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Wilmington Broadband Communication Campaign - Kyle Lunt
Wilmington Broadband Communication Campaign - Kyle Lunt
Wilmington Broadband Communication Campaign - Kyle Lunt
Kyle Lunt Public Policy and Administration 697SC Strategic Communications, Media Advocacy and Policy Change Joshua Stearns March 11, 2013
logistical matters. Therefore a critical part of this education campaign should be targeted at making the connections between the benefits of municipal broadband and the issues closest to Wilmington's heart--by fitting our story into the stories that the proud residents of Wilmington care most about. There is also a large amount of empirical evidence to use out there about success stories for communities that have decided to create municipally owned fiber networks (130+ nationwide) such as Chattanooga, Tennessee; Longmont, Colorado; and Leverett, Massachusetts. The Institute for Local Self-Reliance's website, freepress.net, and muninetworks.org are all incredible resources for success stories, facts, costs & benefits, and easily understandable informational videos about the benefits of municipal broadband. It is also likely that once these organizations caught wind of or were contacted about Wilmington's efforts (especially due to my personal connections to Free Press), that we could establish relationships with them as well and they could potentially use our story to engage and inform thousands of their activists nationally, continuing to grow the support of WIN. Blogs and outreaches from these organizations have the potential to reach very large audiences and are great potential resources. Additionally, we'd have the guidance and support of tried and true experts in the municipal broadband struggle such as Broadband Services Manager at Longmont Power & Communications, Vince Jordan, who won the multi-year battle against Comcast to overturn a law in Longmont that prevented the town from turning on the fiber network it had already built and whom I worked with last summer to organize a Colorado in-district meeting. Additionally, Christopher Mitchell, the Director for the Telecommunications as Commons Initiative who has been traveling the country to speak about the correlation between community broadband and economic development could be a potentially valuable asset that we could reach out to via per-established connections at organizations like Free Press. Again, national organizations such as Free Press, the Telecommunications as Commons Initiative, and the Institute for Local SelfReliance are assets that we have on our side. Local community organizations and nonprofits are groups that we hope to have on our side and will develop relationships with by holding private meetings, attending their monthly or seasonal gatherings, and using our local relationships as much as possible. Further external resources include WCTV, Wilmington's community owned television station which is open to the public and could be used to relay informational video content to many people in town, in addition to the abundance of nonprofit organizations available for us to meet and partner with in Wilmington about this initiative, which have a solid and loyal base of Wilmington residents as members that they could in-turn reach out to on our behalf. A goal would be to meet and establish relationships with as many influential Wilmington groups and nonprofits as possible in order to grow WIN support and build our local base through the loyal members of each organization for when it comes time for the town to vote. Additional potential assets include grants that can be applied for, similar to the $40,000 grant Leverett got for its FTTH network from the Massachusetts Broadband Institute. Timing is only a constraint to the point that we need to have at least a few hundred definite supporters of WIN's fight for more innovation through a publicly owned network by the 2014 town meeting in April in order to maximize our chances of capturing a twothirds majority vote. Working against us, we have the incumbent internet service providers in town. The two major ones are Comcast and Verizon, both of which have offices located in Wilmington's industrial parks. These companies have been in town for a long time and despite their less-than-impressive service, may have established some hard-to-break connections, and certainly provide access to a large proportion of Wilmington's population. For example, the Wilmington Chamber of Commerce is one group that WIN hopes to ally with, garnering the support of over 150 local business owners and civic leaders, however the Chamber's very own email address is an @verizon.net address! These large ISPs are likely to organize community members of their own to vote at the down meeting against the municipal network by using unsupported arguments that it would hurt jobs in town and cost taxpayers too much money, when in fact it is quite likely that the fast, cheaper internet speeds would make Wilmington a hotbed for innovative business, boosting the economy, and at the same time saving them more money from reduced service fees than what they would lose from the tax increase involved with building the infrastructure for fiber. Most Wilmington Town Meetings struggle to get the required 150 residents in attendance, but if the incumbent providers successfully convinced a large group to show up in opposition, we might have to unexpectedly raise our goal of 300 supporters to double whatever number of residents they are able to organize. There are also additional ISPs that serve the town including Exede Satellite Internet, Lighthouse Cable Internet, and Broadband Blue Wireless 4G Internet. It is unclear at this point whether these smaller providers would take a strong opposing stance since the added competition of a municipal network would likely bring down the prices of Comcast and Verizon, but it might also take customers away from their own companies. An argument can be made that local providers would endure minimal negative effects since community fiber speeds tend not to go below 50mbps which is offered in Chattanooga at $58 per month--not threatening the market for slower, less expensive speeds that a company like Lighthouse Offers: 20mbps for $30 per month in areas where that is all people want or can afford. Define Your Position: Do you need a plan that will frame, fortify and amplify or reframe the debate? Just note which position you're in here you can figure out the details later. WIN's position in the debate is somewhere between Position 1: Framing and Position 2: Fortifying and amplifying. I would say that on the national level and in certain parts of the country, the debate about municipally owned broadband networks has already been set in motion. There are areas where towns are winning this battle and developing new infrastructure, and there are also states and towns where incumbent ISPs have been able to influence local and state governments to pass law that prevent, or otherwise make it extremely difficult for municipalities to build or use their own networks.
We can use the growing number of success stories to amplify the positive message of bringing Muni Broadband to Wilmington. On the other hand, it is important to keep our audience in perspective, and I think that if we were to send out a survey to the residents of Wilmington simply asking if they support a municipally owned network--especially if we include the fact that taxes might increase because of it--we wouldn't fare very well because most people in the audience of the town wouldn't be familiar with what a municipally owned broadband network is, and certainly not why it is worth their tax dollars. Therefore, it is of crucial importance that we explain and frame the issue of municipal broadband in Wilmington around the ideals of a more advanced learning environment in our public schools, economic improvement, and more effective emergency services, as well as the overall savings a family can expect after money saved on service fees by switching away from incumbents.
to triggers about their current internet service being questionable in terms of speed, quality, and customer service. Eliminating these common problems should also be a key value to connect with. In terms of barriers, the same Wilmington pride argument might be used by the incumbent service providers who will claim to have offered reliable service for years and years and become a staple business in the community. Another value of Wilmington residents is also keeping their property taxes down--this is a key attraction of Wilmington compared to surrounding towns, so although the tax increases would likely be temporary to cover the initial infrastructure costs (in Leverett it's planned for $300 annually for citizens over 20 years) and there is a strong argument that residents might actually save money annually after reduced service bills, there is still a really difficult stigma to overcome in regards to increased taxes, so we'll have to be careful with our messaging around that. Theme: What is the best theme to use to reach your audience(s)? The theme of our messaging is going to be: "Wilmington WINs!" This is what's going to take Wilmington to the next level! A municipal broadband network will bring incredible innovation, get Wilmington back on track as one of the smartest school systems in the Commonwealth, increase town cohesion, put us on the map, and save us all money! Wilmington is an incredibly competitive town and lives for its recreational and high school sports. Having the theme be "Wilmington WINs!" (Wilmington Innovation Network) will really resonate with its residents. "Wilmington business WINs!" "Wilmington Schools WIN!" "Show up in April at the annual town meeting and make sure Wilmington WINs!" Message: What key points do you want to make with your target audience(s)? Make sure to list all four points ( tap value, overcome the barrier, ask, echo vision) for each audience. Wilmington WINs! Wilmington Business WINs with faster internet speeds that allow companies to compete at a higher level. Wilmington WINs when innovative, technology based businesses move here and create jobs because of it's impressive fiber network that outperforms surrounding towns' connection speeds by 100 times or 10,000 percent! Wilmington WINs when its schools can run the most advanced technology available on it's fiber optic network. Wilmington WINs when its emergency services can use the town's super-fast network to respond more quickly and effectively and save more lives. Wilmington WINs when our internet and cable bills go down! Wilmington WINs when our money stays within our own community! Wilmington WINs when it is accountable to the needs of its people! (as opposed to the profit of one or two private ISPs) Wilmington WINs when we invest in our future! Wilmington WINs with community broadband!
This thematic messaging tactic should overcome the barriers that increased taxes and organizing by incumbent ISPs within the town present. The ask would be to help Wilmington WIN by taking/buying a "Wilmington WINs!" bumper sticker (with the date of the annual meeting on it) to spread the word, but most importantly to show up at the annual town meeting and vote yes on the Wilmington WINs motion to fund a municipal broadband network. Messengers: Who will best connect with your audience(s)? The main messengers will be me and the other key members who help to start the Wilmington Innovation Network. The trustworthiness of having a "person like me" who is also from the same humble roots as the people we are trying to persuade is a big benefit. Key members of our team would have to work to schedule meetings with the aforementioned local organizations and decide amongst each other which member is best suited for each meeting based on our prior relationships ans connections within town. Additionally, if all goes as planned and we get support from the superintendent and groups such as the Wilmington Chamber of Commerce, the short ads and/or programs that we produce through WCTV can feature key supporters from around town such as a group of teachers and students, teammates from the football team, or some well-known local business-owners all standing together at the end of the educational portion of the video (which would contain similar content as that featured on muninetworks.org), cheering "Wilmington WINs!"
As far as our meetings with leaders of community groups and organizations, once we've gained their support and they've agreed to distribute some of our educational materials to their members, they become a very effective and trustworthy secondary messaging mechanism.
decide who will build the infrastructure begins. Assignments: Who will implement each activity? I and my team members will meet with local organizations and develop relationships. Leaders of those organizations will facilitate meetings and/or presentations between us and their members or at least distribute out educational materials to them. A local print shop in Wilmington will use some of our limited funds to print educational and slogan materials such as brochures and a sticker that will hopefully cover the town. I and the team members will write up the content for what will be aired on WCTV and recruit talent from supporters of our initiative around town. WCTV will air our promotional and educational content to the town I and the team will create a basic website where people can go to ask questions, donate, get information about muni broadband benefits from Wilmington, and to watch any videos they didn't get to see on WCTV. The Town Crier and KofC will write stories about the WIN initiative in their press outlets. Supportive national organizations like Free Press and muninetworks.org will blog and write outreaches about Wilmington's battle for municipal broadband and work it into the national discussion. I and the team will draft up a cost-benefit analysis and proposal to submit to the Finance Committee in addition to leaving reminders at every home not to forget to come vote on Town Meeting day!
Budget: How much time and money will you spend on each tactic? Meeting with local organizations and creating relationships will be ongoing, but happen mostly in the first 2 months of what amounts to a one year campaign basically. A small amount of money, potentially around a few thousand dollars will be dedicated to print materials. At least 3 or 4 weeks of booked time at the WCTV station will be needed to create and film the appropriate content, but the cost fro time and equipment should be free for Wilmington residents Continuous presentations and talks with local community groups will be an ongoing occurrence and there educational presentations about the benefits Wilmington might face (How they can WIN) should last about 30 minute to an hour each.
The website will take at least a few hours per day to maintain and require a small cost for domain name. The major cost of this campaign is time spent promoting and organizing around the tissue which will largely depend on the severity of the efforts of the opposition pushing back on the other end.
Outcomes: What are the results of your outputs that demonstrate incremental progress toward your objective? Wilmington residents read the news articles Activists nationally see our ally's blogs and outreaches increasing the scope of our support Nonprofits and community organizations accept our proposed partnerships and invite us to present to their members or distribute our educational materials Residents watch our programming on WCTV and get inspired to come vote yes at the April Town Meeting. Residents all over town drive around with Wilmington WINs stickers on their cars and other People and organizations donate through our website to expand out funds "Wilmington WINs" gains tremendous support within the town and catches on like wildfire. People begin to associate good things about Wilmington with this slogan and in turn become inclined to support the Wilmington Innovation Network that created it. Lots of people (business owners, school officials and teachers, parents, emergency personnel, and others) show up to the 2014 annual Town Meeting and vote YES by a 2 to 1 margin to build a municipal broadband network!
Works Cited
"Community Broadband Networks." Key Points. Institute for Local Self-Reliance, n.d. Web. 11 Mar. 2013. <http://www.muninetworks.org/content/key-points>. "Connect with Confidence." EPB Fiber Optics. N.p., n.d. Web. 11 Mar. 2013. <https://epbfi.com/>. Federal Communications Commission. "The broadband availability gap." (2010). "Longmont Power & Communications." Telecommunications in Longmont,. Town of Longmont, Colorado, 27 Feb. 2013. Web. 11 Mar. 2013. <http://www.ci.longmont.co.us/lpc/TC/>. "Satellite Internet Service Providers in Wilmington, MA." Exede Wilmington MA. SatelliteBroadbandISP.com, 2011. Web. 11 Mar. 2013. <http://www.satellitebroadbandisp.com/wildblue/service/Massachusetts/Wilmington>. Saveology.com Home Services. N.p., n.d. Web. 11 Mar. 2013. <http://www.saveologyhomeservices.com/compareoffers/default.aspx?a=35+WOBURN+ST,,WI LMINGTON,MA,1887,1213&cpao=300&cpag=20079&kbid=19964&cpid=20079&address=35+wo burn+street&zipcode=01887&suite=&c=1&p=3096285&sessionID=2b4dd1d8-c1f8-4edc-bd0bfb1b009608cc>. Settles, Craig. "Why Chattanooga Represents Broadbands Future." Gigaom.com, May 29, 2011. http://gigaom.com/2011/05/29/take-the-chattanooga-choo-choo-to-the-internets-future/ (accessed March 11, 2013). "Smart Chart :: Introduction." Smart Chart. Spitfire Strategies, 2013. Web. 11 Mar. 2013. <http://www.smartchart.org>. "WCTV Wilmington Cable Television of Wilmington, Massachusetts." Welcome to WCTV Wilmington Cable Television of Wilmington, Massachusetts. WCTV, n.d. Web. 11 Mar. 2013. <http://www.wctv.org/channels.html>. "Welcome to Wilmington." Welcome to Wilmington. Town of Wilmington, n.d. Web. 11 Mar. 2013. <http://www.town.wilmington.ma.us/pages/index>. Wilmington (Massachusetts). Wilmington Town Bylaws. [Wilmington, Mass.:] The Town [1995]. PDF. "Your Gig Is Here." Chattanooga Gig: Your Gig Is Here. N.p., n.d. Web. 11 Mar. 2013. <http://chattanoogagig.com/>.