Overview
As Representative Brad Wilson transitioned from Utah House Speaker to a U.S. Senate run, his successor, Mike Schultz, stepped into the role. While both leaders shared a conservative outlook, Schultz’s folksy, direct style called for a new communication approach. Our goal was to amplify his message in a way that matched his strengths and resonated with both legislators and the public.
Challenge
With changing media landscapes and Schultz’s more conversational style, traditional op-eds were less impactful. We needed a medium that captured his authentic voice and reached audiences more effectively, especially during the fast-paced legislative session.
Approach
To align with Speaker Schultz’s strengths, we pivoted from written op-eds to a series of short-form video op-eds. Each month—and weekly during the legislative session—we produced polished, minute-and-a-half videos where Schultz could articulate his views on key policies. These videos provided a controlled yet personable platform, effectively setting the narrative and engaging both the legislature and the public.
Execution
Northbound Strategy worked closely with Speaker Schultz to script and produce these video op-eds. Each video was distributed across his and the House’s social media channels, ensuring wide reach and engagement. The format allowed Schultz to present his message clearly and consistently, resonating with viewers and setting the tone for legislative discussions.
Results
The video op-eds garnered significant engagement on social media, reaching both constituents and lawmakers with a format that matched Schultz’s authentic style. The approach strengthened his public presence, helped shape policy conversations, and highlighted his leadership during the legislative session.
Conclusion
This case study demonstrates how Northbound Strategy leveraged short-form video to align communication methods with a leader’s personal style, ensuring effective and engaging messaging that cut through the noise.
