This is a story about how Targeted Persuasion designed a comprehensive grassroots campaign to organize the voices of thousands of citizens and help our client win.
We needed to build a campaign that would connect citizens and other supporters with legislators. Contrary to popular belief, when constituents speak, elected officials listen. Our job is to reach constituents affected by the legislation and amplify their collective voice in a concerted effort.
Messaging is crucial, both to our allies and the elected officials we are trying to convince. The messaging needs to resonate while being creative and eye-catching. For the brunch bill campaign, #FreeTheMimosa was too good to resist – much like a delicious omelet and Bloody Mary at your favorite restaurant on Sunday morning. The hash tag sticks in your head and shows we don’t take ourselves too seriously. It’s fun, friendly and engaging – just like brunch.
It’s going to take more than a catchy hash tag to get your grassroots campaign off and running, however. The logistics and structure that support your campaign are some of the most important aspects of any grassroots effort. You’ll need a landing page where you can direct your audience for more info, along with a petition that’s easy for visitors to sign and share with their friends. What happens after they sign the petition? How will you keep your audience engaged through the duration of the campaign, not just in the two minutes it takes for them to sign? These are all questions any grassroots campaign organizer must ask before launching.
Call To Action
Once you’ve built out an email list, a well-designed email campaign is a great way to keep your stakeholders engaged. Our call to action emails were a key driver for petition signatures. Additionally, we consistently sent email updates throughout the grassroots campaign to keep our subscribers in the loop.
It sounds simple, but knowing how to message a call to action for maximum effect is crucial. Our CTA emails consistently had an unprecedented 40-60% open rate. Most other campaigns get no more than 20%. We even resent emails to subscribers who didn’t open our original emails, giving us an additional 15 to 20%.
This is just one example of how we go the extra mile for our clients.
Physical objects are a great way to connect to your audience and well-designed products are a good conversation starter. For the brunch bill, we helped distribute branded coasters to bars and restaurants to raise awareness among our target demographic.
Launching The Right Way
When you do launch, how will you get your story out in the media? What makes a story attractive to TV, newspapers and blogs, and how do your craft your message to get your side of the story to the forefront? On the brunch bill campaign, we offered one of NC’s largest TV outlets exclusive rights to cover our opening press conference. The extra value that exclusivity offered was too much to resist. While that’s not always the best option, it’s just one of many ways Targeted Persuasion wins coverage for our clients.
A well-written op-ed by the right people can help sway public opinion. We strategically targeted Charlotte and Raleigh – the two largest metro areas in the state – with two opinion pieces in the paper of record in each city. We also utilized our connections in Asheville and had an op-ed published there. We recruited local industry and community leaders to sign their names. Both of these publications have large distribution throughout the state, ensuring more eyes are seeing our client’s perspective from people they can trust.
Stay In The Public Eye
We sent out a press release after Senate vote to help on the House side. More than twenty outlets covered. It’s important to continually get your message out in the media. Amplify your victories so everyone knows!
Continuously Recruit Influencers
We built an influencers list. This list was people or organizations that had substantial networks and would have a dog in the fight. We wanted them to participate because they would win. We ran a test and even got the Greater Fayetteville Chamber of Commerce to put it before their Board and they voted to endorse. The more momentum you build around a campaign, the more opportunities you will have to bring more allies to your side. Don’t settle. Always look to build your coalition.
Media Outlets Provided Exceptional Coverage Helping to Raise Awareness
Here is just a small sample of the coverage we won for our client:
Six times. That’s how much we exceeded the client’s expectations for signatures on the petition. In addition, we targeted influencers to accelerate our timeline. All this in a campaign that lasted slightly over a month. The bill passed by the North Carolina General Assembly and was signed into law by Governor Roy Cooper.
At Targeted Persuasion we strive to always exceed expectations.
Wonder if grassroots advocacy could help you or your clients?