Bright Futures, Better Schools

Our bold public engagement campaign moved voters in Little Rock, AR to approve its public school millage generating $300 million dollars for new schools, capital improvements, and teacher pay.

Deliverables
Campaign Development and Management
Field Planning & Strategy
Video Production
Website Development
Television, Digital & Radio Advertising
Brand Strategy and Visual Identity
Studio(s)
Storytelling Studio
Engagement Studio
Region
South Central US
Engagement Period

12 weeks

The Little Rock School District Board was facing the challenge of critical school constructions and repairs that were needed all around the district, and a millage extension that needed to be approved by Little Rock voters in order to access $300M to pay for all the upgrades.

The LRSD Board had failed in two previous elections to pass the millage extension, and came to Think Rubix with only 30 days left until the November 2, 2021 special election day. Additionally, when this opportunity was brought to Think Rubix, the committee had not yet been formed and funds had not yet been raised to finance the millage campaign. The Think Rubix team worked under an accelerated and intense timeline, executed at a high level under high pressure, and did so while mitigating social misinformation from opponents of the millage extension.

Challenge

The LRSD Board was facing the challenge of critical school constructions and repairs that were needed all around the district, and a millage extension that needed to be approved by Little Rock voters in order to access $300M to pay for all the upgrades. The LRSD Board had failed in two previous elections to pass the millage extension, and came to Think Rubix with only 30 days left until the November 2, 2021 special election day. Additionally, when this opportunity was brought to Think Rubix, the committee had not yet been formed and funds had not yet been raised to finance the millage campaign. The Think Rubix team worked under an accelerated and intense timeline, executed at a high level under high pressure, and did so while mitigating social misinformation from opponents of the millage extension.

Studios and Deliverables

Engagement Studio

  • Campaign Development and Management 
  • Setting up the legal basis for the campaign
  • Personal engagement to build the committee
  • Conducted and convened stakeholder meetings
  • Campaign financial handling and reporting
  • Scheduling, agenda setting, and note taking for meetings
  • Relational engagement with community stakeholders
  • Campaign closeout services 
  • Drafting and sending of memos for weekly updates
  • Field Planning & Strategy
  • Convening and payroll for canvassers
  • Purchase of voter files and identification of target voters
  • Up-to-date analysis of voters and turnout

Storytelling Studio

  • Branding and Marketing 
  • Creation of campaign brand identity
  • Creation of campaign brand strategy and messaging
  • Creation of the marketing and communications strategy
  • Design of the campaign website
  • Design of campaign billboards
  • Ad-buying for billboards, radio, and television
  • Production of radio ads
  • Production of video ads
  • Design, print, and distribution of mailers, yard signs and door knockers
  • Creation of social media communications strategy
  • Production of social media content

Visit Website

Approach

The most valued part of any community should be its children. The keys to a society's future and the carrier of hope lie within the investments among them. These investments inform the pace of growth and the stories told. We at Think Rubix were ready and able to illuminate and advocate for the continued support of not just the Little Rock School District but its most precious responsibility, the children of Arkansas.

Our approach to supporting your advocacy work around the funding initiated from the millage project being considered by the voters of Little Rock includes:

Creating Campaign Brand Identity & Design 

We’ll distill the campaign’s brand heart: vision, mission, values, purpose, personality, voice, tone, and promise to transform these intangible attributes into a distinct campaign brand system that includes an original logo, typography, color palette, and graphic style. 

Communications Strategy (Narrative & Messaging) 

We know that good storytelling requires sound strategy. We’ll undertake the discovery, deep learning, analysis, strategic development, and asset-frame the motivating messages that drive each constituency to the polls. We’ll also equip key messengers (influencers and allies) with the narratives needed to activate sufficient yes votes for a victory.

Digital Strategy Technology & Data

This work includes content strategy, branded content production, social media marketing management, digital ad design, and targeted ad management. This part of the scope also includes moderating online misinformation and creating rapid response talking points to counter the opposition. We'll also develop a voter universe from our database of voters statewide.

Public Relations (Earned Media)

With relationships with journalists and agencies in different industries, we are able to give an honest, outsider view of your organization and the potential for what story ideas will work. Our goal then is to connect those communities informed about the value in this millage and the potential for the District.

Voter Engagement and Strategy

Our team is prepared to highlight the strengths and successes of the Superintendent and School Board of Directors, and work through the challenges to create a consistent and comprehensive pathway to victory focusing on targeted voter data, and proven engagement strategy.

Statistics:

The campaign ended with the results being:

5,736 votes

(75.45%) in favor to

1,866 votes

(24.55%) against.

Mac Bell
Committee Co-Chair
“It was so much fun working with Think Rubix.

Most of the time, when you hire a firm, they just do the work – but not with TR. They gave a professional work product with a family feel. I look forward to the opportunity to hire them again and again.”

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