LANKFORD FOR CONGRESS | Chase Martin

LANKFORD FOR CONGRESS

Creative Design & Direction | Omni Channel Marketing | Printed Collateral

Historic Grassroots Run in Dallas County’s District 30 Congressional Race — 3rd Place Finish

The Lankford for Congress campaign marked a pivotal moment in Dallas County’s political landscape. Running for Texas’s 30th Congressional District in the United States House of Representatives, this campaign aimed to fill the seat long held by the legendary Congresswoman Eddie Bernice Johnson—a towering figure who served the district for over 30 years. With the weight of legacy and the urgency of a new vision, this campaign was more than political—it was historic.

The Challenge

The Lankford for Congress campaign faced a formidable uphill battle. Running in Texas’s 30th Congressional District—a region spanning 355 square miles and home to over 772,000 residents—we were up against a well-funded opponent, Jasmine Crockett, who had major PAC support and high-profile endorsements. As a grassroots campaign, we operated with limited funding and had to compete for visibility in a crowded political landscape.

Adding to the challenge, voter turnout was historically low in the district, especially among younger demographics. While the 50+ population remained the most consistent group at the polls, they were gradually aging out of the electorate. To win, we needed to shift the momentum—energizing and mobilizing voters aged 25 to 45 through bold messaging, creative strategy, and authentic digital outreach.

The Solution

Grounded in Strategy. Guided by Data. Powered by People.

To create a campaign that could compete with well-funded opponents, we leaned into research, precision, and resourcefulness:

Constituent-Centered Research:
We analyzed District 30’s diverse communities, breaking down voter age groups, key local issues, and cultural nuances to tailor messaging that truly resonated—from legacy voters aged 50+ to the often-overlooked 25–45 demographic.
Geographic Targeting:
With 355 square miles to cover, we studied voter density maps and past election data to strategically deploy canvassing teams and maximize limited resources in high-impact zones—avoiding waste and ensuring every dollar stretched further.
Fundraising-Driven Planning:
We audited print and digital marketing costs early on, setting clear fundraising targets specifically tied to outreach needs. This allowed for focused asks, smarter spending, and a well-aligned creative rollout.

Creative Execution

Grassroots Vision. Multi-Channel Power. Community First.

We executed a bold, integrated creative strategy designed to reach voters where they are—on the ground, online, and in their daily routines. Every campaign element worked together to amplify visibility, drive engagement, and build trust with voters across District 30.

Authentic Brand Identity:
Developed a strong, community-rooted visual system featuring approachable design, real constituent imagery, and colors that conveyed unity and strength.
Hyper-Targeted Messaging:
Crafted language that addressed the real concerns of aging voters while also energizing younger demographics, ensuring cultural relevance and resonance.
Omni-Channel Digital Strategy:
- SMS + Email Blasts: Deployed timely, impactful messaging to keep supporters informed and mobilized.
- Social Media Advertising: Geo-targeted content and Meta Ads (Facebook & Instagram) focused on awareness, engagement, and event attendance—especially among the 25–45 voter base.
- Online Forums: Hosted accessible digital Q&As and town halls to eliminate time and transportation barriers.
- Campaign Website: Designed a website that provided a clear representation of her plans as Congresswoman, allowed constituents to easily make a donation, sign up to be a volunteer or request signage to boldly display their support for Dr. Kiesha Lankford.
Traditional Media Integration:
- Radio Advertising: Partnered with local stations to broadcast our message during peak drive times.
- Print & Editorial: Ran campaign ads in community newspapers and secured featured stories in regional magazines and online blogs, reaching both loyal older readers and digital-first audiences.
Field + Volunteer Support:
- Branded Event Kits: Designed signage, tents, flyers, and walk cards for in-person engagement.
- Street-Level Visibility: Bold yard signs, posters, and banners placed strategically in high-traffic areas.