DIGITAL ADS, SMART TEXTING, EMAIL
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.
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!"
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 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.
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.
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.