to be a credible advocacy group that provides third
party, expert and citizen support. It will be created initially by a few respected New
Orleans civic, labor, religious, minority and community leaders. Some groups that you
have already recruited to support the project – Black Chamber, AFL-CIO, Port of New
Orleans, Coalitions of Ministers – might wish to join the organization, but we will also
aggressively seek new and unexpected advocates.
The organization and its members will quickly become visible on several levels.
First, we believe that starting the group as a Facebook community (albeit, with a
recognizable, credible name/s behind it) will create quite a buzz online, particularly
given the current environment. There is no doubt that with the appropriate resources,
an active Facebook community discussion can drown out the “noise” of the currently
loud, but likely relatively few opponents. Building a group of Facebook friends in the
thousands will very quickly provide immediate visibility and credibility and give us the

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 Yolanda Pollard
August 29, 2017

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ability to move seamlessly into the post-Labor Day political conversation.
As we use social media to push out interesting, factual and useful information, the
organization will also become the “go-to” source for news story ideas and
information, even as the “real world” organization (the GrassTops leadership, campaign
manager, media relations person) is being built.
We would begin the conversation on Facebook, while simultaneously building the
GrassTops organization, recruiting and organizing business and community leaders to
demonstrate their support for the New Orleans Power Station by testifying, asking their
members (if head of an organization) to help, submitting OpEds, make personal
contacts (if appropriate) with Commissioners, etc.
Some recognizable names that we might consider for GrassTops membership (and/or
leadership) could include suggestions made by Charles, such as Gary LaGrange,
President of the Port Authority Association and Noah Lewis, 100 Black Men of Metro
New Orleans, as well as leaders such as Ruthie Fierson, Founder and Chair Emeritus
of Citizens for 1 Greater New Orleans; Senator JP Morrell, who passed the original
sewage and water board reforms; Tiger Hammond, AFL-CIO, Greater New Orleans
President; Andy Kopplin, Greater New Orleans Foundation (and former chief of staff
for the Mayor); Joe Jaeger, a retired developer; Cheryl Teamer, community leader,
board member of many organizations. There may also be a retired Entergy
employee(s) who has remained active in the community, etc. These are just a few
suggestions. We have not reached out to any of these people yet, so we not know of their
willingness to serve and have also not delved deep into their backgrounds to ascertain
suitability.
This top-level support would be bolstered by organized advocacy (both organic and
assisted) from the community of grassroots supporters who will be encouraged to
participate in hearings (both testifying and demonstrating); demonstrations; calling and
writing Commissioners, the Mayor (if needed) and candidates; and submitting Lettersto-the-Editor. These efforts can be – if needed – targeted to specific
incumbents/candidates.
In short, the GrassTops organization provides quality and credibility to an
organically-grown advocacy organization that will add volume and increase
the noise level of support.

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 Yolanda Pollard
August 29, 2017

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Time is short as we need to organize a strong show of support for the October 16 public
hearing, and particularly as we prepare for the post-Labor Day political barrage of ads
and news coverage where it is highly likely the need for the project and the project itself
will become an issue (fossil fuels versus renewables). The following lays out an
aggressive timeline, with the set up and organizational activity and initial recruitment in
September.
The activity/budget phases outlined below are designed – based on our understanding
of the process – to fit with the events and decision making points through February,
2018.
September, 2017
$139,200-$205,200*
*Higher budget number includes focus groups, in addition to poll; building an online
membership of 5,000 members who take an action to join the organization as well as
contact a Public Service Commissioner, or other public official.
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Identify and recruit one or more GrassTops champions who will “create” the
organization and be – at least initially – the public face.
Settle on an organization name:
o Make New Orleans Work Again (although this MAY bring up visions of the
Trump motto in a city where he received little support)
o Building a Stronger New Orleans
o New Orleans Forward
o Prepare NOLA
Incorporate as a non-profit, 501(c)(4) organization (likely incorporate in Delaware
and register to do business in Louisiana); set up bank account, etc.
Do the research (polling for messaging and targeting, as well as possible distribution
– if appropriate – to policymakers; focus groups, if needed; issue and opposition
research to build the case book on which all campaign messaging will be built)
Develop the time-lined campaign plan to use as a roadmap that includes tactics and
metrics
Set up and populate an advocacy website and Facebook page.
Recruit 3,000-5,000 members online – to also take an action beyond “joining”
Hire a campaign manager, political field operations director, and media relations
person/firm

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 Yolanda Pollard
August 29, 2017
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Identify, recruit and build out the GrassTops or Leadership organization – create the
lists, prepare the materials, personal outreach
As needed, meet with your team to review strategy, priorities, activities and to
provide assistance with internal employee/retiree and existing outreach on the
project (advertising, etc.)

October-November, 2017
$124,500 - $219,000*
*Higher budget number reflects paying two co-chairs, rather than just one; volume of
direct mail; volume of phone calls from voters to decision makers; the option to hire a
local government relations professional
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Continue recruitment and activation of GrassTops and grassroots supporters
Turn out supporters in volume for hearings
Organize contacts with Council members, as appropriate
Phone calls, letters and emails to Council members and candidates
Active paid and earned media to raise the level of the conversation, educate
reporters/editors, and promote OpEds and Letters-to-the-Editor.

December, 2017 – February, 2018
$153,500 - $239,000*
*Higher budget number reflects paying two co-chairs, rather than just one; volume of
direct mail; volume of phone calls from voters to decision makers; the option to hire a
local government relations professional
•

This phase will likely include most of the same tactics above, but we will likely
prioritize some efforts over others to reflect the political and policy environment at
the time.

We hope this provides you with the information you need. Thank you once again for the
opportunity. We’re available at any point – including over the week end/Labor Day – to
discuss, answer questions, and revise this, as needed.
Suzanne Hammelman
703-626-4385 (mobile)

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