Your Message is my Mission

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YOUR MESSAGEIS MY MISSION

CAMPAIGN GRAPHICS AND CONSULTING

COMMUNICATIONS

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My father worked for the City of Newark, New Jersey in the 1970s and 80’s under

Mayor Kenneth Gibson. I used to get up at 6:00 am on election day to work the

polls with my dad. We talked about politics, and how important it was in peoples lives.

I would listen to him telling stories about local politics, stories about what went on in

those smoke-filled back rooms, stories the newspapers didn’t print. As a graphic artist I

sometimes created campaign flyers for municipal contests, but I focused on a career in

marketing and advertising.

My involvement in hometown political campaigns intensified. Over 15 years my reputation

grew from being a graphic designer to a political consultant with a aggressive, game-

changing approach to advertising and direct mail campaigns. My print campaigns inspired

the troops and infuriated the opposition. There were threats by candidates who found my

campaigns a bit too hard-hitting. But we got results.

I don’t believe in sleazy political attacks that cheapen public discourse and insult the

voter’s intelligence. I do believe in drawing a clear distinction between my client and his

opponent within the truth. I believe in a rapid-response approach to any accusation or

attack on my client. I never, as the saying goes, bring a knife to a gunfight.

My most notable campaign was the 2002 mayoral election battle between Councilman

Cory Booker and Mayor Sharpe James. The bruising race drew national attention; my

communications campaign for the challenger made an impact that almost upset the

powerful incumbent. The 2006 race saw a historic sweep of the entire Booker slate into

office largely due to a targeted print campaign I created.

The following pages contain samples of campaign materials I have created for my clients.

Each section contain samples for each phase of a typical campaign, with a brief narrative.

WHAT I DOHOW I DO IT

KEITH ROYSTERCAMPAIGN GRAPHICS AND COMMUNICATIONS

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This poster and campaign identifiers were part of a presentation to announce Cory Booker’s run for Mayor in 2006. The slogan “Our City, Our Future, Our Time” was written to counter the notion that Cory was “an outsider”. The movie poster look was intended to break away from the conventional layout most campaign posters have.

ROLL OUT


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On June 5th • Vote Essex County Democratic Party, Inc.

• Serving residents as Irvington Councilman and Essex County Freeholder to address their needs in housing, education, health, recreation and quality of life

• Worked to increase open space and recreational facilities for kids

• Represented Block Associations in Irvington in the Anti- Crime Ceasefi re and Safe Haven Initiatives

• Working with the Board of Education to maintain Abbott funding mandates for school facilities

• When elected, will serve in ONE elected offi ce utilizing over 20 years of legislative experience and good working relationships with mayors, municipal offi cials, community organizations and citizens

• Committed to continuing and building on the legacy of her late husband The Hon. Donald K. Tucker

• Executive Director of The Centre Inc. (Day Care/Child Care/Senior facility)

• Actively working to insure the safety and education of our children and providing proper senior services

• District Leader in Newark South Ward, District 46

• Active member of the NAACP

• Deaconess at The First Baptist Church in Nutley, NJ

• Newark resident since 1966

• Retired from Newark Housing Authority as Assistant Director

• Vice President, Essex County Freeholders

• Former 2 term Assemblyman

• Supports continuation of Educational Programs for students through continued increases in funding for districts

• Will continue to work with local mayors, elected offi cials, community groups, and citizens to improve quality of life issues and problem solving

• Has championed causes for families and children for over 30 years (safer neighborhoods, better schools, new state of the art crime lab, and against gang violence)

• Supports tax rebates to be directly paid to senior citizens and individual taxpayers

Democrats For Change28DISTRICTth Endorsed by:

Essex County ExecutiveJoseph DiVincenzo

Newark MayorCory A. Booker

Irvington Mayor Wayne Smith

Belleville MayorRay Kimble

Bloomfi eld MayorRay McCarthy

Members of the FourCommunities’ Councilsand Boards of Education

Essex County Board ofFreeholder President and Newark Central WardDemocratic ChairBlonnie Watson

Belleville Democratic Chairand First Ward CouncilwomanMarie Strumolo Burke

Bloomfi eld Democratic Chair Peter Strumolo

For New Jersey Senate For New Jersey Assembly For New Jersey Assembly

Paid for by the 28th District Democrats, R Hasan, Treasurer

This piece for a slate of candidates for the New Jersey Senate and Assembly. The piece contains their bios, endorsements and voting information in one mailing.

ROLL OUT


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CENTRALWARD

LEADERSHIP

E F

It’s time fornew energy, passion and ideas

in our community.

Tired leadership should retire.

Together

we

canbring

theC

entralWard

back.

Call1-973-242-3001

Findouthow

youcan

helpm

akea

changein

ourcom

munity.

60P

arkP

laceN

ewark,N

ewJersey

07102

Paid

forby

Booker

Teamfor

New

ark,E

lnardoW

ebsterII,Treasurer

A Life ofAchievementand Service

orn and raised in the City of Newark,Dana Rone is a product of Newark’spublic housing and public school

systems. Dana is a well-known advocatefor low-income housing residents and over44,000 children who receive their educa-tion in the Newark Public school system.

Dana is a graduate of Arts High, one ofthe district’s most successful magnetschools, and St. John’s University (StatenIsland Campus) where she majored incomputer science and mathematics.

In 2000, Dana was elected to the NewarkPublic school board and ran for theNewark City Council as a member of theBooker Team for Reform in 2002. In 2003,Dana was reelected to the Newark PublicSchool Board, receiving approximately11,000 votes. She made history by receivingmore votes than any candidate in a schoolboard election in New Jersey.

Dana is now a consultant for ExcellentEducation for Everyone, where she fightsfor the right of urban children to receivethe thorough and efficient education thestate constitution demands, and increasedoptions and competition, via schoolchoice, to improve public education in thestate’s 31 Abbott Districts.

Dana Rone

B

These two opening handouts introduced a young challenger to the ward she would lead, beating her better-known opponent . The handouts highlighted the lack of leader-ship in the ward, and the challenger’s willingness to fill that gap.

INTRODUCTION


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WHERE IS OUR LEADERSHIPIN THE SOUTH WARD?

It’s time fo

r a N

ew

Vo

ice

in th

e S

ou

th W

ard

.C

all 9

73

-64

5-1

55

7n

ow

or g

o to

ww

w.o

scars

jam

esii.c

om

an

d fin

d o

ut

ho

w y

ou

can

mak

e a

diffe

ren

ce

in th

e

So

uth

Ward

.

It’s time for aNew VoiceNew LeadershipNew Ideasin the South Ward.Meet Oscar James II:a fresh voice for changein our community.

It’s time the South Ward had a voicein City Hall willing to say, “Enough isEnough”. For too long we have beenprisoners in our own homes, afraidto walk the streets at night. OscarJames is that voice.

It’s time for answers, not more tiredexcuses. We need to restore law andorder in our community. Personalsafety is the most important priorityin the South Ward today.

Oscar James is the fresh leadershipwilling and able to take up the fightagainst crime in the South Ward. Weneed someone able to create betterrecreation for our children and getthe resources we need to encourageeconomic growth for our citizens.And, we need someone able torepresent us downtown to save theSouth Ward.

Oscar James is the fresh voice we needto get things done in the South Ward.

555-557 Clinton Avenue

New

ark, New

Jersey 07108

U.S

. PO

STA

GE

PA

IDB

ULK

RA

TE

PE

RM

IT# 398

NE

WA

RK

, NJ

WHERE IS OUR LEADERSHIPIN THE SOUTH WARD?

It’s time fo

r a N

ew

Vo

ice

in th

e S

ou

th W

ard

.C

all 9

73

-64

5-1

55

7n

ow

or g

o to

ww

w.o

scars

jam

esii.c

om

an

d fin

d o

ut

ho

w y

ou

can

mak

e a

diffe

ren

ce

in th

e

So

uth

Ward

.

It’s time for aNew VoiceNew LeadershipNew Ideasin the South Ward.Meet Oscar James II:a fresh voice for changein our community.

It’s time the South Ward had a voicein City Hall willing to say, “Enough isEnough”. For too long we have beenprisoners in our own homes, afraidto walk the streets at night. OscarJames is that voice.

It’s time for answers, not more tiredexcuses. We need to restore law andorder in our community. Personalsafety is the most important priorityin the South Ward today.

Oscar James is the fresh leadershipwilling and able to take up the fightagainst crime in the South Ward. Weneed someone able to create betterrecreation for our children and getthe resources we need to encourageeconomic growth for our citizens.And, we need someone able torepresent us downtown to save theSouth Ward.

Oscar James is the fresh voice we needto get things done in the South Ward.


New

ark, New

Jersey 07108

U.S

. PO

STA

GE

PA

IDB

ULK

RA

TE

PE

RM

IT# 398

NE

WA

RK

, NJ

The lack of leadership in Newark’s South ward created an opening for an effective mailer for a young challenger to defeat an entrenched machine.

INTRODUCTION


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In 2005,100 Newarkerswere murderedon our streets.

Who’s Next?

The Central Ward has many children, but none to spare. It is time to take back our streets.

60 Park PlaceNewark,New Jersey07102

VOTE LINE

C-23

In 2005,100 Newarkerswere murderedon our streets.

Who’s Next?

The Central Ward has many children, but none to spare. It is time to take back our streets.

60 Park PlaceNewark,New Jersey07102

VOTE LINE

C-23

The violence in Newark’s Central Ward made this hard-hitting mailer an effective tool in the challenger’s bid for the council seat.

ISSUES


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They get free food, cell phones, fruit baskets and big, fat paychecks.

You get the tax bill that pays for it all. On May 14, lets cut the fat in City Hall.

Paid for and authorized by Booker Team for Newark, Elnardo Webster II, Esq., Treasurer

THE NEWARK CITY THEY SPEND TOO

THEY DO TOO AND THEY HAVE BEEN GETTING

TOO WITH IT FOR

ENOUGH IS ENOUGHFriends of Cory BookerP.O. Box 200334Riverfront Plaza StationNewark, New Jersey 07102

It’s Time To Put The Newark City Council

ON A DIET.

This direct mailer was created in 2002 to bring attention to the Newark City Council’s lavish spending habits at the taxpayer’s expense. The anti-incumbent piece drew wide attention and resulted in some councilmembers losing their seats.

ISSUES


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When Sharpe James and Harold Lucastake money from public housing andspend it on the downtown arena...

...whosuffers?

Once again, the needs of the poor and helpless are ignored while the mayor and housing authoritydirector do what they please. Sharpe James and Harold Lucas raided $4 million from the voucherfund to buy landed needed for the downtown arena project, according to the federal Departmentof Housing and Urban Development. As children are forced to eat and sleep with rats and roaches,Housing Authority director Harold Lucas spends $1 million on the renovation of his offices, whichinclude a plasma television, while laying off 84 people. Sharpe James has no problem with themismanagement of resources for Newark’s most helpless citizens. It’s time to put an end to thisabuse of our children and families.

To clean out the rats from public housing, the onesat the Newark Housing Authority must go first.

This graphic flyer underscores the desperate plight of pub-lic housing residents and the strategy of holding the mayor responsible for the horrific condition of public housing because of his position on the new arena.

ISSUES


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A promisefrom Cory Bookerto Newark HousingAuthority residents:

“Newark Housingresidents have a rightto live in safe andsanitary conditions.With the Booker Teamin City Hall, they’ll get it.”

BookerTeamForNew

ark60

ParkPlace

Newark,New

Jersey07102

Newark

HousingResidents

needto

betreated

with

therespectthey

deserve.W

iththe

BookerTeam

inCity

Hall,they’llgetit.

Stop The Newark

Land Grab Now.

This mailer targeted public housing residents to vote for a mayoral candidate who pledged to improve their poor living conditions.

ISSUES


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Let’s fin

ish the job we sta

rtedin

the South W

ard

.V

ote for Cha

ng

e on Ju

ne 13.


New

ark, New

Jersey 07108

Paid for by Booker Team for N

ewark, Elnardo W

ebster II, Treasurer

This mailer was sent in the closing stages o the Newark municipal campaign to end on a positive note after a contentous race.

UPBEAT


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BEASLEYTUCKERCAPUTO

BEASLEYTUCKERCAPUTO

mailerIdeas.indd 1 5/30/07 4:12:35 PM

The mailer was created as part of a GOTV effort at the end of the campaign.

UPBEAT


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Let’svote

forleadershipallNew

arkerscan

trust.

Call 1-973-733-2006Find out how

you can help make a change in our com

munity.

Booker Team

For Newark

60 Park PlaceNewark, New Jersey 07102

Paid for by B

ooker Team for N

ewark, E

lnardo Webster II, Treasurer

SCHEME MACHINEThe Sharpe James and Charlie Bell

They’re using $50 Million of your moneyto fund their retirement account.

Even for Newark,this one is over the top.

The city just agreed to spend $50 million on a vaguely defined effortto subsidize business projects in the city.

It's not clear who will get this money,or why.

But Mayor Sharpe James will be the dominant voice in makingthose decisions.He put himself on the board that will parcel thismoney out,and he has been recruiting the others.

Best of all,his term as a trustee never expires.So if he's beaten inthe May election,or chooses not to run,he will still have this fundto play with.

"The mayor is setting himself up to give money to his friends," saysCouncilman Luis Quintana.

That's a harsh verdict.But a reasonable one.

The mayor these days is busy handing over city-owned lots to hisdeveloper friends at fire sale prices,even in neighborhoods whereland is drawing healthy prices on the private market.The develop-ers are making a killing,while nonprofit groups complain that thecity won't give them land to build affordable housing.

So what will the mayor do with this money?

It's no big leap for Quintana to suggest that it is destined to becomethe mayor's personal slush fund for life.

"We should have at least had a public hearing on it," Quintana says.

Which brings us to another remarkable feature of this deal -- therush to get it done before anyone could take a closer look.

This proposal first came to the city council on Tuesday.It wasapproved on Wednesday.

To watch this council in action can be an alarming experience.

They met Wednesday in a spacious room under a beautiful stained-glass dome on the second floor of city hall.Their high-backed chairssat on a raised platform,giving them a regal position above thecommon folk below.Oil paintings of council members hung on thewalls,adding to the effect.

But when it came time for them to do their jobs,they rolled over.They didn't even ask the basic questions.For example:What crite-ria will be used to decide who gets help? Why have the city's past

efforts like this failed so miserably? Is there a better use for thismoney in a city with so many problems? And so on.

This was vintage Sharpe James.He is no whiz when it comes topublic policy,as anyone who knows Newark can attest.

But you have to respect the man's talent.

If he leaves office this year,he will have basically taken a chunk ofthe city's treasury with him.And this is not small change.

To make sure the council did his bidding,he added a second fundworth $30 million to his proposal.It's as vaguely described as thefirst fund,but the mayor agreed to rules that ensure $6 million willgo to each of the city's five wards.

You could see the council members' eyes light up at that prospect.Now they can go into their elections in May promising new play-grounds and fresh money for local projects.

Even the two councilmen who voted no to the $50 million fund saidyes to this one.

"In principle we should have voted no," says Councilman AugustoAmador."But it's hard to vote no when $6 million is being given to you."

On the sidelines,watching in disbelief,is former councilman CoryBooker,the mayor's young nemesis.Booker ran against James fouryears ago,and is running again this year.

He seems to realize that if he wins,he'll be lucky if the mayor leavesbehind a desk and a chair at city hall.

"This money could have put more police officers on our streets,"

he says.

Maybe so.

But that didn't even come up at the city council's meeting thisweek.

Tom Moran's column appears Wednesdays and Fridays.He may bereached at [email protected] or (973) 392-1823.

© 2006The Star Ledger© 2006 NJ.com All Rights Reserved.

$50M Newark deal is vintage Sharpe JamesFrom March 3,2006 The James Team:

$50,000,000 Gift to DowntownSharpe James and Charlie Bellare going to lose the election in May...so they want to retire with control over50 MILLION DOLLARSand bankrupt Newark.

If they can’t run Newark...they’ll ruin it.

Sharpe James’ plan to create two dummy corporationsand use $50,000,000 of your money to pay for it is a

scheme that Central Ward CouncilmanCharlie Bell is in on.These so-called“community development”corporationswill not be held accountable toNewarkers.The was no public hearingon this so-called plan.This scheme wascreated overnight behind closed doorswithout any input from Newark residents.The plan,says Councilman Luis Quintana,is to “set himself up to give money to hisfriends”.

And Charlie Bell,who has never stood up to the mayoron anything,went along with this plot that could makethe mayor and his cronies rich with taxpayer money.The bottom line is that Sharpe James and Charlie Bellare setting up a power base so they can control

Newark without having to answer to the people.

Newark,don’t take this lying down.Please call,email or fax the Attorney General and complain today.Attorney General Office of Government Integrity609-530-4224 Direct Line • 609-530-4465 Faxe-mail [email protected]

All contacts are CONFIDENTIAL

This mailer which exposed the incumbents’ plan to create a $50 million slush fund after their defeat at the polls.

AGGRESSIVE


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This

isn’t

leaders

hip

...It’s

Follo

wers

hip

.

Star-Ledger cameras caught New

ark Council mem

bers following

Sharpe James to the Governor’s office to propose an illicit deal for

$50 million w

ith no real plan how to spend our m

oney.

These Newark City Council m

embers have alw

ays followed

Sharpe James because they have no vision of their ow

n.It’s

time w

e elected a council with courage and integrity.

On M

ay 9

, Let’s

Elect Le

aders

...not fo

llow

ers

.

Booker Team

for New

ark60 P

ark Place

New

ark, New

Jersey 07102

This isn’t leadership...It’s Followership.

Star-Ledger cameras caught Newark Council members followingSharpe James to the Governor’s office to propose an illicit deal for$50 million with no real plan how to spend our money.

These Newark City Council members have always followedSharpe James because they have no vision of their own. It’stime we elected a council with courage and integrity.

On May 9, Let’s Elect Leaders...not followers.

Booker Team for Newark60 Park PlaceNewark, New Jersey 07102

The mailer was designed to create a distinction between the incumbents and the slate of candidates who eventu-ally defeated them in a clean sweep.

AGGRESSIVE

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YOUR MESSAGE CAN BEMY NEXT MISSION

If your next campaign can use my services, please give me a call at 201-693-7449 or send me an e-mail at [email protected].

News & Politics

Your Message is my Mission