Every campaign has a deadline
Raincross plans and buys campaign media against a date that will not move, so persuasion, reach, and turnout all land while the vote is still in front of the voter.
The people behind our campaign media work.
Budget left unspent on election night was never a saving.
There is no extension on Election Day
Most advertising can be fixed next quarter. Campaign advertising cannot. The date is fixed before the first dollar is spent, and every decision after that is a decision about time: how much of it is left, what it costs this week, and what will still be unbought when it runs out.
That changes the order of the work. Audience and geography are settled first, because they decide the size of the job. Reach and frequency targets come next, because they decide the cost. Creative and channel follow, because they are the only variables cheap enough to change late.
It also changes what we promise. A click is not a vote and we will never present it as one. We commit to exposure that is verifiable, spend that is fully deployed before the polls close, and reporting a committee can defend.
03 / What matters
Four variables decide a campaign buy
Everything else is execution. These four set the ceiling.
Audience
Who can still be moved, and who only needs to be reminded to show up. Those are two different budgets.
Reach
A district has a finite number of voters. Reach is the honest measure of how many of them the plan can actually touch.
Frequency
One impression is noise. Persuasion is bought in repetition, and repetition has to be planned, not hoped for.
Timing
Inventory tightens and prices climb as the date approaches. What is bought early buys more.
Fig. 01
From campaign strategy to voter exposure
The plan runs left to right, but it is built right to left, from the date backwards.
Reach and frequency are the contract
Persuadable and turnout budgets stay separate
Nothing is left unspent on election night
Four voters, four jobs
A single message pointed at all of them does the work of none of them.
- 01
Persuadable voters
Undecided or soft. They need argument and repetition, and they are the most expensive audience in the plan.
- 02
Supporters
Already convinced. The only remaining job is turnout: the date, the method, and the reminder.
- 03
Low-awareness voters
Not following the race at all. They need reach and simple recognition long before they need a position paper.
- 04
Geographic priorities
Precincts and districts where a marginal vote is worth several elsewhere. Money follows the map, not the average.
The work a campaign usually needs.
Advertising
Programmatic Media Buying
Biddable display, video, native, and audio inventory bought against audience quality and verified outcomes.
Advertising
Connected TV
Streaming television bought like performance media, with reach that reconciles to outcomes.
Advertising
Paid Social
Audience-led social media buying built on creative testing, not boosted posts.
Advertising
Geofencing
Location-defined audiences built from real-world behavior, then measured to visits and revenue.
Advertising
Paid Search
Search demand captured at the moment of intent, bid against revenue rather than clicks.
Strategy
Audience Strategy
Who marketing needs to reach, defined by behavior, intent, geography, and journey stage before any channel is chosen.
Strategy
Campaign Strategy
How a specific launch or initiative should work: objectives, channel roles, sequencing, messaging, and measurement expectations.
Analytics
Marketing Analytics
Measurement designed around business questions, so marketing performance can be explained rather than guessed.
- Not sure where to start
Tell us what you are trying to grow, and we will map the right mix.
Start a conversation
Pl. 02 / the last two weeks cannot be bought back
Questions we are asked by campaigns and committees.
How late is too late to start?
Media can be bought quickly. Persuasion cannot. Inventory tightens and pricing climbs in the final weeks, so the earlier the plan is set, the more of the budget goes to exposure instead of scarcity premiums.
How do you reach voters when platforms limit political targeting?
We combine what the voter file supports with geography, district boundaries, and contextual signals, then hold every tactic to a reach and frequency target rather than assuming a perfect match rate.
What can actually be measured before the vote?
Reach, frequency, cost per thousand in each priority geography, creative completion, and site and video engagement. Persuasion is inferred through polling and geographic comparison, never claimed from a click.
Do you handle disclaimers and platform certification?
Yes. Disclaimer placement, advertiser verification, and platform political certification are built into the launch schedule, because an unverified account is the most common reason a flight starts late.
Do you work with a particular party?
We work on the media and measurement side of campaigns, committees, and ballot measures. Our value is audience planning, buying discipline, and reporting that holds up, not political affiliation.
How is this different from your public sector work?
Public sector work is ongoing communication on behalf of an agency. Campaign work runs against a fixed date, with a persuasion and turnout objective and a budget that has to be fully spent before the polls close.
Start here
Tell us the date and the district
Send us your election date, your target geography, and your budget. We will show you the reach and frequency it buys, and what it costs to wait.
Or call (800) 505-7570