CASE STUDY
Voter Education: Employee Housing
A nonpartisan digital education campaign that helped Teton County voters understand a ballot measure to fund critical healthcare worker housing — resulting in $24M in approved public funding.
The Challenge
In 2022, St. John's Health placed a proposition on the November ballot to help fund housing development for critical healthcare workers. As a publicly-funded organization, the hospital was legally prohibited from lobbying for a "yes" vote — but it could flood the community with clear, accessible education about what the measure would actually do. The challenge was building a campaign that informed without persuading, in a compressed two-month window before election day.
Deliverables
Organic website development
Social media advertising
Display advertising placements
Connected TV advertising
Website: A Voter Information Hub
The St. John's Health website needed a new information hub dedicated to the housing initiative — information-rich and search engine optimized. Working from C-suite and developer content, I repurposed technical and institutional language into clear, community-focused rhetoric that outlined the scope, scale, and value of the project across four sections:
Campaign info
FAQs
Housing facts
Housing updates
This hub served as the conversion point for every advertising channel, delivering the project details voters needed to make an informed decision.
3,260
Unique pageviews — equivalent to 68.5% of voter turnout
3 min
Average time spent on page
Advertising: A Geo-Targeted, Multi-Channel Strategy
I built and directed the geo-targeted digital advertising strategy supporting the voter education campaign across display, social media, YouTube, and connected TV — concentrating spend within the local voting district to maximize relevance and minimize waste.
Display
1.7K
Clicks to website
2M
Impressions
Social Media
318K
Impressions
38K
Reach
YouTube
18K
Connected TV video impressions
10K
Video views
Connected TV Reach
Video placements ran across major streaming platforms including:
Hulu
Discovery
Fox News
Sling TV
Pluto TV
ESPN
ROKU
and more
Outcome
After an aggressive two-month digital communications campaign, Teton County voters approved the proposition.
$24M
in public funding approved for critical healthcare worker housing
Nonpartisan education, measurable impact:
Operating within strict legal limits on advocacy, the campaign reached the majority of the local electorate with substantive project information — pageviews on the housing hub alone touched the equivalent of 68.5% of total voter turnout.