The Albany school district turned employees into ambassadors of information during its $55 million bond measure campaign.

In the months leading up to the November 2006 election, hundreds of well-informed staff members wore buttons that read, "Ask me about the bond!" Employees were briefed about the bond projects for their campuses and were encouraged to share information with friends and neighbors.

The bond measure won with 55 percent of the vote. As a result, the district will acquire land, build a school, expand several schools, renovate science labs, and upgrade electrical and water systems districtwide.

It was the second victory for the bond measure. In May 2006, the measure won with 57 percent of the vote, but the victory was nullified because only 46 percent of registered voters cast ballots.

Winning a tax increase for schools takes three things: a clear objective, a strong group of volunteers and a truckload of work.
Pat Bedore, Greater Albany Superintendent

Superintendent Pat Bedore said staff involvement was one of the keys to Albany's November victory. Also important to victory were a history of strong relationships with the community, years-long community engagement efforts around facilities issues, research, discipline and hard work.

The district started making the community aware of its facilities needs in mid-2004 when it appointed citizens to a facilities advisory committee that visited schools, consulted with facilities experts and studied enrollment-growth forecasts from the district and Portland State University's Center for Population Research. Within 18 months, the committee had made recommendations that became the basis for a bond measure resolution by the school board.

District officials began preparations for an informational campaign by attending OSBA's Bonds and Ballots workshop and meeting with representatives from successful campaigns in Corvallis, Lebanon and Sweet Home. In June 2005, the district launched its informational campaign.

School board members and key administrative staff started an informational campaign committee. It grew to include union leaders, teachers and support staff. Early in its existence, the committee commissioned a video in English and Spanish highlighting district needs. It was shown at parent meetings in the fall and posted on the district Web site.

The district also worked with local news media to report on the issue and held community forums before the school board's decision in November 2005 to put a measure on the ballot.

Shortly thereafter, campaigners used non-work time to establish links with an advocacy committee of business leaders, retirees and union leaders. The two groups stayed in close contact and held weekly meetings.

Both groups brought in consultants. The district hired Randall-Dixon Public Relations to develop an informational plan, the video and support materials. The advocacy group hired Decision Research to conduct an opinion poll and Ogilvy Public Relations Worldwide to develop a campaign plan. Private and business donations underwrote the advocacy effort.

During the run-up to the May election, the informational committee distributed brochures for the schools, held neighborhood meetings, continued working with the news media and placed information on the district Web site. The district also developed an informational flier that was distributed to 20,000 households in the city of Albany's utility bills.

Meanwhile, the advocacy committee was canvassing precincts, organizing rallies, making speeches to community groups and writing letters to the editor. Advocates also secured endorsements from the local Chamber of Commerce and other business organizations.

Getting out the vote was a high priority. School reader-boards reminded passers-by to vote. Electronic newsletters carried regular updates on bond information and progress to staff and community leaders. Burma Shave-type signs were posted along high-traffic areas with messages such as "A ballot is a terrible thing to waste!" The advocacy group also called voters to remind them to vote.

When the first ballot measure failed, the campaigns barely lost stride. The school board quickly decided to put the same measure on the November ballot. The video and some of the campaign materials were updated.

Then came the "Ask me" button campaign.

District employees were encouraged to wear badges reading "Ask me about the bond!" The school board chairwoman visited every worksite and quizzed staff about the bond. Those with correct answers "won" cookies.

Workers were encouraged to design eye-catching badges for display at the last board meeting before the election; those who did got coffee cards. The increased emphasis on school-level information produced more staff volunteers for the advocacy campaign.

The "Ask me" campaign helped maintain bond-measure visibility during the fall, when dozens of other campaigns were saturating traditional communication channels with their messages.

In the end, the election wasn't even close - more than 11,000 people voted for the measure.

Superintendent Bedore says the campaign taught her an important lesson:

"Winning a tax increase for schools takes three things: a clear objective, a strong group of volunteers and a truckload of work."