A compliant, multi-channel public affairs campaign that translated a complex funding renewal into clear community information, resulting in 69% voter approval.
Pickens County School District needed voters to understand an Education Special Purpose Local Option Sales Tax renewal in a low-turnout spring election environment. The campaign had to be clear, factual, and strictly informational while still reaching a broad community audience with repeated, accessible messages.
The communication approach centered on trust: explain what ESPLOST funds, show the impact of previous investments, answer common questions, and make information easy to find across digital, print, media, and in-person channels.
Challenge
The campaign followed the failure of a local TSPLOST effort, which created added sensitivity around public funding measures. Research also showed confusion about how ESPLOST renewals work, including the important distinction that renewal would not increase property taxes.
Public disclosure restrictions required district communications to remain informational rather than persuasive. A single-item ballot and historically lower spring election engagement made voter awareness and motivation even harder to achieve.
Research & Planning
Planning drew from previous ESPLOST election data, turnout patterns, infrastructure and school safety needs, projected student growth, and informal feedback from parents, staff, and community leaders. The goal was to identify where voters needed more context and what questions the campaign needed to answer plainly.
Reviewed prior referendum data and voting patterns.
Gathered internal information about aging infrastructure, safety needs, and future growth.
Used informal focus groups to understand community perception and messaging gaps.
Built a communications calendar for consistent, multi-touchpoint outreach.
Strategy
The strategy was to create a transparent public information campaign that was neutral, useful, and easy to scan. Messaging avoided advocacy language and focused on factual explanations, community questions, visual storytelling, and the real-world impact of past ESPLOST-funded projects.
The campaign theme, "One Cent Renewal, Endless Possibilities," gave the work a consistent identity while the supporting content stayed grounded in facts, FAQs, and accessible explanations.
Execution
Website Hub
Created a dedicated ESPLOST section with explanations, downloadable printouts, FAQs, videos, and a photo gallery.
Print Materials
Produced an informational flyer distributed through schools, local businesses, libraries, and public meetings.
Social Media
Published branded posts, myth-busting content, educational videos, and short thank-you videos tied to past ESPLOST projects.
In-Person Outreach
Supported presentations for civic groups, including the Rotary Club and Chamber of Commerce, plus a public Board of Education Q&A session.
Media Relations
Coordinated factual information for local newspaper coverage to help voters better understand the renewal.
Results
69%voter approval for ESPLOST VII
1,200+unique website visitors during the campaign
36,800+social media impressions
112+social shares across platforms
700+residents reached through in-person engagement
The campaign exceeded its original outreach objective of reaching at least 2,500 residents through digital and in-person engagement. It also created a repeatable communication model for future ESPLOST renewals and other public funding measures.
Campaign Materials
The campaign used a mix of durable reference materials, short-form video, and social graphics to make ESPLOST easier to understand across audiences and channels.
General information graphic explaining eligible ESPLOST uses.Community-facing renewal message focused on student and school benefits.Myth-versus-fact content addressing common tax questions.Election reminder reinforcing simple reasons to participate.
What Is ESPLOST? Educational overview designed to clarify the renewal for voters.Transportation Spotlight Short-form video connecting ESPLOST funding to fleet and transportation needs.Maintenance & Operations Spotlight Video content showing how renewal funds support facilities and daily operations.
What This Demonstrates
This project shows strategic communications and public affairs work under real constraints: complex funding language, compliance limitations, public skepticism, low-turnout timing, and multiple audiences with different levels of background knowledge.
The work highlights my ability to build trust through clear messaging, plan across channels, support leaders with factual public information, and translate operational needs into community-centered communication.
