EASTERN CARVER COUNTY SCHOOLS
Shaping a Stronger Referendum Campaign
Eastern Carver County Schools (ECCS) was preparing for an important referendum in a difficult time. Their community was facing rising costs and taxes took up a large portion of the conversation. The district had a responsibility to explain the vote with care.
That responsibility required a strong partnership built on trust, understanding and shared purpose. ECCS brought deep community understanding and led the public-facing referendum communications, while CEL supported the work behind the scenes with strategic messaging and design.
Together, the teams created cohesive materials that explained the question, the need and the impact on schools. The campaign also had its own distinct look while still feeling connected to the district brand.
Strategy Before Materials
Before any materials were created, the campaign needed a central message to build from. CEL helped organize key messages, shared language and important details in one place, giving ECCS staff a reliable source to return to throughout the campaign. From there, each piece could serve a clear purpose, from mailers and social graphics to the landing page and presentation materials.
Financial Information, Made Visual
Referendum materials often rely on charts, funding terms and financial details that can be difficult for community members to understand. CEL helped turn dense information into clearer visuals across the campaign. Rather than leaning on existing models, stat graphics and charts were reworked around one key takeaway at a time. Feedback showed residents could more easily see what the funding would support, how the tax impact worked and what the outcome could mean for students and families.
"CEL brought clarity, creativity and strategy to our referendum campaign materials. Their design work helped us communicate important information in a way that was clear, accessible and easy for our community to understand. In a year that was already full of unexpected challenges and competing priorities, we truly could not have done it without their partnership."
~CELI HAGA, APR
CHIEF OF STAFF & EXECUTIVE DIRECTOR OF STRATEGIC COMMUNICATIONS
FOR EASTERN CARVER COUNTY SCHOOLS
One Cohesive Campaign
Referendum materials needed to work together, and each marketing piece served a different role:
- The landing page served as a central information hub for residents
- The presentation deck supported community meetings and conversations
- Targeted mailings brought key details directly to taxpayers
- Social media templates helped the district share timely updates throughout the campaign
Together, the system gave the district flexibility to respond as community questions came in. The goal was not only to launch the campaign, but to give ECCS practical tools it could use through Election Day.
Clear Communication When It Counted
62% of Eastern Carver County voters approved the referendum, providing additional operating funding for the next ten years. The outcome reflected the district’s leadership and the community’s investment in its schools.
For CEL, the work reinforced a simple truth: when the stakes are high, clarity matters. Clear messaging, plain language and thoughtful design helped support the district, inform the community and build confidence in the path forward.
