Sector: Government / Public Education / Community Engagement

Role: Campaign Manager and Senior Strategist

The Challenge

Montgomery had gone years without meaningful investment in public school infrastructure. Families were navigating aging facilities, outdated resources, and persistent equity concerns. At the same time, school tax measures are notoriously difficult to pass in Alabama, where voter skepticism, misinformation, and distrust of institutions often create a steep uphill climb.

This campaign required more than a good message. It required disciplined strategy, broad coalition support, strong community engagement, and a communications operation capable of breaking through organized opposition.

The Approach

As Campaign Manager and Senior Strategist, PRC Impact led the campaign's strategy, operations, and public-facing communications during a highly challenging COVID-era political environment.

Key responsibilities included:

• Leading overall campaign strategy and day-to-day management

• Building and coordinating a cross-sector coalition of civic, education, faith, and community stakeholders

• Developing clear voter-facing messaging around school investment, community impact, and long-term public value

• Leading stakeholder engagement to strengthen trust, identify message resonance, and mobilize support

• Managing a six-figure paid media and voter communications effort across television, radio, digital, and direct mail

• Overseeing a robust mail program designed to reinforce messaging and educate voters

• Maintaining message discipline across campaign communications, partners, and public outreach

• Responding to an organized opposition effort in a high-stakes environment where similar measures have often failed

The Outcome

The measure passed, securing $500 million over 25 years for Montgomery Public Schools.

The campaign marked a major long-term investment in public education and demonstrated that even in a state where school funding measures often struggle, a disciplined strategy paired with broad coalition support and effective voter communication can move a high-stakes initiative across the finish line.

Continued Advisory Role

PRC Impact later also provided advisory support related to the broader funding landscape for Montgomery Public Schools, including guidance on subsequent renewal efforts.

Why It Matters

This case study reflects PRC Impact's ability to lead complex public campaigns that require strategy, communications, coalition-building, and trust-based community engagement. It also shows the firm's strength in helping public-facing institutions navigate politically difficult environments and advance important initiatives.