Malcolm Bales for District Judge
Categories
Social Media Management
Branding
Graphic Design
Website Design & Management
Campaign Case Study
The primary objective of Malcolm Bales’ campaign, which began in December of 2023 was to establish a compelling brand and online presence for his bid as a district judge in Nacogdoches, Texas. Drawing from his notable career as a former U.S. Attorney and Baylor law professor, the campaign aimed to connect with voters by highlighting his extensive experience. His strategy focused on reaching out to registered voters ahead of the March 5 primary, emphasizing his qualifications and readiness to serve the 420th District Court.
Performance Metrics
The campaign’s Facebook page was a pivotal tool, recording 102,348 impressions in February, with about 60,000 impressions stemming from paid advertisements on Facebook and Instagram. This online activity was enhanced by organic sharing from Malcolm’s friends and supporters, which amplified the campaign’s outreach and maximized the impact of paid advertisements.
*Data from the paid Facebook Advertisements
Impressions
Reach
Page Engagement
Clicks
Posts Shared
Frequency
Target Audience
The campaign targeted all registered voters in Nacogdoches County, aiming to engage them in the lead-up to the primary. This broad demographic approach ensured that Malcolm Bales’ message reached every potential voter.
By addressing diverse voter segments, the campaign sought to build a wide base of support. The campaign’s emphasis was on ensuring every constituent was aware of Bales’ candidacy and his vision for the district court.
Campaign Website
Branding
We began the campaign by developing a comprehensive branding package for Malcolm Bales, which was foundational to his campaign’s success. This package included a professionally designed logo that was consistently applied across all marketing and campaign materials, ensuring a unified visual identity. In addition to the logo, we curated a distinctive color palette and selected fonts that reflected Malcolm’s values and personality, reinforcing his image as a trustworthy and experienced candidate. The branding extended to all campaign touchpoints, from signage and mailers to social media graphics, ensuring that Malcolm’s campaign was instantly recognizable and left a lasting impression on voters. By establishing a cohesive brand, we helped Malcolm stand out in a crowded field and effectively communicate his message to the Nacogdoches community.
Strategies and Tactics
Small Town Socials crafted a strategy that combined visual clarity with a strong narrative.
The campaign utilized clean visuals to differentiate itself among political ads, focusing on Malcolm’s image as a family-oriented, Christian man. This narrative was reinforced through targeted mailers, allowing the campaign to reach households directly. By integrating personal storytelling with visual cues, the campaign effectively communicated Bales’ values and commitment.
Content Creation
One element of this campaign was maintaining engaging content that stayed fresh and relevant. Malcolm’s humble and approachable nature made it easy to convey his story and engage voters in a myriad of ways. Small Town Socials tackled this task by consistently updating content and using social media to share voting dates and locations, ensuring that voters were well-informed.
Social Proof
In Malcolm Bales’ political campaign, we leveraged social proof by featuring genuine interactions of voters at the polls. By highlighting these authentic moments, we demonstrated that Malcolm’s message resonated with real people, thus building trust among potential voters. Social proof in this context is powerful because it showcases community members actively participating in the democratic process, implicitly endorsing Malcolm. This strategy not only validated his candidacy but also encouraged others to follow suit, enhancing his credibility and appeal within the Nacogdoches community.
Results and Impact
Key Takeaways and Forward-Thinking Strategies
The campaign’s effective strategies culminated in a victory, with Malcolm Bales winning the primary election. This win set the stage for his upcoming tenure beginning in January 2025. The campaign’s ability to engage voters and communicate Malcolm’s vision played a crucial role in this success, demonstrating the power of well-executed marketing efforts when coupled with an authentic, electable candidate who was poised perfectly for the job.
Lessons Learned
The campaign provided valuable insights into engaging a diverse voter base through a balanced mix of traditional and digital strategies.
Future campaigns can learn from the effective use of storytelling and visual branding to create a resonant message that connects with voters on a personal level.
Feedback and Perception
Feedback from the target audience was overwhelmingly positive. Voters appreciated the polished signage and print materials, which portrayed Malcolm Bales as a professional and relatable candidate. This strong perception reinforced his credibility and appeal, further boosting voter confidence in his campaign.