Case Study – PCTPA

In late 2013, FSBPA was retained by the Placer County Transportation Planning Agency (PCTPA) to establish foundational groundwork for a potential transportation sales tax measure in 2016. Like many other counties across the state, Placer was not immune to a crippling shortage in transportation funding. It is no longer fiscally practical to rely on federal and state monies to fund local transportation projects. California counties need to self-fund transportation projects in order to accommodate and properly plan for growth.

FSBPA worked in lockstep with PCTPA leadership developing and implementing a multi-phase communications, outreach and education program aimed at key county elected officials and business leaders that discussed local transportation infrastructure accomplishments, projected county population growth, developed and presented an expenditure plan to meet future transportation needs and made the case for local funding and management. The program was based in proprietary research that was conducted to take voters’ temperatures as it relates to a potential self-funding ballot measure. FSB not only developed and managed the communication and education phases of the program, but intimately managed the research phase as well. Working with the California Alliance for Jobs and the North State Building Industry Association, FSB also developed the funding mechanism for the effort once it transitioned to a privately funded advocacy campaign.

FSBPA and PCTPA created a “Roadshow” presentation that leadership made throughout the County at key chambers of commerce and other business groups, community clubs like the Kiwanis, Rotary and Lions, and to local elected officials. The outreach effort went directly to potential sources of opposition on both ends of the political spectrum including the Republic Party of Placer County, the Nor Cal Tea Party, and the Placer County Chapter of the Sierra Club.  By the end of the public outreach program, PCTPA had delivered the presentation to hundreds of Placer County groups reaching thousands of residents.

In the time FSBPA was on retainer with PCTPA, support grew to 63 percent. In 2016, PCTPA decided to place a measure on the ballot as Measure M. FSBPA also had the privilege of managing the Measure M campaign. While failing to reach the needed 2/3 threshold, it did manage to get nearly 64 percent of the vote in uber conservative Placer County in an election that was dominated by Republican wins, including the shocking Presidential race. It should also be noted that Measure M garnered 69 percent of the vote in south Placer County precincts in Lincoln, Rocklin, Roseville and West Roseville.

In 2018, FSBPA was again retained by the agency to develop a public outreach program around a Legislative solution which entails forming a special district centered around the greatest need. Sales tax revenues would be generated and locally managed within this district. An integral part of the public outreach program which includes traditional and non-traditional methods of outreach such as movie theater advertising, electronic billboard advertising with a reserve as well as hyper-local, geo-targeted digital advertising, also includes a full Legislative Advocacy program which included organizing hearing testimony and obtaining support letters from a diverse group of supporters representing Labor, Tourism, Business, Education, Health Care, and Elected Officials.

Don’t Stop Here

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