Many agencies focus heavily on communications during a ballot measure campaign period; however, the most successful measures are often the result of years of trust-building and public engagement before a measure is ever placed before voters. Using Moreno Valley's Measure U effort as a case study, this session would examine how cities can build community understanding around service needs, fiscal realities, and organizational priorities through strategic communications and engagement.  Learn how to lead up through management channels and throughout the community as you proactively cultivate public trust, resulting in more informed communities and stronger civic engagement.