Wake County & Raleigh’s 2022 Bond Referenda

Schools, Parks & Community Colleges

Client

Citizens Supporting Raleigh
Friends of Wake County
Wake Tech Workforce Forward

Year

2022

Awards & Mentions

All bonds passed with a margin of over 69%

Deliverables

Branding Campaign
Website
Social Media
Paid and Earned Media
Direct Mail

A Growing Community

As election cycles come and go, municipal races are arguably the most impactful races with the direct link they have to local communities. This past years municipal cycle rivaled big races.

Although each bond speaks for itself, all three faced similar challenges due to the economic uncertainty of 2022- and a dynamic municipal election. Starting in June, the Sinclair PA team quickly realized these campaigns weren’t going to be like years past, and would require new tactics and creative ways to drown out the noise and engage both Raleigh and Wake County citizens to vote yes and…

Expand the greenway system and build new community facilities
Renovate existing parks, greenway trails and activity centers
Allow the construction of four new schools
Fund much needed air conditioning and heating replacements
Help fund safety and security upgrades across the county
Provide job opportunities for those of all ages in our community
Create a skilled workforce, which helps grow and strengthen our economy

A Ballot,

And Election Year,

Like No Other.

Our Strategy

Create three individual landing pages with distinct key messaging

Build awareness through social media about the upcoming election and bond referenda

Reach voters across Wake County & the City of Raleigh, via digital and local advertising efforts

Stepping outside the box became critical.

In the early fall, the campaign team debuted three landing pages, with the hopes of providing voters and organizations needed information and details about the bonds, and the potential impact they would have across the City of Raleigh and Wake County.

As the campaign progressed, it became evident that traditional voter outreach tactics weren’t matching up to the noisy election. The Sinclair team had to step outside the box and explore non-traditional, creative ways to enhance these standard campaigns, while emphasizing the tremendous need for these investments.

Sinclair PA helped develop a plan that worked – by reaching and resonating with local Raleigh voters. Starting with an effective message for voters about housing options the team created a website that connected voters via direct mail, digital advertising and targeted social media. The outreach helped define housing options that were:

Print Materials

The Sinclair PA team designed and distributed five pieces of mail to high performing voters meeting certain demographic and target market criteria. Overall, the five mailers were distributed to over 20,000 households within the city of Raleigh and Wake County area.