Jerry Brown
Challenge
Whitman’s ability and willingness to self-fund her campaign at a level far above what Brown could ever muster was never in doubt. The question on the table: Could a smarter campaign strategy and more effective gameplan overcome a 5 to 1 money gap?
Strategic Thinking
In a nutshell, don’t fire until you see the green of her cash, and the results she wasn’t getting. To get there, the team had to understand just the unique relationship this former governor had with voters, and the freedom that gave him to bide his time. Next, it became mission critical to precision target the use of his limited funds to achieve maximum impact.
Result
Brown 53.8% / Whitman 40.9%. Little known fact: Extraordinary messaging and financial discipline allowed the campaign to match Whitman on TV ads in the last two critical weeks.
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