© 2015 HashtagPinpoint™ - Page 1

“Our Facebook

team’s targeting was

masterful, identifying

conservative

Facebook users and

promoting posts that

would spike to over

70,000 impressions.

The number of older

voters using

Facebook continues

to grow, which made

it a prime target for

this low turnout

election dominated

by voters age 55 and

above. Our

opponent’s

lackluster effort

again allowed us to

dominate this

medium.”

- Tim Clark,

Consultant for John

Moorlach’s California State

Senate campaign

When $200k beats $750k In a close California Senate District 37 race, where both candidates shared many

of the same positions, Don Wagner and his allies were unable to win—even with a

4-to-1 spending advantage—against John Moorlach and his name recognition.

With a very limited traditional marketing budget, the Moorlach for Senate 2015

campaign used a savvy social media strategy to turn out more votes in spite of

Wagner’s mailers, voter opinion polls, cable television spots, and robo calls.

The Moorlach campaign was able to create effective videos that were ultimately

distributed to the exact voting audiences needed to put him over the edge. This

effort solidified the “right” vote well ahead of election day. Thus, Moorlach won by

6% and as well as crossing the magic 50% threshold to prevent another general

election.

Why Social Media Worked So Well The Moorlach campaign utilized HashtagPinpoint™ to identify, analyze, and

create precise audiences for their messaging. In doing so, the campaign spent far

less money while significantly gaining more value from their messaging:

Measurable — The campaign quickly determined if their messaging was

effective from the response, sharing, and engagement rates of the ads

Flexible — Ineffective messaging was quickly replaced, giving the campaign

time to course correct; this is impossible with printed materials

Scalable — Influencers who shared the campaign’s digital media provided

free messaging to others for the campaign

Affordable — The SMM marketing costs to the campaign were significantly

less then that of traditional marketing

MOORLACH FOR SENATE 2015 HashtagPinpoint™ Case Study March 2015

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Targeting Like Never Before The Moorlach campaign had specific audiences in mind for its strategy:

People 55+ (more likely to vote in run-offs)

Fiscal Conservatives

Social Conservatives

Anti-Union

Business owners

Family Activities

This presented a clear targeting opportunity for HashtagPinpoint™, locating

regional voters belonging to groups as well as having interests in:

Senior groups

Gun ownership

Churches

Faith-based organizations

Initiatives

Specific local businesses

Where It All Intersects Using the demographic and profile definition above, HashtagPinpoint™ was able

to research and create these precise audiences in each city within District 37, and

customize messaging for each group as targeted posts/ads on Facebook. This

also allowed the campaign to quickly rebut any opponent messaging affecting the

campaign—faster than any printed materials or television spots.

District 37 Centered around the City of Irvine, CA,

District 37 encompasses roughly 1/3 of

Orange County. The following cities are

part of the district:

Anaheim

Costa Mesa

Huntington Beach

Irvine

Lake Forest

Laguna Beach

Laguna Woods

Newport Beach

Orange

Tustin

CA Senate District 37

District 37 Breakdown

© 2015 HashtagPinpoint™ - Page 3

CONTACT US!

Let us help you analyze, extract,

and message to your constituency.

Our firm is available on a per-

campaign or ongoing retainer

basis.

Pasquale Talarico, CEO

M: 714-719-3345

pasquale@hashtagpinpoint.com

Kevin Perkins, COO

M: 949-370-6924

kevin@hashtagpinpoint.com

Let us help YOU!

Pinpoint Campaigns™

We provide precision ad campaigns that address your exact target market.

Each campaign runs in a specified Social Media Marketing (SMM) channel

(Facebook and/or Twitter) for a specific period of time, at the budget you

designate. Each price includes the initial consult, queried audience develop-

ment, campaign creation, media buy, and final reporting. The most effective

campaigns typically run for 30 days, but each campaign can be tailored to

your needs.

Pinpoint Strategy™

Often in concert with our Campaigns, we provide a collection of analysis and

execution methodologies that can be applied to your SMM initiatives. Wheth-

er it’s developing engaging content for your customers (posts, brands, vide-

os, etc), monitoring campaigns, providing call-to-actions, or uncovering new

markets… our team can address the major trends, challenges, and opportu-

nities for your business to maximize your marketing efforts.

Pinpoint Analytics™

Our comprehensive strategy offering provides a drill-down analysis of what’s

working—and what’s not—with your keywords, URLs, and hashtags that you

use. Learn how your content is shared, what your competition is doing, and

who your top influencers are.