Confidential Proposal
Protecting the dealers who keep your communities running.
Make suburban lawmakers feel the ground move beneath them before November.
Speaker-First
The campaign anchors on Speaker Welch’s 7th District (Westchester, Elmhurst, Oak Brook corridor) and the dealer-dense surrounding towns. His speakership is the unlock.
Community = Dealership
Messaging ties franchise dealers directly to local identity: property tax revenue, local employment, and service infrastructure no direct-sale model can replicate.
Constituent Pressure
Ads reach homeowners and voters in targeted legislative districts — not broad DMAs. Every impression is a constituent talking back to their representative.
60-Day Runway
September launch gives enough time to build frequency before the veto session window. Start early, sustain through October, peak in the final two weeks.
Display + Social Only
Speaker’s District + Surrounding Towns
7th District: Westchester, Elmhurst, Oak Brook, Maywood, Broadview + Villa Park, Countryside, Downers Grove
| Channel | CPM | Spend | Impressions |
|---|---|---|---|
| Meta (FB/IG) | $15 | $6,000 | 400K |
| Programmatic Display | $6 | $4,000 | 667K |
| Media Total | $10,000 | ~1.07M |
4 Priority Districts
Canty (54th) · Deuter (45th) · Gabel (18th) · Guzzardi (39th) — priced individually, mix and match
| Channel | CPM | Spend | Impressions |
|---|---|---|---|
| Meta (FB/IG) | $15 | $2,500 | 167K |
| Programmatic Display | $6 | $1,500 | 250K |
| Media Total | $4,000 | ~417K |
Speaker’s District + Surrounding Towns
7th District: Westchester, Elmhurst, Oak Brook, Maywood, Broadview + Villa Park, Countryside, Downers Grove
| Channel | CPM | Spend | Impressions |
|---|---|---|---|
| Meta (FB/IG) | $15 | $8,000 | 533K |
| Programmatic Display | $6 | $5,000 | 833K |
| Google Display Network | $6 | $3,000 | 500K |
| Media Total | $16,000 | ~1.87M |
4 Priority Districts
Canty (54th) · Deuter (45th) · Gabel (18th) · Guzzardi (39th)
| Channel | CPM | Spend | Impressions |
|---|---|---|---|
| Meta (FB/IG) | $15 | $3,500 | 233K |
| Programmatic Display | $6 | $2,000 | 333K |
| Google Display Network | $6 | $1,000 | 167K |
| Media Total | $6,500 | ~733K |
Speaker’s District + Surrounding Towns
7th District: Westchester, Elmhurst, Oak Brook, Maywood, Broadview + Villa Park, Countryside, Downers Grove
| Channel | CPM | Spend | Impressions |
|---|---|---|---|
| Meta (FB/IG) | $15 | $12,000 | 800K |
| Programmatic Display | $6 | $6,000 | 1.0M |
| Google Display Network | $6 | $4,000 | 667K |
| Media Total | $22,000 | ~2.47M |
4 Priority Districts
Canty (54th) · Deuter (45th) · Gabel (18th) · Guzzardi (39th)
| Channel | CPM | Spend | Impressions |
|---|---|---|---|
| Meta (FB/IG) | $15 | $5,500 | 367K |
| Programmatic Display | $6 | $3,000 | 500K |
| Google Display Network | $6 | $2,000 | 333K |
| Media Total | $10,500 | ~1.2M |
Version A — Total Investment
| Tier | Speaker Package | All 4 Add-Ons | Total |
|---|---|---|---|
| Good | $14,000 | $20,000 | ~$34,000 |
| Better | $22,000 | $32,000 | ~$54,000 |
| Best | $34,000 | $52,000 | ~$86,000 |
CTV + YouTube + Social with Original Spots
Speaker’s District + Surrounding Towns
7th District: Westchester, Elmhurst, Oak Brook, Maywood, Broadview + Villa Park, Countryside, Downers Grove
| Channel | CPM | Spend | Impressions |
|---|---|---|---|
| CTV/OTT | $35 | $10,000 | 285K |
| YouTube Pre-Roll | $12 | $1,500 | 125K |
| Meta (FB/IG) | $15 | $4,500 | 300K |
| Media Total | $16,000 | ~710K |
4 Priority Districts
Production already covered. Media + management only.
| Channel | CPM | Spend | Impressions |
|---|---|---|---|
| CTV/OTT | $35 | $3,000 | 85K |
| Meta (FB/IG) | $15 | $1,500 | 100K |
| Media Total | $4,500 | ~185K |
Speaker’s District + Surrounding Towns
7th District + dealer-corridor towns. Two shoot locations, professional VO talent.
| Channel | CPM | Spend | Impressions |
|---|---|---|---|
| CTV/OTT | $35 | $16,000 | 457K |
| YouTube Pre-Roll | $12 | $2,500 | 208K |
| Meta (FB/IG) | $15 | $5,000 | 333K |
| Media Total | $23,500 | ~998K |
4 Priority Districts
Production already covered. Media + management only.
| Channel | CPM | Spend | Impressions |
|---|---|---|---|
| CTV/OTT | $35 | $4,500 | 128K |
| YouTube Pre-Roll | $12 | $750 | 62.5K |
| Meta (FB/IG) | $15 | $1,750 | 117K |
| Media Total | $7,000 | ~307.5K |
Speaker’s District + Surrounding Towns
Full production suite — 2 shoot days, multiple dealer talent, professional VO, district-level copy versioning.
| Channel | CPM | Spend | Impressions |
|---|---|---|---|
| CTV/OTT (addressable) | $38 | $24,000 | 632K |
| YouTube Pre-Roll | $12 | $3,000 | 250K |
| Meta (FB/IG) | $15 | $6,000 | 400K |
| Programmatic Display | $6 | $2,000 | 333K |
| Media Total | $35,000 | ~1.6M |
4 Priority Districts
Production already covered. Full media mix per district.
| Channel | CPM | Spend | Impressions |
|---|---|---|---|
| CTV/OTT | $38 | $7,500 | 197K |
| YouTube Pre-Roll | $12 | $800 | 66.7K |
| Meta (FB/IG) | $15 | $2,700 | 180K |
| Programmatic Display | $6 | $1,500 | 250K |
| Media Total | $12,500 | ~693.7K |
Spot Production Breakdown
2 original spots from scratch. One-time cost absorbed into Package 1 — all add-on districts run on the same creative at no additional production cost.
Version B — Total Investment
| Tier | Speaker Package | All 4 Add-Ons | Total |
|---|---|---|---|
| Good | $38,000 | $24,000 | ~$62,000 |
| Better | $56,000 | $40,000 | ~$96,000 |
| Best | $80,000 | $64,000 | ~$144,000 |
How we priced it.
Legislative district geo-fencing pushes toward higher end. September is a moderate-cost window before the Q4 holiday spike.
CTV-adjacent placements command a premium over broad YouTube buys. Using $12 as geo-targeted midpoint.
Issue/advocacy targeting trends toward higher end. $1.50–$2.50 CPC for link-click objectives.
Retargeting layer only. Used at Better/Best tiers for reinforcement after video exposure.
Version A only. Broad suburban reach across Gmail and GDN placements.