Executing a Campaign to Inform Decision-Makers Ahead of Legislative Meetings

Challenge:

A trade association pursuing a policy change wanted to increase the impact of its meetings with legislators and staffers.

Strategy:

We have run six and seven figure paid campaigns and we can effectively target and run a $500 campaign. With a limited budget, we built a paid digital campaign focused on targeted LinkedIn and Facebook advertising aimed at workforce professionals, local leaders, and state policymakers.

Execution:

• Developed audience segments using job titles and geography to make sure ads were delivered to staffers and legislators ahead of meetings.

• Created compelling ad copy and creative graphics to provide policy information and increase engagement.

• Ran a mix of paid social and programmatic ads to determine the most effective delivery.

Results:

• Achieved above-average engagement rates for the audience segment.

• Communicated with key decision makers before and after meetings to reinforce the importance of the policy proposals.