In 2020, Riley County proposed a five-year, 0.2% sales tax to fund road and bridge projects through 2027. NBCG stepped in to explain why and where the improvements were needed, and how the tax dollars would be spent.

The Results

When election day arrived, Riley County residents approved the proposal by a vote of 6,272 to 3,128!

Here's what we did:

Print Advertisements

Riley County had several projects in mind for the estimated annual $1.8 million generated by the tax. The resulting public safety and economic development benefits became the focus of two print advertisements, which appeared in the Manhattan Mercury and Riley Countian newspapers.

The Projects

  • Matching funds for a state safety project along Highway 24 at the junctions with Seth Childs Road and Highway 13.
  • Road enhancements along the Marlatt Road corridor on the north end of the K-State Edge Collaboration District.
  • Improvements and infrastructure costs to allow for the expansion of the Manhattan Business Park. 

 

Radio Advertisements

We ran four 30-second commercials a day, Monday through Friday, on all five Manhattan Broadcasting stations. From Oct. 4 through Nov. 1, a total of 420 advertisements were aired. 

Manhattan Mercury Advertisement

Social Media Campaign

We enlisted the help of social media to spread general awareness of the proposal, targeting the area of the county in and near Manhattan. In addition to the benefits outlined in the print ads, we explained that choosing a sales tax increase allowed contribution from an annual 130,000 regional shoppers and more than one million outside visitors. 

A video ad campaign, along with a series of organic and paid posts, ran throughout the month prior to the election. The ads achieved a reach of 67,296 residents and generated 155 visits to the proposal's website, while the posts added another 7,366 residents and 610 site visits. 

Vote Yes Social Media Post