New York Jobs Now

Engaging voters to vote “yes” for Proposal 1

In 2013, a coalition of New York business leaders, labor unions, economic development professionals, educators, and citizens formed New York Jobs Now to advocate for the passage of Proposal 1, which would authorize up to four casinos in New York. The coalition needed to reach likely New York voters and communicate that voting YES on Proposal 1 meant creating jobs, increasing aid to schools, and permitting local governments to lower property taxes.

GSG’s research and polling identified the right messaging, and in conjunction with New York Jobs Now’s media and direct mail efforts, we executed an integrated digital advertising campaign in the three weeks leading up to Election Day. The ads reiterated the message that a “yes” vote on Proposal 1 supported new school funding, lower property taxes, and thousands of new jobs. We also ran a search engine marketing campaign to reach New Yorkers searching for information about the election and how to vote as Election Day approached.

Proposal 1 passed with 57.1 percent of the vote. In the three short weeks leading up to Election Day, we delivered over 13 million targeted ad impressions, extending the reach and frequency of the coalition’s offline persuasion and GOTV efforts.