Nashua democratic city committee

The Nashua Democratic City Committee is a longstanding city committee with a track record of robust engagement and volunteer participation. In 2017, the committee was pressed by me and others in the city to up their game and deliver a professional slate program. A candidate at the time, we agreed to work as a team for the at-large and alderman seats as well as the school board. As a marketing consultant, my team delivered coordinated slate walk cards and a 3-drop mail program that garnered 15/15 seats on the BOA and 3/4 seats. We repeated this campaign in the years since that launch and have been equally successful—taking all 27 seats in the house and sweeping the Board of Aldermen a second time.

What worked

The NDCC story is deeply rooted in our values of clean, consistent messaging and branding. By professionalizing the slate program in a traditionally non-partisan race, we turned out good Dems and won big. On Election Day we may have seen a postcard or two tucked in a purse. In 2021 we recommended that the NDCC add digital ads to the mix. We ran ward-specific display ads and citywide display and social media ads that directed voters to a ward level Democratic voter guide. In a year when the Republicans in Nashua were more active and better funded than previous years, our comprehensive campaign helped to hold the line and keep a Democratic majority on both boards. Our specific efforts on the school board kept dangerous Republicans out—winning all four seats. 

What we did

• Coordinated mail program with 3 drops in 9 wards

• Coordinated slate walk cards for 9 wards

• School board-specific mail and slate cards (2021) 

• Integrated digital campaign with display + social (2021 only)

• Full photoshoot with headshots and group shoots (2021 only)

• Website integration