EMILY's List Rebrands

Challenge

EMILY’s List, the nation’s largest resource for women in politics, has raised over $400 million to support pro-choice Democratic women candidates. While EMILY’s List has always enjoyed high visibility in political circles, there was little awareness of the organization’s mission outside "the Beltway.” As the U.S. entered a highly competitive mid-term election cycle, it became clear EMILY’s List would need to diversify their traditional donor base and attract a younger, affluent, action-minded audience.

Strategy

After undergoing an intensive brand refresh, EMILY’s List was ready to expand their reach, re-energize donors and build excitement around their largest annual fundraiser, the We Are EMILY awards.

Maven identified key national and online lifestyle and business outlets targeting professional women aged 35-55, the PAC’s target demographic. We developed a multipronged media strategy to highlight not only EMILY’s List candidates, but also leaders and influencers within the organization that could give the group a more personal face. In addition, Maven worked with the PAC’s digital team to give media placements legs via social media, and create campaigns for the We Are EMILY event.

Results

Maven successfully helped EMILY’s List reach a new generation of women, with placements in publications like ELLE, Cosmopolitan, Essence and BlogHer. During the We Are EMILY event, the hashtag #WeAreEmily was trending on Twitter.

Back to Case Studies