In fall 2020, Jefferson County voters faced a ballot measure proposing a 7-cent increase per $100 of assessed property value to raise about $51 million for local school improvements. The Yes 4 JCPS committee was formed to promote this tax levy, overcoming challenges such as voter unfamiliarity with the measure, distraction due to the pandemic and other significant ballot issues, a tight timeline with early voting starting a month after the committee’s formation, and widespread frustration among parents due to pandemic-related school closures.

C2 Strategic developed a communications strategy for the Yes 4 JCPS campaign, utilizing endorsements from bipartisan leaders, athletes, and community figures. This strategy included a mix of earned media, direct mail, digital ads, and both organic and paid social media, reaching hundreds of thousands of voters. While a court-ruling prevented votes from being counted, the campaign successfully communicated its message with a wide audience, achieving significant outreach and exceeding benchmarks.