Marketing and Engagement

Campaign

December 2023 - November 2024

Leigh for Minnesota 66A
www.leighformn.com

Position: Campaign Manager / Communications Director

Responsibilities: Crafting, sending, and implementing all written and digital communications pieces including; Social media, website, Earned media, and narrative video. Working with the Candidate to seek endorsements and craft public statements and events. Overseeing fundraising efforts and coordinating with field work to create opportunities, events, and 1:1 meetings with constituents.
Goal: To re-elect Leigh Finke to the Minnesota State Legislature in 66A and increase awareness of her work and values.

Guiding principles and strategies: 

  • Steward excitement around Rep. Finke, highlighting her groundbreaking work and commitment to the Minnesota Community

  • Emphasize the importance of legislative representation to continue the fight for equality

  • Increase awareness of Leigh Finke’s personal values and commitment to community outside of the government - trans advocacy, journalism, accessibility in media for credibility and understanding of values

Brand guide

Style guide created and maintained by me with input from Leigh Finke and external stakeholders.

EMAIL EXAMPLES

Through weekly - and sometimes bi-weekly - email exchanges, we were able to explain information to varying audiences based on indicated interest and create in tandem with social media and earned media asks and announcements.

Emails sent via Mailchimp to an email list promoted and maintained by myself and the candidate.

SOCIAL MEDIA POSTS

This is a selection of posts from Instagram that were also translated to Threads and Facebook. Selected to show brand cohesion, accessibility, and various promotional goals.

You’ll see a myriad of posts representing both events, merchandise selling, information dissemination, and a bit of fun.

PRESS RELEASES

Though earned media was largely through journalistic Op-Eds and coverage of Leigh Finke’s writing herself, I wrote and disseminated multiple press releases covering endorsements, events, and notable moments. Here are two such releases.

Video coverage

Each of these videos were filmed, edited, captioned, and disseminated by me.

For to-camera Narrative form video, I encourage you to check out this reel on my instagram (related to Leigh’s current water bills and our ongoing campaign relationship.)

They are clipped from Instagram but were also shared on a private youtube via email to important stakeholders.

Stylized radio interview from MPR. curated specifically for Instagram reels and TikTok. All audio and video editing done by me.

Video footage, captions, and movement editing all done by me. From The Twin Cities Pride Youth Night in June 2024.

Video footage, captions, and movement editing all done by me. From a Rally for Queers for Harris in August 2024.

Legislative footage clipped, edited, and curated for Instagram Reels and TikTok. From the House Floor, May 2024.

CAMPAIGN RESULTS

  • In - PERSON

    Increased event attendance by 205% (from data during the campaign in 2022)

    Raised over $27,000 in individual donations, surpassing goals

    Coordinated and received endorsements from all major labor unions, civil liberties organizations, and political leaders like Speaker of the House Jamie Long

    Over 250 1:1 conversations with constituents

  • DIGITAL

    Increased digital audience retention by 4.5% across all platforms

    Increased organic post reach by 364% on Instagram and 109% on Facebook

    Increased digital engagement by 1,590% on Instagram and 306% on Facebook

    Grew email list by 24% 

    Increased Email open rate to 86.4% and engagement rate by 48%

    Increased online donations by 14.6%

  • EARNED MEDIA & LEGISLATIVE SUCCESS

    Leigh Finke was re-elected to the legislature with 81% of the popular vote

    Facilitated National and local press coverage, leveraging Leigh Finke as a media figurehead in the Trans Movement

    Orchestrated at least 3 pieces of Media coverage per month

THERE’s MORE WHERE THIS CAME FROM!

Check out my full work portfolio, if you’ve got some time. Or you’re curious.

Either way, there’s some cool stuff in there.