Bond Measure Consulting Services Cambrian Elementary School District October 8, 2013

1. Bond Measure Consulting Services Cambrian Elementary School District October 8, 2013 Barry Barnes, Partner Joy Tatarka, Director of Public Services

2. About TBWB • Strategy and communications consulting firm • Specialize in school bonds • We win about 9 out of 10 school bond measures 1

3. Public Consensus  Winning Propositions • Passing bonds and taxes is different from typical political endeavors • Candidates highlight differences to stand out from the crowd • Tax measures must unite people around shared priorities and values 2

4. Cambrian School District Registered Voters: 15,521 9

5. Potential 2014 Bond Measure 10

6. Potential Cambrian ESD 2014 Bond Timeline 11

7. No One Knows Your Community Like We Do • TBWB and EMC worked togetherwith Cambrian School District on the last 4 school funding measures: • Measure L in November 2010 – Parcel Tax • Measure H in March 2004 – Parcel Tax • Measure G in November 2002 – Bond • Measure A in March 2001 – Parcel Tax 3

8. No One Knows Your Community Like TBWB and EMC Do • TBWB and EMC have worked together extensively with districts in Santa Clara County • Helped Moreland School District pass Measure K in November of 2010 • Helped Cupertino Union School District pass Measure H in June of 2012 • Helped San Jose Unified School District pass Measure H in November of 2012 3

9. Measure G – 2002 • TBWB worked with the District and campaign to pass Measure G, the District’s current source of local school facilities funding • Identified supporters and mobilized them to vote for Measure G • 10,254 total votes cast on Election Day • Campaign won with 73.8% Yes 4

10. Moreland SD Measure K – 2010 • Initial polling showed that support for a bond was softer than for previous measures due to the struggling economy • Used extensive mail plan to target voters who were less likely to vote but more supportive of the measure • Organized volunteers to identify Yes votes via phone banks and precinct walks • Measure K passed with 69.15% support, far exceeding initial poll predictions 5

11. Cupertino Union SD Measure H – 2012 • Initial polling in 2011 showed soft voter support for a bond measure • Extensive parent and community outreach • 6 mailers explaining need to update and repair schools • Mobilized Yes voters identified in previous campaigns to increase level of support • Measure L passed with 66.25% of the vote, exceeding initial poll results 6

12. San Jose USD Measure H – 2012 • Initial polling showed passage of a $290 million bond was possible, but only with the help of a well-organized and well-funded campaign • Parent and community outreach tailored specifically to each neighborhood • Regionalized mail plan with six versions of each piece – emphasized how the bond would impact each school individually • Measure H passed with 71% of the vote, far exceeding initial poll results 7

13. Understanding Voters: Scientifically Conducted Research • Telephone poll • 400 interviews with a random selection of likely voters (margin of error + 4.9 percentage points) • Representative sample: checked daily for appropriate distribution of age, party registration, gender, geography

14. What Can We Learn From a Poll? • Voter perception of the district: quality of education, management of money, state of facilities, etc. • Awareness of funding needs • Attitudes about taxes and bond amount sensitivity • Priorities for expenditure plan • Themes and messages important to those who vote

15. References Rhonda Farber Former Superintendent Campbell Union High School District Vince Matthews Title San Jose Unified School District Josephine Lucey Board Member Cupertino Union School District Cary Matsuoka Superintendent Milpitas Unified School District JaquelineHorejs Superintendent Union School District Judy Chirco City Council Member City of San Jose Former Trustee Cambrian School District Barry Groves Superintendent Mountain View Los Altos High School District Former Superintendent, Cambrian School District 8