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'Connect NC Bond' Button

Getting North Carolina voters to the polls with $160 million on the line

Early in 2016, North Carolinians were asked to vote on a referendum called the Connect NC Bond. Their votes had the potential to transform the state through investments that would impact the college system, state parks, the National Guard, and more. If passed, two-thirds of the bond – $160 million – would go to North Carolina State University to support agriculture and engineering, two critical drivers of jobs and economic development.

NC State wanted to spread the word about the upcoming vote to get people to the polls, with the ultimate goal of getting enough “Yes” votes to pass the referendum. They asked Primacy to develop a media strategy and media mix that would reach voters in both parties.

+17% Display Added Value Impression Delivery

Targeted messagesto mobilize bi-partisan voters

Our job was to encourage both Republicans and Democrats to go to the polls since there were benefits to both in the bond.

North Carolina state map

Our strategy, analytics and media gurus put their heads together to make a game plan to reach the highest number of voters in a matter of weeks. They matched key decision-making criteria with geography and a mixture of offline and online media. We developed a strategy to deliver targeted messages to voters in either party that would educate them about the benefits of the referendum.

13.2% landing page video engagement

All politics is local,so was our campaign

Our media strategy included elements of programmatic ad buying, retargeting display, targeted video, radio, and social media to create grassroots awareness for the referendum.

Yes! The bond passed

NC voters say yes!

The referendum passed. The success of this campaign has an immediate impact on NC State University as well as the long-term economic prospects for North Carolina. With more than 10 million impressions delivered in just 15 days, we helped NC State quickly generate positive awareness that led to greater voter turnout — and an opportunity to move the university and the state forward.

$160 Million
Matt Cyr Matt Cyr

Matt CyrVP, Strategic Practices
Higher Education Lead

Matt Cyr is the VP of Strategic Practices and Practice Lead for higher education. Prior to joining Primacy he was the Director of Digital Marketing at Clark University--where he led a comprehensive digital strategy implementation, including launch of a new website--and Director of Digital Strategy at Northeastern University’s College of Professional Studies.