Priscilla S. Cox (President)

Susan L. Aronson (Clerk)

Jeanette J. Beach-Billingsly

Edward Harris, Jr.

Gregory N. Jones

Brian D. Myers

William H. Lugg, Jr.

MEASURE A⁺

MARCH 10,1998

MELLO-ROOS BOND ELECTION

(A FIVE PART EVENT)

•— 140 DAYS —•

October 20, 1998

I. Planning

II. Positioning

III. performance

IV. Power Play

V. Party

PLANNING

• Public Opinion Survey #1 Completed

• 1995-2010 Facilities Master Plan Prepared

• Proposition 203 Passes

• Financial Plan Deliberations

• Visit School Districts with Successful Bond Elections

• Legal Election Activity Parameters Established

• Conference with Registrar of Voters

• Board of Education Workshop

• Confirm Tax Rate Required and Bond Amount

POSITIONING

• Superintendent suggests to Board need for new Bond

• Business, Employee, Developer, Building and Community Leaders advised of Bond need

• Openly start suggesting need for Bonds

• Show 1987 Accomplishments

• Developers and Builders "Agree"

• Establish Relationship with "Political" Consultant

• Potential Steering Committee Members Invited

• "Invite" Key Community Leaders to October 20 Board of Education Meeting to Speak in Support

• Board of Education Adopts Resolution of Intention

November 1997

• Steering Committee

  •     Confirms tasks

  •     Confirms meeting schedule

  •     Requests voter information

  •     Confirms strategy

  •     Agrees on name

  •     Obtains registration number

  •     Certificated Business People

  •     Classified Builders

  •     Parents School Administration

  •     Voters Developers

December 1997

• Confirm Polling Places

• Confirm Open House Dates

• Secure Ballot Argument Endorsements

• Complete Required Electioneer Activities

• Press Materials and Events

• Fact Sheets

• Fact Slides

January 1998

• Employee Groups Solicit Campaign Funds

• Finance Committee Solicits Campaign Funds

• Telephone Bank #1 to Establish Support from Non-Parents

• Site Coordinators Schedule Activities

• Speaker's Bureau Trained

• Parents

• Board Members

• Citizens

• Site Administrators

• Parent Volunteers -- Dear Friend Letters

• Campaign Office Opened

• Question/Answer Sheets

• Advocacy Pieces

• Absentee Ballot Applications

• Message from Community Leaders

• You're Invited

• Urgent Message

• Fair is Fair

• Dear Friend Letter

• Grand Jury Letter

February 1998

• Telephone Bank #2 to Establish Support from Consistent Voters

• Continue with Solicitations

• Polling Places Organized

• Speaker Bureau Activities

• Media Events

• Letter Writing Continues

• Bus Tour

• Absentee Ballot Application Finalized

• Start Telephone Bank #3 GOTV

March 1998

• Thank You for Dollars

• Invited to Party

• GOTV Telephone Bank

• Finalize Letter Writing

• Finalize Election Day

• Parking Lot Monitors

• Trouble-Shooting Team

• Media Activity

• Election Party

• 83,000± voters

• Polls show 71% overall support of School District

• 85% of parents believe School District is doing adequate job

• 77% of non-parents believe School District is doing adequate Job

• Expect 18-20,000 to vote

• 83,000± total registered voters

• 21,940 parents are registered voters

• 22,000 ± vote regularly 5/5

• 5,600 parents vote regularly 5/5

• 16,400 non-parents vote regularly

• Absentee Ballot

• All parents who vote absentee

• Non-parent supporters from telephone bank

• Phone Bank

• Non-parent absentee

• Non-parent 5/5 All parents

• Target Campaign Mailers

  • 3 mailers to parents

  • 2 mailers to high propensity voters

  • 10,000 Dear Friend letters

• Election Night Poll Watch

• Personal Thank You to Contributors

• Public Recognition

• Board of Education

• Newspapers

• Framed List