FOR IMMEDIATE RELEASE:

November 2009 – GreenDog Victories 2009 
GreenDog Campaigns Takes Fall 2009 Candidates Heller and Conti
to Victory in November — No. 1 Wins Hold with Final Vote Count

This campaign cycle, GreenDog handled two Marin County races, both resulting in first place winners on election night.

The victorious candidates were Diana Conti, College of Marin Board of Trustees, and Barbara Heller, veteran San Rafael City Council Member. Both had first place wins that held when the final votes were counted by the Registrar.

Diana Conti— Relatively unknown but accomplished and capable:

This was Diana Conti’s first run for elective office. A longtime non-profit leader with years of service on local boards and commissions, transitioning to public office was a natural step for Diana.

This campaign was a challenge because even though her resume was impressive, Diana was a relative unknown in Marin. Also all three incumbents were running as well as one other challenger. Diana had a significant disadvantage to overcome. She quickly bridged the gap, and garnered an impressive list of endorsements that we showcased on her website, Facebook page and in handouts and mailers.

A Countywide race, the College Board election required an aggressive mail campaign. With 140,000 registered voters, mail that covers the territory is an expensive proposition. Says Dotty LeMieux, GreenDog Founder:

“We sent two mail pieces, utilizing a strong branding and a message for promoting ‘change’ for this Board mired in financial and personnel problems. Toward the end of the campaign we realized Diana needed something more to set herself apart from the field. We settled on a cable TV ad produced by GreenDog strategic partner, Peter B. Collins of Collins Media, as well as print and web ads, a more affordable option than a third mailer. The messages resonated with voters.”
— Dotty LeMieux, GreenDog Campaigns, Founder

Diana also held fundraising and voter awareness events, while “booster” appearances at the Farmers’ Market and local supermarkets and shopping centers added important campaign elements.

Election night saw Conti initially in second place out of three when the early absentee returns were announced, but by the time the polls were counted, she took an astounding lead into first place and received a measurable mandate for change.

Barbara Heller for San Rafael City Council

Heller, an incumbent with 16 years on the City Council, was facing her first major challenge for re-election. One open seat had attracted five other people, one of whom dropped out and endorsed Barbara. A popular young activist and the former president of an anti-tax group were the most serious contenders. It was clear one of them would take the empty seat and that Barbara’s herself would be subject to hard campaign tactics.

GreenDog’s strategy was to minimize the effect of anti-incumbent messaging from the challengers. As the only woman on the Council and one of only three women ever to serve, Barbara needed to appeal to women voters, her natural base. Creative Director Lise Stampfli Torme designed an early absentee issues piece and a carefully targeted mailer to women featuring powerful endorsers who are also supporters of women’s and environmental issues. The mailer’s front cover honored the 2 former Councilwomen listing their years of service and their strong endorsement of Heller.

Although the mail was addressed to women, it contained a broad enough appeal so that husbands, boyfriends, sons, fathers and brothers sharing a household would “get” the message:

“Don’t vote for her just because she’s a woman, but because she gets the job done.”
— GreenDog Campaigns mailer for Barbara Heller

On Election night, Barbara came in a comfortable first, with the young activist taking the open seat.

Contact:
Dotty LeMieux, Founder GreenDog Campaigns
8 Willow Street
San Rafael CA 94901
415-485-1040
del@greendogcampaigns.com
www.greendogcampaigns.com

Dotty LeMieux founded GreenDog Campaigns in 1998 and has maintained a steady 75% win rate for women, first time and challenger candidates. She also presents training programs in conjunction with National Women’s Political Caucus, the Democratic Party and other activist groups. Her articles have been published in campaign magazines and online, and she recently presented a nationally broadcast “Webinar” for Winning Campaigns Magazine on the subject of negative campaigning.