SCOPAC’s

School Board Slate Campaign 

Exhibit Reflection:

This campaign shows how narrative, identity, and strategy, when aligned, can not only win elections, but shape the direction of a community’s future.

  • Client: Strengthening Central Oregon PAC (SCOPAC)
    Candidates: Carrie McPherson Douglass, Janet Sarai Llerandi, Marcus LeGrand, Shirley Olson

    Project Scope: Brand development, campaign visuals, public relations, and communications strategy for a full slate of school board candidates

    Goal:

    • Promote and elect a full slate of community-centered school board candidates

    • Differentiate candidates through authentic storytelling and strong visual identity

    • Navigate a highly politicized and high-stakes local election environment

    Stakes:
    Although school board races are traditionally nonpartisan, this election cycle was deeply polarized, with competing PACs and increased media attention. The outcome would directly shape education policy, equity, and student experience across the Bend-La Pine school district.

  • As lead strategist and creative director through Honeybeast Digital, I developed the visual identities and communications strategy for key candidates while supporting a unified narrative across the full SCOPAC slate.

    This campaign required balancing individual candidate authenticity with collective messaging strength—ensuring each voice was distinct, while reinforcing a shared vision for education and community progress.

    Key elements of the approach included:

    • Narrative & Cultural Storytelling:
      Centered identity and lived experience, particularly for candidates like Janet, highlighting Native and Mexican heritage as strengths in leadership

    • Integrated Campaign Strategy:
      Combined traditional media, public relations, and digital outreach to maximize visibility and voter engagement

    • Thought Leadership & Advocacy:
      Authored and placed an op-ed (“Dear Central Oregon”) to shape public discourse and emphasize the stakes of the election

    • Media & Event Activation:
      Co-hosted a live online election event featuring updates, interviews, and community voices to drive engagement and transparency

    • Brand & Visual Cohesion:
      Designed campaign assets that elevated professionalism, clarity, and emotional connection across all candidates

    The guiding principle was:
    How do we help voters not just choose candidates, but believe in a shared future for their community?

    • Successful election of the full SCOPAC-backed slate of candidates

    • Strong voter margins across all races, including near 70% support in key contests

    • Elevated visibility and engagement in a highly competitive election cycle

    • Positioned candidates as credible, community-centered leaders

    • Demonstrated the power of integrated storytelling and strategic communications in local elections

 Artifacts (Visuals & Media)

Artifact I: Campaign Branding

Artifact II: Campaign Video

Artifact III: Dear Central Oregon