Overview
The City of Huber Heights needed strategic communications services to develop a multi-channel public information campaign that would communicate a .25% earned income tax renewal to voters during a spring election. The issue was essential to maintaining fire, police, and EMS services, but it was also complex. Residents needed to understand not only what they were voting on, but also what it would (and would not) cost them.
To support community education, the city worked with The Impact Group to develop a structured, multi-channel public information campaign as part of their broader strategic communications services. This approach focused on clarity, consistency, and accessibility to ensure voters were well-informed.
Challenge
Huber Heights needed to educate voters about a temporary .25% earned income tax renewal first approved in 2005 and renewed in 2015. This tax was not a new tax, but many residents were unaware of its history or the details of the issue they would be considering on the ballot.
With funding set to expire, city leaders needed to:
- Explain why the renewal was needed,
- Clarify who it affected (and who it didn’t),
- Reinforce that there was no new cost, and communicate the outcomes if the issue failed.
The communication landscape was crowded, the concepts were nuanced, and turnout in May special elections is historically low. Misunderstanding the issue could mean severe cuts to essential services.
The Impact Group’s Approach
As part of our strategic multi-channel communications services, the public information campaign centered on developing consistent messaging and delivering it through coordinated communication channels.
1. Establishing Strategic Messaging
A concise, repeatable message was established to summarize the measure using Impact Group’s 3-30-3 messaging framework. This framework anchored every communication asset, from print to digital to video, and simplified the most important voter takeaways.
From start to finish, this message was repeated across platforms to build consistency and trust as the election approached.
2. Coordinated Timing & Tactical Rollout
A sequenced outreach plan aligned messaging across multiple formats, ensuring that existing communications platforms were maximized. To reach a broad range of audiences, print, mailers, social media, community meetings, video, and press outreach were used, exemplifying how strategic communication services can ensure clarity and reach.
Keeping key dates like early voting in mind, every element was timed to maximize reach in the weeks leading up to the May 6 election.
3. Consistent, Reassuring Explanation
Once established, the information sheet and frequently asked questions served as the basis for all communications moving forward. This ensured that the message was not only clear, but consistent from top down within the City.
Impact
The City of Huber Heights was able to successfully share with voters factual information to guide their decision-making at the ballot. Residents voted to renew the levy in both counties, with nearly 72% voting for the renewal.
The results indicated that residents understood the issue and its critical importance, thanks to an effective multi-channel public information campaign.
Working together, the City of Huber Heights and The Impact Group transformed a potentially confusing tax renewal into a clear, understandable message that resonated across the community. Through strategic messaging, tactical execution, and accessible public education, the efforts helped voters evaluate the measure with confidence and make informed decisions at the ballot box, resulting in a decisive outcome for the city.
Your Community Could Be Next.
Whether you’re navigating a complex ballot issue, launching a public initiative, or addressing a critical communication challenge, The Impact Group’s proven strategic multi-channel communications framework and adaptable strategies can help you achieve success. Let’s discuss how we can tailor our approach to meet your unique needs and deliver results for your community.
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