Voters Say YES to Ballot Initiative for Seniors!

In a rural town experiencing population growth above the national average, a pressing issue emerged: the city’s aging population was growing rapidly, and local senior services, particularly the Meals on Wheels program, were struggling. Despite a sharp increase in the senior citizen demographic, the city’s Aging Services program hadn’t seen a budget increase in over 12 years. To address this issue, the city sought taxpayer funding through a ballot initiative to support its aging population

The Challenge: Supporting an Aging Population with Limited Resources

The 2020 pandemic exacerbated the situation, shifting the population dynamics further as more senior citizens moved into the area. However, the funding to support them simply hadn’t kept pace. The Meals on Wheels program, a well-known service crucial to many seniors, was hit especially hard. To secure the needed funding, Aging Services launched a ballot initiative, and their goal was clear: reach voters to ensure they would support the measure on election day

The Strategy: Targeted, Multi-Platform Campaign to Engage Voters

The political consultancy representing the city’s Aging Services program had access to premium voter data, which allowed for a highly targeted and efficient campaign. The strategy combined traditional methods, such as radio, billboards, and direct mail, with cutting-edge digital tactics designed to reach voters where they were most active

Key tactics included:

• Mobile Conquesting Address Targeting: This strategy targeted voters directly in their homes. By using address-based targeting, the campaign was able to serve ads to voters on their mobile devices when they were home—ensuring maximum engagement.
• Mobile Conquesting Address Retargeting: After reaching voters at home, the campaign followed up by retargeting them when they were out and about. This ensured the message stayed top-of-mind, even when voters weren’t at home.
• Cross-Platform Targeting: Recognizing that the average voter age was over 50, the campaign leveraged cross-platform targeting to ensure ads appeared not only on mobile devices but also across desktops and tablets. This helped ensure the widest possible reach across all devices, increasing the frequency of engagement.
• AI Layering: Artificial Intelligence (AI) was used to support the delivery of ads at optimal times, ensuring the messaging was seen frequently enough to drive awareness and action. Display and video creatives reinforced the message, encouraging voters to “VOTE YES FOR SENIORS” come election day.

The Results: A Resounding Success

The results were impressive. The ballot measure passed by an overwhelming margin—nearly 30 points, with 73% of voters voting in favor of the additional funding for the city’s Aging Services program

This victory not only secured the necessary funding for critical senior services like Meals on Wheels but also demonstrated the power of a well-executed digital marketing strategy in driving voter engagement and support

Conclusion: The Power of Precision Targeting in Political Campaigns

In today’s highly competitive political environment, reaching the right voters with the right message is more important than ever. Through Mobile Conquesting Address Targeting, AI-driven digital ads, and cross-platform strategies, this campaign successfully reached the community’s voters—leading to a victory that will help ensure the city’s aging population receives the services they need

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