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Orange County Registrar of Voters
Brand Identity and Messaging; Paid Media; Public Relations; Content Creation; Video Production; Campaign Measurement and Reporting
Leading a multi-faceted, multi-language voter communications and education campaign to educate current and prospective Orange County voters on how to vote easily and securely.
Challenge
The Challenge
In the county with the 6th-highest number of registered voters in the country and five required languages,
Westbound crafted strategies for educating voters about all the ways to vote, including extensive media
relations, digital and social media, advertising, video production, and collateral development. We created and
launched a campaign tagline that resonated with Orange County’s multicultural audiences and varying
preferences; developed multicultural communication tools to educate voters about how to vote; secured media
coverage to share important and factual information with the public, focusing on the security and integrity of
elections; and spread awareness through cost-effective influencer marketing strategies.
The Solution
Westbound managed a fully integrated marketing and communications program that reached the county’s 3.3
million residents and 1.8 million registered voters with messages that reinforced the integrity and security of the
election process. During the days leading up to and including the Primary Election Day, Registrar of Voters Bob
Page appeared on national broadcast (NBC Nightly News with Lester Holt, MSNBC Election Night Special and CNN
Election Night Special), regional broadcast (KABC, KNBC, KCAL/KCBS, Spectrum News), regional radio (KPCC, KFI),
regional print and online (Los Angeles Times, Orange County Register, Voice of OC), and many more. For the
General Election, we managed the same regional broadcast, radio, print, and online outlets that covered election
results and top stories.
By the Numbers
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