Case Study

Pelican Institute

ISSUES + ADVOCACY
Government + Public Policy

Developing a communications strategy for tax reform in Louisiana.

THE CHALLENGE

The Pelican Institute engaged Heart+Mind Strategies to understand how Louisiana voters viewed two proposed constitutional amendments focused on tax reform. With the measures headed to the statewide ballot, Pelican sought a data‑driven campaign strategy that would identify the right audiences, clarify the most persuasive messages, and determine where and how to communicate them. The goal was to ensure that voters clearly understood the benefits of the reforms and felt confident supporting the amendments at the polls.

OUR STRATEGY

We conducted a two‑phase research program combining in‑depth qualitative exploration with robust statewide quantitative analysis. Through our BrightBoard online engagement, we worked with voters over several days to refine language, test message concepts, and observe how perspectives shifted in real time. We then fielded a comprehensive statewide survey among registered voters to quantify support, assess message resonance, and identify priority segments and communication channels. This blended approach delivered the strategic and tactical insights needed to shape an effective, targeted campaign.

IMPACT

Guided by the research, the campaign centered its communications on themes of job growth and individual tax relief—messages that consistently resonated across voter groups. With a clear targeting plan and disciplined message strategy, the Pelican Institute and its partners brought a focused and compelling case to Louisiana voters. Both constitutional amendments passed, advancing the state’s tax reform efforts and validating the power of evidence‑based strategy.