A 2018 California voter initiative would have rescinded the Costa-Hawkins Act that exempted some properties from rent control as a matter of statute. The proposition was well funded and would have counterintuitively reduced rental supply by forcing many smaller property owners out of the rental market. We were retained by an Association supporting property owners to make the “No” case on this proposition. Some of our steps included:
- Issue and sentiment analysis helped in defining the best messages and highest propensity voter clusters for each. We also studied geo voter clusters to find high propensity potential voters with lower voter registration rates.
- Created a microsite to present the clustered messages, with matching social media channels and testimonials.
- Prepared and executed online ad campaigns in social media and search to reach the highest propensity voters.
- Advised field and grassroots leaders on messaging and techniques for get out the vote efforts.
- Created a rapid response social media center to counter misinformation presented online.
Outcome
Prop 10 was roundly defeated at the polls.
*Certain details are withheld or changed to protect the confidentiality of our clients, without altering the key steps or outcome significantly. Outcomes are highly specific to individual circumstances.
