An Illinois school system won a bond issue election with a 30-day marketing campaign. Helpful marketing practices include identification of the target audience and finding the best medium to reach the audience. (MLF)

A school board member describes how the use of four elements helped the board win public support for a referendum that was strongly opposed by an organized, respected committee: (1) Use of the media; rather than inviting press coverage of arguments by holding large public meetings, the board held numerous small, informative meetings. In this…