From 2005 to 2011 I worked for the New Democratic Party of Canada (NDP) in a number of senior roles. I was part of a leadership team that created integrated marketing campaigns to promote the Party, its Leader and elected representatives, and the policy issues they championed.
We positioned the NDP as a modern, practical, and caring political party that was focused first and foremost on achieving results. The party leader at the time – Jack Layton – embodied these characteristics. We grew popular support for the party by 275% and increased its election result from 13 to 102 seats. We installed the NDP as the Official Opposition in Canada’s Parliament.
We conducted extensive analysis of voting patterns and demographics in order to segment the population, identify targets, and allocate resources efficiently. Then, using a combination of television, radio and online advertising, social media, printed marketing material, and live events, we defined the brand of the party and leader with careful attention to language, imagery, and design.
Key campaign messages were communicated through formal events, as well as through informal encounters with everyday people that were captured by the press, known in politics as “mainstreeting.”
Most of our staged events, such as rallies, town hall meetings, and conventions, were broadcast live on television. The NDP’s approach to events broke new ground in terms of aesthetics and technical complexity. We raised the bar for what was expected from political parties by using cutting edge video display systems and high quality multimedia content.
By combining music, video, scripted stage movements, signage, and flags, we created a unique, professional look that re-enforced the brand of the Party and Leader.
