The Power of the Right Message on the Right Medium
May 16, 2024
Our client was outspent but not outworked. The combination of on-the-ground grassroots voter contact with targeted advertising over television made the difference on Election Day.
Case Study: The Power of the Right Message on the Right Medium
The Problem
In his first race for Knox County Mayor in Tennessee, Republican Glenn Jacobs partnered with Majority Strategies for an uphill battle against a large field of candidates that included multiple well-known and better-funded county commissioners.
The Goal
The Majority Strategies team needed to compliment the campaign’s extensive on-the-ground grassroots outreach plan with an equally robust and targeted voter contact plan – on a budget.
The Plan of Action
While Jacobs’ primary opponent focused on television and radio, Majority Strategies focused on our client’s message, not the medium, and delivered powerful ads through direct mail and targeted digital advertising. Digital advertising built to a daily reach of 720-1,900 likely GOP county primary voters.
Direct mail was split to include drops for both early voting and Election Day voters, considering the historically high rate of early voting in Tennessee.
Those efforts, combined with our client’s aggressive grassroots campaign that knocked on 40,000 targeted doors, made the difference at the end of the campaign.
The Results
Better funded, endorsed, and highly favored, the opponent went into Election Day predicted to win. On Election Day, 40,500 votes were cast in the primary. Our client won by 23 votes.
Key Takeaways
Our client was outspent but not outworked. The combination of on-the-ground grassroots voter contact with targeted advertising over television made the difference on Election Day.
