FOR IMMEDIATE RELEASE:
November 2010
BENSON WINS ASSESSOR/RECORDER/CLERK IN CLASSY CAMPAIGN
San Rafael, CA (November, 2010)
In a very tight three way primary race, Richard Benson, second in command to the outgoing County Assessor, found himself neck and neck with a co-worker. Confusing campaign designations and misleading ballot statements made by the opposition created a communications challenge for the campaign. The strategy team needed to prove Benson was the one sound choice and that he had the experience in management, knowledge of the law and the technical expertise to perform the duties of the expanded position of Assessor/Recorder/Clerk.
A third candidate racked up key endorsements from Democratic politicians and realtors, but finished a distant third in the Primary, leaving the two Assessor office colleagues to duke it out in the November.
In the fall run off, working on a tight budget, GreenDog crafted messages emphasizing Richard’s long tenure in the office and management and his experience drafting homeowner protection legislation. GreenDog also threw a light on the differences between the two candidates in a stylish compare and contrast piece that described the candidates' experience and true qualifications. In the weeks before Halloween and the election, a mailer "Facts and Myths About Your Assessor's Race" was targeted to late voters. The piece, illustrated by GreenDog creative director Lise Stampfli, was a visual knock off of a Harry Potter book cover and a playful but revealing description of the candidates true qualifications. GreenDog's highly targeted mail was reinforced with a compelling phone message in the week before the election, as well as emails to voters.
The result was a comfortable 6% lead when the late absentees were accounted for.
In addition to direct mail the GreenDog team also designed, launched and maintained a campaign website and performed PR, social media and fundraising support.
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.
