strategy
web
Challenge
Securing voter approval for a large-scale bond measure requires clear communication about its purpose and benefits. The City of Salem needed to demonstrate how the bond would fund essential projects—such as street upgrades, sidewalk construction and repair, new fire engines and equipment, and earthquake safety improvements to the Civic Center—while also addressing public concerns about cost and long-term value. Additionally, the campaign had to reach and engage a broad and diverse voter base.
Solution
Rushlight Agency developed a comprehensive, multi-channel public outreach campaign to inform voters and generate support for the bond measure.
Clear, Impactful Messaging
We created messaging that emphasized the real-world impact of the bond, including improved streets and sidewalks, modernized emergency response equipment, and future investments in affordable housing, fire stations, and libraries.
Digital & Physical outreach
We executed a robust public education strategy that included social media, direct mailers, website content, and earned media placements. Together, these elements ensured that accurate information reached all segments of the community.
Community & Stakeholder Engagement:
Rushlight worked closely with city officials, neighborhood groups, first responders, and local advocates to amplify the campaign’s message and build trust among residents.
Storytelling & Information
We developed infographics, videos, and other visual assets to illustrate how the $300 million investment would be allocated over ten years, and the lasting improvements it would bring to the community.
Voter Mobilization & Reminders
In the final weeks leading up to Election Day, we implemented a strategic get-out-the-vote effort through digital outreach, text messages, and community partnerships to ensure strong voter participation.
conclusion
The Safety & Livability Bond was approved by voters in May 2023, securing funding for critical citywide improvements.
