Background

Prior to working with TBWB, Cupertino Union School District had suffered defeat at the ballot box three times in efforts to pass a parcel tax. Facing dramatic budget cuts in January 2009, the district knew its only option to spare academic programs and retain teachers was to try, once again, to pass a parcel tax.

To protect its 2009-2010 budget, very few electoral options were available to the district. Knowing that the California statewide election to fix the budget would be held in late May or June 2009 (and was likely to result in a very negative voter response), TBWB advised the district to move ahead with an unusual mail-only special election on May 5, 2009.

Early polling showed that local voters very narrowly supported a parcel tax measure, but parent support was less than encouraging. To win in the mail-only election, a strong strategy and flawless campaign were necessary.

What We Did

TBWB created a public information strategy to help the district communicate the need for the tax to its parents, staff and community. This strategy included presentations to parents, a district-wide mailing to inform and seek input from the community, as well as a free-media strategy to explain the benefit of the potential measure.

With the measure on solid footing, TBWB then worked with a volunteer committee of parents, teachers and staff to propel Measure B to success. With the state moving forward with its special election to fix the budget on May 19, and even more bad news about the economy, the campaign faced many challenges.

TBWB created a unique “mail-only” field strategy and mail plan to communicate the need for Measure B in order to protect local schools. The committee continued to stay on message, staffed phone banks and precinct walks with hundreds of volunteers, secured an impressive list of endorsers and raised almost $150,000 with start-up tips and ongoing advice from TBWB.