One vote stood in the way.
Florida Citrus Sports, the not-for-profit organization that manages Camping World Stadium (CWS) in Orlando, Florida, needed the approval of the Orange County Board of Commissioners to move forward with completing renovations to the Stadium. The goal was to sway the public to tell their County Commissioners to vote yes to completing the renovations on the stadium.
Four of six against.
Four out of the six County Commissioners had expressed opposition to approving further renovations. Before we got involved, they had been struggling to garner the support needed to move forward.
The four opposed Commissioners wanted to use the money on other projects and were arguing that the location of CWS was not ideal. Some preferred building a new stadium altogether in a more lucrative area of Orlando. CWS is situated in a low-income community, so the opposition wanted to move it to a more tourist-friendly location.
Microtargeted, in two languages.
MDW developed digital advertising solutions in both English and Spanish to reach voters across mediums. We microtargeted voters in the Commission districts of the four Commissioners who were opposed to approving the money for continued renovations. We also built a landing page with information on what CWS brought to the community, as well as directives on how to contact County Commissioners.
In our digital advertisements, we addressed many of the common arguments AGAINST the renovations by highlighting the economic benefits to the County at-large, as well as the benefits to the underserved community that CWS is situated in. We also created static ads aimed at each of the four opposed County Commissioners that delivered directly to constituents in their districts.
