a

WORK

Case Studies

Vote S.M.A.R.T: School Bond and Sales Tax for Schools

2022 Campaign Recap

THE SITUATION

In October 2021, the Vote S.M.A.R.T. executive committee launched an 18-week campaign to promote two ballot initiatives in support of Guilford County Schools (GCS) ahead of the May 17, 2022 primary election. The initiatives included a $1.7 billion school bond referendum dedicated to school infrastructure and facility improvements, and a quarter-cent (0.25%) sales tax referendum earmarked to repay school bond debt.

The campaign aimed to build public awareness, counter misinformation, and mobilize voters across Guilford County while raising at least $200,000 to fund outreach efforts.

RLF’S APPROACH

RLF Communications was reengaged as the campaign’s marketing partner, building on the momentum and brand recognition of the successful 2020 Vote S.M.A.R.T. campaign. The approach focused on collaboration and consistency—aligning messaging with Guilford County officials, Guilford County Schools leadership, and an external political/PR firm overseeing the informational campaign.

The team worked closely with a reenergized Vote S.M.A.R.T. advocacy committee and recruited new members representing education, business, civic, nonprofit, and faith communities throughout the county. Together, the campaign actively supported both referendums while addressing and countering misinformation.

TACTICS

RLF executed a comprehensive, multi-channel campaign that included:

  • Easily identifiable logo and branding building on the success of the 2020 campaign
  • Development of key messaging
  • Campaign website
  • Videography
  • Social media strategy across Facebook, Instagram, and Twitter
  • Printed collateral including yard signs, direct mail, handouts, door hangers, and car magnets
  • Endorsement development and promotion
  • Speaking engagements and community outreach
  • Digital ad targeting campaign with WGHP (Fox8)
  • Print and digital advertising with local publications including News & Record, High Point Enterprise, Que Pasa, YES! Weekly, Triad City Beat, Rhino Times, Google, and Fox8/WGHP
  • Greensboro Grasshoppers advertising
  • Radio advertising on WJMH/102 JAMZ, WQMG/97.1, and WSMW/98.7 Simon
  • Letters to the Editor and Op-Eds in the High Point Enterprise and News & Record

RESULTS

A total of 75,216 votes were cast across the school bond and sales tax referendums.

  • The $1.7 billion school bond referendum passed with 60.68% voter approval (45,639 votes), making history as the largest county school bond referendum approved by voters in North Carolina.
  • The quarter-cent (0.25%) sales tax referendum received 45.04% approval (33,721 votes) and did not pass.