Why Parks Matter- The 2022 Raleigh Bond Referendum Campaign
A guide to a successful grassroots campaign
Citizens Supporting Raleigh
For the 2022 General Election, Sinclair Agency was asked to consult on the Raleigh Parks Bond Referendum. Our work was rooted primarily in digital content creation and strategy, which included a custom webpage for the campaign. As a newly introduced referendum, the 2022 Raleigh Parks bond campaign needed a clear and distinct identity. Alongside on-the-ground work in the community, it was important to create and share a digital identity at the start. With the outlined brand standards, the Parks bond site was designed with potential voters at the forefront of the strategy.
Timeline
August 2022-November 2022
A grassroots campaign focused on community
The design hinged on a natural flow, utilizing the dynamic color scheme to keep the audience engaged throughout the site. Interactive elements, such as the park map embedded in the Raleigh Parks website, and Q&As based on community discussions, allowed the voters to use the site as a resource to explore the impact in their communities, helping to make the campaign personal.
A digital campaign tailored for real-world success
The Parks bonds passed with a margin of over 69%. Over 2.4K visited the site from a video ad and over 3.6k visited from a static ad.
69%
Approval Rate
3.6K
Ad Clicks
2.4k
Unique Website Visits
