How do you secure a majority vote of “Yes” on the NJ Gas Tax Amendment with one month to Election Day?


The Story

Political Campaign – Securing “Yes” Votes

The New Jersey Asphalt Pavement Association (NJAPA) is a statewide organization whose members consist of asphalt producers, asphalt installation contractors, liquid asphalt producers and associate members. NJAPA’s mission is to promote the broadest application of Hot Mix Asphalt (HMA) through the support of public policies that enhance the general business environment and that value the development and maintenance of the transportation infrastructure.

Rizco was enlisted by NJAPA to increase awareness for the organization and the infrastructure issues that exist on NJ’s roads and bridges, while navigating a “Yes” in the polls for the Gas Tax Amendment. The vote passed with a 54% approval rating on Election Day, November 8, 2016.


What We Did
  • Strategy
  • Campaign Development
  • Responsive Website
  • Video
  • Social Media
  • Public Relations
  • Digital Advertising
  • Measurability
NJAPA New Jersey 2016 Public Question 2 - Vote Yes
NJAPA Vote Yes - Design

A three-tiered messaging campaign was created:

Purpose – Secure a vote of “Yes” to the Gas Tax Amendment

Personalize – Humanize the issue and raise awareness that infrastructure is needed

Perception – Promote positivity featuring workers and association members having a positive impact on society and positive outcomes. With the creation and launch of a new website with a blog and educational resources in place, end users were driven to learn more about the campaign through social media outreach, Google remarketing, and video development.

NJAPA - Why Asphalt is the better choice
NJAPA Website Design
NJAPA Vote Yes Campaign - Facebook Video


The vote passed with 54% approval rating on Election Day.

NJAPA 2016 New Jersey Public Question Number Two Campaign Impressions
NJAPA 2016 New Jersey Public Question Number Two Campaign Engagement and Website Traffic
NJAPA New Jersey 2016 Public Question 2 - Reasons to vote yes
NJAPA - Facebook post - NJ Paves the Way - 2016 NJ public question 2
NJAPA Facebook Post - Thank you for voting yes