Winning Elections with Good Creative

Moderator

Speakers

Winning Elections with Good Creative

Chris Mottola

Chris Mottola Consulting, Inc.�@mottocto

Colleen McCulloch Learch

KRC Research�@KRCResearch

Hunter Schwartz

Yello�@HunterSchwarz

Gabby Cardenas

The Colibri Collective�@Colibri_Agency

Christina Sheffey

Bully Pulpit Interactive�@SeeSheffey

Daniel Huey

Something Else Strategies�

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Research Methodology

State Profiles

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Perceived Credibility of Political Advertising Channels

(Shown: Adults Nationwide)

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Importance and Reality of Receiving Personalized Mail Pieces

(Shown: Adults Nationwide by Demographic Group)

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Black

Voters

Hispanic

Voters

Asian

Voters

White

Voters

Gen Z

Voters

Millennial

Voters

Gen X

Voters

Older

Voters

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Importance of Different

Types of Messaging

(Shown: Adults Nationwide)

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Actions Taken After Receiving Political Mail

(Shown: Adults Nationwide

by Demographic Group)

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Moderator

Speakers

Winning Elections with Good Creative

Chris Mottola

Chris Mottola Consulting, Inc.�@mottocto

Colleen McCulloch Learch

KRC Research�@KRCResearch

Hunter Schwartz

Yello�@HunterSchwarz

Gabby Cardenas

The Colibri Collective�@Colibri_Agency

Christina Sheffey

Bully Pulpit Interactive�@SeeSheffey

Daniel Huey

Something Else Strategies�

#2023Pollies

����Effective Creative.�

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1. Insight to what voters want.

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2. Reality of the candidate.

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3. Magic happens here.�this is why they pay you

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Creative is a process.

INSIGHT FROM WHAT VOTERS WANT

REALITY OF WHO THE CANDIDATE IS

+ CONTEMPORARY CULTURAL KNOWLEDGE

+ HISTORICAL CULTURAL KNOWLEDGE

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Gordon Smith – #1 GOP target

�Blue State. Swing voters willing to vote for a Republican.�

Insight of voter wants: evidence Smith was moderate.�

Usual GOP path: talk about education or environment.�

Reality of candidate: knowledge gained talking to Smith. Legislative: hate crimes bill. Polling: 80—20% question.

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Built spot around authenticity-�validator with a unique story.

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Why this esthetic?�

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Why this esthetic?�+ historical cultural knowledge

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Details matter. Graphic design.�

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Details matter. Graphic design.�+ contemporary cultural knowledge

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Results:

��DSCC pulls out within two weeks.��Smith wins reelection.��ABC News, “Best campaign in the country.”��

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Spot was effective because it �spoke to voter needs & reflected the reality of the candidate.

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​

20 YEARS LATER, �ONLY STATEWIDE CAMPAIGN

TO RUN TV ON

GAY RIGHTS ISSUES.

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Moderator

Speakers

Winning Elections with Good Creative

Chris Mottola

Chris Mottola Consulting, Inc.�@mottocto

Colleen McCulloch Learch

KRC Research�@KRCResearch

Hunter Schwartz

Yello�@HunterSchwarz

Gabby Cardenas

The Colibri Collective�@Colibri_Agency

Christina Sheffey

Bully Pulpit Interactive�@SeeSheffey

Daniel Huey

Something Else Strategies�

#2023Pollies

Social Media Graphics & Digital Banner Ads

Out of Home Advertising: Billboards

Print Collateral: Mailers & Lit Pieces

Merchandise: Stickers & T-Shirts

Custom Campaign Logo

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VOTER GUIDE

QR codes: Strategically lead to specific web pages with relevant information, customized for various audiences including English and Spanish pages.

Thoughtful Design: List of candidate names designed to mimic the layout of a ballot.

Organized Layout: Simple, clean layouts help keep information organized and easy to comprehend.

Captivating Cover:�Authentic images of organization members supported by vibrant colors and symbolic graphics.

Campaign Logo:�Logo should be prominent and noticeable on collateral to build recognition.

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• The website is a crucial tool in the voter journey, providing important information that follows the political cycle.
• Voters can find resources, informational videos, important dates, and samples of ballots to learn more.
• Highly engaging graphics make data more visual and comprehensible, while maintaining cohesion with the brand’s identity.
• All webpages are optimized for mobile, delivering a smooth user experience and keeping information clear and decluttered.

WEBSITE:�THE FINAL DESTINATION

Dynamic Videos

Custom Illustrated Icons

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KEY TIPS OF SUCCESSFUL CREATIVE

• Build trust through a united brand identity and cohesive assets that match tone & style.
• Keep the campaign’s purpose top-of-mind when creating pieces to ensure the most important information is highlighted. �Example: Educating the voter population with important dates or steps to secure a�successful vote.
• Keep designs visually appealing while maintaining brand cohesiveness to captivate and retain attention.

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Moderator

Speakers

Winning Elections with Good Creative

Chris Mottola

Chris Mottola Consulting, Inc.�@mottocto

Colleen McCulloch Learch

KRC Research�@KRCResearch

Hunter Schwartz

Yello�@HunterSchwarz

Gabby Cardenas

The Colibri Collective�@Colibri_Agency

Christina Sheffey

Bully Pulpit Interactive�@SeeSheffey

Daniel Huey

Something Else Strategies�

#2023Pollies

| BULLY PULPIT INTERACTIVE

30

Moderator

Speakers

Winning Elections with Good Creative

Chris Mottola

Chris Mottola Consulting, Inc.�@mottocto

Colleen McCulloch Learch

KRC Research�@KRCResearch

Hunter Schwartz

Yello�@HunterSchwarz

Gabby Cardenas

The Colibri Collective�@Colibri_Agency

Christina Sheffey

Bully Pulpit Interactive�@SeeSheffey

Daniel Huey

Something Else Strategies�

#2023Pollies

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