As promised, we are starting our blog series about the work we did for the South Carolina Alliance to Fix Our Roads. We’re pulling the curtain back in a step-by-step process to explain how exactly we went from zero (in polling) to hero in this David vs. Goliath matchup.
For those of you who don’t like words, the blog series is mostly video along with some examples of our work. Better? Thought so.
So heres what’s in store:
#1 You Want Us to Do WHAT?!
We had just started Push’s advocacy practice when we got the call about a “challenging” assignment. As is often said, “The impossible takes a little longer.” But we had no time to waste. It was time to buckle up.
#2 Sometimes It’s Not What You Say—It’s What You DON’T Say
Our task from SCFOR was formidable. Also, we really didn’t want to talk about dollars and cents or get ‘’in the weeds” about policy. We needed something everyone could relate to. But what? We just needed to fill in that blank…
#3 On Your Mark, Get Set—Code
Task One after “What are we going to say?” is “Where will the conversation start?” We built a hub for the campaign to revolve around. The website scfor.org was our nerve center.
#4 It’s Not Business—It’s Personal
So what kind of appeal do you make to get people to take action? A pie-in-the-sky intellectual one? No, it seemed to us like we needed something much closer to home.
#5 It’s Called Social Media for a Reason
We can and do get the right messages to the right targets at the right time. Sometimes these were our fellow citizens, sometimes they were legislators—but always, the messages were designed to push people to action.
#6 “There you go again…”
When you are working on videos for issues like SC roads, you could only DREAM of finding a speech by a popular, conservative president supporting your point of view. But guess what we found?
#7 Rarely on Pause—Video at Push
Our video team is extremely talented and often busy—because they are extremely talented. They shoot, edit, record, score, animate and finish longer-form videos, memes and everything in between.
#8 Real News
In addition to getting ads and info onto social media for our SC Roads clients, we often ended up on the real media, because our efforts (and, just as often, or ads!) got noticed enough to make the nightly news on local TV around South Carolina as well as radio and newspapers.
#9 We Strongly Agree with the Polling Results
We had a lot of favorable benchmarks along the way, but one really stands out: polling. When we began, the state of roads in SC as an election issue didn’t even show up on polls. But it sure did later
#10 The Numbers Speak for Themselves
By any measure—especially numerical—the SC Roads campaign was a big success. But it’s worth taking a closer look at some of the results, to see what is possible with digital advocacy.
#11 How We Did It
Let’s quickly go back through all of the steps in the SC Roads campaign to see how it all came together. Special shout out here to the great clients we had—Bill Ross and Jordan Marsh.
As always, this work doesn’t happen in a vacuum. In addition to our clients, the SC Roads campaign was a success because of our advocacy team at Push, our talented ad team and also the designers and developers and videographers in our creative department.
You win as a team and lose as a team, and this is one win that is extra sweet.