2023
Midland ISD
Bond
2023 Bond Campaign
Midland ISD
In November 2023, Pfluger helped Midland ISD and the district’s new superintendent pass a historic $1.415 billion bond, the largest in West Texas and the 11th-largest in Texas history, at that time. Despite Midland’s high per capita income, MISD ranked in the bottom 50% of Texas school districts. Since the 1990s, the Midland ISD community had voted down four consecutive attempts to address secondary facility needs—the most recent, in 2019, was defeated by just 26 votes.
So, in 2022, the district engaged Pfluger Architects to help them develop a comprehensive bond plan shaped by district and community input.
Getting the Community on board
Pfluger’s strategy began with forming a bond committee of over 100 community members, including students, and conducting surveys to understand the district’s needs. A successful bond strengthens community trust through effective, transparent, and fact-based communication. Pfluger and Midland ISD educated the community, built trust through a transparent bond process, and maintained the goodwill earned by consistently sharing information on the progress of work going into the bond.
Branding & Messaging
We worked closely with the district’s communications team to craft impactful messaging and prepare for potential hot-button topics from their community. Pfluger then developed a comprehensive communications strategy, which included branded materials, social media guidelines, and a dedicated bond website.
The campaign focused on maintaining consistent messaging while remaining adaptable to opposition. Regular coordination with district staff and strategic planning meetings ensured that every element of the campaign was aligned with the district’s objectives and the community’s expectations.
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Community Engagement
We published articles and provided social media content in both English and Spanish, and also developed TV and radio spots. By increasing stakeholder engagement through a well-coordinated strategy with Pfluger, over half a million dollars were raised from corporations and local supporters, significantly advancing the effort to pass this transformational bond.
