Case Study – JPEC

New Mexico Judicial Performance Evaluation Commission

Challenge: Since 2002 and for a total of seven election cycles, CWA Strategic Communications has assisted the New Mexico Judicial Performance Evaluation Commission (NMJPEC) in packaging and presenting its evaluations to voters on District Court, Metropolitan Court and Court of Appeals judges and Supreme Court justices standing for retention. Under state law, these judges must receive 57 percent voter approval to remain on the bench.

Approach: CWA performed primary and secondary research to create and establish an image of NMJPEC as the authority for reliable, credible and useful information on judges standing for retention. By designing a responsive website and producing and placing print, radio, television and digital advertising, CWA was able to maintain the NMJPEC brand and core messaging.

Results: Over the past 12 years, voters have followed 98.5 percent of NMJPEC’s judicial retention recommendations. Additional successes include:

  • 150,000 website visits by approximately 27,000 unique visitors
  • In the last election, NMJPEC garnered $35,644.56 of statewide earned media, reaching an estimated audience of 2,193,023
  • NMJPEC is now regularly referred to in the news about judicial retention and related matters

Services: Branding, Market Research, Media Placement, Creative Services, Social Media, Owned Media, Public Relations, Media Relations, Advertising

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