Tax messages should be about value. Always.

I once had a Board of Education member ask me if our company had “ever worked with a district where the patrons thought they paid too little in taxes.”

The answer, of course, was a polite “no.”

But, our research has shown a steady message over the last 18 years that it’s less about the actual tax figure than it is about what the patron is getting for his or her investment in your district.

Branding studies constantly affirm that consumers will pay more for brands that they believe are better. So, what have you done (or said) recently to reinforce to your patrons that their investment in your school district is a good value?