Kathryn Garcia for NYC Mayor

Kathryn needed to make voters aware of who she was and how much experience she had in running major portions of New York City’s infrastructure. After spending her career across the NYC Department of Finance, Department of Environmental Protection, and Department of Sanitation, Kathryn knew the inner workings of the city very well, but the residents of the city didn’t know her name yet: A March 24th poll had her at only 2% favorability for the mayoral primary, and she needed that to increase quickly.

Knowing we had to maximize a limited budget in America’s largest city, we put together a Smart Targeting Strategy to make sure we honed in on Primary election voters and minimized waste in a city of 8.4 million people.

From 2% to 49.6% in 12 Weeks:

Our strategies that helped build name ID and win votes for Kathryn Garcia

“Change Media was referred to us by peers and we’re glad they were. When money is limited, spending resources in a targeted way matters. Change helped us do that with strategic advice, an efficient and ambitious digital program, and excellent execution to help our campaign maximize voter outreach.”
Kathryn Garcia
Director of New York State Operations
Strategy 1:

Match and Deliver Lots of Ads to Super Voters

City primary elections often have a low turnout rate. Finding and prioritizing the individuals with a track record of voting in these elections can give a campaign the advantage when other campaigns are trying to communicate with everyone.

Knowing we had to maximize a limited budget in America’s largest city, we put together a Smart Targeting Strategy to make sure we honed in on Primary election voters and minimized waste in a city of 8.4 million people.

Strategy 2:

Bid Thoughtfully to Hit Key Targets, Optimize Budget, & Maximize Each Campaign Dollar

Strategy 3:

Target Voters In Their Native Language

New York is an incredibly diverse city, so we made sure to run ads in Spanish and Simplified Chinese across social, display, pre-roll, and streaming TV. Kathryn’s website also had 10 language options so residents could easily learn about her platform.

Strategy 4:

Run a Just-In-Time Absentee Targeting Program

Heavily target voters as they receive their ballot

Exclude them from ads after they’ve voted

Strategy 5:

Build a Strategic Ranked-Choice Voting Plan

We ran a multi-faceted approach to take opponents’ supporters’ votes after they dropped off by showing how Kathryn can meet their voting priorities too.

The Overview Stats

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