Using Data to Craft Your Communication Campaign Muskingum Valley Educational Service Center

2 Columbus Dispatch

3 Cincinnati Post

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6 Number of Levies Put On The Ballot by District Since 1994

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8 Levy Home Run Hitters

9 What’s The Formula? No certain formula for levy success, but winning campaigns use research- based practices to greater extent and more effectively than unsuccessful ones.

10 Research-Based Practices Market Research Voter Identification GOTV - Get Out The Vote

11 Market Research Study demographics and census data. Conduct community survey every 3 years to determine what the public values and wants from its schools, whether a levy campaign is looming or not. Use focus groups and informal meetings. Conduct a minute telephone interview with likely voters 3-6 months before an election.

12 Voter Identification Merge voter file with parent file. Analyze voter characteristics and voting trends. Conduct post-election analyses.

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18 Get Out The Vote Establish a personal connection between voters and electoral process Tailor strategies to age, gender, economic, race, parent, and residence considerations Identify unregistered parents and encourage voter registration Face-to-face canvassing Leafleting – door hangers Direct mail Telephone calls and s

19 Voter Segmentation

20 Likely To VoteParentNonParent Not RegisteredRegistration PitchLSDL Never VoteCreate UrgencyLSDL LowCreate UrgencyLSDL ModerateReinforce UrgencyTailor To Demographics HighReinforce UrgencyTailor To Demographics On Message

21 Face-to-Face Walking List

22 Linda & Norman Mail Message

23 Michelle Mail Message

24 Conclusion Use data. Coordinate and tailor communication to various citizen groups. Maintain grass roots efforts during “off year” campaigns. Promote trust, transparency, and good stewardship.

25 References Ehrenberg, R. G., Ehrenberg, R. A., Smith, C. L., & Zhang, L. (2004). Why do school district budget referenda fail? Educational Evaluation and Policy Analysis. (26) Glimpse, W. (2006). School district demographics and analysis consultant

26 References Lifto, D. E. (December 2004). School finance elections: Hip-hop to victory with GOTV strategies. School Business Affairs Lifto, D. E., & Senden, J. B. (2004). School finance elections: A comprehensive planning model for success. Scarecrow Press:Lanham,MD. Lifto, D. E., & Senden, J. B. (April 2005). The case of precinct 5. American School Board Journal

27 References Westlake Citizens Advisory Committee (April, 2006). A benchmark study of levy issues, players, and trends in Ohio.