Cole's Campaign Case Study

The resources devoted to Cole’s paid promotion and advertising must achieve three critical goals. First, promotional material must make “Joshua Cole” a known name before the General Election. Second, promotional material should convey political ideology and platform. Third, promotional material must inform voters of the General Election and encourage voters to participate in the election.

With less name recognition than his opponent and his predecessor as for Democratic candidate, both of whom garnered name recognition as members of the Stafford Board of Supervisors, Cole’s campaign must ensure voters are aware not only that Cole will be on the General Election ticket, but also aware of his name and personality weeks or months before the

election occurs.

Canvassers will achieve this goal partially by leaving palm cards with campaign information at doors selected by the field director and staff. However, canvassing alone will not provide a connection to many voters. Cole’s campaign must utilize the traffic volume of Stafford and Fredericksburg by placing billboards and signs at strategically selected intersections and roadways. Signage on the roadsides of high-volume roadways will reinforce Cole’s brand with commuters and boost recognition with Federal employees and workers in the D.C.-Maryland-Virginia metropolitan area.

Beyond signage and palm cards the Cole campaign will invest in paid promotional advertisements including, but not limited to, posters, roadside commercial billboards, television advertisements, radio advertisements, YouTube pre-roll advertisements, and forms of internet advertisement. The demographics of the 28th gather their information and news from a diverse range of sources. To reach audiences across the socioeconomic and age spectrum, the outreach through promotional materials by Cole’s campaign must reflect the diversity of media and mediums used to share information by the District’s citizenry.

Social media will also serve as a major part of Cole’s campaign’s outreach ability. The campaign will continue to utilize social media to recruit volunteers and encourage voters to participate in the General Election. The social media communications will be managed by staff and volunteers to help produce content for outreach. Cole’s ability to connect to the voters will be critical and the presence of the campaign must be maintained by a multiple person staff operating Cole’s social media.

Mailings will also extend Cole’s ability to further reach voters. Mailed pamphlets will provide voters with information about Cole and his platform beyond the campaign’s ability to connect during canvassing activities.