 | Solicited Hispanic voters turned out: 5,000 more votes in toughest midterm elections
Background: The midterm elections of 2010 were the toughest environment any incumbent had faced in a generation. On the one hand, conservative base was angry and ready to mobilize. On the other hand, progressives, especially voters in targeted area who traditionally don’t vote in midterm elections, were turned off by perceived “unfulfilled” promises. Federal elected officials were the primary target of “tea party” movement. Opponent’s last name, Gomez, made it easier for GOP operatives to entice Hispanic/minority voters. Objectives: Reintroduce Rep. Israel to voters in targeted area. Mobilize voters in targeted area. Keep Rep. Israel’s name on ethnic press. Develop a multi-phase media campaign: Highlight Rep. Israel’s record and contrast it with opponent’s proposals Have key leaders in targeted area tell Rep. Israel’s story Execution: Create and distribute press materials in Spanish. Media relations. Suggest local events and conduct community outreach. Media placement. GOTV: Email blast, web 2.0 & “tropicalized” visibility. Results: Main Spanish media outlets continuously wrote about Rep. Israel’s record and covered his campaign events. Despite opponent’s last name, Gomez, was perceived as an unfriendly candidate in targeted area.Voter turnout increased by 6% in targeted area which translated into 5,000 more votes in comparison to 2006 cycle (previous midterm elections). Rep. Israel won targeted area by 3 to1 ratio. |
