Election: North Las Vegas City Council, Primary 2011
Universe: 2,500 high propensity households
Campaign Manager: Bradley Mayer, iPolitical, Las Vegas
Candidates:: Richard Cherchio (incumbent) challenged by Wade Wagner
Problem: Police & Fire unions supported Challenger Wagner and campaigned hard against Cherchio
Solution: A 30-second audio card from mailPOW, dropped just before election day.
The talking card dropped two days before the primary election and gave the Cherchio campaign the needed bump to ensure a general election. Of 2,956 votes, Cherchio received 1,312 (44.38%), Wagner received 1,384 (46.82%), and token third candidate Goldie Pitchford received 260 votes (8.8%).
“The difference in the primary was 72 votes. We lost the early vote by 69 votes and election day by only 3. 66 votes seems small, but it was 2.2% of the overall turnout", said Cherchio's Campaign Manager, Bradley Mayer. “There were several precincts where we lost the early vote and turned around and won election day after the card hit."
“When police and fire are against you, traditionally you don’t win the primary,” said veteran consultant Rich Schlackman. “With the help of a powerful new political mailer, Cherchio faced that full-on assault and survived.”
The press coverage of the talking card was also impressive, including lots of local print and blogs, and eventually going national when NBC’s Political Correspondent, Chuck Todd, tweeted a link to the video of the talking card.
Click Here For More Press Coverage on Talking Cards