PLANNING FOR A SUCCESSFUL BOND CAMPAIGN

OREGON SCHOOL BOARD ASSOCIATIONSUSTAINABLE SCHOOLS CONFERENCE

January 27-28, 2010

Matthew J. McCoyVice President for Administration

Central Oregon Community College

COCC GENERAL INFORMATION

Established in 1949, oldest community college in Oregon

District – 10,000 square miles, all of three counties (Deschutes, Jefferson, Crook) and parts of three other counties (Wasco, Klamath, Lake)

Two campuses: Bend and Redmond

Bend – 37% of the voters, the remainder is fairly rural

COCC GENERAL INFORMATION

Prior to early 80’s, like many school districts and community colleges, had to get voter approval annually for operating budget

In 1982, voters approved permanent tax base

Successful bond in 1994 to build library (last passed bond)

May 2002 – “yes” vote but not 50% voter turnout;November 2002 – resounding “no” vote

2008 STRATEGY

Early survey to help determine key messages

Sought to communicate everything to all voters

Expected high voter turnout – Presidential election

Began information campaign early Increasing communicationsFocusing on issues indentified in surveys

Health careersSciencesServices to rural communities

2008 STRATEGY

Used direct mail to targeted voters (identified by survey) in all three counties

Radio and TV to reach broadest audience

Result: 85% voter turnout; 48% “yes” vote

2009 STRATEGY

Gathered information through informal phone surveying

Identified positives by surveying supportive precincts

Expected lower voter turnout (25 – 30% based on passed smaller election)

Information campaign built on keys of 2008 message

Added Redmond Technology Center

Reduced total bond amount

Similar messages but much simplerLess than $2 per month for average homeowner

(information and advocacy)

2009 STRATEGY

2009 STRATEGY

“Modern” grassroots campaign

Extensive emails

Face-to-face communication

Paid staff

2009 STRATEGY

Focused on Bend and Madras to get out “yes” votes

Relied on students and business community

Getting to groups (realtors, Chambers, students) and asking them to communicate to members & friends

Minimal paid advertising

2009 STRATEGY

Signs in Bend and Madras (large and lawn signs)

Local leadership in each community working on campaign/strategies relevant to each community

Refined message for each community

General Message

Localized Message

Localized Message

Localized  Message

2009 STRATEGY

Targeted calling in six primary precincts in Bend

Voter turnout 6% higher in those six precincts

Result: 44% voter turnout; 54% “yes” vote

VOTES BY PRECINCT

Success built on long history in the region

Hard earned credibility developed over time

Messaging kept short, on point, based on surveying

Grassroots communication

Clear understanding of the need

SUMMARY

Questions?

Thank you!

Matthew J. McCoymmccoy@cocc.edu