Anticipating a substantially larger voter turnout in the upcoming election, district officials needed to probe--more precisely than in past tax elections--exactly what demographic groups would most likely go to the polls and support the tax proposal. Message testing and voter targeting became critical components in building a foundation for success. Message-testing and voter-targeting strategies have been paramount in consumer research and marketing for decades. Traditional direct-mail marketing strategies--transformed in recent years by exponential advancements in technology--now slice and dice with the precision of an executive chef, measuring their ingredients with such exotic tools as "neural networking" and "regression analysis." These new technologies allow marketers to predict with greater accuracy than ever who will buy their products and services and what messages will resonate with consumers. In this article, the authors describe analytical tools that were part of the foundation for moving forward with data-driven planning and effective campaign strategies. (Contains 4 figures.)