Coalition to Defeat the Margin Tax Initiative (No On 3) –

April – November, 2014

Coalition to Defeat the Margin Tax Initiative (No On 3)

Northern/rural Nevada Outreach

The Ferraro Group was hired by the Coalition to Defeat the Margin Tax (CDMTI) campaign to grow the Coalition in Washoe County and rural Nevada as well as provide outreach and education to these geographic areas of the state.

GOAL

The goal of the CDMTI campaign was to ensure Question 3, known as the margin tax initiative/education initiative, failed on the November 2014 ballot. In doing so, The Ferraro Group led the charge in helping develop a robust Coalition proving to voters that the effort to stop Question 3 from passes was truly a statewide campaign, representing small and mid-sized businesses, organizations and individuals from urban and rural parts of the state.

In achieving this goal, The Ferraro Group:

  • Led the campaign’s northern and rural Nevada efforts in recruiting Coalition members;
  • Provided regular small and large group presentations to business and civic organizations;
  • Served as a spokesperson for the northern and rural Nevada media;
  • Created a northern and rural Nevada network of “trusted voices” to help amplify the campaign’s messaging;
  • Assisted in coordinating distribution of campaign materials;
  • Provided one-on-one briefings to individual companies interested in supporting the CDMTI campaign.
AUDIENCE

Initial outreach efforts were focused on recruiting business and industry based organizations with larger memberships since these types of groups were likely to understand the gravity of the negative impact should Question 3 pass. Additionally, business affiliated associations had the largest captive audiences and were inclined to join the Coalition without hesitation.

Rural chambers of commerce and development authorities were critical members of coalition building early on necessary to disprove the proponents’ argument that Question 3 was only about ensuring “big business” paid its fair share and that small businesses wouldn’t be hurt.

The second audience group was comprised of individuals whose opinions on Question 3 were more varied. Presentations to these groups were of an informational nature, encouraging individuals to look into the facts. At this juncture in the campaign, consultants and affiliated supporters had already developed a robust, diverse coalition to illustrate that it wasn’t just “big business” saying no.

MESSAGING

The overarching message as to why voters should oppose Question 3 was that the measure was deeply flawed and very costly with no guarantee the new tax would actually increase K-12 education funding levels, and no plan or oversight as to how the funds would be spent.

RESULTS

Question 3 failed by a landslide in all 17 counties in Nevada by 57.48% (21.26% YES, 78.74% NO).

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