With a candidate facing a tough political environment and anti-incumbent sentiment, we leveraged our market research partners at American Strategies to inform our messaging and lock into voter sentiment. The result was selected winner of the 2019 Reed Award for Best Mail Piece for a State Legislative Candidate and won the silver 2019 Summit Creative Award for Political Marketing (Mail).
Facing very low support for a misunderstood proposed state constitutional amendment, we leveraged our premier polling partner, American Strategies, a highly specific digital targeting strategy, and timely messaging to engage a precise audience of likely voters. The result was selected winner of the 2019 Reed Award for Best Use of Online Targeting in a Statewide Campaign (Non-Federal).
Sustainable growth in the nation’s fastest-growing region was threatened when funding for infrastructure upgrades couldn’t keep pace with demand for new housing developments. We set out to generate local awareness of the need to leverage ballot initiatives to pay for critical infrastructure projects to keep the economy of Ada County, Idaho, booming. The result was a multichannel campaign that featured a web video that won the bronze 2019 Summit Creative Award in the TV/Video|Radio/Audio category and was selected by Campaigns & Elections as a finalist for the 2019 Reed Award.
Beaufort County, South Carolina, was facing crumbling infrastructure, heavy seasonal traffic to and from Hilton Head Island, and a funding challenge. We leveraged our polling and market research partner, American Strategies, to conduct extensive polling of likely voters so that we could formulate our targeting and messaging methodology, and then we engaged audiences in an outreach campaign leveraging direct mail and radio ads to secure a win for our client. The campaign won the silver 2019 Summit Creative Award for Public Service Campaign, and our radio ad was a 2019 Reed Award finalist for “Best Radio Ad for Public Affairs/Issue Advocacy Campaign or Ballot Initiative.”
A bond issue for flood control projects was on the ballot for Harris County Flood Control District voters in Harris County, Texas, on August 25, 2018. Facing a lack of issue awareness and other unique challenges that frequently come with a special election, our objective was to leverage a direct mail strategy to engage and educate voters. The result won the bronze 2019 Summit Creative Award for Political Marketing (Mail) and was selected by Campaigns & Elections as a finalist for the 2019 Reed Award in the category “Best Mail Piece for a Special Election Campaign.”
Our engagement solutions team worked closely with in-house data experts to develop two different models to score the potential mail target audience. We then tested the two different segments of custom built audiences using tear-off mailer. At the end of the test, we were able to track which segment performed better, which informed the campaign’s overall approach to issue advocacy outreach.
Working in lockstep with our market research partners at American Strategies, our team utilized a wide-range of engagement tactics to educate, persuade and mobilize likely ballot initiative supporters through an omni-channel communications approach.
For statewide legislation that sought to reduce property taxes, we leveraged our best-in-class database of voter records through our proprietary 1:1 digital targeting program. This one-to-one matching ensures our clients’ ads reach political audiences directly, and in a way that maximizes the effectiveness of online advertising. Our tests show that when comparing traditional digital targeting and 1:1 digital ad targeting, we see an increase of over 400% (on average) improvement on campaign ROI.
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