WBOE approves $20k+ contract for school construction communications consultant

At its regular meeting on March 16, the Woodbridge Board of Education (WBOE) authorized the superintendent to enter into a contract with a communications consultant in connection with a potential referendum on demolishing and rebuilding Beecher Road School.

The motion approved by unanimous vote of the WBOE was to “authorize the superintendent to enter into a contract agreement with Tall Timbers Marketing engaging their services as a communications consultant as recommended by the BRS Infrastructure Upgrade Building Committee.”

A six-page proposal from Tall Timbers Marketing — outlining a strategy to build and “sustain support” for the project — was signed on March 19, 2026.

In response to questions from the Woodbridge Town Chronicle, Superintendent Christopher Montini provided information on March 21. The signed consultant agreement describes a scope of work at a cost of up to $21,680, including mailings, targeted messaging, and pre-referendum outreach. It also outlines a communications strategy designed to “communicate the strengths and advantages of building a new Beecher Road Elementary School” by using targeted messaging.

The agreement calls for newsletters, talking points, media engagement, social media content, and a dedicated website. It further states communications materials must “explain the rationale for building as new” and support the conclusion that doing so represents “the most reasonable cost” solution. This language directs messaging toward advancing a “build new” outcome, rather than presenting a neutral analysis of options.

Officials cite need to counter misinformation

During the March 16 meeting, board members and administrators framed the communications effort as a way to ensure residents receive accurate information ahead of a potential referendum. The question expected to be put before voters is whether to fund a project currently estimated at $108.98 million to tear down the existing school and build a new school on another portion of the same site at 40 Beecher Road.

As the board prepared to vote, WBOE Chairman Steven Lawrence said, "Given both capacity factors as well as wanting to ensure that accurate information is shared so that community members can ultimately make a fully informed decision in a referendum later this year, I certainly am strongly supporting the retention of a communications consultant.”

During discussion board member Erin Williamson also expressed support for hiring a consultant, stating, “I do think that there is a lot of misinformation... We're volunteers. We don't have time to be out in the community constantly sharing information, but also when there's misinformation, kind of countering it."

What the contract shows about messaging

When contract language directs messaging to highlight the advantages of a specific outcome and to “sustain support” for that outcome, it raises a more complex question: where is the line between informing the public and shaping opinion?

The language in the agreement frames communications around reinforcing a specific outcome. Rather than outlining a neutral process for informing the public about multiple options — such as renovation, phased improvements, or new construction — the scope of work focuses on:

• Highlighting the advantages of building a new school  
• Developing messaging to maintain and strengthen support over time  
• Preparing materials aligned with that objective  
• Structuring outreach ahead of a referendum vote  

Taken together, these elements point to a coordinated communications effort designed to shape public perception in favor of a single outcome, rather than to provide balanced, option-neutral information.

Cost and funding

The signed agreement lists a consulting fee of approximately $17,250, along with additional costs for printing, mailing, and postage associated with town-wide outreach — estimated to range from approximately $3,350 to $4,430. Taken together, the total estimated cost ranges from approximately $20,600 to $21,680. Most consulting work is billed at rates of $200 or more per hour.

In his email response to the Woodbridge Town Chronicle, Montini said the contract will be paid through the WBOE’s operating budget, specifically an “Other Professional Services” account that currently has approximately $11,000 available. Montini said the project was not included in the original school budget and will instead be funded from an anticipated cost savings of approximately $60,000 resulting from a decision not to fill a teaching position due to lower than expected kindergarten enrollment. He also said “In the event that a line item transfer becomes necessary, it will be completed at the end of year consistent with the Board’s practice.” 

Montini also stated, “In terms of the working relationship, the consultant will provide guidance to the committee on how best to engage and educate the community regarding the recommended building project as we prepare for a potential referendum.”

Connecticut legal context: information versus advocacy

Under Connecticut law (Sec. 9-369b) public funds may be used to provide factual information to residents about proposed projects, including referenda. However, state guidance draws a clear distinction between informational communications and advocacy.

The Connecticut State Elections Enforcement Commission (SEEC) has issued guidance stating that “public funds may not be used to advocate for or against a referendum question.” SEEC further explains that communications funded with public resources must be “informational rather than persuasive” and should present facts in a balanced manner.

Notably, these restrictions apply most clearly once a referendum has been formally scheduled. In this case, no referendum date has yet been set. However, the Tall Timbers agreement does not define a clear start or end date tied to a specific referendum timeline. Instead, it outlines a sequence of communications activities — including messaging development, outreach, and engagement designed to build support over time — raising questions about whether the planned communications effort is structured as neutral public information or as advocacy for a particular outcome.

WBOE meetings are open to the public and recordings are available to view on the Town’s YouTube channel, WGATV79. Click below to watch the March 16, 2026 meeting.