Vote Yes on Proposition 101 Online Campaign
Gordley Group played a crucial role in the 2017 Invest in Tucson initiative, which aimed to secure the approval of Proposition 101—a ballot measure permitting a half-cent sales tax in Tucson to fund road repairs and provide new vehicles, equipment, and facilities for the Fire and Police Departments. The campaign encountered significant obstacles due to longstanding voter opposition to tax increases and a general distrust in government. To address these challenges, Gordley spearheaded a robust grassroots campaign utilizing social media and digital advertising on platforms like Facebook and Instagram, along with a dedicated blog. To foster community understanding and support for Proposition 101, we developed visually appealing and straightforward infographics, produced a series of videos featuring animated graphics as well as interviews with firefighters, police officers, and community members, and created a website alongside door-to-door outreach materials, all built around a unique campaign brand. Gordley was quick to respond to public comments on social media, ensuring voters felt acknowledged. Daily monitoring of public feedback and perceptions, along with polling data, required ongoing refinements of messaging and strategies. Our real-time analysis of digital ad performance often necessitated prompt updates to messages and design elements to enhance effectiveness, sometimes within a day or two, even if it involved creating new videos. Despite the oppositional atmosphere, Gordley successfully forged a strong online presence and conveyed a clear message regarding Proposition 101. Over the campaign's duration, metrics such as page views, likes, actions, engagements, and overall reach consistently increased, ultimately reaching hundreds of thousands of individuals. The most popular videos tallied around 200,000 views by the campaign’s conclusion, while the initial Facebook post managed to reach nearly 20,000 people, despite having few likes at the time. The proposition ultimately passed with 60% approval, garnering 41,260 "Yes" votes compared to 25,413 "No" votes. Gordley’s online efforts earned a 2017 PRSA Impact Award in the Government/Public Affairs category.