PROJECT ELECT WOMEN: INTEGRATED MARKETING FOR CHANGE

A Mission to Empower & InspirE LDS Women to Lead

Addressing the Leadership Gap

Utah ranks among the lowest in the nation for female political representation, with women comprising only 22% of state legislators. For Project Elect, a nonpartisan nonprofit dedicated to empowering Latter-day Saint (LDS) women to run for office, this disparity was a call to action.

However, encouraging LDS women to step into leadership roles required addressing deeply personal and cultural challenges, such as time constraints, self-doubt, and concerns about balancing faith with public service. The task was clear: develop an Integrated Marketing Communications (IMC) plan that not only addressed these barriers but also inspired action.

The Challenge

To begin, it was essential to understand the unique hurdles LDS women face when considering political leadership:

• Time Constraints: Many juggle family, church, and community responsibilities, leaving little room for public service.
• Self-Doubt: A lack of confidence in their qualifications or abilities often holds them back.
• Faith Concerns: Some struggle to reconcile political ambitions with their religious values.

With these challenges in mind, the goal was not just to raise awareness but also to create a campaign that reframed civic leadership as an extension of faith and service while providing practical tools to help overcome these barriers.

The SOLUTION: A person-centric approach

To address these challenges effectively, I led the development of a data-driven IMC plan centered on two key buyer personas: Homemaker Hannah and Civic-Minded Cynthia. These personas were crafted using demographic, psychographic, and behavioral insights specific to LDS women in Utah.

By focusing on these personas, we could ensure that every campaign element resonated deeply with their unique goals, fears, and motivations. This person-centric approach became the foundation for crafting messaging that felt both relatable and actionable.

KEY STRATEGIES

To meet this challenge, I led the development of a data-driven IMC plan built around two key buyer personas: Homemaker Hannah and Civic-Minded Cynthia. These personas were crafted using demographic, psychographic, and behavioral insights specific to LDS women in Utah. Every campaign element was tailored to resonate deeply with their unique goals, fears, and motivations.

Persona-Driven Messaging

Everything this IMC plan does revolves around knowing our audience.

For Homemaker Hannah (35-year-old stay-at-home mom):

• Messaging emphasized how her experience managing family and community roles could translate into leadership skills. Campaign materials highlighted relatable issues like improving local schools and advocating for family-friendly policies.

For Civic-Minded Cynthia (28-year-old nonprofit professional):

• Messaging focused on her aspirations to create change and provided resources to overcome fears like fundraising or public speaking.

Multi-Channel Campaign

Communicating your message where it'll be heard is crucial to a successful marketing campaign, that's why this strategy leveraged multiple platforms to meet LDS women where they already engage:

• Social Media: Short-form Instagram Reels and TikToks featured President Nelson’s quote (“We need your voices”) alongside interactive polls and success stories from LDS women who had successfully run for office.
• Email Marketing: Personalized emails addressed common objections (e.g., “Am I qualified?”) by reframing civic engagement as an extension of church service.
• SMS Campaign: A 7-step SMS strategy delivered timely reminders and motivational messages directly to participants’ phones, leveraging text’s 98% open rate.

Faith-Aligned Framing

Beyond channels and platforms, we aligned every message with values that deeply resonate within the LDS community. Messaging tied political leadership to LDS values of service and community stewardship. For example:

• Scriptural references like Esther 4:14 (“Who knoweth whether thou art come to the kingdom for such a time as this?”) were used to inspire confidence.
• Campaign materials emphasized that running for office could be seen as fulfilling a divine purpose.

The results: what this plan could achieve

This IMC plan was designed with measurable outcomes in mind:

1. Increased Awareness

• Social media strategies aimed to reach LDS women where they already engage (e.g., Instagram for younger audiences; Facebook groups for community discussions).
• Projected reach: Thousands of impressions across platforms.

2. Deeper Engagement

• Email campaigns were expected to achieve a 25% open rate and 10% click-through rate based on industry benchmarks for nonprofits.
• Interactive social media content encouraged active participation from the audience.

3. Empowered Action

• By addressing fears like fundraising or balancing responsibilities, the plan aimed to inspire more women to take concrete steps toward leadership roles—whether attending workshops, exploring candidacy, or joining local advocacy groups.

WHAT THIS MEANS FOR YOU & why it matters for your goals

Imagine a campaign built entirely around your unique audience—their needs, motivations, and challenges. This project shows how a persona-driven, research-backed approach can create messaging that truly resonates. Whether you're looking to inspire action, connect with your community, or drive meaningful change, this strategy bridges the gap between intention and impact. By leveraging multi-channel strategies and aligning messaging with values that matter most to your audience, you can turn inspiration into action.

If you're tackling complex challenges or empowering underrepresented groups, this case study demonstrates how thoughtful, data-driven marketing can make a difference. It's not just about creativity—it's about creating solutions tailored to your vision that deliver real-world impact. With the right strategy in place, you can create campaigns that resonate deeply, inspire change, and leave a lasting legacy.

Now it's your turn

Whether you’re looking to connect with your audience, overcome unique challenges, or empower others to lead, the right approach can make all the difference.

Let’s collaborate to bring your vision to life. Together, we can craft campaigns that resonate deeply, inspire change, and create lasting impact.