With the turn of the century came a drastic shift in the way in which children receive and learn information. Understanding this shift, Miami Dade County Schools (M-DCPS) Superintendent Alberto Carvalho set out to upgrade the district both externally and internally. In 2012, M-DCPS asked voters to approve a property tax for a $1.2 billion bond that would allow M-DCPS to fix its deteriorating infrastructure and place 21st century state of the art technology in its classrooms. Together with Building for Tomorrow, the bond’s PAC initiative, Balsera Communications launched a social media digital campaign to promote the initiative, conducted Twitter town halls with parents and teachers across the County, placed dozens of ad buys, and generated more than 50 media hits, helping to move the bond’s approval rating move from 63 percent to 74 percent on Election Day.
