New Mexico Judicial Performance Evaluation Commission

Judicial Retention Reports to Voters

In the 2002, 2004, 2006 and 2008 general election cycles, the New Mexico Judicial Performance Evaluation Commission has engaged CWA to communicate its recommendations to voters on whether to retain New Mexico Supreme Court Justices, Court of Appeals Judges, District Court Judges and Metropolitan Court Judges standing for retention. Under the state’s constitution, these judges must receive 57 percent of votes in the affirmative to stay on the bench.

Challenges

Create a logo/graphic identity for the New Mexico Judicial Performance Evaluation Commission (NMJPEC), which had been established in 1997 by the New Mexico Supreme Court but was not well known.
Educate the public on the mission of the NMJPEC and demonstrate that its evaluations are important in deciding whether to vote to retain sitting judges.
Disseminate comprehensive information on the evaluations to the voting public in the most cost-effective means possible due to a very limited budget.

Activities

Develop a dignified yet cost-effective black and white logo for the organization.
Develop an easily accessible, informational website (www.nmjpec.org) to make information available in a cost-effective manner to voters.
Develop and produce cost-effective materials that could be distributed to voters throughout the state via major newspapers and libraries, community centers, etc.
Create a speaker’s bureau for JPEC members and market presentations to civic and charitable clubs.
Create a PowerPoint and slide presentation for JPEC members to use when making speeches.
Create a simple rack brochure for JPEC members to distribute as “leave behinds” at presentations.
Produce and place radio public service announcements on news-oriented radio stations in key New Mexico communities during each election cycle.
Organize press conferences in September of each election year to generate media attention on the Commission’s evaluations and recommendations to the voters on which judges to retain.

Results:

In 2002, 3 of the 4 judges for whom the NMJPEC recommended “do not retain” were not retained in the general election.
In 2004 and 2006, voters followed all of NMJPEC’s recommendations for retention.
In the three election cycles, the JPEC has received more than $75,000 in earned media coverage (print, radio and television stories).
JPEC members have made more than 35 presentations to more than 1,000 attendants.
The website has attracted more than 10,000 visitors, who visit an average of 6.9 pages.

NOTE: In 2008, JPEC launched its most comprehensive communications campaign ever, with 12 different versions of a Judicial Retention Voter’s Guide being distributed through the state’s major newspapers. The Guides detailed JPEC’s recommendations on 76 district court judges and 2 appellate judges standing for retention.

Materials developed
for this campaign:

Logo
Website
Voter materials
Developed speakers' bureau
Brochure
Organized press conferences
Radio public service announcements