Problem: Stand for Children engaged WIN to manage a citywide independent expenditure in support of pro-reform Orleans Parish School Board candidates in the fall of 2012. Few of the reform candidates were well-financed or even well-known prior to the election. The school board election was low-priority on voters’ minds as the high-voltage presidential campaign dominated the media. Polling indicated several favorable candidates were behind and unknown at the outset.
Winning Solution: Through a synergy of mail and digital media, WIN effectively focused on favorable voters and persuaded others with targeted messaging to support Stand candidates. Despite the fact that some Stand candidates faced sitting incumbents, or well-known New Orleans names, WIN produced victories in four of the five districts, electing a pro-reform majority for the first time in New Orleans history.