Data & Analytics
Data is the foundation of winning campaigns. Voters are not created equal (even in the same party) and we leverage our data models to understand unique voter characteristics. We then design winning campaigns by targeting voters with content and messaging that will best resonate with them.
Case Studies
Research, Modeling, & Analysis
Third Coast is data-driven. From determining the district level and nuanced issues, projecting voter turnout, and then building – using hundreds of data points – voter personas and typologies, Third Coast starts with the data. From here, we leverage our two plus decades of campaign and corporate experience to make educated judgements on overall campaign strategy.
The up-front research, modeling, and analysis result in the following deliverables
- Candidate Action Plan. The Candidate Action Plan provides the framework and guideposts for the core issues, brand image and positioning, and voter analysis. It also provides the organizational framework by mapping out endorsement sessions, canvassing events, and other major milestones, i.e., fundraising, etc.
- Voter Message Mapping. The voter mapping is one of the most powerful frameworks as it sets the foundation for voter engagement. The Voter Message Mapping deliverable shows the unique voter typologies, the issues that are most important to them, the messaging structure that will best resonate, and the channels.
- Media Management Framework. The media management framework is the next step after the voter message mapping is completed. This is the library of content – digital, print, TV productions – that is needed to successfully execute the campaign strategy. By cataloging and curating in advance, the campaign can identify what content they have and what needs to be designed and created. This saves time, energy, and allows for a smooth launch.
Third Coast has worked on dozens of campaigns focusing on district analysis, producing key insights and voter typology reports. We have also worked on campaigns where we have set the overall strategy and led the execution. Regardless of the scope, Third Coast starts with the data and then we leverage our deep campaign and corporate experience to work with you on developing the optimal strategy for your budget, with one goal in mind: to WIN!
Voter Segmentation
Voter segmentation is the foundation for a winning campaign. Not all voters are created equal – even within the same party. Pew Research has identified nine distinct voter types – four unique Democrats, four unique Republicans and one middle group. This research goes back and has been updated for the past 35 years. The point is that sending one message to all voters is not effective.
Third Coast creates voter typologies based on hundreds of data points and incorporates district level nuances to arrive at different voter groups. For example, the following may be unique voter groups:
- Young, Single Professionals. Ages 25 to 34, comprise 30% of the district, but projected to be 15% of the overall vote. This group is relatively apathetic and is disproportionately concerned with corruption issues
- Stressed Parents. Ages 34 – 50, generally both parents work with average household size of 4 (two children). Primary concern is school and public safety. They comprise 40% of the district and projected to be 20% of the overall vote.
- Older Mainstays. Age 60+, strong roots in the district. This group is disproportionately concerned with national level issues like high inflation (for which a local level election has no control). They are 30% of the district but projected to be nearly 65% of the overall vote.
The groups above are all affiliated with the same political party, but as the voter typologies reveal, what is top of mind for them differs based on their specific stage in life. While all of these voters may believe – to varying degrees – with the party platform, not all of them will prioritize these issues nor will those issues motivate them to vote. For example, a campaign that focuses on the core issues of public safety will resonate with all voters but it would not drive or properly engage the Young, Single Professionals and Older Mainstays because these are not top of mind issues for them.
Third Coast understands that a message can resonate but not engage. We bring over two decades of experience leveraging data to build voter profiles and designing creative and messaging that speaks, resonates, and engages the unique voter typologies based on what is top of mind for them. A one-size-fits all approach will not work.
Test & Measurement
Winning campaigns anchor their strategy, voter targeting, and execution in data. But, winning campaigns also understand that new information becomes available and in the world of politics, every day brings a change that may require pivoting from the campaign plan.
Third Coast builds the strategy with data and then continuously tests, monitors, and updates accordingly. The ongoing monitoring is done through a number of methods:
- Issue development and changes. Polls and constant monitoring of local social communities of interest, i.e. “Friends of” Facebook or Instagram forums. Other ways involve community engagement and leveraging relationships with key political players.
- Digital testing. A key differentiator with digital advertising is that you can monitor return on investment and optimize in real time. For digital, both reach and effectiveness can be measured and if adjustments are needed, those can be made in real time with no effort. TV can be measured for reach but effectiveness is impossible to test.
Third Coast’s operating method is to build the creative based on the voter segmentation voter typologies and catalog and curate the content and channel strategy via the Media Message Mapping & Media Management Framework. Where Third Coast differentiates from other firms is because we have set a foundation for the campaign strategy and organized an execution plan, based on new information, we can quickly update content and targeting to adjust in real time.
Third Coast builds data driven insights into the decision making process so the campaign optimizes success and positions toward winning!