Jennifer Carroll Foy
content strategy
Digital outreachBuilding a Rising Star's Leadership Online
THE BEGINNINGS18 months after helping to bring the 2017 blue wave to Virginia, FOGLAMP began working with Delegate Carroll Foy ahead of her re-election campaign.
Del. Carroll Foy had recently launched a leadership PAC to support candidates traditionally left out of the political process — women, Millennials, and people of color.
OUR OBJECTIVEOur objectives: support her PAC’s endorsed candidates with paid advertising, revitalize her 2017 email fundraising list, and help build her statewide and national profile through innovative digital communications tactics.
CONTENT StrategyTo revitalize her list, we focused on three styles of content: biography-driven storytelling to increase familiarity between the list and Del. Carroll Foy; issues-based content to highlight the candidates’ priorities; and split donation appeals between endorsed candidates to increase urgency of fundraising asks.
For the digital advertising program, we highlighted two core areas: the impending Equal Rights Amendment fight and gun violence prevention messaging. These two issues galvanized Democratic voters and helped drive turnout.
digital OutreachWe ran an advertising program in targeted districts, reaching tens of thousands of voters in every corner of the commonwealth.
Our digital advertising program focused primarily on gun violence prevention issues in key districts, driving voters to take a pledge. Voters who took the pledge then received information about the election, and became long-lasting supporters.
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