Beaufort Co. Citizens for Road Referendum

THE CHALLENGE

Beaufort County was experiencing growing pains and facing numerous issues. To help address these issues, Beaufort County Council, with the endorsement of the Bluffton and Hilton Head Town Councils, authorized placement of a referendum to go before voters to implement a one percent transportation sales and use tax to fund county road improvements. This tax was not to exceed more than $152 million and would be dedicated to 10 projects county-wide for six years or less.

THE ROBMARK STRATEGY

We developed a timeline, action plan, creative concept, branding component, and grassroots engagement schedule (such as speaking opportunities). Part of the strategy was to have consistent messages that a targeted, cross-section of supporters could help deliver. In addition, this was a multi-media and grassroots campaign that required both “old school” and newer communication methods.

The referendum passed with a healthy margin. Our team’s plan was completed on-time and within budget and exceeded expectations.