Posted in the comments on our last Nugget Project story, there appears to be the text of a marketing plan to help sell this project to the public.

The text was posted by Michael Douglass, the author of a Nevada Appeal guest column in favor of the project. He is also the brother of Tammy Westergard, who has been deeply involved in the project, first with the Office of Business Development, and now with the Carson City Library.

Here it is:

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-- Getting Started --

Lay the Foundation for Success
The collateral pieces to facilitate messaging must all be in place before Sept. 20 and messaging launch
begins September 20, and will continue thru the successful completion of the final public private
transaction. In so doing this will build a solid foundation for success.

Step #1:
o Document major story themes - which are defined in this plan. Specifics and timing will be
developed with key partners in weekly meetings primarily by focusing on what stage the project
transaction is at throughout the process, starting with the pre-development process through the
successful transaction.

o Orienting Target Audiences (see matrix) with the plan / visuals / risks & rewards. USE:
i. Direct mailing to every household in Carson City – 2 times. First to invite folks to
citizens meeting and second to explain findings.
ii. Full page advertorials in Nevada Appeal begin September 20 – run weekly (resized of
newsletter, see below) until the transaction is complete
iii. Newsletter e-distribution (see attached sample with 4 entry points: 1) major theme of the
moment, 2) FAQ, 3) Testimonial & 4) get involved call to action

o Continue Nevada’s Working Capital branding initiative via: advertorial in the Nevada
Appeal, newsletters, web, Facebook, outreach to media.

o Proactive Editorial Placement
We must also be ready for reporter inquiries as the story grows. With the combination of
aggressive proactive pitching and reactive responses to media inquires, we will literally be telling
the story on a weekly basis.
GUEST COLUMNS: submit to the Nevada Appeal (weekly) and Northern Nevada Business
Weekly
• Press Conference after next major milestone – the Citizens Meeting - focused on the new
industry, a press conference held in the Nugget.

o Working the town!
Opportunities to message neighbor to neighbor, colleague to colleague, and stakeholder to
stakeholder are robust. We must be “ON” everyday, partner strategy and toolkit will help all of
us stay on message. Speaking engagements to local groups and constituents will become very
important
• Working the Carson Nugget Community First message …. Star to take this on
concurrently with P3 doing the same.
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On a side note, to anyone associated with this marketing effort, Carson Now would be happy to post any guest columns, fact sheets or other materials about this project. We will even run any of your advertorials for free.

Our overriding interest is in a free and open debate, with information and views from all who want to participate, either pro or con.

You can post the materials yourself, or contact us for help.