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Clayton board hears communications plan for April 7 'Prop O' bond measure
Summary
District officials and consultants outlined a neutral, information-focused communications plan for Prop O, including focus-group-tested messaging, a 4-panel mailer, FAQs and community tours; consultants said board members and students emerged as trusted messengers.
Superintendent Dr. Patel and outside consultants told the Clayton School Board that the district’s Prop O bond campaign will emphasize transparency and neutral public information ahead of the April 7 vote.
The Donovan Group’s Lori Miller, joined by communications director Gina Tartt and consultant Susan Downing, said the campaign is in a “solution phase” focused on explaining what the bond would pay for, why those projects were prioritized, and how voters can learn more. Miller said the district has run roughly 12 focus groups with parents, community members, students, city leaders and business partners to test messages and identify trusted messengers.
"If we do a great job of informing, success means you've built additional trust," Miller said. Presenters described a communications toolbox that includes a dedicated referendum webpage and FAQ, a detailed four-panel mailer (first mailer), shorter follow-up postcards, short video reels (up to 90 seconds), printed materials for community presentations and a communications calendar through April.
Student board representative Nina, who participated in focus groups, told the board she will continue student outreach, emphasizing input from students who use the facilities targeted by the bond. "Students have already played an enormous part in representing the purpose of and advocating for Prop O," Nina said.
Board members asked how to handle questions about the senior tax-freeze and whether board members could be visible advocates. Susan Downing advised that board members are private citizens and may advocate outside work time but must not use district resources; she encouraged members to direct voters to the district’s referendum webpage and to use provided talking points.
Consultants also flagged community concern about a proposed bridge campus to house Glenridge Elementary students during renovations, saying residents want clarity about where students would go and how transportation and meals would be handled. Miller said the team will produce a Glenridge-specific FAQ and visuals showing what a bridge campus might look like, and will coordinate community tours so voters can see conditions firsthand.
The board was told the communications timeline calls for the first detailed mailer in February, continued outreach and tours in March, and final outreach through early April before Election Day on April 7. Miller said she will deliver a summary report of focus-group findings and a communications calendar to the board for review.
