Case Study
Video Helps Voters Feel Appreciated
The Final Referendum Message that Mattered Most
THE SITUATION
The Manalapan Englishtown Regional Board of Education and district leaders asked the community to learn about a plan to fund building improvements through a bond referendum. The proposal took more than understanding – it also required a community investment. Voters in Manalapan and Englishtown were asked to approve a ballot question so the district could access state funding toward critical building improvements. The district worked to build trust and transparency with members of its communities, and when voters cast their ballots, the support was overwhelming. So, how could the district convey its gratitude?
THE STRATEGY
LBC helped produce a “thank you” video that prominently featured students and staff who would benefit from the improvements. The short, upbeat messaging helped community members understand the impact of their investment. It also was an opportunity to capture the exciting construction progress that was already underway. LBC worked closely with the district to plan, script and schedule the footage that would have the greatest impact. The video was filmed and edited with the same thoughtful approach that guided the informational campaign.
THE WIN
The video was an exclamation point on the district’s strong bond referendum campaign, delivering a “thank you” message that went beyond a typical social media post or email. It recognized and reinforced the community’s level of trust in the district. The Manalapan-Englishtown Regional School District has sustained community goodwill by communicating regularly, acknowledging support and celebrating progress.
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