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WATSONVILLE - Supporters of Measure L are using different tactics for marketing.
"This is going to have a huge impact to our community over the next 20 or 30 years," said Brett McFadden, chief business officer of the Pajaro Valley Unified School District.
That's why he hasn't wasted any time getting the word out about Measure L.
If approved, it would bring $150 million to make improvements to the 34 schools in the district.
Traditionally, political experts said school measures pass when it involves saving teachers, but not always for school repairs.
In June, three school bond measures were successful in Santa Cruz and Scotts Valley schools focused on keeping teachers, saving class sizes, and extracurricular programs.
Proponents of Scotts Valley's Measure K took a completely different tactic than in years passed when similar measures failed -- things like a marketing campaign on Facebook and door-to-door outreach.
It's something supporters of Measure L have been doing over the last 18 months -- signs on almost every street corner and at least 100 meetings with the community in different areas of the district.
"You run a grassroots campaign," McFadden said. "This campaign is calling people. They're walking neighborhoods. They're sending out information. There's websites available."
He said he hopes by continuing with a broad communication plan it gets the message across.
