GPS started working with The Fairness Project on their state-based ballot initiative programs in spring of 2017. GPS was tasked with developing an online presence (website, digital infrastructure and branding) for initiatives in Idaho, Texas, Arkansas, Montana, Michigan, Missouri, Nebraska, Utah and Colorado. By the fall of 2018, our main focus shifted to four key ballot initiative states — Medicaid expansion in Idaho, Utah, and Nebraska and a minimum wage increase in Missouri.
In each of our targeted states, GPS developed strategic online plans that best fit the ecosystem of each state and the dynamics of each state. Passing progressive measures through ballot initiatives in conservative states was an uphill task that we accomplished through a mix of audience based targeting using unique creative to each group. It was because of this custom state based audience centered approach that we were able to help secure passage of these initiatives in all our targeted programs.
In Idaho, we ran an aggressive online voter contact program to complement the other components of the campaign strategy, resulting in over 6 million impressions.
In Utah, we ran a voter contact campaign that leaned heavily into Republican support for expansion among the Governor and key groups that resulted in over 4 million impressions.
In Nebraska, GPS helped the Insure the Good Life team outperform every statewide Democrat by serving over 9 million impressions to the most persuadable portions of the electorate.
And in Missouri, in collaboration with Civis and other partners, GPS identified key blocks of the electorate to develop our digital voter contact strategy. Once audiences were identified, GPS helped identify the messages and tactics best suited for these groups – ultimately delivering over 6 million impressions to these hyper-targeted groups.
Along with The Fairness Project, we also advised these campaigns on best digital practices, social image creation, logo creation, and other items to optimize their digital ecosystems.