The Higher Ed Roadmap to Passing a Bond: Marketing, Messaging, and Community Trust

What does it take to pass a $600 million bond measure in a politically divided community? In this episode of Higher Ed Conversations, host Cheryl Broom sits down with Alex Breitler, Director of Marketing and Communications at San Joaquin Delta College, to unpack the strategy, stress, and surprising joys of leading a successful bond campaign. Alex shares how his background as a journalist helped him shape compelling, transparent messaging, why polling data became the campaign’s “North Star,” and how his team balanced day-to-day marketing with after-hours campaigning. From tackling community skepticism to creatively using enrollment marketing alongside bond messaging, this conversation is packed with practical insights for higher ed leaders considering a funding measure of their own.

What you’ll learn in this episode:

• Why clear messaging about how bond funds can (and can’t) be used builds community trust
• The role of polling in shaping strategy, targeting undecided voters, and keeping campaigns on track
• How marketing leaders can support both institutional enrollment and external bond efforts simultaneously
• Lessons learned about community engagement, campaign restrictions, and balancing the dual hats of PIO and volunteer

Thanks for listening!

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