Elliot Malin – JMC 5240

Final Project

Executive Summary

The Douglas for Congress is a campaign for Congress in Nevada’s 2nd Congressional

District. For the purpose of this class and another it is a fictional campaign. The candidate is a

fictional businessman from the Reno area running as a Republican.

The campaign has major potential to increase its digital media strategy and achieve

overall success. There are some deficiencies within the strategy currently but implementing a

few changes will alleviate those challenges and increase the likelihood of overall victory on

Election Day. While it does have a strong footing to get off the ground with, there are some big

holes to fill in digital fundraising, utilization of Facebook and Twitter, content calendar

utilization, and utilizing consumer data to reach the appropriate target audience with the right

message. By changing the way the campaign utilizes these various aspects they will likely see a

much more successful campaign that will not only perform well digitally, but also win the

election on Election Day.

Description of Business

This project is based on a fake campaign for Congress in Northern Nevada for the 2nd

Congressional District. The candidate is John Douglas, a local businessman who has never held

elected office but is very involved in the Reno community. The political affiliation of the

candidate is Republican.

The district stretches from the California border in Washoe County – the location of Reno

and the largest population center – all the way to Elko and the Utah border. It is the only district

in Nevada that does not include a portion of Clark County, home of Las Vegas and the Las

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Vegas Metro Area. This is important because of Clark County is the only county in the state that

has a Democratic Party voter registration advantage, which gives the state a Democratic edge.

This gives our campaign an advantage in Republican registration in the district.i The registration

advantage is 12% or 50,428 voters. However, 27% or 113,297 voters are third-party registrants.ii

The current Congressmember for the district is Mark Amodei (R), originally from Carson

City and has held the seat since 2011 when Dean Heller (R) was appointed to the United States

Senate. Amodei won re-election to the seat in the 2018 midterms by 16.4% or 47,336 votes.iii

While the Republican has historically comfortably won the district, it is important to pay

attention to the third-party registrants and ensure that the digital strategy does target them while

keeping the base in order to win the hypothetical election.

The goal for the campaign will be to engage voters within the base and ensure they get

out to vote on Election Day, while also winning a large portion of the third-party registrants. This

will have to be a targeted campaign from the urban center to the rural portions of the district. To

do this it is important to understand the economic factors of both regions. The urban areas being

more tech, medicine, university, and gambling focused. While the rural areas have an emphasis

on ranching, farming, military, and mining.

Description of Business Digital Communication Strategy

Due to this being a theoretical campaign, the description of the strategy will be done

through the lens of past campaigns for references, but also as if they are the Douglas for

Congress campaign itself.

It is important to note that a campaign for office and candidate is the idea that they are

themselves a brand that they are trying to sell and market to the general public that they are

trying to represent. “When it comes to today’s social media landscape, famous individuals are no

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different than big brand names… The same is true for political candidates, especially during

widely visible election.”iv The John Douglas for Congress campaign understands that John

Douglas is in his own right, a brand. But at the same time, it is important to note that he is still

human and must be humanized in order to connect with the electorate that he aims to represent.

“Do: Be Human: No one wants to follow the tweets of someone who solely brags about

themselves. Use the social media platform to show your personality, favorite teams, photos with

the family, etc. Share photos of people, real-time stories, and videos from the campaign trail and

at political events.”v

The campaign has utilized various social media platforms such as: twitter, Instagram, and

Facebook to reach target audiences throughout the district. Through the various platforms there

is a different strategy for each, and how the campaign targets citizens across the district and state.

Through the digital platform the campaign can garner free earned media that allows for the

dissemination of information rapidly and effectively. Currently, the campaign is not using any

scheduling platforms such as Sprout Social to schedule and edit their posts. All posts are done by

the Digital Communications Staff and approved by either the Campaign Manager or John

Douglas himself.

On Facebook, the campaign utilizes a closed group of supporters to quickly disseminate

information and to have those supporters share the information to their private pages and act as

surrogates for the campaign.vi This allows the campaign to utilize its base of supporters to reach

out to their network of followers and share the message. Further, through the utilization of

Facebook the campaign can create events, have a candidate page that posts platforms, policy, and

proposals to inform the constituents, media, and others on what the candidate stands for and

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proposes to do if elected. Through that the campaign also utilizes advertisement buys that can

target specific individuals based on their consumer data, this allows for the easy voter outreach.

Through twitter, the campaign is able to quickly post and inform supporters of what the

candidate is doing at specific events, highlighting travels around the district, and utilizing

hashtags that allows for people to search and quickly see what is happening through multiple

views of the campaign. Twitter is arguably the most important aspect of the digital marketing

plan for the campaign. This is due to the increase in the population using the social media brand

to garner information from. “People also spend an average of 170 minutes per month on Twitter.

Because of this, Twitter is a very quick way to communicate with large groups of people.”vii Live

tweeting allows for the campaign to send out tweets at an event as it happens, the campaign

utilizes this quite frequently in order to spread real time quotes from Douglas. “While a journalist

may life-tweet breaking news as it happens, candidates will typically have a staff member live-

tweet a debate, speech, or public appearance so people following along on Twitter can stay up-

to-date.”viii Most non-planned social media outreach is done through twitter for the campaign, in

order for it to seem as if it is organic outreach by supporters. For example, utilizing twitter to

post videos of supporters and give the impression of confidence and momentum.ix Further,

through twitter the campaign is able to utilize popular influencers from around the state to further

the message of influence and momentum to the general population.x Another aspect of the

campaign’s use of Twitter is to gain retweets and followers through the targeted posts by the

digital team. “Retweeting content that you think is meaningful and important gives your

followers and voters more insight into the things that you care about. You can also respond to

tweets that you disagree with to show a contrast between you and your opponent, or other

officials that have policies that you agree with.”xi The utilization of retweets is important for the

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campaign to highlight what Douglas believes, but also to highlight what Douglas is opposed to.

This can also be helpful for the electorate to understand, and for Douglas’s supporters to help

spread his message.

On Instagram, the campaign can target younger voters through quickly posting graphics

that allow for the target audience to be informed on what is happening in the campaign across the

district and through videos, graphics, and other digital means to convey the message.

Specifically, Instagram has been a valuable resource in allowing the campaign to give a snapshot

into the candidate’s life, allowing the campaign to give a sneak peek into their family and allows

for individuals to feel a tighter connection to the candidate.xii Creating this type of connection is

important for campaigns and candidates to be humanized in the eyes of the public. Through

Instagram the campaign is also able to post short videos of the candidate speaking to the voters,

either on a holiday or about policy.xiii The important aspect of the utilization of Instagram by the

campaign is to connect with voters and as mentioned, humanize the candidate and campaign.

The utilization of these various platforms has allowed the campaign to target voters and

connect with them in order to spread the message of the candidate. A major point of the

campaign’s strategy on digital media platforms is to allow for the natural distribution of its

information and to humanize the campaign. John Douglas as a candidate is hard to relate with;

but John Douglas as a dad, cooking a Thanksgiving dinner, and playing football in the backyard

with the family is a relatable individual that people would want to be friends with, and thus want

to vote for in the election.

Evaluation of Business Digital Communication Strategy

The campaign is off to a good start but has a lot it can improve on. The campaign has

potential to use more targeted universes to further their goals in winning the election and earning

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the votes needed to do so. Political campaigns are different than normal campaigns on social

media. However, they are still trying to sell an idea, or product being the candidate themselves.

Douglas’s campaign can make improvements that will help them further their goals on digital

platforms.

A major point of the campaign is to utilize the digital marketing strategy to gain

supporters across the district. What can be seen is a lack of targeting, a lack of digital awareness,

and a lack of a strong brand identity. These various improvements can lead to a much more

successful digital campaign.

The campaign has been lumping most of the electorate into one segment, segmentation

could be used to improve the digital media strategy. “Through segmentation, you can identify

niches with specific needs, mature markets to find new customers, deliver more focused and

effective marketing messages.”xiv While the campaign has not been doing this, this is an easy fix

for the future use and success allowing them to further their goals by more accurately targeting

their base to gain more support.

Digital awareness is important for any successful campaign, the Douglas campaign has

suffered from a lack of awareness. It is important not to post everything that comes to mind when

it comes to social media, but rather to keep information relevant. “Too many businesses use their

social networks willy-nilly. They post every link, post and thought that comes out of their heads

on each and every platform they’re a part of…. Not because it’s relevant to their business or

customers.”xv The campaign needs to be aware of what it is posting and ensure that it is relevant

to the voters. Making sure they aren’t oversharing, posting irrelevant information, or even

posting too often is important. These different aspects can turn engagement off from those you

are trying to bring in through your digital strategy. Further, the campaign can and should utilize

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more ambassadors and influencers to advocate on behalf of John Douglas in order to make it

more organic and natural. “One of the best ways you can improve your reach is by finding these

ambassadors and really honing in on them.”xvi This includes those that frequent the campaign

page and comment something positive, like, and share; utilizing these natural ambassadors can

further the campaigns goals in the long run. It is important that the campaign understand that

there are natural emissaries for itself, those that will go out of their way to help spread the

message and gain votes on Election Day.

Ensuring a strong brand identity is important to the success of any business and

campaign, but especially a political campaign. Without an identity a campaign for office is

largely irrelevant to the general population. “Branding is an important stage for any business that

wants to generate long-term business. It’s about defining what you stand for and at the same time

attract prospects that are likely to turn into customers.”xvii By utilizing and establishing a strong

brand identity the campaign will be able to be relevant to the electorate and allow for an easily

identifiable candidate across the digital media platforms. “A big part of social media branding is

understanding and knowing your target audient like the back of your hand. This allows you to

take a precise, tailored approach with your marketing efforts, rather than a blind, blanket

one.”xviii Having that strong identity will allow for an easy identification of the campaign and

will help the voters recognize John Douglas as a major candidate, a brand, and as someone that

they can connect or relate with.

Recommendation of Business Digital Communication Strategy

Douglas for Congress has room for improvement throughout the different aspects of the

campaign. From building content calendars, utilizing consumer data, to building a stronger brand

identity through the various digital media platforms, emphasizing one social media platform over

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others such as Twitter and Facebook, and even utilizing digital marketing to fundraise for the

campaign. These important aspects will help the campaign accomplish their digital goals as they

move towards their ultimate goal of winning the election.

Douglas’s campaign can use consumer data to target specific individuals that they believe

they can capture during the course of the campaign. “The use of 1st and 3rd party data to target

and segment audiences has been revolutionary for advertisers over the past few years. These

resources have helped advertisers maximize their ROI on spend through accurate targeting.”xix

To better utilize this tool it is important that the campaign understand who they want to target

and why. Some important pieces of advice that can truly help the campaign be successful is to no

over-specify: “Avoid making your strategy so specific that you end up with a reduced pool of

potential customers. Piling a variety of schemes on top of each other is called hypertargeting and

is likely to hinder your campaign’s performance by reducing your audience.”xx By not closing

off the campaign from people the potential for an ad placement on digital platforms can go much

further. From that, it is important that the campaign utilize a frequency cap: “Bombarding your

audience over and over tends to lead to decreased engagement with an ad, and at worst,

overexposure can lead to a negative association with your brand.”xxi By targeting specific

constituents across the district to send specific messages will help the campaign accomplish its

digital goals, but also the ultimate goal of winning. Through this they can send different

messages to different geographic areas that make more sense, such as healthcare to urban voters

and water/ranching issues to the rural voters.

Digital media has a potential to bring in hard-fought dollars from donors, the campaign

should utilize this to help them further their goals and get the funding to do so. “It gives people a

vehicle through which to give you money… If you want to donate to a campaign, where do you

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go? Every campaign website should include a way for supporters to donate.”xxii By utilizing the

digital media platforms available to the Douglas campaign they can effectively drive donations

from throughout the district, but also outside of the district. Through social media platforms this

offers a unique connection to raise small dollar donations, “People who use social media also

tend to be more politically engaged than the average American, making them prime targets for

political fundraisers. During the November 2010 elections, more social media users participated

in various offline political activities.” xxiii It is highly recommended that the campaign moves

towards utilizing digital media platforms to draw in donations of all dollar amounts. From what

can be seen by the Bernie Sanders campaign in 2016, there is a way to successfully raise millions

through an online presence. “A digitally savvy fundraising operation helps the campaign hit

fundraising targets. Sanders doesn’t have a traditional, stand-alone fundraising team. Instead,

Team Sanders raises most of its money online, an effort managed by the campaign’s digital

team.”xxiv

John Douglas’s campaign should also utilize a content calendar in order to better time,

not oversaturate, and to put out relevant information that will capture the viewers, donors, and

voters to have them better understand Douglas and why they should be investing their time,

money, and votes into him. “A message calendar, also referred to as a communications calendar,

is a tool you will build and use to organize your communications strategy in conjunction with

significant dates or events over the course of the campaign trail.”xxv Utilizing this simple tool

will allow for the campaign to set content far in advance to free them up to do other important

work. This can help schedule posts across the platforms that will align with holidays both

religious and federal and can see engagement pick up with these non-political types of posts.

“Creating content is only half the battle; organizing and scheduling your content is another

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imperative ball game.”xxvi From this it is recommended that the campaign utilize a platform that

not only schedules the content but also will link to the accounts to post the content as well, such

as Sprout Social or any similar service.xxvii

It is recommended that the campaign put an emphasis on both Twitter and Facebook for

social media platforms to better reach voters. Twitter is an important tool to use as it allows

quick blurbs to be sent out to the voters and keep them informed of what’s going on in the

campaign and have the potential to make it personal. “Twitter is a social messaging tool that

presents great opportunities for political candidates to create branding, exposure and word-of-

mouth advertising. In recent years, Twitter has become a favorite tool for political social media

marketing.”xxviii Utilizing Twitter allows for the candidate and campaign to quickly and to send

out more frequently without the risk of over-saturating your network. “Because Twitter is

designed for ‘small bites’ of information, you can update your status far more frequently than

you would on Facebook without ticking off your followers.”xxix This is important because it

allows to give updates on the day, events going on, parades, etc. and will give the campaigns

followers a chance to have a ton of quick information without becoming annoying. One of the

greatest risks is to become annoying to the voters and thus shutting them off from your digital

presence. Twitter sees a very politically active user base, that can be used by the campaign to

help advance the message, and potential fundraising tools through the platform. “A good portion

of the twitterati are politically active and surprisingly to most, not as young as you might expect.

A recent study found that 45-54 year olds are 36 percent more likely to visit Twitter and

represent the largest group visiting the site.”xxx This population represents one of the larger

portions of the active voting electorate and is important to reach. Further, as seen from President

Trump, there is a way to utilize Twitter to effectively get your message out that you believe isn’t

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being properly portrayed. While it would not be advised to take a “Trump approach” to utilizing

Twitter, it is important to see how the President has changed the use of the platform. “It is clear

that Trump’s unprecedented use of Twitter as a means of presidential communication serves him

well as a mechanism to get his thoughts and message out to a broad majority of the American

public.”xxxi Again, highly advised that the campaign does not utilize in the same manner as

President Trump but realize the potential for the platform to be used.

Facebook is another important tool to be used by the campaign and to emphasize its

usage. Unlike Twitter, Facebook allows for more information to be posted at a time with no

character count. Due to this, the campaign can utilize this tool to post more information, less

frequently, but with more detail. “Short posts do not always give you the necessary breadth to

tell a story or explain a complicated situation. Lengthy posts can lead to substantial discussion

and help people understand complex issues.”xxxii This allows the campaign to expound on some

of the quick blurbs it puts out on twitter. Utilizing this tool will help get more information out to

the voters but will also allow them to start a discussion – which is a large part what a political

campaign is about, starting a conversation. What can further be seen is that those that engage on

Facebook are like those on Twitter and are more likely to be politically active. “Facebook users

are also 78 percent more likely to influence their friends to vote. With more than 50 percent of

U.S. residents active on Facebook, that’s a huge potential voter pool.”xxxiii Engaging on

Facebook is incredibly important to reach voters in the district, donors across the country, and to

invoke vigorous conversation that will allow for natural persuasion to occur through the social

media platform.

It is important that the campaign expand its digital media presence, through these

recommendations it is believed that the campaign will see greater and more positive interactions.

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It’s important that the campaign utilize Twitter and Facebook effectively, and in unity with one

another. Utilizing content calendars and schedulers will help alleviate the pressure of what to

post and when and can help organize the Douglas campaign and allow them to maximize their

utility from digital media. Further, the potential to maximize donor networking and income is

readily available for the campaign. As seen above from other campaigns for political office there

is an avenue to raise millions of dollars nationwide that will fund the campaign, the digital

strategy, commercials, and other forms of marketing – leading to a victory on Election Day. By

implementing all of these recommendations it is believed that the ultimate goal of winning will

be accomplished. As seen in previous elections: “… the candidate with more engaged Facebook

ban base won the election, and in 2012 U.S. House elections, 20 of the 33 most competitive races

across the country were won by the candidate with a measurable advantage in Facebook fan

engagement.”xxxiv While the digital world has changed since 2012, the same sentiment is still

very relevant to this day across a multitude of social media platforms. The fact is a strong digital

media campaign will likely lead to overall success in the campaign.

i
https://www.nvsos.gov/sos/home/showdocument?id=5920
ii
https://thenevadaindependent.com/election/2018/us-house?district=congressional-district-2
iii
https://ballotpedia.org/Nevada%27s_2nd_Congressional_District_election,_2018
iv
https://www.workfront.com/blog/the-three-golden-rules-of-social-media-in-political-campaigns
v
https://capitolmediasolutions.com/blog/social-media-for-political-campaigns-dos-and-donts/
vi
https://www.facebook.com/groups/teammarconv/
vii
https://changemediagroup.com/twitter-101-candidates-campaigns/
viii
https://changemediagroup.com/twitter-101-candidates-campaigns/
ix
https://twitter.com/ryan_uhlmeyer/status/1024453842593669120
x
https://twitter.com/Hutch4Nevada/status/1038240001035829248
xi
https://changemediagroup.com/twitter-101-candidates-campaigns/
xii
https://www.instagram.com/p/BhA2aCSH97m/
xiii
https://www.instagram.com/p/Bb2-grpFDpW/
xiv
https://www.smartinsights.com/digital-marketing-strategy/customer-segmentation-targeting/segmentation-
targeting-and-positioning/
xv
https://steadfastcreative.com/digital-marketing-success-7-ways-to-improve-brand-awareness/
xvi
https://steadfastcreative.com/digital-marketing-success-7-ways-to-improve-brand-awareness/
xvii
https://www.lyfemarketing.com/blog/social-media-branding/
xviii
https://www.lyfemarketing.com/blog/social-media-branding/
xix
https://www.mediaocean.com/digital-marketing-guide/audience-targeting

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xx
https://www.mediaocean.com/digital-marketing-guide/audience-targeting
xxi
https://www.mediaocean.com/digital-marketing-guide/audience-targeting
xxii
https://blog.traindemocrats.org/faq-digital-marketing-for-political-campaigns/
xxiii
https://www.mdgadvertising.com/wp-content/uploads/2012/02/political-fundraising-in-the-social-media-
era.png
xxiv
https://www.theatlantic.com/politics/archive/2016/03/bernie-sanders-fundraising/471648/
xxv
https://medium.com/national-democratic-training-committee/how-to-run-for-office-building-your-message-
calendar-385afced3502
xxvi
https://www.thecampaignworkshop.com/content-calendars-can-help-win-your-campaign
xxvii
https://sproutsocial.com
xxviii
https://www.onlinecandidate.com/articles/political-candidate-twitter-tips
xxix
https://www.onlinecandidate.com/articles/political-candidate-twitter-tips
xxx
http://www.winningcampaigns.org/Articles/Campaigning-on-Twitter.html
xxxi
https://news.gallup.com/poll/234509/deconstructing-trump-twitter.aspx
xxxii
https://www.facebook.com/facebookmedia/blog/tips-for-politicians-and-campaigns
xxxiii
https://strategicadvisersllc.com/strategic-adviser/top-10-tips-using-facebook-political-campaigns/
xxxiv
https://strategicadvisersllc.com/strategic-adviser/top-10-tips-using-facebook-political-campaigns/

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