Home Depot - Measure B
Navigators was hired by Home Depot to manage a campaign to defeat a ballot initiative in Thousand Oaks, California that would have prevented it from developing a new store in the community.

Situation:

Early polling revealed that Measure B, which was sponsored by Home Depot competitor, Do It Centers, was opposed by only 43% of likely voters in Thousand Oaks.  It was clear that Navigators would have to create an aggressive campaign with compelling messaging to move public opinion against the initiative.

Strategy:

Our campaign successfully integrated known community members and organizations as the face of the campaign.  Don’t Do It:  No on Measure B, as the campaign was known, was a grassroots effort, employing a “bad for Thousand Oaks” message, enabling Home Depot to avoid what could have been seen as a battle between two large companies.  The campaign secured opposition to Measure B by nearly every community organization and several prominent leaders in Thousand Oaks, including both of the local newspapers, the County Sheriff, the local PTA Council, the Chamber of Commerce, the Teacher’s Union, the School Board, and a majority of the local City Council.

No on Measure B integrated a robust direct mail program supported by paid television and newspaper advertising, a coordinated grassroots letter to the editor and op-ed program, a continuous paid telephone canvass operation, absentee ballot program, and an intensive Get-Out-The-Vote operation during the last three days of the election.  On Election Day, Measure B was soundly defeated by over 13 percent, 56.5 percent to 43.5 percent, representing the first time that the ballot box tactics of the Do It Centers proved unsuccessful at stopping a competitor’s project.  

Outcome:

At the end of the campaign, Navigators delivered a decisive victory for The Home Depot, without tarnishing its positive brand image, and at a cost of 30 percent less than what the company anticipated spending.

Yuba Highlands Development
Navigators was hired to manage a creative advertising campaign in support of a large residential development in Northern California.

Situation:
A residential and commercial development planned for Yuba County had been opposed by environmental groups, neighbors and local elected officials for years.  The international public relations firm Porter Novelli had been retained to manage the communications campaign in support of the development.  Navigators was approached to help Porter Novelli craft messages and develop radio and TV spots for the campaign.

Strategy:
After meeting with local elected officials, the Yuba Highlands development garnered the political support that it needed.  The goal of the communications campaign then shifted to securing public support from neighbors and community members, allowing the County Board of Supervisors to feel confident with their vote.

Using the research generated from a strategic poll, Navigators crafted a set of messages and produced radio and TV ads in support of the project.

Outcome:
Navigators’ creative advertising campaign secured the public support that allowed the County Board of Supervisors to feel confident approving the Yuba Highlands development.

Caruso Affiliated – The Shops at Santa Anita
Navigators was hired by Caruso Affiliated to manage a community outreach campaign in support of “The Shops at Santa Anita.”

Situation:
Caruso Affiliated faced opposition on an 829,000 square-foot retail center in the parking lot of the Santa Anita racetrack in Arcadia, California.  Initial polling showed that 52 percent of the community opposed “The Shops at Santa Anita.”

Strategy:
Caruso Affiliated hired Navigators to design, manage and implement a communications and public relations campaign in support of “The Shops at Santa Anita.”  Navigators solicited community support through print, television and direct-mail advertising, and produced an hour-long town hall segment hosted by Rick Caruso that was mailed to local residents and ran on local cable television stations.  Despite being outspent over two to one, Caruso Affiliated was able to gain the unanimous support of the Planning Commission, community leaders and local organizations, including the police and fire unions, the school board and all the homeowners' associations.

Outcome:
In April of 2007, the Arcadia City Council voted 5-0 in favor of “The Shops at Santa Anita.”
It was anticipated that the opposition would seek a referendum to overturn the city council decision.  Navigators prepared a full referendum campaign, including a multi-faceted signature rescission campaign to block the referendum from getting on the ballot, and was prepared to wage a full-scale campaign to beat the referendum; however, within two days of the council’s vote, Navigators’ campaign proved successful when the opposition pulled the plug on their referendum campaign.