Consultant outlines voter-targeting plan for Orange County school bond

Jan Johnson, president of consultant Avenir Bold, presented a proposed messaging and media timeline for the 2024 Orange County School Facilities Bond Education effort at the committee’s Aug. 20 meeting. Scott Scaggs, Avenir Bold’s creative director, joined Johnson to describe prior work and the firm’s approach to voter education and targeting.

The presentation outlined a two-step near-term plan: a brief survey of committee members and stakeholders to be distributed the week of Aug. 20 and a virtual input session to discuss the results on Wednesday, Aug. 28 from 6 to 7:30 p.m. The consultant said the survey results could be delivered back to the committee by the Tuesday immediately before the meeting to guide discussion and agenda-setting for the Sept. 4 draft plan.

Why it matters: the committee is charged with educating voters about the bond without using public funds to advocate for or against it during official meetings, and the outreach approach must reach both online and offline voters across Orange County. Committee members emphasized the need to make materials simple and accessible at the polls and in communities with limited internet access.

Committee members pressed Avenir Bold on how the firm would identify likely voters. Sarah Smylie asked whether the campaign could reliably find voters who are likely to respond, including those who might leave registration fields blank. Jan Johnson said the firm uses social-media tools and audience-targeting methods, citing experience from projects such as the NC Board of Elections Voter ID initiative, and said those tools can help find people who have engaged with related causes. Scott Scaggs urged that outreach materials "decode" ballot language so voters understand what they will see on the ballot.

Logistics and budget scope drew specific attention. Avenir Bold clarified that the current budget covers creation of direct-mail pieces but does not include postage; committee members asked staff to confirm whether county mailings through Orange County Schools could cover postage in equity-sensitive areas. Dr. Danielle Jones noted that some parts of Orange County have limited internet access, reinforcing the committee’s interest in mail and on-the-ground materials as well as materials aimed at younger potential voters.

Members suggested next steps to move rapidly: a short staff charette to give the consultant background, a committee survey to gather the top five facts voters need, a virtual input session on Aug. 28, and a subcommittee comprising staff, community members and elected officials to finalize a draft for the Sept. 4 meeting. The committee approved a schedule of future meetings (Sept. 4, Sept. 18, Oct. 2, Oct. 16 and Oct. 30) with locations listed in the committee packet.

No formal motions or votes on the bond messaging plan were taken at the meeting; the committee closed by confirming the short feedback timeline and setting the next virtual meeting for Aug. 28.