home ownership matters
DESCRIPTION
Natasha Lemire-Blair, Director, Commercial Relations, OREA.Matthew Thornton, Manager, Government Relations, OREA.Presentation on Home Ownership Matters to OREA's 2011 Campaign College (April 18, 2011).TRANSCRIPT
Home Ownership MattersTo People… To Communities… To OntarioMatthew Thornton & Natasha Lemire-Blair (April 18, 2011)
2011 Ontario Election• Just 171 days away (October 6th,
2011)• For OREA elections = Opportunity
Issue Based Campaigns
• Harmonized Sales Tax (HST) • Mandatory Home Energy Audits
OREA 2011 Election Campaign
Home Ownership MattersCampaign Goals:1.Include home ownership friendly policies in platforms2.Strengthen support for home ownership at Queen’s Park after 2011 election
Home Ownership MattersWhy Home Ownership Matters works:•Coherent, focused, testable message •Home ownership is politically attractive•Policies are easy to explain and provide obvious benefits
Home Ownership Matters Strategy
• OREA’s Strategy:– Market Research– Communications– Government Relations– Social Media– Member board involvement
Market Research• Ipsos Reid • Measured attitudes of Ontarians
towards home ownership• Results will be used to support
strategic initiatives
Communication Plan
• Press release – April 20, 2011• www.HomeOwnershipMatters.ca• Social media #homeownershipmatters• Online banner advertising:
Government Relations
• Issue Summaries to MPPs• Ipsos Reid research to MPPs• Discuss issues with Liberal, PC and NDP staff
MPP/REALTOR® Reception
• Home Ownership Matters buttons• Ambassadors
Road Map to REALTOR® Success
1. Communication Plan
• Issue template press release (available April 21)• Prepare spokesperson• Issue opinion editorials monthly
2. Run News Paper Ads• Customizable• Simon Leung – OREA’s
Marketing Department• August to September or
July to September if budget allows
3. Meeting with Candidates• Most candidates will be
nominated by August• Introduce board to candidates• Present policy proposals
1. Increase LTT rebate2. Permanent Ontario Home
Renovation Rebate3. Reintroduce Home Energy
Efficiency Retrofit Rebates
4. Candidate Survey• Present survey at
candidates meeting or send by mail
• Download template from website
• Inform candidates what you plan to do with survey results
5. Candidate Debate/Breakfast Meeting
• Discussed in detail in REALTOR Guide to Elections
• Greg Owen, President of Pathfinder Strategic Counsel
• Media and candidate attention to the Home Ownership Matters campaign and issues
Conclusion• The success of Home Ownership Matters depends
on YOU!• If boards do 3 out of 5 initiatives our campaign will
make a difference...
HomeOwnershipMatters.ca
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Available on April 21, 2011
September 2011
Wed. April 20, 2011
As it happens after Wed. April 20, 2011
HomeOwnershipMatters.ca• Mobile site is fully
accessible from any mobile device (eg. iPhone, Blackberry, Android, etc)
Questions
Campaign and Web Site Support:– Matthew Thornton: 416.385.6624 or [email protected]– Natasha Lemire-Blair: 416.442.5452 or [email protected]
Web Site Technical Contact:(EG. Assistance with banners, widgets, badges, etc)– Georgia Sapounas, Community Manager 416.445.9910 ext. 224 or [email protected]
Help!
Thank you…
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