Independent, non-partisan Political Digital Advertising

Don't Settle For

Reach For Perfection.

You Know You Have A Problem.
You’re Smarter Than Your Opponents for Reading This.

(Your opponents don’t want you to know about what I’m about to show you).

If you’re reading this, you probably have a digital problem. That’s where we come in.

Don’t Settle For Okay, Reach For Greatness.

You Know You Have A Problem. You’re Smarter Than Your Opponent for Reading This.

(They Don’t Want You to Know About What I’m About to Show You).
If you’re reading this, you probably have a digital problem.
That’s where we come in.

PREVIOUS WORK

(partial list due to confidentiality)
US Senator Jeff Flake
US House Thomas Massie
US House Justin Amash
US House Walter Jones
US House Kerry Bentivolio
Jonathan Miller & Irv Maze for Governor of Kentucky
Kentucky Lt. Governor and Mayor Jerry E Abramson
Kentucky Attorney General Jack Conway
Kentucky Secretary of State Allison Lundergan Grimes
Louisville Mayoral Candidate Councilman Jim King
Ken Herndon for Louisville Metro Council
Carol Cobb Kentucky Commonwealth Attorney
Tim Shaughnessy for Kentucky State Senate
Jody Richards Kentucky House Speaker
Linda Belcher Kentucky State House
Martha Jane King Kentucky State House
Kevin Sinnette Kentucky State House
Mike Weaver Kentucky State House
+50 Members of the Kentucky State House
District Judge Katie King
State Senator Perry Clark
Austin City Council Mike Cargill
Kendall Kroeker Wyoming State House
Andy Sanborn New Hampshire State Senate
Aaron Libby Maine State House
Heather Sirocki Maine State House
Deb Sanderson Maine State House
John Logan Jones Maine State House
Silicon Valley Venture Capitalist Timothy Draper’s Six California’s Ballot Initiative
Kentucky Democratic Party
The Democratic Party’s Coordinated Committee
Kentucky House Democratic Campaign Committee
Various Independent Expenditures Groups (501c4 and 527)

States We've Worked In

Case Study: Jeff Flake for Arizona Senate

Case Study: Thomas Massie for Congress

Thomas Massie Radio (Cincinnati & Louisville, KY)
Thomas Massie Radio (Huntington, KY)

Case Study: Kerry Bentivolio for Congress

Case Study: Democrat Michael Cargill for City Council

There Are Two Types of Campaigns Today

Traditional Campaigns and Exceptional Campaigns vary in a few key ways.

And for you, the difference could mean the difference between

Traditional Campaigns

The Idea

#1 Losers Say “That’s Just The Way Things Are.”

Many campaigns are run with a “we’ve always done it this way” attitude. This attitude comes from old school operatives who are reluctant to change.

#2 Losers Think Digital is Subordinate.

They look at digital as the bastard stepchild. If they incorporate digital, it plays a subordinate role to traditional advertising.

#3 Losers Embrace Chaos Marketing.

Far too many campaigns lack the competence, order, and discipline required to run effective and integrated marketing. The approach is like juggling as many balls as possible for as long as possible.

The REALITY

A political campaign is like a startup on steroids in a pressure cooker.

You go from nothing to something in about 18 months.

All of your marketing should reinforce one another and be coherent.

The PROBLEM

When you don’t approach your campaign digitally (and like you would anything else), it becomes an afterthought.

Instead, your campaign will spend more money chasing the same voters (and annoying them with the wrong message in the wrong place at the wrong time).

Exceptional Campaigns

The Idea

#1 Winners Have “Funnel (not Tunnel) Vision”

Traditional Political Campaigns are notoriously anachronistic. Media buying and mediums stay the same (Broadcast, Cable, Radio, Mail), and digital is an afterthought. These campaigners view their primary marketing goals as to get as many impressions or GRPs as possible by running “awareness campaigns.
But what happens after voters are aware? Does the campaign have a plan to pique their interest, help them decide, and take action? All too often, the answer is no. And the approach is a “spray and pray” and “Who cares?! There’s no data anyway.”

Excellent campaigns, however, are markedly different by their fundamental approach to winning larger market share. They embrace funnel marketing. And if you want to be excellent, you must too!

In funnels, the goal of the advertiser is to drive new audience share to a series of sequential steps with each step moving the audience closer and closer toward your desired action.

#2 Winners Embrace “Lifecycle Marketing”

Prompting behavioral change in a person is one of the most difficult problems known to man, let alone hundreds of thousands or millions of people.

If you want to have an excellent campaign, you must change the way you think about how your campaign acquires supporters (voters, contributors, volunteers, etc.).

This behavioral change happens in a universal way, no matter the culture, gender, age, sex, or language spoken. If you want a winning campaign, you must RACE: (Reach your target, convince her to Act, Convert her into a contributor/voter/volunteer, and Engage her in your campaign.
Winning campaigns use the paradigm of lifecycle marketing to focus on each segment of the RACE framework, setting metrics for success, measuring everything, and running experiments ad infinitum to achieve targets. Winners embrace systems’ thinking. Winners embrace sequences.

#3 Winners Build, Measure, and Learn

Legendary mathematician, physicist, and management consult W. Edwards Demming summed it up for all of us when he said, “In God we trust, all others must bring data.”

Winners embrace data. Winners embrace measuring. They are whitecoat scientists who use the scientific method to relentlessly pursue more and more data. Gold used to be king. Then it became oil. Now it’s data. The more data you have, the more powerful you are. If you don’t have data, then it didn’t happen. (Remember the story of the man who caught the 40 foot fish but didn’t take a picture?)
Campaigns are just now starting to come out of the dark ages where advertisers and marketers “spray and pray”, crossed their fingers, and hoped for the best.

Even today, some of these old school folks just buy display ads and/or run youtube commercials. While this is certainly better than using legacy media alone, it’s not that much better.

If you want a winning campaigns, then you need to map out the lifecycle and funnel for their targets (voters, contributors, and volunteers). How will you drive your prospect through each successive phase?

The REALITY

Winners Embrace “Bay Area meets D.C.”

Not since the Florence, Italy has there been place and time with such radical innovation that is changing absolutely everything. The Bay Area is re-inventing more than you realize, faster than you realize, and with or without you.

But power centers like Washington remain antiquated, resistant to change, and run by an old guard who has little interest in your success. You need a guide who understands both worlds.

That’s where we come in.

You see, winning campaigns embrace change, embrace uncertainty, move fast and break things, and “lean-in” toward the uncomfortable process of starting anew.
Omega ROI is here to help guide you through the fog of uncertainty. With offices in San Francisco and Washington D.C., we serve clients in both the tech and political world.

In fact, it’s what makes us such a trusted advisor to both parties. You need someone who not only understands, works with, and builds technology, but also someone who is political.
Anyone who isn’t in the Bay Area probably doesn’t get it. They are at least 3-5 years behind. Don’t be fooled by tech charlatans. You need someone with a proven track record, who lives, eats, and breathes innovation, and who thinks differently from your competition.

These people are in short supply. That’s why you need a partner like use.

Lucky for you, we’re here to help you, to keep you ahead of the curve, at the tip of the spear, and the bleeding edge of innovation. Our firm’s DNA is equal parts D.C. and Bay Area.

The OPPORTUNITY

“The future is already here, it’s just not evenly distributed,” said writer William Gibson.

The 80/20 rule applies widely and only a select few will take advantage of the opportunity to use newer technology and exploit the weaknesses of your enemy. Hierarchies of competence exist everywhere in society. The question is: how will you capitalize on this knowledge for your campaign now?

#1 Omni-Channel

The old days of campaigning involved pushing product out to voters through physical products (mail, radio, broadcast, tv).

Winning campaigns of the present are and will continue to focus on pulling voters into their digital spaces.
Winning campaigns of the future, however, will mimic winning product companies which are heading in an omni-channel direction, creating a seamless bi-directional, online to offline to online flow.

If you want to avoid losing, be competitive, and stay ahead of the run a successful, winning campaign, then you will embrace integrated marketing, making it as easy as possible for your voters/contributors/volunteers to take your desired action.

#2 Net Promoter Score (NPS)

The opportunity is as simple as: happy voters, lots of contributors, and lots of volunteers, winning on election day, and knowing how/why you did.

Did you know that two thirds of Fortune 1000 companies use one simple question to track revenue growth?

The question is simple, “How likely is it that you would recommend our company/product/service to a friend or colleague?”

Higher scores means happier customers (read: voters). Happy voters tell their friends and win you more market share.

You need happy voters/contributors/volunteers and you can have them by implementing what you’ve read here today.

CAPABILITIES

You need someone on you team who can build, own, refine, and optimize your entire digital lifecycle management and marketing/sales funnel. We offer you the essential skills you absolutely must have in order to win.

Commercial Television Production & Placement

If your campaign has a prayer of winning, you need a battle-tested media consultant. That’s where we come in.

Far too many campaigns waste money on television spots that focus on narrow policies, that are full of jargon, and fail to capture the audience.
Here’s some hard truth.

Your voter doesn’t care about you at all.

They care about what you can do for them.

It’s AMAZING how many brands, candidates, and products we see talk about themselves in the first person or first person plural. Don’t be one of them.

Your marketing should focus on the second person and second person plural. Use first person or first person plural sparingly.

As your election day nears, you need a partner who understands universal selling techniques, psychological triggering, targeting, messaging, and who is steeped in political campaigns.

Winning Interruptive advertising (which includes display and video) requires four main things:

First, capturing your voter’s attention.

Second, orienting your message around the benefits your campaign offers.

Third, making your offer relevant to your audience.

Fourth, asking your audience to take some action.

Last, your ad needs to be placed by a certified media planner and buyer (like us) who has credentials, experience, and knows how to get the message in front of your target audience at the right time.

It never ceases to amaze us how many political ads we see on TV, Cable, or YouTube fail to satisfy these five conditions.

Search Engine Marketing (SEM)

You need search engine marketing, search engine optimization, and display/video advertising. Our core offer is driving you traffic (display/video advertising) and converting traffic with search engine optimization (PPC, Retargeting, CRO).

Search Engine Optimization (SEO)

You need to rank the highest position in the search engines that matter to you (Google, YouTube, Bing) so that your voters / contributors / volunteers find the information you want them to find, not the propaganda put out by your competition. We offer everything you need.

Display & Video Advertising

Remember RACE? The first step is Reaching voters by raising awareness for your campaign.

You must raise awareness before you can prompt them to act, convert, or engage. Display advertising is our bread and butter. This is one of our top two most popular offerings.

Here are some of our display partners:

Paid Per Click (PPC)

Once your targets have been reached, they are in your marketing funnel. Perfect! Great job! Now, you need to move them to act and convert them. And to do that, you need to be relevant to the target on their time, in their own device of choice, and regardless of what angle they approach your campaign.

There’s only one product here that is the runaway winner. Google Search. Or, Google Ads.

Display advertising is our bread and butter. This is one of our top two most popular offerings.

Retargeting

Scenario: You pay to get visitors to your site and they leave. What do you do? Easy, you should chase them wherever they go! They are your low hanging fruit for conversions. You need to be remarketing these folks and convert them into your voter/contributor/volunteer database since you have already paid for them.

Conversion Rate Optimization (CRO)

Imagine you pour your advertising budget into chasing an audience who watches/clicks your ads only to leave your website without telling you anything. They don’t give you their email, their phone number, or their zip code. They don’t tell you which issues matter most to them.

YIKES!

That’s a nightmare and political malpractice.

(It’s also how traditional mediums work like Broadcast, Cable, Mail, and Radio work because it’s not possible to interact with these ads.)

With CRO, you optimize the destination page that a web user visits after clicking your advert (no matter whether it’s a display advert on YouTube or another website or whether it’s a paid click campaign).

Conversion Rate Optimization is an absolute must for anyone spending money on paid advertising! No questions, no exceptions.

Strategy

You need pragmatic, real-world-oriented, strategy that’s based on data, experience, and intuition, In short, you need a partner to help you win. That’s why we’re here.

General Consulting

Because you are running for office during an unprecedented technological renaissance heralding in incredible change and transformation, your campaign desperately needs a digital voice working in conjunction with political, polling, communications, management, field, fundraising, and legacy paid media teams to maximize your opportunity space and voter share. We offer this to every client we serve so that you can focus on what you do best: raising money, giving speeches, talking to the media, and winning over voters, contributors, and volunteers.

Communications

You need someone on your team that understands how to use your website to maximize the impact of your message on your target objectives.

Sometimes that means responding to crises. We got your back.

Other times that means bridging the gap between your analog communications office and the digital audiences we’re building for you. We can help you.

It can also mean activating your audience to share their own content (user-generated-content) to their own audiences. No problem, we’re here for you.
Preston got started in politics in middle school. In high school he became an Eagle Scout and in college he won a national championship in collegiate debate.

By the time he was 19 he was on the Louisville Democratic Party Executive Committee and serving as Deputy Director of the Kentucky House Democratic Caucus Campaign Committee: the youngest director-level of a major political party apparatus anywhere in the country.

By 23, he had already been on the front page of the New York Times (above the fold) and was called by Congressional Quarterly "an expert in the use of Super PACs." After working on more than 150 campaigns in more than 10 states in every capacity from volunteer to paid media advisor (and with a 93% career win rate), in 2014 Preston decided to niche down into digital, specifically into search engine marketing.

Today, he helps some of the fastest growing startups in the Bay Area win market-share.

Preston identifies as an independent and helps center-left and center-right candidates who support liberty, equal opportunity, democracy, open markets, tolerance, science, reason, and progress win office.

He splits time between the San Francisco Bay Area and Washington, D.C. where he is a graduate student in Economics at George Mason University.

He also remains active in technology, specifically looking at the intersection of AR, blockchain, and functional medicine technology.

You want results.
And we deliver.

Are you ready to turn goals into achievements?