COMMS AND NARRATIVE

MVP/ MVPAF MONDAY MESSAGING MEMO

Weekly memo released Monday's at 12pm with updates to messaging and analysis of landscape + campaign updates!

Email: kzombro@calicalls.org for questions

MVP MESSAGING DIGITAL AD A/B TEST RESULTS

PURPOSE: Identify highest performing digital messages to be adapted for the particular needs and audiences of MVP network affiliates as part of the Summer Public Ed Campaign, and ballot advocacy campaigns in November.

OUTCOMES: 

1. DIGITAL ADS TEST MESSAGES AND FRAMES to determine the strength of our core messaging in the three VPSA’s and identify concurrent themes. This will be informed by Meta’s A/B testing against a sample size of over 500,000 voters representative of 6-10 audience profiles from our base of 2.1 million supportive voters.

2. ALIGN AND MAKE MEANING OF RESULTS of message tests across these 6-10 audience profiles in accompaniment of the 2024 messaging guide to assist regional and statewide communicators in crafting messages that cut through the noise and meet people where they’re at to disseminate our statewide narrative strategy.

3. DEPLOY DIGITAL STRATEGIES WITH RESONANT MESSAGING + TRACK RESULTS between August-November to inoculate voters from disinformation and hone values-voters