Oakland School District Bond Campaign
The Oakland School District approached us to support their efforts on a bond measure campaign aimed at funding a much-needed replacement of their Washington Gym. The campaign marked their crucial, final attempt after two failed measures in the 2021 and 2023 elections. The historic gym, built in the 1930s, was partially condemned with inaccessible locker rooms and restrooms, creating a challenge for the school district and an inadequate, disruptive environment for students. Replacing the gym with a new multi-use facility was vital, as it also served as a hub for community activities and clubs, highlighting the need for a fully functional space. In addition, the district was set to receive $4.5 million in state matching funds if the measure passed, but they needed a new strategy to win voter approval.
We collaborated with the District by looking at previous efforts and listening to what had and hadn’t worked in previous campaigns. Based on our findings, we redesigned the campaign with clear messaging that highlighted the improved safety, accessibility, and community-wide benefits of the proposed facility. Our materials included a dedicated landing page, an explainer video from the District’s superintendent, direct mailers, and informational handouts for community outreach. We ensured all campaign materials complied with the Secretary of State campaign regulations, securing “safe harbor” status. We advised the district on outreach efforts, which included organizing town hall meetings and encouraging face-to-face conversations between district representatives and residents.
Oakland Political Action Committee “Yes for Schools” Campaign
In addition, we worked with the external volunteer Political Action Committee (PAC) to create materials and advised their team on strategies for their advocacy campaign. This included meetings and development of clear materials to help with communication about the measure.
The result was a successful campaign that passed the bond measure in the May 2024 election. The campaign secured funding for a safer, more accessible facility for Oakland’s students and succeeded where two previous efforts had failed, helping this small rural district with the essential funds for this facility.
