Staff outlines tiers and costs for possible public education campaign on proposed local election referendum

Nancy Blum, public engagement manager in the City of Virginia Beach communications office, and Kelsey Blevins, channels manager, presented options for a city‑run voter education campaign on a proposed local election system referendum that council may consider for a May 6 decision on scope and funding.

Blum told council there are just over 348,000 registered voters in the city (January 2025) and that November 2024 turnout was about 66 percent. She said owned channels (city website, social media, AccessVB, email) and earned media would be used by default and that staff sought direction on whether to add paid tactics.

Blevins presented three tiers of paid options with illustrative costs drawn from a 2023 UVA‑sponsored outreach campaign: - A minimal paid package (add direct mail to registered voters) — staff estimated a 6x11 direct‑mail flyer via bulk postage would cost about $182,000; water‑bill inserts and translated materials added roughly $3,000–$9,000. - A mid tier (adds radio, digital and social media buys) — roughly $229,000 total in the example, with targeted digital and YouTube banner/video placements to increase reach and frequency. Blevins cautioned that social platforms impose extra review requirements for election‑related ads. - A full paid tier with TV buys — example added $50,000 in TV and reached an estimated 6.5 million impressions during a spring 2023 campaign; Blevins noted fall advertising close to an election can be more expensive and that early outreach is necessary because many voters begin researching options months before November.

Staff emphasized they intend to proceed with no‑cost/owned channels unless council directs otherwise and that council can choose a la carte enhancements (for example, water‑bill inserts and translation) if it prefers a smaller spend.

Council reaction split. Mayor Rosemary Dyer said she preferred keeping paid spending under $200,000 given public sensitivity about campaign costs. Council member Stacy said the discussion felt premature until council decides whether to place the referendum on the ballot; she and other members suggested waiting for next‑week decisions. Council member Michael asked whether staff needed to begin any work now to meet outreach deadlines; staff replied that if council authorizes advertising, there is sufficient time but that the early fall is critical for some paid tactics. Several council members urged using the no‑cost channels first and returning to spend decisions after next‑week council direction.

Why this matters: Staff presented scalable, auditable cost options and warned that paid ad review rules for social platforms can complicate timing; council must weigh fiscal limits and the desire for broad voter outreach before authorizing paid buys.

Sources and figures: The presentation cited 348,000 registered voters (January 2025), a 66 percent turnout in November 2024, a direct‑mail estimate of about $182,000, a $50,000 TV buy example and example mid‑tier totals of roughly $229,000.

What’s next: Staff will proceed with owned/no‑cost tactics unless council votes otherwise; council asked staff to return with narrow, lower‑cost options (e.g., bill inserts plus translation) if it wishes to stay under the mayor’s informal $200,000 cap.