Strategy

We design an integrated strategy that guides all your communications, in all media. We start from these core principles:

• Focus: The simple, powerful idea that unifies all your messages, no matter how complex your media mix.
• Emotion: The goal is not just to inform, but to influence. Emotion is the key.
• Data: Design must answer real world needs, delivery must be targeted, and results must measurable.
• Authenticity: The truth is not only better ethically, it's more powerful. And it requires a lot less maintenance.

Example

Mayor of Salinas, California

Boots Road client Dennis Donohue was elected mayor of Salinas in a landslide, winning nearly 70% of the vote. Two years later, he was unopposed for re-election.

At the time of Dennis Donohue's first campaign, Salinas faced severe gang violence and an economic decline. And yet he ran on the slogan "Imagine A Great City", inspiring voters with a vision of all Salinas could be if it recognized the opportunities before it. A substantive platform backed it up, organized under Peace, Prosperity and Image. Despite a heavily negative opposition campaign, voters responded to the Donohue campaign's unified sense of confidence, ability and innovation, projected via TV, radio, web, email, direct mail, earned media and events. Today Mayor Donohue is fulfilling his campaign promises, starting with reinventions of the city's public safety and economic development strategies.