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Tom Gjerde: Persuading Voters

Tom Gjerde
Tom Gjerde

Tom Gjerde was tasked with persuading voters in Rancho Cordova to approve $49 million in school bonds. He crafted a marketing plan emphasizing local testimonials and explaining how funds would improve schools without increasing administrative costs. His campaign repeated this message until election day. As a result, 73% of voters approved the measure. Gjerde later led a similar successful campaign for Natomas that also saw 73% approval.

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PERSUADING VOTERS
THE CHALLENGE THE SOLUTION THE RESULTS ABOUT TOM The Challenge: Persuade voters in Rancho Cordova to raise property taxes and approve $49 million in school improvement bonds.
THE CHALLENGE THE SOLUTION THE RESULTS ABOUT TOM So Tom Gjerde crafted a marketing plan to address key concerns and asked voters to help local schools.
THE CHALLENGE THE SOLUTION THE RESULTS ABOUT TOM Featuring local residents, explaining in simple terms the benefits of passing Measure B.
THE CHALLENGE THE SOLUTION THE RESULTS ABOUT TOM And explained how the money would be spent on improving schools, not administrative overhead.
THE CHALLENGE THE SOLUTION THE RESULTS ABOUT TOM And repeated these ideas again and again.
THE CHALLENGE THE SOLUTION THE RESULTS ABOUT TOM And asked voters to remember our kids and schools on election day.
THE CHALLENGE THE SOLUTION THE RESULTS ABOUT TOM The Result: 73% of Rancho Cordova voters approved Measure B.
THE CHALLENGE THE SOLUTION THE RESULTS ABOUT TOM ...A few months later, Tom was presented with another challenge: persuade voters in Natomas to raise taxes and approve $45 million in school improvement bonds.
THE CHALLENGE THE SOLUTION THE RESULTS ABOUT TOM So Tom developed an almost identical marketing campaign, making the same simple points with voters.
THE CHALLENGE THE SOLUTION THE RESULTS ABOUT TOM The Result: 73% of Natomas voters approved Measure M.
THE CHALLENGE THE SOLUTION THE RESULTS ABOUT TOM Tom Gjerde is now a Staff Services Manager I at California Correctional Health Care Services, where he is responsible for recruiting all executives, clinicians and support staff for the 12,000+ organization.
TOM GJERDE Problem Solved.

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Tom Gjerde: Persuading Voters

  • 2. THE CHALLENGE THE SOLUTION THE RESULTS ABOUT TOM The Challenge: Persuade voters in Rancho Cordova to raise property taxes and approve $49 million in school improvement bonds.
  • 3. THE CHALLENGE THE SOLUTION THE RESULTS ABOUT TOM So Tom Gjerde crafted a marketing plan to address key concerns and asked voters to help local schools.
  • 4. THE CHALLENGE THE SOLUTION THE RESULTS ABOUT TOM Featuring local residents, explaining in simple terms the benefits of passing Measure B.
  • 5. THE CHALLENGE THE SOLUTION THE RESULTS ABOUT TOM And explained how the money would be spent on improving schools, not administrative overhead.
  • 6. THE CHALLENGE THE SOLUTION THE RESULTS ABOUT TOM And repeated these ideas again and again.
  • 7. THE CHALLENGE THE SOLUTION THE RESULTS ABOUT TOM And asked voters to remember our kids and schools on election day.
  • 8. THE CHALLENGE THE SOLUTION THE RESULTS ABOUT TOM The Result: 73% of Rancho Cordova voters approved Measure B.
  • 9. THE CHALLENGE THE SOLUTION THE RESULTS ABOUT TOM ...A few months later, Tom was presented with another challenge: persuade voters in Natomas to raise taxes and approve $45 million in school improvement bonds.
  • 10. THE CHALLENGE THE SOLUTION THE RESULTS ABOUT TOM So Tom developed an almost identical marketing campaign, making the same simple points with voters.
  • 11. THE CHALLENGE THE SOLUTION THE RESULTS ABOUT TOM The Result: 73% of Natomas voters approved Measure M.
  • 12. THE CHALLENGE THE SOLUTION THE RESULTS ABOUT TOM Tom Gjerde is now a Staff Services Manager I at California Correctional Health Care Services, where he is responsible for recruiting all executives, clinicians and support staff for the 12,000+ organization.
  • 13. TOM GJERDE Problem Solved.