RE-ELECT GAIL LARSON FOR CITY COUNCIL CAMPAIGN

March–November 2023

THE CHALLENGE

Councilmember Gail Larson was running for re-election in a competitive race and was widely viewed as the most vulnerable candidate on the ballot. Despite her track record of service, she needed a strategy to reframe her image, cut through voter skepticism, and position herself as the community’s most trusted leader.

MY ROLE & APPROACH

  • Campaign Strategy & Direction: Designed and executed the overall campaign plan, positioning Gail Larson as a responsive, caring, and trusted community leader.

  • Communications & Messaging: Crafted a cohesive narrative across press, digital, and grassroots channels; developed talking points and rapid-response messaging that consistently reinforced Gail’s reputation for integrity and accessibility.

  • Digital Infrastructure: Built and managed the campaign website, email program, and social media channels to engage thousands of voters with clear, accessible information.

  • Creative Production: Produced all campaign materials, including yard signs, mailers, flyers, Meta ads, and digital graphics, ensuring professional and consistent branding across every touchpoint.

  • Fundraising & Donor Engagement: Directed fundraising strategy by coordinating targeted appeals, digital asks, and donor events, securing contributions from both grassroots supporters and larger donors.

  • Targeted Voter Engagement: Managed paid digital advertising (Meta ads and targeted online content) to reach key audiences and reinforce campaign messaging.

RESULTS

Gail Larson overcame initial vulnerabilities to secure a decisive victory, finishing with the highest vote total of any candidate on the ballot. Through disciplined strategy, strong branding, and multi-channel communications, the campaign successfully reshaped her image and strengthened her standing with voters across Cleveland Heights.