Voices for a Safer Tennessee
Statewide Digital Infrastructure & Audience Segmentation
Project Background
We began working with Voices for a Safer Tennessee in its early development, helping the newly formed nonpartisan advocacy organization build the digital infrastructure and audience systems needed for long-term growth.
Our work centered on segmentation—turning raw supporter data into meaningful audience understanding. By aligning data collection, analytics, and outreach systems, we helped the organization grow to nearly 30,000 members while communicating clearly and credibly across political lines.
Highlights
• Built audience and donor infrastructure from early stages to support rapid statewide growth
• Developed comprehensive segmentation framework connecting Meta, Google, and email channels
• Implemented Waterloo Track for first-party visibility and precision targeting
• Designed unified reporting and analytics dashboards for campaign transparency
• Equipped internal team to maintain audience insight and campaign optimization independently
• Organization now operates with measurable visibility into who it’s reaching, how they engage, and where support is growing
• Segmentation transformed one statewide audience into many distinct communities—each understood, respected, and engaged on its own terms
• Clarity allows leadership to measure real impact, communicate credibly across divides, and sustain momentum for years to come