Defeating the Christie juggernaut would take strategic vision and tactical innovation. Our mission was to cost effectively identify a unique voter demographic then reach that specific target audience with a compelling and persuasive message.
So we designed a candidate specific modeling program that enabled us to fashion our message, tailor our media, guide our field program and set a new gold standard for the most sophisticated legislative caucus campaign operation in America.
The Totten Team was guided by revolutionary voter modeling methods developed by Tom Bonier and the research professionals at Target Smart.
Bonier’s unique methodology enabled us to better understanding our electorate. It clearly identified that distinctive group of voters who were staunchly supporting the Governor but who could be convinced to vote for Democratic legislative candidates.
These “Christiecrats” became our primary targets.
This sophisticated voter identification program combined with cutting-edge research into media-market and digital viewing habits provides the tools for us to develop the right message, distribute it to the right audience and deliver it for the right price.
SNATCHING VICTORY FROM THE JAWS OF DEFEAT!
Employing cost-effective television commercials reinforced by creative radio ads woven together with the expanded reach of digital advertising and social media enabled us to withstand the Christie onslaught.