Vote!MD

Make a Plan to Vote

In preparation of the 2024 election cycle, the Maryland State Board of Elections needed help developing a statewide campaign that promoted awareness for the upcoming primary and presidential elections. Additionally, they needed help developing a landing page that fostered education around voter registration, the many ways Marylanders can cast a ballot, deadlines, and polling locations. We started by developing a concept that any Marylander could get behind—VOTE!MD—a completely non-partisan effort that encouraged people to make a plan to vote.

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A mocked-up bus shelter ad featuring three people and campaign language, reading “Use your voice. Use your vote.”
A mocked-up newspaper ad featuring three people and campaign language, reading “Make a plan to vote!”

Multi-Phase, Omnichannel Ad Campaign = Lots of Impressions!

To support a robust, multi-phase omnichannel marketing campaign, we planned a two-day video shoot featuring real Maryland voters. We cut together dozens of videos that educated, encouraged, and simplified the voting process. Everything drove back to a landing page that, in addition to educational content, included a slew of resources voters could use to register, identifying polling places, and more.

Maryland Voter Awareness

  • 26+ Million Campaign Impressions
  • 7.3 Million Videos Played
  • 61% of Voters Meta Ads Reached
  • 351k Landing Page Clicks
A mocked-up billboard featuring three people and campaign language, reading “let’s make a plan to vote,” appearing above some election information.
Three ads on phone screens featuring multiple people and relevant campaign language in English and Spanish.
Three banner ads used during the campaign featuring a selection of campaign messaging and election information.
A mocked-up magazine ad featuring three people and campaign language and election information.
A behind-the-scenes photo from the campaign photoshoot featuring a man pointing at the camera.
A behind-the-scenes photo from the campaign photoshoot featuring a woman on set, facing a camera and video monitor.

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