BrownMillerGroup Case Study: Michael Hancock for  Mayor | Denver, CO


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Background: Denver City Councilman Michael Hancock had a lifelong dream of becoming the Mayor of Denver. When the time came, he faced two well-known and well-funded opponents. The results of the initial Primary saw Michael coming in 2nd, triggering a runoff election against Chris Romer, the son of the former Colorado governor who had, at the time, more than $500,000 in the bank.

Strategy and Program: BrownMillerGroup was called in on a two-fold assignment. First, fine-tune the targeting, and decide where the campaign’s resources would be best placed. Having micro-targeted the race, our second task was to write and implement the mail plan, blocking our opponent’s attacks and reframing the debate.

 One side of a BrownMiller mail piece, sent to the whole targeted universe.

One side of a BrownMiller mail piece, sent to the whole targeted universe.

 A mail piece on the Denver ID card, from the 2015 campaign.

A mail piece on the Denver ID card, from the 2015 campaign.

Result: The Hancock mail program successfully turned out his base, and persuaded undecided voters in the month between the primary and the runoff. The micro-targeting in the field allowed for efficient narrative propagation. Despite being outspent by $300,000, Mayor Hancock won by more than 15 points. We continue to work with Mayor Hancock’s campaign; in 2015 we did all of the campaign’s direct mail.