Background 

For the first time in Chicago’s history, voters in 2024 were tasked with electing members of the School Board —a shift from the previous process where Board members were appointed by the mayor. The introduction of these newly elected positions presented a highly competitive landscape, with well-funded opposition and the powerful influence of the Chicago Teachers Union (CTU). Kinetic Strategies partnered with a slate of Democratic candidates, championing their campaigns and propelling two of them to victory in tightly contested races.

Approach

Kinetic served as the principal media consultant for the slate of candidates, leading the development of a messaging strategy and executing a comprehensive multi-channel paid digital program across four target districts in Chicago. Grounded in extensive research into voter demographics and data, we crafted unique messaging tailored to each candidate and district. Facing well-funded opposition, Kinetic employed a dual strategy. We first signaled key priorities in a redbox for allied groups. Simultaneously, we launched direct efforts to boost our candidates’ name ID by highlighting their positive agenda and bio while drawing clear contrasts with their opponents, who were aligned with the unpopular Mayor and CTU. To maximize outreach, we implemented a diverse media mix spanning programmatic display, programmatic video, CTV, and Meta, including formats ranging from static to 15s direct-to-camera videos to 6s bumpers.

Result

The campaign achieved a significant impact despite being outspent by opponents. Kinetic executed a six-figure paid communications effort that successfully reached the targeted persuadable voters and mobilized our GOTV universe. The results were remarkable: while all races were highly competitive, Angel Gutierrez and Carlos Rivas achieved come-from-behind victories, directly supported by the strategic program we led.