MESSAGING FRAMEWORK

Version: 2.0.1 | Last Updated: October 12, 2025

Dave Biggers for Mayor – Message Discipline Across All Channels

Candidate: Dave Biggers
Website: rundaverun.org
Purpose: Ensure consistent, compelling messaging across all campaign communications

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EXECUTIVE SUMMARY

Every word matters. This framework ensures that whether Dave is speaking at a debate, a volunteer is knocking doors, or social media posts are going out, the core messages remain consistent, clear, and compelling.

Three Core Messages:
1. Same Budget, Smarter Priorities
2. Evidence-Based, Not Political
3. Ready to Govern Day One

Supporting Themes:

• Community Partnership
• Prevention Over Reaction
• Louisville Leading the Nation
• Transparent and Accountable

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THE MESSAGING HIERARCHY

Level 1: The Big Idea (10 seconds)

“Evidence-based governance for a safer, healthier Louisville”

This is the elevator pitch. The bumper sticker. The tweet. Everything else builds from here.

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Level 2: Core Messages (30 seconds each)

MESSAGE 1: SAME BUDGET, SMARTER PRIORITIES

Soundbite:
“$1.2 billion – the same total as the current approved budget. Zero tax increase. Different priorities: prevention over reaction, neighborhoods over bureaucracy, community safety over politics as usual.”

Key Points:

• Same total budget as the current approved plan
• No new taxes
• Reallocation, not new spending
• Better deployment of resources we already have

Why It Matters:
Neutralizes “we can’t afford this” attacks and “he’ll raise taxes” fears.

Use When:

• Addressing fiscal concerns
• Responding to “where’s the money” questions
• Talking to business community
• Media interviews about budget

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MESSAGE 2: EVIDENCE-BASED, NOT POLITICAL

Soundbite:
“This isn’t a political experiment – it’s proven in 50+ cities across America. Boston: 63% crime reduction. Newark: 35% reduction. Baltimore, Oakland, Philadelphia – all showing results. This is what works.”

Key Points:

• 50+ cities using this approach
• Documented outcomes and data
• Academic research supports it
• Not ideology – evidence
• Bipartisan mayors implementing similar plans

Why It Matters:
Establishes credibility and reduces “risky experiment” attacks.

Use When:

• Addressing skepticism
• Responding to “unproven” attacks
• Speaking to educated voters
• Media fact-checking situations
• Debate evidence questions

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MESSAGE 3: READY TO GOVERN DAY ONE

Soundbite:
“I have detailed implementation plans. 63 mini substations with exact locations and costs. 18 wellness centers with staffing models and partnerships. Year-by-year rollout schedules. I’m not promising – I’m planning.”

Key Points:

• Detailed implementation guides ready
• Realistic timelines (4-year rollout)
• Partnership agreements in development
• Professional transition planning
• Governance-ready from inauguration

Why It Matters:
Separates Dave from candidates who make vague promises without plans.

Use When:

• Debates (showing preparation)
• Policy forums
• Editorial board meetings
• Endorsement conversations
• Governance questions

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Level 3: Supporting Themes (2-3 minutes each)

THEME A: COMMUNITY PARTNERSHIP

Message:
“Public safety isn’t just police – it’s police AND mental health professionals AND community organizations AND you. We’re building a system where everyone plays a role, from officers on the beat to wellness center staff to neighbors looking out for each other.”

Examples:

• Co-responder teams (police + mental health professionals)
• Community input on mini substation locations
• Participatory budgeting ($6M community-controlled)
• Neighborhood safety councils
• Partnership with faith communities, nonprofits

Use When:

• Community meetings
• Faith community events
• Nonprofit partnerships
• Neighborhood associations
• Grassroots organizing

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THEME B: PREVENTION OVER REACTION

Message:
“For decades, we’ve waited until crisis happens, then responded with police. That’s expensive and often too late. We’re investing in preventing crisis – mental health care, addiction treatment, housing support, job training. Stop problems before they start.”

Examples:

• Wellness centers providing mental health care before crisis
• Co-responders reducing repeat 911 calls
• Mini substations building relationships before problems escalate
• Social services preventing homelessness and addiction from escalating

Use When:

• Progressive voters
• Healthcare audiences
• Social service organizations
• Explaining wellness centers
• Criminal justice reform discussions

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THEME C: LOUISVILLE LEADING THE NATION

Message:
“Other cities proved this works. Now it’s our turn to lead. Louisville can become the national model – the city that got it right. Evidence-based, community-driven, fiscally responsible public safety that actually works.”

Examples:

• Learning from Boston, Newark, Oakland
• Improving on their models
• University research partnerships documenting outcomes
• National media attention when we succeed
• Other cities will study Louisville

Use When:

• Civic pride appeals
• Business community (national attention = economic development)
• University partnerships
• Media seeking “big picture” angle
• Vision casting moments

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THEME D: TRANSPARENT AND ACCOUNTABLE

Message:
“Every dollar accounted for. Every decision explained. Monthly public reports on outcomes. Community input on major decisions. This is your city, your budget, your transformation – you deserve to see exactly how it works.”

Examples:

• Budget published online (831 lines of detail)
• Monthly public reports on mini substation progress
• Community input on wellness center locations
• Participatory budgeting process
• Open data on crime, response times, outcomes

Use When:

• Trust-building situations
• Skeptical voters
• Media accountability questions
• Government transparency advocates
• Contrasting with “politics as usual”

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AUDIENCE-SPECIFIC MESSAGING

For Progressive Voters:

Lead With:

• Evidence-based approach to criminal justice
• Mental health and addiction treatment
• Community partnership and input
• Reducing police-only responses
• Addressing root causes of crime

Avoid:

• Over-emphasis on police
• “Law and order” rhetoric
• Anything that sounds tough-on-crime only

Sample Message:
“We’re transforming public safety from a police-only approach to a community health approach. Mental health professionals, addiction counselors, and social workers alongside officers – addressing root causes, not just symptoms.”

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For Moderate/Conservative Voters:

Lead With:

• Same budget, no tax increase
• More police presence in neighborhoods (mini substations)
• Proven results in cities with Republican mayors too
• Fiscal responsibility
• Keeping promises

Avoid:

• “Defund police” language (never use)
• Emphasis on social programs over safety
• Anything that sounds soft on crime

Sample Message:
“63 mini police substations mean officers in your neighborhood, not miles away. Same budget as approved, no tax increase, proven to reduce crime by 35-63% in cities across America. This is smart policing.”

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For African American Voters:

Lead With:

• Community partnership and respect
• Wellness centers in historically underserved areas
• Jobs and economic opportunity
• Accountability and transparency
• Reducing police/community tension

Avoid:

• Savior complex language
• Promises without Black community input
• Ignoring historical context
• Over-policing framing

Sample Message:
“Your community, your voice, your safety. We’re putting wellness centers and mini substations where you tell us they’re needed, with community oversight and accountability. This is about partnership, not programs imposed from above.”

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For Business Community:

Lead With:

• Fiscal responsibility (same budget)
• Economic development (safer city = more business)
• National model status (media attention, investment)
• Proven ROI in other cities
• Professional governance

Avoid:

• Heavy focus on social programs
• Anything that sounds anti-business
• Excessive regulation framing

Sample Message:
“A safer Louisville is better for business – customers feel safe, employees want to live here, companies want to locate here. This evidence-based approach has proven results and costs the same as what’s already budgeted. It’s a smart investment.”

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For Faith Communities:

Lead With:

• Care for neighbors and community
• Addressing addiction and mental health (compassion)
• Partnership opportunities for churches
• Moral imperative of prevention
• Stewardship of resources

Avoid:

• Overly political language
• Partisan framing
• Ignoring moral dimensions

Sample Message:
“This is about caring for our neighbors – the person in mental health crisis, the family dealing with addiction, the community that wants to feel safe. It’s the practical expression of ‘love your neighbor’ – proven, effective, compassionate.”

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For Young Voters:

Lead With:

• Evidence and data
• National model / leading edge
• Community input and democracy
• Social media and engagement
• Future vision

Avoid:

• Patronizing language
• Assumption they don’t care about safety
• Old political rhetoric

Sample Message:
“Louisville has a chance to lead the nation – evidence-based governance, community democracy, transforming public safety for the 21st century. This is our generation’s opportunity to build the city we want to live in.”

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For Seniors:

Lead With:

• Safety and security
• Proven results
• Fiscal responsibility
• No tax increase
• Experience and competence

Avoid:

• Overly complex explanations
• Tech-heavy language
• Dismissing their concerns
• Condescension

Sample Message:
“You’ve seen a lot of politicians make promises. I’m showing you the plan – detailed, budgeted, proven in 50+ cities. Mini substations mean safer neighborhoods. Same budget, no tax increase, better results. That’s not a promise – it’s a plan.”

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OPPOSITION RESPONSE MESSAGING

Attack: “He’s defunding the police”

NEVER Say:
❌ “I’m not defunding the police”
❌ “That’s not true”
❌ “Stop lying”

DO Say:
✅ “Same police budget. 63 mini police substations means MORE police presence in neighborhoods, not less. My plan puts officers where they’re needed most – in your community, not stuck behind desks or responding to mental health calls that professionals should handle.”

Follow-Up:
“My opponent wants to keep the current system where police do everything – that doesn’t work for police or community. I’m giving officers backup so they can focus on actual policing.”

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Attack: “This costs too much”

NEVER Say:
❌ “It doesn’t cost that much”
❌ “We’ll find the money somehow”
❌ “Trust me on the math”

DO Say:
✅ “$1.2 billion – the exact same total as the approved budget. Same. Not a penny more. The difference isn’t how much we spend, it’s how we spend it. My opponent is defending a system that’s not working. I’m proposing smarter deployment of the same resources.”

Follow-Up:
“You know what’s expensive? The current approach. Arresting people for mental health crisis instead of treating them. Reacting to crime instead of preventing it. My plan saves money long-term by investing in prevention.”

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Attack: “This is a social experiment”

NEVER Say:
❌ “No it’s not”
❌ “You’re afraid of change”
❌ “Get with the times”

DO Say:
✅ “Experiment? 50+ cities are already doing this. Boston: 63% crime reduction. Newark: 35% reduction. Cities with Republican mayors, Democratic mayors, big cities, small cities – all showing results. The experiment was thinking police alone could solve every social problem. We know better now.”

Follow-Up:
“I’m not asking you to trust me – I’m asking you to look at the evidence from dozens of American cities that prove this works.”

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Attack: “He’s soft on crime”

NEVER Say:
❌ “I’m tough on crime”
❌ “I’m not soft”
❌ Get defensive

DO Say:
✅ “I’m smart on crime. Putting mental health professionals in a mental health crisis is smart. Putting police in neighborhoods before problems escalate is smart. Prevention is smart. The current approach isn’t working – crime hasn’t disappeared. I’m proposing what actually reduces crime, proven in 50+ cities.”

Follow-Up:
“Ask Boston, Newark, Oakland if this is soft on crime. Their crime rates dropped dramatically. That’s results, not rhetoric.”

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Attack: “Where’s he getting the money?”

NEVER Say:
❌ “We’ll find it”
❌ “Trust the process”
❌ “The math is complicated”

DO Say:
✅ “Same total budget as already approved – $1.2 billion. I published an 831-line budget showing exactly where every dollar goes. It’s online right now – rundaverun.org/budget. My opponent keeps asking where the money comes from while defending a budget that’s the same size. This is reallocation, not new spending.”

Follow-Up:
“I have more budget transparency than any mayoral candidate in Louisville history. Every dollar accounted for. Every decision explained. That’s governance, not politics.”

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TONE & STYLE GUIDE

DO Use These Tones:

✅ Confident, Not Arrogant
“We know this works because we’ve seen the data from 50+ cities.”

✅ Respectful, Not Dismissive
“I understand the concern about change. Let me show you why this approach works.”

✅ Specific, Not Vague
“63 mini substations, 18 wellness centers, 4-year rollout. Here’s the plan.”

✅ Optimistic, Not Pollyanna
“This won’t solve every problem overnight. But we can make Louisville safer, and we have a proven path to do it.”

✅ Inclusive, Not Divisive
“This is about all of Louisville – East End, West End, every neighborhood deserves safety.”

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DON’T Use These Tones:

❌ Defensive
“You’re wrong about me…”

❌ Attacking Voters
“If you don’t understand this…”

❌ Jargon-Heavy
“The multimodal crisis intervention paradigm…”

❌ Overpromising
“I’ll eliminate crime in Louisville…”

❌ Partisan
“The Republicans/Democrats always…”

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WORD CHOICE GUIDE

Use These Words:

✅ Community
✅ Partnership
✅ Evidence-based
✅ Proven
✅ Prevention
✅ Accountability
✅ Transparency
✅ Effective
✅ Smart
✅ Results

Avoid These Words:

❌ Defund
❌ Experiment
❌ Radical
❌ Revolution
❌ Abolish
❌ Unprecedented
❌ Trust me
❌ Believe me
❌ Revolutionary

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STORYTELLING FRAMEWORK

The Hero’s Journey Structure:

Current State (Problem):
“Louisville has a public safety system built for the 1970s. We’re asking police to do everything – mental health calls, addiction crises, homelessness, traffic enforcement, actual crime. They can’t do it all well, and they know it.”

Crisis Point:
“Response times are too slow. Crime is still too high. Officers are overwhelmed. Families in crisis aren’t getting the help they need. The current approach isn’t working for anyone – not police, not community.”

The Path Forward (Solution):
“Other cities faced the same problem. They tried a different approach – specialized response for different situations. Police for police matters. Mental health professionals for mental health crises. Prevention before reaction. And it worked.”

The Results (Vision):
“Boston: 63% reduction. Newark: 35% reduction. Better outcomes for everyone – police focus on actual policing, people in crisis get actual help, communities feel safer. That’s what we’re building in Louisville.”

The Call to Action:
“We know what works. We have the plan. We have the budget. Now we need the political will to make it happen. That starts with electing leadership ready to govern based on evidence, not politics.”

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PERSONAL NARRATIVES (Dave’s Story)

Why Dave Is Running:

“I’ve spent years studying what works in public safety – not what feels good politically, not what makes for good soundbites, but what actually reduces crime and helps communities. I’ve seen the data from 50+ cities. I’ve talked to police chiefs, mental health professionals, community leaders who’ve implemented these approaches. It works. Louisville deserves leadership that follows evidence, not politics. That’s why I’m running.”

What Makes Dave Different:

“Most candidates show up with a list of problems and some vague promises. I’m showing up with an 831-line budget, detailed implementation plans, and evidence from dozens of cities proving this works. I’m not promising you the moon – I’m showing you the roadmap. That’s the difference between campaigning and governing.”

Dave’s Vision for Louisville:

“I see a Louisville where your neighborhood has a police substation two minutes away, not twenty. Where someone in a mental health crisis gets a mental health professional, not just an officer with handcuffs. Where we prevent problems instead of just reacting to them. Where we lead the nation in evidence-based governance. That Louisville is possible – and I have the plan to build it.”

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DEBATE PREPARATION MESSAGING

Opening Statement Framework:

“Good evening. I’m Dave Biggers, and I’m running for mayor because Louisville deserves evidence-based governance, not politics as usual.

I have a detailed plan to transform public safety: 63 mini police substations in neighborhoods, 18 wellness centers for mental health and addiction, co-responder teams putting the right professional in the right situation.

This isn’t a political experiment – it’s proven in 50+ cities across America. Boston: 63% crime reduction. Newark: 35% reduction.

The budget? $1.2 billion – the same total as already approved. No tax increase. Different priorities.

I’m not here to make promises. I’m here to show you the plan. It’s all published online – 831 lines of budget detail. That’s transparency. That’s accountability. That’s governance.

Louisville can lead the nation in evidence-based public safety. But we need leadership ready to govern from day one. I’m that leader, and I’m ready. Thank you.”

Closing Statement Framework:

“Tonight you’ve heard a lot of talk. Let me leave you with action.

I published an 831-line budget – online right now. You can see exactly where every dollar goes. My opponents have talking points. I have a plan.

I have detailed implementation guides for mini substations, wellness centers, and community partnerships. My opponents have vague promises. I have blueprints.

I can name the 50+ cities using this approach and show you their results. My opponents have hope. I have evidence.

This election is about more than who sounds good in a debate. It’s about who’s ready to govern. Who’s done the work. Who has the plan.

Louisville deserves better than politics as usual. Louisville deserves evidence-based leadership. Louisville deserves governance from day one.

I’m Dave Biggers. I’m ready. Let’s build the Louisville we all deserve.

Thank you, and visit rundaverun.org to see the full plan.”

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SOCIAL MEDIA MESSAGING

Twitter/X (280 characters):

Budget Message:
“$1.2B budget = same as approved. Zero tax increase. Different priorities: 63 mini police substations, 18 wellness centers, prevention over reaction. Evidence-based, not political. #RunDaveRun”

Evidence Message:
“50+ cities. Proven results. Boston: -63% crime. Newark: -35%. This isn’t experimental – it’s evidence-based. Louisville can lead the nation. #RunDaveRun”

Governance Message:
“831-line budget. Public. Detailed. Transparent. Most comprehensive mayoral plan Louisville has ever seen. This is what governance looks like. rundaverun.org/budget #RunDaveRun”

Instagram (Visual + Caption):

Caption Framework:
“???? The numbers don’t lie: 50+ cities, proven results
????️ Same budget, smarter priorities
???? Community partnership, not politics
???? Ready to govern from day one

This is evidence-based leadership. This is Louisville’s future.

#RunDaveRun #Louisville #EvidenceBasedGovernance
Link in bio for full plan”

Facebook (Longer Form):

Post Framework:
“Friends, I want to share why I’m running for mayor.

Louisville deserves better than politics as usual. We deserve evidence-based governance.

My plan: 63 mini police substations putting officers in neighborhoods, 18 wellness centers for mental health and addiction, co-responder teams pairing police with professionals.

The cost? $1.2 billion – same as the approved budget. Zero tax increase.

The evidence? 50+ cities already doing this. Boston: 63% crime reduction. Newark: 35% reduction. This works.

I’ve published an 831-line budget online. Every dollar accounted for. Complete transparency.

I’m not making promises – I’m showing you the plan.

Louisville can lead the nation. But we need leadership ready to govern from day one.

Let’s do this together.

• Dave

Learn more: rundaverun.org/budget”

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EMAIL MESSAGING

Fundraising Email:

Subject: Louisville deserves better

Body:
“[First Name],

Louisville has a public safety problem. But we also have a solution.

50+ cities across America have transformed their approach – prevention over reaction, partnerships over police-only response, evidence over politics.

The results? Crime down 35-63%. Better outcomes for everyone.

I have the plan to bring this to Louisville. 63 mini police substations. 18 wellness centers. Same budget, smarter priorities.

But plans don’t implement themselves. I need your help.

Can you chip in $25, $50, or $100 to help us reach voters with this message?

[DONATE BUTTON]

This election is about who’s ready to govern. I’ve done the work. Now I need your support to share the plan with Louisville.

Thank you,
Dave Biggers”

Volunteer Email:

Subject: Help me knock 100,000 doors

Body:
“[First Name],

Every door we knock is a conversation with Louisville’s future.

I have the plan – evidence-based, detailed, proven to work. But I can’t reach every voter alone.

That’s where you come in.

Can you spare 4 hours this month to knock doors and share the vision?

[VOLUNTEER SIGNUP]

We’re building a movement for evidence-based governance. Your 4 hours = 50 doors = 20 voters reached = 3-5 votes earned.

Together, we can reach 100,000 voters and win this election.

Sign up today: [LINK]

Let’s do this,
Dave”

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CRISIS COMMUNICATION MESSAGING

If Attacked Unfairly:

“I appreciate the opportunity to set the record straight. [State facts clearly]. My 831-line budget is published online for anyone to verify. Transparency is how you build trust – that’s why every detail of my plan is public. Let’s focus on what actually works for Louisville, not political attacks.”

If Mistake Happens:

“I made a mistake, and I want to own it. [Explain what happened]. Here’s how we’re fixing it: [Solution]. I’m not perfect, but I’m committed to transparent, accountable leadership. When errors happen, we acknowledge them and make them right.”

If Controversy Emerges:

“I understand the concern about [issue]. Let me be clear about where I stand: [Position]. This is why: [Evidence/reasoning]. I’m committed to following the evidence and doing what’s best for Louisville, even when it’s not politically easy.”

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MESSAGING CONSISTENCY CHECKLIST

Before any communication goes out, verify:

☐ Aligns with one or more core messages
☐ Uses approved language (not banned words)
☐ Appropriate tone for audience
☐ Factually accurate
☐ Includes call to action or rundaverun.org
☐ No contradictions with previous statements
☐ Proofread for errors
☐ Approved by communications director

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THE GOLDEN RULE

Every single communication should answer:
1. What’s the problem?
2. What’s Dave’s solution?
3. Why does it work?
4. What should I do next?

If your message doesn’t answer these four questions, revise it.

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FINAL THOUGHTS

Message discipline wins elections. Every volunteer, every speech, every social media post should reinforce the same core truths:

✅ Same budget, smarter priorities
✅ Evidence-based, not political
✅ Ready to govern day one

Stay on message. Stay focused. Stay true to the evidence.

Let’s win this. ????

rundaverun.org

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Messaging Framework | Created October 2025 | For Dave Biggers Mayoral Campaign