Mack was unquestionably the underdog going into the runoff, after finishing second in the General by a margin of 41% to 23%. I advised Mack to avoid using the usual and customary direct mail campaign and to instead go all digital. For the entire month between the General Election Day and the ensuing runoff, we fed targeted ads to voters in his commission district. The strategy melded well with our other media, plus the financial impact of this strategy was significant. The price of the digital campaign was less than the cost of a 2000 piece mailer, which translated into Mack spending more time with voters and less time raising money.
This tactic, along with his tremendous work ethic pushed him to a 58.2% to 41.8% victory. In political speak, he won by a landslide in a race he wasn't supposed to win.
Thanks to you and the rest of the team at CWR Digital for being on the Mack Taylor team. This was our first race together, but definitely not our last.
Southeastern Marketing & Production