BOND REFERENDA
Looking to Invest in Facilities? Invest in Solid Communication First
GOING BEYOND THE BALLOT
Holding a school bond referendum is an intense process. Community members are unfamiliar with the nuances of school funding. Taxpayers demand clear justification for any proposed increase. Opponents threaten to take over the narrative in public forums.
Even getting the word out to all stakeholders is a daunting task.
Enter Laura Bishop Communications. We are experts in the specialized field of bond referendum/school vote campaigns. LBC works with key members of your team to develop and refine strategies throughout the process. We start by sharing a communications timeline to provide the reassurance of a comprehensive plan with the flexibility to pivot for multiple factors.
LBC brings our expertise but respects your knowledge of your community. Your input will be essential during this collaborative process. However, expect us to do the heavy lifting. We’ll lead the campaign so you can focus on the work of running your district.
A Collaborative Approach
LBC partners with school district leaders, professional consultants and community ambassadors for a customized, responsive campaign that explains what’s at stake.
GUIDANCE AT EVERY STEP IN THE PROCESS
REFERENDUM CAMPAIGN
- Form Key Messages to engage community and ensure consistency
- Organize community-member committees to shape messaging and outreach strategies
- Create extensive multimedia materials to inform community and get out the vote
- Navigate potential challenges throughout the campaign
- Develop proactive media relations strategy
- Coordinate translation of outreach materials as needed
PRE-REFERENDUM
- Develop community survey to prioritize district needs
- Launch preliminary website to introduce referendum and report survey results
- Communicate with parents and staff to announce website and survey
- Provide talking points to Board of Education members and administration
- Lead interactive meetings with 2-3 focus groups
- Create presentation outlining motivation for a referendum and survey/focus group results
POST-REFERENDUM
- Update referendum website with construction project progress
- Record videos to generate excitement about key milestones
- Provide regular reports via district communication, mailers, and local media channels
- Plan publicity around ribbon-cutting events to celebrate completed projects
BY THE NUMBERS
78% success rate
More than $2B in state aid for NJ schools
15 NJ Counties + NY
DESIGN
From bookmarks to billboards, LBC brings color and creativity to each campaign, including:
- Logo and campaign branding
- Full website dedicated to referendum info
- Videos, from script to production
- Social media and website graphics
- Banners of all sizes, including street banners
- Magnets, stickers, coffee sleeves, other giveaways
- Flyers, posters, palm cards
- Postcards
- Yard signs
- Door hangers
“We are all thrilled with the outcome of the referendum and credit Laura Bishop Communications in large part for helping us to communicate and connect with the community.”
“Thank you! You were absolutely amazing in guiding us through this process. We are Type A here and you worked right with us at that pace. You were also extremely reachable. I cannot thank you enough!”
“I often hear that LBC is the gold standard for communications work – and now I’ve gotten to see it firsthand.”
“Working with LBC was invaluable. Their strategic guidance on messaging, media outreach and community engagement proved crucial. Their expertise in crafting compelling narratives and effectively communicating complex issues to diverse audiences was instrumental, with 4 out of every 5 voters approving our referendum.“
“From the very beginning, the LBC team brought experience, clarity, organization, and encouragement to what can be a complex and demanding endeavor.”
“LBC successfully worked with Princeton Public Schools on two referendums just 14 months apart, in November 2023 and January 2025. Voters approved both, including all three questions in the 2025 referendum totaling more than $89 million. LBC had a full-service team that was able to adapt approaches mid-stream to support the Board of Education, providing the community at large with accurate and easily digestible information. I would use them again in my current district if there were ever a need for a referendum.”
Frequently Asked Questions
Can public school districts hire PR firms?
New Jersey’s “accountability regulations” left a misunderstanding that districts could not pay staffers to be involved in public relations. Not only is that false (though there is a limit on the amount of time a staffer can dedicate), the regs do not preclude hiring firms for specified duties – just like a district keeps other professionals on retainer.
LBC offers a wide variety of services to help bolster your brand or general communications efforts. And there’s no need more pressing than a bond referendum, which can involve sticky explanations of state funding mechanisms and walking a careful line between “we’re good tax stewards” and “we need to borrow money.” See the state code detailed at 6A:23A-5.2.
How much lead time should a district plan for?
LBC recommends a six-month timeline for most campaigns, particularly for fall votes that must account for a quieter period over summer break. However, we are always ready to mobilize our team for quicker-moving campaigns and have worked with two to three months of lead time when needed.
Bond referenda and budget votes with larger-scale projects, significant tax impact or additional factors such as local PILOT development will benefit from additional time.
We form a campaign calendar strategically, raising awareness at the start, capitalizing on existing events and creating opportunities to learn more. LBC is experienced in educating the public while avoiding voter fatigue.
LBC also works with districts on pre-referendum campaigns to engage the community around a year before a vote. This process helps districts gather data on community members’ priorities before project lists are finalized. Residents who are invited to participate in surveys and focus groups tend to feel more invested in the process when it’s time to vote.
What should a district budget for a communications campaign?
Communication is a vital part of holding a bond or budget vote. LBC makes sure it’s also within reach by providing a high level of service at a reasonable fee.
Each campaign is customized. LBC considers the complexity and scope of the referendum, the size of the district, the history of previous votes and other factors when determining what a campaign requires.
LBC spends time getting to know each district, and works with key leadership and citizen committees to determine which campaign elements to deploy. In all cases, we are committed to working within the school district’s budget.
Contact CEO Laura Bishop at [email protected] or 609-405-0129 to set up a meeting where we can discuss your individual needs.
Who can I talk to about the difference LBC made?
After working as teammates through an informational campaign, it’s just as hard for clients to give up LBC as it is for LBC to walk away! These clients (some of whom extended their relationship with us for general communications) have offered to speak with fellow school leaders who are considering a communications firm for a bond referendum.
- Heather Goguen, Business Administrator of Tewksbury Township School District: 908-439-2010, ext. 4232 or [email protected]
- Vincent Caravello, Business Administrator of Marlboro Township Public Schools: 732-972-2000, ext. 6016 or [email protected]
- Veronica Wolf, Business Administrator of Manalapan-Englishtown Regional School District: 732-786-2514 or [email protected]
- Robert Colavita, Assistant Superintendent for Business/Board Secretary of Hopewell Valley Regional School District: (609-737-4002, ext. 2201 or [email protected]
- Danny Robertozzi, Superintendent of Clifton Public Schools: 973-470-2260 or [email protected]
- James Reina, Superintendent of Greater Egg Harbor Regional High School District: 609-625-1456 or [email protected]
- Esther Pennell, Business Administrator for Clearview Regional High School District: 856-223-2764 or [email protected]
What does a communications campaign entail?
LBC plans a comprehensive campaign to communicate about a bond or budget vote in engaging formats that use everyday language.
Although each campaign is unique, we use proven tactics to reach voters and give them opportunities to participate in the process:
- Developing Key Messages that will be the foundation of the campaign but will evolve as needed to include new information or address recurring questions.
- Writing content for and designing a website that is the hub of voter information, with FAQs that will grow as questions emerge.
- Creating professional print and digital communication materials, such as flyers, a postcard or other townwide mailing, video, social media campaigns, banners, yard signs and giveaways.
- Planning an engagement strategy that includes both grassroots outreach and district forums – virtual and/or in-person – to reach all stakeholders.
- Managing media and community relations to be both proactive and responsive, with press releases that reinforce campaign messaging, and authoritative replies to media and citizen questions.
What type of districts does LBC work with on school votes?
LBC has developed communication campaigns for districts of every size. from one-school, pre-K-8 districts to regional districts serving multiple municipalities. Every client receives an individualized approach and access to our full team of communications strategists, writers and designers.
Many clients ask us about our experiences with bond referendum dates: The state allows a school referendum to be held on specific dates each year in January, March, September and December, and during the general election in November. While timing is a determination you ultimately will make in conjunction with your board and professional consultants, we can share that LBC has led numerous successful campaigns on each of the dates.
What else do you do?
We’re so glad you asked!
Effective school messaging is an expectation in the post-COVID era, and LBC works with dozens of New Jersey districts on day-to-day communications, issue and crisis response, and special projects.
We recognize that a school district’s audience encompasses more than parents. LBC tailors internal messaging for staff and develops communication of interest for the wider community and media.
We enjoy the opportunity to tell our districts’ stories and elevate their brands. Our talented in-house art department is ready to create flyers, graphics, newsletters and other print and digital materials. LBC also can audit your existing communication, including website and social media, to identify opportunities to better serve audiences.
Communication is always evolving, so LBC is regularly watching trends and employing new tactics to ensure our districts’ approach resonates with today’s information consumers.
Please browse this website for much more on school communication and specific services.
