SLiM DIGITAL gets Political | Slim Digital

SLiM DIGITAL Gets Political


May 31, 2016

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Community Engagement + a Great Candidate
= Political Success

 

 

With the Federal Election complete-ish, its a good time to look at the changing methods of campaign managers and marketers to get the candidates message out, and how we did it in the local QLD council elections at the start of the year.

 

We were thrilled to work with a candidate in Queensland to assist the campaign to be voted into local council.

 

We had the pleasure of working with this Councillor from November last year and developed a comprehensive campaign strategy and digital communications plan to support her bid for council.  The team at SLiM DIGITAL are proud to have shared this successful election journey.

 

 

Pre-Election

 

We have no doubt Social Media is important for Politics. But if you’re skeptical check out the 7:30 report from Friday (06 May) and the way the major parties in the Federal Election were planning to use it.

 

 

Social Media and Politics

 

Also have a look at the stats from an AFR article about the role twitter has to play with the democratic process. Whilst there are only 2.8 million Australians on Twitter these stats are still important:

 

 

Political Stats on Twitter

 

 

Post-Election

 

Post the election here are some the numbers that the Major Parties are trotting out:

According to Erinn Swan, daughter of Wayne Swan, who ran the digital marketing campaign of Labor:

 

 

“Labor served over 100 million impressions to voters on Facebook alone…Two million undecided voters in target seats saw a message – tailored to them on the issues they most cared about – an average of 45 times each….[Also] Labor served over 100 million impressions to voters on Facebook alone.”

 

 

This resulted in Labor raising a staggering $1.1 million online in small donations – averaging just $48 – during the campaign and more than $2 million during the entire election cycle.

 

 

 

The HOW

 

 

Strategy Driving Creative

 

With our efforts in the local council elections we started with strategy, as with any client (from any field or background) we started with strategy. We worked out ‘WHO’ the candidate really is and then developed a creative to communicate that.  It’s essential at this stage that the creative resonates with the individual AND the target audience.  In this case we focused on the candidates strong credentials and with a young family managing her diverse roles with aplomb.

 

The Strong, Intelligent, Capable, Young Person, with a Family who can Juggle it all” was the message we promoted.

 

For the LNP they used Social Media to provide a greater insight into Malcolm Turnbull;  the WHO was conveyed over this medium in a powerful way with one video, in which Turnbull talked about his relationship with his father, gathering over a million views.

 

 

Creative to Plans

 

The magic of what we do is we turn strategy into the creative and then we turn creative into plans. This includes action plans and tasks on dates to communicate that creative feeling to people (in this case voters). We developed a plan for the candidate that engaged people.  The candidate went to events and listened.  And then promoted the thoughts and feelings of her audience on social media. She reasoned intelligently with people as to why things were the way they are and what the options for change were.

 

The candidate reflected her actions in reality with her messages on social media – gaining the trust and support of her community.  But the plan needs to target specific people with a particular message.  According to the AFR, the common theme for the major parties in the Federal Election was

 

“highly targeted, segmented campaigns that carve up the message and what message is delivered to different groups in the community.”

 

 

Monitoring and Adjusting

 

Of course no plan last past H-Hr. As soon as you start the campaign things change. And a good plan is flexible and can adapt messages and tasks to those changes. In our campaign we came up against a numerous sensitive issues to the majority of voters.  We addressed most of them and refrained from some.

 

It is incredibly satisfying  to work with people you believe in and help them achieve a result that will benefit the community; it is great to sell a product that is good for people.

 

 

For those that want to know more about how we are so effective at communicating with a target audience, get in touch today

 

Screenshot 2016-05-09 12.23.42

 

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