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Strategy proposed for vote on new police station
(by Barbara Christian - January 28, 2010)
Strategy proposed for vote on new police station
By BARBARA CHRISTIAN
To pass a bond issue for the Chagrin Falls Police Department, the message must be simple, according to an elections strategist who spoke Monday to Village Council. According to council's plans, the the issue will be on the ballot for the third time, either in May or November.
Galen Schuerlein, vice president of Burges and Burges Strategists, said the need has to be understandable, stated clearly and concisely and presented with fewer words and more photos.
There was no decision to hire Burges, and no fee was discussed publicly.
However, Councilman Dwight Milko said it would cost at least $5,000 and that taxpayers' money cannot be used. Funds would be raised privately through the Friends of Chagrin Falls Police.
During her presentation, Ms. Schuerlein suggested that the village play to today's shorter attention spans by developing a strong, brief and simple message. That means fewer words and more photos, she said.
Describing herself as "a problem solver," Ms. Schuerlein said the message to voters must be to identify the need and reasons why the old police station is not working.
If hired, the company would begin its work on the campaign eight to 12 weeks prior to the election.
Ms. Schuerlein said early voting has grown in popularity and has been estimated at 30 percent to 50 percent of the final vote. It is therefore wise to get the message out well ahead of election week, she said.
Ms. Schuerlein said, if Burges is hired, it would develop advertising and campaign strategies, a message and how to stay on point, create a question-and-answer document and identify ways to target voters and how to deal with any opposition.
"No one strategy works for every community. Chagrin Falls has a good story to tell," she said. It is how village leaders responded to concerns of voters by reducing the size, scale and cost of the building and how it succeeded in passing the operating levy last November, she said.
Ms. Schuerlein said the only focus now is making sure it is built. "If the need is established, voters will support it," Ms. Schuerlein said.
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