Mark & Catherine: What We Need From You

Prepared by: Kelly Fitzgerald, Bull Moose Strategy
Date: April 2, 2026
Election Day: May 5, 2026 (22 days)

How This Works

I'll handle all the technical setup — ad accounts, analytics, landing pages, search engine optimization (SEO), and ad creative. To get started, I need access to a few things and some materials from you. This checklist is organized by urgency so we can get ads approved and running as fast as possible.

Important: Google and Meta (Facebook/Instagram) require verification before political ads can run. This process takes 5-7 business days. Every day we wait is a day closer to May 5 without ads live. The items in Section 1 are time-sensitive.

SECTION 1: URGENT — Need by Friday, April 3

These items gate everything else. Ads cannot run until verification starts.

1A. Google Ads Election Verification

Google requires identity verification before any election-related ads can appear. I will set up the account, but Mark must complete the identity verification step himself — Google requires the candidate to verify.

What Mark needs to do:
1. I will send you an email with a link to verify your identity
2. Click the link and follow the prompts
3. You will need:
- A government-issued photo ID (driver's license or passport)
- The name must match "Mark A. Van Buren" exactly
4. Google reviews this in 3-5 business days
5. Organization name for the "Paid for by" disclaimer: Citizens for Van Buren

1B. Meta (Facebook/Instagram) Political Ad Authorization

Meta requires authorization before any political or election ads can run on Facebook or Instagram.

What Mark needs to do:
1. Go to: https://www.facebook.com/id/
2. Click "Get Started" under Identity Confirmation
3. Upload a photo of your government-issued ID (driver's license or passport)
4. Meta reviews this in 1-3 business days
5. After identity confirmation, I will complete the "Paid for by" disclaimer setup using "Citizens for Van Buren"

Note: This is separate from your personal Facebook account verification. This is specifically for running political ads.

1C. Facebook Page Admin Access

I need admin access to your campaign Facebook page to run ads and manage posts.

What Catherine or Mark needs to do:
1. Go to your campaign page: facebook.com/people/Mark-Van-Buren-For-Commissioner/100063984402079/
2. Click "Settings" (gear icon or under "Manage" menu)
3. Click "Page Access" or "New Pages Experience" > "Page Access"
4. Under "People with Facebook access," click "Add New"
5. Search for: Kelly Fitzgerald ([email protected])
6. Select role: Admin (full access)
7. Click "Give Access" and confirm

1D. Website Access (Cloudflare Pages)

Website is hosted on Cloudflare Pages, managed by Bull Moose Strategy. No client access needed.

1E. A Note About Your Website

Your website has been rebuilt and is now hosted on Cloudflare Pages, managed by Bull Moose Strategy LLC. The site is faster, more secure, and professionally designed. No action needed from you.

SECTION 2: NEEDED THIS WEEK — By Monday, April 6

These are the raw materials for ads and website improvements.

2A. Photos & Headshots

I need high-quality photos for ads, the website, and social media. The more options, the better — I can crop, resize, and optimize.

What to send (email to [email protected]):

• [ ] Professional headshot — suit or business casual, solid or simple background (highest priority)
• [ ] Family photo — Mark and Catherine, casual or semi-formal
• [ ] Farm/community photos — Van Buren Acres, township events, community involvement
• [ ] Action shots — Mark at a township meeting, talking with constituents, on the farm
• [ ] Endorsement photos — Mark with any endorsers, community leaders, or supporters (with their permission to use)

Photo tips:
- Landscape orientation (horizontal) works best for ads
- Minimum 1200 pixels wide
- Natural lighting preferred
- No sunglasses
- Send the originals — don't resize or compress before sending

2B. Issues & Platform (In Mark's Own Words)

The ads and website content should sound like Mark, not a consultant. Please write 2-3 sentences on each of the following in your own words — don't worry about polish, I'll handle that:

1. Why are you running for Commissioner? (your motivation, what you want to change or protect)
2. Fiscal responsibility — what does this mean to you specifically for Licking County?
3. Agricultural land / zoning — what have you done, what would you do as Commissioner?
4. Infrastructure & growth — Intel/TID work, responsible development
5. Township experience — 25 years as Harrison Township Trustee (1997–present), Ohio Township Association (OTA) board — why does this matter for Commissioner?
6. What makes you different from the other 4 candidates?

2C. Endorsements & Supporters

• [ ] List of any endorsements received (individuals, organizations, elected officials)
• [ ] Permission to use endorser names/photos in ads (verbal is fine for now)
• [ ] Any newspaper or media coverage

2D. Campaign Committee Information

• [ ] Confirm: Citizens for Van Buren is filed with the Licking County Board of Elections (BOE)
• [ ] Treasurer name for the "Paid for by" disclaimer on all ads
• [ ] Committee address for filings (can be Mark's home address or a P.O. Box)

SECTION 3: NEXT WEEK — April 7-13

I'll be working on these. Some require your review/approval.

3A. Website Improvements (I handle, Catherine reviews)

• New pages: Issues page, About/Bio page, Endorsements page, Contact page
• Search engine optimization (SEO) — title tags, descriptions, and sitemap so Google finds the site
• Analytics installation — tracks who visits, what they click, and which ads drive traffic
• Cross-linking between pages for better search ranking
• Ad landing pages — dedicated pages for each ad campaign theme with clear calls to action

Catherine: I'll send you a preview link before anything goes live. Nothing changes on the live site until you approve it.

3B. Ad Creative (I handle, Mark approves)

• Facebook/Instagram image ads (3-5 variations)
• Google Search ads (text ads that appear when people search for Licking County Commissioner, local candidates, etc.)
• YouTube video ads if time and budget allow (15-30 second spots)

Mark: I'll send mockups for your approval before anything runs. All ads will say "Paid for by Citizens for Van Buren" as required by law.

3C. Ad Account Setup (I handle, no action needed from you)

• Google Ads sub-account linked to Bull Moose Strategy manager account
• Meta (Facebook) ad account linked to your campaign page
• Google Analytics (GA4) property installed on your website
• Conversion tracking for form submissions, donate clicks, and volunteer signups
• Remarketing audiences (people who visited your site but didn't take action)

3D. Ad Spend Setup

Your ad spend budget ($2,500-3,000) is separate from the consulting fee. You pay the ad platforms directly — I never touch your ad money.

What Mark or Catherine needs to do (during a screen share call with me):
1. I'll set up the ad accounts
2. We'll get on a video call (Cal.com link: cal.com/bullmoosestrategy/consultation)
3. On the call, you'll enter your payment card directly into Google Ads and Meta Ads Manager
4. I manage the campaigns, you see every dollar and where it goes
5. Recommended split: 60% Meta (Facebook/Instagram), 20% Google Search, 20% YouTube

SECTION 4: ONGOING — Through May 5

4A. Weekly Check-ins

• Brief call or email each week to review ad performance, adjust strategy, approve new creative
• I'll send a dashboard link where you can see real-time results (impressions, clicks, cost, reach)

4B. Content From You (As Available)

Throughout the campaign, send me:
- Photos from events, endorsements, door-knocking
- Any news coverage or letters to the editor
- Feedback on what voters are telling you at the door (helps me target ads)

4C. Social Media Coordination

• I'll create and schedule Facebook/Instagram posts tied to the ad campaigns
• Catherine can continue posting organic content — more activity is always better
• If you get negative comments or attacks, let me know immediately — I'll advise on response

Quick Reference

Contact

Kelly Fitzgerald | Bull Moose Strategy LLC
- Email: [email protected]
- Phone/Text: (schedule via Cal.com)
- Book a call: cal.com/bullmoosestrategy/consultation

All ads will include the required "Paid for by Citizens for Van Buren" disclaimer.
Ad spend is paid directly by the campaign — Bull Moose Strategy does not handle campaign funds.