POLITICAL MARKETING
PURPLE STATE POLITICAL CAMPAIGNS
Background
The digital team I built at S360 served as a leading political consultancy, engaged in a series of impactful digital media campaigns across various states, aimed at supporting candidates and initiatives aligned with diverse interests and causes. From advocating for marijuana legalization to championing women's rights and facilitating historic electoral victories, our team demonstrated our expertise in leveraging digital platforms to effect meaningful change over a series of key political races.
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Strategy
Colorado Congressional Candidacy
Partnering with a PAC, our team supported Yadira Caraveo's historic candidacy for Congress in Colorado. A multi-faceted digital effort in both English and Spanish drove significant visibility across the district, culminating in Caraveo's victory as Colorado's first Latina member of Congress.
Alaska Native Community Engagement
S360's digital and fundraising teams played a pivotal role in supporting Mary Peltola's historic election as the first Alaska Native elected to Congress. A targeted digital campaign within the Alaska Native community promoted voter turnout and registration efforts, fostering broader civic engagement.
Arizona Marijuana Legalization
We orchestrated a groundbreaking digital media campaign in support of recreational marijuana legalization in Arizona, achieving the largest affirmative vote in state history. The campaign leveraged persuasive messaging and strategic outreach to educate and mobilize voters, resulting in a historic victory.
Nevada State Senate Campaign
We executed a hyper-targeted digital media campaign in support of Skip Daly's candidacy for State Senator in Nevada's District 13. Through precision targeting and strategic messaging, Skip secured a decisive victory, attaining nearly 60% of the vote.
New Mexico Congressional Support
S360 launched a digital media campaign supporting four congressional candidates aligned with pro-business interests in New Mexico. Through targeted messaging and strategic outreach, the campaign amplified the candidates' platforms and garnered crucial support.
Results
Historic Victories
Across various campaigns and initiatives, S360 achieved historic victories, demonstrating the power of digital media in shaping political outcomes.
Increased Engagement
S360's targeted digital campaigns drove heightened engagement and mobilization, fostering broader support and participation in political processes.
Positive Impact
From advancing policy objectives to facilitating diverse representation, S360's digital media campaigns had a tangible and lasting impact on political landscapes.
PRESCHOOL FOR ALL
Background
Multnomah County, encompassing Portland, faced a critical decision regarding early childhood education. With the aim to extend accessible early education to all 3- and 4-year-olds in the county, Measure 26-214, popularly known as "Preschool for All," emerged as a pivotal initiative. Our marketing team collaborated with the campaigns division to develop and execute a comprehensive digital media campaign to garner voter approval for Measure 26-214, which directed the Department of County Human Services to administer the program.
​Strategy
Research and Polling
Collaborated with the campaigns division to conduct comprehensive research and polling to understand voter sentiments, identify key demographics, and tailor messaging accordingly.
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Strategic Messaging
Developed a compelling narrative emphasizing the long-term benefits of early education, including improved academic outcomes, social development, and economic mobility.
Digital Media Campaign
Deployed a comprehensive digital media strategy, including social media advertising, email marketing, and targeted online content, to engage voters and drive awareness.
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Collaborative Efforts
Worked closely with the Department of County Human Services to align messaging and coordinate outreach efforts with the implementation of the Preschool for All program.
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Continuous Optimization
Monitored campaign performance closely, adjusting tactics and messaging based on real-time data to maximize impact and effectiveness.
Results
Overwhelming Voter Support
Preschool For All was approved by an overwhelming majority of Multonomah County voters, with 64% of the electorate supporting the initiative.
The Successful Campaign Effort Resulted In:
*Increased awareness and understanding of the benefits of early childhood education.
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*Broad-based support from diverse communities within Multonomah County.
*Effective utilization of digital media and community engagement to drive voter turnout and approval.
PAUL PENZONE FOR SHERIFF
Background
Paul Penzone embarked on a challenging campaign to unseat six-term incumbent Joe Arpaio as the next sheriff of Maricopa County. Joe Arpaio was a well known national figure for his inhumane treatment of prisoners and immigrants across the largest county in Arizona accounting for 60% of the total population across the state. Despite facing significant financial and political disadvantages, Paul Penzone relied heavily on digital media to overcome the incumbent's dominance in traditional media channels and his reputation for harsh treatment of inmates.
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Strategy
Digital Focus
Recognizing the need to offset the financial disadvantage, the campaign prioritized digital media as a cost-effective means to reach and persuade voters.
Targeted Messaging
Leveraging sophisticated data analytics, the campaign crafted targeted messages aimed at moderate voters, highlighting issues such as taxpayer money spent on litigation due to Arpaio's actions.
Online Presence
The campaign launched dedicated websites, such as ShamelessJoe.com, to drive voter engagement and disseminate critical information about Arpaio's record.
Hyper-Targeting
Utilizing donor lists, campaign lists, voter lists, and behavioral data, the campaign hyper-targeted ads to specific demographics and geographic areas with the greatest potential for impact.
Share of Voice Takeovers
Negotiating 100% share of voice takeovers on AZCentral during key moments, such as when ballots were sent out and on election day, ensured maximum visibility for Penzone's message.
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Data-Driven Optimization
Analyzing data and performance metrics allowed the campaign to adjust strategies, refine messaging, and scale efforts in areas with the greatest potential for success.
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Results
Historic Victory
Despite the odds, Penzone secured a decisive victory over Arpaio, winning by over 11% in an election year dominated by conservative candidates.
Digital Impact:
The use of digital media enabled Penzone to effectively reach and persuade moderate voters, offsetting Arpaio's financial advantage and media presence while being outspent by over $11 million.
Engagement and Awareness
Dedicated websites and targeted digital campaigns drove voter engagement and awareness of critical issues, contributing to Penzone's electoral success.
