Driving Voters to Action
How Truscott Rossman Created Change Through a Tidal Wave of Content
The West Michigan Policy Forum’s Wavemakers Campaign
I. Summary
To boost conference attendance and tell engaging stories about growth and opportunity, the West Michigan Policy Forum launched its Wavemakers micro-campaign. The campaign's primary message appealed to Michiganders’ desire for the state to be a place where families, business leaders, and entrepreneurs would thrive.
Key Metrics
82% increase in email subscribers
Over 27,000 total page views, with 75% of total traffic going to the Wavemaker landing page
Over 5 million total impressions
II. The Challenge
After two years of anti-business legislation in Lansing, the pro-business policy organization, the West Michigan Policy Forum, sought to connect with and mobilize like-minded individuals throughout the state. The organization is led by successful business leaders from West Michigan, and a way to connect with the next generation of small business owners and supporters is needed.
The problem? The group they hoped to connect with and educate is generally focused on keeping their businesses running. They don’t have time to learn about today’s policy ideas that might create tomorrow’s small business challenges.
III. Our Approach
How We Delivered Results
TR launched a separate campaign targeted at a new audience that would likely support the organization’s policy goals. The campaign was the first time the WMPF advertised to generate grassroots support and engage individuals outside its investor organizations. This required a microcampaign and separate branding, which didn’t sell WMPF, but rather the policy ideas the organization supports.
Key Tactics
Targeted ads went live in zip codes connected with 10 Michigan House districts. Retargeting was used to reach interested audiences, and a dedicated email campaign kept new newsletter subscribers engaged and informed.
Unique Insights
Based on available message testing, TR created a campaign offering solutions and momentum to those hoping to make policy and political change. The “Wavemakers” campaign invited a look-alike audience, created from existing WMPF email subscribers, to join the wave in support of pro-business solutions.
Process Explanation
The campaign was designed as an intentionally separate brand from the WMPF, targeting small business owners and community business leaders by mirroring existing active lists and profiles.
IV. Implementation and Execution
Putting Our Plan Into Action
The Wavemakers campaign was an entirely digital effort. Once approved, the landing page was created, and paid advertising began. Our team moderated comments and ensured the campaign progressed, moving people through it to gain long-term subscribers and supporters.
Timeline/Milestones
Phase 1 (May-July 2024): Create a look-alike audience based on current WMPF email subscribers and target key zip codes throughout Michigan.
Phase 2 (August-September 2024): Retargeting the campaign to interested audiences and launching an email campaign dedicated to new subscribers
V. The Results
Quantifiable Outcomes:
82% increase in email subscribers
Over 27,000 total page views, with 75% of total traffic going to the Wavemaker landing page
Over 5 million total impressions
Impact on Client’s Goals
The Wavemakers campaign was one of the many campaigns that targeted swing voters during the 2024 election. The campaign experienced overwhelming positive activity in the 10 Michigan House Districts represented by the targeted zip codes. Of those districts, six of the pro-business candidates won their elections. The WMPF is not a political organization, and the campaign did not endorse any candidates. However, in an election where less than 500 votes decided some seats, the Wavemakers campaign was one of the active voices highlighting and educating the importance of pro-business elected officials.
Long-Term Benefits
With an expanded audience, the WMPF can activate a broader coalition on policy issues to help grow Michigan’s business climate.
VI. Key Takeaways
Summary of Success Factors
In a crowded political and policy landscape, content offering solutions and activities gained a fast and lasting following across Michigan. Voters are looking for opportunities to join, connect, and learn.
Applicable Insights
Cast aside the WMPF’s policy-forward talking points and use research and insights to create a campaign that inspires the audience to make a lasting impact.
Trust Truscott Rossman
Truscott Rossman’s partnership with the WMPF and commitment to big ideas and creative solutions led to a successful campaign and investment.