Case Study: No on Amendment 72

Challenge

Novitas Communications was charged with developing content for publication and media use, with media outreach, and with attending events on behalf of the campaign.

About

Amendment 72 would have allocated $315 million per year into Colorado’s Constitution, requiring another statewide vote to change even if the programs funded were ineffective or faced waste, fraud, or abuse. It would have locked in hundreds of millions for undetermined programs, with most funds going to grants without established guidelines, offering little accountability and oversight. Voters deserved transparency on how their hard-earned money would be spent to ensure responsible stewardship.

Solution

Novitas developed media plans, scheduled editorial board meetings, and distributed daily media clips. Novitas assisted with the approval process of each of the documents.

Novitas primarily worked with members of the coalition. When needed, Michelle Lyng would participate in radio interviews and speak with other members of the media about the campaign, adhering to approved messaging. At the end of the campaign, Lyng participated in a round of interviews on conservative radio up and down the I-25 corridor to remind conservative voters to vote no on Amendment 72 and to turn in their ballots.

Campaign materials developed:

  • Fact Sheets (five)
  • Sign-Up Sheets
  • Poster Boards
  • Vinyl Signs
  • PowerPoint Presentations
  • Coalition Sheets

Media Materials Developed:

  • Letters to the Editor (35)
  • Op-Ed Pieces (35)
  • Media Statements
  • Editorial Board Presentations
  • Media Plans, as needed

Results

Amendment 72 was defeated 53.06% to 46.94%

Through campaign outreach to individuals across the state, letters to the editor and op-ed pieces written by Novitas were published in many different papers and publications across the state. In an unusual occurrence, Amendment 72 editorial boards were evenly split on the issue. The only ed board that did not endorse our position that we thought would come out as a “no” on Amendment 72 was the Colorado Springs Gazette, which Phil Anschutz, a contributor to the proponents, owned.

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