Commitment to Communication and Transparency

Promoting an election within a school district is more than a routine expenditure—it’s an investment in community engagement, democracy,  and, most importantly, our students’ future. This priority is reflected in Board Policy CCA, where our elected Board of Trustees emphasized the necessity for voters to be well-informed about every issue on the ballot.

The district spent .009% of the total bond package to inform its voters about a $2.8 billion election. This is an essential investment in keeping our community informed about an election that will change the face of our community as we build 11 new schools, a performing arts center, and a new administration building and modernize campuses across the district.

We value transparency, as does our community.  We want to ensure that our community has accurate information.  And it is imperative to counter misinformation that can confuse our community.  Therefore, we sent information through multiple formats–websites, direct mail pieces, social media, newspaper inserts, and advertisements–so that our registered voters would have the most accurate information to make their decisions. 

In addition, we pursued unpaid media opportunities.  Independent articles were published in the Dallas Morning News, the Dallas Observer, Check Out Prosper, Community Impact, and Bloomberg News.  In addition, stories were reported by WBAP, WFAA, KDFW, KXAS, and KTVT. 

Investing in advertising about an election isn’t just about promoting an event—it’s about nurturing an informed, engaged, and participative community. The benefits of such an investment extend far beyond the election itself, shaping the foundation of a collaborative educational environment and furthering our commitment to partnering with parents, students, and the community at large.

The Cost of an Election

There are routine expenses that are incurred to run an election.  The first cost is the actual election itself.  The district enters into agreements with Collin and Denton Counties to share the election cost (election workers, voting officials, voting locations, etc.).  This is the same agreement we enter into every year for our Board of Trustees elections, held in May each year.

Then, a cost is incurred to inform our community about the measures on the ballot.  You can see our philosophy, further illustrated in this document, as to why we believe it is imperative to inform our community about such an important decision for the future of our community and children.

Here is a general breakdown of how we communicated with our community.


  • Consultation with professionals to ensure that communication with our community was comprehensive and that our long-range planning was objective, fact-based, and community-oriented.
  • Designing, printing, mailing/distribution of 
    • Official voters guide
    • Five direct mail pieces about voting and ballot measures
    • Yard signs
    • Large Format signs for campuses (2 sets)
    • Letter from Dr. Ferguson
    • Doorhanger to remind voting dates/locations
  • Postage 




  • Website for Voting Information
  • Website for Bond 2023 Updates (to continue through the life of the bond)
  • Social media posts, campus marquee designs
  • Videos/scripts
    • Bond Overview
    • Dr. Ferguson and Community FAQ
  • Social media advertising
  • Slide decks for community and parent presentations
  • Newspaper advertisements and printed inserts

Philosophy of Communication

Transparency and Inclusivity

Informing constituents about upcoming elections ensures transparency within the district. It invites all stakeholders—parents, teachers, students, and community members—to participate in the democratic process. By spreading awareness, the district demonstrates its commitment to inclusivity and encourages everyone to have a voice in shaping the educational landscape.

Educating the Public

Many voters might not be fully aware of the issues, candidates, or the importance of the election within the school district. Advertising provides a platform to educate the public about the significance of the decisions being made, the impact these decisions will have on education, and the roles of different positions up for election.

Increased Voter Turnout

Low voter turnout can diminish the legitimacy of election outcomes. The district can reach a broader audience by investing in advertising and motivating more people to vote. Increased participation ensures that elected officials represent the community’s diverse interests and opinions.

Building Trust and Engagement

Active promotion of an election demonstrates the district’s commitment to engaging with its community. It fosters trust between the administration and constituents, showing that their opinions matter and that the district values their involvement in shaping the educational direction.

Long-term Benefits Outweigh Costs

While initial advertising expenses might be associated, the long-term benefits outweigh the costs. A well-informed, engaged community leads to better decision-making, improved educational policies, and a stronger, more supportive school district overall.

Demonstrating Accountability

By proactively advertising an election, the district showcases its commitment to accountability. It shows that decisions are made with the community’s involvement and that the district is accountable for its actions and choices.