Winning Measure I in Santa Ana USD
Overview
In the November 2024 election, Santa Ana Unified School District (SAUSD) placed Measure I on the ballot—a general obligation bond designed to fund critical facilities maintenance and modernization across the district. As one of California’s oldest urban school districts, SAUSD faced a mounting backlog of infrastructure issues, from outdated HVAC systems to deteriorating classrooms. The bond measure was essential to securing funding without diverting resources from the district’s general fund.
Presidio Public Affairs served as the local consultant on the campaign, working as part of a larger consulting team led by TeamCivX. Presidio spearheaded ground operations, community engagement, and voter outreach efforts, ensuring that the campaign resonated with Santa Ana residents.
Challenges
Despite SAUSD’s strong history of supporting school bonds, several key challenges threatened Measure I’s success:
Bond fatigue: Voters had approved a similarly sized bond (also named Measure I) just six years earlier in 2018, raising concerns about whether the electorate would be willing to approve another.
Ballot competition: Rancho Santiago Community College District placed its own general obligation bond on the same ballot, creating potential voter fatigue around education-related tax measures.
Teachers union opposition: The Santa Ana teachers union was at an impasse in contract negotiations with the district and declined to endorse the measure. This unexpected development created fundraising challenges, as traditional labor allies hesitated to contribute.
National election distractions: With a high-profile presidential race (Trump vs. Harris) dominating media coverage and public discourse, it was difficult to break through the noise and engage voters on a local issue like school infrastructure.
Strategy & Execution
To counter these challenges, Presidio and TeamCivX executed a strategic, data-driven campaign that blended community engagement, direct voter outreach, and disciplined messaging.
Early Stakeholder Engagement & Endorsements:
The campaign worked to secure endorsements early from trusted community voices, including city council members and the Orange County supervisor representing Santa Ana.
Endorsements played a key role in drafting persuasive ballot arguments and rebuttals, ensuring that influential leaders were publicly backing the measure.
The campaign actively engaged stakeholders with a vested interest in school facilities funding, including Building Trades unions, construction management firms, and district vendors.
Robust Voter Outreach & Ground Game:
Presidio designed and executed an intensive field canvassing operation, knocking on nearly 50,000 doors and engaging in close to 100,000 text message conversations with voters.
These direct voter interactions provided real-time feedback on the electorate’s mood, allowing for rapid adjustments in messaging and targeting.
The campaign ensured that voter concerns—particularly among renters, who would not directly pay for the bond—were addressed early and clearly at the door and in digital outreach.
Disciplined Messaging:
The campaign emphasized Santa Ana’s tradition of supporting its public schools and the tangible, immediate needs of students:
"Our kids deserve better."
"Outdated HVAC systems need urgent repairs."
"All students deserve to learn in 21st-century facilities."
Despite attempts to shift the conversation to teachers' contract negotiations, the campaign remained laser-focused on Measure I and the importance of school improvements.
Obstacles & Adjustments
One of the biggest unforeseen challenges was the teachers union’s decision to withhold support, tying their contract dispute to the bond campaign. This slowed fundraising and forced the campaign to redirect energy toward answering union-related concerns instead of focusing solely on the bond measure.
Additionally, the presidential election overshadowed local issues, making it harder to grab voter attention. Despite these obstacles, the campaign stayed the course, executing its plan without major pivots.
Results & Key Takeaways
Election Outcome: Measure I passed successfully despite the challenges, securing the necessary 55%+ voter approval threshold.
Key Lessons:
Deep canvassing is irreplaceable. In a high-stakes race, direct voter contact at the door proved to be one of the most effective strategies.
Real-time data drives smarter decisions. The canvassing and text message outreach programs provided valuable voter sentiment data, allowing for fine-tuned messaging adjustments throughout the campaign.
Message discipline is critical. Despite external distractions, sticking to a focused narrative on facilities and student needs ensured the campaign resonated with voters.
Final Results: Measure I
Conclusion
Measure I’s victory underscored the power of strategic ground operations, disciplined messaging, and stakeholder engagement in passing school bond measures—even in a challenging political climate. The campaign’s ability to cut through the noise, mobilize voters, and maintain a clear message ultimately secured the funding needed for Santa Ana students.
