We Provide Strategies
Case Study: Absent But Counted - Navigating Voter Engagement Amidst the COVID-19 Pandemic
Client: Montgomery County Circuit Clerk
Campaign: Absent But Counted
The COVID-19 pandemic posed unprecedented challenges for engaging and educating voters in the Montgomery County Circuit Clerk's jurisdiction. With safety concerns and restrictions on traditional outreach methods, CBG Strategies embarked on a mission to develop a comprehensive campaign named "Absent But Counted." The primary goal was to ensure that Montgomery County voters were well-informed about the absentee ballot process, from application to tracking, enabling them to participate in the electoral process safely and confidently.
CBG Strategies employed a multifaceted strategy to maximize engagement and information dissemination:
1. Direct Mail: Over 120,000 targeted direct mail pieces were distributed to households across Montgomery County. These mailers provided succinct instructions and highlighted key steps of the absentee ballot process.
2. Social Media: CBG harnessed the power of social media platforms to engage with voters. Regular posts shared informational content, infographics, and video clips, fostering direct interaction and answering voters' questions.
3. Media Production: The campaign featured an animated whiteboard explainer video. This step-by-step video guided viewers through the absentee voting process, simplifying complex steps and increasing understanding.
4. Media Placement: CBG's strategic media placement ensured campaign materials reached the widest audience. Targeted digital ads and traditional media outlets amplified the campaign's reach.Results:
The "Absent But Counted" campaign yielded substantial results, demonstrating the efficacy of CBG's comprehensive approach:
- Absence Voting Surge: As a direct outcome of the campaign, absentee voting in Montgomery County experienced an impressive 400% increase, surpassing the state's overall increase of 278%.
- Direct Mail Impact: Over 120,000 direct mailers contributed to the campaign's success, directly engaging a significant portion of the local population.
- Digital Reach: Digital ad placements resulted in a noteworthy 284,000 impressions, exposing a wide digital audience to the campaign's message and resources.
- Social Media Engagement: The campaign generated over 20,000 impressions on social media, sparking conversations and facilitating direct communication with voters.
CBG Strategies effectively tackled the challenges of the COVID-19 pandemic through the "Absent But Counted" campaign, executed on behalf of the Montgomery County Circuit Clerk. By integrating direct mail, social media, media production including an animated explainer video, and strategic media placement, the campaign educated and empowered Montgomery County voters to confidently navigate the absentee voting process. The remarkable increase in absentee voting by 400%, outpacing the state's average, demonstrates the campaign's impact. This case study underscores CBG's expertise in devising comprehensive voter engagement solutions, even during extraordinary circumstances, resulting in tangible outcomes and strengthened voter participation.
Case Study: Empowering Education Equity - Amendment 382 for Montgomery County Public Schools
Client: Progress PAC
Campaign: Transforming Schools through Amendment 382
Montgomery County's Public Schools, predominantly attended by black and brown students, had endured chronic underfunding, dilapidated facilities, and outdated equipment for decades. The task was to garner support for Amendment 382, a property tax referendum aimed at revitalizing these schools. A challenge arose from misinformation campaigns that aimed to dissuade renters from supporting the initiative, claiming it would double their rents.
CBG designed a multifaceted strategy that relied on data-driven insights to tackle misinformation and engage voters:
1. Polling Data Utilization: Data-driven analysis of polling data revealed key voter concerns and aspirations, enabling us to tailor our messaging and approach effectively.
2. Voter Engagement and Education: Direct mailers were meticulously crafted to inform voters about the dire state of the schools and the potential benefits of Amendment 382. The campaign stressed the importance of equitable education for all students, irrespective of their background.
3. Media Production and Placement: To counter misinformation, a series of media productions, including videos, infographics, and explainer animations, were created to clarify the referendum's impact and dispel false claims. Media placements were strategically planned across both traditional and digital platforms.
4. Digital Ad Campaign: Leveraging targeted digital ads, we reached a wide range of voters to educate them on the significance of the referendum and address misinformation head-on.
The campaign's comprehensive strategy produced transformative results:
- Educational Transformation: Amendment 382 secured a resounding 62% of the vote, illustrating voters' recognition of the dire need for improved schools and their commitment to providing quality education for all students.
- Substantial Funding: The passing of the referendum resulted in an impressive $33 million annually in additional funding for Montgomery County's inner-city schools, paving the way for critical infrastructure upgrades and improved learning environments.
- Counteracting Misinformation: The misinformation campaign's impact was mitigated as the data-driven messaging and clear communication efforts effectively countered false claims, preventing renters from being misled.
- Empowered Communities: By championing equitable education, the campaign empowered underrepresented communities, demonstrating the potential of collective action to bring about positive change.
CBG's involvement in passing Amendment 382 stands as a testament to the transformative power of strategic engagement and data-driven communication. By leveraging voter insights, employing a comprehensive strategy encompassing direct mail, media production and placement, and a digital ad campaign, the campaign successfully rallied support for the referendum. The passage of the amendment not only secured critical funding but also exemplified the impact of informed and empowered civic participation in addressing long-standing disparities in education.
Client: Alabama Department of Health
Campaign: Empowering Minority Communities through the Protect Alabama Initiative
Challenge: The Protect Alabama campaign, led by the Alabama Department of Health, aimed to educate the state's diverse population about the safety and efficacy of the COVID-19 vaccine. CBG Strategies was entrusted with spearheading the crucial task of minority engagement, targeting a significant 32% of the population. This was especially vital due to the historical distrust of the medical community within minority communities, coupled with existing healthcare disparities that rendered them particularly vulnerable to the pandemic.
CBG Strategies orchestrated a comprehensive strategy, recognizing the importance of tailored messaging, community involvement, and localized engagement:
1. Localized Content and Messaging: Recognizing the need for culturally sensitive communication, CBG developed content that resonated with individual communities, acknowledging their unique values and concerns.
2. Direct Mail: Direct mailers featuring local leaders and medical influencers were sent to bolster trust and credibility. These mailers acted as personalized endorsements of the vaccine's safety and benefits.
3. Digital Media Placement: A strategic digital media campaign was launched, leveraging social media platforms to reach targeted demographics and dispel vaccine-related misinformation.
4. Community-Based Coalition: CBG built a coalition involving the Alabama Nursing Association, fraternity and sorority organizations, local community groups, and the faith community. This diverse coalition united resources, voices, and influence in spreading accurate information.
5. Door-to-Door Canvassing: Over 50,000 doors were canvassed, allowing community members to engage directly, ask questions, and receive accurate information.
6. Student Engagement: CBG partnered with 5 universities and over 250 high school students to amplify the campaign's reach and engage with younger demographics.
CBG's holistic approach resulted in a transformative impact:
- Direct Mail Success: Over 1 million mailers were sent, featuring local influencers and leaders, establishing credibility and encouraging vaccine uptake.
- Digital Reach: The digital media campaign garnered an impressive 2.2 million impressions, actively combating misinformation and fostering informed decision-making.
- Community Engagement: With over 50,000 doors canvassed, a robust community presence was established, building trust and addressing concerns at the grassroots level.
- Coalition Building: The community-based coalition amplified the campaign's voice, providing an effective platform for disseminating information and fostering dialogue.
- Youth Involvement: Partnering with universities and high school students introduced vaccine awareness to younger generations, enhancing the campaign's longevity.
- Health Equity Achieved: At the end of the 6-month campaign, an astounding 67% of minorities adopted the vaccine, a remarkable increase from the initial poll where only 33% expressed willingness to consider taking the vaccine. This shift underscores the transformative impact of CBG's strategies in building trust and fostering informed decision-making within minority communities.
The Protect Alabama campaign, led by the Alabama Department of Health and powered by CBG Strategies, stands as a testament to the potential of strategic engagement in overcoming historical distrust and promoting equitable health outcomes. By tailoring messaging, deploying direct mail, utilizing digital media, building community-based coalitions, and involving students, the campaign achieved remarkable engagement and ensured that vulnerable minority communities received accurate information, thus contributing to the broader goal of combating COVID-19 and fostering health equity.