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VMMI IS...
Case Studies
2023
vallas
Paul Vallas
for Mayor
of Chicago
Overview: Chicago Mayor Lori Lightfoot is facing a daunting re-election challenge with weak poll numbers and rising crime dominating the conversation. Enter Paul Vallas: an experienced manager with a strong public safety background who is one of eight challengers to Lightfoot.
Campaign services
provided by VMMI:
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Website Design, Development
and Ongoing Management
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Social Media Content Generation and Management
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Communications Strategy
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Press Outreach
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General Consulting and Political Direction
The Challenge: Vallas ran for Mayor before in 2019 and did not make the runoff, and he has not successfully broken through to voters in previous campaigns. However, his strong messaging on crime and public safety coupled with the Mayor’s and other candidates’ weakness on the issue opened the door to build a compelling message. Meanwhile, Vallas labored as the only White candidate in a highly diverse city with a reputation as an under-resourced policy wonk who frequently dropped off message.
VMMI's Solution: Working with the campaign team, VMMI took ownership of Vallas’ digital content and website operations and immediately kicked them into overdrive.
We gave their existing website a much-needed design overhaul, unifying the branding, streamlining the navigation, and focusing specifically on upgrading the mobile user experience.
We also began producing multiple original daily social media posts with engaging video graphics, designed to capitalize on recent changes to the social channels’ algorithms and connect with voters on key issues.
Since our team began working with the Vallas campaign in early January, its social media engagements have exploded...
...while its website traffic soared.
We designed dozens of video/graphic hybrid posts customized to each platform that runs the gamut from policy announcements, attacks on opponents and much more.
We also took a lead role in the campaign’s media relations efforts, pushing out numerous press releases and statements that helped drive the campaign’s overall narrative and secure beneficial story placements.
Additionally, VMMI became a General Consultant to the campaign and we are contributing to overall strategy, political outreach, messaging and more in concert with other consultants and staff.
2022
cohn
Overview: The 2022 redistricting process provided Florida with an additional Congressional seat, the state's new 15th district. This new configuration is a compact, college educated district that consists largely of Tampa suburbs. The district has a high population of non affiliated voters and in previous elections has been relatively competitive. After running a successful primary campaign, Alan Cohn, a former award-winning investigative reporter, was nominated to run on the Democratic ticket.
Alan Cohn
for Congress
Campaign services
provided by VMMI:
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Website Design and Development
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Social Media Content Generation and Management
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Branding and Logo Design
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Email Fundraising
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Text Messaging
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HTML Programmatic Digital Advertising
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Targeted Facebook Ads
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Campaign Reporting & Monitoring
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Custom Microsite
Branding
The Challenge:
Campaigns at all levels faced significant challenges in Florida during the 2022 election, with strong headwinds coming from the top of the ticket and finalization of the redistricted maps delayed until the end of April 2022. The Cohn campaign faced its challenges in this cycle with a launch that didn’t occur until late June – early July, an August primary election with three other candidates, and a natural disaster occurring within 60 days of the election. Before the June 24 Supreme Court ruling overturning Roe v. Wade, our campaign content was largely focused on other issues, but we immediately realized that had to change.
Examples of our digital content pre-Roe v. Wade reversal on June 24, 2022
VMMI's Solution
Despite the hurdles the campaign faced, VMMI knew that we had a strong issue on our side — abortion rights. We aggressively used digital campaigning to build a full scale operation in a short amount of time. Our message was that Alan Cohn was the candidate to protect women’s rights and keep the government out of health care decisions, while our opponent Laurel Lee failed to take a stance on the Dobbs decision in fear of alienating her base, which further cemented her as out of step with the district.
After Dodd, we aggressively pivoted our content to highlight abortion rights.
We designed multiple sets of targeted HTML display ads and Facebook ads using visually arresting imagery and attention-grabbing typography to drive traffic to our custom microsite, Extreme Laurel Lee.
We launched our digital fundraising campaign with a little less than 3 months left in the campaign and were able to raise over
$120,000
from 66,000 donors. Our email campaign had a return on investment of 622%.
We built strong grassroots support, cultivating nearly 3,000 contributions of $250 or less, with an average contribution of $36.12.
Our 41 email blasts had an open rate of nearly
20%
Our programmatic HTML display campaign delivered
2.8 Million
targeted ad impressions to likely swing voters,
generating over 4,400 clicks to our custom microsite.
That's a successful 0.16 click-through rate and a low $3.36 cost per click.
other work
Additional recent campaign work
Carolyn Maloney
for Congress, 2022
NY State Senate 59, IE, 2022
Al Gross for Congress, 2022
Al Gross for Congress, 2022
Watch Our Campaign Ad Clip Reel:
Selected Print Work
Clip reel
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