Prepared for Howard Industrial Partners
Perris Harvest Landing
Digital Advertising & Community Engagement Campaign — Full Performance Report
Overview
Executive Summary
The Perris Harvest Landing campaign used a bilingual, multi-channel digital strategy to build community support for the proposed Harvest Landing development. Through paid social (Meta), programmatic display and video (StackAdapt), and SMS outreach — all running in both English and Spanish — the campaign reached an estimated 90,000+ unique people, generated nearly 1.78 million ad impressions, and drove 1,398 petition submissions that were sent directly to city officials over approximately 16 weeks — surpassing every estimated return from the original proposal.
Estimated vs. Actual Performance
| Metric | Estimated | Actual | % of Goal |
|---|
| Reach | 75,000 | 90,000+ | 120% |
| Impressions | 1,000,000 | 1,778,965 | 178% |
| Video Views | 400,000 | 503,044 | 126% |
| Petition Submissions | 300 – 500 | 1,398 | 350% |
Impact
From Strategy to Outcome
This campaign was built to do one thing — mobilize community support for Harvest Landing. Every decision, from developing a bilingual strategy to building 5 unique petition pages (beyond the single page originally scoped), was made to maximize community engagement and put real voices in front of decision-makers.
The result: 1,398 petition submissions, 20,970 emails sent directly to decision-makers, and a city council vote of 3–2 in favor.
City Council Vote
3 – 2
Approved in favor of Harvest Landing
1,398
Petitions Submitted
20,970
Emails to Decision-Makers
Platforms
Campaign Platforms
Meta
Facebook & Instagram
918K+
Impressions
StackAdapt
Programmatic Display & Video
860K+
Impressions
SMS / MMS
6 Messages to 24,917 Recipients
583
Petition Submissions
Audience
Bilingual Community Reach
Every channel ran dedicated English and Spanish creative to ensure inclusive outreach to the diverse Perris community.
English ~54%Spanish ~46%
English
Spanish
Social Media
Meta — Facebook & Instagram
Results
Meta campaigns ran across three phases — awareness (video views to build recognition), engagement (driving interaction), and lead generation (driving petition submissions). Ads ran in both English and Spanish across Facebook and Instagram, including feed and Stories placements.
Ad Creative — English
Ad Creative — Spanish
Parques
Trabajos
Story / Vertical Formats
Video
Video Performance
30-second campaign videos in English and Spanish ran across both Meta and StackAdapt, generating over 503,000 combined video views with an 84.6% average completion rate on programmatic — well above the industry benchmark of 65–70%.
English — 30 sec
Spanish — 30 sec
84.6%
Avg. Completion Rate
Programmatic
StackAdapt — Display & Video
Results
Programmatic campaigns ran animated display ads and 30-second video across the web, geo-targeted to the Perris area in both English and Spanish. Display retargeting re-engaged site visitors to drive petition submissions.
Display Ad Creative
English
Spanish
English — Tall
Spanish — Tall
Direct Outreach
SMS / MMS Outreach
Results
24,917
Total Audience Reached
Six bilingual MMS messages — 3 in English (to 13,263 recipients) and 3 in Spanish (to 11,654 recipients) — delivered personal touchpoints to targeted audiences in the Perris area. SMS was the second-largest website traffic driver behind Meta and directly generated 583 petition submissions, accounting for over 40% of all petitions.
Additionally, 4 event invitation texts were sent at the client's request to their supporter lists, promoting community events related to the Harvest Landing project.
Digital Hub
Website Overview
The Perris Harvest Landing website — perrisharvestlanding.com — served as the campaign's central hub, featuring bilingual content, community benefits, project renderings, and multiple petition pages tailored to different community interests such as jobs, parks, shopping, and housing.
Community Benefits & Petition Pages
Each community benefit category — Jobs, Shopping & Dining, Parks & Playgrounds, Housing — linked to its own dedicated petition page with unique messaging and visuals.
Petition Letter to City Officials
How it worked: Visitors selected a community benefit they cared about, reviewed a pre-written letter addressed to the City Council, and submitted their name and contact info. Each submission was sent directly to all 15 city official contacts on the supporter's behalf.
Website
Website Performance
The Perris Harvest Landing website converted ad impressions and SMS outreach into real engagement and action. With 96.3% of traffic from the U.S., the campaign's geo-targeting reached the intended audience.
Total Petition Submissions Sent to Decision-Makers
1,398
Community members signed petitions in support of Harvest Landing — all of which were sent directly to city officials on their behalf.
Community Action
Petition Submissions
How Petitions Were Collected
815
From Website Petition Pages
5 petition pages covering jobs, parks, safety, and community benefits
583
From MMS Outreach
Direct text message links drove over 40% of all petition submissions
Emails Sent to Decision-Makers
Each petition submission triggered an email to all 15 city official contacts provided — sending the supporter's message directly to decision-makers.
1,398
Petition Submissions
20,970
Total Emails Sent to Decision-Makers
Insights
Key Takeaways
🌎
The Entire Community Was Reached
With 90,000+ people reached in a city of approximately 83,000, the campaign connected with the equivalent of the entire Perris population — in both English and Spanish, ensuring no part of the community was left out.
✍️
Documented Public Support at Scale
1,398 petition submissions and 20,970 emails sent directly to city officials gave decision-makers clear, documented evidence of where the community stood — not just impressions, but real people putting their name behind the project.
✅
The Council Voted 3–2 in Favor
The campaign delivered the outcome it was built for. Community support was mobilized, decision-makers heard it, and the vote passed.
