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Strongsville board hears rival communications pitches ahead of potential bond vote
Summary
Two firms — Impact Group and Adcom — presented contrasting, non-advocacy communications plans to the Strongsville City Schools board focused on explaining a possible master facilities plan and reaching residents not directly tied to schools. Board members questioned outreach cadence, costs, and legal compliance ahead of a possible May 2026 ballot.
The Strongsville City Schools board on Nov. 6 heard presentations from two communications firms being considered to help explain a possible master facilities plan to residents and, if the board directs, support outreach ahead of a ballot question.
Impact Group partner Phil Herman and account lead Sarah Lambert outlined a phased, non‑advocacy approach centered on a 3–3–3 messaging framework — a 3‑second headline, a 30‑second summary and 3‑minute explainer — paired with town halls, targeted mailers and a centralized website with FAQs. "We help school districts tell their story," Herman said, describing tactics used in previous district work and noting the firm’s work on Strongsville’s strategic plan.
Jessica Romano, chief administrative officer at Adcom, presented an integrated, data‑driven model that leans on research, audience segmentation, video explainers and paid/owned/shared media. "We simplify complicated messages to effectively connect with audiences," Romano said, adding that Adcom uses testing and analytics to refine messaging based on community feedback.
Board members pressed both firms on how they would reach the roughly 75–76% of Strongsville households that lack direct ties to the district, how frequently print mailers or postcards would be used, and who in the district would manage approvals. Both firms described close collaboration with a district point person and emphasized that the district — not the vendor — is legally responsible for staying inside the line between factual information and advocacy.
Impact Group suggested heavier mail and in‑person outreach closer to an election, while Adcom emphasized tailoring talking points for different audiences such as seniors, homeowners and parents and using a mix of video, mail and local earned media. When asked how they would measure effectiveness, both firms cited audience testing, polling and the nature of questions surfaced at engagement events as indicators for message adjustments.
The board was told it would decide whether to hire one of the two vendors at its Nov. 20 meeting if it wishes to proceed. Both firms said they could begin the initial messaging and planning work quickly and recommended a close approval cadence with district leadership to avoid delays.
