ERIC Number: ED280190
Record Type: RIE
Publication Date: 1987-Feb-20
Reference Count: 0
Winning Strategies: How to Use Technology to Win Your Next Financial Election.
Heitzeg, Howard T.
This narrative about new and old technologies in communicating school election issues to the voting public discusses desktop publishing, word processing, television tapes, and public opinion sampling techniques. Groundwork involves understanding how campaigns are organized to determine appropriate application of technology to strategies and to seek out and identify as many potential "yes" voters as possible and get them to the polls. Though research shows that adults with children attending school are supporters of school bond issues, statistics also prove that these parents often are not registered to vote. Data processing technology can solve half of the problem by using a file with parents' names, addresses, and children in school. The entire job is accomplished if a file of all registered voters is obtained. This voter list can be further refined by tracking voting history among traditional school supporters. Teams tracking voters can form a strategy enhanced by a television tape that will explain to these election workers the need for the election and what the schools plan to do with the funds they are seeking. Workers should use cards of each voter's history, mail information to "yes" and "undecided" citizens, and call the night before election. Other methods to increase the public's positive attitude include word processing, which can personalize messages to target populations. Desktop publishing makes it possible for amateurs to produce a sophisticated-appearing brochure outlining issues. School financial campaigns must identify specific voter costs and positive results as well as convey the concept that the issue is good for students. Interaction between a well-articulated cause and a well-organized communication system wins elections. (CJH)
Descriptors: Communications, Community Attitudes, Computers, Elementary Secondary Education, Information Needs, Information Technology, Measurement Techniques, Politics of Education, Public Relations, Regional Planning, School Community Relationship, School Districts, School Support, Surveys, Teamwork, Voting
Publication Type: Reports - Descriptive; Speeches/Meeting Papers
Education Level: N/A
Audience: Practitioners; Policymakers
Authoring Institution: N/A
Note: Paper presented at the Annual Meeting of the American Association of School Administrators (New Orleans, LA, February 20-23, 1987).