Federal Election 2015: Amplifying the Municipal …...2 1. Share our gameplan with you. 2. Encourage you to be a FCM Hometown Champion 3. Get your feedback Our Gameplan 141016 3 Strength

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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

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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

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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



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Big Ci:es Roadmap Roadmap for Stronger Hometowns


•  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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Big Ci:es Roadmap

Poli:cal Party/ Government Outreach

Roadmap for Stronger Hometowns


Top of mind for

Canadians



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



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



Top of mind for

Canadians


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Big Ci:es Roadmap

Media Amplifica:on


Roadmap for Stronger Hometowns


•  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


Big Ci:es Roadmap

Media Amplifica:on


Public Engagement Roadmap for Stronger Hometowns


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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

Documents

Federal Election 2015: Amplifying the Municipal …...2 1. Share our gameplan with you. 2. Encourage you to be a FCM Hometown Champion 3. Get your feedback Our Gameplan 141016 3 Strength