1. Fixing our broken immigration system
A proposal for a national Hispanic
advocacy campaign in 2008
Draft 3
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NDN 2008 Hispanic Media Campaign

2. NDN 2008 Hispanic Media Campaign
The Overview
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NDN 2008 Hispanic Media Campaign

3. NDN 2008 Hispanic Media Campaign
In 2008 NDN is proposing to run a significant national campaign to engage Hispanics in the legislative battle to pass comprehensive immigration reform
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NDN 2008 Hispanic Media Campaign

4. NDN 2008 Hispanic Media Campaign
This campaign, conducted in English and Spanish, would educate and engage the national Hispanic community in this fight, encouraging them to get in the game
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NDN 2008 Hispanic Media Campaign

5. NDN 2008 Hispanic Media Campaign
The non-partisan campaign would be designed to educate Hispanics about the immigration debate, and challenge them to take appropriate actions – calling their legislators, applying for citizenship, registering to vote, voting
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NDN 2008 Hispanic Media Campaign

6. NDN 2008 Hispanic Media Campaign
The campaign will run by NDN, a 501 (c)(4) advocacy organization with a long history of leadership in the fight to reform our immigration system and deep experience in speaking to Hispanics. Extensive collaboration with other organizations will also take place
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NDN 2008 Hispanic Media Campaign

7. NDN 2008 Hispanic Media Campaign
The Campaign
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NDN 2008 Hispanic Media Campaign

8. NDN 2008 Hispanic Media Campaign
The Plan
The campaign will:
cost $5-$10m
It will be national in orientation but will target 5 states – AZ, CO, FL, NM and NV
use the latest in modern media tools, and will be conducted in both English and Spanish
be heavily research driven
drive the message and argument for the rest of the groups working in this space in 2008
will be informed by the media campaigns run by NDN and the New Democrat Network in 2002, 2004 and 2006
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NDN 2008 Hispanic Media Campaign

9. NDN 2008 Hispanic Media Campaign
The Premise
Market research conclusively shows that the immigration debate has motivated Hispanics to a much higher degree of civic engagement. Voting, registration, naturalization and applications for naturalization have all risen dramatically in recent years.
A sustained media effort to educate and engage this community in the national effort to pass immigration reform – complementing the good work planned on the ground – could dramatically increase the Hispanic share of the electorate in 2008 and create a community of informed advocates for reform.
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NDN 2008 Hispanic Media Campaign

10. NDN 2008 Hispanic Media Campaign
Assumptions
In an age of media balkanization and a much more informed consumer, sustained message efforts are most effective when conducted by credible and transparent organizations whose brand and leaders can stand behind the arguments made in the advertising. The NDN brand has been associated with more advertising than any other political brand in this community over the last 6 years, and has been a major advocate for reform.
Unlike 2004, in 2008 the two parties will be engaged in a very intense effort to speak to engage this audience and define their own arguments. NDN’s campaign can build off this intense engagement, particularly in the 5 states which will see the most advertising.
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NDN 2008 Hispanic Media Campaign

11. NDN 2008 Hispanic Media Campaign
The message
The campaign will have two message goals:
educate the Hispanic community about the debate, the issues, the actors, those for and against.
advocate for a set of actions – civic engagement, traditional issue advocacy – that will make reform much more likely in the future.
The exact message framework will be developed by NDN’s team. Partnering groups will have a significant opportunity to weigh in on the process. All messages developed will be able to work in both Spanish and English.
Great care will be taken to ensure that the messages developed adhere strictly to all laws and rules regarding what a 501 (c)(4) can promote.
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NDN 2008 Hispanic Media Campaign

12. NDN 2008 Hispanic Media Campaign
A true campaign
The messaging and argument of the media campaign will be integrated into an intense national communications and earned media effort that will include:
A bi-lingual rapid response “war room” to drive the message daily
A bi-lingual multi-media internet presence to make access to the campaign’s message and argument easy
A very aggressive surrogate effort, both on the ground and using remote media bookings
A private listserv and conference call program to coordinate with local actors who can work to reinforce the campaign’s message
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NDN 2008 Hispanic Media Campaign

13. NDN 2008 Hispanic Media Campaign
The media
Based on the market research, an integrated media campaign will be developed, using all the latest tools promoted by NDN’s affiliate – the New Politics Institute.
It will include television, the internet and web video, radio, mobile phones, social networking sites and very extensive Catalyst-style modeling to develop one-to-one targets.
But because the Spanish-dominant Hispanic community is still very dependent on TV and radio, the mix will still likely be very heavy on TV and radio.
See appendix for ads for some of NDN’s previous media campaigns.
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NDN 2008 Hispanic Media Campaign

14. NDN 2008 Hispanic Media Campaign
The partners
The new Immigration Reform table will consist of NDN, CCIR, Acorn, CCC, CPC and Democracia Ahora.
NDN’s Advisory Board – Henry Cisneros, Federico Peña, etc
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NDN 2008 Hispanic Media Campaign

15. NDN 2008 Hispanic Media Campaign
Timeline
February - Launch war room and Immigration Reform Table
March – begin market research and preproduction, launch bi-lingual internet presence
Late April/May – media campaign begins
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NDN 2008 Hispanic Media Campaign

16. Requirements for success
To meet the aggressive deadlines set in the proposal, NDN will need to have raised and banked $500,000 by the end of January, and $3m by March 1st.
In order to receive monies from outside entities, NDN will require written and legally vetted assurances that the process of soliciting the funds transferred followed all applicable laws and regulations.
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NDN 2008 Hispanic Media Campaign

17. Hispanic Electorate by State 2006 - Percentage of those who voted
*US Census, 2004 election
Source: 2006 Exit polls
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NDN 2008 Hispanic Media Campaign

18. NDN 2008 Hispanic Media Campaign
In the summer of 2006, early signs the immigration debate was changing Hispanics “What is the most important problem facing the Nation?”
Source: NDN Political Fund/LatinInsights Poll, 7/19/2006
Audience: Hispanic Immigrant Voters
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NDN 2008 Hispanic Media Campaign

19. NDN 2008 Hispanic Media Campaign
Hispanics understood what was happening “What is the most important problem facing U.S. Hispanics?”
Source: NDN Political Fund/LatinInsights Poll, 7/19/2006
Audience: Hispanic Immigrant Voters
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NDN 2008 Hispanic Media Campaign

20. NDN 2008 Hispanic Media Campaign
It encouraged participation “How does the debate on immigration affect your intention to vote in the next election?”
Source: NDN Political Fund/LatinInsights Poll, 7/19/2006
Audience: Hispanic Immigrant Voters
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NDN 2008 Hispanic Media Campaign

21. NDN 2008 Hispanic Media Campaign
Turnout soars, increases by 33% Hispanics as a percent of National Vote
Source: Exit polls
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NDN 2008 Hispanic Media Campaign

22. New Democrat Network media in 2004 cont…
“Broken Promises”
“Decades”
“Cambio”
“Train”
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NDN 2008 Hispanic Media Campaign

23. New Democrat Network media in 2004 cont…
“Beware of Bush”
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NDN 2008 Hispanic Media Campaign

24. NDN 2008 Hispanic Media Campaign
NDN media in 2006
“Empty Stadium”
“This is Your Team”
“How Little They Know Us”
“Enganche”
“Two Jobs – Minimum Wage”
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NDN 2008 Hispanic Media Campaign

25. NDN 2008 Hispanic Media Campaign
…And Tancredo
“Consequences”
“New Ad”
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NDN 2008 Hispanic Media Campaign