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Trident Solution for Project Moon Raker

Trident Solution for Project Moon Raker

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Published by Abbey B. Canturias
Dominated by traditional-thinking, politically connected families, Cebu City stands as a mountain of variables for political campaigns. The challenges have been observed in several marketing launches of commercial products which needed to be market-tested in the city before Manila and other cities of the country. As a comprehensive, best-effort approach to designing the campaign for the first re-election of Mayor Michael Lopez Rama as mayor in the central Philippine city of Cebu, this document outlines the bases of action, from messaging to vote conversion, delivery, and protection toward consolidation over a 14-month period starting March 2012, under the Liberal Party.
Dominated by traditional-thinking, politically connected families, Cebu City stands as a mountain of variables for political campaigns. The challenges have been observed in several marketing launches of commercial products which needed to be market-tested in the city before Manila and other cities of the country. As a comprehensive, best-effort approach to designing the campaign for the first re-election of Mayor Michael Lopez Rama as mayor in the central Philippine city of Cebu, this document outlines the bases of action, from messaging to vote conversion, delivery, and protection toward consolidation over a 14-month period starting March 2012, under the Liberal Party.

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Published by: Abbey B. Canturias on May 15, 2013
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05/16/2013

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PROJECT MOON RAKERTrident Solution
A Discussion Framework 
Positioning Mayor Michael L. Rama for Re-electionMarch 2012 to May 15, 2013
 
COMPETITION ANALYSIS
Status of perception and preferences if balloting is held March 2, 2012
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Contested SectorsAcross AgeBracketsEst.VoteMassTheatersC/FPotentialNORTHSOUTHMLRTROServices 41-60
163,01287,860 75,15228/3446,94754,609
Industrial 22-40
151,51081,669 69,84132/2849,54342,422
 Youth 19-21
53,12928,631 24,49826/3414,07918,063
Agriculture 41-55
73,14639,430 33,71631/2825,33020,480
Others*UP/FBNRC/SC
81,67944,024 37,65526/3521,07328,669
Total522,476281,614240,862
385/403
156,972164,243
PDP-LABAN sampling survey, March 17–19, 2012; Analysis based on interpolated data from US/UK political sections (2012):Country Sheet for www.cia.gov,CIA World Fact Book (2012): Average Voter Turnout at 78%; C.F. is convention factor
IntroducingCombined Issue Interception,Community Relations, Coalition BuildingAnd PR/Media Relations
RATIONALE
 To lay the ground work for 2013 mayoralty campaign
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SITUATION ANALYSIS
Getting MLR re-elected needs a
STRONG LIFT
from a set of valid issues close to the hearts and minds of the populace—aspirations and dreams to which voters can directly identify themselves to. Through
COMMUNITY ORGANIZING
and
CONSULTATIVE APPROACH
on an indirect, sublime, yet high-impact
ISSUE INTERCEPTION
, we can create and develop a new Social, Politico-Economic, and EcologyDevelopment (SPEED) framework with the direct participation of communities. SPEED will serve as themaster plan of city development, endorsed and supported by men and women in the urban poor, youth,industrial, services, agriculture, and faith-based sections of the local economy. The grass-root voters’ dreams and aspirations become Rama’s own. They will find in Rama a clear reasonto cast their vote for. They become stakeholders, instead of being kibitzers and fence-sitters. Their questfor solutions to their social and politico-economic needs form part of the Rama political agenda.SPEED will serve as the sounding board or an instrumentality for re-echoing our key messages. This holdsthe key to a high-impact, less costly campaign. The how-to’s are shown here under.
Reasons for Action
Voter
perception
tracking data from the US Embassy shows that MLR holds an edge against TRO in termsof incumbency (17.20 percentage points), charisma (6.45 p.p.), and character (3.87 p.p.). These combined advantage of 0.2752, when weighed against an average voter turnout of 85 percent andelector base of 522,476, shows a glimpse of the MLR potential in 143,785 votes. This project is meant tocapitalize on the factors fueling these existing perceptions, as illustrated below.
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