Case Study

THE SITUATION

Willingboro school district needed roofs repaired at seven buildings, gyms added to three, and restrooms built into some classrooms. Those projects made up 80% of a bond referendum’s primary question. A second question proposed an Indoor Track and Basketball Complex as a premier destination for competitions. The administration and Board of Education knew voters would have to see academic benefits in those proposals.

THE STRATEGY

Community members knew students were struggling; test scores told that story. They also needed to understand how the referendum was tied to learning environments, and Laura Bishop Communications helped district leaders tell that story. Roof leaks disrupted lessons and so did escorting pre-k and kindergarten students to hallway restrooms. Elementary schools used regular classrooms for physical education; new gyms would reclaim those to keep class sizes smaller and academic outcomes higher. The referendum also proposed science lab and media center renovations – both with more obvious connections to learning. 

There were financial benefits, too. Repairing roofs would improve energy efficiency and reduce repairs, preserving more of the budget for instruction. The indoor track was envisioned as a future money-maker for those needs.