Case Study

THE SITUATION

A school funding vote in Rutherford, N.J., fractured the community as one vocally opposed faction attracted others. Discussions pitted neighbor against neighbor. Not only did the proposal fail by a wide margin, but the borough’s sense of community suffered a blow. District leadership was weary, but had to jump right back into the bond referendum arena; they were another year closer to running out of space for some grades.

THE STRATEGY

LBC helped communicate a retooled proposal, find common ground, and motivate voters for a second referendum. We relied on the invaluable input of a citizens committee that brought opinions, feedback and context to the table. LBC became a key part of the team, rather than an outside consultant applying a one-approach-fits-all habit.

We framed all messaging around the theme of One Rutherford: a school district, a business community and a population base that all share the successes, benefits – and yes, the costs – of its schools.

The campaign solidified the community’s spirit with a “1R” logo that was seen around town as car magnets.

We also met our goals of relieving some of the time burden a communications campaign requires, and of applying our proven expertise to its development and follow-through.