January 20, 2022
Washington, DC

Mapping the New Voter Journey

As the 2022 mid-terms loom, political marketers face some of the same moving targets as consumer brands in a post-pandemic environment. Media habits have shifted and fragmented wildly. Customer/voter journeys are highly personal and as entwined in news, social and influencer networks as they are engaged with formal messaging. The retail opportunities (a.k.a. voting) is now stretched across in person and remote and far outside traditional windows. An omnichannel approach seems to be the only hope of staying top of mind. But where will the money and the messaging head before November?

This edition of MediaPost's Marketing Politics breaks down the dizzying challenge to map the new voter journey into its basic marketing components. How do you control the narrative, engage your constituencies against the competition, drive them to action?

We will Explore:

  • The marketing lessons of the 2021 Virginia and NJ races
  • TV/Video media planning in a streaming environment
  • Omnichannel GOTV approaches
  • How operatives from both parties are planning for the key battleground contest: controlling the House

For nearly a decade every January, MediaPost's Marketing Politics sidesteps the horserace betting and partisanship to surface the inside game of where and why the marketing and media tacticians behind the campaigns will be placing bets.

Join the conversation #MPMKTG

Conference Content Programmer

Steve SmithSenior Editor, MediaPost

 

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Agenda

Thursday, 01/20

1:00 PM
1:00 PM ET
Opening Remarks
MC
Steve Smith, VP, Editorial Director, Events, MediaPost 
1:15 PM
1:15 PM ET
Panel: The Strategic Lessons of Virginia and NJ Governors' Races
We get beneath the hand-wringing over Republican and Democrative positioning and zeitgeist to explore lessons on media channel, allocation and organization strategies from the two gubernatorial races that took many by surprise. What role did TV and digital strategy, timing and spend play in defining candidacies and responses to opposition? And as the mid-terms approach, what did we learn about coordinating the ground and air games to battle voter disengagement?
1:45 PM
1:45 PM ET
Keynote: The Congressional Battleground: DCCC
2:15 PM
2:15 PM ET
Keynote: The Congressional Battleground: NRSC
2:45 PM
2:45 PM ET
Coffee Break
3:15 PM
3:15 PM ET
Panel: Engaging the Lower Funnel: GOTV in 2022
The post-pandemic voting lanscape has to contend with diverse voting windows, mail and live channels, as well as education, even as it battles the timeless challenge - voter disinterest. And both parties understand better than ever that GOTV is about longer horizons - earning voter interest through ongoing conversation, not whipping late October interest. Like their consumer product counterparts political marketers are taking an omnichannel approach to GOTV that recognizes this more complex customer jounrey, Email, SMS, direct mail, call centers, peer-to-peer processes - all on tap - but in what combination, with what messaging, timing, and targeting? How are GOTV pros mapping the voter journey towards engagement in the mid-term environment?
3:45 PM
3:45 PM ET
Case Study
4:15 PM
4:15 PM ET
Panel: Is TV Still TV?
TV still rules for most candidates, devours campaign budgets and drives messaging. But as eyeballs flee linear broadcast for AVOD streaming experiences, Live Social, Digital short form, and even ad-free SVOD enclaves, what is a TV plan now? How have these different experiences shifted allocations? As TV becomes more targeted, how should political media teams rethink messaging, reach the unreachable, manage budgets? Is TV still TV?
5:00 PM
5:00 PM ET
Cocktail Party

Speakers

Steve Smith

MediaPost
VP, Editorial Director, Events

Venue

Hyatt Regency Washington on Capitol Hill, DC
400 New Jersey Avenue, NW
Washington, District Of Columbia, 20001

Within Hyatt's inviting accommodations, you'll find gracious service, deluxe amenities, extensive business facilities - among the largest in the city - plush Grand BedsTM, tempting dining, newly remodeled ballroom level and meeting space. Enjoy easy access to all historic attractions of the nation's capital from Hyatt Regency Washington on Capitol Hill. The hotel is conveniently located by Union Station for easy transit to exciting DC attractions, including the White House, National Mall, US Capitol and Smithsonian.

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