Elections & Referenda: Brooklyn Center Community Schools
The challenge
Brooklyn Center Community Schools (BCCS) in Minnesota called for a capital projects levy referendum election in 2024. This levy would provide essential funding for technology updates, and enhanced security systems. It would maximize existing resources for students and staff, freeing up dollars from the district’s general fund that was paying for technology and indirectly granting the district more overall revenue to support ongoing operations. As a long-time partner with CESO Communications, BCCS already had a team ready to devise a strategic communications plan and communicate the ins and outs of this capital projects levy to voters.
Our approach
In 2023, district voters rejected an operating levy that would have generated an additional $300 per student in annual revenue. Voter apathy was high in the community despite district leaders’ efforts. Following the defeat, the district took time to listen to the community and assess how best to move forward. The district decided on a new ballot question for 2024. This work demanded buy-in from district staff and a cohesive, all-hands-on-deck approach between BCCS and CESO. It also demanded clear, concise dissemination of information to promote financial literacy and educate voters about the immense need to approve this levy.
CESO crafted a communications plan with key messages, a social media calendar, website copy and support, positive news stories for the district website, videos, postcards, newsletters and a spread in the district’s annual magazine, all wrapped in a sub-brand with an identifiable logo. This sub-brand, “Pathway to Progress,” was clearly tied to Brooklyn Center Community Schools and allowed all levy messaging to stand out amidst other positive storytelling about the district. To accompany this work from CESO, the BCCS team activated leadership and staff throughout its schools to engage and educate voters in person and virtually.
As a full-service community school district that proudly serves its families beyond school walls, BCCS also offered a community meal on election day and transportation from schools to the district’s polling location, which was located on the other side of a busy highway.
Our impact
Voters approved the capital projects levy with 53% of the vote. Over the next 10 years, the district will implement essential updates that support staff and prepare students for the world ahead. Brooklyn Center Community Schools continues to partner with CESO Communications for ongoing communications support.
“Our partnership with CESO has provided me with the reassurance that there is always someone who can collaborate with us on messaging that will best represent our district because they understand our vision, voice, and community.“
-Dr. Carly Baker, BCCS Superintendent
Services provided
2020-Present, Election in 2024
Elections & Referenda
including website support, content writing, graphic design, video