Nicolet High School Referendum

Communicating for School Success

Project Overview

Every two years, the State of Wisconsin sets the budget, determining the impact on school funding. In the last 15 years, funding from the state has not kept pace with inflation leading to major operational budget gaps for schools across the state. To bridge the gap, schools often go to a referendum to maintain instructional programs, services, and class sizes. Additionally, many schools are also navigating aging buildings – often 50+ years old – that require extensive repairs, need security improvements and otherwise do not meet the needs of a 21st-century education. The financial stress on school systems for operational and facility needs has led to record numbers of referendums across the state, including for Nicolet Union High School District.

The Challenge

Communicating complex financial needs, especially when it impacts taxes, requires clear, consistent communication before, during and after each referendum to clearly articulate needs and maintain a positive and proactive relationship with district residents. Understanding the need for a communications partner, Nicolet Union High School District first hired Mueller Communications in 2014 to develop and execute a public education plan in anticipation of a 2016 operational referendum and has since engaged Mueller for a 2021 “replacement” operational referendum and a 2022, $77.4 million referendum to support construction of a brand new high school and athletic facilities.

The Solution

As Nicolet’s strategic communication partner since 2014, Mueller Communications has leveraged media outreach, external community publications, internal communications to students, families, and teachers, as well as a proactive government affairs strategy to highlight the achievements of students, teachers and alumni, and demonstrate the value in providing additional funding.

When it came time for the 2021 operational referendum – during a global pandemic – Mueller utilized previous tactics but also prepared an online, interactive Frequently Asked Questions page and submission form so the community could ask questions and receive responses quickly and safely. Mueller also helped plan virtual referendum information sessions to encourage community members to connect directly with Superintendent Dr. Kabara to ask questions. Additionally, Mueller managed a successful digital display and social media ad campaign that utilized geotargeting and site retargeting to share information about the referendum and remind community members to vote.

In 2022, when the District sought to build a new high school and athletic facilities, they again turned to the Mueller team. Thanks to Mueller’s support, the District educated residents through informational sessions, media outreach and coordination, consistent messaging and design, direct mail, social media and website content, digital advertising, collateral development and more.

The Results

In 2016, The referendum passed with 67% of the vote during a year that saw one of the state’s highest turnouts for a spring election. The 2021 operational referendum once again passed with 67% of the vote. The 2022 facility referendum passed with 56.87% of the vote. The District celebrated its new facilities with an open house in the fall of 2024.

Mueller Communications continues to be Nicolet Union High School District’s ongoing communications partner. In addition to referendum communications, Mueller has developed strategy and supported the execution of a variety of internal and external communication needs, including messaging and branding, thought leadership, proactive and reactive media, crisis communications, fundraising, social media, letters and emails to families, blog content development, community event planning and support, and the design, development and distribution of Nicolet’s twice-annual community-wide newsletters.

As Nicolet’s strategic communication partner since 2014, Mueller Communications has leveraged media outreach, external community publications, internal communications to students, families, and teachers, as well as a proactive government affairs strategy to highlight the achievements of students, teachers and alumni, and demonstrate the value in providing additional funding.

When it came time for the 2021 operational referendum – during a global pandemic – Mueller utilized previous tactics but also prepared an online, interactive Frequently Asked Questions page and submission form so the community could ask questions and receive responses quickly and safely. Mueller also helped plan virtual referendum information sessions to encourage community members to connect directly with Superintendent Dr. Kabara to ask questions. Additionally, Mueller managed a successful digital display and social media ad campaign that utilized geotargeting and site retargeting to share information about the referendum and remind community members to vote.

In 2022, when the District sought to build a new high school and athletic facilities, they again turned to the Mueller team. Thanks to Mueller’s support, the District educated residents through informational sessions, media outreach and coordination, consistent messaging and design, direct mail, social media and website content, digital advertising, collateral development and more.

The Results

In 2016, The referendum passed with 67% of the vote during a year that saw one of the state’s highest turnouts for a spring election. The 2021 operational referendum once again passed with 67% of the vote. The 2022 facility referendum passed with 56.87% of the vote. The District celebrated its new facilities with an open house in the fall of 2024.

Mueller Communications continues to be Nicolet Union High School District’s ongoing communications partner. In addition to referendum communications, Mueller has developed strategy and supported the execution of a variety of internal and external communication needs, including messaging and branding, thought leadership, proactive and reactive media, crisis communications, fundraising, social media, letters and emails to families, blog content development, community event planning and support, and the design, development and distribution of Nicolet’s twice-annual community-wide newsletters.

As Nicolet’s strategic communication partner since 2014, Mueller Communications has leveraged media outreach, external community publications, internal communications to students, families, and teachers, as well as a proactive government affairs strategy to highlight the achievements of students, teachers and alumni, and demonstrate the value in providing additional funding.

When it came time for the 2021 operational referendum – during a global pandemic – Mueller utilized previous tactics but also prepared an online, interactive Frequently Asked Questions page and submission form so the community could ask questions and receive responses quickly and safely. Mueller also helped plan virtual referendum information sessions to encourage community members to connect directly with Superintendent Dr. Kabara to ask questions. Additionally, Mueller managed a successful digital display and social media ad campaign that utilized geotargeting and site retargeting to share information about the referendum and remind community members to vote.

In 2022, when the District sought to build a new high school and athletic facilities, they again turned to the Mueller team. Thanks to Mueller’s support, the District educated residents through informational sessions, media outreach and coordination, consistent messaging and design, direct mail, social media and website content, digital advertising, collateral development and more.