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LABI 2015 Legislative Scorecard: Synopsis - Louisiana Association of Business & Industry

2016 ACE: Award of Excellence

Faced with a $1.6 billion budget deficit, the Louisiana Legislature voted to raise taxes on employers and individuals by more than $600 million in 2015. In response, LABI issued the 2015 Legislative Scorecard to increase member awareness of lawmakers' support for maintaining the size and operations of state government rather than growing the economy and creating jobs. Supported by an integrated marketing campaign, including advertising, public relations and social media, LABI generated significant awareness of key state economic and governance issues and created a valuable resource for members to assess legislators' voting records in advance of statewide gubernatorial and legislative elections.


Date: July 21, 2016
Organization: Louisiana Association of Business & Industry
Chamber Website: http://www.labi.org
City: Baton Rouge, LA
Community Peer Group: State Chambers
Revenue Category: $2,000,001 and up

LABI 2015 Legislative Scorecard: Synopsis - Louisiana Association of Business & Industry

Synopsis:

Faced with a $1.6 billion budget deficit, the Louisiana Legislature voted to raise taxes on employers and individuals by more than $600 million in 2015. In response, LABI issued the 2015 Legislative Scorecard to increase member awareness of lawmakers' support for maintaining the size and operations of state government rather than growing the economy and creating jobs. Supported by an integrated marketing campaign, including advertising, public relations and social media, LABI generated significant awareness of key state economic and governance issues and created a valuable resource for members to assess legislators' voting records in advance of statewide gubernatorial and legislative elections.

Media
The campaign components include:

  • Scorecard: A comprehensive report detailing votes on specific legislative items prioritized by LABI.
  • Advertising: An ad campaign on a conservative blog to draw attention to the scorecard. Every ad directed audiences to visit a new webpage – labi.org/scorecard – designed to provide users with valuable information and direction before the elections.
  • Public Relations: A strategic public relations strategy to deliver earned media coverage of the scorecard in statewide print, web and radio news outlets. With the launch of the scorecard, LABI issued a news release and conducted media outreach to target publications and radio stations.
  • Website: Online support for the scorecard including the new webpage – labi.org/scorecard – tied to the ad campaign and visibility for the publication on the homepage of LABI's website.
  • LABI Communications: Support for the campaign through LABI's numerous communications vehicles including its member e-newsletter, blog and social media pages.

Objectives
The objective of the campaign was three-fold: to increase member awareness of key state economic and governance issues in advance of two statewide elections; provide members with an ongoing resource to easily measure legislators' voting records; and hold lawmakers accountable for their legislative actions.

Target Audience
The scorecard targeted two primary audiences, LABI members and legislators. The campaign also aimed to reach registered Louisiana voters in all 64 parishes.

Evaluation/Measurement
The scorecard succeeded in achieving the program's objectives. First, the campaign helped to significantly increase member awareness of state economic and governance issues before the October Primary and November General Election. The publication generated earned media coverage in Biz Magazine, The Greater Baton Rouge Business Report, The Advocate, The Associated Press, The Times-Picayune, and TALK 107.3 Radio, among many others. In addition, WVLA-TV publicized LABI's logo and candidates' scores in the final statewide gubernatorial TV debate Nov. 16.

Throughout the campaign, LABI highlighted the scorecard in its member e-newsletter (circulation 3,198), blog and through LABI's social media presence on Facebook and Twitter. Together, these efforts generated an additional 3,963 impressions. In total, the campaign resulted in more than 56,874 impressions through advertising, public relations, online and social media strategies.

LABI's scorecard achieved the objective of creating a resource for members to evaluate the performance of the Legislature. All scorecards to date are permanently posted to LABI's website and serve as an ongoing tool to gauge the business friendliness of legislators. LABI continues to reference and highlight the scorecard in its ongoing advocacy efforts and member communications.

Finally, the scorecard is helping to hold lawmakers accountable for their legislative actions. Numerous legislators have commented when taking a position on specific issues that they expect their score to either increase or decrease because of their votes.

Budget
LABI developed, produced and executed the campaign at no cost leveraging staff resources. LABI acknowledges its board of directors and issue council members, who provided guidance and counsel throughout the campaign.

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