Case Study - Nisd 2015 Bond Election

CASE STUDY: NACOGDOCHES INDEPENDENT SCHOOL DISTRICT (TEXAS) 2015
BOND ELECTION
BY
AMBER JUAREZ
MAY 11, 2016

THOMAS P. MADISON
MCM-382-001 - PUBLIC RELATIONS CASE STUDIES
CASE STUDY: NACOGDOCHES INDEPENDENT SCHOOL DISTRICT (TEXAS) 2015 BOND ELECTION
ABSTRACT
The following is a case study that will discuss the events leading up to and their
contribution to the failed Nacogdoches ISD 2015 bond. The Nacogdoches ISD 2015 bond
became a very controversial and heated topic to discuss in the community. The citizens divided
between the Vote No and Vote Yes people. The division was apparent throughout social
media such as Facebook and Twitter. Websites, local news channels, and local newspapers
covered the events leading up to the election. Community members and district employees were
interviewed. The overall awareness of Nacogdoches ISD student and campus needs increased
drastically.
The proposed Nacogdoches ISD 2015 bond asked for $43.3 million. The election took
place on November 3, 2015. There was a high number turnout of early voters. According to the
Nacogdoches ISD official website, the finalized proposal includes a 650-member school on the
Northeast side of Nacogdoches, a 500-member school on or near the existing location of
Carpenter Elementary, McMichael Middle School Addition of 15,000 sq. ft. at $180 per sq. ft.,
and deferred maintenance (including roof work and Capital Projects throughout the District). The
proposed plan total was $43,311,200 and the proposed bond was set for $43,300,000.
Juarez 2
INTRODUCTION
An investment in knowledge pays the best dividends. Benjamin Franklin
The Nacogdoches Independent School District (NISD) 2015 Bond is highly
acknowledged among the Nacogdoches community. On August 24, 2015, the Nacogdoches ISD
Board of Trustees approved calling a bond election set for November 3, 2015, for the amount of
$43.3 million. If passed, the bond sale would have had a tax impact of 10 to 11 cents per $100 of
valuation for the 2016-17 fiscal year, depending on the terms of the bond at the time of the sale
(Nacogdoches ISDs 2015 Bond Information, Nacogdoches ISD).
Nacogdoches ISD raised community awareness for the 2015 election with a goal of a
high voter turnout in acceptance of the proposed bond. The school district received media
exposure from local newspaper, radio and news television stations. Nacogdoches ISD promoted
community involvement by recruiting Nacogdoches community members to participate in a
series of Facility Steering Committee meetings during the summer of 2015. The Nacogdoches
community divided itself between the time the proposed bond election was set on August 24 and
the day of the election on November 3. The community divided between Vote No and Vote
Yes people.
Community members developed campaigns to inform their peers of the bond and reasons
behind their stances, whether it was for or against the proposed bond. Some strategies included:
developing informative websites, creating Facebook pages, creating a twitter account, billboards,
radio ads, and yard signs. According to KTREs article Voters choose against Nacogdoches ISD
bond, the measure failed 2,388 to 1,997 (KTRE, Nov. 2015).
Two interviews were conducted to gain a better understanding of how outside
politics contributed to the Nacogdoches ISD 2015 bond. Nacogdoches ISDs
Juarez 3
Communications Coordinator Jane Doe concerning her participation in informing the

community of the Nacogdoches ISD 2015 bond, the events leading up to the election, and
the steps Nacogdoches ISD plans to take after the failed bond. The second interview was
with a district volunteer/parent on how the bond may have disrupted the volunteers
attendance and involvement on campuses throughout the district.
BACKGROUND
2015 Bond Information Overview
On August 24, 2015, the Nacogdoches Independent School District Board (NISD) of
Trustees held a special board meeting at the Nacogdoches High School (NHS) library. The
meetings primary focus was to finalize the 2015 Nacogdoches ISD bond proposal consisting of
new construction and improvements to existing buildings. The school board voted in favor of
setting a $43.3 million bond election for November 3, 2015. According to KTREs article
Nacogdoches ISD school board votes to set $43.3 million bond election, the bond election will
be for the issuance of a $43.3 million bond for the construction, acquisition, equipment, and
building of school buildings in the district, including two new elementary schools, and expansion
of McMichael Middle School and the levying of taxes and the payment thereof.
According to the Nacogdoches ISD official website, the finalized proposal includes a
650-member school on the Northeast side of Nacogdoches, a 500-member school on or near the
existing location of Carpenter Elementary, McMichael Middle School Addition of 15,000 sq. ft.
at $180 per sq. ft., and deferred maintenance (including roof work and Capital Projects
throughout the District). The proposed plan total was $43,311,200 and the proposed bond was set
for $43,300,000.
Juarez 4
If voters had passed the 2015 bond, the bond sale would have had a tax impact of 10 to
11 cents per $100 of valuation for the 2016-2017 fiscal year. Table 1 shows what the monthly
and annual increase in property taxes for those living in Nacogdoches ISD taxing jurisdiction
would have been. The increases would not have affected those whose property taxes are frozen.
Table 1 takes into account the $25,000 homestead exemption (2015 Bond Information, n.d.).
Table 1 Provided by www.nacisd.org

Nacogdoches ISD 2015 bond in detail
A new 650-member school on the NE side of Nacogdoches, 78,000 sq. ft. at $180 per sq.
ft. for a total of $14.04 million. Fixtures, Furniture and Equipment (FFE) is an additional 18%,
$2.53 million and $3 million for site preparation and acquisition. The total cost for the new
facility would be $19.57 million.
Juarez 5

Picture of the 650-member school used only as an example.
A new 500-member school on or near the existing location of Carpenter Elementary with
60,000 sq. ft. at $180 per sq. ft. for a cost of $10,.8 million. FFE of 18%, $1.94 million and site
preparation of $5 thousand brings the total for the new facility to $13.24 million.
Architect Rendition of the 500-member school.

McMichael Middle School Addition of 15,000 sq. ft. at $180 per sq. ft. totals to $2.70
million. With $300,000 for a FFE, the total for the building addition is $3 million.
Juarez 6

The darker grey areas are the planned McMichael additions.
District-wide Capital Improvements (roof work and capital projects throughout the
district. The bond will allow the district to invest in its existing facilities through upgrades and
improvements to comply with current standards, increase safety, make schools more energy
efficient and extend the life of each facility. District-wide Capital Improvements (roof work,
parking lot update, Fredonia Elementary improvements and other items) (District-wide Capital,
Nacogdoches ISD).
$7.50 million
TOTAL COST FOR ALL PROJECTS
$43.31 million
PROPOSED BOND
$43.30 million
RESEARCH
Nacogdoches ISD Overview
The following Nacogdoches ISD demographics are provided by the districts 2015-2016
Spotlight. The school district has 11 schools consisting of approximately 6,439 students in
Juarez 7
grades Pre-K through 12. There are six elementary schools including two magnet schools for
dual language and the fine arts, one intermediate campus, two middle schools, one high school,
and one alternative education facility. The districts economically disadvantaged percentage is at
80.9. There are 423 teachers with an average of eleven years of experience employed at
Nacogdoches ISD. The student teacher ratio is 14.6 to 1. Nacogdoches ISD has around 945 staff
members. The district accountability rating is academically acceptable. The graduation rate is
91.5 percent.
Hayes focused on three concerns in his conversation with the community including the
safety, capacity, and efficiency of the campuses. For the 2014-2015, Haynes said, We have set
a record for enrollment for the elementary schools: 3,404 kids. That's the most ever in the
district's history (Nacogdoches ISD holds recruitment meeting, May 2015). Figure 2 shows a
graphic taken from a report on Nacogdoches ISD Enrollment projections from 2012 too 2025,
compiled by SFASU researchers (Nacogdoches ISD Growth, Nacogdoches ISD).
Figure 2. Actual District Total Enrollment (2007 through 2011) and Projected Low, Medium,
and High District Total Enrollment (2012 through 2025).
Previous Nacogdoches ISD Bonds
Juarez 8
According to the Nacogdoches ISDs Previous Bond information, the district had
requested a management team from the Texas Board of School Business Officials (TASBO) in
July of 2006. TASBO was requested for the purpose of conducting a management review of
bond expenditures and construction projects for the bond that was passed in 2001.
Nacogdoches ISD website provides PDFs of the following reports: Review of Bond
Expenditures and Construction Cost, Nacogdoches ISD Total Building Bond Indebtedness, and
QSCB Report. TASBO team members that reviewed Nacogdoches ISD bond expenditures and
construction projects for the 2001 passed bond were impressed with the commitment of the
current staff of Nacogdoches ISD. Nacogdoches ISD was applauded for their ability to identify
and correct any errors that may have occurred in the capital projects fund. This bond was praised
for the accomplished projects that were initially planned. TASBO noted that Nacogdoches
students, staff and community members will benefit from these projects for years to come
(Previous Bond, Nacogdoches ISD).
According to KTREs article Nacogdoches ISD forming community committee to
hopefully improve facilities, [the] last bond attempted [for] $58.9 million failed in 2014 by only
289 votes. About 1,200 voters to 920 votes only 10.3% of the city's some 20,000 registered
voters actually turned out to vote, said previous Nacogdoches ISD Communications Coordinator
Rayanne DuChane (May 2015). The last Nacogdoches ISD school bond that passed was in
2003. It consisted of three major projects: McMichael Middle School, rebuild Brooks-QuinnJones Elementary School, and the 9th Grade Center erected at NHS. With the hopes of passing
another similar bond, Nacogdoches ISD developed a Facility Steering Committee. This
committee was designed to be the strength and drive behind the proposed bond.
Facility Steering Committee
Juarez 9
In May 2015, Nacogdoches ISD invited Nacogdoches community members to visit

Nacogdoches High School to learn more about Nacogdoches ISD Community Facilities
Committee. This was a recruitment meeting that aimed to get community members to serve on
the steering committee. Volunteers met several times to discuss the proposed bond and to tour
different campus conditions. Rayanne DuChane, NISD Communications Coordinator said,
"What we'd like to do is bring a group of community people together to form a committee and
this committee will ultimately drive where this project goes" (Nacogdoches ISD forming
community committee, May 2015).
The three campuses that were of highest concern included Nettie Marshall Academy of
Dual Language, Emeline Carpenter Elementary School, and Thomas J. Rusk Academy of Fine
Arts. Superintendent Fred Hayes explained that these three campuses have issues concerning
safety, capacity, and efficiency (Nacogdoches ISD holds recruitment meeting, May 2015).
"We have an idea of when we want to move forward with this bond, Superintendent
Hayes according to KTREs article Nacogdoches ISD hold recruitment meeting for residents to
help improve campus buildings. We believe it ought to be in November 2015, but we want to
hear from the community because the main thing we have to know is how to proceed."
The Nacogdoches community was invited to hear the Facilities Steering Committees
proposal Committee to present 2 new school bond proposals at Nacogdoches ISD meeting.
School taxpayers, residents, and neighbors concerned about the current state of the Nacogdoches
ISD facilities are gathered with the goal that the members will spend the summer touring
campuses to see their conditions first hand and develop a recommendation for a potential school
bond initiative in fall 2015 (Nacogdoches ISD holds recruitment meeting, May 2015).
Juarez 10
Nacogdoches ISD Facilities Steering Committee- Provided by KTRE Staff

2015 Nacogdoches ISD Bond
There was a division between people who voted for and people who voted against the
bond. This division brought on multiplatform campaigns concerning the Nacogdoches ISD 2015
bond. These individuals were teachers, parents, business leaders, and volunteers affiliated with
Nacogdoches ISD. Board members were contacted by individuals to voice their opinion on the
proposed bond inside and out of the regular board meeting and designated workshops. The
division among community members caused a ripple effect in community and business
relationships.
Juarez 11
NISD Waste
NISD Waste created a website, yard signs, car magnets, copies, billboard ads, Facebook page,
twitter account, and newspaper ads/ opinion submissions. Their vision is Better Nacogdoches
schools through better leadership (NISD
Has Wasted Money, NISD Waste). NISD
Waste members do not support the bond
and advocate that the bond fail.
Voters need to hold the district
accountable for the money we've already
committed, states the NISD Waste
website. These members question the
majority of the material discussed at board
meeting and workshops that involve the
support or decisions made concerning the
Nacogdoches ISD 2015 bond proposal.
The majority of the questions and
discussions among these community
members revolved around the tax impact
NISD Waste In the News Screenshot
the bound would have on Nacogdoches
residence is passed. The NISD Waste website had a listing of questions with cited answers from
institutions, respected leaders, and local businesses. For example, How do Nacogdoches ISD's
estimated construction costs stack up against other schools in Texas? Click here for School
Juarez 12
Construction Data, which averaged $154 from

2007-2013 from the Texas Comptroller of
Public Accounts (Follow Your Money, NISD
Waste). NISD Waste also brought in
information from previous bonds to thoroughly
enforce their stance by stating Nacogdoches
ISD mismanaged 2001 Bond Funds and paid
THOUSANDS for a third party audit (Follow
Your Money, NISD Waste). The NISD Waste
members went to the volunteers that served on
the Facilities Steering Committee why the last
bond failed.
NISD Waste is still active on both
Facebook and Twitter. The members post
similar discussions and questions about the
finances and academics involved at
Nacogdoches ISD.
Nac ISD Bond Supporters

Nac ISD Bond Supporters created yard signs, car magnets, copies, Facebook ads, and a
newspaper ad in support of the Nacogdoches ISD 2015 bond. These community members
regularly posted on social media reasons for voters to pass the bond. After the bond failed, these
community members took come things into their own hands by continuing to boost Nacogdoches
ISD on their social media. Heather Olsen Beal created a GoFundMe on August 30, 2015 and
Juarez 13
continued to collect in hopes of donating the remaining profits to Nacogdoches ISD teachers and
staff. This account received 184 shares as of April 10, 2016 with a current balance of $3,705
raised by 26 people in seven months. While Nac ISD Bond Supporters were an acknowledge
group of campaigners during the 2015 bond election, NISD Waste was more prominent and
resourceful. Nac ISD Bond Supporters strengthen their campaign by principals associated with
the warm and fuzzies people get when acknowledging there are students in need of better
facility conditions.
Nac ISD Bond Supporters changed their Facebook page to Supporters of Nacogdoches
ISD. They work on promoting the excellence found in the classrooms of Nacogdoches ISD and
help teachers financially as much as possible by proving assistance with school supplies.
NISD 2015 Bond Supporter Group- GoFundMe screenshot

Juarez 14
STRATEGY
Nacogdoches ISD Administration worked with Nacogdoches ISD Board of Trustees and
local community members to create a strong school bond proposal that focused on alleviating
district campus capacity issues and address poor building conditions.
Develop and pass a bond proposal that alleviates campuses that are over capacity and
resolves poor building conditions, such as rain drainage, unnecessary weather exposure,
and security shortcomings.
Create strong community awareness of district and campus needs for the bond to pass.
Raise community involvement in addressing district and campus needs/issues.
Provide public with accurate and truthful information.
Motivate Nacogdoches registered voters to participate in the Nacogdoches ISD 2015
Bond Election.
EXECUTION
The 2015 proposed bond was not random as stated by previous research results.
Nacogdoches ISD collected information from the Previous Bonds and assembled a Facilities
Steering Committee composed of Nacogdoches community members in order to present
Nacogdoches ISD Board of Trustees with a Bond Proposal that they believe will help
Nacogdoches ISD handle the population growth and maintenance and upkeep of facilities. The
main objective in informing the community was to provide factual financial data, including how
the bond would affect tax rates, said Nacogdoches ISD Communications Coordinator, Jane Doe
(Doe Interview, May 2016).
The Nacogdoches ISD officials reviewed state elections law that went into effect on
September 1, 2015 in order to ensure that the 2015 bond would comply. It was determined that
the new Nacogdoches ISD Communications Coordinator would handle the task of helping the
district abide by the law. According to KTRE, the new elections law is designed to separate
school districts from specific-purpose political committees created to support or oppose a
Juarez 15
measure, primarily school bonds (Nacogdoches ISD officials reviewing procedures, Aug.
2015).
Administration focused on the following public relation principles: truth, transparency,
two-step flow, and one voice. The district worked to provide the public with truthful information
that had been thoroughly fact check by the Finance Department. The Facility Steering
Committee and frequent public board workshops provided community members an opportunity
to be involved in the 2016 bond. Doe said, The Administration always provided phone, email
and location of the Admin office if anyone had question regarding the bond (Doe Interview,
May 2016).
The media has easy access to the Superintendent of Nacogdoches ISD. [The
Superintendent] never failed to make an interview, phone call or respond to a letter, said Doe.
The Communication Department worked directly with the Finance Department,
Maintenance and Administration on promotion of bond information and fact
sheets. Many small community meetings were scheduled, through the
Communication Department, where the director of Finance, Maintenance or
Administration attended and was available to answer questions about the bond
(Doe Interview, May 2016).
The potential tax impact of the 2015 bond raised awareness in the community. Some
believed the added tax debt was worth what the proposed bond offered. Other people believed
the amount of money asked of taxpayers was outrageous and unnecessary. After the
Nacogdoches ISD Board of Trustees approved the setting the bond election date, the community
divided itself. Those for the bond developed a media campaign that focused on the teachers and
students. Parents and local community volunteers managed the campaign by posting stories and
pictures of what the students are going through and the success the teachers are having with the
students. Their aim was to increase awareness of the need for new facilities. The bond
supporters appeal was based on the warm and fuzzies public relations principle. Those against
Juarez 16
the bond hired a company recommended by the Tea Party This professional company was
relentless in their attacks on district employees and sometimes their families. The District did not
hire a similar company, said Doe (Doe Interview, May 2016). These divided groups were
uncontrolled media. Both groups helped raise awareness of the bond election and campus needs.
The Superintendent encouraged all Nacogdoches ISD employees to voice their opinions
and concerns about the proposed bond. The Superintendent stimulated voter turnout by
challenging each campus. The campus with the most employees to vote at the 2015 bond election
earned a small incentive. The votes were anonymous, but the listing of employees who voted
were obtained. The challenge lasted for the duration of early voting.
EVALUATION
Awareness and Involvement
The Nacogdoches ISD 2015 Bond Election increased awareness of Nacogdoches ISD in
the community. Nacogdoches ISD volunteer/parent, Helen Brose, explained her opinion on how
the bond impacted fellow volunteers, I think there was interest from many volunteers to learn
more about the needs of the students, teachers & campuses There was a great influx of
volunteers this year [2016]. There are many community members who are seeking ways to serve
and support the students, teachers and campuses (Brose Interview, May 2016).
Media
Over the course of one week, after the Nacogdoches ISD Board of Trustees approved
setting the election date, uncontrolled media generated over various networks. Bond supporters
and proponents helped raise awareness of Nacogdoches ISD in the community. During the
interview with the Nacogdoches ISD Communications Coordinator, Doe explained:
One positive outcome of the failed bond campaign was the needs of the district
were brought to light. The public is now very aware of the failing buildings in the
Juarez 17
district. The safety and well-being of children is top priority and committee
members were able to see firsthand the condition of some of the district buildings
and see the need of building a new school. Members of the community are now
more involved in being a partner in their childs school. More members of the
community are attending board meetings where they get more information as to
the state of the district (Doe Interview, May 2016).
Nacogdoches Community Social Media Exposure- Provided by KTRE Staff

The amount of uncontrolled media also raised caution and trust issues among the general
public. [The] group against the bond [was] extremely negative and very vocal. Their negative
attacks became very personal and aimed at damaging several people in the districts professional
lives. The negative attacks still continue today, six months after the bond election, said Doe
(Doe Interview, May 2016). There were limited resources of information pertaining to the bond
and each source had an appeal that expressed their stance in the divided community.
Nacogdoches ISD volunteer/ parent said, District resources, new media, social media, word of
mouth, employees. There was a lot of information from few sources, it was difficult to know
Juarez 18
who to trust and what information was accurate (Brose Interview, May 2016). This caution and
concern pulled in local business owners and leaders who invest in some of the campuses. Their
investments go toward the students, such as the purchase of t-shirts, materials for events, school
supplies, and more.
Election
The $43.3 million Nacogdoches ISD 2015 Bond failed. Controlled and uncontrolled
media worked long and hard to present factual data regarding future growth for the district as
well as failing structures students and teachers attend (Nacogdoches ISD Bond Fails, 3
November 2015). According to KTREs article Voters choose against Nacogdoches ISD bond,
the measure failed 2,388 to 1,997 (KTRE, Nov. 2015).
Actions After
After the $43 million bond failed, administrators proposed rezoning and changing grade
alignments to alleviate the capacity issue that remain unresolved. Overcrowded and damaged
facilities are safety concerns and learning handicaps. The proposal dismissed kindergarten
through fifth grade elementary and two middle schools (Nacogdoches ISD looking to, 2
December 2015). This proposal was ranked as least favorable among the community. The grade
alignments will be determined in 2017.
According to KPLC, What [Nacogdoches ISD] propose right now is a pre-K stand
alone, a K through 4, and then a five and six and seven-eight, [Superintendent]. This
reconfiguration was based on teacher recommendation. It will require schools to be repurposed
and Texas Education Association (TEA) to possibly allow improvement required (IR)
campuses to drop their IR title. It is difficult for campuses to retain teachers while being labeled
an IR campus.
Juarez 19
DISCUSSION
Administration focused on the following public relation principles: truth, transparency,
two-step flow, and one voice. Truth and transparency worked hand-in-hand in allowing
Nacogdoches ISD to work toward having a stronger relationship. The Facilities Steering
Committee was designed to help the community better understand where the district stands
financially. This committee allowed for a strong two-step flow between administrators and the
public. Anyone was welcome to join. Few joined after catching word of what current members
were coming up with. When the bond proposal was brought to the Nacogdoches ISD Board of
Trustees, there was a firm one voice stance. I believe this is what won over the majority of the
trustees in order to pass the setting of the 2015 bond election.
Throughout this campaign, uncontrolled media ran rampant throughout the community.
Social media became a huge tool in spreading information to parents and business leaders.
People were identified as a Vote No or Vote Yes person based on their postings and which
pages they followed. The district did its best to correct or reply to any incorrect or outlandish
information pulled from untrustworthy or unfinalized documentation. Uncontrolled media also
included local news channels and newspapers. These media outlets were less quick to pull the
trigger at anyone without proper information from designated personnel or official finalized
documentation.
The amount of uncontrolled media far outweighed the districts controlled media. I feel
the district acknowledged some social media in an unnecessary manner. For example, after and
before the bond failed, the communications department replied to many unfavorable opinions
and statements with a generic announcement that, in my opinion, wasnt warranted.
Juarez 20
DISCUSSION QUESTIONS/ACTIVITIES
1. Does the case give adequate background information about the organization itself?
2. Which audiences were targeted for communication?
3. What are some principles found throughout the case, such as source credibility, nonverbal
and verbal cues, two-way communication, opinion leaders, group influence, selective
exposure, and audience participation?
4. Which major message or messages are communicated in this case?
5. How appropriate and effective were the methods used in the case? Was there a real link
between the cases objectives and evaluation?
6. What were some of the overall strengths and weaknesses of the public relations/
communications program? Explain.
7. What, if anything, would you do differently if you were assigned a public relations
problem like this one?
Juarez 21
WORKS CITED: NOTES/REFERENCES

"The 100 Greatest Education Quotes - Early Childhood Education Zone." Early Childhood
Education Zone The 100 Greatest Education Quotes Comments. N.p., 22 Apr. 2015.
Web. 10 Apr. 2016.
Bryant, Paul. "NISD Tax Rates Considered for Bond Election." Dailysentinel.net. Daily Sentinel,
29 Aug. 2015. Web. 10 Apr. 2016.
"Click Here to Support Nac ISD Bond Support by Heather Olson Beal." GoFundMe.com. N.p.,
n.d. Web. 10 Apr. 2016.
"Following Your Money." NISD Waste. NISD Waste, n.d. Web. 10 Apr. 2016.
INTERVIEW: NACOGDOCHES ISD PARENT/ NACOGDOCHES ISD VOLUNTEER/
NACOGDOCHES LOCAL BUSINESS OWNER HELEN BROSE." E-mail interview.
May 2016.
INTERVIEW: NISD COMMUNICATIONS COORDINATOR JANE DOE. E-mail interview.
May 2016.
Manning, Caroline. "Nacogdoches ISD Delays School Bond Vote until Monday." - KTRE.com.
KTRE, 20 Aug. 2015. Web. 10 Apr. 2016.
McCollum, Donna. "Committee to Present 2 New School Bond Proposals at Nacogdoches ISD
Meeting." Committee to Present 2 New School Bond Proposals at Nacogdoches. KTRE,
10 Aug. 2015. Web. 10 Apr. 2016.
McCollum, Donna. "Nacogdoches ISD Looking to Address Problems in Wake of Failed Bond
Election." Nacogdoches ISD Looking to Address Problems in Wake of Failed Bo.
KPLCTV.com, 2 Dec. 2015. Web. 10 Apr. 2016.
Juarez 22
McCollum, Donna. "Nacogdoches ISD Officials Reviewing Procedures Required by New Law."
Nacogdoches ISD Officials Reviewing Procedures Required by New L. KTRE, 27 Aug.
2015. Web. 10 Apr. 2016.
McCollum, Donna. "Public Uses Social Media to Push Nacogdoches ISD Bond." - KTRE.com.
KTRE, 25 Aug. 2015. Web. 10 Apr. 2016.
McCollum, Donna. "Time Running out for Nacogdoches ISD to Set Bond Election for Districtwide Improvements." Time Running out for Nacogdoches ISD to Set Bond Election for
Di. KTRE, 20 Aug. 2015. Web. 10 Apr. 2016.
"Nacogdoches Independent School District." 2015 Bond in the News -. N.p., n.d. Web. 10 Apr.
2016.
"Nacogdoches Independent School District." 2015 Bond Information -. N.p., n.d. Web. 10 Apr.
2016.
"Nacogdoches Independent School District." 500 Member School -. N.p., n.d. Web. 10 Apr.
2016.
"Nacogdoches Independent School District." 650 Member School -. N.p., n.d. Web. 10 Apr.
2016.
"Nacogdoches Independent School District." District-wide Capital Improvements. N.p., n.d.
Web. 10 Apr. 2016.
"Nacogdoches Independent School District." McMichael Addition -. N.p., n.d. Web. 10 Apr.
2016.
"Nacogdoches Independent School District." Nacogdoches ISD Bond Fails. N.p., 3 Nov. 2015.
Web. 10 Apr. 2016.
Juarez 23
"Nacogdoches Independent School District." Nacogdoches ISD Growth. N.p., n.d. Web. 10 Apr.
2016.
"Nacogdoches Independent School District." Nacogdoches ISD School Board Members Vote to
Set $43.3 Mill... N.p., 26 Aug. 2015. Web. 10 Apr. 2016.
"Nacogdoches Independent School District." Order of Election -. N.p., n.d. Web. 10 Apr. 2016.
"Nacogdoches Independent School District." Previous Bond -. N.p., n.d. Web. 10 Apr. 2016.
"Nacogdoches Independent School District." Spotlight 2015-2016 -. N.p., n.d. Web. 10 Apr.
2016.
Nacogdoches ISD Bond Fails. www.nacisd.org. nacisd.org, 3 November 2015. Web. 5 May
2016.
"Nacogdoches ISD Forming Community Committee to Hopefully Improve Facilities."
Nacogdoches ISD Forming Community Committee to Hopefully Improve. KTRE, 26 May
2015. Web. 10 Apr. 2016.
"Nacogdoches ISD Holds Recruitment Meeting for Residents to Help Improve Campus
Buildings." Wbrc.com. WBRC.com, 28 May 2015. Web. 10 Apr. 2016.
"NISD Has Wasted Money That Could Be Spent in the Classroom and It Is Costing the Future of
Nacogdoches." NISD Waste. NISD Waste, n.d. Web. 10 Apr. 2016.
"Voters Choose against Nacogdoches ISD Bond." - KTRE.com. KTRE Digital Media Staff, 3
Nov. 2015. Web. 10 Apr. 2016.
"Voters Choose against Nacogdoches ISD Bond." - WNEM TV 5. KTRE Digital Media Staff, 3
Nov. 2015. Web. 10 Apr. 2016.
Juarez 24
IMAGES/APPENDICES

Picture of the 650-member school used only as an example.
Architect Rendition of the 500-member school.
Juarez 25
The darker grey areas are the planned McMichael additions.
NISD 2015 Bond Supporter Group- GoFundMe screenshot
Juarez 26
Nacogdoches ISD 2015 Bond Election Banner
Nacogdoches Community Social Media Exposure- Provided by KTRE Staff
Juarez 27
Nacogdoches ISD Facilities Steering Committee- Provided by KTRE Staff
Table 1 Provided by www.nacisd.org

Juarez 28
Juarez 29
Juarez 30
Juarez 31
Figure 2. Actual District Total Enrollment (2007 through 2011) and Projected Low,
Medium, and High District Total Enrollment (2012 through 2025).
Juarez 32
INFORMED CONSENT:
CASE STUDY: Nacogdoches Independent School District 2015 Bond
Amber Juarez/Mims
936-619-2166
ambermims1994@gmail.com
Project Description:

For this project [I] will write up a case study (proper grammar, spelling and punctuation;
consistent style [AP, APA, MLA, etc.]; headings and subheads; no more than 15 pages/3000
words double-spaced; works cited and appendix pages do not count toward page/word
limit) and present it to the class using some kind of visual aid (Powerpoint, Prezi, videos,
other). [I] will upload [my] work to the D2L Dropbox by the beginning of class on
presentation day[ on May 11, 2016].

In theory, some case studies could be done without ever talking to a professional involved,
however, part of this assignment is to get [me] interacting with professional PR
practitioners. [My professor] expect[s] [me] to do so and use [my] interviews with them to
enrich [my] case and enhance its credibility. Failure to get information from at least one
professional will cost [me] a letter grade on [my] final project.

Because this assignment requires interacting with professionals, when contacting them it is
important that [me to] tell them who [I am], mention [I am] a student at SFA writing a case
study, and explain to them the type of information [I] need [I] will also want to make sure
[I] have a list of questions to ask them before [I] actually speak with them. In the past, [my
professor has] found people are more willing to talk when [he] tell[s] them [his] work is for
publication. [I have] intentions of submitting the work to Case Studies in Strategic
Communication or another journal making sure the school district and interviewees are
under different/ anonymous names.

Procedure and Risks:
I would like to record data from the interview, if you are willing, and use the word
document containing the interview questions and your replies to write my materials. I will
keep record of the interview only with your written consent, and will ask that no personal
identifiers be used during the interview, to ensure your anonymity. You may use positions
and titles as they will not be an identifier in the final case study submitted. Please feel free
to say as much or as little as you want. You can decide not to answer any question, or to
stop the interview any time you want. The question and answers will become the property
of project.

If you so choose, the questions and answers will be kept anonymous, without any reference
to your identity, and your identity will be concealed in any reports written from the
interviews.

There are no known risks associated with participation in the study.
Juarez 33

Benefits:
It is hoped that the results of this study will benefit the community through providing greater
insight into the culture and history of our area.
Cost Compensation:
Participation in this study will involve no costs or payments to you.

Confidentiality:

All information collected during the study period will be kept strictly confidential until
such time as you sign a release waiver. No publications or reports from this project will
include identifying information on any participant without your signed permission, and
after your review of the materials. If you agree to join this study, please sign your name on
the following page.
Juarez 34
INFORMED CONSENT FOR INTERVIEWS

I, _____________________________________, agree to be interviewed for the project entitled CASE
STUDY: Nacogdoches Independent School District 2015 Bond, which is being produced by
Amber Juarez/ Mims of Stephen F. Austin State University.

I certify that I have been told of the confidentiality of information collected for this project
and the anonymity of my participation; that I have been given satisfactory answers to my
inquiries concerning project procedures and other matters; and that I have been advised
that I am free to withdraw my consent and to discontinue participation in the project or
activity at any time without prejudice.

I agree to participate in one or more electronically recorded interviews for this project. I
understand that such interviews and related materials will be kept completely anonymous,
and that the results of this study may be published in an academic journal or book.

I agree that any information obtained from this research may be used in any way thought
best for this study.

________________________________________ Date ________________________
Signature of Interviewee

If you cannot obtain satisfactory answers to your questions or have comments or complaints
about your treatment in this study, contact:
T. Phillip Madison, Ph. D.
Assistant Professor at Stephen F. Austin State University
madisontp@sfasu.edu
936-468-1050

Cc: signed copy to interview.
Juarez 35
INTERVIEW: NISD COMMUNICATIONS COORDINATOR

1. What were some strategies and/or approaches made by the communications
department in preparation of the Nacogdoches ISD 2015 Bond Election? Please explain
as thoroughly as possible and explain the research behind the strategies that were
taken. Were there approaches not taken? If so, why werent they?

2. What were some Public Relations principles focused on when informing the community
of the Nacogdoches ISD 2015 Bond?

3. What were the main objectives in informing the community of Nacogdoches ISD 2015
Bond?

4. What were some of the positive outcomes for Nacogdoches ISD after the Nacogdoches
ISD 2015 Bond campaign?

5. What were some of the negative outcomes for Nacogdoches ISD after the Nacogdoches
ISD 2015 Bond campaign?

6. How were relations with the media handled during the Nacogdoches ISD Bond
campaign?

7. What department(s) and/ or department leaders did the communications department
work with when working to promote awareness and inform the community of the
Nacogdoches ISD 2015 Bond Election?

8. What do you feel was the biggest accomplishment of the Nacogdoches ISD 2015 Bond
campaign?

9. What do you feel was the largest downfall or reason behind the failure of the
Nacogdoches ISD 2015 Bond?

Juarez 36
INTERVIEW: NACOGDOCHES ISD PARENT/

NACOGDOCHES ISD VOLUNTEER/
NACOGDOCHES LOCAL BUSINESS OWNER

1. How informed were you about the Nacogdoches ISD 2015 Bond prior to the election
date setting made by the Nacogdoches ISD Board of Trustees?

2. As a volunteer, how do you feel this bond impacted fellow Nacogdoches ISD volunteers?
Did you see a flux in the numbers of volunteers on campuses? Did their morale change?
If so, how?

3. What were your primary sources of information? How well did you trust it/them?

4. Were you actively involved in any campaign material?

5. How may this have impacted you as a parent?

6. How may this have impacted you as a business owner?

7. How may this have impacted you as a volunteer?

8. Any comments or concerns involving the Nacogdoches ISD 2015 Bond failure?
Juarez 37
Final Consent Form

Dear Participant:

This form gives us final authorization to use material from your interview in CASE STUDY:
Nacogdoches Independent School District 2015 Bond. A draft of these materials should have
been presented to you for your review, correction, or modification. You may grant use rights
for this draft as is, or with the modifications you specify, if any. See Conditions at the
bottom of the form

I, _________________________________________________, hereby grant the right to use information
from recordings and or notes taken in interviews of me, to Amber Juarez/Mims of Stephen
F. Austin State University, and as presented to me as a draft copy. I understand that the
interview records will be kept by the interviewer and the project, and that the information
contained in the interviews may be used in materials to be made available to the general
public.

_______ By initialing here, I also agree to be identified by name in the project and related
materials.

_______ By initialing here, I also agree to be identified by photograph in the project and related
materials.

____________________________________________ Date:__________________________
Signature of Interviewee

____________________________________________ Date:__________________________
Signature of Interviewer

The following conditions limit the release of information, as agreed between the interviewer
and the interviewee:

_____ None needed

_____ Material may be released once corrections I specified have been made

_____ Material may be released once it has been edited by a third part (please specify).
Juarez 38

Case Study - Nisd 2015 Bond Election

Enviado por

Dados do documento

Descrição original:

Título original

Direitos autorais

Formatos disponíveis

Compartilhar este documento

Compartilhar ou incorporar documento

Opções de compartilhamento

Você considera este documento útil?

Este conteúdo é inapropriado?

Direitos autorais:

Formatos disponíveis

Case Study - Nisd 2015 Bond Election

Enviado por

Direitos autorais:

Formatos disponíveis

CASE STUDY: NACOGDOCHES INDEPENDENT SCHOOL DISTRICT (TEXAS) 2015

MAY 11, 2016

Communications Coordinator Jane Doe concerning her participation in informing the

Table 1 Provided by www.nacisd.org

Architect Rendition of the 500-member school.

In May 2015, Nacogdoches ISD invited Nacogdoches community members to visit

Nacogdoches ISD Facilities Steering Committee- Provided by KTRE Staff

the bound would have on Nacogdoches

Construction Data, which averaged $154 from

Nac ISD Bond Supporters

NISD 2015 Bond Supporter Group- GoFundMe screenshot

Nacogdoches Community Social Media Exposure- Provided by KTRE Staff

WORKS CITED: NOTES/REFERENCES

Architect Rendition of the 500-member school.

The darker grey areas are the planned McMichael additions.

NISD 2015 Bond Supporter Group- GoFundMe screenshot

Nacogdoches ISD 2015 Bond Election Banner

Nacogdoches Community Social Media Exposure- Provided by KTRE Staff

Nacogdoches ISD Facilities Steering Committee- Provided by KTRE Staff

Table 1 Provided by www.nacisd.org

NISD Waste In the News Screenshot

NISD Waste In the News Screenshot

NISD Waste In the News Screenshot

INFORMED CONSENT FOR INTERVIEWS

CASE STUDY: Nacogdoches Independent School District 2015 Bond

INTERVIEW: NISD COMMUNICATIONS COORDINATOR

CASE STUDY: Nacogdoches Independent School District 2015 Bond

INTERVIEW: NACOGDOCHES ISD PARENT/

CASE STUDY: Nacogdoches Independent School District 2015 Bond

Final Consent Form

Você também pode gostar