By Rick Wright

Staff Writer

A volunteer has agreed to donate services to help South Portland market a high school renovation plan to the city’s voters. 

Don Russell, who owns a marketing firm in South Portland, said he agreed to take on the project because he’s a believer in the public school system. 

“It just seemed to me an appropriate and relatively easy thing to do,” Russell said.

South Portland’s Secondary Schools Facilities Committee hopes to put a referendum out to voters in June. The current proposal would cost city taxpayers just over $40 million, but the committee hopes to pare the final price tag to “something in the high 30s,” according to Chairman Steve Bailey.

In 2007, South Portland voters by a 3-to-1 margin defeated a $56 million plan to upgrade the high school. The new proposal is more than 29,000 square feet smaller than the plan voters rejected three years ago.

Russell said Superintendent Suzanne Godin asked for his assistance after a committee member recommended his firm.

“She asked me if I would be willing on a pro bono basis to help craft some communication messages and educate the community on the proposed plan,” Russell said. 

“It’s as a consultant that I was asked to volunteer,” Russell said. “Hopefully I can provide some advice or recommendations as I would if you were a paying client.”

Russell said he will work on the project for a six-week period from mid-January to the beginning of March.

During that time he will attend three committee meetings and possibly other events that include focus groups and subcommittee meetings.

Russell said he generally charges nonprofits $50 per hour for his time. He estimated the value of his service to the SSFC to be about $1,500.

 “Mr. Russell has indicated he will help the committee identify the key points regarding the high school renovation project that are necessary so that community members can make an informed decision at referendum time,” Godin said. 

“He also indicated he will be able to give the committee tips on strategies for communicating with the community,” she said.

Russell said the previous referendum may have failed for a variety of reasons: the total price was too high; some line items were seen as excessive; and the majority sensed the city hadn’t explored all other options.

The idea to hire a professional firm to lead the campaign surfaced Jan. 7 during a special meeting of the committee. The school facilities committee created a subcommittee to investigate the effort.

“As Mr. Russell’s firm is a professional marketing firm, we are no longer seeking proposals for a communication firm. We have been working to secure pro bono support and are thrilled that a local community member, with Mr. Russell’s expertise has offered his support,” Godin said.

Another marketing firm provided pro bono work to the district in the mid-1990s when school officials wanted a new auditorium. The company’s services included helping guide the distribution of information to voters, according to Bailey, who also is assistant superintendent of schools. That effort was successful.

A South Portland resident, Russell has nearly 30 years of marketing experience. He has held marketing management jobs at the former Guy Gannett Communications, GM Pollack and Sons Jewelers and Ethos Marketing and Design. He owns BrandME Marketing, located on Ocean Street.

He currently is a member of the South Portland Planning Board. His three-year term expires April 1, and he said he plans to run for city council later this year. 

“He has kids in the system. He’s very involved in the community. He’s a good man,” said Tom Blake, who is also an SSFC member and city councilor.

Rick Wright can be reached at 282-4337, ext. 237 or news@inthesentry.com.