Feature Story |
 A Simple Message Wins Big
Friends of Birmingham Public Schools
The challenge faced by Birmingham Public Schools in the summer of 2006 will sound familiar to many school districts. An operating millage representing $12.4 million in annual revenue was up for renewal. In the past two years, voters had passed a bond fund but voted down two other ballot initiatives.
To make matters worse, the declining auto industry and floundering state economy had put voters in a conservative frame of mind. |
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Finding the story
In August, the SilverTree team joined the campaign, with the election only three months away. A quick study of community demographics illustrated an 80/20 split between voters who did not have children attending public schools and those who did. The “80/20 split” became vernacular for campaign volunteers and was the center point of our strategic plan. |
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Shaping the story
Once the key strategy was articulated, the SilverTree team guided the campaign leaders toward the selection of a clear identity and a simple message.
Great Schools = Great Communities
Graphically represented with yellow and white text against a chalkboard green background, the yard signs were distinct and memorable against a sea of traditional red-white-and-blue candidate signs. This innovative color scheme was echoed throughout every communications piece created – from website to brochures, postcards, nametags and stickers. |
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Telling the story
The campaign kicked off with a rally that built the base of supporters from 120 to 1300 volunteers. Campaign leaders presented the key messages and led brainstorming for school-based activities. The rally concluded with an inspiring media presentation called “Be Proud” set to powerful music. Not a single person left the rally early.
This newly knowledgeable and empowered core began to expand the message into the larger community. A dynamic speakers bureau was outfitted with custom PowerPoint presentations and video, and the army of 1300 volunteers were equipped with pocket cards listing the key messages for driveway and sidelines conversations. Brochures were mailed out, emails sent and sent again, postcards were hung on doorknobs and, on a rainy November day, volunteers answered last minute questions at polling locations. |
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Results
On the morning of November 8th the results were in – the millage renewal passed by a record setting 74%. And these results made a lasting impression. With this victory, a negative trend in the voting booth was reversed, and a stronger image was established for the school district. |
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