Turnout in the 2016 presidential election reached 60%. Experts predict turnout for the upcoming 2020 presidential election could reach 67%. If that many American voters cast ballots, it would be the highest turnout in a century.
We saw a similar uptick in turnout in the 2018 midterms, which accounted for the highest turnout in an off-year election in more than 100 years.
“Historically, conventional wisdom says higher turnout during presidential cycles disproportionally harms Republican candidates. The reality is, proper planning and focused execution can turn a perceived weakness into a foundational strength.”
– Brett T. Buerck, CEO, Majority Strategies
Ahead of this predicted “hundred-year storm,” data and targeting are arguably more important than ever before as campaigns from the top to the bottom of the ballot search for the silver linings of in-the-bank and persuadable voters.
- Who is turning out?
- What is their motivation?
- Who is tempted to stay home who you need to turnout?
- Who is turning out for the top of the ticket who you need to persuade to vote for you, too?
- How do you break through the clutter and persuade undecided voters?
The variables go on and on, but the point is the same.
You may have a great message, but if it’s not the right message or is delivered to the wrong people, it is like a tree falling in the woods …
If a message hits any one of the various mediums and the right people aren’t there to hear it, does it make an impact?
This spring, teenagers across the nation went to elaborate lengths to ask their classmates to prom. One young man’s “promposal” turned viral – for all the wrong reasons. This young man had a great message. He had a plan and a delivery method. But …
He missed his target. He went to the wrong house and asked the wrong girl.
You don’t want to ask the wrong voters to turnout. You don’t want to ask the wrong voters to support you. You need the right message to the right people on the right medium at the right time.
It begins with data.
Step 1: Data
At Majority Strategies, we start with proprietary data and analytical insights to target a specific audience. Our data combines location-based data and numerous 1st and 3rd party proprietary and commercial data sources with predictive modeling.
“No two districts or races are the same. Looking ahead to 2020, where Republicans up and down the ballot face the possibility of record high turnout, it will be essential to utilize data to outline your campaign’s pathway to 51% of expected turnout. This will enable you to know exactly the number of mid/low propensity, conservative voters you need to turnout and the size of your target persuasion audience. This pathway should then be the guiding force for every dollar the campaign spends on voter contact efforts.”
– Ashley O’Rourke, Director of Analytics and Audience Insights, Majority Strategies
Step 2: Creative
We pair that targeting with emotionally impactful content and a memorable message that meets the goal, whether that be creating awareness of you and your campaign, driving persuasion, or spurring activation and turnout.
Step 3: Delivery
We know people consume information in different ways and allowing one medium to dominate your message delivery would be missing opportunity after opportunity to engage voters. Instead, an omni-channel approach that is driven by data and medium agnostic will ensure your campaign is embracing the realities of modern communication.
For more information on our data solution and data-driven messaging, contact our team of national and state strategists today.