Boonton Township board debates communications strategy ahead of possible referendum

Facilities committee members and board members spent significant time discussing outreach and communications options tied to a potential facilities referendum.

Committee members recalled the 2024 referendum, which the committee report recorded as 419 yes and 535 no with about 25% turnout, and stressed the need to reach voters who did not participate previously. Board members debated whether to hire an outside communications firm (PR firm) or to pursue a largely grassroots, in‑house strategy supported by a project manager/strategist.

Concerns included timing, cost and measurable effectiveness. One board member noted that a previous campaign had been executed with short lead time and that "a video is not going to change that" without an earlier, strategic narrative. Multiple members said the outreach should be frontloaded — starting over the summer and continuing through November — with consistent, bite-sized messaging (FAQ, slide decks, short videos) rather than a concentrated burst right before the election.

The board requested that communications firms provide: examples of comparable-district work, data on campaigns they supported (passes vs. fails), a breakdown of services and hours, and references. The committee proposed virtual vendor interviews and a comparison table so members could evaluate cost and scope; the board set a goal to review proposals and revisit the matter at the June 8 facilities meeting, once architect PDC numbers and vendor proposals are available.

No binding procurement or contract was approved at the meeting; members emphasized they want proposals in hand before deciding whether to hire external help or pursue a primarily grassroots approach.