In 2016, the Natchitoches Parish Sheriff’s Office asked the citizens of the parish to renew their current 1 cent sales tax. Our strategy to inform, educate and instill confidence in the voters began over a year ago with various public relations efforts. We produced a newspaper publication, “Today’s NPSO” which was mailed to all citizens and inserted into the local newspaper. Additionally, we hosted 4 live radio shows in which representatives from different departments of the office discussed the services provided by the NPSO. In the 8 weeks prior to the election, we published 8 ‘advertorial’ articles in the newspaper which also shared insights and information about the office. We also ran 2 full page ads and 4 half page ads in two newspapers. The education campaign did not express advocacy of the tax renewal, but rather only inform the voters of the NPSO.
This mailer was the only campaign related print communication in which we asked the voters to vote yes. It was mailed to likely voters who have voted in spring elections in the past.
The effort was a success, winning with 73% of the voters voting ‘yes’ to renew the tax.