Santa Ana Unified School District placed Measure I on the ballot — a $355 million general obligation bond to fund critical facilities maintenance and modernization across the district. Fierro Public Affairs spearheaded ground operations, community engagement, and voter outreach, securing a 68.9% voter approval that surpassed the 55% threshold required for passage.
Despite bond fatigue, ballot competition, and teachers union opposition, our team executed an intensive field canvassing operation — knocking on nearly 50,000 doors and engaging in close to 100,000 text message conversations with voters.
Santa Ana USD needed voter approval for a general obligation bond in a climate of bond fatigue, with multiple competing ballot measures and active opposition from the teachers union. The 55% supermajority threshold made the path to victory narrow.
We designed and executed a high-intensity ground game focused on direct voter contact. Our team coordinated field canvassing operations at scale, trained and deployed canvassers across the district, and built a complementary text messaging program to reach voters who couldn’t be reached at the door. Every touchpoint was personalized to the voter’s neighborhood and connected the bond to tangible improvements at their local school.
Measure I passed with 68.9% approval — nearly 14 points above the required threshold. The campaign’s ground operation was one of the most intensive municipal field programs in recent Orange County history.
Every one of these wins started with a conversation. Let’s start yours.
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