Your service can help campaigns win, but first you need to win your own campaign.  Selling your services to a campaign requires a strategy of its own; we call this the "art of the pitch". Learn from the pros how to conduct research, develop strategy, create a presentation, and deliver your pitch to secure the job and build your business. 

Certificate Program Eligible: Business Fundamentals C3 Marketing & Selling

Propelled most recently by Covid and the need to use resources efficiently, campaigns have transformed how they use technology to mobilize voters. Join this session to learn how voter contact tech has evolved, where it is headed, and the tech-hybrid future.

As viewing habits and political media plans continue to shift, there’s a natural tension between Digital and Television content. This panel will explore the distinct types of video content that campaigns create, the overlap between them, and the unique challenges created by tight timelines and limited production budgets.

Certificate Program Eligible: Communications A4 Media Production

TVB will present 2022 Voter Media Usage and Influence data from Dynata, GFK and Engagement Labs. These studies include research on Voters’ relationship with traditional media as well as streaming video, mobile and social media.  Political decision makers will find the presentation extremely valuable in helping them win races by better understanding how to reach their target voters!

Voter turnout in 2021 gubernatorial elections significantly surpassed previous off-cycle election turnout, but more notably the myth that high turnout rates predict election results was refuted. 2021 turnout data revealed important trends and implications for future elections' turnout that will be shared by a panel of leading political pollsters and analysts to guide voter strategy for current and future campaigns.

Learn how to allocate and optimize media spend across digital and linear platforms as you hear the experts discuss how media has evolved to more efficiently extend reach to attract, engage with and influence voters.  

Certificate Program Eligible: Campaign Tech B4 Media

Every political ad maker has their own take on the creative process. However, we all begin with raw research that ends with a finished product on screen. What takes place in the middle can often seem to be a black box. This panel will explore how different ad makers come up with winning concepts.

Certificate Program Eligible: Communications A3 Creative Execution

Political and brand marketers have access to unprecedented amounts of analytics to better identify and reach potential supporters. With the streaming wars heating up, the shift to actionable insights through analytics is transforming how political and brand campaigns alike plan and execute their media. Join leading experts as we explore how analytics is being used to deliver better campaign results.

How do committees decide to hire their vendors? What are the best presentation techniques for campaigns, Super PACs and Party Committees? More importantly: what are the don’ts? Learn from the people on the other side of the table, the ones who award work. Listen to their perspective on how they make decisions, what they are looking for, and experiences on great pitches. 

Certificate Program Eligible: Business Fundamentals C6 Leadership

Will we ever get to a single data source for all voter contact?  Data silos present one of the most frustrating aspects of political campaigns. Learn where solutions are emerging to help break the data divide.

Certificate Program Eligible: Campaign Tech B5 Data Management

Learn how best to deal with unforeseen obstacles that can derail the best laid plans, and share how obstacles can sometimes turn into opportunities for an even better ad. 

The stakes are higher than ever for political campaigns. As political marketers plot their winning midterm strategies, they’re embracing streaming TV as an essential channel to reach voters. But as more political campaigns ride the streaming wave, demand for premium OTT inventory is skyrocketing. Savvy political marketers must plan and secure inventory early.

The session will unveil findings from a new OTT survey and offer insights from strategists and buyers on new data-driven innovations and smart buying strategies for building and executing effective streaming TV ad campaigns.

Key topics:

• Inventory scarcity and the importance of premium content; how to avoid getting preempted in a saturated advertising market
• The imperative of brand safety and combating ad fraud
• The value of in-depth and transparent reporting
• Innovations in OTT targeting capabilities for reaching voters
• How pairing OTT + linear achieves greater outcomes

Fundraising is the backbone of every impactful political campaign. We’ve seen digital and texting revolutionize the world of fundraising, but what’s next? Learn from the best in the business about the newest platforms and trends in fundraising.  

Certificate Program Eligible: Campaign Tech B7 Fundraising

What do you do when there’s no time to test a message or when instinct tells you to pass over the best testing message to try something farther down the list?  Find out when it’s okay to trust your gut and propose going off script in an ad campaign.

Data availability and usage have become the ultimate tool in the migration of political media from traditional to digital. The use of the data does not take a single form, and there are very different practices in the way data can be utilized. For consultants with a history in traditional media, questions like, what are the sources of campaign data, how can the data be used in media placement, and how this increases media placement efficiency all arise. Join Ryan Ray (Regional Vice-President of Sales of Causal iQ) as he answers these questions and more with Matthew Hedberg (VP, General Manager – Semcasting), Chazz Clevinger (CEO – OneClick Politics), Andrew Tavani (Executive VP Data – Aristotle), and Iwalani Camacho (Sr VP Media – Brunet Garcia).

Please join us for a deep dive on Google and YouTube ads best practices as well as key information to keep your clients and campaigns secure online.