Background

After failing to pass three needed tax measures in the high-turnout 2004 Presidential Election, the City of Salinas was forced to close its libraries, leave needed police officer positions vacant and make host of other cuts to city services. Local leaders approached TBWB for more help. Private contributions raised by Rally
Salinas! provided enough money to keep Salinas libraries open until December 2005, but after December the city lacked the funds to maintain the libraries without additional funds. Measure V was the only hope for Salinas to keep its libraries open and continue to maintain other vital city services.

What We Did

TBWB worked with a coalition of local community members, business leaders, labor, the police force, Chamber of Commerce officials and the Mayor of Salinas to develop a strategy to engage the community and pass Measure V. The strategy of direct mail pieces and a targeted field campaign proved extremely effective in gaining serious momentum and support for Measure V.