Mason 21st Century Committee
Vote Yes on Mason Schools Bond
Campaign Goal: Pass a $27 million proposed bond issuance which would make vital improvements to Mason school facilities.
- 1996 PRSA Silver Anvil for Community Relations
Tasked with assisting a coalition of diverse stakeholders in a bond issue campaign, Roger Martin led communications and media relations for the Mason 21st Century Committee. The team conducted extensive research on Mason’s proposed bond issuance, gaining a thorough knowledge of how the money would be spent. We also used a comprehensive survey of potential voters to learn what the public’s opinion was on the issue, what messages would be most effective, and who would be the best target audience. Past campaigns regarding similar proposals also helped us understand what issues mobilized the voters most. We interviewed staff, teachers, administrators and community members as well to gain several different perspectives, which further informed our messaging.
Action Plan & Communication Overview:
Based on the research about effective messaging for the target audiences that would ultimately support the bond, we developed the primary message, “Our schools are flunking out” with a supporting message of “It’s your vote. It’s their future.” These key messages were used to create talking points for coalition members and stakeholders, as well as materials for volunteers such as scripts and fact sheets. We secured paid media in the form of billboards to educate the community about the ballot proposal, and earned media by publishing articles and op-eds in local newspapers. We helped organize and mobilize volunteers that were critical in spreading our campaign’s message.
- Our campaign mobilized the largest turnout in Mason history, at the time.
- We placed several op-eds in local news outlets.
- The bond issue gained widespread media coverage.
- Most importantly, we won. The highest value proposed bond passed, securing over $27 million for critical updates to Mason school facilities.