Case Study

Open Space Measure

Sonoma County Agricultural Preservation and Open Space District

Background

The Sonoma County Agricultural Preservation and Open Space District is responsible for preserving over 68,000 acres of clean water sources, scenic vistas, wildlife habitat, working farms, vineyards, parks and trials since its establishment by voters in 1990. In 2006, the District was presented with the opportunity to further its mission by renewing expiring funding that supported preserving Sonoma County’s natural areas, clean water, farms and wild life. 

What We Did

Sonoma CountyTBWB’s challenge was to create a campaign message and strategy that would appeal to all voters in the county. The firm created a message that emphasized the benefits of open space and protecting clean water that was consistent with community values.

Voter communication relied primarily of direct mail, supplemented by television ads, paid phone banks and a field plan that maximized public demonstrations of support for Measure F. In the direct mail program, TBWB targeted subgroups of voters with messages that would resonate best with them based on geography, party registration, gender, and age.

With a robust campaign committee, eye-catching and creative mail pieces that carried these messages to local voters, the Sonoma County Open Space measure passed with 73.69% of the vote.