Unconventional Tactics to Turn Out Disenfranchised Groups
In 2023, we ran a digital slate campaign for the Lancaster County Democratic Party in Lincoln, Nebraska. The primary phase of the campaign was a fairly simple voter turnout effort that targeted Democrats city-wide. The general election phase of our work stratified areas based on the overlap of city council and public school districts. Unique display ad sets for each of these areas were created and targeted to their respective geographic area, ensuring that we only delivered relevant information to our intended audience.
Segmentation for Both Positive and Negative Messaging
The Olathe (KS) School Board consists of 7 seats – all elected by the totality of voters in Olathe. In 2021, 3 of the 7 seats were up. Our candidate, Julie Steele, ran in the open seat race. If all three seats were won by Republican/conservatives, the School Board would switch to Republican/conservative control. By the last month of the campaign, it was clear that Julie Steele was the only candidate left who could thwart a conservative takeover of the board.
Democracy Hanging in the Balance
Doug La Follette had been the elected Wisconsin Secretary of State since 1974. With the La Follette name being legendary in Wisconsin and Secretary of State being a relatively low information office, La Follette hadn’t had to run a serious campaign throughout his time in office. But after the Donald Trump-led voter fraud claims in the 2020 Presidential, the Secretary of State position was suddenly no longer a sleepy down-ballot position that could be won on a famous name alone.

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