Joe Klein for Rochester City School Board
Joe Klein, founding board member of the six Rochester Prep charter schools and co-founder of E3 Rochester, decided to run for the Rochester City School Board in spring of 2021. To further promote his campaign, Joe turned to McDougall Communications to create custom social media platforms and develop compelling content to maximize his efforts.
Our team conducted an initial intake meeting with Joe to get a better understanding of his positioning, plans, and goals. From there, we worked closely with Joe and his campaign manager to establish custom social media platforms, which included a Facebook, Twitter and Instagram to complement his existing LinkedIn presence. We then invited followers of the Rochester City School District to like, follow and share Joe’s content in order to build a following and increase engagement, while leveraging his existing contacts as social media “ambassadors” to help spread the word.
On a biweekly basis, we created social media content calendars with social posts going out 3x/week. Posts included videos, photos, opinion pieces, infographics, quotes, and blog posts—all which aligned with Joe’s campaign strategy, messaging, and other outreach components. Keeping close tabs on his social channels, our team was also responsible for responding to related posts in real time, engaging in conversation with those who would comment, as well as providing counsel on how to address negative feedback.
To further enhance social media content, we engaged with a local videographer to shoot a series of short videos to be shared via Joe’s social platforms, which covered several pertinent topics. Our team drafted and edited the talking points to be used in each the videos.
Overall, we created a steady cadence of compelling content across all platforms, resulting in high levels of awareness and engagement for the campaign.
Joe Klein, founding board member of the six Rochester Prep charter schools and co-founder of E3 Rochester, decided to run for the Rochester City School Board in spring of 2021. To further promote his campaign, Joe turned to McDougall Communications to create custom social media platforms and develop compelling content to maximize his efforts.
Our team conducted an initial intake meeting with Joe to get a better understanding of his positioning, plans, and goals. From there, we worked closely with Joe and his campaign manager to establish custom social media platforms, which included a Facebook, Twitter and Instagram to complement his existing LinkedIn presence. We then invited followers of the Rochester City School District to like, follow and share Joe’s content in order to build a following and increase engagement, while leveraging his existing contacts as social media “ambassadors” to help spread the word.
On a biweekly basis, we created social media content calendars with social posts going out 3x/week. Posts included videos, photos, opinion pieces, infographics, quotes, and blog posts—all which aligned with Joe’s campaign strategy, messaging, and other outreach components. Keeping close tabs on his social channels, our team was also responsible for responding to related posts in real time, engaging in conversation with those who would comment, as well as providing counsel on how to address negative feedback.
To further enhance social media content, we engaged with a local videographer to shoot a series of short videos to be shared via Joe’s social platforms, which covered several pertinent topics. Our team drafted and edited the talking points to be used in each the videos.
Overall, we created a steady cadence of compelling content across all platforms, resulting in high levels of awareness and engagement for the campaign.