The New Jersey Asphalt Pavement Association (NJAPA) is a professional association dedicated to promoting the application of asphalt throughout New Jersey. With only a few weeks to the election in 2016, NJAPA was looking for help on a campaign to encourage voters to “Vote Yes” on Public Question 2 (PQ2), a gas tax amendment that would dedicate funds solely to infrastructure projects.
Education was a key strategy for the campaign. Through social media outreach and Google display and remarketing ads, users were driven to a brand new website chock full of information about asphalt and why voters should “Vote Yes” on PQ2. In a few quick weeks, I led the website redesign and buildout, designed social media graphics, produced a video, and created all the display ads.
The campaign yielded a successful “Yes” vote, a significant amount of awareness for the organization, and provided NJAPA with a new, more powerful website.
Being an education campaign, social media was used to communicate directly to NJ-voters. Artwork and video content was created to be shared on specific platforms where conversation surrounding Public Question 2 was most common.
Between October 11 – November 8, 2016