Case Study

THE SITUATION

Saddle Brook School District invested hours and resources into planning and communicating for a December 2022 bond referendum to fund capital projects. When the referendum failed, it was a blow to the administrators, teachers, Board of Education, and community members who worked on the proposal and knew the district’s needs weren’t going to disappear without a long-term investment.

THE STRATEGY

With Laura Bishop Communications as the district’s partner, they weren’t deterred. The district quickly rethought the proposal and set a vote date for three months later in March 2023. A revamped communications strategy led by LBC included new tactics. Key messaging points in the early stages of the campaign were “we heard you” and this is a “leaner plan – one that prioritizes fixing our current school buildings and enhancing safety and security.” 

As the messaging evolved, feedback from the Referendum Communications Committee led to a new campaign tagline “Saddle Brook either uses or loses it” in reference to the state aid that the district could secure if the referendum passed. This was just one of many examples of how simpler messaging helped explain the district’s needs in language that resonated with residents. 

During the first referendum, a marketing postcard was mailed to all households. This time, LBC designed a simpler letter on the district’s letterhead with the Falcon mascot. The letter invited the community to a virtual forum two weeks before the vote.

Unlike in the first referendum when yard signs were placed around town, this time volunteers from the Board of Education and Referendum Communications Committee went door to door to nearly 5,000 households having conversations with residents. Branded door hangers helped reach people who weren’t home. 

The district also took a more targeted, proactive approach to reach different audiences. The messaging was clear: everyone should believe that their vote counts.