THE PROBLEM: Media, pundits and both political parties agree suburban women vote will be the deciding factor in the 2020 election. Women made up over 60% of the voters in the 2016 presidential election. Women have become the largest voting block in the U.S.; BUT the majority of conservative women of faith are not voting. In fact most aren’t even registered to vote.
THE SOLUTION: Realizing this, Moms for America® launched our national cam-paign—MomVote!
MomVote is a strategic, comprehensive, microtargeted, grassroots campaign to get out the suburban mom vote in November. What we’ve realized in our 15+ years working with moms across the country is the vast majority of conservative women of faith aren’t voting. The reasons they tell us are, “I don’t do politics.” “Politics don’t effect me”, and “My hus-band votes.” Our unique mom to mom messaging goes right to the heart of moms on the issues they care about, helping moms realize the power of their voice through their vote.
We tested MomVote in the 2018 election and in all five of the congres-
sional districts where we focused our algorithmic messaging, the con-
servative candidate won.
Liberal Democrats are targeting suburban women in the November 2020 elec-tion, and Moms for America® is the only conservative organization focusing solely on the suburban mom vote—a voter base we desperately need.
Our MomVote 2020 campaign draws from our proven, results-oriented mes-saging and includes a targeted social media campaign, massive voter registra-tion outreach and a wrapped RV bus tour celebrating 100 years of the women’s vote. MomVote 2020 focuses on high-impact suburban areas in 15 critical election states, providing social media posts, videos and non-partisan voter guides in English and Spanish.
This is an extraordinary opportunity to have a powerful influence and impact in the 2020 election simply by educating, engaging, and empowering moms through MomVote.
If only 1% of con-
servative women of
faith who aren’t
voting get regis-
tered and vote
their values on
election day, we’ll
see a literal shock-
wave across this
nation as con-
servative, constitu-
tional candidates
are elected at all
levels of govern-
ment.
UNIQUE MOM TO MOM MESSAGING Utilizing the effective influence of video, social media, active retargeting, online display ads, and algorithmic messaging - Moms for America® has a dynamic digital strategy and online advertising plan. Engaging videos, 30 and 60 second promos in English and Spanish PSA’s targeting suburban conservative moms Radio ads in 7 strategic State markets targeting conservative moms Flyers, brochures, pass-along cards, church inserts Traditional Earned Media
DIGITAL CAMPAIGN Our digital platforms reach moms where they are in real time and ensure we engaged with moms and empower them to vote their values even if the polls aren’t open! 500,000 paid ads on Facebook, YouTube, Instagram, Pinterest (August-November) 15 Million Texts to Moms in 15 states Geofencing by Zipcode and neighborhood
SWING STATE BUS TOUR Taking wrapped “MomVote” bus on the road, meeting moms where they are, promoting the Mom Vote and registering mom voters. Travel to 8 key swing states (PA, OH, FL, NC, GA, VA, MI, WI) Live and Livestreamed MomTalks events Voter Registration at each event and Bus Stop
GET OUT THE VOTE Providing vital voter information and engagement, including voting options in response to COVID. National voter registration drive. Register 300,000 new and renewed Mom Voters Text to Register campaign MomVote App—voter info, polling places, covid updates, voter guides Distribute 500,000 Non-Partisan Voter Guides (English and Spanish) in churches and
target neighborhoods. (Digital guides sent via E-Mail, Text and MomVote app.)
OUR PARTNERS
iVoter
Middle Resolution
Fairer America
America First Policies
State Family Policy Organizations
Engaging conservative women of faith in critical, battleground states and high impact suburban communities for greatest return in voter engagement among this vital voter base.
While MomVote is a national campaign, our time, money and resources will be laser-focused on those areas where the mom vote will carry the most weight for voter registration drives, events, strategic messaging and a massive get out the-vote initiative to include non-partisan voter guides in English and Spanish.
BUDGET MomVote—8 Critical States
Video Production 60 spots $250,000 (MomVote ads/promos, PSA’s, filming and production)
Graphic Design $60,000 (promotional flyers, FB banners, memes, Social Media ads)
Printed Voter Guides $175,000 (35 cents per guide. 500,000, distributed in churches and target neighborhoods)
State Coordinators $120,000 (1 for each of our 15 target states at $2,000/month for four months)
MomVote Operations Manager $60,000 (Scheduling and managing Tour stops, voter registration and MomTalks events, coordinating partner relationships and State Coordinators.)
Events & Production Coordinator $36,000 Planning, coordinating and overseeing production at MomTalks and voter registration events
Web Management $20,000 ($4,000/month for 5 months)
Radio Ads $216,000 Radio Ads targeted in 8 state markets on Christian and Spanish radio. 60 spots/week. Average $300/spot/ $18,000 each week per state
Public Relations $25,000 ($5,000/month for 5 month campaign, Press Releases, Oped and PSA placements, traditional media, promoting voting message, voter registration and events)
MomVote APP $35,000
Digital Marketing $1,160,000 Social media: 15 Week Campaign—Facebook, Instagram, Pinterest, YouTube $800,000
Texting: 2 cents per text 3x week 10 weeks 500,000 contacts $300,000
Geofencing Targeting conservative moms in suburban neighborhoods$60,000
7 State Bus Tour $287,500 Purchase RV $120,000 (includes purchase and taxes), Wrap RV $18,000, Annual Insurances $2,500, Cost per stop $3,500* (42 Stops=$147,000) *includes gas, maintenance, driver, travel and lodging for driver, staff and speakers
MomTalks Events $150,000 (15 Cities in 7 States at $10,000 per event: PA-3, NC-2, GA-2, FL-3, OH-2, WI-1, MI-1, VA 1)
TOTAL BUDGET: 8 State 4 month Campaign $2,594,500
