In a tense and divisive political climate, Versatility Creative Group was tasked with getting a key issue on the 2022 ballot, and implementing a campaign to pass a tax that supports the parks, trails, open spaces and historical preservation of Douglas County, Colorado.
– Collect Signatures Electronically
– Get the Issue on the 2022 Ballot
– Create a Full Digital and Print Campaign
– Influence a “Yes” Vote in the November 8th Election
– Digital Advertising
– Starting from Scratch
– Accelerated Timeframe
– Getting County Commissioner Approval
– Pushback from Constituents Who are Concerned About County Spending
– Messaging that focuses on no “new” taxes
– Multi-faceted communication plan and content calendar
– Repeated exposure through search, display and video advertising
– Reaching a wider demographic through social media platforms
– Emotion-evoking video
– Focus on visually stunning content
HOW DID WE DO IT?
After reaching 164,679 people through digital marketing (and thousands more through billboards and other signage), the residents of Douglas County voted overwhelmingly (87.6%) voted yes on Ballot Issue 1A. It was one of the largest margins of victory for any issue in the state of Colorado.
Our award-winning Graphic Design team went to work right away, creating a brand guide, logo, color scheme, and a look and feel that focused on the natural beauty of Douglas County. Our graphic design collateral included yard signs, road signs, flyers, billboards, leave-behinds, and more!
To ensure our campaign was able to convey our messaging most effectively, a key objective was to create and film several videos on location around Douglas County. Reminding residents of the stunning visual beauty of the county was vital to reiterate to them how important their way of life is, and to not take it for granted by getting out to vote! These videos were used in digital ads (YouTube, Google Network) as well as social media.
As the campaign gained momentum, it was important to highlight that, especially every time we received an endorsement from a major entity in Douglas County. Overall, 38.032 people were reached through social media marketing, which included custom graphics, videos and other campaign messaging.
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