After debate, Somerville board approves up-to-$20,000 contract for referendum communications

The Somerville Board of Education on Jan. 7 approved a contract authorization, not to exceed $20,000, for Laura Bishop Communications to produce informational materials and videos about an upcoming district referendum.

Board members debated the cost and whether a video-based campaign could appear biased or supplant public meetings. The motion to limit the contract “not to exceed $20,000” was moved and seconded; Amanda Sherwin seconded the amended motion. The final roll-call vote on the referendum communications authorization was 6 in favor, 1 opposed and 2 abstentions.

That tally on the amended contract read: Yes—Van Horn, Sergio, Kraska, Kimmick, Garcia and Shaw; No—Stephanie Dale; Abstain—Derek Jess and Amanda Sherwin. The board therefore approved the contract authorization with the $20,000 cap.

Board members who raised concerns said the video should not be the only form of outreach and stressed it must be informational rather than persuasive. A district staff member who summarized the communications plan said the video would be one component of a broader outreach program that will include in-person information sessions, a dedicated referendum website, FAQs, renderings and a project email address for public questions.

The administration noted a March 11, 2025 referendum date and said the communications work will include short and longer informational segments, social‑media posting and graphical materials to explain tax impact and project details. The board amended the contract motion to set the dollar cap and discussed routing draft materials through the board communications committee before public release.

The board recorded at least two abstentions and one “no” on the item; members who abstained said they wanted more time or were newly sworn in. Board members said the videos would supplement— not replace—face‑to‑face opportunities where residents can ask questions and receive answers.