ESEA’s campaign for the right to represent the bargaining unit, which was being challenged by the Teamsters, succeeded using an integrated communications plan that included this direct mail piece and flyer. Research showed that school bus drivers who were ESEA members had lower turnover and were more likely to live in the community. The messaging was designed to encourage school bus drivers to identify as educators first and drivers second. ESEA won the election with a supermajority.
