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2021 Voter Guide

Pollen | Pillsbury United Communities | Sahan Journal
 
 

Too many decisions that impact our lives exclude us. But #MplsIsUs. Created in partnership with Pillsbury United Communities and Sahan Journal, Pollen’s 2021 voter guide for Minneapolis includes candidates’ responses to questions from the community Imagination has been a core part of Pollen from the start. Over the years we’ve asked each other to imagine quite a bit: a fairer workplace, a greener environment, a more equitable community, a safer city — just to name a few. And when it comes time to push our imagined future into reality, we have to be ready.Elections are one tool we have to make that push in Minneapolis — finding leaders who share our vision for the future, and who can bring that sense of what’s possible with them to the halls of power. To help voters make informed choices this election season, Pollen worked with Sahan Journal and Pillsbury United Communities to ask Minneapolitans what they wanted to know about the people on their 2021 ballots. The result is a voter guide — made by the community, for the community — that can help you get fully informed on this year’s candidates for Minneapolis mayor and city council.

Editorial // Jerome Rankine, Aala Abdullahi
Community Engagement // Julie Cohen, Kenzie O’Keefe
Project Management // Jessica Taylor, Kenzie O’Keefe
Creative Direction & Design // Melanie Walby
Photography // Jaida Grey Eagle, Ben Hovland, Ryan Stopera
Illustration // Allegra Lockstadt, Emma Eubanks, Terresa Moses, Ricardo Levins Morales, Leslie Barlow, Luis Fitch 
Web Development // Scott Garrison, Limitless Exposure

A desire for change is reaching further than before. New faces are joining our city’s colorful palette of folks who have been working for generations to change a broken status quo. We put a ton of work into inspiring the city and reaching new voters through experiential design, fence banners that included community responses, ad space, and fliering across the city.

 

 

 

 

 

METRICS & REACH
412 community survey responses
39 of 52 (75%) city council/mayoral candidates responses
24,338 voter guide page views between 9.19.21—11.02.21

EMAIL DISTRIBUTION
Sept 21 (lead): 8,943 recipients | 33.8% open rate | 7.1% click rate
Oct 8 (event): 8,875 recipients | 22.7% open rate | 1.2% open rate
Oct 19 (2nd story): 8,845 recipients | 27.4% open rate | 3.2% click rate
Nov 2 (lead): 8,820 recipients | 25.3% open rate | 1.9% click rate

SOCIAL MEDIA ENGAGEMENT
between 9.19.21—11.02.21
FB/Instagram: 11,250 reach, 899 engagements
Twitter: 78,405 impressions, 2,154 engagements
23 posts on instagram tagged with #mplsisus and over 20+ instagram stories
22 tweets tagged with #mplsisus

AD PLACEMENTS
2 billboards | 4 weeks | 212,156 impressions
North News Cover and 4 spreads | Distributed in Wards 4 & 5 | Circulation of 10k.
1 radio interview on KRSM

PRINT DISTRIBUTION
48 volunteers for print distribution across 13 wards
65 fence banners | 325 19×27 posters | 1,300 11×17 posters
140 8×10 prints (per language)
translated to Somali, Hmong, Spanish and Oromo.

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