Holland Aquatic Center Millage I&E Campaign

After years of growth at Holland Aquatic Center, simultaneous use by competitive programming and public access to their pools was becoming a capacity problem. Expansion would require financial partnership with the community through a millage.

The Story

After getting a millage added to the ballot, HAC needed to engage the public in an information and education campaign to ensure voters could make an informed decision. They reached out to Boileau & Co. to connect with community opinion leaders and decision makers. Together, we established the Aquatic Center’s value and built a vision for the renovation and expansion project.

Deliverables Overview

Campaign branding
Research and message development
Campaign microsite design
Collateral and presentation support

How We Worked Together

Our first step was to provide them with a unified campaign message and strategy to create understanding at an institutional level with leaders across the community. We surveyed community members and stakeholders connected to HAC. The survey measured their support for the millage, familiarity with the aquatic center, and likelihood of voting in the upcoming election.

Using insights from the survey and stakeholder meetings, we developed key campaign messages. We also collaborated with a political campaign consultant on specific voter outreach experience.

We also assisted HCAC with scheduling a series of informational community meetings. Groups included the West Michigan Chamber of Commerce, Lakeshore Advantage, HASP, and local media.

The vote passed with broad community support at all levels and 62% voting in its favor.

Consistent messaging

United under the banner of “every age, every family, every day,” the campaign was clear in its purpose of expanding community access. In addition, messaging also stressed on the balance of HAC’s three service pillars: instruction, wellness and competition/schools.

Making a home base

The way folks vote has evolved a lot over the past two decades, and the pandemic accelerated the adoption of absentee voting. Some voters are as likely to fill out their ballot at the kitchen table with a coffee in hand as they are at the polls. To ensure voters are informed in their search, a microsite for and I&E campaign is a must.