Special Report: Chargers media campaign to snare voters - KUSI News - San Diego, CA

Special Report: Chargers media campaign to snare voters

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Dave Carney and Fred Maas Dave Carney and Fred Maas

SAN DIEGO (KUSI) — The Chargers multi-million dollar campaign to sell their stadium initiative to the voters will begin Thursday.

The first ads will appear on broadcast television stations as well as cable TV and radio.

Stadium point-man Fred Maas and newly hired media marketing guru, Dave Carney released new details on how they're trying to sell the stadium initiative.

This will be a full blown campaign using mail, social media platforms, television, radio and media events to get out the message.

The campaign has profiled the city's entire 620,000 voters focusing on the mid and low propensity voters they want to persuade.

"We have a very targeted effort both with our media — our paid media — but also a mass additional campaign and a ground force, people going door-to-door: 129 to those specific targets that we want to persuade to turn out," Carney said.

Carney worked on the political campaigns of President Bush, Newt Gingrich, Rick Perry, among others.

This campaign will not target any ads to the 12,000 hardcore opposition voters who cannot be persuaded.

"We have to persuade the others and we have about 350,000 people in our target universe. Our base supporters are with us no matter what and it's these other folks we want to persuade. It's a matter of communicating on things they care about and then getting them to vote," Carney said.

The key to winning any elections is to get out the vote. This campaign will also have a massive ground game leaving no stone unturned.

"Our door-to-door effort we'll have volunteers and other allies doing it on weekends, but we have a full time field force out every afternoon talking to these specific individuals ... politics always plays a role, who actually runs the city the voters or the elite, I think we'll see in November," he said.

Part of the campaign will mimic how Petco Park was sold: It's more than a stadium.

"It's something that will augment our existing convention center, as Dave says, it's more than just football," Maas said.

The branding for the campaign will be "yes" on C and the chief selling point will be, it won't cost San Diegan's a dime.

"The money is coming from non-taxpayers. It's coming from visitors," Carney said.

The Chargers would have liked to have had the mayor's support long ago, but the mayor has yet to take a position.

Dave Carney said politics always plays a role, but who runs the city and voters or the elite? He said we'll find out in November.

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