Paid Internet Advertising

There are a plethora of anti-merger pages currently on the Internet. There is, however, no central, official website. A slick and well designed Internet presence on the Web will help the coalitions position by giving the group a consistent virtual presence. A centralized website, with a controlled, strategic message, and accurate information is an important informational tool. It is both a communications tool for members and for the community at large.

The website will be professionally designed with sections for the Media, Grass Roots Supporters, others who may be interested in the issue. In terms of information, the site will contain the best, latest, and most up to date information. The site needs to allow for local groups to update info easily, while providing a common look. This may be accomplished by assigning regional webmasters. By updating the site often, the website will assist in an overall goal of keeping the issue alive in the media, by helping to put out new information to the media about the issue, that will generate coverage on the issue.

A good Internet site needs to be interactive. Many devices can be employed on the page to stimulate media coverage of the site, and to boost usership and awareness. Interactive scripting, multimedia and tools will be employed. A fun and interactive municipal quiz should be set up to educate the membership. Other features may include links to independent information on the mergers, which show a negative impact. There will be FAQ's, and searchable information databases on the site.Some examples of interactively include the use of an "unfairness" tax bill counter. The user enters their postal code, and some variables, the bill uses a new "mill–rate formula" and calculates what they would now pay in tax under a merged municipality. Another example is that of a taxpayer cost counter, for money lost paying for the costs of the merger. This interactive script tool will show visitors how much the legislation will cost taxpayers.

The use of chat rooms and instant messaging should be used to communicate with interested members and members of the media.  Any protests, TV coverage, etc. should be documented in streaming video or web casts.  This information will be archived on the site.

Email communications, chat, and instant messaging are also useful vehicles by which organizers can effectively communicate with the membership and distribute strategic messages to the media. The site will also facilitate the gathering of member information such as Email addresses and particular interests in the merger issue. From time to time, special events will be announced on the site. Additionally, special lobbying tools, such as a zip code finder to locate a citizen’s legislative representative should be added.

Email lists will be employed in grass roots lobby campaigns, and communication to members at key moments. Monthly Email news bulletins and flash news mailouts will be used through the campaign. Email to members will be targeted strategically based on demographic information (such as electoral district), as well as on the member’s level of interest in the issue, what municipality they are from, or other factors. For example, all members in one region such as Montreal, or one municipality, such as Westmount may be Emailed a message urging them to contact their representative on the issue, while others in another group have a slightly different Email message.

Email lists and newsletters can be as effective in mobilizing the grass roots as the traditional paper based direct mail campaign.  Email newsletters are cheaper than direct mail, and reach a computer savvy audience, which is demographically speaking, well informed.

Promotion of the Internet site is important to the campaign. The website must be made public and publicized as much as possible. The coalition must put its URL on all material released by the group. Promote the URL in search engines. Use devices on website, such as multimedia, to get media coverage of the website, and in tern, the issue.  The purchase of "banner ads" would also be needed to gain maximum exposure on the Internet. Finally, the team should retain an Internet campaign consultant to coordinate the Internet media effort and technical details.