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School Bonds - How to Effectively Inform and Engage Your Community

Updated: Jul 11, 2023



Informing and engaging your community about bond initiatives is crucial for their success. While architects and builders excel at creating remarkable structures, content creation and promotion require a different expertise. At K12 Media, we specialize in crafting campaigns that educate your community about the importance of supporting bond initiatives. By breaking down the information into digestible clips, directing them to your district's website, and utilizing geo-targeting and user-friendly content, we ensure that the right audience receives the right information at the right time. We wanted to give you effective strategies to promote your bond initiatives while incorporating SEO-friendly practices.


Utilize Drip Campaigns


To generate anticipation and build momentum, implement a drip campaign on social media leading up to the official bond announcement. Instead of explicitly mentioning the bond, highlight the positive developments happening in your schools and share your vision for the future.


For example, showcase how STEAM classes are fostering lifelong learning, but could use some upgrades or how you have winning athletics, but new facilities can enhance sports programs. Schedule these posts strategically to create a sense of excitement among your community.


Engage with Creative Content


When the time comes to announce your bond, avoid posting the entire flyer on social media. Instead, design a separate drip campaign focusing on individual initiatives.


Each initiative should have its own creative content, such as videos, that capture attention and convey the benefits to the community. By providing compelling visuals and messaging, you can effectively engage your audience and increase their understanding of the initiatives.


Create an Informative Web Page


Develop a dedicated web page on your district's website that provides detailed information about each bond initiative. Avoid simply uploading a PDF file and instead create an engaging and visually appealing webpage.


Ensure that the content is easy to navigate, clearly communicates the goals and impact of each initiative, and includes relevant links. By linking to this page in your social media posts, you can drive traffic to your website and improve its visibility on search engines like Google.


Allocate Ad Spend on Social Media


Merely relying on organic reach may not generate the level of engagement required for your bond initiatives. Consider allocating ad spend on social media platforms to reach a wider audience.


Advertise your initiatives in compliance with applicable laws and regulations, ensuring that you target the specific audience who would benefit from and support your bond. By utilizing social media advertising effectively, you increase the likelihood of achieving a successful bond outcome.


Measure Impact with Postcards

While postcards may not be the most effective means of promotion, you can make them measurable by incorporating QR codes. Include a QR code on the postcard that directs recipients to a landing page on your website. Encourage them to engage further by filling out a form with their contact information or answering relevant questions. By analyzing the data collected, you can gauge the impact of your postcards and follow up with interested individuals, indirectly influencing their support for your initiatives.

Don't forget to thank your community


Promoting bond initiatives effectively requires a strategic and well-executed approach. By implementing drip campaigns, creating informative web pages, utilizing social media advertising, and measuring the impact of traditional methods like postcards, you can optimize your outreach efforts. Remember, social media is where a significant portion of your community resides, regardless of age demographics. If you require assistance in crafting a comprehensive promotion strategy for your bond initiatives, feel free to reach out to us. Together, we can ensure that your community is well-informed and supportive, leading to the success of your bond initiatives





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