Situation
The Davenport Community School District serves the educational needs of approximately 15,000 children living in the City of Davenport, Iowa, as well as several neighboring communities that lay west and north of the city. A large portion of DCSD’s capital and maintenance funding is provided by the taxpayers through a dedicated “Physical Plant and Equipment Levy (PPEL),” commonly referred to as “the pebble.” This levy must be renewed through a special election ballot question every ten years. And, 2018 was the renewal year. Both school district administrators and the District Board of Education are prohibited from campaigning in support of behalf of PPEL. In response to growing concern about future funding, an ad hoc committee of community leaders called “DCSD Friends” was organized to lobby for voter support of PPEL two weeks prior to the December 11, special election.
Background
DCSD had suffered several public relations “hits” from State of Iowa officials in the months leading up to the election. The state accused the District of financial mismanagement and racial disproportionality. The District accused state officials of educational funding inequality. In short, DSCD critics were many and vocal. Moreover, the district was in a leadership transition following a somewhat surprise resignation of the District Superintendent.
Recommendation
Following a thorough review and assessment, Liberty Bell strategists recommended the DCSD Friends invest in a low-key campaign relying heavily on social media to attract issue supporters to the polls, without heightening awareness among school district detractors. Liberty Bell content specialists framed the issue as a vote in support of the schoolchildren, not the school district. And, Liberty Bell social media staffers and media buyers recommended DCSD Friends take that message to its likely supporters using highly targeted geo-fencing, Facebook advertising, e-mail and a very limited amount of radio focused on women with school-age children.
Results
With a budget of less than $10,000, the Liberty Bell team executed the plan on behalf of DCSD Friends and the levy was approved overwhelmingly by the voters, three-to-one. Moreover, the amount of the levy was increased to the state-allowed maximum. In short, the $10,000 campaign investment in Liberty Bell expertise resulted in a 10- year-long revenue stream to the school district, expected to total more than $20 million.