Donovan Group communications proposal

ABOUT THE DONOVAN GROUP

The Donovan Group is an education communications firm focused solely on serving the needs of public schools, districts, and educational organizations across the United States. Over the past two decades, our team has worked with hundreds of districts on their communications and community engagement efforts.

Our work is fueled by a commitment to public education and the belief that accessible information and transparency are key components to building trust. We believe in expanding avenues for two-way communication with community members and other educational partners.

We see an excellent opportunity to assist the School District of Clayton with school community engagement and communications to create deep understanding about facility needs and future investments as a bond informational campaign.

Working with the Donovan Group, the School District of Clayton would gain access to a full team of communication professionals, with each possessing specific skills to benefit the organization’s communication and engagement efforts.

We also wish to note that the Donovan Group was recognized with a Gold Medallion, the top award from the National School Public Relations Association.

Additionally, our firm has become a trusted partner to state school board associations and superintendents’ associations across the nation. We provide crisis communication assistance to association members in several states, including Arizona, Connecticut, Delaware, Florida, Indiana, Michigan, Minnesota, Missouri, Tennessee, Virginia, and Wisconsin.

We would love the opportunity to partner with you and welcome any questions you may have about our proposal. Please direct any questions to Dr. Lori M. Mueller at 941-504-8056 or lori.mueller@donovan-group.com. Thank you for your consideration.

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OUR TEAM

Dr. Lori Mueller will serve as the primary contact and engagement facilitator. The following individuals would assist with this project as leads in our firm.

Dr. Lori Mueller, Partner Dr. Mueller is an experienced educational leader and former superintendent in the state of Wisconsin who has been nationally recognized for her work in school communication. In addition to her experience as a superintendent, Dr. Mueller has served as a teacher and a director of curriculum and instruction. She has presented at regional, state, and national conferences on topics related to continuous school improvement, strategic planning, crisis response, and engaging the community in advance of a facilities referendum. Isaiah Smith, Communication Strategist As a communication strategist, Isaiah collaborates with public schools and districts nationwide, helping them craft compelling narratives, foster community engagement, and master effective communication practices. Previously, Isaiah served as a digital communications specialist with the Douglas County district. Isaiah holds a bachelor's degree in mass communication from Georgia College and State University. Derrick Docket, Director of Design & Branding Derrick helps public schools and districts tell their stories through branding, marketing, graphic design, content creation, and video production. Before joining the Donovan Group, Derrick served as director of marketing for The Magic House, St. Louis Children’s Museum. Prior to that, he was the chief communications officer and director of marketing for the Wentzville School District in Missouri. Derrick holds a bachelor’s degree in art and design from Missouri State University. Katie Drida, Director of Social Media Katie brings a passion for sharing the stories, celebrations, and community connections of each school district through their social media. Before joining the Donovan Group, Katie taught middle and high school English Language Arts for seven years, while also serving in various communication roles on several educational support and extracurricular teams. Katie holds a bachelor's degree in English Education from the University of Wisconsin-Stevens Point. Ben Gallagher, Director of Video Services Since joining Donovan Group in 2020, Ben has produced videos for a wide variety of school districts across the country. His work helps school districts tell their stories and provides information about unique programs, special events, student achievements, extracurricular activities, and more. 3

Tracy Jentz, Director of Survey Research Tracy provides both a research and communications perspective in asking questions, providing insight, and helping find solutions. She has a deep passion for public education, along with collecting and using data to inform decision making. Before joining the Donovan Group, Tracy spent more than 10 years as communications coordinator for one of the largest districts in North Dakota. She holds a master’s degree in sociology and a bachelor’s degree in communication from the University of North Dakota. Becky Huenink, Lead Project Manager As lead project manager, Becky will oversee all facets of project management, just as she has for hundreds of Donovan Group clients. After receiving a bachelor’s degree from the University of Wisconsin-Whitewater, Becky worked for the Wauwatosa School District in southeastern Wisconsin before joining the Donovan Group. Becky is in her 11th year with the firm. Holly Henderson, Lead Graphic Designer Holly Henderson works with public schools and districts across the United States, assisting with efforts related to graphic design, content creation, social media, and visual storytelling. Before joining the firm, Holly served as marketing and communication specialist for the School District of Baraboo in southwest Wisconsin. Amanda Getgen, Communication Strategist Amanda Getgen works with public schools and districts, focusing on content writing and editing, communication planning, social media, graphic design, and crisis communication. Previously, she served as communications coordinator for the Tomah Area School District. She received the 2022 Wisconsin School Public Relations Association Lighthouse Award.

Brooke Pisciotto, Communication Strategist Brooke Pisciotto helps public schools and districts tell their stories through social media, written content, graphic design, communication planning, and much more. Before joining the Donovan Group, Brooke was a fifth-grade English language arts teacher, where she served on the School Improvement Team and sponsored the Art Club. Emily Rojas, Communication Strategist Emily works with public schools and districts across the United States to help them tell their stories, engage their communities, and communicate effectively. Before joining the Donovan Group, Emily served as director of communications for Dalton Public Schools. During her time there, the district received seven gold awards from the Georgia School Public Relations Association (GSPRA), including two Best in Category awards. Emily holds a bachelor's degree in public relations from Lee University. 4

Steve Bailey, Partner Steve is the Donovan Group’s lead communication strategist and production director. Now in his 14th year with the firm, he has assisted hundreds of school districts with their communications efforts. Steve also previously served as president and executive editor of a large content creation agency, and has worked with numerous nonprofit organizations across the country. He graduated from the University of Wisconsin-Oshkosh with a bachelor’s degree in journalism and has experience as both a print and broadcast news reporter. Joe Donovan, Founding Partner Joe Donovan is president and founder of the Donovan Group. In addition to working with dozens of school districts on their communications efforts, Joe regularly consults with districts and educational organizations across the country. He has also provided consulting services to state superintendents, state legislators, mayors, and members of Congress.

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PROPOSED BOND INFORMATION CAMPAIGN

We understand that the School District of Clayton is seeking a firm to provide strategic communications planning, advice, and development support to effectively communicate to its constituents about an April 2026 bond referendum.

More specifically, we note that the School District of Clayton is ready to provide information and engage residents about priorities for a bond referendum to place a measure on the April 2026 ballot and continue to engage residents about the district’s facility needs leading up to election day. Thus, it is worth noting that the Donovan Group has 20+ years of extensive referendum experience. We have worked with a range of districts on some of the largest and smallest referendum projects nationwide.

The Donovan Group is unique because we can provide the communications assistance and education partner engagement sections of a referendum project, as well as the survey research components.

At the Donovan Group, we believe that the success of a referendum encompasses more than just a passing vote. We believe that success is also defined by the trust that is built in the community and by an increase in the level of dialogue about educational issues.

We believe that defining success in this way is important because it dramatically changes the tactics and procedures used by the district in advance of the referendum. Over the years, we have seen school boards engage in what might best be described as “scorched earth” efforts that rely on generating fear and spin to pass a referendum. Such tactics are not only ineffective in generating support for a referendum, but they also destroy—rather than build—trust.

Instead, we believe in telling the truth and seeking to engage every community member in the needs of the district. We believe school and district leaders must communicate in such a way as to build integrity. After all, we do not know when the district may need to engage voters again for another referendum. Communicating with integrity now is more likely to result in a replacement referendum being passed in the future.

Going a step further, we do not believe that a referendum is won or lost. Instead, we consider a referendum solution that was presented to voters to be either passed or not passed. We believe that in terms of a referendum effort, not using the “wins and losses” language is a subtle, yet important, issue.

With all this in mind, the rest of this section describes a referendum process that focuses on authentic engagement, truth-telling, and building integrity.

Referendum Stages Every referendum process includes distinct stages. These stages involve identifying and communicating the needs of the district. For community members to vote for a referendum, they must understand how it addresses a set of specific needs. Engaging the community in the needs of the district is the most important part of the referendum communications process. Thus, it is one that continues throughout the entire timeline.

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We propose a three-part engagement effort that is built around the idea of bringing together the community and other critical stakeholders to address the needs of the district. This involves a robust process through which the goal is to create a referendum solution(s) that will be presented to the school board. Accordingly, the three-part strategy will cover three time periods of the effort or three phases—the needs phase, the process phase, and the solution phase.

1) The Needs Phase: The needs phase comes first. This is when the needs of the district are communicated. We continue to find, almost universally, that community members want to engage and ultimately support referendum options that are based on needs. Therefore, the first stage of a referendum process should involve informing community members about the needs of the district. This usually includes providing information via the media and at board meetings. However, it may also involve other tools, such as school newsletters shared in print form or via email, service club presentations, and other methods. We understand that the School District of Clayton has already taken some actions necessary in this phase.

2) The Process Phase: In this phase, the community has the opportunity to consider the district’s needs and weigh in on solutions to those needs. This is done through engagement sessions, a task force, and staff and community surveys. Again, we acknowledge that the School District of Clayton has already taken some actions that fall in this phase and, as such, believe that focus groups with varying constituents of the school community may better serve as an engagement strategy and building a team of ambassadors for the district’s needs.

3) The Solution Phase: The final phase in the referendum process involves communicating the solution. This stage begins the night the board votes to place the question on the ballot. During this phase, the district will communicate the solution(s) developed during the process phase in response to specific needs.

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SUGGESTED TIMELINE FOR SD OF CLAYTON

The following shares an initial draft of a proposed bond information campaign timeline to illustrate how the Donovan Group would lead and partner with the School District of Clayton, the architecture firm, and local experts to successfully pass a bond measure. The district team will meet on a regular basis with Dr. Mueller to adjust and enhance the timeline to fit the context and needs of the district and to ensure the Donovan Group production team executes each task identified as a need for the district.

JANUARY 2026 Weekly Planning Meetings Meet as a district, architecture, and Donovan Group team to plan for immediate and long-term needs for the bond information campaign. Referendum Brand Develop a branding kit with colors, graphics, and tagline for the bond referendum information campaign. Slide Deck Create a slide deck to use with focus groups, the school board, and for community outreach. Mill Rate Illustration Develop a visual to illustrate the mill rate calculation and impact to use in future communications. Fact Sheet Create a fact sheet detailing the district’s needs and how the referendum would address those needs. Include renderings of planned improvements. Focus Groups Host a series of focus groups with strategic subgroups of the school community to test priorities and proposed solutions to place on the April ballot. Focus Group Report Create and provide a report of themes gathered through focus group discussions to support board action to place a bond measure on the April ballot. Board Action JANUARY 21 The board takes action to place a bond measure on the April ballot. Social Media Create a series of social media posts with graphics (2-3 times a week), to be published to the district’s social media platforms throughout the month, including an announcement to place a bond referendum question(s) on the April ballot. News Release Create a news release announcing the board's decision to place a referendum question(s) on the April ballot. Email Messages Create family and staff email messages announcing the board's decision to place the referendum question(s) on the ballot. Web Content & FAQ Develop a referendum webpage on the district’s website. Include a series of frequently asked questions (FAQs). Brochure Design a multi-page brochure with key messages and more detailed content from the district’s fact sheet including testimonials from internal constituents highlighting the needs. Engagement Calendar Map a community engagement calendar with district leadership to educate about needs and proposed solutions, including facilitating needed facility tours. 8

The engagement calendar will target all community and local groups for formal presentations. Mailer #1 Create a four-panel mailer detailing the district's needs and the solutions on the ballot in April. Talking Points and Media Training Draft talking points for board members, district administration, and staff and provide media training for key district communicators. Mailer #1 Distribute the first mailer to all residential addresses. Video/Reels Write storyboards and shot sheets to capture content and produce videos focused on the district’s needs and proposed solutions. Include testimonials from constituents. FEBRUARY 2026 Weekly Planning Meetings Meet as a district, architecture, and Donovan Group team to plan for immediate and long-term needs for the bond information campaign. Social Media Create a series of social media posts with graphics (2-3 times a week), to be published to the district’s social media platforms throughout the month. News Releases Craft news releases that connect the referendum information with back-to-school. Web Content & FAQ Continue to develop the referendum webpage on the district’s website and add to the frequently asked questions (FAQs). Standing Banner/Foam Boards Create a standing banner and foam board design with information on the district’s needs and how the referendum questions would address those needs. Include renderings of planned improvements. Distribute throughout the schools and community partners. Video/Reels Produce and distribute videos or reels on all of the district’s communication platforms. Ads Draft newspaper, social media, TV, radio, and billboard ads to use throughout the community. District and School Newsletter Content Create newsletter content to use in both district and school newsletters to remind staff and families about needs and the proposed solutions. Ambassadors and Toolkit Identify and train internal constituents to serve as information and engagement ambassadors. Provide ambassadors toolkits with referendum specific social media content, templates, and tabletop displays. Community Outreach Continue to engage the community in learning about the district’s processes and progress through formal presentations to community and local groups. Distribute the fact sheet. Mailer #2 Begin creation of the second mailer, a postcard-style piece that details the needs/solution and directs residents to the referendum webpage for more information. Mailer #3 Begin creation of the third mailer. This will be a postcard-style piece that reminds residents of the question(s) on the ballot and the election date (how to vote). Yard Sign Design a yard sign to be used throughout the community. 9

MARCH 2026 Weekly Planning Meetings Meet as a district, architecture, and Donovan Group team to plan for immediate and long-term needs for the bond information campaign. Social Media Create a series of social media posts and graphics (2-3 times a week), to be published to the district’s social media platforms throughout the month. News Releases Craft news releases to remind voters about the question on the ballot and offer community engagement at local groups. Work to address any misinformation circulating in the community. Guest Article Collaborate with the superintendent and board chair to create a guest article for the local press. Web Content & FAQ Continue to develop the referendum webpage on the district’s website and add to the frequently asked questions (FAQs). Mailer #2 Distribute the second mailer to all residential addresses. (Early voting begins) Email Messages Create and send email messages to families and staff; focus on the district's needs and the solutions on the ballot. Event Hold a public information meeting, focused on the district’s needs and the solutions on the ballot. Facebook LiveStream the event for greater participation and engagement. Community Outreach Engage the community in learning about the district’s processes and progress through formal presentations to community and local groups. Distribute the fact sheet. Building Tours and Tour Sheet Host building tours supported with a takeaway tour sheet with bond referendum messaging. Mailer #3 Distribute the third mailer to all residential addresses. APRIL 2026 Social Media Create a series of social media posts and graphics (2-3 times a week), to be published to the district’s social media platforms throughout the month. Email Messages Create and send email messages to families and staff, reminding them of election day and the questions on the ballot. Election Day April 7, 2026 Post Election Messages Create and distribute post-election messages, including social media content and family/staff email messages, including a thank you video that uses student voice.

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Our team includes experts in communications planning, media relations, survey and data analysis, content writing and editing, marketing, graphic design, video production, public relations and public policy. Below is a list of the services we deliver in relation to the bond information campaign:

●​ Content Creation: Our writers create articles, news releases, letters, blog posts and website copy, along with speeches and other written content. We can also proof and edit parent messages, newsletters, and other content developed by district staff. ●​ Graphic Design: Our graphic and digital design services include one-pagers, fact sheets, brochures, mailers, display boards, and other marketing collateral. ●​ Surveys and Focus Groups: Community and staff surveys offer valuable data and feedback from stakeholders. We provide surveys to establish baseline data, seek residents’ input regarding the district’s communication practices, improve engagement, and guide planning efforts. We can also facilitate focus groups and committees. ●​ Campaign Development: We will assist the district in creating marketing plans and strategies for a variety of programs, services, and initiatives throughout the school year. These plans, which we often refer to as “roadmaps,” identify target stakeholders, outline key messages, and provide a comprehensive communication calendar. ●​ Social Media Management: Social media provides an excellent tool to tell your district’s story and reach your stakeholders. We can create and post content to the district’s Facebook, Twitter, Instagram, and other social media platforms. ●​ Video Creation: We can assist with creating professional and engaging videos that reach your key stakeholders through social media and a variety of other channels. We can plan, edit, and produce videos featuring your schools, students, and staff. ●​ Translation: We can translate communication deliverables into multiple languages to meet the needs of your community.

Please note that additional information about our services is available on our website, at https://www.donovan-group.com.

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COMMUNICATION SERVICES

The Donovan Group has supported numerous school districts across the country in successfully passing referenda. Each time, we follow our process outlined in this proposal supported with our communications and engagement tools.

Dr. Lori Mueller led the following successful referenda processes over the past few years as partner of the Donovan Group:

School District of Grantsburg (WI) - Capital Referendum (April 5, 2022)

The School District of Grantsburg contracted referendum engagement services with the Donovan Group to successfully pass a capital referendum to renovate and add to an elementary school, close a primary school, and renovate the Grantsburg Middle School and Grantsburg High School, totaling $19,700,000. This measure passed by 56%.

Martin County School District (FL) - Operational Referendum/Millage Vote (August 23, 2022)

The Martin County School District contracts with the Donovan Group for comprehensive communications services. On August 23, 2022, the continuation of the millage referendum was approved by Martin County voters. As a result, the Martin County School District will be able to continue funding critical programs and services for students and schools over the course of four years. Specifically, these funds will continue to support: School Safety and Security, Mental Health Programs, Recruiting and Retaining Teachers and Support Staff, Professional Development, and Academic Initiatives. This measure passed by 68% and totals more than $50 million of funding for the district. Geneva Joint-4 School District (WI) - Operational Referendum (April 8, 2022)

The Geneva Joint-4 School District contracted referendum engagement services with the Donovan Group to successfully pass an operational referendum to exceed revenue caps for 2023-2024, 2024-2025, and 2025-2026, totaling an additional $4,500,000 for the school district. This measure passed by 51%.

Oconto Falls School District (WI) - Capital Referendum (April 8, 2022)

The Oconto Falls School District contracted referendum engagement services with the Donovan Group to successfully pass a capital referendum to construct a new middle school, remove the existing middle school, and replace roofs at the elementary and high schools, totaling $37,630,000. This measure passed by 59%.

School District of Onalaska (WI) - Combined Capital and Operational Referendum (April 8, 2022)

The School District of Onalaska contracted referendum engagement services with the Donovan Group to successfully pass both an operational and capital referendum to exceed the revenue limit for operational purposes in 2023-2024, 2024-2025, 2025-2026, and 2026-2027, totaling $5,200,000 and 12

OUR PRIOR EXPERIENCES

complete additions and renovations at both the Onalaska Middle School and Onalaska High School, totaling $75,000,000.

The operational referendum passed with 58% support from voters. The capital referendum passed with 61% voter approval.

Verona Area School District (WI) - Operational Referendum (April 8, 2022)

The Verona Area School District contracted referendum engagement services with the Donovan Group to successfully pass a recurring operational referendum to exceed the revenue limit by $19,000,000 for purposes consisting of expenses related to ongoing educational programming, maintaining and supporting instructional and extracurricular programs, and paying salary and other operational expenses. This measure passed by 70%.

Whitewater Unified School District (WI) - Operational Referendum (April 8, 2022)

The Whitewater Unified School District contracted referendum engagement services with the Donovan Group to successfully pass an operational referendum to exceed the revenue limit for maintaining targeted class sizes, student support and mental health services, comprehensive instructional and co-curricular programs, and technology, safety, and facilities infrastructure in 2023-2024, 2024-2025, 2025-2026, and 2026-2027, totaling $17,600,000. This measure passed by 56%.

Poynette School District - Operational Referendum (April 4, 2023)

The Poynette School District contracted referendum engagement services with the Donovan Group to successfully pass an operational referendum to provide for the operational needs of the district in 2023-2024, 2024-2025, 2025-2026, 2026-2027, and 2027-2028, totaling $9,250,000. This measure passed by 54%.

Shorewood School District (WI) - Operational Referendum (April 4, 2023)

The Shorewood School District contracted referendum engagement services with the Donovan Group to successfully pass an operational referendum to exceed the revenue limit for operational purposes including salaries, benefits, and instructional extra-curricular programming in 2023-2024, 2024-2025, 2025-2026, 2026-2027, and 2027028, totaling $27,500,000. This measure passed by 74%.

Williams Bay School District (WI) - Operational Referendum (April 2, 2024)

The Williams Bay School District contracted referendum engagement services with the Donovan Group to successfully pass an operational referendum to exceed the revenue limit to protect existing programs and services in 2024-2025, 2025-2026, and 2026-2027, totaling $4,500,000. This measure passed by 68% School District of Janesville (WI): Combined Capital and Operational Referendum (November 5, 2024) The School District of Janesville contracted referendum engagement services with the Donovan Group to successfully pass a two-year $14.5 million non-recurring operational referendum to maintain programming and staffing levels and a $151.8 million capital referendum to improve special education learning spaces and address high priority building maintenance and upgrades. 13

The operational referendum passed with 60.93% support from voters. The capital referendum passed with 63.62% voter approval. City of Fairfax Schools (VA): Bond Referendum (November 5, 2024) The City of Fairfax Schools contracted referendum engagement services with the Donovan Group to successfully pass a $220 million bond referendum to implement modern security systems, secure entryways, and protocols to ensure the safety of students and staff, improve student learning by updating elementary school classrooms and buildings to address the current and future needs of students, and address issues like the Fairfax High School roof and other needs at the high school and elementary schools. The bond referendum passed with 69.87% voter approval. Unified School District of Antigo (WI): Capital Referendum (November 5, 2024) The Unified School District of Antigo is a comprehensive services client for the Donovan Group. We facilitated the referendum engagement process with the district for over two years to propose $54 million in additional funding to build a new elementary school and address urgent capital needs at both their middle school and high school. The capital referendum passed with 55% voter approval. Whitewater Unified School District (WI): Capital Referendum (April 1, 2025) The Whitewater Unified School District is a comprehensive services client for the Donovan Group. We facilitated the referendum engagement process with the district to propose a $30 million capital referendum to reshape their schools in a comprehensive manner and position the district to provide access to cutting-edge Career and Technical Educational opportunities and facilities. The capital referendum passed with 52% voter approval.

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OUR REFERENCES

Mark Holzan, Superintendent School District of Janesville (WI) mark.holzman@janesville.k12.wi.us (608) 289-1541

Carrie Dorsey, Communications Director City of Fairfax Schools (VA) Carrie.Dorsey@fairfaxva.gov (703) 293-7131

Jennifer DeShazo, Chief of Staff and Strategic Communications Martin County School District (FL) deshazoj@martinschools.org (772) 219-1200

Dr. Tremayne Clardy, Superintendent Verona Area School District (WI) claryt@verona.k12.wi.us (608) 845-4300

Beth Johnston, Chief Communications Officer Lindbergh Schools (MO) bjohnston@lindberghschools.ws 314-729-2400, ext. 8802

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OUR FEES

The Donovan Group typically works on a fixed-fee arrangement. This means we charge a flat fee with no overages. Moreover, we provide unlimited services to fully complete a project. We believe this is important because we cannot always predict the level of services school districts will need throughout a project.

For the bond information campaign and referendum process outlined above, including all deliverables, communications and engagement, the Donovan Group would invoice the district $4,500 per month through April 2026 or a total of $18,000. The Donovan Group would invoice the School District of Clayton on the 28th of each month starting in January 2026 through April 2026. There are no additional costs for travel for onsite facilitation of meetings. The Donovan Group’s fee does not include costs for any printing or mailing needs. Those costs are assumed for the School District of Clayton.

Thank You! We appreciate the opportunity to provide this information about the Donovan Group’s services. We understand that we have presented you with a considerable amount of information to consider. We welcome your thoughts and feedback, and we forward to discussing next steps with you.

If you have any questions or would like more information, please contact:

Dr. Lori M. Mueller, Partner Donovan Group 941-504-8056 lori.mueller@donovan-group.com www.donovan-group.com

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