Case Studies: City of Oakland, Office of the Mayor




CHALLENGE: In 2006, KYS assisted then (former) Congressman Ron Dellums in his bid to become Mayor of Oakland. KYS brought message discipline to the campaign, edited together the text for the first political mailer and developed a multi-lingual T-shirt that became one of the most memorable of the campaign.  In 2007, Stevenson, principal of the firm, joined the Mayor’s staff on an interim basis (6 months) as Communications Director to launch the Mayor’s Communications Office.
 
STRATEGY: KYS ensured the Mayor’s theme of making Oakland a “Model City,” remained consistent throughout all communications activities. Stevenson managed day-to-day media relations for the mayor’s office. Duties included assisting the mayor with talking points for speaking engagements; coordinating press conferences; publishing an Economic Development Status Report; editing nine Task Force Reports, each 20-40 pages in length  (e.g., capturing recommendations from 800 Oakland residents who volunteered for 41 Task Force groups in the Fall of 2006); and launching the mayor’s website, (www.mayorrondellums.org). KYS also engaged KTOP, the City’s cable station, to cover and post, unedited, mayoral press conferences to the mayor’s website.

RESULT:  The release of the political mailer, using actual words by Ron Dellums, was a turning point in the campaign. During the first six months of his mayoral term, Stevenson managed crisis communications during the freeway collapse involving a truck accident, and a one-month garbage strike. The mayor received inquiries from other cities about the Task Force process and the final Task Force Reports shed light on that process as well as continue to provide guidance to the Mayor as he makes decisions regarding the City’s direction. The mayor’s website retains the same basic layout established by KYS with updated information and the Task Force Reports remain posted on the mayor’s website.

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