Success Story

Jennifer Pawlik and Steve Weichert

for Arizona State House and Senate (LD17)
Digital Ads, SmartTexting, Email

Overview

Jennifer Pawlik and Steve Weichert ran as a Democratic team in a Republican-held district. Three Tech for Campaigns teams helped Jennifer flip her State House seat. While Steve ultimately didn't win his Senate race, he earned 9% more votes than the Democratic candidate four years ago and built a strong base for 2020.

Background

Jennifer and Steve ran as a team of two Democrats, trying to create balance in a solid Republican district and state. Jennifer is a native Arizonan who graduated from Dobson High School and Northern Arizona University with a degree in Elementary Education. She is certified to teach grades K-8, taught for 17 years, and currently trains new teachers with Spaulding Education. Jennifer ran to increase funding for our public schools and make sure all Arizona kids have a world class education.

Steve is a husband, father and former health care administrator. He started his career in the technology industry before the 2008 recession, going back to school to learn health care administration and then working for a tribal health care provider. Steve ran to restore funding to our K-12 schools, increase access to affordable and quality health care and get rid of corruption and restore trust in the legislature.

Tech Needs

Arizona's Legislative District 17 is divided by Arizona State Route 202, with diverse and lower income constituents north of the highway and wealthier constituents to the south. The TFC teams set out to raise awareness at scale, both of the candidates and their issues, and sought to drive voters to the polls.

"I had a fantastic experience writing copy for Jennifer Pawlik's 2018 Arizona House race. Jennifer and team were great partners in developing and executing our text campaign, and the TFC team worked seamlessly to deliver high-quality results. I was thrilled to see Jennifer win her race, and look forward to volunteering on more projects like this in the future!"

-Melissa Corner, copywriter on Pawlik/Weichert texting project

The Team

Digital Ads Team
Andrew Malzberg
Team Lead
Andrew Malzberg
Manager, Growth Marketing at Facebook
Margarita Zulueta
Graphic Designer
Margarita Zulueta
Production Designer, Wondersauce
Ryan Fowler
Paid Marketer
Ryan Fowler
Senior Digital Associate, Red Ventures
SmartTexting Team
Abbie Kouzmanoff
Team Lead
Abbie Kouzmanoff
Product Manager, Dropbox
Christie Ibaraki
Data Science Engineer
Christie Ibaraki
Data Scientist, Accenture Federal Services
Rachel Katz
Operator
Rachel Katz
Finance and Administration Director, California Pan-Ethnic Health Network
Melissa Corner
Marketer
Melissa Corner
Content Strategist, YouTube
Email Team
Carrie Bischke
Team Lead
Carrie Bischke
Product and Brand Marketing Consultant
Jessica Tyler
Analyst
Jessica Tyler
Junior Data Scientist, HelloFresh
TFC
Marketer
Tina Lau
Email Marketing, New York Road Runners

The Work

All teams worked to gain a deep understanding of the candidates and their top issues. Each team set a digital strategy for their project, and executed specific and measurable tactics that could be optimized over the course of the project.

The Results

Facebook Ads

The ads team leveraged Facebook, Google and YouTube to drive over 5.6M impressions. By rotating fresh creative, targeting, multiple ad types and 2 languages, this team optimized continually throughout the course of the campaign. They found that ads with candidate quotes performed best in the district, and carousels outperformed static ads.

Email Marketing

Starting from a modest program, the email team created and tested 29 different email messages, and delivered more than 21,000 messages to help keep the base engaged, volunteering, and donating. They experienced an 18% average open rate, while the best performing email had a 40% open rate.

Smart Texting

The texting team was a scalable complement to the campaign's field team, reaching more than 23,000 voters over 12 days and testing 17 message variants. The project averaged an 11.3% response rate, sending more than 43,000 individual text messages.