Board weighs Dayler PR engagement plan, survey and referendum timing amid budget shortfall

The Grand Rapids Public School District board on Wednesday received a community‑engagement briefing from Jeff Dayler of Dayler PR and former superintendent Ron Wilkie, who recommended a suite of outreach tools including a scientifically valid telephone survey, stakeholder task forces and a “road show” to meet community groups where they gather.

Dayler said ongoing communication and repeated outreach are essential for building trust ahead of any potential referendum. “Communicating all of the time is essential to keep building trust in the community,” he said, adding that a statistically valid telephone survey is “an incredible investment” for gauging districtwide sentiment and shaping ballot questions.

Consultants recommended: an early public‑opinion telephone survey (Dayler suggested fielding a survey in May if a November referendum were a possibility), a task force of local opinion leaders to serve as ambassadors, targeted meetings with employees and parents, and a road show to present information at existing community gatherings.

Board members and the superintendent questioned timing and feasibility. Several board members said the district has run multiple surveys in recent years and warned of “survey fatigue.” Others argued the local economy and recent layoffs lower the community’s tolerance for new taxes and make a successful referendum unlikely in the near term.

Multiple board members urged engagement that focuses on parents and households with children, noting those groups are often underrepresented in referendum turnout. One board member suggested prioritizing concise, repeated messages about the direct classroom impacts of cuts — for example, rising class sizes and eliminated programs — so parents can weigh tradeoffs.

The board did not vote to hire Dayler PR. Instead the superintendent proposed forming a small board subcommittee to work with Dayler and Wilkie on a written proposal for consideration at a future meeting; board members agreed to consider that path forward.

Dayler and Wilkie also suggested exploring limited regional coordination with neighboring Deer River schools on messaging and shared community outreach, a possibility the board said it will examine later.

The consultants and board members agreed on one practical next step: gather detailed community input (through whichever mix of tools the board decides) before moving toward any referendum decision. No formal referendum planning or ballot question was approved.