COMMUNICATION PLAN FOR 2010 PHILIPPINE AUTOMATED ELECTIONS I.

Objective
To assure the public that the decision made by Comelec choosing Smartmatic over the other bidders was the right one and to make the public accept the choice. To make the public and stakeholders gain confidence in Smartmatic as the most qualified provider with the ability to achieve a successful project.

II. Strategy
a. Educate targeted stakeholders with automated system via easy-tounderstand, interactive (‘hip’ in both urbanite and rustic settings) voter education campaign anchored on strategic onsite demonstrations and national slogan “Iba Na Ngayon!; It’s Better Automated.” b. Partner with electoral watchdogs, NGOs and advocacy groups, including media advocacy movements such as ABS-CBN’s Boto Mo, iPatrol Mo, Ako ang Simula, etc. c. Visibility in all strategic media, both traditional and online, to inform public, and all key stakeholders of automation process, and implementation updates. d. Fine-tune and standardize key messages emanating from Comelec and Comelec and Smartmatic-Tim. Initiate stakeholder/media training program to equip frontliners with necessary competencies (e.g. staying-on-the message, presentation skills, media relations, crisis communications, etc.) e. Project COMELEC’s commitment to a successful electoral exercise (a reformed institution—proved itself in ARMM elections), and Smartmatic’s solid credentials. f. Amplify Smartmatic’s credentials in past projects and its solid experience in automated elections due to its state-of-the-art technology and experienced personnel. g. Project Smartmatic as a credible, honest, and reliable “partner” in this historic event of automating 100% of the voting centers in the country. h. Remind the public of Comelec’s wise decision in switching to electronic voting, the first important step against electoral fraud in the country. i. Inform the public on the automated election process. j. Update stakeholders (government/ Comelec/ BEIs /technical support/ NGOs) and the people on the progress of the project.

III. Target Audience
• Youth (17-35 age range): vanguard messengers in the growing online/infotainment community whose voice will decide whether this system should be championed or not. Interest is extremely challenging to attract and/or sustain. Government, particularly the Department of Education (DepEd) personnel who will be tapped to oversee the 2010 polls, and the Armed Forces of the Philippines-Philippine National Police(AFP-PNP) who are tasked to secure it. Integrated Bar of the Philippines (IBP), whose members will be in the forefront of electoral inspection and protest in the 2010 polls. Non-Governmental Organizations, particularly electoral watchdogs such as Namfrel, PPCRV and other governance organizations Local Government Units, particularly League of Mayors and Governors, whose trust and cooperation is crucial to a successful electoral exercise Traditional Tri-Media (with emphasis on special journalist organizations and selected influence-holders in print, radio and TV, and their respective in-house advocacy movements), the foreign media (FOCAP), and online media. Business Community Diplomatic Community General Public The world and potential nation-clients

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IV. Key Messages
Smartmatic • Smartmatic helps societies become more efficient and transparent through technological innovations. • Smartmatic guarantees successful electoral projects and legitimate results with the most accurate audited voting technology and experienced personnel. • Smartmatic guarantees successful electoral projects and legitimate results with the most accurate audited voting technology and experienced personnel. • Smartmatic’s experience in Latin America, the United States, the Caribbean, and Mindanao prove that it has the skills and knowledge to carry out missioncritical projects that make it uniquely qualified for the 2010 elections. • Smartmatic has combined its expertise with the local experience and knowledge of Total Information Management (TIM). • Smartmatic has neither negative record of any wrongdoing nor any legal issues/ impediments anywhere in the world as to its core business.

The technology • Voting is quick and easy like playing Lotto. It is an enhancement to the paperbased system. • The transmission of results from the Automated Counting Machines (ACM) ensures there are no count inconsistencies. • After a voter casts his choice, there is no human intervention whatsoever in the process of counting, tallying/canvassing, transmission, and proclamation. • Say goodbye to dagdag-bawas. With the new fool-proof system, there will be no chance to manipulate any vote, period. • With this technology, counting and canvassing procedures are completed fast. • The elections are transparent because the Automated Election System (AES) is secure, reliable and auditable. • The electronic voting technology encourages the participation of the people. In places such as the ARMM, for example, participation has grown significantly when it was implemented . • Smartmatic’s ACM is the most reliable, transparent auditable voting system available in the world. • More than 150 million votes have been cast with Smartmatic’s technology,. • Smartmatic is a global provider of voting products/services and technological solutions that complies with standard business ethics and rules. Reliability and truthfulness of the ACM and the Election Day Management Platform (EDMP) and the Real-Time Electoral Information System (REIS). About COMELEC The leadership of Chairman Melo and all the Commissioners deserve praise for being the first to implement full automation. Comelec’s leadership is committed to improving the election system. Chairman Melo – along with Directors Rafanan and Tolentino with the help of the Advisory Council - made an excellent decision in choosing Smartmatic as the technology provider.

V. Tacticals Phase 1 – Deployment and Pre-Election (Sept. 1, 2009 – May 9, 2010)
A. Organizational (Sept. 1, 2009 – Oct. 31, 2009) • Develop focused media list: • Create an issue inventory on issues for and against Smartmatic, Comelec, National Computer Center, and other members of the Advisory Council. • Draft improved FAQs for spokesmen, the media, and the public.

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Media training for spokesmen and front-liners (Smartmatic and Comelec) Establish linkages with 4 to 5 important prestigious organizations, such as: CARE - The International Foundation for Electoral System and Citizens (with funding support from USAID), National Movement for Free Elections (Namfrel), etc., in order to gain their support as allies. Arrange private meetings with key members of the media. Come up with a coherent media kit, with provisions for continuous press release/issues updates as necessary. Arrange radio/TV interviews, demos, and press conferences. Draft background materials for inclusion in press kit: informational fact sheets on Smartmatic’s technology, how it works, why it is secure. Also, facts about our experience, success cases, and what has been said in favor of our technology. Form blog groups supportive of automating the 2010 National Election with PCOS technology. Publicize the following: Delivery of 20 ACM demo units and software customization; delivery of functional system and software agreement; Source code evaluation; site surveys. Negotiate with malls and other companies for support in terms of space and other matters for public demos of the ACM; Start video documentary about the process in the Philippines, from the beginning to the end. This involves collecting pieces from all the available audio-visual materials showing Smartmatic (i.e., interviews). Monitor any charges or rumor that may emerge and explain to the media.

B. Kick-Off (Nov. 1, 2009 – Jan. 31, 2010) • Sustain efforts of Phase 1A. • Plant column feeds and articles that make the public more aware of the advantages of automated elections systems and gain confidence in Smartmatic’s track record. Sustain the emphasis on Smartmatic helping societies become more efficient and transparent through technological innovations. • Sustain awareness on the advantages of automated elections systems and progress report on the project deployment such as PCOS precinct installations, configuration, and trial runs. Sustain the emphasis on Smartmatic helping societies become more efficient and transparent through technological innovations. • Arrange press conferences on the key message of this phase. Organize radio interviews and commentaries on the advantages of automated elections systems, Smartmatic’s track record, and progress of the project. • Distribute press release and CDs containing the training video of how to vote, and some other information related to the Election (scope, stats, audits, previous experience, etc) in order to orient the media and the public on automated election procedures and technology.

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Stress the benefits of automation for the teachers/ Board of Election Inspectors (BEIs). Launch information/ education program to help BEIs/ voters properly use ACM system. Update public on organization of IT staff assisting BEIs oversee poll precincts. Establish a public ACM demo area in the office for organized tours of students and other groups. Placement of institutional ads for ACM in print and radio. Publicize the following: Delivery of systems; delivery of 82,200 copies of PCOS operating manuals; First and second deliveries of ACMs end of December 2009 (42,000) and at the end of January 2010 (40,000); Testing of systems; Field Test 1 and 2; Comelec systems acceptance; Mock election; TEC systems certification; training of Comelec personnel; public demos; final ballot format; testing of ACMs in actual configuration with the ballots; site surveys. Voters will be interviewed during mock elections, so we can show and share these videos. Election officers and Smartmatic technicians will also be interviewed to highlight the preparations being made for the election. Media familiarization tour of a Smartmatic facility that is to be determined. Monitor any charges or rumor that may emerge and explain to the media.

C. Ramp-up to Elections (Feb. 1 – May 9) • Sustain efforts of Phase 1B • Sustain awareness on the advantages of automated elections systems and progress report on the project deployment such as PCOS precinct installations, configuration, trials, and Sealing Event. • Arrange interviews on the key message of this phase. Organize radio interviews and commentaries on the progress of the project. • Sustain information/ education program to help BEIs/ voters properly use the ACM system. • Update public on organization of 48,000 IT staff assisting BEIs oversee poll precincts. • Publicize the following: Deployment of machines and transmission equipment; Preparation of transmission sites; Training of BEIs for operation and DOST certification; Preparation of voting/counting/canvassing sites; delivery of ballots; configuration of machines, final checking of systems (transmission and sealing); shipping of ballots; Election Day Services and Completion Report; Final Acceptance. • Create Facebook and Twitter accounts and invite journalists, international observers and others to join us. These web pages require daily updating and interesting content & pictures. (Maybe 3 months before the election). • Organize media tours to remote areas so they can report on the deployment/delivery of voting machines to polling precincts. We need to

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define who (journalists, observers) can join us to the Philippines to monitor the election, or at least an election simulation. The message must be: “We are doing everything that is possible to reach all voters, so that they can participate in this historic event.” Draft template press release for election success: To ensure rapid-fire communications on Election Day. Institutional ads for ACM in print and radio. Monitor any charges or rumors that may emerge and address them.

REST OF THE WORLD Define other countries where we want to make noise: the U.S (New York + D.C.), Europe (Brussels, Geneva, Paris, London, Copenhagen), Latin America (Brazil + Colombia), Africa, and Asia. Create a list of the top international news outlets and the names of reporters who cover elections. Touch base with the Foreign Correspondents Association of the Philippines (FOCAP). Create a list of the top international news outlets and the names of reporters who cover elections. Create pitch themes for each international outlet: because the Philippines is not a first-rate issue for most international media outlets, we will need to develop specific pitches that leverage the current news cycle within each country and highlight the breakthrough success on Smartmatic in the Philippines. (It is crucial to highlight the massive preparations necessary to automate the Philippines election). Pitch broadcast b-roll footage (CNN International, CNN Espanol): As long as sharing video footage with news outlets can present technical difficulties and require prep time, we may reach out to stations to assess their interest level and coordinate logistics. Draft op-ed: Write a 750+ word opinion editorial to be submitted to international publications such as Newsweek, (define magazines in Asia) reflecting the evolution of voting and how Smartmatic is bringing democracy/fair elections to new regions. Create Elections Chart: To interest more international news outlets, we may develop a chart on fact sheet comparing elections in so-called “advanced democracies” and younger ones. Using the election as a springboard, this will allow us to develop broader stories on how Smartmatic is changing the election industry. Of course, Antonio Mugica or an appropriate member of the Smartmatic team will need to be available for comment. Draft template press release for election success: To ensure rapid-fire communications on Election Day.

Phase 2 – E-Day (May 10 – May 11)
• Release articles that make the public more aware of the successes of the ACM, the Election Day Management Platform (EDMP), and the Real-Time Electoral Information System (REIS). Sustain the emphasis on Smartmatic helping societies become more efficient and transparent through technological innovations. Publish news on live showrooms for journalists and international observers during election day, to display real-time information about the installation, opening, closing, data transmission and auditing of polling places, as well as live bulletins with partial or final results, as approved by Comelec in the National Support Center (NSC) or at Comelec. National and Local Media coordination and visit to “Showcase Sites”. There will be sites where the media will be brought along with a group of international observers organized by C-Care and other organizations. These sites will be secure areas having practice voting booths and voter education paraphernalia of a voting center. All the watchdogs will be brought along with the international observers to monitor the process on Election Day. Press kits will be distributed containing all available materials (i.e. voter education materials, CDs, press releases, etc.). Show videos filmed during the mock elections (voters, Smartmatic technicians). The media will be brought to the NSC to witness the transmission of the votes and highlight the speed at which these results come in. The key message here is that there is no window of opportunity to cheat because the results are already known within a few minutes after voting. (Risky, so final clearance needed) A press meeting with COMELEC will be held after polls close to announce update and the general success of the election and summarize the main points of the success. Record some testimonials in video. We need them to have excellent sound quality in order to use it in our corporate videos or to send it to the international media. (Not only voters but also authorities or relevant public figures). Photographs of (calm) voting citizens, neatly going through voting steps, in polling centers showing orderliness and efficiency (no long lines, no unruly behavior) would be very useful to use in the post-election phase. Record all positive comments (TV and Radio interviews) we could use after the election. Monitor any charges or rumors that may emerge and address them.

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PHASE 3 - Post E-Day Success Message for RP and the World (May 12 – December 31)
• • • Update public on speed and reliability in counting to canvass results and finally to proclamation. Key message is: Smartmatic’s Latest Success Bolsters its Credentials for Future Projects in the world. Plant column feeds and articles that make the Filipino public, the world, and prospective nation-clients more aware of the success of the SAES1800 and possibly, the Election Day Management Platform (EDMP) and the REIS in helping the Philippines reach a milestone in its political and social history after its second successful automated elections. Arrange media forums and press conferences on the project final report and the advantages that the Comelec will gain in buying the SAES1800 system for the 2013 elections. Organize radio interviews and commentaries if necessary. Make the public aware of the minimized numbers of electoral fraud and violence. Press Releases and all news items will be distributed to national, local and international media agencies (AFP, REUTERS, etc.). Also, through Business Wire distribution services. Pursue outstanding leads: Follow up with reporters and outlets that have expressed interest in writing a story about the election but have yet to do so or need additional information. Show documentary about the process in the Philippines, from the beginning to the end. This involves collecting pieces from all the available audio-visual materials showing Smartmatic (i.e., interviews). Arrange for Smartmatic international roadshow of Philippine success story for marketing purposes. Monitor any charges or rumors that may emerge and address them. Make the public aware of Smartmatic computer-donation CSR thru the Thanksgiving Party and the three Miss Universes and their advocacies.

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