Raising Visibility and Public Confidence

Background:
Established in 1990, the Sonoma County Agricultural Preservation and Open Space District buys open space and farmland in one of the Bay Area's fastest-growing regions. With funding from a voter-approved, quarter-cent sales tax, the District has permanently protected more than 83,000 acres from development. The sales tax to fund land conservation came up for renewal in 2007. A two-thirds majority of Sonoma voters needed to approve the measure in order for the funding to continue.

Approach:
Based on public opinion research and message testing, our team created targeted materials that explained the District’s mission, challenges, and achievements. A 16-page newspaper supplement highlighted the economic benefits of the District's land-protection work to the business and agricultural communities. In addition, we created a full-color map of Sonoma County’s protected natural areas and public lands to showcase the recreational benefits of the District’s work. We compiled the “best of” the county’s birding “hot spots,” favorite hiking, biking and equestrian trails, and wildflower and wildlife viewing. We also produced a brochure describing the case for conservation, the District’s history, and achievements.  

Results:
Voters overwhelmingly supported the tax measure to preserve open space and agricultural lands.

"I wanted to express my heartfelt thanks for a job very well done. I know you and your team have worked very hard and under pressure to complete these important projects for the District. So please pass on our staff's thanks for their great work. It's an amazing feeling to have collateral materials that you feel proud to distribute and that really reflect the mission of the organization. Thank you again."

Andrea Mackenzie General Manager

Sonoma County Agricultural Preservation and Open Space District