In 2018, we began developing Dr. Akilah Weber’s campaign strategy by assessing her current brand, previous voter engagement and turnout, and the larger field. Once our strategy was clear, we created a multi-platform, multi-medium voter communications program that allowed us to target voters across a variety of different channels. 

This comprehensive communications program enabled us to deliver our message to the same people through multiple touchpoints (text messages, digital advertising, mailbox, door knocking). This overlapping approach allowed us also to deliver an evolving message and develop a real relationship with the voters.

After serving on La Mesa City Council for two years, Dr. Weber decided to run for State Assembly when the seat became vacant. Due to the 65-day special election, we jumped right into work building on our foundation from her previous campaign. 

With the infrastructure from 2018 already established, we reactivated it. This foundation served us well as the Covid-19 limited traditional field strategies so the campaign relied on digital campaign tactics. As in 2018, Dr. Weber’s website became the foundation for a multi-touchpoint communications program that featured social media, digital advertising, text messaging, and phone calls.