Paid Media Campaign Resources

Question

Accepted Answer

The following video ads targeted 20 New York City districts, focusing on historic school funding and creating more charter options, elevating parent voice, and poll toplines on Black and Latino support of charter schools. These videos were based on messages that were tested with voters and were distributed as native digital ads as well as vai streaming platforms such as YouTube and Hulu.

The targeted list of districts was created based on several factors, including a list of targeted legislators (who might be movable), district polling data (if there was a constituency of support within the district), charter school saturation, and proximity to leaders with influence (i.e. these were targeted to make sure that key political leaders were seeing the ads to show that there is an effort to get more charters).

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Charter Advocacy Lessons with Crystal McQueen-Taylor

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