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Mark Warner for Senate 2006
The politically moderate and popular governor of Virginia, who many analysts have touted as a potential Democratic Nominee for President in 2008, may face incumbent conservative Republican Senator George Allen for Senate in 2006.
Internet Objectives
If the decision to run in 2006 is made, it is unlikely there will be a primary challenge to face. Senator Allen is well known, well funded, and well liked in the state. It will be difficult to unseat him and the Democrats will need a united front, and therefore should attempt to avoid a costly primary.
Name recognition is not a problem. As governor, everyone in Virginia knows who Mark Warner is. Therefore, one of the main objectives in our Internet campaign will be to highlight the accomplishments of the Warner administration and the states subsequent success as a result.
A recent survey found that both Warner and Allen have identical approval ratings (55%) and identical negative ratings (38%). What this shows is that another objective of our web campaign will be to differentiate Warner from Allen. Governor Warner has substantial crossover appeal, the main reason his name keeps coming up in presidential rumors. Targeting our ecampaign to swing voters, Independents, and moderate republicans can do much to win cross over support.
Message
While the use of HTML email and enewsletters does allow us to target more fine pinned messages to very specific audiences, it is important to ensure that our overall message, whether in an individual email or a press release posted to our entire site, is in line with the message on the entire Warner campaign.
Mark Warner is a proven leader who understands the values of all Virginians. George Allen is out of touch. Virginia’s rich culture is more than just conservative or liberal, it is one Virginia for one future, a future Mark Warner will fight for as Senator.
Nearly all email correspondence, newsletters and press releases will revolve around this central theme while specific issue oriented emails will drive voters to our web site for further information.
The success Mark Warner had in running for governor should be mirrored by our online campaign. Warner won because he was able to appeal to rural Virginians and even Virginians in typically Republican areas. Our online strategy will aggressively target these exact potential voters. To assume rural voters don’t have Internet or are not tech savvy is a fatal mistake. At the very least, using the Internet to communicate with precinct captains and organize an efficient grassroots mobilization organization is these rural areas is worth the time and effort.
Plus / Minus
As mentioned Mark Warner enjoys relative popularity, high name recognition, a reputation as a bipartisan, a proven ability to reach across party lines and appeal to even the more traditionally conservative rural regions of the state, and a fairly strong record of achievement as governor. As Chairman of the National Governors Association, he has garnered National recognition for his advances of Education programs, not just in Virginia, but nationwide. Recently, under his guidance, the
On the downside, given all that, his 55% approval rating could be higher. Mr. Allen has a distinct advantage as well, being that he already is Senator. It would be a very high profile race in a non-presidential election year thus drawing national attention, especially given the fact that both men are rumored to seek the presidency in 2008. Despite this attention, voter turnout tends to be lower in non-presidential years which could favor the incumbent. This will make the Internet outreach and mobilization strategy even the more vital.
Targets
Although a success, merely replicating the governor’s campaign in 2001 will not be enough. To be sure a similar strategy must be undertaken to appeal to rural voters in Southern Virginia and even more so go into typically republican strongholds and erode Senator Allen’s base. Mr. Warner can appeal to Republicans, even conservatives who supported his fiscal policies that aided in the economic recovery of the state. The reciprocal is not true however, Mr. Allen does not have to ability to appeal to Democrats. Therefore it is necessary to mobilize the democratic base and persuade moderate Republicans who may feel Mr. Allen is too conservative.
Now that we have discussed what needs to be done we must focus on the how.
More to come....
The politically moderate and popular governor of Virginia, who many analysts have touted as a potential Democratic Nominee for President in 2008, may face incumbent conservative Republican Senator George Allen for Senate in 2006.
Internet Objectives
If the decision to run in 2006 is made, it is unlikely there will be a primary challenge to face. Senator Allen is well known, well funded, and well liked in the state. It will be difficult to unseat him and the Democrats will need a united front, and therefore should attempt to avoid a costly primary.
Name recognition is not a problem. As governor, everyone in Virginia knows who Mark Warner is. Therefore, one of the main objectives in our Internet campaign will be to highlight the accomplishments of the Warner administration and the states subsequent success as a result.
A recent survey found that both Warner and Allen have identical approval ratings (55%) and identical negative ratings (38%). What this shows is that another objective of our web campaign will be to differentiate Warner from Allen. Governor Warner has substantial crossover appeal, the main reason his name keeps coming up in presidential rumors. Targeting our ecampaign to swing voters, Independents, and moderate republicans can do much to win cross over support.
Message
While the use of HTML email and enewsletters does allow us to target more fine pinned messages to very specific audiences, it is important to ensure that our overall message, whether in an individual email or a press release posted to our entire site, is in line with the message on the entire Warner campaign.
Mark Warner is a proven leader who understands the values of all Virginians. George Allen is out of touch. Virginia’s rich culture is more than just conservative or liberal, it is one Virginia for one future, a future Mark Warner will fight for as Senator.
Nearly all email correspondence, newsletters and press releases will revolve around this central theme while specific issue oriented emails will drive voters to our web site for further information.
The success Mark Warner had in running for governor should be mirrored by our online campaign. Warner won because he was able to appeal to rural Virginians and even Virginians in typically Republican areas. Our online strategy will aggressively target these exact potential voters. To assume rural voters don’t have Internet or are not tech savvy is a fatal mistake. At the very least, using the Internet to communicate with precinct captains and organize an efficient grassroots mobilization organization is these rural areas is worth the time and effort.
Plus / Minus
As mentioned Mark Warner enjoys relative popularity, high name recognition, a reputation as a bipartisan, a proven ability to reach across party lines and appeal to even the more traditionally conservative rural regions of the state, and a fairly strong record of achievement as governor. As Chairman of the National Governors Association, he has garnered National recognition for his advances of Education programs, not just in Virginia, but nationwide. Recently, under his guidance, the
On the downside, given all that, his 55% approval rating could be higher. Mr. Allen has a distinct advantage as well, being that he already is Senator. It would be a very high profile race in a non-presidential election year thus drawing national attention, especially given the fact that both men are rumored to seek the presidency in 2008. Despite this attention, voter turnout tends to be lower in non-presidential years which could favor the incumbent. This will make the Internet outreach and mobilization strategy even the more vital.
Targets
Although a success, merely replicating the governor’s campaign in 2001 will not be enough. To be sure a similar strategy must be undertaken to appeal to rural voters in Southern Virginia and even more so go into typically republican strongholds and erode Senator Allen’s base. Mr. Warner can appeal to Republicans, even conservatives who supported his fiscal policies that aided in the economic recovery of the state. The reciprocal is not true however, Mr. Allen does not have to ability to appeal to Democrats. Therefore it is necessary to mobilize the democratic base and persuade moderate Republicans who may feel Mr. Allen is too conservative.
Now that we have discussed what needs to be done we must focus on the how.
More to come....
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