Nonpartisan voter campaign turns out the vote
For the 2020 presidential election, Kane helped the City of Racine expand their voter education and outreach efforts, ensuring that eligible voters could participate in a safe and timely way and resulting in record voter participation rates.
In September 2020, Kane was engaged by the City of Racine to increase voter participation during the 2020 Presidential election and encourage voting by absentee ballot.
SOLUTION
With the COVID-19 pandemic surging, Kane developed a multi-channel campaign to communicate the options available to City of Racine residents, including typically underserved populations, to cast their votes in a safe, inclusive and secure voting process.
To rally City of Racine citizens to vote and work the polls, Kane developed a visual identity for Racine's voter turnout efforts that helped unify the campaign and kept all messaging consistent across channels and languages.
Kane worked with the City of Racine to create a simple and easy to navigate website to anchor the campaign and provide “one stop” for all Racine voting and poll worker information.
Kane researched, planned and secured a paid media buy and used the corresponding creative assets to relay critical voting information and deadline dates in an easy to understand way. Tactics included :30 TV spots (English and Spanish); :30 Radio spots (English and Spanish); and Outdoor (English and Spanish)
To take advantage of the City of Racine's social following, Kane developed a content strategy, calendar and social posts for communication via the City of Racine's Facebook and Twitter accounts. Social posts were created in English and Spanish to highlight key government deadlines, share logistical information about transportation, early voting location and hours, absentee ballot drop off locations and parking information for those with disabilities.
Kane created a four-part interactive training module to prepare election officials and pollworkers to execute their positions accurately, efficiently and safely on election day. The module included video tutorials, corresponding quizzes and a method to track training completion.
RESULTS
Overall, the purchased media campaign secured more than 1.8 million impressions and drove 12,500+ visitors to the dedicated microsite with an 18% return rate meaning people were coming back to the site for more information. Combined social and digital messaging had nearly 3,000,000 impressions online helping drive voter turnout to support citizens to vote early and drop off their vote at designated drop boxes.
Although final voter turnout numbers are still pending, City of Racine election officials expressed their excitement with the impact the campaign had on voter turnout and poll worker response. Residents on various social channels also commented their appreciation for reaching out to the Spanish-speaking population.
