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In 2009, a proposition (Proposition 4) went on the ballot state-wide across Texas. The proposition, if passed, would free up an unused, higher-education fund and apply that money toward helping seven Texas universities to receive Top Tier status as emerging research institutions.
Elettore was retained to develop a website and e-newsletter campaign encouraging voters across North Texas in particular to vote in favor of the proposition.
A small, grass-roots group with a primitive website had formed in Houston. Still, no effort had been made to create a statewide message. Funding for the communication campaign was limited. And a splinter group of opponents arose during the campaign. They said the proposition if passed would take attention away from basic instruction at the universities.
Elettore created the campaign’s catchy graphics, content and the slogan (Vote 4Prop4). Elettore also developed social media and email messaging components that ramped up statewide support for the proposition. Elettore also refined the messaging so it would particularly appeal to voters in North Texas and the other Texas markets in which the new research universities would be located.
The proposition passed, receiving support from 57% of voters. The universities supported by the bill (including the University of Texas at Arlington and the University of North Texas) are on their way to becoming Tier One research institutions.
Read about the success our efforts generated for:
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