On the heels of a losing campaign in March 2005, Bascom Communications & Consulting, LLC’s (BCC) communications team was hired in 2007 to be the lead, topline communications consultants for the Miami-Dade horse and dog tracks and Jai-Alai frontons for the January 2008 local referendum. Focusing on an aggressive earned media push, one-on-one desk-side briefings and covering reporters in the region (print and TV), BCC’s communications team, led by Sarah Bascom, was able to garner positive, front-page, earned media coverage that was heralded as one of the reasons the campaign was a success the second go-round.
The communications team crafted the targeted messaging based on focus groups and polling data and oversaw every aspect of the written material for the campaign to ensure proper message articulation. From radio and TV ads, direct mail and absentee chasers, live debates and earned media interviews, and GOTV rallies and endorsement announcements, the on-the-ground communications team supervised all communications and public efforts, ensuring seamless message delivery. In the end, the campaign won, garnering more than 67 percent of the vote – a result of staying on message, strategic planning and activation, and hard work by all campaign team members.