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Maximizing Voter Registration Online Advertising Strategies

Explore the importance of advertising voter registration online, targeting active and latent audiences through Google Ads, Facebook, and more. Learn terminology, impact of ads, and early vote strategies. Discover how to support NOI On Demand.

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Maximizing Voter Registration Online Advertising Strategies

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  1. noi12.co/OnyC98

  2. Voter registration + Online Advertising Trainers: Steffi Decker, Chong + Koster Dan McSwain, OMP Facilitated By: Hope Wood, NOI

  3. Introductions NOI On Demand & NVRD Me & You Norms

  4. www.nationalvoterregIstrationday.org

  5. Introductions NOI On Demand & NVRD Me & You Norms

  6. FOLLOWING THE LAW Elections.neworganizing.com

  7. FOLLOWING THE LAW www.afj.org

  8. Agenda Why advertise voter reg online? Who are the audiences? Timeline – Where are we? National Voter Registration Day Creative + Messaging Budget Organic marketing

  9. Why Advertise voter registration online?

  10. Where Do We Run Ads? • Google • Facebook • Reddit • Interactive audio

  11. Terminology • CPC – Cost per click, how much you pay per click • CPM – Cost per thousand impressions, how much you pay per thousand impressions • CTR – Click through rate, the rate at which people click your ad • CPA- Cost per Acquisition • Targeting - Selecting who sees your ad

  12. Google Ads - Search

  13. Facebook

  14. Who are these people?

  15. Who are these people? Active Audiences • Comfortable online • Politically plugged in • Internet is the go-to place for information and resources Likelihood of being registered: pretty good.

  16. Who are these people? Latent Audiences • First-time voters • Never registered before • Politically disengaged • Culturally active • Relatively frequent Internet users Likelihood of being registered: not so good.

  17. Who are these people? Impact of Ads • Active audiences are going to register • Latent audiences need some nudging

  18. Who are these people?

  19. Who are these people?

  20. Where are we?

  21. National voter registration day

  22. #925nvrd

  23. #925nvrd

  24. #925nvrd

  25. #925nvrd

  26. Voto Latino

  27. Votolatino

  28. Votolatino

  29. Questions?

  30. Evaluation

  31. www.nationalvoterregIstrationday.org

  32. What’s next: NEXT WEEK Early Vote & Vote-by-Mail Week – September 24 – 28 •  Early Vote & Vote By Mail Strategy - September 24, 2012 • Early Vote & Vote By Mail Data - September 25, 2012 • Leading Great Early Vote and Door to Door Events - September 26, 2012 • Early Vote Online Tools - September 27, 2012 • Online Fundraising - September 28, 2012 .

  33. Interdependent Leadership (aka the Snowflake Model) How can I support NOI On Demand? https://act.neworganizing.com/donate/NOD_Donate_08-2012/ Interdependent Leadership

  34. www.neworganizing.com/toolbox

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