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Nelson-Padberg Consulting ff.'% erm D. MOBILIZING TAX OPPONENTS There is a great body of persons in California who are against taxes...period. They were first organized in a systematic way during the 1978 Proposition 13 campaign to enact the Jarvis-Gann tax limitation measure. The same group has been expanded over the past few years, and they have proven to be a group which is willing to donate funds and sign petitions to oppose new taxes and enact further limits on states taxes or spending. We believe this group is a ripe target for a program which asks them to contact members of the legislature. The key to success among this group is to stay away from the specific issue of taxes on tobacco products. Many of these persons are fundamental Christians or members of the Church of Jesus Christ Latter Day Saints. Discussing the tobacco aspect of the proposal would be counterproductive. Therefore, a mailing to this group would attack the waste in government today and the need to cut existing excesses, rather than continue the tax-and-spend syndrome of the past. It would also give examples of how some excise taxes are particularly cruel on the elderly, etc. As with the mailing to known consumers, this letter would provide the tax respondent with a card preprinted with their legislator's name, and would ask them to hand write a note opposing the tax. We would also ask them to return a prepaid card to TAN, so we can capture their name for future use. There are possibly one million persons who are known direct mail respondents for tax issues. For purposes of this project, we propose to identify 250,000 who are most likely to be responsive on this issue. It is also possible to over-weight the universe with persons who live in the legislative district of •key legislators, or to limit this mailing only to persons who live in key legislative districts. For purposes of this proposal, we assume a .02 response rate, equivalent to 5,000 responses, or 60 cards to each Member of the Assembly.

Nelson-Padberg Consulting n E. STIMtTLATING FRIENDS IN THE NEWS MEDIA C . Much of the California news media is unsympathetic to the tobacco industry. However, there are also a significant number of individual reporters, columnists, editors, and publishers who are viscerally opposed to unfair taxation. Among them are syndicated columnist Earl Waters, San Francisco S'hrQnicle columnist Abe Melenkoff, Register editorial editor Tim Ferguson, and Fred Kline, Executive Editor of the Capitol News Service. We can develop several articles favorable to our position by a quiet program of individually talking with selected friends in the news media. We would strongly encourage that any blanket coverage of the press be low key, factual, and well timed, so that such efforts not stimulate more enmity than sympathy. Articles and editorials can be mailed to legislators by TAN members to remind them that this issue is a matter of concern to many people. While such articles might not be- compelling in and of themselves, they certainly will help buttress other aspects of the mobilization program. It would also be wise to provide low key briefing papers to newly elected legislators, similar to the kit sent to the general news media. .

Nelson-Padberg Consulting m 3 ja IV. PROJECT MANAGEMENT , assigned to Eileen Padberg. The project will be jointly managed by Eileen Padber.g and Robert Nelson, with daily management responsibilities Eileen is a veteran legislative advocate in Sacramento. She has served-as lobbyist for the 4,000 member Orange County Employees Association for over seven years, and represented the 40,000 member California Independent Public Employees Council for five years. Additionally, Eileen is expert in.management of grassroots activities. She was Southern California Campaign Coordinator for the 1976 campaign of former Senator S.I. Hayakawa, and was responsible for field activities and staff administration of the 1980 No on Proposition 10 campaign. She recently served as co-manager of the successful No on Proposition 11 (Bottle Bill) campaign in California. In this role, she coordinated a staff of 15 full time employees, 10 loaned executives, and a network of over 3,000 active volunteers. Eileen is sensitive to the role and needs of TI's lobbyists in dealing with the California legislature. She can be a major help in bringing together traditional lobbying techniques with input from TAN members and other grassroots supporters. Eileen will share strategic responsibility with Robert Nelson. Bob is an expert in direct mail.techniques and is a veteran of over 60 political campaigns which have utilized direct mail efforts. These efforts have helped result in a success rate of over 80 percent, including victories in 16 of the past 18 campaigns managed by Nelson-Padberg Consulting. He also created and expedited a Point of Sale campaign for the No on 11 effort which placed over five million pieces of literature in voter hands during the closing weeks of the November election in California. Bob Nelson will have primary responsibility for creativity and production of direct mail and point of sale programs for the proposed California Excise Tax project. Mobilization of allies and contact with the friendly press will be the primary resonsibility of Gilbert Moore. Mr. Moore recently served with distinction as News Director for the No on 11 campaign. He performed this same function in the 1980 (Primary election) Yes on 10 (Fair Rents) campaign in California.

Nelson-Padberg Consulting 1- UAW OWM ( Mr. Moore is a veteran California newsman. He has served in all capacities in the news field: Capitol beat reporter, general assignment writer for UPI, news anchorman for a northern California television and radio station, managing editor, and sales manager. Additionally, Gilbert is a former legislative aide to a California Senator. We also recommend that Nelson-Padberg Consulting coordinate press relations relative to tobacco tax issues in California. In this regard, NPC would be responsible for ensuring that all news agencies receive a timely, low key fact sheet on excise taxes as they relate to the tobacco industry; as well as respond to press inquiries of the industry or of TI lobbyists. In addition to Padberg, Nelson, and Moore, NPC would dedicate the services of Account Executives Frank Caterinicchio, Jolene Cook, and Rick Manter. Biographical information and assignments of these persons will be provided upon request.

Nelson-Padberg Consulting JUJAUM V. PROPOSAL Nelson-Padberg Consulting proposes to provide the services described herein for a monthly fee of $15,000.00, commencing Deceinber 1, 1982 and continuing at the pleasure of the Tobacco Institute. In addition to this fee, all costs reflected on the Budget Estimate would be the responsibility of the Tobacco Institute. The fee payable to NPC would include the services of all NPC officers and employees, but does not include the costs of travel, long distance telephone, printing, postage, or other necessary and reasonable expenses as may be incurred in the course of expediting the project. It is possible to reduce some or all of the individual programs recommended in this proposal. As any element is reduced, there would be a corresponding decrease in the costs of the project. If The Tobacco Institute wishes to produce a severely reduced program, we would be willing to consider a lesser fee in relation to the work actually to be performed by our agency.

I :E;CRlFTIC•il TOTAL ir'.i:L 1:liu, li,N IIElaOFI: lzlter TAN oecbers t6si 2 !. TAN resoondeuts repltesl2s) 6ita inout TAtI reeponesi2ml 5)' SUBTOIAL iJBILI21N5 «LL1ES Libertarn<n Consultant 5')iG Lttertarian Hailina IIOsi sui'u :. Ta.ern 0wner Mailino i1Jm1 50('0 t. 61acF. Hispanic Coosultant! SJ')G 5. Mailinp to Ethnic GrouDs IG0o SUBTOIAI NCPILIiIHG IOiHCCO CCIf3UMERS 1. latter to premium. etc. A. IferaeiFurqe :60m files 1000 B. GeO,Ode to Leo. Ulstrcts S0U') C. Letter to Cnsusers(25Gs) IOOV(r? u. Fespondent Replie;l2.8m) E. Gata Inpat R;pns (~.9n) 1000 S!IBTOIaL :. Foint of Sale Packaae A. Insert info wicard 111 ltsee notelt 6. Mailarams to Leostrf20m1 7000 C. Oata Input Rspns (20m) 5000 SUBTOTi,L 11 If"nlLlal1G TAX OPPUIIEIITS 1. Letler lo lax Oppnts 1250m1 112500 2. Fespondent Replies (5a) 200 3. Oata Inpu+ Respcnses15s1 2000 SU5101AL NEN; F.ELATIriU; ' 1. Info kit HII Media (lsi :000 2. Scecial t;its laroets t100) 50ii ;. Respon=_e News Releases (2m) 200 SUBTOTAL FF;,ECT MAIIAGENENT I. llel=_on-Fadbero Fees (l mos) 105r)0:' :. Trarel 14GW ;. Entertainment 7')00 4. Pcstaue. Telephone, etc 7G;'0 ,5. Continnency SuGii SUPTOTAI TOrAL (I'll a615v0 11 6ssumes indivt,._.I companies assume co;ts of I . : . : 00I949E0 I, g i v1..re :-.l~- ::.!L ~-.li• ,. '•.r...... .....«6 ... ,: CAIIFGF.IJIH TaX PROJECTe SHi TOBACCO INSTITUTE :dPTOTAL EECEMGER iAiiUaRi 3500 1400 600 Sir(1 101)G I)i0 5?c0 1000 l'ov lUVO 13000 :,0VO ) 3000 50000 FEBHUARY 1!ARCH AFEIL MAY JU!IE 100') 1000 1000 1000 11iIV 100 r 108000 70000 5000 75000 30000 82500 20111) 2000 116505 4500 printinu and enclosinq replv cards. E=r :e cost at 1.01 ' , I _ . .: :_-- ; . _ t_ __: 2Gi'0 50G 500 500 I50'v0 15001) I5G90 20C0 .000 21,100 1G')0 1001) i0iiJ 100G I POi' 1 O00 1000 138050 3265~•) 107000 17`~ ii5(!( r 1 + 500 500 ISiiU9 15060 15000 I:GUfr 20('f 2000 2000 20`'0 1060 1000 1000 I000 1'.1('0 1000 1000 1090 1000 1000 1000 1000 <i5r~ 17500 2000p w"nb00 l

I ^ 1 ' il1( ^17:-~E=1-) ~1=:H1:?171.11 ..k= 1 r CALIFORNIA TAX YROJECT( THE TOBACCO INSTITUTE . DESCRIFTION DECEMBER JANUARY FEBRUARY MARCH APRIL HA1' JUNE MOBII-IZINO TAN NETWORK 1. letter fAN members (bm) xxxxxXxxxxxxxxxxxxxxxxxxxxxxxx ''. TAN respondents repllesl2ml ~ XXXXxXXXXXX 3. Data input TAN respones('2m), XXXxXXXxXxX MOBILIZING ALLIES . 1. ~ Libertarian Consultant i(XXXxXXXXXXXXXXXXXXXXXXXXXXxXXXXXxXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXxXXXxXX 2. Libertarlarrllailing (lum) XXXXXXXXXXXXXXX W 3. Tavern Owner Hailing (lOm) XXXXXXXXXXXXXXXXXXXXXX 4. Blsc):. lirspan.c Consultants XXXXXXXXXXXXXXXXXXXXXXxxXXxXXXXXXxXXXXXXxxXXXXXXXXXxXXXXXXXXXXXXXXXXXxXXXXX 5. Hailinq to Ethnic Groups xxxxxxxxxxxxxxxxxxxxxxxxxxxX:(x 19OBILIZING 1UBACCO CONSUIIERS 1. Letter to premium, etc. - A. MerqeiF'urqe 300m files B. Oeocode to Leq. Distrcts XXXXXXXXXXXXXXX . XXXXXXXXXXXXXX • C. Lat.ter to Cnsumers(25Vm) D. Responden[ fiepliesl2.8m) E. Data Input fispns l2.Om1 XXXXXXXXXXXXXXX XXXXXXXX XXXXXXXX 2. Foint of Sale Facl:aqe r A. Insert infa a/card 777 B. Itailgrams to Leqstr(2Jm) C. Data Input Rspns (20m) v XxXXXXXXXXXXXXX XXXXXXXXXXXXXXX r xxxxxxxxxxxxx:(x IIOBILIZING fAX OFFONENIS 1. Letter to fau Uppnts (2BOo) xXXXXXXXXXXxXXXXXxXxXX _. . Respondent Feplies (5m) Data Input F.esDOnses(Sm> XXXXXXXX XXXXXXXX I IIEWS /tEl.Al1UN5 1_ Inlo lit All Media (lm) , XXXXXXXXXXXXXXX 2. Specral P.its fargets (100) XXXXXXX 3. Response Neors Releases (2m) XXXX XXXX XXXX XXXX T0T949E0 I, I 1