Managing the educational segment of a $3.1 billion bond issue, the largest higher education bond in the history of the United States.

Challenge

Implement and manage the educational segment of a $3.1 billion bond issue, the largest higher education bond in United States history. Passage of the bond issue was contingent upon raising awareness among targeted voters and developing images and messages that would resonate with all of the state's voters.

Solution

Webb Patterson tested several different messages and found that voters wanted to hear the positive facts about the bond from individuals that they deemed credible sources, such as the chairman of the Board of Governors and the president of the state's Community College System. Both individuals, along with other high-profile leaders, were featured in radio advertising. The firm created original radio and print advertisements to inform voters about the benefits of the passage of the bond, managed the planning of a statewide media buy, and implemented placement of all program elements. In addition, Webb Patterson provided creative input for corresponding television spots.

Results

The effectiveness of the campaign was measured by the results of the public's vote on the November 2000 statewide ballot. The bond campaign achieved unprecedented victory with 3-to-1 voter approval. The mandate from voters was complete, giving the bond a 60% or higher approval in all of the 100 counties in the state.

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