Getting the right message - the John Peterson for Congress campaign and its use of direct-mail advertising

The Republican Party does not have an agenda problem. We suffer from a communication deficiency which can be overcome by identifying with people's priorities, especially the priorities of swing voters, .namely women and seniors. Women and seniors are consumers of government services and see a prominent role for government in protecting their lives. Simply put, the "cut taxes and government programs" message that worked in the early nineties no longer works.

The successful message for our Republican candidates in 1996, can be seen in the direct mail we used for freshman Pennsylvania Congressman John Peterson.

Peterson brought to the campaign the trials and tribulations of incumbency in the State Senate as well as a proven track record of thoughtful fiscal conservatism blended with a proven track record for women, seniors and families. The winning Peterson message was developed using our Base-Bridge-Base Communication Model; it is a winning Republican message anywhere:

1) Tell the voters something they already believe about Republicans, i.e., "we cut taxes and wasteful government spending." Survey data proves this solidified our base and is believed by swing voters.

In Peterson's case "we reformed state welfare saving $ 89 million and we cut state taxes by $ 225 million."

2) "Bridge" to swing voters by telling them exactly what you did with the money you saved. You must bridge from a fact they believe, to an issue swing voters need to be convinced of, which are usually the issues Republicans are weaker on: education, senior services, environment, etc. To be successful, you must prove your values and spending priorities are the same as theirs.

In Peterson's case, we communicated the point that saved monies went to "improve education funding for our children, protect and improve programs for seniors and fully fund Medicaid and prescription drug programs for the elderly."

3) The final step is to close with a fact that solidifies our base, but is also a fact swing voters are willing to believe about Republicans, i.e., "we were able to do all this without raising taxes."

Peterson's complete message was: "John Peterson cut wasteful government spending by reforming welfare. He cut taxes by over $ 225 million while improving funding for education and programs for seniors and families. Peterson was able to do all this without raising taxes."

In the Peterson for Congress campaign, television, radio and thirteen pieces of mail were used with targeted variations of this message to seniors, women and "core and swing persuadable families." This strategy and message were successful. Peterson received over 64 percent of the vote.

Peterson came under attack, as did most Republican congressional candidates, for being insensitive to seniors and families. In our senior mail, we had gone first and inoculated against these charges with specific examples of Peterson's proven record and how much he cared specifically about them. We proved to them we understand government does have an important role to play, and that not all government services and spending are bad. Fortunately for the campaign, John Peterson had compiled a masterful record on these issues as State Senator.

What we discovered in 1996, is priorities count. Being a Republican is good, and being a conservative is good, but only if you can prove you care about families, children and those who are consumers of government, especially women and seniors.

What Republicans are doing in Congress and in state houses is what the majority of voters want. But Republicans must communicate effectively that we understand government has an important role to play in maintaining the quality of our lives.

Mark P. Campbell and Eva M. Campbell, and their firm Campbell and Pusateri, Ltd. based in Alexandria, VA, provide political direction, general strategic consulting and voter persuasion communications to Republicans.

COPYRIGHT 1997 Campaigns & Elections, Inc.
COPYRIGHT 2004 Gale Group