Background

Santa Monica Malibu Unified School District parents and teachers contacted TBWB to assist with the campaign to renew its expiring parcel tax measure. With a large and diverse committee of parents, teachers and community members, the committee sought guidance on messaging and strategy to win at the ballot box.

What We Did

The geographic and political differences between Malibu and Santa Monica required a regionalized campaign for each of the areas. By analyzing differences between each region, TBWB crafted a winning message field strategy and mail plan to target the more conservative and less-favorable electorate in Malibu, and another to reach out to the large number of favorable and newly registered voters in Santa Monica.

Despite unfavorable media coverage just before the election and ongoing controversy over the allocation of bond money, our committee stayed on-message and flawlessly executed the Malibu and Santa Monica field plans for a victory on Election Day.