BrownMillerGroup Case Study: Kalman Yeger for Council | Brooklyn, NY


Background: When the son of powerful Assemblyman Dov Hikind announced a self-funded campaign of over $800,000, Brooklyn's 44th Council District became one of the most competitive and closely watched races in 2017. Comprised of Borough Park, Midwood, Bensonhurst, and Kensington, the district contained several diverse and often insular ethnic communities. Faced with this onslaught of spending, Kalman Yeger called on BrownMillerGroup to pull together his field campaign, including canvass on the doors and an advance integrated telephone program.

 Borough Park, Brooklyn, a large neighborhood covering half the district

Borough Park, Brooklyn, a large neighborhood covering half the district

Strategy and Execution: Targeting this race was tricky; it required working with three separate data vendors to compile a block-by-block snapshot of the district. Once we identified Hasidic, non-Hasidic Orthodox, Chinese, Russian, and Catholic voters, we hit the doors with community-specific messaging. Our English-language paid door and phone effort was layered with a volunteer predictive dialer that reached Yiddish, Cantonese, Mandarin, and Russian speaking voters.

Every likely voter was attempted on the doors or phones 3-5 times in the final three weeks. We updated our scripts nightly to adapt to new turf and feedback from the field.

 Kalman surrounded by supporters at the victory party.

Kalman surrounded by supporters at the victory party.

 Targeting the race.

Targeting the race.

Result: Despite being outspent 3:1, Kalman won the election by 38 points, a victory that had some wondering why it had been dubbed a competitive race in the first place. We knew: we made this election matter to every voter and elected a Democrat in a district Trump won by a 2:1 margin.

 

Click the image for an interactive map breaking down, by election district, Kalman Yeger's victory against Yoni Hinkind.