In the 2022 election cycle, I conducted experiments on the theories behind the GCA process and used the results to refine the process. The experiments started in April with a GCA civic engagement event focused on signature drives that was very successful. In the time leading up to the elections, I developed a promotional process to raise awareness and engagement with campaigns. The political engagement events included standouts, postcards, and texting parties. In the final days before the election, as part of the GOTV effort both in the primary and general election, I conducted a canvass of my neighborhood, which has about 400 households. Each one of these efforts helped refine the GCA process.

Signature Drive

In April, the Marshfield DTC held a signature drive for all Democratic candidates running in the 2022 election cycle. Over 30 volunteers helped do neighbor-to-neighbor outreach, contacting over 2,000 households. Additionally, automated calls and texts, along with a social media campaign, supported committee members' outreach. Outreach resulted in over 80 participants collecting signatures for 21 candidates, totaling 1,680 signatures with a 98% verification rate. This helped all the Democratic candidates. You can find an example of the mailer (Appendix B) and the handout (Appendix A) in the memberships section; click here to get access.

The Marshfield Democratic Town Committee's 2022 Signature Drive is a perfect example of a civic engagement event; click here to learn more about it.

Political Engagement

Malcolm Gladwell, author of The Tipping Point, discusses "Maven traps" as they relate to marketing. I used the strategy behind Maven traps to create political engagement events during this election cycle. The events were designed to get the attention of politically aware and active voters by using already established candidates and issues. My political engagement events were candidate's events, standouts, postcards, and texting parties. The events were well received and attended, growing exponentially all the way up to the election. This was due to my use of the GCA promotional process, which reached local activists. Examples of MEMEs used for political engagement events are in the membership section; click here to get access.

To find out more about 2022 political engagement events on the South Shore of Massachusetts during the 2022 election cycle, click here.

Promotional Cycle

My practical application of the GCA promotional process occurred between the primary and general elections. Each day, in three time slots on different platforms, I would post content in the form of a meme with a caption and a call-to-action link. The content included event announcements, informational posts about the election, and candidate and question profiles. Everything that was deployed on social media would then be included in the weekly email. Using this method, I was able to increase voter engagement. The engagement came in the form of email subscriptions, website traffic, social media content engagement, and increased event participation. In the member section, there are examples of memes that were used to promote engagement events (Appendix E and F), a call to action (Appendix H), profiles (Appendix F), and informational (Appendices I) contacts. Click here to get access to the member sections.

To see examples of how the GCA process was used during the 2022 election cycle, click here.

Neighborhood Canvass

The end goal of the GCA process is to get activists to go door-to-door in their neighborhoods during the effort. Before early voting started, I canvassed 400 Democratic households in my neighborhood. Following canvassing, I used the voter data file to verify the neighbors who had voted early and remove them from the walk list. Using the updated list, I canvassed the remaining households the weekend before the election. This resulted in increased turnout for the primary and general election. In the member section, there are examples of the content that was used to canvass 400 households in my neighborhood (Appendix H), click here to get access.

During the testing of the GCA process, I developed a lot of content, support materials, tools, and processes. In the member's section, there are examples of content developed during the test. Additionally, you can find details on the tools I used and notes on the processes in the membership section of the website.

• Click here to see the walkthrough of the GCA process in more detail than was already provided above.

• Click here to get access to the member section of the website.