Mountain Brook Schools
Implementing a public information campaign
Challenge
Encourage residents to vote to raise the property tax by $10 million.
Solution
Communicate the direct, positive effects this property tax increase would have on all residents – regardless of their proximity to and use of the school system – through strategic messaging and compelling creative.
Results
Tax increase passed, with 65.3% of voters in favor.
Markstein has a proven track record effectively communicating the value of revenue to Alabamians. Mountain Brook City Schools engaged Markstein to develop and implement a public information campaign to encourage residents to vote to raise the property tax by $10 million to generate an additional $6 million per year for the school system. By communicating the direct, positive effects this would have on all residents – regardless of their proximity to and use of the school system – through strategic messaging and compelling creative, the tax increase passed, with 65.3% of voters in favor.
