January 12 - 13, 2021
Virtual Event

The 2020 After-Action Report: Learning from the Virtual Election

Like much of marketing, digital political campaigning just advanced 5 years in 6 months. From streaming video to social ad targeting, mobile GOTV to unprecedented online fundraising and volunteering – the pandemic drove electioneering deeper and faster into virtual experiences than anyone could have predicted. And yet, traditional TV ad spend disintegrated existing records. What did we learn – about the strengths and limits of digital channels under the ultimate stress test?

For the seventh year, MediaPost’s Marketing Politics brings together Democratic and Republican campaign gurus to share the key lessons learned from the recent cycle. What worked and what didn’t in the most unusual election in modern history – where most Americans experienced candidates, decided and even voted – from home?

What lessons will political marketing bring forward from this first virtual election?

About effective media spend across TV/CTV and digital streams?

About GOTV door knocking vs. texting?

About navigating the ever-shifting social platform policies for fund raising?

About what a virtual ground game looks like?

About how national and local digital strategies diverge going forward?

The post-election Marketing Politics event from MediaPost is a 7-year tradition where Red and Blue team members pop the hood on the digital engines that drove the last cycle and will lead the next.

Join the conversation #MPMKTG

Conference Content Programmer

Steve SmithSenior Editor, MediaPost

Advisory Board

Tim Lim, Partner, NEWCO
Zachary Moffatt, CEO, Targeted Victory
Robert Aho, Partner, BrabenderCox
Tzatzil LeMair, Account Director, Sensis

 

Previous Marketing: Politics Attendees

Register for this event

Register NowAdd to my calendar

Stay Informed

Receive updates about this event:

Agenda

Tuesday, 01/12

Day 1 - Did Media Matter? Where did all those billions go, anyway? We explore the record-breaking media spend across traditional TV, digital video and social targeting.
3:00 PM ET
Opening Remarks
MC
Steve Smith, VP, Editorial Director, Events, MediaPost 
3:10 PM ET
Keynote Q&A
Interviewee
Robert Flaherty, Digital Director, Biden for President 
Interviewer
Steve Smith, VP, Editorial Director, Events, MediaPost 
3:35 PM ET
Sponsor Spotlight
3:45 PM ET
Panel: Did Media Matter?
With up to $14 billion spent mostly on media traditional and digital in the 2020 cycle, campaign operatives (let alone their donors) are left asking whether, where and how the onslaught of political messaging moved a shrunken pool of undecided. We explore how campaigns reshuffled linear TV and digital channels and the course corrections that moved needles up and down the ballot. Ultimately, the question becomes what is the role of media with an electorate that is as polarized as it seems calcified?
4:15 PM ET
Sponsor Spotlight
4:25 PM ET
Solving for Social: Data, Messaging and Policy
The social media channel was as important in 2020 as ever but far from straightforward. We explore how both parties navigated ad bans, new limitations on targeting, accuracy, flagging policies and more. We explore what we’ve learned about the future role of political micro-targeting and audience building; finding audiences for future campaigns. Did the fight over facts and misinformation monitoring have impact? Did social influencer activation redefine social strategy? And what did we learn about working with and around these platforms?
4:50 PM ET
Roundtables
For 15 years the Round Tables have been where marketers bring their questions, challenges and insights for one another to share in casual, off-the-record conversation. This Virtual conference is no different.  Webcams and Mics ON. Recording and reporting OFF.  Discuss amongst yourselves!
4:50 PM ET
The Creative Conundrum
To enrage, frighten or inspire? Did Trump-bashing change any minds? Did "law-and-ordering" activate the base? Let's discuss whether, when and how positive and negative messaging changes hearts or minds anymore?

Wednesday, 01/13

Day 2 - The Ground Game Goes Epic
3:00 PM ET
Opening Remarks and Political Marketer Survey
MC
Steve Smith, VP, Editorial Director, Events, MediaPost 
3:10 PM ET
Keynote Fireside Chat
3:35 PM ET
Panel: The GOTV Pivot
The locked-down electorate of 2020 required a radical rethinking of traditional GOTV techniques. What did we learn about digital vs. door-knocking this cycle? Will relational organizing and influencers forever change the field? And how did the data-driven ground games of Republicans deepen their base while Democrats galvanized youth? We will explore whether the GOTV lessons of 2020 will be relevant farther down the ballot and beyond the unique dynamics of 2020.
4:10 PM ET
Sponsor Spotlight
4:20 PM ET
That Money Panel: Is 2020 the New Normal?
With passions running so high this cycle, fund-raisers are already asking if 2020 was a black swan event or a model for political money-raising going forward. ActBlue and WinRed drove gushers of cash into local races, while live and virtual fund-raisers struggled to navigate the pandemic. And yet Democrats underperformed expectations despite record funding. Republicans suffered questions about where $1 billion went? Will donors large and small be a harder sell next time?
4:45 PM ET
Roundtable
For 15 years the Round Tables have been where marketers bring their questions, challenges and insights for one another to share in casual, off-the-record conversation. This Virtual conference is no different.  Webcams and Mics ON. Recording and reporting OFF.  Discuss amongst yourselves!
4:45 PM ET
Roundtable: Person-to-person Marketing
From relational organization to social influencers to P2P mobile canvassing…mobilizing personal networks and the neighborly nudge flourished this cycle. What did we learn about the potential for these channels to play larger roles in future campaigns?

Speakers

Robert Flaherty

Biden for President
Digital Director

Steve Smith

MediaPost
VP, Editorial Director, Events

Related Stories From MediaPost

Contact Us

Speaker Consideration

For speaker consideration please complete the speaker proposal form. Due to the high volume of speaker proposals that we receive we will only be able to notify those whose proposals have been selected. All proposals must go through this form, no exceptions. Do not contact other MediaPost representatives regarding speaker opportunities.

Sponsorships

For questions regarding sponsorship of this event please contact Jon Whitfield, VP, Event Sales at jon@mediapost.com.

Press

For press inquiries, please contact Ken Fadner at ken@mediapost.com.

General

For general summit inquiries please contact Maya Abulashvili, Coordinator of Events and Conferences at maya@mediapost.com.

VIP Program

For questions about or to apply to the VIP Program please contact Kevin Massa, Manager of Brand & Agency Relations at massa@mediapost.com.

Quality Pledge

MediaPost strives for excellence in its coverage of media, marketing and advertising. Our mission is to critically engage key questions for brand marketers, media buyers, sellers and emerging platforms. We choose speakers exclusively for their ability to bring perspective and insight to our stage. All conferences are programmed by proven, expert, unbiased journalists. MediaPost has never and will never engage in "pay to play" conferencing.