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Launching a digital-first campaign for school board

Landing page for announcement day.

Landing page for announcement day.

In the last few years, digital has become a crucial component of every campaign for public office. School board is no exception.

When Kathy Goss and her team approached us about launching a digital-first campaign for Salem-Keizer School Board, we just couldn't say no. The challenge was simple but by no means easy: Kathy needed a digital-first campaign ready by the time she announced her campaign in just three days. Working with the amazing team behind Kathy, we were able to accomplish just that.

Step One: Landing Page

After we received the call, we immediately got to work designing a simple landing page. Kathy made her decision to run for school board the Monday before the filing deadline and planned to announce her campaign that Thursday.

Campaign announcements are important events. They often generate press, interest from voters, and search traffic. We knew that failing to capitalize on these would mean lost donations, lost email sign ups, and lost name ID for Kathy. We created a simple, but effective landing page that covered the basic principles behind her campaign and also her supporters a way to sign up and donate.

Step Two: Email

Another important digital campaign tool is email. Specifically, email Another important digital campaign tool is email. Specifically, email marketing. It’s used to keep in touch with supporters, raise money, send press releases, and more. We designed a template in MailChimp that could be deployed for a variety of uses. Later in the campaign, we transitioned to another platform in order to meet the campaign's growing needs.

Email template in MailChimp 

Email template in MailChimp 

One or our top-performing emails.

One or our top-performing emails.

Special endorsement feature available to political candidates on Facebook

Special endorsement feature available to political candidates on Facebook

Step Three: Facebook

Kathy wisely retained her Facebook page after running for State Representative in 2014. Working with her team, we updated that page to reflect her intent to run for school board, taking advantage of new features — such as endorsements — that Facebook has been rolling out specifically for political candidates.

Step Four: Full Website

Homepage for the Kathy Goss website.

Homepage for the Kathy Goss website.

The Goss campaign was happy with the landing page and gave us additional time to build a full website. That wasn't good enough for us. We wanted to ensure Team Goss has a full website ready to go within seven working days of her decision to run. We pushed hard to get it completed and we accomplished this goal.

Meeting Deadlines

Team Kathy is a focused, motivated, and experienced group of staff and supporters. We were lucky to be added to this incredible team. They helped us immensely as prepared Kathy's landing page, email marketing, and updated Facebook page to ensure they were ready to go on announcement day. All of this was accomplished in only three days.

Victory

As a result of the hard work from Kathy and her Team, her financial commitment to running a high-quality, digital campaign, Team Goss received happy news on election night. Kathy Goss emerged the winner in a crowded field of candidates. She was even outspent by one of her three opponents. We are honored to have been a part of Team Goss.

Takeaway

We didn't ignore traditional forms of campaigning. We built a coalition, knocked on doors, made phone calls, put up signs, and mailed voters. At the end of the day, Kathy's high-quality, digital-first campaign set her apart.

 

Do you want a quality, digital-first campaign?