While Prolegis’ team is focused on growing their platform, they needed a marketing partner who could act as an extension of their team. Cue Grafik. We came in to conduct immersion and positioning that served as the strategic backbone for developing campaigns to drive user registration.
Prolegis
Equipping the next generation of legislative leaders
Prolegis is a new platform that brings together tools and information covering complex policy topics and legislation. Anyone can sign up for Prolegis and use it to stay on top of the bills and issues that matter to them. Its intuitive, robust databases help journalists, lawyers, and other policy enthusiasts easily track legislation and other Congressional matters. And in particular, it is designed to help those working on Capitol Hill do their jobs more effectively. By signing up with a House or Senate email, Congressional staffers can unlock additional features, such as a staff directory to connect with others on the Hill.
Once our team finalized a creative direction for the visuals as well as taglines and messaging, campaign tactics included developing a landing page, HubSpot email templates, and ad assets for a variety of platforms. In addition to typical Google and social ad placements, our team pursued channels including Instagram and leveraged TikTok influencer partnerships to target a younger, socially and technologically savvy audience. We supplemented the campaign creative with timely memes to promote Prolegis in a more organic way. And throughout it all, tapping into vocabulary and jargon used on the Hill was key to crafting compelling content.
As the campaign continues to evolve, Grafik will continue to support with additional creative development, email marketing guidance, and expanded messaging to support new features as they’re introduced.
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