Nevada Senate Race 2022

This was ultimately the closest Senate race in the
country (we worked with them in the state again last cycle).

We are highlighting this IE because it demonstrates several different ways in which a mail program can be impactful.

We had several strategic imperatives: to create a more favorable electorate for Democrats;
to persuade independent voters, specifically women and younger men; and to move
Republican voters away from Laxalt towards conservative and moderate third-party
candidates. Our mobilization communications went to a broad universe of Democrats and utilized a combination of best practice and creative GOTV mail. An early photoshoot allowed us to
utilize testimonials from a diverse group of people. We therefore segmented our mailing
lists so that voters were seeing pieces that included people of their own ethnicity.

Our persuasion universe included all different types of messaging: negative, comparative,
and positive. Although in an ideal world, we’d love to get more repetition behind each
individual tract of messaging, we made the most out of limited resources and were
ultimately able to successfully deliver each message multiple times to our persuasion
universe.

The final tract of mail focused on moving strong Republicans away from Adam Laxalt and
towards a third-party candidate. By using Republican talking points, we were able to tell
voters that Adam Laxalt was a corrupt career politician, and we were able to use side-by-
side comparatives to introduce the third-party candidate. Ultimately, the third party
candidate who we included on the mail received enough of the vote to change the
outcome of the election.

Ultimately, the independent expenditure could easily have made the difference between a
Democratic win and loss in the state, and it did so by both turning out and persuading
voters, and by segmenting voters in a way that is unique to targeted communications.