Elsewhere this issue we have discussed the vital importance of getting your communication tone right during the election cycle and the inevitable disruption to follow. This wasn’t idle speculation on our part either, in the last few months we have worked with many businesses and institutions who are looking to strike the right tone with their marketing outreach, particularly when discussing political issues.
One such campaign was for The League of Women Voters. The League of Women Voters are an actively non-partisan advocacy group, with chapters across the nation, who have the aim of encouraging informed and active participation in government and building better understanding of major public policy issues. For such a group, this year of course is one of great importance to furthering their cause. The Maryland chapter approached us with campaign based around driving people to vote and educating the public on all the key issues surrounding these elections. Their KPIs were focused around visibility (as the creative contains vital voting information) and engagement and clicks. They also had particular regions they wanted to focus on.
We responded to brief with a mixture of highly targeted print formats (to zone in on the geographical areas they were focused on); a registered email campaign and programmatic display.
For print we utilized our regional reach and placed high impact and informative ads in The Aegis and Carroll County Times – ensuring we reached to geographical zones key to the client’s campaign. Creative example below:
The digital element of the campaign is ongoing, but the analytics so far have been very encouraging with open rates on the email campaign at 21% above the industry standard and email CTR at 24% above industry standard. The programmatic display ads have performed even better with a CTR of 110% above industry standard.
This is of course a timely campaign with great creative execution by the client. We were able to use our expertise to not just build impressions but to get the right impressions. Broad reach and high impression numbers are great, but making sure those impressions are coming from the demographics outlined in the client brief are vital for a campaign like this. The high engagement metrics achieved so far suggest that we’re hitting the right people with minimal waste.
Get in touch to find out how we can help your business achieve stand out results like this.