Eureka Housing for All Initiative

Eureka, California, Measure F, General Plan Amendment Initiative (November 2024)

Client: Measure F: Eureka CA Housing for All Initiative

Election date: November 5, 2024

Topic: Local zoning, land use, and development

The Challenge

The "Housing for All" initiative in Eureka, CA, aimed to address the city's housing crisis through a ballot measure (Measure F). The campaign needed to build public awareness, generate support, and mobilize voters to pass the measure.

However, they faced opposition from groups concerned about potential impacts on parking and development.

The Solution

Tech Saby partnered with the "Housing for All" campaign to develop a multi-faceted digital strategy focused on:

Branding & Visual Identity

A compassionate and community-oriented visual identity was created, incorporating imagery of homes, families, and diverse residents of Eureka. This branding was consistently applied across all online and offline materials.

Direct Mail Advertising

A compelling direct mail strategy nurtured leads, kept supporters informed, and facilitated support efforts. Regular mail pieces provided issues, highlighted campaign features, and encouraged voter support.

Social Media Content

Engaging social media content was created and shared across multiple platforms to connect with residents, build a sense of urgency, and encourage support for Measure F. Content included informative infographics, shareable quotes from campaign supporters, and videos featuring local business owners and residents.

Website Design & Development

A user-friendly website was created to serve as a central information hub.

The website featured:

Clear explanations of Measure F's goals and proposed solutions.
Information about the housing crisis in Eureka and its impact on residents.
Testimonials from supporters, including community leaders and housing advocates.
Resources for voters, including FAQs, ballot information, and polling place locations.
Volunteer signup forms and donation portals to facilitate engagement.

Targeted Online Advertising

Targeted digital advertising campaigns were launched on social media platforms (Facebook, Instagram) to reach potential voters in Eureka.

The ads focused on:

Raising awareness about the City's proposed increase in housing costs.
Highlighting the potential negative economic impacts of the downtown housing.
Encouraging voters to approve the measure.

Results

The campaign website received over 3.6K unique visitors during the election cycle.

Social media engagement increased by 80%, with 3K followers across platforms.
Digital advertising campaigns reached over 6.8K potential voters in Eureka.
Most importantly, the "Eureka Housing for All" measure was successfully received by voters in the 2024 election.

The results have been certified. Source

Increased Brand Awareness

The digital strategy significantly boosted Eureka Measure F's name recognition and positioned it as a viable measure for Eureka voters.

Enhanced Voter Engagement

Compelling social media content and targeted advertising sparked conversations, fostered a sense of community, and mobilized voters.

Strong Volunteer Network

The online volunteer management platform facilitated the recruitment and coordination of hundreds of enthusiastic volunteers, a vital force for grassroots organizing.

Fundraising Success

Effective email marketing campaigns played a key role in raising HUNDREDS OF THOUSANDS OF DOLLARS in campaign funds, essential for a competitive race.

Campaign Gallery

Conclusion

The Power of Digital & Traditional Media

This case study exemplifies the power of a well-executed digital media strategy in overcoming campaign challenges.

Through strategic online presence management, Eureka Measure F's campaign defied expectations and emerged nearly victorious.

Develop and execute effective digital strategies for community initiatives.
Build online communities and foster engagement around important social issues.
Create compelling content that informs and motivates audiences.
Drive measurable results that contribute to positive social change.

By combining website development, branding, social media, community outreach, and email marketing, Tech Saby played a crucial role in helping the "Housing for All" campaign achieve its goal of passing Measure F and addressing the housing crisis in Eureka, CA.