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Success Story:
City of Flagstaff: From Awareness to Action
The City of Flagstaff, Arizona enlisted NüPOINT Marketing to provide election counseling and create an educational outreach campaign for two general obligation bonds on the November 2022 ballot. Proposition 441 focused on wildfire, flood, and wastewater infrastructure, while Proposition 442 addressed rental and homeownership opportunities.
NüPOINT faced the task of developing a campaign that could overcome the challenges of a failed housing proposition in the last election. In addition to this hurdle, we had to create a non-advocacy campaign that would effectively inform and engage Flagstaff residents about the importance of the two bonds, all while complying with legal restrictions preventing advocacy.
We first conducted primary research through an online community survey to help shape messaging and identify the most effective communication channels. The strategy combined the two bond measures into a single cohesive campaign, with consistent messaging and visuals, while deliberately avoiding partisan colors. Key tactics included a dedicated bond website, media relations, traditional and digital ads, social media, video production, and various community engagement activities such as education sessions.
Proposition 441 passed with 71% voter approval, while Proposition 442 passed with 60% approval. These outcomes secured funding for critical public improvement projects in Flagstaff.
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