Background

The Pacifica School District lost a parcel tax election in May 2007 with 58.5%. As budget cuts continued impacting academic programs and teachers, the school board placed a revised parcel tax measure on the ballot in June 2008. Polling data indicated only a 59% approval rating for the measure, which meant the campaign needed to out-perform its polling by 8 points – a very difficult task.

What We Did

By analyzing the 2006 polling data and using knowledge gained from other communities, TBWB created a winning message and direct mail plan. We also guided the privately-funded volunteer campaign committee to keep all volunteers on-message at all times – from the ballot argument to the last piece of mail.

We also created a thorough Get-Out-The-Vote plan to help the campaign capture every possible vote – a plan that proved essential when Measure N ultimately passed by exactly one vote.

Results

After anxiously waiting one month for final certification from the county, including a full recount of the vote, Measure N passed with exactly 66.7% of the vote.