Learn how targeting and direct mail helped propel our candidate to victory in this new case study from the Majority Strategies team.
THE PROBLEM
A former Navy Seal and current small business owner, Texas’s Morgan Luttrell entered a crowded GOP primary with 11 candidates to replace retiring Congressman Kevin Brady’s seat in TX-08.
The goal was to certainly win but also to avoid a runoff completely or come out as the top vote-getter in the event of a runoff election.
THE PLAN
Luttrell’s record of service helped him stand out in the crowded field – the hometown boy, returning to serve his community and nation again.
We developed a sophisticated direct mail plan that included 8 different mailings in 10 weeks to likely Republican voters as well as veterans or households with a veteran or service member.
THE RESULTS
More than two-thirds (66.8%) of the total vote was comprised of voters within our targeted audiences in a race where the runoff was avoided by less than 3%.
Luttrell won the primary with 52.2% of the vote, avoiding what was considered an almost certain runoff.
KEY METRICS
Target GOP Primary Mail Audience
Those Who Had Voted in at Least One of the 2018 or 2020 GOP Primaries
62.6% Voted in the 2022 GOP Primary
Comprising 66.8% Of the Overall 68,951 Voters in the District Who Cast a Ballot in the Election
More Likely To Vote Pre-Election Day
64.7% of Target GOP Primary Voters Cast Their Ballot Pre-Election Day 59.5% Early in Person
5.2% Absentee by Mail
5.7% Higher Than All Voters in CD-08 Who Voted in the GOP Primary
Higher Turnout In Montgomery & Walker Counties
65.5% Turnout Rate of Target Audience in Montgomery County, Which Accounts for 57.7% of All Ballots Cast in the CD-08 GOP Primary
71.3% Turnout Rate of Target Audience in Walker County, Which Accounts for 72.6% of All Ballots Cast in the CD-08 GOP Primary
Increasing Turnout From 2018
14,853 Voters in Our Target Audience Voted in 2022 Who Had Not Voted in the 2018 GOP Primary
Accounting for 32.2% of Our Target Universe Who Cast a Ballot in 2022
Ready to get started? Contact the Majority Strategies team today.