After every U.S. census, district lines for political offices are redrawn to accurately reflect each state’s population. By Michigan law, a commission of citizens is now responsible for this task. Thousands of applications were randomly mailed to Michigan citizens. But how to be certain to build a robust pool of applicants who reflect the diversity of the state? Especially at random? This was the challenge that the Michigan Department of State asked Güd Marketing to help meet.
For phase one of the campaign, we had a small budget, a tight timeline and a big job. Our strategy was to create video spots for TV, social and digital pre-roll and to get those in front of as many Michiganders as possible. We leveraged a partnership with the Michigan Association of Broadcasters that included PSA public match programs.