Rick Callendar from Santa Clara Valley Water District and Jared Boigon from TBWB shared their learnings from Measure B in Santa Clara County in November 2012.

1. Safe, Clean Water and Natural Flood Protection
Bay Area Open Space Council Presentation
Thursday, March 21, 2013

2. Background on Measure B: Clean, Safe Creeks 2000
• Eight variable rate categories: SFR $39 + CPI inflation factor
• 67% voter approval
• No funding for water supply or drinking water quality
• Expiring in 2015
• Needed to expand program to include water supply, water
quality projects
R

3. Polling & Focus Group
• Started early due to complex political environment
• 2010 surveys discouraging
• 2011 & ‘12 surveys pointed to Presidential election
• Ballot language VERY important
• Tax reduction vs. straight renewal (include CPI)
• Voters of color: potential strong support
• Rely on polling to stay on course for 2012
J

4. Informational Efforts to Engage Public
• Strong Community Organizing Effort
– 16,000 residents weighed in
– Paid phone canvass; cross “digital divide”
• Website/social media presence: web survey, collect emails
• Blue Ribbon Task Force: cross
section of community leaders
• Online polling throughout
• Board Buy-in Key
2011 Safe Clean Water Blue Ribbon Forum
R

5. Informational Efforts to Educate Public
Active web site updated weekly
Blue Ribbon Forum Input Resulted in
“Community Recommended Plan”
presented to the Board of Directors
R

6. Safe, Clean Water: Measure B Campaign
• Obstacles: lawsuits, Board election distractions, potential
media coverage
J

7. Safe, Clean Water: Measure B Campaign
Social media, poll analysis strengthened resolve of key
supporters
– Safe Clean Water Facebook – Ad campaign(s)
• 272 “Likes” • Campaign reach (people
• Approximately 62% were aged who viewed ads) between
25-54 10/10-11/6/12 was 137,022
• Almost 60% were women • Facebook page clicks
garnered between 10/10-
• Weekly, 117,134 people would
11/16/12 was 403
view content associated with
the Facebook page
J

8. Safe, Clean Water: Measure B Campaign
Safe, Clean Water for Santa Clara Valley @SafeWaterSCV
J

9. Safe, Clean Water: Measure B Campaign
• Broad coalition, key endorsements, District leadership earned
Mercury News endorsement
R

10. Safe, Clean Water: Measure B Campaign
• Grassroots outreach to voters of color
• Late fundraising allowed some mail, radio ads, robo calls
J

11. Lessons Learned
• Start early with a strong team, develop detailed program
descriptions, engage and educate community, recruit key
supporters from target groups, ensure your Board supports
• Think creatively about social media, dig deep into your voter
research