2. THE CHALLENGE THE SOLUTION THE RESULTS ABOUT TOM
The Challenge: Persuade voters in Rancho Cordova to
raise property taxes and approve $49 million in school
improvement bonds.
3. THE CHALLENGE THE SOLUTION THE RESULTS ABOUT TOM
So Tom Gjerde crafted a marketing plan to address
key concerns and asked voters to help local schools.
4. THE CHALLENGE THE SOLUTION THE RESULTS ABOUT TOM
Featuring local
residents, explaining
in simple terms the
benefits of passing
Measure B.
5. THE CHALLENGE THE SOLUTION THE RESULTS ABOUT TOM
And explained
how the money
would be spent on
improving schools,
not administrative
overhead.
6. THE CHALLENGE THE SOLUTION THE RESULTS ABOUT TOM
And repeated
these ideas again
and again.
7. THE CHALLENGE THE SOLUTION THE RESULTS ABOUT TOM
And asked voters
to “remember our
kids and schools”
on election day.
8. THE CHALLENGE THE SOLUTION THE RESULTS ABOUT TOM
The Result:
73%
of Rancho Cordova voters approved Measure B.
9. THE CHALLENGE THE SOLUTION THE RESULTS ABOUT TOM
...A few months later, Tom was presented with another
challenge: persuade voters in Natomas to raise taxes and
approve $45 million in school improvement bonds.
10. THE CHALLENGE THE SOLUTION THE RESULTS ABOUT TOM
So Tom developed
an almost identical
marketing
campaign, making
the same simple
points with voters.
11. THE CHALLENGE THE SOLUTION THE RESULTS ABOUT TOM
The Result:
73%
of Natomas voters approved Measure M.
12. THE CHALLENGE THE SOLUTION THE RESULTS ABOUT TOM
Tom Gjerde is now a Staff
Services Manager I at
California Correctional
Health Care Services,
where he is responsible for
recruiting all executives,
clinicians and support staff
for the 12,000+ organization.
