2006 FSP Action Areas of Focus

Date: 04/01/2006

Introduction:

This plan primarily relates to activity the FSP's primarily volunteer organization will attempt to undertake through the end of 2006. In addition to the work described below, there are two groups of people working to promote the FSP:

1: Individuals and small groups working to recruit for the FSP on their own without coordinating with the FSP organization.

2: Positive Impact Consulting and other businesses the FSP contracts with for the purpose of promoting the FSP.

This plan mostly, though not entirely, excludes the work done by both 1 and 2 above.

Goals:

1: Achieve 8000 or more total signers of the SOI by 12/31/2006

2: Achieve 1000 or more total signers of the First 1000 pledge by 12/31/2006

At the present, there are just over 7000 signers of the SOI and about 200 signers of the First 1000 pledge.

Data:

Between 3/1/2005 and 2/28/2006 there were 862 signers of the SOI. A breakdown of those signers is available in the FSP sign up stats spreadsheet. Meeting goal #1 above will require increasing our signup rate on average by ~75% through the end of 2006 to roughly 1000 signers in that period of time. No data was reported for direct mail, though direct mail did account for some SOI signers. There was also a significant percentage of signers who did not report or reported 'other' for their first point of FSP exposure.

The First 1000 pledge has had a significant number of signers from existing NH residents who have moved since 10/1/2003. Other signers have been SOI signers ready to move sooner, new SOI signers, and non SOI signers. No mail promotion has yet been made to SOI signers.

Focus for goal #1:

To meet our objective, we will employ a mix of tactics demonstrated to be effective and some presumed to be effective but not yet demonstrated.

1: Internet –

The FSP should focus significant resources increasing its Internet presence. Internet accounted for 27% of initial contacts, more than any other reported category. Given that Internet advertising is relatively inexpensive and other forms of Internet outreach (blogs, articles, linking, etc.) are free, focusing efforts on those tactics should provide an excellent rate of return as measured in signups per dollar and/or volunteer hour.

2: Radio –

The FSP has received a significant number of signups from radio. Many of these come from Free Talk Live. The remainder, I believe, come from interviews and other 'earned' media. The FSP should continue to focus advertising dollars on Free Talk Live and explore other pro-freedom radio shows to advertise on. Additionally, we should focus more effort on increasing FSP call ins and guests on radio shows.

3: Word of mouth –

The FSP has received many signups from word of mouth. We should continue to encourage participants to spread the word via word of mouth. Having said that, I expect word of mouth signups to grow more slowly than other categories due to our relative inability to persuade large numbers of people to recruit via word of mouth (see AAA program results for details).

4: LP –

The LP has and will likely continue to be a significant source of signups. We should continue to advertise in LP News and place speakers and/or tables at LP events.

5: Direct Mail –

though no results were reported for direct mail, one mailing has proven that direct mail can result in new signups at a negative cost per signup. We should test this with other lists and, if continued low / negative cost per signup is encountered, we should take maximum advantage of direct mail opportunities.

By focusing on the above 5 areas, I believe we can increase the FSP's signup rate significantly. I favor allocating resources to the above five areas to the maximum extent feasible to give us the best chance at increasing recruiting.

Focus for goal #2:

Goal #2's plan will be significantly aided by Goal #1's plan. Data has shown that early movers are likely to sign the First 1000 pledge and that FSP participants are also likely to sign the First 1000 pledge. To meet our objective, we will maximize our efforts on those groups of people.

1: Early movers –

many of them have already been signed up. To persuade the rest, we should focus on personal networking in NH to reach them. At some point, we should examine the participant database to determine who has not yet signed the First 1000 pledge and reach out to them personally.

2: Current FSP participants –

We will mail a promotional piece to all current FSP participants. We have been emailing them information about it in the FSP News but have not done any dedicated First 1000 email or mail promotion. Both should be done several times before the end of the year to ensure the best chance of recruiting from this group of people.

3: New FSP participants -

We are starting new participant mailings again and will include First 1000 promotional material in those mailings. Our mailings to new Participants this year should focus on First 1000 and are expected to provide a significant number of First 1000 signers.

Resources:

The FSP should employ the following resources in an effort to accomplish the above plans:

1: Volunteer time –

The FSP likely has the second largest cadre of pro-freedom volunteers in the world (next to the LP itself). These volunteers are creative and productive and should be used to their maximum potential. They can (and should) promote the FSP via the internet, radio shows, word of mouth, and to the LP.

2: Money –

The FSP has money in the bank and the ability to raise significant additional funds for the above purposes. I believe we could have at least $50,000 available to spend between now and 12/31/2006.

3: Professional consulting –

The FSP has retained PIC, a political PR consulting firm who is able to assist us in publicizing the FSP. They can help with producing materials, fulfilling direct mail campaigns, obtaining earned media (including our radio focus, above), and other recruiting oriented activities. In addition to the above specific areas of focus, PIC will be pursuing multiple types of publicity which has been demonstrated to be effective.

Summary:

The FSP's focus through the end of 2006 will be on gaining at least another 1000 SOI signers and ~800 First 1000 signers. Those goals will be accomplished by focusing on: Internet, Radio, Word of Mouth, Direct Mail, and LP outreach to gain new SOI signers, and on NH residents, current SOI signers, and new SOI signers to gain First 1000 signers.

None of the above plan should be construed as an attempt to reduce any current activity aimed at gaining new participants and facilitating their move to New Hampshire.