Taking Digital to the Next Level
April 3, 2024
A well-funded digital campaign alone does not always equal success. However, a well-funded digital campaign backed by powerful creative and a clear, persuasive message that saturates the market is a powerful strategic step toward victory.
Case Study: Taking Digital to the Next Level
The Problem
The Woodlands Township is an unincorporated master community and Special Purpose Tax District with an elected Township Board holding limited tax authority.
Repeatedly ranked by multiple groups like Conde Nast as the #1 place to live in America, the community faced a proposal by the Township Board to incorporate – a move that would require a tax hike to establish services like a police department.
The reasons for incorporating included a growing tax base and potential federal dollars available in the wake of storms and pandemics, but other groups opposed the move in large part because of the hefty tax implications.
The Plan
Majority Strategies crafted a plan to educate voters on what incorporation meant long-term (i.e. high taxes) and motivate them to vote against the ballot message.
The Details
A massive digital program, including video, was supplemented with strong printed collateral including a sample ballot used for grassroots efforts.
The Results
The anti-incorporation effort was successful at the ballot box, with record turnout for an odd-year election voting down the measure by nearly 3-to-1 with 68% voting against.
Key Takeaways
A well-funded digital campaign alone does not always equal success. However, a well-funded digital campaign backed by powerful creative and a clear, persuasive message that saturates the market is a powerful strategic step toward victory.