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 How To Conduct a
Campaign
A Step By Step Guide
Participating
in a "Go Slower" campaign is easy.
Conducting a campaign is a bit more
involved.
Listed below are the recommended steps that should be followed in order to
conduct a successful campaign.
1) First and foremost, a successful campaign
must have a champion. Someone in a neighborhood must be motivated enough to make things
happen. Depending on the size of your neighborhood, this may require two
or three champions. I call these champions "Campaign
Managers".
2) If you have a neighborhood association, I recommend that the
association be the official sponsor of the campaign but this is not a
requirement. I believe that a campaign has a better chance of success if
more people are involved in the planning process.
3) Decide who will fund the campaign. The out-of-pocket charges for the
signs are about $6 per sign, depending on quantities. If you live in
Greenwood Village, CO, the City has agreed to buy the signs and make them
available at no charge to any neighborhood wanting to conduct a campaign.
Click here for Greenwood Village contact
info.
4) The planning group needs to select a time for the campaign. I believe
the best length is eight days, starting on a Saturday and ending on a
Sunday. A short campaign conducted once or twice a year is more effective
than a long campaign. If you live in Greenwood Village, make sure that you
coordinate with the Village so that the signs are available; other
neighborhoods may have already reserved them.
5) Compile a roster or list of potential homes. Most Home Owner's
Associations will have a neighborhood directory, including email
addresses. An email with an attached description
of the "20 Is
Plenty!" campaign is the
easiest way to get participation. Click here for a description of the
"Go Slower"
campaign. Expect a 50% response rate from an
email. If you don't have a list to begin with, the next best option is
"shoe-leather research". Explaining the campaign door-to-door is
most effective and the best way to get a high participation rate.
6) The success of a campaign is directly related to the participation
rate. A neighborhood with 90% of the residents participating is far more
effective than a neighborhood with 30% participation. Greenwood Village
requires that a resident give a positive affirmation of participation
before a yard sign can be installed on a lawn. So it's important that
follow-up calls or visits be made to residents who have not replied to a
letter, flyer or email. Just because a resident has not responded does not
mean that they do not want to participate; but you must get a
"yes" before you can install a yard sign. Our experience is that
if the campaign managers are diligent, a 90% participation rate is
achievable.
7) If you live in Greenwood Village, you can pick up the signs from the
city several days before the start of the campaign. The campaign managers
are responsible for installing the signs at the start of the campaign and
removing them at the end of the campaign. I do not recommend that the
home owners install their own signs because it is unlikely all of them
will be installed. One key feature is to make it easy to participate; the
home owner just has to agree to have a sign installed. Everything else is
handled by the campaign managers.
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Greenwood Village