Nonprofit, Political

The AFT Michigan team came to us prior to the November 2016 election to help promote a pro-public education majority in Michigan. By redesigning their quarterly publication, designing a persuasive mail campaign, and running a targeted advertising program online, we helped AFT communicate essential voting information to their members.

We began by redesigning AFT Michigan’s quarterly publication, the Forum, which is received by all 22,000+ AFT members in Michigan. The AFT MI team asked us to give the AFT Forum a fresh new look to boost its readership and impact among recipients. The publication features important information for voters, including a full list of endorsed candidates and absentee ballot to promote the election of a pro-public education majority. We paired a bold, contemporary look and feel with well organized content in the Election 2016 issue. The redesigned Forum better reflects the essential work AFT MI does to protect and promote public education in Michigan. We also created a sub-brand, featuring the “I vote for Kids, Schools, Public Education” slogan, that was used on rally signs, fliers, and across the web. A tear-out version was included on the last page of the Forum, which educators tore out and hung in their classrooms. The “I vote for Kids, Schools, Public Education” design was shared across Facebook leading up to election day.

A few weeks after receiving the AFT Forum, members received a series of mail pieces. We designed the mail program to reflect the look and feel of the Forum, focusing on the importance of electing a pro-public education majority in Michigan. The featured example was mailed to Michigan’s 23rd House District in support of State Representative Darrin Camilleri.

As the election grew closer, we began echoing AFT’s message to their members on Facebook. This is what we call our multichannel approach, and we’ve found echoing the same message across multiple mediums greatly increases message recall. The featured ads were displayed only in the Facebook newsfeeds of AFT members.

Services provided: Brand design, Digital ads, Social media advertising, Print design

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