Solutions

Grassroots Targeting uses a variety of tools to Target The Right Person With The Right Message. Each client is unique. Therefore, we work closely to develop the best strategic plan to ensure their success.

Microtargeting & Online Solutions

Microtargeting
GT In Action
GTAC
Voter Turnout
Targeted Online Marketing
Social Networking
Data Management & Acquisition
Mapping
Survey Research
Custom Websites

Microtargeting

Advertising/messaging had traditionally been executed on a macro level. Audiences are typically targeted on geographic borders and/or demographics. Microtargeting allows you to target individuals. Through predictive analysis, Microtargeting can identify prospects and determine their degree of interest and receptivity. Microtargeting will also help determine which specific messages should be delivered to these prospects allowing you to hone in on each unique audience with a message tailored to their individual interest and priorities and thus most likely to persuade and motivate their engagement.

Not only will Microtargeting vastly improve the effectiveness of outreach and messaging, but it will make you more efficient as resources are spent only on the most ideal and receptive targets and on the messages most likely to resonate with them individually. Consequently, Microtargeting will result in a much greater return-on-investment.

GT In Action

Web Enabled Master Database - Your data, you control, Microtargeted, all in one place for victory

Voter turnout will be the difference between victory and defeat in competitive races up and down the ballot this year. Effective GOTV efforts will be critical to success, and we want to make it easy for you to target your voters with the message that will best motivate them to cast a ballot and increase turnout for your candidate.

All roads to successful voter contact start from your voter database. Grassroots Targeting’s philosophy has long been to offer the most targeted, streamlined and user friendly database for a campaign to readily achieve the greatest benefits from your data. Out of this vision rose GT In Action, a robust, state of the art, web-enabled voter file database for your campaign.

Our GT In Action political database will be the hub of all your campaign data, fully integrated, easy to use and accessible from anywhere. Your link between strategy and voters, manage, enhance and leverage your data with GT In Action.

GT In Action’s purpose is to put all data in your hands to be easily customized, shaped and deployed, ensuring the greatest realized value of the information you hold. GTIA combines people, numbers, research, and technology into an easy to use voter file database that becomes more of a partner to your campaign than just another campaign tool.

Use GTIA to:

pull your basic counts and lists,
upload updates and additions to the voter file, and
output selects for mail, phone and walk lists.

Go a step further with its ability to:

manipulate Microtargeting data,
overlay multiple selects and
search or update records.

GTIA enables you to deliver the right message to the right voter for a more effective and efficient voter contact program resulting in a much higher return on your investment, versus the “Shotgun at the Barn” techniques many campaigns are forced to spend time and money on. GT In Action will allow you to identify and target the voters you need with the messages that best resonate on the personal level.

We want to see your campaign get the most out of vast amounts of available data, beginning with your basic voter file, leveraging valuable insights in the precise execution of your contact strategies. Accomplish this goal with GTIA.

Learn more about GTIA and how it can be fully integrated into your campaign strategy by checking out our GTIA Infographic.

Grassroots Targeting Action Center (GTAC)

gtac-200 The GTAC is a powerful online toolbox for your supporters to spread the word and get recognized and rewarded for their help. GT has extensive experience developing successful online grassroots communities. Blaise Hazelwood and Serenety Hanley led the groundbreaking GOP Team Leader online activist program at the Republican National Committee from 2000-2004. Their efforts have been nationally recognized for bringing social sharing and gamification to online grassroots - long before Facebook. GTAC 1.0 has been successfully used by the Governor Bobby Jindal campaign in 2007 and 2011.

GT has developed GTAC 2.0 - a full-blown action center in a widget, with microtargeting baked right in. GTAC 2.0 allows any website, on any platform, to set-up a custom action center - fully housed in their website. No need to link out to someone else's server. Volunteers will never have to leave your website to login and perform tasks. Plus, campaigns will be able to finally microtarget their volunteers and match them to the voter file. For a live demo, contact Alan Gore.

Voter Turnout

Blaise Hazelwood led the 72 Hour Task Force at the Republican National Committee. She spearheaded the task force to discover exactly what it takes to turn out a voter. For example, in 2001 we saw that robocalls and television were not a solution to every problem. Task Force results proved that people and mail had a profound impact on turnout. Phones played a key role as well, but volunteers beat paid phones in every comparison test from ID calls through advocacy to GOTV calls.

Today, eleven years later, we take many of the findings of those tests for granted, but the now common sense principles are the result of large amounts of party resources directed in 2001 towards activating and invigorating the Republican Party’s victory programs.

72 Hour Task Force core findings continue to hold true, and we now have new technology that allows us to take 72 Hour to an exciting new level. Learn more about the 72 Hour Task Force.

Targeted Online Marketing

In today’s hyper-connected information age, an active online presence is no longer a unique advantage; it is a necessary and critical piece of any successful campaign. Every day, people are relying less on traditional mediums as their primary source of information and more on interactive, real time sources such as social networks, search engines and websites. Ninety-two percent of 18-29 year olds and seventy-nine percent of all adults in the United States use the internet. The internet, and even social networks, are no longer for younger audiences as older Americans become more engaged on the web. 62% of adults watch internet videos while more than a third frequent social networks such as Facebook and Twitter. To be successful, you must build a complete online campaign that delivers your message to your targets where they are.

However, a successful communications plan with voters or customers should integrate and work hand in hand with traditional means of communication as well as a comprehensive grassroots campaign to ensure success. With the dual tracks carefully crafted and implemented, Grassroots Targeting will create a synergy in your campaign that will exponentially increase effectiveness and ensure strong results. Your online activists will become foot soldiers and vice versa. Your online messaging will supplement and reinforce your traditional messaging and vice versa. We will help you design and implement a single, unified campaign on multiple harmonious tracks.

In building a robust online presence for your campaign, Grassroots Targeting can employ some or all of the cutting edge methods and message vehicles below to attract and activate supporters.

Fully functional and interactive website
Social networking profile: Facebook, Twitter, YouTube, Flickr, LinkedIn, Etc.
Email: Customized, segmented, integrated with social networks
Online Grassroots Headquarters: Tell a Friend, Letter to Editor, Etc.
Fundraising
Search Advertising
Image Ads
Text Ads
Interactive Video

Grassroots Targeting can also supplement your online program with our comprehensive and user-friendly mass email system, offering the latest tools to make your email program the most dynamic and effective possible. With a large portion of communication and information sharing now taking place electronically via email, political organizations must find innovative ways to leverage the popular medium to its greatest potential in fulfilling their outreach objectives and achieving critical goals.

Email communications should be a cornerstone of your voter and consumer contact strategy. Email is both effective and efficient with immediate delivery and low cost relative to traditional mailings. Email also allows your supporters to easily spread your messages and news among their friends. Using the latest available technology and innovative designs, you can gain a substantial advantage with your email strategy.

Grassroots Targeting can help you maximize your mass email sends. We will design attractive templates, help determine content and plug in fundraising campaigns and graphics that will draw attention and raise dollars.

The Grassroots Targeting email platform will allow anybody at your organization to send out an email with pictures, videos and action items using the cutting edge features of our email platform: List Management, Segmentation Management, Creative Management, Send/Schedule Management, Content Testing, Real-Time Reporting, Database Synchronization, Newsletter Catchup and SocialSync to social networking profiles.

Social Networking

Merely having accounts on social networks is not enough. Supporters expect something in return for "liking" or "following" someone. This is where we can help you.

Our team will grow and nurture your online relationships, finding the right influencers for your campaign to connect with and grow your activists base for victory.

Social networks aren't limited to Facebook and Twitter, and GT is on top of the latest networks and whether they are effective tools for your campaign.

We not only take advantage of the latest Facebook tools and leverage them with highly targeted Facebook Ads to activate and grow your fan base, we make sure you are using every available tool to reach out and effectively communicate.

With stats like these, you can't afford to not use social networking:

82% of U.S. adults are now social media users
88% of those are registered voters
Majority will use social media to learn more about candidates this year, including 40% of oldest age bracket
4 of 10 say information is as impactful as traditional sources

SOCIAL TRACKING

We have new, cutting-edge tracking capabilities that allow us to measure your social media presence, see top shared messages and help you develop a messaging strategy. We’ll discover trending topics as they are happening to either take advantage of or begin damage control.

Twitter & Facebook: Track who’s talking about you or your opponent and what they’re saying to either leverage it to your advantage or nip it in the bud.
News: Track the articles written about you and who is sharing them. Make sure you know who your most influential supporters are and develop relationships with them to ensure the broadest reach possible.

Bottom-line: The conversation will happen with or without you. If you are serious about your campaign and issues, you must be as committed as your supporters.

Data Management & Acquisition

All roads to successful voter contact start from your base voter data. Grassroots Targeting has spent many cycles researching, testing, and refining voter data well beyond traditional voter files.

Our approach to getting campaigns connected to the electorate is by using streamlined and highly functioning methodologies. A cost effective and custom data build is the backbone of our Data Technologies Division.

Starting from raw voter data, we build successive layers of information based specifically on your strategy. From there, all data is geographically scrubbed, standardized for cost effective voter contact, and tested to deliver the hardest hitting voter programs in the business. Our products combine people, numbers, research, and technology into an easy to use group of services that become more of a partner to your campaign than just another campaign tool. By using GT for all of your data preparation, you stay focused on delivering your message to the right voter verses the “Shotgun at the Barn” techniques many campaigns are forced to spend time and money on.

Voter Lists - Custom and clean data

With over twenty years experience building voter files, we are able to build the most cost effective and custom voter files tailored to your campaign. All data is geographically scrubbed, standardized for cost effective voter contact, and tested to deliver the hardest hitting voter programs in the business.

We ensure each list is clean, provide change of address, and phone and email appends. Each list is audited to ensure the most current and of the highest quality possible. Your data will be consistently updated through the duration of your campaign to keep you one step ahead of your competitors.

Building Lists - Successive layers of information based specifically on your strategy

Starting from raw voter data, we build successive layers of information based specifically on your strategy. We will append all in-house data and purchased data to give you an aggregate data bank with all information on a given voter in one place, eliminating redundancy and increasing the efficiency of your data operations.

Depending on your needs, Grassroots Targeting can acquire and append supplemental data such as email addresses, consumer/lifestyle data and past microtargeting. These ID fields provide you with specific voter segments ready to deploy with tailored messages.

Lists and Email Appends

Grassroots Targeting offers Targeted Individual Profiles for increased precision, relevance and return on your messaging. As a first step, GT can append email addresses to your campaign’s voter file, allowing you to contact voters electronically, meeting them where they spend most of their day, online and in their inbox.

We also provide targeted individual profiles, such as hunters, environmentalists, prolifers and business owners, revealing more about who your constituents are on a personal level and allowing you to tailor your messaging to match their interest and priorities.

These specific segments of your voter universe can be IDed on your current file for use in phones and mailings or be coupled with email addresses for electronic communication.

GT also provides software to manage all of your data (see GT In Action above).

Mapping

An essential part of our targeting resources includes the use of our new mapping software. The maps are highly customizable, and data can be displayed at the national, state, congressional, county, DMA, and radio market level. Additionally, multiple layers of data can be displayed on each map, essentially overlapping each other allowing for a centralized, visual representation. Individual congressional districts often split counties with surrounding districts, and our mapping capabilities allow us to customize each county within a district to mimic its real boundaries. This form of representation allows us to more critically analyze individual congressional districts by their true boundaries instead of having to work with whole counties.

Alongside the visual representation of data, Grassroots Targeting is also able to offer its unique skills for calculating and displaying additional targeting data such as past race performance averages, Republican performance index, turnout, and past vote percentages for political clients. We can also incorporate census data and other public data that would be helpful to corporations; for example, we can visually highlight the largest school districts throughout the country based on population, or the current level of unemployment per county in a given state.

During the 2010 midterm elections, we created a nationwide map for a national committee that was segmented into thirteen regions based on characteristics of the surrounding congressional districts. We were then able to break out of the conventional boundaries of state borders and look at data in a new way, something that can be tailored to any project or client. For advocacy groups, we have the capability to map regions of support throughout the country, looking at various geographical boundaries.

Survey Research

survey_research_674x400

GT employs several research techniques that allow us to reach core audiences that are essential to our clients. These range from conducting telephone polling, voice variable dialing and internet surveys, as well as using more qualitative means, such as in-depth one-on-one interviews and focus groups. These methods allow us to collect information from key groups about their characteristics, behaviors, attitudes, and perceptions.

These key groups of people can range from voters in a district to consumers of a certain product. While our focus in the past has been on political work, we have also conducted several successful public affairs projects. There are a variety of ways that Grassroots Targeting can provide assistance to a corporation, non-profit, or other public affairs organization. We can study consumer attitudes about brands, products and industries, as well as assess public opinion regarding an industry’s image, corporate responsibility, community relations, and key policy issues. This allows us to create a message that companies can use beyond generic talking points, instead moving into highly individualized messaging for a greater return.

Custom Websites

Your website is your online headquarters, where people learn about, volunteer and donate to your campaign. Let Grassroots Targeting custom-design a website that not only reflects you and your values, but becomes the place where your supports can get unfiltered news to set the record straight. View some of the custom websites we have built for clients below.