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CASE STUDY:An Inside Look at How the Oakland County Republican Party Used i360 to Harness Data & Technologyand Power Real Voter EngagementTRANSFORMING LOCALCAMPAIGNS USING i360

Integrate with OCRP’s digital presence to track each interaction a donor, volunteer, or voter takes within a digital property.BACKGROUNDFounded in 2009, i360 is the premier data, technology, and analytics provider for right-of-center campaigns, organizations, and causes. To date, i360 has powered more than 10,000 campaigns across the country. At i360, The Data is the Difference®.Oakland County Republican PartyThe Oakland County Republican Party is the official Republican Party in Oakland County, MI, home to over one million registered voters - more than ten US states. A key metropolitan area, Oakland County has a number of battleground state legislative and Congressional districts, in addition to some of the largest local and school board races.1,064,856Registered Votersacross 50+ municipalities343Local Racesin 2024THE CHALLENGEWith a new leadership team taking over for the 2023-2024 election cycle, the Oakland County Republican Party set out to build a comprehensive peer-to-peer, neighbor-to-neighbor field program. This program would rely heavily on volunteer City Captains, with operational support provided by one full-time paid Field Director who would oversee the larger “snowflake” organizational model. A key concern was achieving buy-in from activists, donors, and candidates - past cycles had been plagued by outdated data and buggy apps, which could not be allowed to happen again. With this in mind, OCRP knew they would need to find a vendor to provide robust data and reliable technology to power their efforts while meeting the following needs:Maintain a comprehensive voter file, enhanced with consumer data, including phone numbers, email addresses, and behavioral data.“A consistent theme we picked up on while running for OCRP leadership was the frustration candidates and volunteers had with tools they were forced to use in the past. 2024 was too important - we weren’t going to allow that again when we knew there was a good solution out there.”-Vance Patrick, OCRP Chairmani360Provide predictive models to allow for robust segmentation on partisanship/ideology, issue preference, and turnout likelihood.Support integration with mobile applications that allow door-to-door canvassing, volunteer-to-voter phone calls, and peer-to-peer texting.Be highly scalable to allow use by all precinct delegates and local campaigns with a variety of scripting and tagging needs.Allow OCRP to manage their communications across a number of channels with activists, donors, and voters in a CRM.

Integrate with OCRP’s digital presence to track each interaction a donor, volunteer, or voter takes within a digital property.BACKGROUNDFounded in 2009, i360 is the premier data, technology, and analytics provider for right-of-center campaigns, organizations, and causes. To date, i360 has powered more than 10,000 campaigns across the country. At i360, The Data is the Difference®.Oakland County Republican PartyThe Oakland County Republican Party is the official Republican Party in Oakland County, MI, home to over one million registered voters - more than ten US states. A key metropolitan area, Oakland County has a number of battleground state legislative and Congressional districts, in addition to some of the largest local and school board races.1,064,856Registered Votersacross 50+ municipalities343Local Racesin 2024THE CHALLENGEWith a new leadership team taking over for the 2023-2024 election cycle, the Oakland County Republican Party set out to build a comprehensive peer-to-peer, neighbor-to-neighbor field program. This program would rely heavily on volunteer City Captains, with operational support provided by one full-time paid Field Director who would oversee the larger “snowflake” organizational model. A key concern was achieving buy-in from activists, donors, and candidates - past cycles had been plagued by outdated data and buggy apps, which could not be allowed to happen again. With this in mind, OCRP knew they would need to find a vendor to provide robust data and reliable technology to power their efforts while meeting the following needs:Maintain a comprehensive voter file, enhanced with consumer data, including phone numbers, email addresses, and behavioral data.“A consistent theme we picked up on while running for OCRP leadership was the frustration candidates and volunteers had with tools they were forced to use in the past. 2024 was too important - we weren’t going to allow that again when we knew there was a good solution out there.”-Vance Patrick, OCRP Chairmani360Provide predictive models to allow for robust segmentation on partisanship/ideology, issue preference, and turnout likelihood.Support integration with mobile applications that allow door-to-door canvassing, volunteer-to-voter phone calls, and peer-to-peer texting.Be highly scalable to allow use by all precinct delegates and local campaigns with a variety of scripting and tagging needs.Allow OCRP to manage their communications across a number of channels with activists, donors, and voters in a CRM.

i360 Action, Events & Vote i360 AnalyticsPetitions, surveys, & event sign-ups fed directly back to the voter’s profile. GOTV efforts promoted “OCRP Votes,” a page where voters could find their polling place or submit an absentee application.Built-in dashboards allowed for real-time tracking of volunteer activity and results. The i360 Absentee & Early Vote Dashboard provided daily analysis of AB/EV trends, helping inform strategy.THE SOLUTIONAfter evaluating several options, OCRP engaged i360 to provide a full suite of data and integrated field and digital tools to power their efforts. i360 immediately matched OCRP’s historical datasets - including donor, event, and delegate information - into OCRP’s i360 data silo, giving a truly comprehensive view of every contact within their database. From there, the OCRP team leveraged i360’s Predictive Models to build out their targeting universes and vote goals. These could be drilled down to the precinct and neighborhood level and were made available to every City Captain and volunteer. City Captains and candidates were given user-level access to the i360 Portal, where they could build custom scripts for i360 Call and i360 Walk surveys, create new volunteer accounts, and view the results coming in from the field without having to rely on OCRP staff or an outside data department as they had in past cycles.THE SOLUTIONi360’s Fully Integrated Platformi360 Datai360 Portal & CRMi360 Predictive Modelsi360 Field AppsWith over 1,800 native data points, i360’s data powered every aspect of OCRP’s voter contact efforts. Augmented with OCRP’s historical datasets, the party had a complete picture of every voter.Whether simple or complex, users could run custom queries and export the data as needed. Staff used the integrated CRM to recruit volunteers while local candidates leveraged it for fundraising.Since Michigan lacks party registration and tracked primaries, i360’s Affinity Model was essential to building out universes and tracking progress throughout the election cycle. i360 Walk, i360 Call, & i360 Text allowed campaigns to reach the right voter, at the right place, at the right time, while automatically pushing results back to the i360 Portal, CRM, and dashboards.OCRP leadership had already planned to overhaul their existing website, which was built on an outdated platform and was difficult to update. Using i360 Site Builder, a new site was built in under a week and directly integrated with OCRP’s i360 instance. This meant that every interaction and sign-up was matched to existing records within the system instead of creating problematic duplicate records or relying on exporting and importing data between multiple platforms.Another critical tool in OCRP’s digital toolbox was their i360 Action site. The customized action center housed petitions, events, landing pages, surveys, and volunteer opportunities. Activists could create an i360 volunteer account directly from the signup page, saving critical time. Voters were able to opine on issues and candidate preferences - data that went directly into i360 and assisted in the daily updating of OCRP’s targeting universes and dynamic scripts.i360 Vote powered the customized “OCRP Votes” site, which allowed voters to easily find their Early Voting and Election Day polling location or submit a pre-filled absentee ballot application.

i360 Action, Events & Vote i360 AnalyticsPetitions, surveys, & event sign-ups fed directly back to the voter’s profile. GOTV efforts promoted “OCRP Votes,” a page where voters could find their polling place or submit an absentee application.Built-in dashboards allowed for real-time tracking of volunteer activity and results. The i360 Absentee & Early Vote Dashboard provided daily analysis of AB/EV trends, helping inform strategy.THE SOLUTIONAfter evaluating several options, OCRP engaged i360 to provide a full suite of data and integrated field and digital tools to power their efforts. i360 immediately matched OCRP’s historical datasets - including donor, event, and delegate information - into OCRP’s i360 data silo, giving a truly comprehensive view of every contact within their database. From there, the OCRP team leveraged i360’s Predictive Models to build out their targeting universes and vote goals. These could be drilled down to the precinct and neighborhood level and were made available to every City Captain and volunteer. City Captains and candidates were given user-level access to the i360 Portal, where they could build custom scripts for i360 Call and i360 Walk surveys, create new volunteer accounts, and view the results coming in from the field without having to rely on OCRP staff or an outside data department as they had in past cycles.THE SOLUTIONi360’s Fully Integrated Platformi360 Datai360 Portal & CRMi360 Predictive Modelsi360 Field AppsWith over 1,800 native data points, i360’s data powered every aspect of OCRP’s voter contact efforts. Augmented with OCRP’s historical datasets, the party had a complete picture of every voter.Whether simple or complex, users could run custom queries and export the data as needed. Staff used the integrated CRM to recruit volunteers while local candidates leveraged it for fundraising.Since Michigan lacks party registration and tracked primaries, i360’s Affinity Model was essential to building out universes and tracking progress throughout the election cycle. i360 Walk, i360 Call, & i360 Text allowed campaigns to reach the right voter, at the right place, at the right time, while automatically pushing results back to the i360 Portal, CRM, and dashboards.OCRP leadership had already planned to overhaul their existing website, which was built on an outdated platform and was difficult to update. Using i360 Site Builder, a new site was built in under a week and directly integrated with OCRP’s i360 instance. This meant that every interaction and sign-up was matched to existing records within the system instead of creating problematic duplicate records or relying on exporting and importing data between multiple platforms.Another critical tool in OCRP’s digital toolbox was their i360 Action site. The customized action center housed petitions, events, landing pages, surveys, and volunteer opportunities. Activists could create an i360 volunteer account directly from the signup page, saving critical time. Voters were able to opine on issues and candidate preferences - data that went directly into i360 and assisted in the daily updating of OCRP’s targeting universes and dynamic scripts.i360 Vote powered the customized “OCRP Votes” site, which allowed voters to easily find their Early Voting and Election Day polling location or submit a pre-filled absentee ballot application.

THE RESULTSOCRP collected data on 237,803 door knocks and 148,111 phone calls, as well as collecting significant candidate support data through a peer-to-peer texting program using i360 Text, which was able to reach voters who are not traditionally reachable at the door or via phone call. In total, over 1.8 million P2P text messages were sent, with all response data tagged to improve models and targeting.Overall, OCRP provided more material support to its candidates during the 2023-2024 cycle than in all recorded OCRP history, allowing the party to overperform on the straight-ticket ballot compared to the 2020 election.The clear value of OCRP’s unprecedented field program within the county paved the way for the re-election of the party’s leadership team and a renewed commitment to investing in and expanding the peer-to-peer, neighbor-to-neighbor organizing effort ahead of the 2026 election.THE RESULTSNate WilkowskiTerri NallamothuMark Gunni360 made it easy to manage hundreds of volunteers and eliminated the burden of manually cutting turf. Total game changer.i360 was easier to use and more accurate than what we had in 2022, which made a noticeable difference in volunteer morale.Without OCRP’s successful deployment of the i360 platform, especially i360 Text, I would not have won in 2023.OCRP Field Director (2023-2024)Candidate for Troy City CouncilMargin of Victory: 43 VotesOCRP Vice Chair237,803Doors Knocked10,000+Digital Actions148,111Calls MadeAs of February 2025, OCRP’s efforts had reached Finalist status for the 2025 Reed Awards in the category of Best Use of Technology for GOTV, with awards set to be decided in late March.1.8M+Texts Sent7M+Records Exported

THE RESULTSOCRP collected data on 237,803 door knocks and 148,111 phone calls, as well as collecting significant candidate support data through a peer-to-peer texting program using i360 Text, which was able to reach voters who are not traditionally reachable at the door or via phone call. In total, over 1.8 million P2P text messages were sent, with all response data tagged to improve models and targeting.Overall, OCRP provided more material support to its candidates during the 2023-2024 cycle than in all recorded OCRP history, allowing the party to overperform on the straight-ticket ballot compared to the 2020 election.The clear value of OCRP’s unprecedented field program within the county paved the way for the re-election of the party’s leadership team and a renewed commitment to investing in and expanding the peer-to-peer, neighbor-to-neighbor organizing effort ahead of the 2026 election.THE RESULTSNate WilkowskiTerri NallamothuMark Gunni360 made it easy to manage hundreds of volunteers and eliminated the burden of manually cutting turf. Total game changer.i360 was easier to use and more accurate than what we had in 2022, which made a noticeable difference in volunteer morale.Without OCRP’s successful deployment of the i360 platform, especially i360 Text, I would not have won in 2023.OCRP Field Director (2023-2024)Candidate for Troy City CouncilMargin of Victory: 43 VotesOCRP Vice Chair237,803Doors Knocked10,000+Digital Actions148,111Calls MadeAs of February 2025, OCRP’s efforts had reached Finalist status for the 2025 Reed Awards in the category of Best Use of Technology for GOTV, with awards set to be decided in late March.1.8M+Texts Sent7M+Records Exported

Contact Uspolitical@i-360.comi-360.comThe Blueprint for Winning School Board RacesLearn More:i360 + Wake County GOP:Winning by 401 Votesi360 + San Diego GOP: Managing Local Campaigns at Scale i360 + Washoe County GOP:Taking Charge, Winning Elections