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Political Marketing Case Study
Political Marketing Case Study
THE CHALLANGE

Candidate entered a regional race where he was up against a 3 term incumbent. Though Candidate was a known businessman, Candidate had not established his comprehensive positions on issues and it was unknown going into the race what the entire voting populace thought of him as a Candidate as compared to the incumbent and opposing parties. The region consisted of a high density of younger generations of City population and all generations in rural areas. As well, the entire region had as many as 6 ethnicities amongst all 5 generations.

THE SOLUTION

The following was put into gear:
  • Developed with Candidate and his management 9 of the regions "hottest" political issues
  • Utilizing tested purchased email address lists of regional voting patterns and specific incentives we e-Broadcast surveys reak audience down actual Generation - allowing Campaigns greater depth in impact, retention and overall voter support.
  • Teach the political campaign and the candidate the intricacies of pinnacle "micro targeting" utilize the findings from generational micro targeting. What gives us the advantage is separating audience by generation through generational mining to obtain exact generational mindsets. Having this data by both email address and regional area allows for extremely accountable micro targeting. It is the data that is collected on generational mindsets that allows any campaign to capture the underlying priorities, choices, impressions and the "whys" a voter has on the issues of any candidate or campaign. Additionally, we can discover then enhance the Candidates ability at presenting themselves to any combination of generational audiences. Collateral now is delivered generation specific. Candidates is tutored to better handle specific generational presentations.
Data can be captured through on line research then we apply this data creating easily implemented reports:
  • Showing the importance and ratings by generations
  • We also have the ability to use more analytic reporting comparing importance (or the lack of) the mean of each generation to the mean of all the other generations on each variable and show generations or locals with the largest differences. This illustrates how that generation most differs from the others. This is done on many levels.
  • In the reporting page on one subset (there were actually 4 and they included ISSUES, IMPACTS, CANDIDATE, VOTING) where the voting population was surveyed in total on all the issues important to this population, then how each of the 5 generations broke the issues down by priority specifically by percentage. From this we can determine exactly the course that needs to be taken with each generation, allowing the candidate to be pro active in reaching the "hot buttons" from one person, up to a large audience.
  • We see on this reporting page that time spent in Government is more important to the older generations that it is to the younger. We were able to address this at the "grass roots level" as well as in collateral and correspondence. Hundreds of other micro targeting observations and challenges can be dealt with.
Contact us at 808-734-3331 for us to evaluate the generational marketing solution to your next marketing challenge.

THE RESULTS

We are able obtain a 9% return on surveys e-broadcast out. A special coupon with a buy one get two was negotiated with a chain of regional ice cream stores as the incentive and it worked very well.

This was the tightest race in the regions history. Though Candidate is 92 votes short of a win each Precinct shows a consistent level of votes. Of the Precincts that are lost, Candidate is not behind by more than a few votes.

It is discovered surprisingly in this region that Echo Boomers have the highest numbers of registered voters along with the highest propensity to vote on their issues of concern.

Candidate knew what issues were of greatest concerns to each generation in each Precinct.

Collateral was spot on, 5 groups of collateral was created -for each of the different media used- (research also learned which media was most appropriate for each generation) helping greatly lessen voter alienation.

Voter turn out was highest as well as candidates vote count in areas where highest generational marketing efforts were concentrated.

Though this is the Candidates first race, plans have already been set in motion to run again and he understands first hand how utilizing the same techniques, can easily make up the difference for the winning votes.










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