Published November 4, 2026

CAPTION: (L-R): Dr. Leigh Hersey, Carrie Griffin Monica,  Jordan Van, Liz Pyle, Dr. Jennifer Dumas, Melissa Kiper Baldwin 

---

MONROE, La. – The University of Louisiana Monroe's Marketing Program, Political Science Program, and Marketing Club joined forces to host The Campaign Playbook: Where Politics Meets Marketing on Monday, October 19, at The Hangar on ULM's campus. The event brought together students, faculty, and political and marketing professionals for an engaging discussion of the strategies, messaging, and voter outreach techniques that shape modern political campaigns. 

The panel featured three professionals with extensive experience in political consulting, strategic communications, and marketing: Liz Pyle, founder and managing partner of Undercurrent – The Firm; Carrie Griffin Monica, co-owner and partner of La Confidante, LLC; and Jordan Van, founder of Executive Strategies Group, LLC.  

Each panelist brought a distinct professional perspective to the conversation. Pyle has more than 30 years of experience in marketing, technology, and organizational strategy, working with businesses, government agencies, and nonprofit organizations throughout Louisiana. Monica has participated in more than 100 political races across Louisiana, bringing expertise in campaign management, public affairs, and strategic communications. Van, a ULM Political Science alumnus and current Master of Public Administration student, specializes in grassroots organizing, rural political campaigns, voter outreach, and strategic political marketing.  

The event was organized by Dr. Leigh Hersey, Associate Professor of Political Science, MPA Program Coordinator, and Deanie Baker Endowed Professor of Distinction; Dr. Jennifer Dumas, Assistant Professor of Political Science; and Mrs. Melissa Kiper Baldwin, ULM Instructor of Marketing and John and Tasha Gardner Endowed Professor in Marketing Analytics who also serves as faculty advisor to the ULM Marketing Club.   

Panelists addressed a wide range of topics, including political branding, voter targeting, campaign budgeting, negative advertising, social media, artificial intelligence, and the use of data analytics to shape campaign strategies. The discussion also examined how campaigns navigate the challenges of reaching voters in a fragmented media environment, balance candidate identities with political party brands, and measure the effectiveness of their communications. As Political Science student James Burks noted, “The event was very informative and provided key insights into the current dynamics of how the landscape for political campaigning and marketing is becoming more fluid as AI takes center stage.” 

The event concluded with pizza and networking, allowing students to engage with the professionals and learn more about career prospects in political consulting, marketing, public affairs, and strategic communications. By bringing industry experts into conversation with students, the event provided a practical perspective on how academic concepts are applied in political campaigns and demonstrated the range of professional opportunities available to students in both fields.