Sinclair Public Affairs has proven time and time again that successful independent expenditure campaigns don’t have to be negative in nature, or funded by dark money groups. Sinclair transforms this negative perception by disseminating positive media that focuses on what candidates have done for their constituents- highlighting specific and important voter interests.
This honest, strategic, and positively focused approach to traditional independent expenditure (IE) campaigns is why our clients choose Sinclair Public Affairs to help them navigate key race campaigns and ballot initiatives across the state.
So, what is an Independent Expenditure (IE)?
An independent expenditure (IE) campaign is a political communication campaign that expressly advocates for the election, or even defeat, of a candidate(s). These types of political campaigns are unique in that they are not made in coordination with candidates, their campaign, or their political party. Most often, state organizations or associations will select candidates to endorse that have historically engaged with, or supported key issues important to their specific industry.
EX: The North Carolina Association of REALTORSⓇ endorses candidates that are committed to protecting property rights and improving affordable housing access.
Are Independent Expenditure Campaigns bad?
No! This is a common misconception, however, IEs effect change behind the scenes by highlighting crucial industry needs and helping organizations cut through the noise. Sinclair Public Affairs throws a wrench in this negative perception by helping our clients disseminate positive media that focuses on what the endorsed candidates have done for their constituents and industry- highlighting specific and important voter interests.
How does Sinclair Public Affairs do this?
In the months leading up to Election Day, Sinclair PA works with our association clients to promote critical issues specific to their industry. In this day and age, the political campaign market is oversaturated, requiring strategic communications effort to successfully cut through the noise. Sinclair PA utilizes modern communication strategies and tools to ensure messages reach relevant voters, such as P2P texting, issue-based landing pages, and an array of digital advertising coupled with traditional targeted direct mail.
Check out how Sinclair Public Affairs handled Independent Expenditure campaigns this 2022 Election Season
Traditional IE Campaign
Client: North Carolina Property Rights Fund
Sinclair PA partnered with our client, the North Carolina Property Rights Fund, this 2022 Election Season to facilitate a traditional IE campaign, employing a mix of targeted direct mail, digital advertising and P2P texting communications. In total, this campaign was involved in 12 races across the state of North Carolina- endorsing candidates that have historically engaged with, or supported key issues important to the real estate industry such as property rights protection and affordable housing access.
The trusted formula of direct mail, digital advertising and P2P texting was a resounding success this campaign season, with digital advertising alone garnering over 4 million impressions, and a win from all 12 candidates in their respective races!
The Sinclair PA positive approach was instrumental in determining the outcome for the NC Senate District 7 seat in Wilmington. As one of the most hotly contested seats in the NC Senate, this race went down to the wire. Our client, the North Carolina Property Rights Fund, wanted to increase positive communications for their endorsed candidate, Senator Michael Lee, with emphasis placed on important voter interests in his region. Research showed that there was a lack of CTV and OTT advertising for this race, so that’s where we chose to invest campaign capital. By circulating Senator Lee’s digital ads on desktop computers, streaming devices, and mobile devices (rather than just traditional cable TV), we were able to broadcast Senator Lee’s positive accomplishments to a broader scope of his constituents. This honest, positive and strategic approach was instrumental in counteracting the negative attacks by his opponent and other third party groups.
Here at Sinclair Public Affairs, we believe that reinforcing the good things that candidates have done for their constituents holds more power than attacking their race opponents. Senator Lee’s win is proof that strategic political communications can take an honest approach and still be effective.
Nontraditional IE Campaign
Client: The National Association of Home Builders
Sinclair PA partnered with our client, the National Association of Home Builders, this 2022 Election Season to facilitate a purely digital IE “Thank You” campaign- without all the traditional bells and whistles that usually accompany IEs, like direct mail and voter encouragement. Messaging for this campaign “thank you” candidates for supporting issues important to the home-builder industry, and refrained from using verbiage such as “vote for” or “elect.” Despite the non-traditional approach, this campaign was able to pierce through the saturated market and garner well over 1 million impressions using a combination of digital advertising and candidate landing pages.
