Careful planning and research, attention to detail, leadership, committed volunteers, and a level tax rate were key to success when Springfield Public Schools' sought (and got) $42.7 million in last fall's facilities bond measure.

The district plans to replace the aging Thurston and Maple Elementary Schools, replace worn-out roofs and heating and ventilation systems and upgrade the technology infrastructure throughout the district.

Advisory committee plays crucial role

The Facilities Advisory Committee, composed of community volunteers and staff members, identified the projects. Beginning in 2005, the committee met twice a month to pinpoint immediate, intermediate, and long-term needs in the schools. The Facilities Advisory Plan was completed in April 2006 after visits with schools, talks with maintenance staff, surveys of staff members, and public input forums.

The strategy of keeping the campaign low key seemed a bit counterintuitive but, in the end, it payed off - no official opposition was mounted. We did our homework and stayed on message.
John Lively, Facilities Advisory Committee Chair and Strong Schools for Springfield Co-chair

This was Springfield's first attempt to pass this bond measure. With a checkered history of tax-measure attempts, district leaders wanted to be sure they did all their homework. They ran numbers based on priorities identified by the FAC and arrived at two scenarios - $60.6 million that would replace three schools and a scaled-back $42.7 million that could be accomplished continuing the tax rate already in place from a bond measure a decade ago. In May, they contracted with The Nelson Report to test the two scenarios in a survey of Springfield voters. The district hired C&M Communications to help analyze the results and design a strategy.

Bowing to survey results

Analysis showed the district that it would be prudent to scale back the measure and keep the tax level. The final vote was a little better than predicted by the survey - the measure passed by a 14 percent margin. It was the first time in Springfield's bond history that a measure won in every precinct.

The district's information campaign began in August and was focused on keeping the community and staff members well-informed about the measure. The district sent a two-color informational flyer to every voting household in the district to provide factual information as required by state regulations. A Web page on the district site provided accurate, thorough, and transparent information. District leaders held informational sessions for key community stakeholders. The district provided information for schools to use in newsletters and letters to parents. An English/Spanish poster was printed to post in schools. The district also beefed up its get-out-the-vote efforts.

The "Strong Schools for Springfield" advocacy committee, consisting of 23 key school supporters backed up by volunteers, was assembled in August.

C&M provided pro bono assistance to the advocacy campaign and recommended a low-key campaign designed not to arouse opposition. The campaign courted "yes" voters and concentrated on getting out the vote.

The campaign's slogan was "Protect the community's investment," a phrase that had resonated with surveyed voters. The theme was prominently displayed and repeated in two postcard mailings. Phone banks used up-to-date voting records to target "yes" voters. In the end, more than 260 volunteers contributed to the effort. Fundraising efforts yielded more than $14,000 in cash and in-kind contributions.

"We showed the community that we had done our homework and that we were listening to their needs," said Jeff DeFranco, community relations coordinator for the district.

The FAC's thorough study was critical to laying the groundwork for the measure. Thanks to the report, the state of the district's buildings was well-publicized. The district didn't have to speculate about the level of support; the survey gave them the information they needed to compile the list of projects to be included in the bond. The consultants ensured that the district's message maintained the proper line between information and advocacy and emphasized getting out the vote.

Getting help from experienced people and learning from history were extremely beneficial. This was a relatively conservative community facing several tax measures. The level tax rate played a big role. In the end, the combination of transparent and thorough information for the district and targeted messages from the citizen campaign left the right impression on Springfield voters.