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200 Pine Avenue <br />Suite 300 <br />Long Beach <br />California 90802 <br />Tel (562) 435 -5551 <br />Fax (562) 435 -5735 <br />Wednesday, April 9, 2003 (Revised) <br />TO: City of Santa Ana Assessment District Working Group <br />FR: Jeffrey Adler and Jonathan Brown, Adler Public Affairs <br />RE: Proposed Assessment District Public Education and Balloting Plan and Budget <br />Following is a program designed to educate residents and business owners in the City of Santa Ana about the <br />budgetary challenges the City currently faces and to introduce the proposed Safety Lighting, Street Repair, Graffiti <br />Removal and Park and Median Maintenance Assessment District. This plan calls for five pieces of direct mail that <br />will outline the situation in clear language and feature graphically pleasing layouts, in addition to the ballot package. <br />The plan also calls for direct outreach through interactive "Open House" meetings. <br />Special emphasis will be placed on educating voters about the mail ballot process to maximize participation. <br />In addition to the elements of this program, it would be advisable for the City to adopt a budget that assumes the <br />shortfall is not offset. This allows residents to clearly understand their options. <br />As you know, state law allows the use of City funds to educate voters and encourage them to vote, but not to <br />advocate any position. All communication proposed below will be submitted to the City Attorney for approval. <br />Program Actions <br />Outreach to Stakeholders <br />It is important to begin outreach to key stakeholder audiences immediately and identify those meetings at which a <br />speaker might be placed. APA will assist the City in creating a presentation, leave- behind materials, etc. <br />Direct Mail <br />APA will create a series of five mailers designed to systematically inform local residents and businesses about the <br />current City budget shortfall, introduce the Assessment District option and explain the balloting process set forth by <br />Proposition 218. Later in the program, mailers will encourage attendance at "Open House" meetings. The first three <br />mailers are: <br />• Newsletter #1 <br />Format: 22 x 17, folded to 11 x 8.5 <br />Quantity: 70,000 (55,000 mailed) <br />Mailing Date: April 30 <br />Page 1 of 3 <br />zcx4�,b "Ell <br />