AGENDA DATE: 8/3/2016
TITLE:
Title
Public Awareness and Education Plan for General Obligation Bond Referendum
BODY
SUBJECT/PROPOSAL/REQUEST: Discussion of Draft Public Awareness and Education Plan for General Obligation Bond Referendum on November 8, 2016
ITEM TYPE: Regular Action Item
STAFF CONTACT(S): Foley, Letteri, Catlin, Kamptner, Henry, Lewis
PRESENTER (S): Lee Catlin
LEGAL REVIEW: Yes
REVIEWED BY: Thomas C. Foley
BACKGROUND: On June 1, 2016, during a discussion regarding the proposed General Obligation Bond Referendum, the Board discussed the importance of clearly explaining both the upcoming bond referendum process and also the specific projects to be included in the referendum to County voters. During the July 6, 2016 meeting, the Board approved the referendum question and adopted a resolution to request a special election to conduct the referendum. At that time, staff noted that they would bring a draft public awareness and education plan, including estimated budget impacts, to the Board for discussion at the August 3 Board meeting.
STRATEGIC PLAN:
Goal 1 - Citizen Engagement. Goal 2 - Critical Infrastructure.
DISCUSSION: Virginia Code § 24.2-687 authorizes a local governing body to provide for the preparation and printing of an explanation for each referendum question to be submitted to the voters of the locality to be distributed at the polling places on the day of the referendum election. The following expenditures are permissible and form the basis of the draft public awareness and education plan that has been developed by a staff team from the School Division and Local Government.
- The County Attorney is required to prepare any explanation of the referendum. The explanation is required to contain the ballot question and a statement of not more than 500 words, is to be written in “Plain English,” using non-technical, readily understandable language and common everyday terms, is to be “neutral,” and may not present arguments by either proponents or opponents of the referendum. Because the referendum question involves the issuance of bonds by the County, the explanation is required to state the amount of the proposed bonds and the uses of the bond proceeds, and the County is required to provide for the printed explanation.
- The Board is permitted, at its discretion, to have the explanation published by paid advertisement in a newspaper with general circulation in Albemarle County. This advertisement can be published one or more times preceding the referendum.
- Virginia Code § 24.2-687 also permits the County to prepare and distribute other neutral materials about the referendum, as long as the materials do not advocate the passage or defeat of the referendum. In 2003, the Virginia Attorney General issued an opinion regarding the extent of a county’s ability to disseminate neutral information about a bond referendum and the prohibited expenditure of public funds for advocacy.
Given the foregoing guidelines, staff has developed a draft public awareness and education plan that combines the use of existing local government and school division communications channels with additional expenditures permissible under Virginia Code § 24.2-687 to ensure that voters are aware of and fully informed about the upcoming general obligation bond referendum process and the specific projects that have been identified for this funding mechanism. Attachment A provides an outline of the plan, and Attachment B provides a general implementation timeline.
Objectives of the Public Awareness and Education Plan (the “Plan”):
Specific objectives have been identified as follows:
- Encourage maximum participation from County voters
- Provide neutral, non-advocacy materials that explain the bond referendum process and the specific projects proposed for financing
- Communicate potential fiscal impacts to taxpayers
- Respond accurately and in a timely fashion to inquiries from the public
- Maximize the use of existing engagement and communication channels
- Ensure a consistent message and a broad-based and inclusive Plan
BUDGET IMPACT: While exact details of the Plan will not be finalized until staff receives the Board’s feedback on August 3, approximate budget amounts have been identified for the major elements as follows:
Advance Voter Awareness/Educational Materials
- Mailing to registered voters, including fact sheet and postage (approximately 48,000) - $25,000
- Printing of additional fact sheets/brochures (approximately 15,000) - $2,000
- Advertising (two rounds of paid media advertising to coincide with voting deadlines plus public meeting schedule) - $10,000
-Publication of required legal notice of the election on the referendum in a newspaper of general circulation (at least one time) - $1,000.
Polling Location Materials
- Neutral referendum explanation hand-outs (approximately 60,000, assuming 1 per voter at 80% turnout rate) - $2,000
- Neutral referendum posters (approximately 100, assuming 2 posters for each polling location and 1 in each school) - $2,000
Total Budget Impact - $42,000 with costs anticipated to be shared between the School Division (40%), Local Government (40%), and the Registrar’s Office (20%)
Staff Time - Implementation of this campaign will require staff time from the Community Engagement Office and the School Division, along with some support from the Office of Management and Budget and Office of Facilities and Environmental Services. It is expected that those tasks will be accomplished within the regular ongoing responsibilities of involved staff and will not require additional resources.
RECOMMENDATION:
Recommendation
Staff recommends that the Board provide any desired feedback and approve the public awareness and education plan.
ATTACHMENTS:
Attachment A - Draft Awareness/Education Plan
Attachment B - Draft Outreach Planning Matrix