Bond Issue 2018Final Overview

Research

Analysis

Implem

entatio

nEvaluation

Communications 101

Goal of Communication Plan•Win by 60% or better a $109.9 million school

bond election by providing factual information

to all target audiences.

Objectives:• Develop a bond proposal majority can support.

• Utilize research to drive the overall communication efforts.

• Create awareness about the bond proposal.

• Inform the community of key points & secure 6,437 yes

votes.

• Build knowledge of employees so they understand the need

& are able to answer commonly asked questions.

• Increase the voter turnout in PLCS for the primary election

by 5%.

• Increase the number of absentee voters to 2,500.

Comm Plan Big Rocks•General Information

•face to face mtgs•3 direct mail to everyone•Min of 7 reaches to parents & staff

•Social Media Strategy•Facebook Live•Promote Early Voting•Get out the Vote•Media

Social Media Strategy•Communicate key talking points, meeting dates & importance of voting.

•Gauge the perception of the community by monitoring social.

•Respond when questions need to be answered or to clarify information.

•Do not engage in negativity.•Research and utilize the Facebook algorithm to maximize each post

• LIVE video = King, Video = Queen, Images = Prince, Text with a Link = Princess, Text Only = Jester

• Utilize engagement (Love’s and shares) to increase visibility

Evaluation

Social Media Evaluation10 informational videos & 3 vote videos•Videos reach ranged 1,200-14,000•Video views ranged 400-7,000•Boosted key videos•Total 41,559 unique views of all videos•Total reach of 116,364

Facebook Live EvaluationLive @ Lunch (4x 15 min each)•86 live viewers•3,929 unique views•7,604 total reach

FB Live (1x 1 hour)•76 live viewers•1,597unique views•3,284 total reachv much more engagement

Facebook Live EvaluationNeighborhood Presentations Live(12 total)•97 live viewers•3,341 unique views•6,401 total reach

Face to Face Reach•16 Discovery Tours (2x)•22 Community Q & A (2x)•121 Neighborhood Presentations (15x)•203 Advisory Members/Civic (12x)•1,700 Staff (22x)

Total Reach 2,062Total non staff Reach 362

Absentee Voting & Vote •3,161 clicks on absentee bit.ly link•sent text = 807 clicks (May 3)•125 absentee requests submitted via PLCS

•Poll locator 1,639 clicks election day•2,597 clicks total

Did it work?

RESULTS…•10,258 Total number of voters

•29.45% voter turnout in PLCS •Increase of nearly 10%

•3,676 early voters •70% in favor

•Won by 67% majority•Carried every precinct 56%-79%

Post Bond Survey…•N= 1559

•80% parents %20 not•28% staff

•97% Aware•Sources: email, social, text•Preferred source: email, newsletters, social

•Talking points very clear (safety, growth and improvements)

Post Bond Survey…General Comments•Overkill on communication•Concerned about taxes•Support of PLCS•Want safety focus•Lack of general understanding•Want ongoing communication

Lessons Learned•Social media is key•Need to start earlier•May is not ideal time

Next Steps•Ongoing communication

•Timeline•Safety

Thank you!

Questions…