Grassroots
Marketing
South Pasadena is a California community of 27,000 residents that was incorporated in 1888. A careful assessment by independent engineers found that more than 63% of its 69 miles of streets were in need of repair.
Community members concerned about the viability and safety of their streets formed the South Pasadena Save Our Streets (SOS) Committee focused on placing a bond measure on the ballot to raise the funds necessary to fix their streets.
The H.Q. team lent its services to this effort creating a grassroots marketing campaign to help educate the community about the necessity to pass the bond measure to fund the much needed repairs citywide.
The message developed by H.Q. focused on "Repairing streets before they fail protects taxpayers by avoiding far more expensive reconstruction while helping to keep the community safe and connected.” The project included the creation of the campaign branding, website, print advertising, direct mail, door hangers, banners, t-shirts, buttons and digital support.