Project Elect: Building a Scalable Marketing Strategy for LDS Women in Politics

Problem

Project Elect, a nonprofit focused on empowering LDS women to run for public office, faced three major hurdles:

• Weak engagement with Gen Z audiences.

• Strained, outdated social media presence with little visual appeal.

• Lack of budget and internal bandwidth to produce sustainable content and outreach campaigns.

They needed a full-scale marketing strategy that would energize younger audiences, sustain growth beyond short-term bursts, and provide their small internal team with tools for self-sufficiency.

Solution

As Director of Marketing for a student-led agency, I led a comprehensive rebuild of Project Elect’s digital strategy focused on automation, evergreen content, and audience expansion.

• IMC Plan: Built a full Integrated Marketing Communications (IMC) plan, providing a one-year roadmap for content and engagement across multiple platforms.

• Ambassador Program: Shifted focus from passive content delivery to empowering a network of 50+ new ambassadors, creating organic reach within Gen Z communities.

• Content Creation: Produced over 400 pieces of evergreen content:

• Instagram/TikTok: 52 podcast reels, 52 posts, 12 stories, 12 carousels.

• LinkedIn: 52 professional posts.

• Facebook: 52 ambassador-focused training posts.

• Reddit/X: 104 targeted posts with monthly themes and A/B testing.

• Visual Assets: Delivered 100+ stock images of Gen Z women for consistent, relatable branding.

• Website Redesign: Led a full overhaul to create a modern, accessible site with clear user journeys.

• Email Marketing: Developed 25+ templates and flows, including automated nurture sequences.

• Centralized Resources: Organized all assets in Box for ease of use by the internal team.

Results

• 400+ evergreen content pieces prepared, ensuring long-term sustainability.

• Ambassador program expanded by 50 members, directly growing reach.

• 52 podcast reels optimized for Instagram and TikTok, increasing visibility.

• Board recognition and buy-in, with leadership committed to future growth investment.

• Foundation laid for future global scalability, with all assets and training prepared for internal use.