Project overview
I was responsible for overseeing this project from ideation to execution. This project included integrating the infrastructure to solicit petition signers and nurture them into becoming project advocates through targeted email marketing campaigns.
Project background
A project of the size and scope of the Northeast Maglev requires political support on federal, state, and local levels. The level of political support for any endeavor comes down to what elected officials hear from their constituents.
A small group of localized opponents was mobilizing against the project and influencing local elected officials. Northeast Maglev needed a way to generate local advocacy from project proponents.
I oversaw the development of a marketing infrastructure designed to turn marketing campaigns, activities, and events into project advocacy.
Initiated regional public polling efforts and determined that a large, silent majority of supporters existed.
Developed an advocacy pipeline using our CRM, email campaign and digital advocacy systems.
Targeted social and digital advertising campaigns to demographics most likely to support the project.
Used events and promotional activities as ways to generate petition signers.
Sent a series of informative emails to petition signers informing them of a different project benefit and encouraging them to take action to write letters to their elected officials.
Creative process
Digital and social ads designed to solicit petition signatures entered proponents into an email marketing pipeline.
Evaluating creative performance
Digital advocacy software allowed proponents to send letters of support to their elected officials.
Results
To date, nearly 60,000 have signed the petition in support of the project.
Optimizing digital ads resulted in 19,000 petition signers in 2023.
17,000 petition signers (28%) emailed their legislators in support of the project.
Resulted in over 110,000 emails to federal, state, and local legislators.