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HomeMy WebLinkAbout2022 Palm Desert RCV Outreach Report 2022 Ranked Choice Voting Outreach Summary Report Compiled Winter 2022 3 Table of Contents Table of Contents .................................................................................................................... 3 Introduction .............................................................................................................................. 4 Dedicated Webpages ............................................................................................................. 6 Design Materials ..................................................................................................................... 8 Logos ............................................................................................................................................ 8 Sample Ballot .............................................................................................................................. 8 Collateral Materials ................................................................................................................ 9 Flyers ............................................................................................................................................ 9 Citywide Mailer ......................................................................................................................... 14 Informational Presentation ........................................................................................................ 17 Animated Video ........................................................................................................................ 19 Social Media .......................................................................................................................... 21 Facebook Posts .......................................................................................................................... 21 Twitter Posts ............................................................................................................................... 26 Digital Advertising ................................................................................................................. 27 Facebook Advertising ............................................................................................................... 27 Google Advertising ................................................................................................................... 30 Radio Advertisements: .............................................................................................................. 34 Press Release ......................................................................................................................... 36 In-person Community Engagement ..................................................................................... 40 Giveaway Items ........................................................................................................................ 40 Summary Table ...................................................................................................................... 41 Conclusion .............................................................................................................................. 42 4 Introduction The City of Palm Desert launched a thorough and robust outreach effort to engage and educate the public on the City’s first-ever utilization of Ranked Choice Voting for the 2022 City Council General Municipal Election. This Outreach Summary Report intends to provide a comprehensive and high-level overview of the outreach philosophy, process and results. Building an Outreach Team The City of Palm Desert built a team of professionals to execute the community outreach component of the project efficiently and effectively. This team included City staff and hired public affairs and marketing consultant Tripepi Smith. These parties met jointly on regular calls to discuss the project and coordinate education efforts. Tripepi Smith helped spearhead and facilitate the outreach process. The City and Tripepi Smith created an outreach plan to ensure that communications properly educated the community on Ranked Choice Voting. All outreach efforts were assisted by the City of Palm Desert’s City Clerk office. Throughout the process, the City contracted with Ranked Choice Voting consultant Democracy Rising. Democracy Rising assisted with reviewing educational outreach materials to ensure the factual accuracy of the content. Channels of Outreach The City of Palm Desert applied a holistic multi-media and bi-lingual outreach process to inform the public about Ranked Choice Voting. These outreach efforts included: ● Webpages ● Design Materials ● Informational Flyer ● Citywide Mailer ● Informational Presentation ● Animated Explainer Video ● Social Media Content ● Digital Advertising 5 ● Radio Advertising ● Press Release ● In-Person Outreach 6 Dedicated Webpages In September 2022, the City of Palm Desert launched a Ranked Choice Voting webpage on the Engage Palm Desert website with the dedicated friendly URL: VotePalmDesert.org. The webpage included Ranked Choice Voting resources, animated explanator videos, frequently asked questions and more. In conjunction with the launch of VotePalmDesert.org, the City launched a Spanish webpage on the Engage Palm Desert website with the dedicated friendly URL VotarPalmDesert.org, with all respective English information in Spanish. The City closely monitored and updated the webpages throughout the process to include additional resources, new frequently asked questions and more. VotePalmDesert.org From September 21, 2022, through November 30, 2022, VotePalmDesert.org experienced 2,800 page visitors, of which 2,300 were unique visitors. VotarPalmDesert.org From September 21, 2022, through November 30, 2022, VotarPalmDesert.org experienced 1,500 page visitors, of which 1,200 of which were unique visitors. 7 Comparison Metrics In 2022, the Palm Desert completed the redistricting process. As part of the City’s comprehensive educational outreach process, the City created English and Spanish information webpages on the Engage Palm Desert website. The following redistricting metrics serve as a benchmark and comparison for gauging traffic to the Ranked Choice Voting webpages. EngagePalmDesert.com/2022-Redistricting From January 1, 2022, through April 30, 2022, the webpage experienced 928 page visitors, of which 611 were unique visitors. EngagePalmDesert.com/MapaPalmDesert From January 1, 2022, through April 30, 2022, the webpage experienced 209 page visitors, of which 192 of which were unique visitors. 8 Design Materials Logos The City of Palm Desert created a dedicated Ranked Choice Voting logo kit. The Ranked Choice Voting logos were utilized on digital and print collateral outreach materials. Sample Ballot The City of Palm Desert created a sample Ranked Choice Voting Ballot in English and Spanish specific to Palm Desert to include on collateral, including flyer materials, mailers, social media and more: 9 Collateral Materials Flyers The City of Palm Desert produced an 8.5”x11” double-sided Ranked Choice Voting informational flyer in English and Spanish. The flyers provided a high-level overview of Ranked Choice Voting and how residents would fill out their ballot in 2022. The City optimized the flyer for web and print, and the flyer was shared in outreach communications, including on the City’s websites, at the farmers market, in the Riverside County Registrar of Voters (ROV) printed guide and on the Riverside County ROV website. 10 English Flyer 11 12 Spanish Flyer 13 14 Citywide Mailer The City produced an informational Ranked Choice Voting 8.5”x11” double-sided citywide mailer. To inform the broadest audience, the City produced the mailer with equal language in English and Spanish. The mailer shared general information on Ranked Choice Voting and how residents could fill out their ballot in the 2022 General Municipal Election. The mailer was mailed to 42,632 addresses via USPS’s Every Door Direct Mail on October 5, 2022, to all of Palm Desert’s postal customers, including residences, businesses and PO boxes. To educate all prospective voters, the mailer was distributed via first-class mail to 958 Palm Desert registered voters who no longer lived within city limits. 15 16 17 Informational Presentation The City produced an informational Microsoft PowerPoint presentation to share in- depth information on Palm Desert’s Ranked Choice Voting process. The presentation was utilized during community outreach meetings and as a resource in an informational video. Presentation Slides (slide order left to right, top to bottom): 18 Presentation Video The City of Palm Desert City Clerk, Anthony Mejia, produced and narrated a short informational video utilizing the Ranked Choice Voting Microsoft PowerPoint. The video provided an in-depth look at the process of casting a Ranked Choice Voting ballot and how votes are effectively tabulated. This video was posted to YouTube and on VotePalmDesert.org. Video Link: https://youtu.be/UfFZeokdWE4 19 Animated Video The City created two short Ranked Choice Voting animated explainer videos in English and Spanish to share digestible information on the Palm Desert voting process. Both English and Spanish videos included burned-in captions for clarity and accessibility. The videos were posted to the websites, shared on social media and promoted through digital advertising. English Video: Link: https://youtu.be/sK-VX7U-bkw 20 Spanish Video Link: https://youtu.be/LsV3ZVGsC54 21 Social Media The City of Palm Desert drafted and posted more than 20 posts to the City’s Facebook and Twitter channels. Each social media post was drafted in English and Spanish with a caption and graphic in the respective language. The total reach for all Ranked Choice Voting posts was 7,102. Social media content included: ● General information on Ranked Choice Voting ● Frequently asked questions on Ranked Choice Voting ● How to fill out a Ranked Choice Voting Ballot ● Ranked Choice Voting Animated Explainer Video ● Links to the City’s English and Spanish Ranked Choice Voting webpages Facebook Posts About Ranked Choice Voting (Posted September 6 & Reposted September 8, 2022) 22 Ranked Choice Voting Website (Posted September 16, 2022) Locate Your District (Posted September 19 & Reposted September 21, 2022) 23 Animated Explainer Video (Posted September 22 & Reposted September 24, 2022) Fill Out Your Ballot (Posted September 28 & Reposted September 30, 2022) 24 General Ranked Choice Voting (Posted October 5 & Reposted October 8, 2022) Learn How to Fill out a Ballot (Posted October 12 & Reposted October 14, 2022) 25 About Ranked Choice Voting (Posted October 19 & Reposted October 21, 2022) New Ballot Look (Posted October 26 & Reposted October 28, 2022) 26 Twitter Posts Throughout the process, the City focused on sharing social media content via Facebook but shared the animated explainer video on Twitter. Animated Explainer Video (Posted September 22, 2022) 27 Digital Advertising Facebook Advertising In addition to sharing posts on Facebook, the City launched a bi-lingual Facebook advertising campaign to enhance the reach of views of the produced social media content. The City of Palm Desert shared three digital ad campaigns that began in September 2022 and ran through the end of October 2022. Throughout the Facebook advertising period (September 28–October 26), the City of Palm Desert saw a 165% increase in Palm Desert’s Facebook Page reach compared to the previous month (August 25–September 25, 2022). The City’s utilization of Facebook advertising also enhanced website traffic. Animated Explainer Video Advertisement (September 28–October 26, 2022) ● Reach: 20,160 1 ● Impressions: 53,934 2 ● Video Plays: 49,356 1 Facebook Ad Reach: The number of people who saw the ad at least once. 2 Facebook Ad Impression: The number of times the ad was on a screen for the target audience. 28 Advertisement Previews: General Information Advertisement (September 28–October 11, 2022) ● Reach: 11,260 ● Impressions: 67,838 ● Post Engagement: 493 ● Link Clicks: 376 Advertisement Previews: 29 Ballot Advertisement (October 19–October 26, 2022) ● Reach: 7,708 ● Impressions: 38,796 ● Post Engagement: 205 ● Link Clicks: 154 Advertisement Previews: 30 Google Advertising In addition to Facebook advertising, the City leveraged Google Ads to share the animated explainer video to a broader audience and bring awareness to Ranked Choice Voting. The City created four separate Google Ads campaigns with English and Spanish representation. Throughout the advertising period (September 29–November 1), the ads experienced 571,000 impressions and 803 website click-throughs. YouTube Ads The City set up YouTube Ads to promote the animated explainer video. English Animated Explainer Video (September 29–November 1, 2022) ● Impressions: 71,854 3 ● Views: 15,4344 ● View Rate: 21.48% 5 3 YouTube Impressions: The number of times the ad was served. 4 YouTube Views: The number of times someone watches 30 seconds or more of the video or someone interacts with the ad. 5 YouTube View Rate: Measures the percentage of people who watched the video after they first saw it. 31 Advertisement Previews: Spanish Animated Explainer Video (September 29–November 1, 2022) ● Impressions: 85,957 ● Views: 23,934 ● View Rate: 27.83% Advertisement Previews: 32 Google Display Ads In addition to YouTube Ads, the City set up Google Display Ads. Google Display Ads are graphical ads for users browsing and interacting with pages on the Google network. The content of ads was created by a preset library of graphics and language; samples are available below, along with the performance metrics: English Display Ads (October 8--November 1, 2022) ● Impressions: 179,049 6 ● Link Clicks: 182 Ad Examples: 6 Display Ad Impression: Each time the ad is shown on a search result page or another site on the Google Network. 33 Spanish Display Ads (October 8--November 1, 2022) ● Impressions: 139,612 ● Link Clicks: 324 Ad Examples: 34 Radio Advertisements: In addition to digital advertising, the City created a robust radio advertisement campaign to reach listeners in the greater Palm Desert Area. The City ran alternating advertisements on the top-performing English and Spanish radio stations from the end of September until the beginning of November. English Radio Advertisements Mix 100.5 (September 15–November 4, 2022) ● Total Spots: 192 Spots ● Net Reach: 67,800 7 ● Impressions: 384,000 8 Advertisement 1 This November, Palm Desert voters will now be using Ranked Choice Voting to elect City Council members! Learn more about the new voting process by visiting VotePalmDesert.org! Advertisement 2 Do you live in the Palm Desert? This November, voters in Palm Desert’s District 2 will use an innovative new process to elect 2 new Council members called Ranked Choice Voting. For more information about the upcoming election and how Ranked Choice Voting works, please visit VotePalmDesert.org! 7 Radio Net Reach: Estimated number of unique radio listeners. 8 Radio Impressions: Estimated number of interactions with radio advertisements. 35 Spanish Radio Advertisements La Ponderosa 96.7 (September 19--October 28, 2022) ● Total Spots: 64 spots ● Net Reach: 31,0000 La Suavecita 94.7 (October 3--November 4, 2022) ● Total Spots: 64 spots Advertisement 1 Este noviembre, los votantes de Palm Desert ahora usarán el Voto Preferencial para elegir a los miembros del Concejo Municipal. Obtenga más información sobre el nuevo proceso de votación visitando VotarPalmDesert.org. Advertisement 2 ¿Vives en Palm Desert? Este noviembre, los votantes del Distrito 2 de Palm Desert utilizarán un proceso nuevo e innovador para elegir a dos nuevos miembros del Consejo llamado Voto Preferencial. Para obtener más información sobre las próximas elecciones y cómo funciona el Voto Preferencial, visite VotarPalmDesert.org. 36 Press Release At the beginning of the outreach process, the City drafted and distributed an informational press release denoting the beginning of the outreach process. The press release was distributed to local news media sources and posted to the City of Palm Desert website. From September 1, 2022, through November 8, 2022, Palm Desert’s Ranked Choice Voting process experienced 96 total media mentions, including news, broadcasts and Twitter. Of the media mentions, Palm Desert had four featured articles on KESQ-TV about the information on Ranked Choice Video, including informational materials like the flyer, the animated video and the sample ballot. Press Release English Innovative New Voting Process Arrives in Coachella Valley Palm Desert Launches New Ranked Choice Voting Information Hub PALM DESERT, CA — Starting with the November 2022 election, Palm Desert voters will begin using Ranked Choice Voting to elect members of the City Council. Ranked Choice Voting is an innovative voting method that allows voters to rank candidates in order of choice. Palm Desert voters will be the first in Riverside County to use Ranked Choice Voting to elect members to the City Council. In order to help voters understand the Ranked Choice Voting process, the City has launched VotePalmDesert.org and a dedicated Spanish website, VotarPalmDesert.org, to provide information and resources on Ranked Choice Voting. 37 Both websites have a Ranked Choice Voting animated explainer video, frequently asked questions, external Ranked Choice Voting resources, and additional information about the November 8, 2022 General election. “Palm Desert residents have seen big changes in the voting process with California’s statewide vote-by-mail shift to our new district-based electoral system. Now, we are implementing Ranked Choice Voting, so we want to ensure our residents have access to information so they can effectively participate in this process,” said Anthony Mejia, City Clerk for the City of Palm Desert. Ranked Choice Voting is a new topic for Palm Desert residents. To help empower residents, the City is rolling out a vigorous community education plan to ensure that Palm Desert voters understand Ranked Choice Voting. VotePalmDesert.org serves as the first step in those plans, with additional print and digital communications to follow. City Clerk Meija urges community organizations interested in Ranked Choice Voting to reach out to him for a presentation at one of their upcoming meetings. In 2022, Palm Desert voters within District 2 will elect two members of the City Council with Ranked Choice Voting. District 2 voters will rank City Council candidates by preference on their ballots. In 2024, Palm Desert voters within District 1 will elect one member of the City Council and voters in District 2 will elect two members of the City Council with Ranked Choice Voting. Palm Desert encourages residents to familiarize themselves with Ranked Choice Voting. For more information on Ranked Choice Voting, residents are encouraged to visit: VotePalmDesert.org. 38 Press Release Spanish Nuevo e Innovador Proceso de Votación llega a Coachella Valley Palm Desert Lanza Nuevo Centro de Información de Votación de Elección Clasificada PALM DESERT, CA — A partir de las elecciones de noviembre de 2022, los votantes de Palm Desert comenzarán a utilizar el Voto Preferencial para elegir a los miembros del Concejo Municipal. El Voto Preferencial es un método de votación innovador que permite a los votantes clasificar a los candidatos en orden de preferencia.. Los votantes de Palm Desert serán los primeros en el condado de Riverside en utilizar el Voto Preferencial para elegir a los miembros del Concejo Municipal. Con el fin de ayudar a los votantes a comprender el proceso del Voto Preferencial, la Ciudad ha lanzado VotePalmDesert.org y un sitio web en español dedicado, VotarPalmDesert.org, para brindar información y recursos sobre el Voto Preferencial. Ambos sitios web tienen un video explicativo animado del Voto Preferencial, preguntas frecuentes, recursos externos de Voto Preferencial e información adicional sobre las elecciones generales del 8 de noviembre de 2022. “Los residentes de Palm Desert han visto grandes cambios en el proceso de votación con el cambio de voto por correo en todo el estado de California a nuestro nuevo sistema electoral basado en distritos. Ahora, estamos implementando el Voto Preferencial, por lo que queremos asegurarnos de que nuestros residentes tengan acceso a la información para que puedan participar de manera efectiva en este proceso”, dijo Anthony Mejia, Secretario Municipal de la ciudad de Palm Desert. El Voto Preferencial es un tema nuevo para los residentes de Palm Desert. Para ayudar a empoderar a los residentes, la ciudad está implementando un vigoroso plan de educación comunitaria para garantizar que los votantes de Palm Desert entiendan el Voto Preferencial. VotarPalmDesert.org sirve como el primer paso en esos planes, seguido de comunicaciones impresas y digitales adicionales. El 39 Secretario Municipal Meija insta a las organizaciones comunitarias interesadas en el Voto Preferencial a comunicarse con él para una presentación en una de sus próximas reuniones. En 2022, los votantes de Palm Desert dentro del Distrito 2 elegirán a dos miembros del Concejo Municipal con el Voto Preferencial. Los votantes del Distrito 2 clasificarán a los candidatos al Concejo Municipal por preferencia en sus boletas. En 2024, los votantes de Palm Desert dentro del Distrito 1 elegirán a un miembro del Concejo Municipal y los votantes del Distrito 2 elegirán a dos miembros del Concejo Municipal con el Voto Preferencial. Palm Desert alienta a los residentes a familiarizarse con el Voto Preferencial. Para obtener más información sobre el Voto Preferencial, se anima a los residentes a visitar: VotarPalmDesert.org. 40 In-person Community Engagement The City made a thorough effort to include in-person outreach opportunities on Ranked Choice Voting. The City engaged with the community at community workshops, community and civic group meetings and community events. Examples of in-person community engagement included: ● Facilitated informational community meetings ● Booth at the weekly farmer’s market with flyers and prizes ● Meetings with Palm Desert’s Homeowner’s Associations ● Presentations at Coffee with the Mayor ● Presentations to Community Affiliate Organizations, including the Rotary Club ● Information shared at concerts in the park ● Information at the Palm Desert October Parade Giveaway Items As part of the in-person outreach effort, the City produced giveaway items with the Ranked Choice Voting logo and website to pass out at events like the farmers market. Giveaway items included bubbles, pens and bags. 41 Summary Table The following table shows the measurable reach for elements of the outreach campaign like views, reach and impressions. The table’s intent is to provide a high- level overview of the collective outreach campaign. (Not all outreach efforts have measurable metrics but information regarding efforts are available in the report above.) 9 Viewable Impressions: The number of times 50% or more of the ad was viewed for 1 second or more. 10 Potential Reach: Estimation of audience that could be listening to the radio ads. Platform Metric Quantity Webpages Views 3,300 Mailer Postal Addresses 43,590 Facebook Posts Reach 7,102 Facebook Ads Reach 39,138 Google Display Ads Viewable Impressions9 218,661 YouTube Animated Video Ads Views 39,400 Radio Ads Potential Reach ~100,00010 Aggregate Reach 351,191 42 Conclusion The City of Palm Desert, with the help of Tripepi Smith, went above and beyond to inform the public about Ranked Choice Voting and empower the community to understand the new voting method to be an informed voter during the 2022 City Council General Municipal election. Throughout the outreach process, the City focused on ensuring information was informative, educational and accessible. The City ensured that all content was produced in both English and Spanish and that digital, print and in-person outreach channels were all utilized to the fullest capabilities. Tripepi Smith greatly appreciates the opportunity to have partnered with the City to inform residents about Ranked Choice Voting.