Results

City of Eugene Parks and Open Spaces Bond Measure Campaign

A $25.3 million bond measure for parks and open spaces was competing with other money measures including schools, library and county public safety. Unlike the other measures, there had been little public discussion of the parks measure. Research showed that, while the public was generally supportive of parks, they felt no urgency and saw no need for park improvement.

A poll showed that the bond measure had 49% in favor, 37% against, and 15% undecided. The rule of thumb is that money measures must start out with at least 60% support to pass.

Our strategy was to:

Build on the public’s positive image of parks and emphasize that this measure will make parks even better. (Research showed us that we shouldn’t try to create awareness of the problem and present this measure as the solution, which is the traditional campaign model.)

Utilize popular and effective spokespeople who tested well in research. We enlisted University of Oregon coaches Mike Bellotti and Ernie Kent.

Take advantage of the broad grassroots support for the measure by promoting its passage in interest groups’ newsletters, planting yard signs, doing inserts in bills, providing countertop fliers to supportive businesses, and so on.

Use the free media to tell our story.

The Ulum Group developed the campaign theme, wrote all copy and directed production of print pieces and advertising.

On election day, the bond measure passed 67% to 33%, one of the largest winning margins for a money measure in Eugene history.

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