Possible Worldwide Non-traditional Marketing for Candidates

February 2, 2012

Who’s Possible?

Julie MorseDirector of Insights and Planning

Possible Worldwide

4

New York • Austin • Bangalore • Beijing • Cincinnati • Delhi • Dubai • Gurgaon • Hong Kong • Los Angeles • London • Mumbai • Nairobi • San Francisco • San Jose • São Paulo • Shanghai • Singapore

550

120

45

375

Over 1,000 staff members in 10 countries, across 19 offices with one shared mission.

It is not what you say that defines your brand, it is what

you do.

Our mission is to help brands move from the age of communication to

the age of participation.

We believe that every interaction is an opportunity to connect with customers.

Nontraditional is the new traditional

• Adj. 1. nontraditional - not conforming to or in accord with tradition; "nontraditional designs"; "nontraditional practices"

New Media has Impacted Politics in unexpected ways

Search Engine Marketing

Get your political message in front of people who might be actually interested in it – those who are searching for it!

1. Map your issues

2. Group your keywords

3. Write your ads

4. Write your landing pages

5. Launch and pay attention

Less than half (only 44%) of the 2008 US presidential contenders used paid search at all! Rimm-Kaufman

2012 is the Year Mobile will have a real impact on voters

• Mobile gives politicians a chance to connect with voters on a personal level.- Click to Web (researching candidates views)

- Click to Map (find polling stations)

- Click to Call (calling to make donations or to volunteer)

- Click to Video (to latest campaign advertisement)

• Mobile Advertising- Enable targeting at a zip code level

- Can offer different ways to engage

Less than a quarter of political candidates have spent money on mobile ads - Mashable

Use SMS to Remind and encourage voters

• Publish a shared short-code (direct mail, email signature, out-door advertising)

• Interested citizens could use their mobile phone to “opt-in” to the campaign.

• Campaigns can be used to:- Ask a poll question

- Let citizens leave opinions on upcoming issues

- Showcase your policies on your mobile website

- Send updates and news about upcoming events

- Send reminders, event info, or special offers

An email message has about a 10% chance of being read, while your text blast will be read by over 90% of the

recipients in the first 30 minutes!

Mobile Apps – Revolutionizing Elections

• The smart phone app- iPhone, Android and Blackberry

• The 2008 Obama app - Organized iPhone contacts to enable supporters to call friends in important

electoral districts

- Donation interface

- News feeds

- Local campaign events

- Position on issues

By the end of 2012, Flurry estimates that the cumulative number of iOS and Android devices activated will surge past

1 billion.

Will Mobile Campaign Donations be a Game Changer?

• Uses Square’s mobile payment hardware

• Small plastic reader used with your smartphone to collect donations while campaigning in neighborhoods or other commercial locations.

• While many struggle to establish a personal connection with voters.

• Mobile appeals to key demographics that have made it a daily part of their lives.

• Easily integrates with other media channels – adding interactivity.

• Communication can be contextual; based on time, location, need and the individual as well as demographics like age and gender.

Mobile offers a fantastic opportunity to interact and engage.

Questions

Thank you.

Julie MorseDirector of Insights & Planning

julie.morse@possibleworldwide.com513.658.6474 mobile