Famous Quotes in School Millage History The school board and administration will just waste the money anyway. They re crooks. My kids are done with school, so I am done paying for it. Let someone else pay for it. It didn t have an elevator when I went there, and we don t need one now. We just carried the handicapped kids up the steps. I am voting no because the break room for teachers is too big and the bus is always late. Plus, the teachers are paid way too much. She supported closing the school so I un-friended her.
The Bond Campaign Soup to Nuts: A Full Course of Planning and Messaging Served Hot and Ready 67 th Annual Convention November 14-17, 2013
Presenters Scott Rose DLR Group Principal Assessment & Planning Specialist Karen Montovino Planning & Messaging Specialist #1 Education Design Firm in the World (Source: World Architecture, 2012) 21 offices coast-to-coast and in China Community Consensus Experts 86% Avg. Bond Passage Record (nationally) Bond Size: $4M - $450M Building assessments: over 100 million SF Facility bond planning: over 200 school districts
Agenda Assessments & Planning Know the Rules The Active Campaign The Bond Did Not Pass Case Studies Questions THE TAKE AWAY: DATA DRIVES EVERYTHING
ASSESSMENT & PLANNING Long Range Educational Planning is both TAKING and CREATING a Journey with the Entire Community Meeting 1: Understanding the Needs Meeting 2: Dialoguing the Impacts Meeting 3: Creating the Outline Meeting 4: Finding Common Ground Meeting 5: Finalizing the Details Meeting 6: Taking Next Steps
CAPACITY ANALYSIS PHASE 1 PREPARATION
PHYSICAL ASSESSMENT PHASE 1 PREPARATION
LEARNING PHASE 1 PREPARATION Learning is NOT what it used to be thankfully! NEW SCHOOL
EDUCATIONAL ASSESSMENT PHASE 1 PREPARATION
GRADING & BUDGETING PHASE 2 ASSESSMENT Critical Maintenance Safety and Security Educational Equity Capacity and Grade Configuration Technology Status Facility Report Card (FCI)
ENGAGEMENT PHASE 3 DISCOVERY April Workshop 1: Define your Vision! May Workshop 2: Precedent and Tours May Workshop 3: Refine the Vision June Workshop 4: Exploring Learning Environments June Workshop 5: Organizing the Environments July Workshop 6: Defining Attributes August Workshop 7: Ta Da!
ENGAGEMENT PHASE 3 DISCOVERY What is most important: that all elementary schools are equitable in class size and have space for support programs, or having small building enrollments (i.e. smaller schools) 1. Equitable 2. Small enrollments 3. I Don t Know 0% 0% 0%
ENGAGEMENT PHASE 3 DISCOVERY Would you support closing schools, if it would provide cost savings and expanded educational opportunities? 1. Yes 2. No 3. Maybe with more information 0% 0% 0%
ENGAGEMENT PHASE 3 DISCOVERY
CONCEPTUAL EXPLORATION PHASE 4 SOLUTIONS
DISTRICT-WIDE VALUE PHASE 5 REFINEMENT Projects positively impacting every student Clear scope at every site Illustrative and narrative Triple-checked figures
SCHEDULE PHASE 5 REFINEMENT
THE PLAN PHASE 6 COMMUNICATION KEY MESSAGE POINTS Do First Things First! Develop from your plan and message points: Supporting basic plans and images Figures in simple terms FAQ Sheet (you will ADD to this) Break down by site
MESSAGE CALENDAR PHASE 6 COMMUNICATION Weekly Messages Register to Vote Warm, Safe, Dry Overcrowding Consequences of a No Vote Financials Every Student Benefits FAQ Vote Distribution Channels Backpacks and Mailers Website Facebook Marquee Signs Staff Email Blasts IN PERSON FORUMS Your Communications Plan
SOCIAL MEDIA PHASE 6 COMMUNICATION District: 0 to 2,370 followers in two months Vote YES Group: 0 to 708 followers in two weeks
NO MILLAGE RULES
Did You Know 1/3 of students say their parents have no idea how they are doing in school.* 1/6 of all students report that their parents don't care whether they make good grades in school or not.* 1/5 of parents consistently attend school programs.more than 40 percent never do.* 47% survey of 10,000 public school teachers show 47 percent say families are less involved in their children's education now than five years ago.** *From Beyond the Classroom: Why School Reform Has Failed and What Parents Need to Do by Lawrence Steinberg, **Gates Foundation survey
KNOW Your Millage Rules 20-60-20
KNOW Your Millage Rules Rule #1 The community must be engaged in helping craft the facilities solution on the ballot
10 Critical Planning Items to have in place before the board authorizes an election: 1. Scientifically understanding the public, the parents and your key messaging.i.e. Surveys! 2. Prioritize educational goals 3. Discuss and solve parity & equity 4. Incorporate community expectations & culture 5. Analyze demographics 6. Integrate technology 7. Focus on safety & security 8. Accommodate future trends in learning & facilities 9. Optimize use of existing sites & facilities, while anticipating future site & facility needs 10. Establish realistic schedules & budgets Planning Curriculum Operations
Have you ever voted for someone or some issues on a ballot where you did not know the candidate or the reason the issue was on the ballot? 1. Yes 2. No 0% 0% 0 of 5 1 2
KNOW Your Millage Rules Rule #2 Vested Voter apathy is your enemy: Defeat it USE YOUR DATA!!
KNOW Your Millage Rules Rule #3 Make sure the ENTIRE school board is in support AND active in the campaign.
KNOW Your Millage Rules Rule #4 Tangible Educational Benefits of a YES vote and the Consequences of a NO vote must be formalized and understood within the Vested Voter Ranks.
KNOW Your Millage Rules Rule #5 Don t let the YES committee drive/lead the education effort
In the first half of 2012, Nationally* which gained the most public approval? 1. School Millages for Construction 2. School Tax Levies for operations *ballotpedia 0% 0% 0 of 5 1 2
*California, Florida, Illinois, Michigan, Missouri, Ohio, Oregon, Washington and Wisconsin 80 70 60 50 40 30 20 10 0 44.3% 73.4% School Millages School Tax Levies
How well do you know your voters?
Every District has two audiences with distinct differences and interests
KNOW Your Millage Audience Vested Voter (n.) A registered voter whose children will directly benefit from the solution at some point in their education. A registered district employee living in the district.
KNOW Your Millage Audience Non-Vested Voter (n.) Everyone else.
Vested Voter Expectations Typical Vested (ranked in order of importance) 1. Quality of Education/Performance 2. Classroom Space Needs/Size 3. Fair School Boundaries 4. School Safety 5. Technology Access 6. Overall School Size 7. Athletic Competitiveness/Opportunities 8. Taxes (Value) 9. Non-sport Extra Curricular Opportunities 10.Bus Route/Walking Distance
Non-Vested Voter Expectations Typical Non-Vested (ranked in order of importance) 1. Taxes (Low) 2. District Quality Perception (ROI) 3. Elected Leaders Credibility (Impeccable) 4. District Leaders Credibility 5. Athletic Performance (No Losers) 6. Quality of Education/Performance (100% graduation rate and everyone aces the ACT/SAT)
THE ACTIVE CAMPAIGN
District Mission Vested Party Informers District Leadership Architect/ Financial FACT BASED EFFORT District Prepares Bible to Educate School Leadership Engaged /Accountable Targeted Information Reminders Delivered Vested Voter Informed
District Mission Vested Party Informers Bond Committee Mission Non-Vested Patrons FACT BASED EFFORT District Leadership District Prepares Bible to Educate School Leadership Engaged /Accountable Targeted Information Reminders Delivered Vested Voter Informed Architect/ Financial Visible Steering Committee (SC) SC Uses Bible to Promote Community Leadership Informed/Engaged Targeted Promotional Reminders Delivered Community Patrons Informed PROMOTIONAL EFFORT
DISTRICT MATERIALS PHASE 6 COMMUNICATION Vested Voter Engagement
PAC MATERIALS PHASE 6 COMMUNICATION Vested Voter Engagement
When do you think you start promoting a millage election? 1. At the beginning of the school year 2. 8-12 weeks before election day 3. Day after last millage election 4. Upon Board approval 5. Election day 0% 0% 0% 0% 0% 0 of 5 1 2 3 4 5
In your opinion, are Vote YES committees used more or less to educate the public about millage votes than 10 years ago? 1. More 2. Less 3. The same as 10 years ago 0% 0% 0% 0 of 5 1 2 3
Social Media In The Campaign
What percentage of moms (vested voters) use Facebook?* 1. 1 in 10 2. 4 in 10 3. 6 in 10 4. 9 in 10 *Facebook 2012 0% 0% 0% 0% 0 of 5 1 2 3 4
Where do more Parents go Online to get School Information? 1. District website 2. Facebook / Twitter 0% 0% 0 of 5 1 2
According to Ipsos North America, a market research firm: 60 50 57% 40 30 20 10 0 26% District website Facebook/Twitter
Did You Know 1 in 9 30 billion 190 million 500,000 people on the Earth are on Facebook pieces of content are shared on Facebook each month average tweets per day occur on Twitter users are added to Twitter each day Source: Facebook November 2012
KNOW Your Social Media Rules Rule #1 Lead, don t follow. The conversation will happen, initiate it and become the go-to source for information.
KNOW Your Social Media Rules Rule #2 Post regularly. Stay in front of your followers.
KNOW Your Social Media Rules Rule #3 Identify a team of individuals to refute negative posts.
Would you hire this individual? 1. Yes 2. No Facebook Post: I tried to explain that the "facts" and figures are false and that much of what is on the millage is not needed. Believe me, I do my best in conversations, but I have to be careful. I really would like to have a job someday as a teacher in this district. :) LOL 0% 0% 1 2 0 of 5
KNOW Your Social Media Rules Rule #4 Be the buzz around and on election day. Send calendar reminders to vote.
I WENT OUT FOR A BOND AND IT DID NOT PASS. NOW WHAT?!?
FIND OUT WHY IT FAILED In Person Surveys Backpack flyers Phone surveys Online Surveys Social Media ANALYZE THE DATA & ADJUST
GENERAL RULES Upper 40 s Apathy killed it Mid to lower 40 s A divisive issue Below 40 Fundamentally flawed
WASHINGTON CASE STUDY
First Election May 2011 Bond election $125 million for additions to high school, junior high, and1 middle school; new elementary and one replacement elementary; miscellaneous repairs throughout Defeated at 52.5% yes (must hit 60% in WA)
Why didn t it pass? Worst election cycle in 20 years Wrong plan for the community Not clear enough with needs Didn t talk about consequences
Second Election Nov. 2013 Bond election $195 million for new high school, partial replacement of one elementary; miscellaneous repairs throughout Passed at 69.51% yes (9.540 yes votes)
Why? Simple, concise message A vision and plan that energized the community Clear on consequences Better economy
OREGON CASE STUDY
District Demographics Resident population = 4,500 District enrollment = 1,130 Elementary School enrollment = 550 Junior High enrollment = 180 High School enrollment = 400
Millage History 4 Bond elections: Nov. 2008 - $26.5 million Nov. 2010 - $26.5 million (QSCB funds) May 2011 - $10.5 million (same cost) May 2012 - $10.5 million (passed by 9 votes)
Election Results Since May 2009* May Success Rate 2009: 2/4 Pass 50% 2010: 2/3 Pass 67% 2011: 6/12 Pass 50% 2012: 5/6 Pass 83% 2013: 4/10 Pass 40% November Success Rate 2009: 2/3 Pass 67% 2010: 1/8 Pass 11% 2011: 0/2 Pass 0% 2012: 4/6 Pass 67% 2013: 2/11 Pass 18% Total: 19/35 Pass 54% Total: 9/30 Pass 30% *: May 2009 was first since Measure 56, ending Oregon s double majority requirement
The Plan ALL STUDENTS BENEFIT Safety at the elementary school Phase 2 of the middle school replacement Safety, heat, and critical systems at the High School
New Approach in 2012 Engaged wider planning group for buy-in & volunteer force Directly targeted information to vested voters overcome apathy No yard signs, posters, or big rallies They determined in a small rural community, the campaign is different. You have to not rile the No voter get EVERY vested voter to vote
Grass Roots Repeat back Q&A from planning Straight forward millage information Key message points Engaging Staff Educating parents Business community impacts AND benefits Which tools do OUR voters use Overcoming opposition
Victory in May 2012! High School & Elementary work near completion Middle school under construction
The Know Your Millage Do s / Don ts Successful Recruits strategically, organized, focused, proactive process. Avoids summer and board elections. Ideal time: Thanksgiving to Christmas. Fall is better than Spring Lives by the 20-60-20 rule of school campaigns. Educates the committee / public with tangible benefits of voting YES AND the consequences of a NO vote Makes sure the ENTIRE school board is in support AND active in the campaign. Unsuccessful Unorganized, reactionary process, totally volunteer Vote date is dictated by building occupancy need, construction time line or nonstrategic decision Focuses on one or both of the 20% Focuses only on benefits of passage Ignores the power of one
The Know Your Millage Do s / Don ts Successful Runs a dual path campaign: Path one, run by the district, targets the vested voters Path two, run by bond committee targets patrons/community Unsuccessful Runs a single shotgun path campaign Tax pain threshold is factored into solution and master plan Scientifically knows what the community wants and expects Ballot issue is perceived to be about education and kids Builds this project is a no brainer consensus prior to ballot vote. Confident bond will pass prior to vote Needs AND wants drive final solution Assumes they know via public forums or word of mouth). About admin, board, taxes, brick & mortar, or the construction costs Predetermined solution and schedule drives ballot process No clue if it will pass, buts lots of hope.
QUESTIONS?
THANK YOU! Scott Rose, 503-274-2675, srose@dlrgroup.com Karen Montovino, 503-274-2675, kmonotvino@dlrgroup.com