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ERIC Number: EJ914682
Record Type: Journal
Publication Date: 2010-Dec
Pages: 4
Abstractor: ERIC
Reference Count: 0
ISBN: N/A
ISSN: ISSN-0036-651X
School Tax Elections: Testing Messages and Targeting Voters
Senden, J. Bradford; Lifto, Don E.
School Business Affairs, v76 n10 p20-22, 24 Dec 2010
Anticipating a substantially larger voter turnout in the upcoming election, district officials needed to probe--more precisely than in past tax elections--exactly what demographic groups would most likely go to the polls and support the tax proposal. Message testing and voter targeting became critical components in building a foundation for success. Message-testing and voter-targeting strategies have been paramount in consumer research and marketing for decades. Traditional direct-mail marketing strategies--transformed in recent years by exponential advancements in technology--now slice and dice with the precision of an executive chef, measuring their ingredients with such exotic tools as "neural networking" and "regression analysis." These new technologies allow marketers to predict with greater accuracy than ever who will buy their products and services and what messages will resonate with consumers. In this article, the authors describe analytical tools that were part of the foundation for moving forward with data-driven planning and effective campaign strategies. (Contains 4 figures.)
Association of School Business Officials International (ASBO). 11401 North Shore Drive, Reston, VA 20190. Tel: 866-682-2729; Fax: 703-478-0205; e-mail: asboreq@asbointl.org; Web site: http://www.asbointl.org
Publication Type: Journal Articles; Reports - Descriptive
Education Level: Elementary Secondary Education
Audience: N/A
Language: English
Sponsor: N/A
Authoring Institution: N/A