Annandale Public Schools + RSI
Turning Setbacks into Success
Operating Levy Referendum
Background
Annandale Public Schools serves a rural Minnesota community and has long been known for strong academic programs, a committed staff and deep community support. Like many districts, Annandale has faced years of state funding that has not kept up with inflation. As a result, the district receives less revenue per pupil than most Minnesota districts, ranking 306th out of 328.
Challenge
After two years of deep budget reductions totaling $3.6 million — including the elimination of roughly 40 staff positions — Annandale faced a critical inflection point. A failed operating levy attempt in 2024 forced an additional $1.2 million in cuts, resulting in larger class sizes, reduced student services and new activity fees.
Compounding the financial pressure was a growing culture of "no" among voters. Repeated failed referendums that spanned both bond and operating levy attempts began to demoralize supporters. At the same time, this emboldened opposition voices who argued the schools were performing well enough and didn't need additional investment. Reversing that momentum required not just a funding case, but a community reset.
Our Role
Rapp Strategies developed a comprehensive strategic communications and engagement plan designed to reverse a deepening “vote no” sentiment and reposition Annandale Public Schools as the authoritative voice on the true condition of their schools. Our strategy was built on three pillars: clearly demonstrating financial need, showcasing the value and benefits of the investment and mobilizing supporters while neutralizing the credibility and momentum of the opposition.
To establish the district as the subject matter expert and make the case for investment, we:
Built a full communications framework grounded in financial transparency and student impact, directly countering the opposition narrative that the schools were fine and didn't need further investment
Developed a new referendum brand and launched CardinalExcellence.org, a dedicated microsite serving as the central hub for levy information and a credible, always-on resource for voters
Produced a fact sheet, teacher talking points, an 11x17 mailer and ongoing social media content to reach voters across multiple channels throughout the campaign
To mobilize supporters and engage the broader community, we:
Guided the superintendent and board members in traveling to every township and meeting with government, civic and business organizations to build understanding and activate advocates
Developed an op-ed template for the superintendent and supported local press outreach to reinforce the district's voice throughout the campaign
Results
After years of failed referendums, Annandale Public Schools achieved a landmark victory on November 4, 2025 — decisively passing an operating levy that had eluded the district through multiple attempts. The win was more than a financial milestone; it was a community mandate to reinvest in students, restore stability and reverse the cuts that had been steadily eroding the quality of education in Annandale's schools. With new funding secured, the district can now make the improvements and upgrades needed to support student success for years to come.
Key outcomes included:
Voters approved the operating levy by 520 votes — a 56.3% majority
The $750 per-pupil levy will generate $1.4 million annually over the next 10 years
The win secured funding to maintain current staff levels, preserve programs and begin rebuilding the district's fund balance
The campaign successfully shifted community narrative, overcoming entrenched opposition and re-energizing supporters
The approval marked a fundamental reset in the relationship between the district and its community. After years of setbacks that had normalized voting "no," Annandale voters chose to vote yes, reinvesting in their schools and the students who depend on them.
