Promotional Cycle

Multi-Channel Communication Strategy

The GCA promotion process is built around the Democratic committee's neighbor-to-neighbor outreach program, which is done by members and volunteers. It consists of a 4-week promotional cycle leading up to monthly engagement events. In addition to the individual neighbor-to-neighbor outreach, the cycle includes social media posts, emails, campaigns, automated message systems, and visibility efforts. The cycle includes organic and paid media efforts.

Four week cycle

The 4-week cycle starts with the announcement of the engagement event on social media and an email blast to the Democratic Committee's email subscribers. At the same time, the committee starts its recruitment of volunteers to do neighborhood outreach. The third week includes more posts to social media with additional information about the engagement event. That week, an automated phone call is made to all registered Democrats in the area, announcing the event. The message is recorded by a local celebrity or elected official. The neighborhood outreach will begin the second week with literature drops, mailers, and electronic communications to neighbors in the community. Reminder posts appear in the final week before the event, and an email blast is sent to subscribers. That same week, a text message invitation from the committee's chair is sent to all registered Democrats in the community. The reminder content asks attendees to RSVP to the event, invite their friends, and share invitations via social media and email. The day of the event on all social media platforms the final reminder appears. During the event, multiple pictures are posted on social media platforms about the activity. The post-event email gives a summary of the event and thanks everyone for participating while teasing the next event.

Supplemental Content

During the four-week GCA promotional cycle, content is released in three time slots. The first time slot is morning (8 to 10 am), followed by evening (4 to 6 pm), and finishing with night (7 to 9 pm). Any time slot not taken up by event content will have supporting post content like profiles, informational content, calls to action, and supporting activities. Profile contents are descriptions of candidates or issues that include a high-level description, bulleted talking points, links to social media, and contact information. (Appendix F) Informational posts provide details for voters about issues, legislation, and the activities of candidates or elected officials. (Appendix I) Calls to action ask subscribers and followers to take specific action. (Appendix H) Supporting posts include soliciting donations, member drives, asking for content engagement (likes, comments, and sharing), and recruiting for outreach efforts. (Appendix G) The supporting content will show voters visiting the committee's social media feed or subscribing to its email the full diversity and depth of the Democratic committee.

The members section has examples of all the content used during the 2022 election cycle. Click here to get access.

Audience Growth

The promotional cycle uses organic and paid growth for content deployed by the committee to grow the messaging audiences. By using a systematic approach to get people to engage with the content, the committee can grow its reach organically. This starts by recruiting people to join the Minuteman Group. This group is responsible for engaging with content immediately after it is posted. The committee creates supporting documents for posts that include a content calendar and communication plan that map out what content will appear when. The Minuteman Group has access to these support documents and is also alerted via text message whenever new posts appear. This is done to grow the reach of the committee inside the community while impacting the local search algorithm. In addition to this organic promotion, the committee will deploy paid content. The paid content is in the form of two questions.

• The first is: “What do you believe is the single most important issue in the 2024 election?”

• The second is: “Who do you believe should run for the Democratic nominee in 2024?”

Both of these questions will be linked to surveys for soliciting open-ended opinions and collecting contact information from respondents. These questions will be directed specifically at progressive and democratic platform users in the district. Using these two growth methods in the GCA promotional process maximizes the reach of the democratic committee's message in the community.

Click here to see in detail how the GOTV canvassing of neighborhoods was done during the 2022 election cycle with the GCA.