Work / Esther Manheimer for Mayor
A whole campaign, rebuilt in one weekend.
Esther Manheimer’s re-election campaign was already running, and the date wasn’t going to move. Over one weekend we gave her team a strategy and an identity to tell her story with, and a new website to tell it on.
Client
Esther Manheimer for Mayor, Asheville
Offer
Launch Week
Timeline
One weekend
Photography
Reggie Tidwell
The problem
“As a team we’ve been trying to get her to say this stuff all along, and she’s just so darn humble that she has refused to take credit every step of the way.”
Esther had been mayor since 2013. Almost none of what she’d done in her latest term was anywhere a voter could see it, and the campaign needed to start marketing her run right away.
What we did
Communications strategy
A new content and communications strategy that gave the team real momentum to start marketing her run.
Her record, in numbers
We gathered the numbers from her latest term and put them on the site, so anyone can see what she’s done.
Look and photography
A new look for the whole campaign, additional variations of her existing logo and new photography.
Website
Redesigned from the ground up and built as a custom WordPress site.
Brand guidelines
A guide that lets her team make on-brand material quickly and get the word out.
A campaign flyer, ready for the trail.
Mail and social
A mailer and three series of Instagram and Facebook posts that carried her record through early voting.
What they said
“I can’t believe what you’ve done for me and in such a short period of time. You are truly amazing. I’m going to tell everyone how awesome this experience has been and how you’re so good at doing this work. We’re so lucky to have you here in Asheville, where we really don’t have that deep of a bench of people that are able to pull this off with this kind of talent.”
“I've been hearing good things in the community… people being very clear about the choice they're making for mayor. I think your role in the campaign and helping us reinvent the website and improve the clarity of our mail pieces that's been crucial to that. Thank you.”
After launch, the campaign sent us every piece of marketing to review before it went out.
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