We enter each campaign with one goal in mind – to win. And the results speak for themselves: Helping to elect the first African-American president. Taking Democratic control of Congress. And winning campaigns the pundits say can’t be won.
OBAMA FOR PRESIDENT
A clear underdog when he entered the race for President, Barack Obama’s come from behind win during the Iowa caucuses was historic – and just the beginning. By combining incredible political skills, a genuine message of change and a new style of campaigning, Barack Obama overcame two political heavyweights in Hillary Clinton and John McCain to pave a new path to the presidency. The Obama ’08 Media Team, led by David Axelrod and Jim Margolis, worked to craft advertising that captured Obama’s authenticity, lifted the spirit of Americans and gave voters a real sense of what he would do as President. Every ad – from the earliest spot in Iowa to the final general election ad – conveyed a single message: change.
MONTANA GOVERNOR BRIAN SCHWEITZER/MONTANA DEMOCRATIC PARTY
They call Montana “the last best place on earth” and Governor Brian Schweitzer is doing everything possible to keep it that way, winning re-election by a 33 point margin in what used to be one of the most Republican states in the country. The Montana Democratic Party developed and produced an aggressive advertising campaign to support Governor Schweitzer’s re-election – focusing on the sharp differences between the Governor and his Republican opponent, “Big Oil” Roy Brown. Making use of both TV and radio because of the strength of radio in rural Montana, the party defined Brown as a tool of the special interests. These attacks helped prevent “Big Oil” Brown from ever gaining traction, allowing the Governor to take the high road and win handily.
CONGRESSWOMAN GABRIELLE GIFFORDS (D-AZ)
In 2006, we helped Gabrielle Giffords become the first Democrat to win Arizona’s 8th Congressional District in 20 years – producing media that helped her come from 12 points behind to win a multi-candidate primary. In 2010 the district – which McCain won by 10 points and borders Mexico – became the frontlines for the burgeoning Tea Party Movement, as well as the battle over immigration. In our first general election survey, Rep. Giffords started 9 and 10 points behind her two potential opponents. Ralston Lapp Media developed an overall strategy and creative media campaign to overcome the deficit and win a 3rd term in an incredibly difficult year. First, we actively used earned and paid media to ensure the defeat of our tougher opponent in the Republican primary. At the same time, we developed a positive advertising campaign using third party vaildators to remind voters of why they sent her to Washington and how she was standing up for Southern Arizona. Finally, we strategically and sytematically hammered her Tea Party backed opponent as out of step with Southern Arizona, effectively disqualifying him from the office.
CONGRESSMAN BEN CHANDLER (D-KY)
In 2008, John McCain carried this conservative central Kentucky district by 17 points. Of the 49 districts held by Democrats and won by McCain – only 12 were re-elected in 2010. Ralston Lapp Media helped develop a strategic media campaign to help Rep. Chandler overcome the odds and currently holds one of the 5 toughest Democratically-held seats. Given the conservative make-up of this district, Chandler became a top Republican target, receiving a barrage of attacks from the NRCC, and their affiliated outside groups. We began the campaign re-focusing the electorate on Chandler’s record of independence and reform – a Democrat who puts people ahead of politics and his party leaders. Then we quickly moved to define his Republican opponent as someone who put corporate interests and his own political agenda ahead of the working people of Kentucky. The one-two punch helped Rep. Chandler secure another term – while the top of the ticket lost the district badly.
CONGRESSMAN JERRY MCNERNEY (D-CA)
For the 2010 election, Republicans sought to make an early target of California Congressman Jerry McNerney – a Democrat representing a suburban and rural district President George Bush carried in both 2000 and 2004. The Washington Post listed California’s 11th district among the congressional districts most likely to change parties. Republicans touted McNerney’s opponent as one of the strongest challengers in the country. We developed an aggressive media strategy focusing on Congressman McNerney’s work as an independent voice helping small business and fighting for veterans’ care. In this district, which is covered entirely by the expensive San Francisco and Sacramento media markets, we ensured efficient campaign spending through a targeted buying strategy that relied heavily on early cable and selective broadcast television. When Congressman McNerney’s opponent aired unfair attacks, we crafted tough, fair advertising to effectively counterpunch, blunt the Republican attacks, and set the record straight. McNerney won re-election in one of the closest races across the country.
Deval Patrick/Massachusetts Teachers Association
Governor Patrick entered his 2010 re-election campaign as an underdog, with upside-down approval ratings. RLM provided strategic guidance and developed advertising for the Massachusetts Teachers Association $2.4 million independent expenditure effort – making the MTA the largest advertising player in the campaign. Late September polling showed Patrick in a 35-34 dead heat with Baker, just before MTA engaged in the race. Guided by intensive polling and online ad testing – we developed a carefully calibrated campaign designed to slice a narrow subset of voters away from the Republican, Charlie Baker – and to keep Independent Tim Cahill’s voters from breaking Bakers way in the close. Thanks to an aggressive and strong campaign, along with the help of the MTA, Gov. Patrick won re- election by a healthy 48%-42% margin.
