Alper Strategies & Media partnered with the Michigan Center for Election Law & Administration to produce an integrated statewide media campaign in a complicated landscape. We adopted distinct approaches to reach and educate voters effectively.

 

Public health concerns over the COVID-19 pandemic and the brand new voting options from the passage of Proposal 3 in 2018 meant the traditional absentee universe no longer existed - people were unaware of their voting options. So, we designed an approach that provided multiple voter touches, pitch perfect messaging, and cohesive creative containing the most important voting details. 

 

Through billboards, memorable radio jingles, mail, texting, digital, and gas station TV, we successfully created a recognizable and cohesive media package across delivery channels, landing with voters as a continuum leading up to the November 3rd election.  

 

Educational components of this campaign included basic aspects of voter registration, vote by mail and drop boxes, satellite voting locations, and Election Day voting. Message elements for creative included voting being “safe, secure and convenient” - encouraging voters to vote early. In addition to highlighting the various voting options available, information on how and where to register to vote was also shared. 

 

The result? A record-setting 5.5 million Michiganders voted in the November 3rd Election, or 71% of those 18 years and older. Nearly 3.5 million people voted absentee and 28,000 people took advantage of the new option of registering and voting in-person on Election Day at the local clerk’s office.