Client

Democratic Congressional Campaign Committee (DCCC)

Campaign

Political Campaign

MARKETING CHALLENGE

Georgia’s 6th Congressional District has not sent a Democratic candidate to U.S. Congress since the Carter Administration.

In the April 18, 2017 special Congressional election in Atlanta, Georgia, Democratic candidate and political newcomer Jon Ossoff was in need of significant voter turnout to win the seat previously vacated by Tom Price, a Republican who was appointed as Secretary of Health and Human Services. To make matters even worse for Ossoff, Republicans already hold the majority of the House of Representatives.

The DCCC contracted SRB Communications to build awareness targeting the African-American community for Ossoff and encourage voters get out and vote for the Democratic Party in the April 18 primary. Ossoff ran against five Democrats and 11 Republicans clinching the Democratic party nomination.

SRB Communications wasted no time becoming instant Subject Matter Experts (SMEs) in the state of Georgia. We used our award-winning media buying strategies to identify all audience appropriate radio stations in the state of Georgia; researched audience rankers and selected the appropriate stations for the designated Atlanta area, developed a media strategy and plan, produced multiple attention-grabbing radio commercials for the Democratic candidate, and executed the media buy. Of the three radio spots that the SRB team produced, we managed to secure none other than Samuel L. Jackson as one of the narrators. Thanks to Mr. Jackson we obtained additional exposure for the Democratic candidate from major news outlets such as CNN, The Huffington Post, the New York Daily News, Daily Beast and Breitbart. The final runoff election was on June 20, 2017.

STRATEGIC SOLUTION

In a heavily conservative House district in Georgia, Democratic candidate Jon Ossoff narrowly missed the 50% votes required, with the final election reporting Ossoff carried 48% of the vote. The outcome was credited to the substantial media buy campaign. SRB Communications was responsible for targeting the African-American community with a radio buy. The DCCC and Ossoff called the advertising campaign a success. “This is already a remarkable victory,” he said. “We defied the odds, shattered expectations, and now are ready to fight on and win in June.”

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