NICOLE COLE RUNNING FOR HD66

Building a dynamic digital presence for Nicole Cole’s campaign in District 66 through strategic social media, content, and online engagement.

Challenge

Nicole Cole connected with Shannon Strategies when she launched her campaign for the Virginia House of Delegates in District 66. As an experienced politician and former school board member, Nicole needed a digital campaign strategy tailored to a state-level race—a step beyond her prior local campaigns.

Nicole Cole faced several significant challenges in her campaign for House of Delegates, District 66:

  • Low Name Recognition: Nicole was running against an incumbent and attempting to flip a seat that had been held by a Republican for 36 years. Building awareness among voters was critical.

  • Limited Digital Presence: She did not have an established online presence or digital identity, making it difficult to reach new constituents effectively.

  • Lack of Campaign Strategy: Nicole needed a clear, coordinated strategy to position herself as a credible, state-level candidate and differentiate her from previous local campaigns.

These challenges required a strategic approach to communications, digital outreach, and fundraising to establish credibility, expand her visibility and mobilize supporters.

Our Approach

Shannon Strategies developed a comprehensive digital media campaign to introduce Nicole to a broader constituency, build name recognition and position her as a credible, effective candidate for state office. The campaign also aimed to engage supporters and drive fundraising efforts critical to sustaining competitive momentum.

To define Nicole Cole’s digital presence, Shannon Strategies developed a clear, compelling messaging framework and tagline—“We Can Do Better”—to communicate her priorities and motivate action. The messaging highlighted the urgency of flipping the 66th District and addressed issues that directly affect Virginians, including education, healthcare, jobs and equity.

Key messaging included:

  • The high stakes of the election and the need for immediate action to protect schools, healthcare and jobs.

  • Federal policy changes impacting student loans, healthcare grants and Medicaid funding, illustrating the local impact of national decisions.

  • Challenges to Diversity, Equity, and Inclusion (DEI) programs in Virginia’s colleges and universities, and Nicole’s commitment to equity.

  • A direct call to action for supporters to engage and donate, emphasizing that every contribution helps fight for meaningful change.

Shannon Strategies translated this messaging into a comprehensive content plan:

  • Carousel Graphics and Social Posts: Introduced Nicole Cole, communicated key campaign issues, and encouraged donations through compelling visuals and copy.

  • Fundraising Campaigns: Launched targeted appeals, including the $10 Challenge, to mobilize small-dollar donors and increase grassroots support.

  • Video Content & Editing: Produced short-form videos to engage voters, highlight Nicole’s story and strengthen digital storytelling.

  • Editorial Calendar: Established a structured content schedule to ensure consistent, timely messaging across all social media channels.

Results

Through these efforts, Nicole Cole’s campaign successfully built awareness, engaged constituents and positioned her as a credible, effective candidate for state office. Key outcomes included:

  • Engagement Growth: Social media engagement increased by 80%, with significant boosts in likes, shares, comments and follower growth.

  • Fundraising Impact: Targeted digital campaigns and calls to action generated measurable contributions, including strong small-dollar donor support.

  • Momentum & Visibility: Consistent messaging, storytelling, and content scheduling helped the campaign gain momentum across District 66, strengthening name recognition and voter connection.

  • Election Victory: Nicole Cole defeated her opponent and flipped the 66th District, winning the election on November 4, 2025, marking a historic shift for the seat.

These results demonstrate the effectiveness of a strategic digital campaign in building visibility, engaging voters and securing electoral success.