4/4 Solutions recently had the opportunity to work with a client on a short-term paid media campaign. The client—a Political Action Committee focused on increasing revenue for the local school system—had a critical need: money that was provided to the school system through a tax increase was set to expire and was up for a vote. To get the measure to pass, they had to reach specific, local voters to encourage a “Yes” vote on a funding initiative. The challenge was that they had no existing digital presence or advertising knowledge. Their current use of social media was also limited to a Facebook group.

• The Problem: The initiative required widespread awareness among a highly localized voter base. However, the client lacked the expertise and established digital channels to execute a targeted campaign. They didn’t have the foundations set to run an ad campaign on Facebook and needed assistance. 
• The Goal: Build and execute a first-ever social media campaign to maximize awareness and ensure the message was delivered efficiently to the intended audience before the election. We also needed to build the page and ad creatives for the campaign.
• Target Audience: Registered voters residing specifically in the Hanover Community School Corporation area of Lake County, Indiana.

Strategy & Execution: Hyper-Local Targeting and Unified Creative

The strategy focused on maximizing the Reach and Frequency within the limited geographical target. This was to ensure the campaign was seen by the greatest number of unique voters multiple times.

A. Hyper-Specific Geographical Targeting

• We leveraged Meta’s sophisticated location targeting tools to define a custom audience within the Hanover Community School Corporation area.
• This ensured the budget was spent solely on the eligible voting population, minimizing wasted spend outside the critical zone.

B. Unified Multi-Format Creative Strategy

• We executed a variety of visuals all surrounding one clear campaign message (the importance of voting “Yes”). This meant creating separate visuals for each way that Facebook distributes their ads. 
• Optimization: The campaign was optimized for reach, prioritizing showing the ads to the maximum number of unique users within the target area.

 Results & Impact: Maximizing Visibility Among Key Voters

The success of the “Vote YES!” campaign demonstrates the critical importance of a data-driven approach. Given the client’s lack of a digital foundation, the strategy successfully prioritized maximum reach and message saturation within the tight geographical boundaries of the Hanover Community School Corporation.

By combining hyper-specific Meta location targeting with a unified, multi-format creative strategy, we were able to efficiently deliver the message to over 41,000 unique individuals. This effort not only built a foundational digital presence for the client but was a key component in generating the community awareness and motivation required. Ultimately the measure passed and secured essential funds for the school system. This campaign serves as a powerful model for leveraging paid media to achieve high-stakes, local advocacy goals.