Bringing Precision Targeting to Policy Influence
Services
Client
Labor Union
Industry
Education
Year
2025
In the lead-up to a pivotal policy debate, a prominent labor organization partnered with MHTN to reach the audiences who mattered most.
Overview
When traditional advocacy alone wasn’t enough to shape a fast-moving policy debate, a leading labor group turned to MHTN for a more precise digital program. Facing a limited window for engagement, we built a tightly focused campaign to identify and reach the small ecosystem of this organization’s decision makers and influencers capable of shifting public policy outcomes. Our campaign amplified their position and together, we ensured that lawmakers, local constituents and education allies heard their messages loud and clear.
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Opportunity
The client faced a complex challenge: a policy debate among a few decision-makers with limited visibility and no public pressure. Traditional advocacy was too slow, so the team aimed to reach stakeholders, media, and elected officials tracking the hearing, highlight the shortcomings of the existing formula, and position the labor group as the authoritative, people-first voice in the discussion.
Our approach layered a fast-moving cadence of organic posts and digital ads with a sharply focused paid strategy.
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A 5-day burst of pre-, during- and post-hearing content across X/Twitter, pushing out compelling infographics, GIFs, and direct quotes from union leaders.
Boosted high-impact posts on X using a limited budget from August 11–15.
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Messaging emphasized the time gap in the formula, inequitable student support and the organization’s call to bake areas of specific need into the formula, such as reducing class sizes.
Results
Content delivered over 200K impressions in under 5 days and achieved an engagement rate more than 2x platform average.
Impressions
Engagement Rate
Average Engagement
Team
Maxwell Morgan
,
Audrey Porter
,
Max Levine Murray
,
Wei "Wayland" Guo
,
Trey Mead
,
