Case Study: Empowering the Latino Community to Vote in the 2024 Presidential Election
Objectives
Community Empowerment: Motivate the Latino community to recognize the importance of their vote in shaping the future.
Historical Connection: Highlight Cesar Chavez’s contributions to voting rights.
Broad Engagement: Reach a diverse audience, including young voters, through culturally relevant content.
Target Audience
Latino community members.
Staff and supporters of the Chavez Foundation.
Young voters and the general public.
Key Messages
Voting is a powerful tool for community change.
Empowerment through participation in the democratic process.
Cesar Chavez and the Latino community’s contributions to voting rights.
Blog Post
Social Post
Internal Newsletter
Social Post
Campaign Tactics
1. Blog Post
Content: A detailed article on Cesar Chavez’s work with the Community Service Organization (CSO), emphasizing his dedication to empowering the Latino community to vote.
Results: Published on August 21, this post became the cornerstone of the campaign, driving traffic and serving as a reference point for other content.
2. Social Media
Platforms: Facebook, Instagram, LinkedIn, X, Threads, TikTok
Content: A series of posts featuring graphics, historical photos, quotes, voting-related statistics, and trending audio.
Highlights:
Over 40 posts shared, garnering a reach of 30,000+ users.
Engagement rate: 8.6 %, exceeding the benchmark of 5%.
4. Internal Communications
Email Blasts: Sent to staff, emphasizing voting resources and participation.
Open rate: 51% (above the nonprofit average of 45%).
SMS Outreach: Text reminders sent to staff about key dates and resources.
Click-through rate: 22%.
5. Partnerships
La Campesina: Collaborated on combating election misinformation by resharing in posts and stories.
Julie Chavez Interview: Shared insights on the power of the Latino vote through an exclusive interview.
6. PR and Leadership Messaging
CEO Message: Manuel Bernal shared a newsletter piece about Cesar Chavez’s impact on voting rights.
Distribution: Reached 4,000+ subscribers with a 63% open rate.
Instagram Reel: Julie Chavez Rodriguez, former senior advisor to the President of the United States
Instagram Reel: Cesar Chavez Speech Audio
Achievements
Engagement:
Total social media reach: 50,000+ users.
Blog views: 7,500 with an average read time of 3.2 minutes.
TikTok engagement: 3,500 likes and shares combined.
Audience Feedback:
Positive responses highlighting the accessibility and cultural relevance of the content.
Conclusion
The campaign successfully inspired and educated the Latino community about the importance of voting. By leveraging historical narratives, strategic partnerships, and engaging content, the Chavez Foundation reinforced its mission to empower communities through active civic participation.
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